USA: Original online content will be as important as TV to advertisers

According to a new IAB study, the vast majority of US brand marketers and advertising agency executives expect original digital video programming to become as important to their businesses as television advertising within the next three to five years.

65% of ad buyers plan to spend more on online video advertising this year than they did last year:
67% of that group will supplement this increased online video budget by shifting funds from TV budgets, while 48% plan on an overall increase in advertising budgets.

Original digital video on  track to be as important as TV:
Executives surveyed said they plan to nearly spend half (48%) of their internet video budget on “made for digital” video programming in 2014, up from 44% in 2012.

75% of advertisers foresee original digital programming starting to become as important as TV programming within the next three to five years.