70% of buyers see TV$ switching to digital within the next year.

70% of media buyers see TV budgets switching to digital within the next year according to the IAB survey from Digital Content Newfronts. http://ow.ly/nMJjc

Highlights of the survey from Cynopsis Media Digital Insider:

  • 78% said they came away from the week of 17 presentations with at least one opportunity for their company or a client.
  • 64% of ad buyers with responsibility for multiple media platforms said they anticipated their “TV plus Digital Video” buys to increase over the next year.
  • 33% of buy-side attendees said the Internet ad industry marketplace positively affected their plans for digital video advertising buys.

Contrary to the report, I don’t think the opportunity will simply be in advertising as we cannot treat digital video as if it where TV. Brands are and will increase their role as publishers of content within their niche verticals over the coming year and many are starting to set up their own media organizations both within and separate from their marketing department functions.

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