Bullish Signs For Digital Video In 2014

Bullish Signs For Digital Video In 2014, Reaching 60% Of U.S. Population

Online Media Daily – Gavin O’Malley | Friday, 22 November 2013

Continuing to reshape the advertising ecosystem, analysts are beyond bullish about digital video in 2014 and beyond. “We expect [the growth of digital video] to become a prominent theme in 2014, with meaningful dollars moving by 2015,” Macquarie Securities analysts said in a joint research note released Friday.

To back up their optimism, the research team — including Tim Nollen, Ben Schachter, Sunny Kwak, and John Merrick — cited a recent Magna Global forecast, which put video at a 20% CAGR in ad dollars through 2018.

As a result, the Macquarie analysts expect print and static display ads to continue to lose money to digital video.

Whether TV will suffer is a more complicated issue, however. “This is partly a matter of semantics as definitions begin to blur,” the analysts explain in their report. “Is an ad viewed on the Watch ESPN app considered TV or online video?”

Read the full story here http://www.mediapost.com/publications/article/214110/bullish-signs-for-digital-video-in-2014-reaching.html

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