Is the end of the traditional TV commercial upon us? Probably not—at least for a while—but the channel isn’t seeing a huge production increase either. In an April 2014 study conducted by Talent Partners, US senior advertising executives predicted that social media-driven campaigns would see the most growth in commercial production in 2014, cited by 44% of respondents.
Viral video ranked second, with 30% of senior production execs foreseeing more of these campaigns. As videos often go viral thanks to social sharing, social media will likely benefit from the increased focus on these as well. Meanwhile, respondents expected more traditional formats—TV and print—to see little or no growth. Read the rest at eMarketer.