TV and Video Advertising The Shift to Digital
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The 20,000 Foot View: The video advertising landscape is slowly moving away from both being broadcast TV based and being primarily driven by developed markets. The transition is picking up pace, with TV advertising declining by an average per year from 2017 to 2023. In the meantime, over-the-top (OTT) ad revenue will increase by per year over the same period while social video ad revenue will grow by per year. The TV ad revenue decline will be uneven as Asia, Latin America and the Rest of World continue to grow, but not enough to offset the global decline.
Key Findings
- TV advertising will decline by an average year from 2018 to 2023
- OTT advertising will grow by per year 2018 to 2023
- Social video will grow by per year 2017 to 2023
- The global advertising market will lose billion revenues in 2018
- The North and European market share of TV ad revenues will decline between
- OTT’s ad growth will help offset TV revenue decline from but will longer be enough to do from 2021 to 2023
- Between 2021 2023 the video advertising market a whole will shrink by in revenue
- Social video accelerate the integration of detailed analytics for targeted advertising
- The overall in total ad revenue reflects getting better value from video due to better reporting and in digital formats
Companies and brands mentioned in this report: Century Fox, Amazon Prime Video, Facebook, Globo, ITV, NBCU, Netflix, Star India, Sony Entertainment Television India, Univision, ViacomÂ