TV ad spending will still outpace digital video in dollar growth in 2014 in the US, in spite of the fact that video advertising is continuing to grow at an extraordinarily high rate, according Emarketer. Online video ad spending will increase 41.9% this year, reaching $5.96 billion, while TV advertising in the US will grow 3.3% to hit $68.54 billion.
The TV industry made $2.19 billion more from advertising than it did in 2013, compared with a $1.76 billion increase in digital video ad spending. Emarketer also say that TV will continue to outpace digital video in dollar growth through to 2018, as events like the 2016 presidential election is set to provide broadcasters with an additional bump in revenue.
Emarketer also found that spending on desktop-based ads will total $4.52 billion in 2014, or 75.8% of digital video ad spending, vs. $1.44 billion for video ad spending on tablets and smartphones. And by 2018, those figures will draw more closely together, when online will still slightly outspend mobile video—$6.64 billion to $6.07 billion.