Digital advertising spending is expected to grow faster in media and entertainment than in other US industries covered by eMarketer. A key driver behind the projected increases is the heavy use of video and rich media ads, the two fastest-growing ad formats, by marketers of news media, movies, TV shows, games and music. These marketers are also big investors in mobile advertising, which makes sense given the migration of media and entertainment consumption toward tablets and smartphones, according to a new eMarketer report, “The US Media and Entertainment Industries 2014: Digital Ad Spending Forecast and Trends,” part of our new report series, “2014 Digital Ad Spending Benchmarks by Industry.”
Advertising objectives in media and entertainment campaigns are as complex as the industries themselves. Sometimes marketers are trying to drive specific outcomes—digital subscriptions, in the case of a news publisher, or bodies in seats, in the cases of theatrical film openings or concert tours. Other times media and entertainment firms use advertising to burnish their brands. Examples of these types of ads might include homepage takeovers and sponsorships. Read the rest at eMarketer.