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?”
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