TV & Online Video Budget Reallocation, February 2013 [TABLE]

Table - TV & Online Video Budget Reallocation

new study [PDF] by the Internet Advertising Bureau (IAB) and Nielsen, supported financially by Microsoft Advertising and Yahoo, argues that shifting ad budgets from TV to online video can enhance campaign reach at lower cost. The study examined 18 real TV schedules across key advertiser verticals, finding that a 15% reallocation of TV-only budgets resulted in a 4.2% increase in reach at an 11% lower CPM. But while that 15% reallocation figure might seem innocuous enough, if every TV advertiser immediately followed suit, the online video ad market would instantly grow sevenfold. Read the rest at MarketingCharts.