For the past several years, the money spent on online advertising has grown at the expense of other media platforms. That trend will probably continue, suggests a new report released Monday by the Interactive Advertising Bureau; it finds that brands will benefit from a 15 percent shift from the TV ad spend to online video. The specific advantages of that spending shift: Advertisers will boost their reach — defined in advertising terms as the number of people or households who have a chance to be exposed to those ads — and viewers will remember the ads better if they view them online first before being combined with TV spots.
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A Little Extra Digital Spend in the Online/TV Ad Mix Goes a Long Way
Posted by: Enid Burns February 26, 2013 05:00 AMFor the past several years, the money spent on online advertising has grown at the expense of other media platforms. That trend will probably continue, suggests a new report released Monday by the Interactive Advertising Bureau; it finds that brands will benefit from a 15 percent shift from the TV ad spend to online video. The specific advantages of that spending shift: Advertisers will boost their reach — defined in advertising terms as the number of people or households who have a chance to be exposed to those ads — and viewers will remember the ads better if they view them online first before being combined with TV spots.