If you’ve opened Fortune magazine or browsed LinkedIn in the last 5 years (or 5 minutes), you’ve heard about the rise of digital advertising and how it’s going to overtake television. But how much of that is actually true? Billions are still being poured into television, after all.
There’s almost too much research out there, so we’ve pulled together a list of facts to give you the big picture. Spoiler alert: digital wins almost every time.
-Over the past 5 years, US consumption of TV has fallen 5%. Web media has increased by 17%. (source)
-At its current rate, digital advertising spends will top TV advertising in 2017. (source)
-On average, Internet video ads have twice the message recall, brand recall, and ad likability of TV ads. (source)
-Digital ads served in search engine results and web page placements are more trusted than ads served on TV. (source)
-YouTube has become the most visited social network over Facebook. (source)
-Running video ads online — before any other advertising platform — boosts the performance of multi-platform campaigns. (source)
-72% of ad agencies say digital video advertising is as effective if not more effective than TV advertising. (source)
-Web ads are flexible. You can run a campaign for $1000 or $100,000 and quit whenever you want. TV ads must be bought in expensive segments.
-Web ads can be targeted based on gender, age, geographic location, interest, and context. While TV networks have collected a wealth of demographic information, you’re stuck with what audiences they have — not necessarily the ones you want.
Which all adds up to a pretty clear picture.
In short, the rise of digital advertising isn’t just real — it’s possibly even realer than you’re hearing.
Written by Joe Lee, Content Marketing Specialist