In all, video advertising in 2016 will account for one-quarter of all advertising—at least on the display ad side—primarily driven by tech companies, broadcasters and legacy print publishers, according to a story in Media Daily News. Marouli says these segments will attract TV brand dollars by investing in video properties and expanding video ad offerings across such social media staples as YouTube, Twitter and Facebook. The latter in particular will continue to capitalize on video and mobile, attracting budgets from smaller companies. IHS says the current average revenue generated by advertisers on Facebook is about $1,500.
As has been reported, measurement remains paramount to advertisers in the coming year. Marouli tells Media Daily News, “Broadcasters will need to innovate, and technology companies will need to become more TV-like, which prompted the invention of the Facebook TV rating points that allow brands to compare campaigns across channels.”
That compares to search companies such as Google, Bing and Yahoo, whose impact will diminish, Marouli says, creating a need for them “to reinvent themselves and become part of other channels and devices.” She also points to an increase in programmatic buying.
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