Dive Brief:
- An Interactive Advertising Bureau survey of marketers predicts that online video content will be as important as TV to advertisers in the next three to five years.
- The survey of 297 brand marketers and advertising execs was conducted by IAB prior to its Digital NewFronts this week.
- Of the respondents, 65% claimed they would be increasing budgets for online original content, using funds from TV budgets.
Dive Insight:
Online original content production is increasing like crazy as of late. Netflix is experiencing a great deal of success with original series like "House of Cards," and Yahoo just jumped into the game and will be releasing two new comedy shows. That increase in content is meant to draw advertisers, so it's not surprising more budgets will be allocated to online content. Online shows also give advertisers a chance to diversify ad buys rather than throwing large budgets just at TV.
