Written by: Roshan Dwivedi
Online OTT video is now growing faster than any other digital channel, leading a 4.4 per cent uplift in global ad spend in 2015, that will be driven by advertisers pulling more budget from TV and broadcasters selling packages that include both OTT VoD and traditional TV spots, predicts ZenithOptimedia.
The media agency’s annual forecast claims that TV, while still the dominant medium for brands, has peaked. Global ad spend on television will slip from 39.4 per cent in 2014 to 37.3 per cent in 2017 as advertisers plough more of their media budgets into desktop and mobile internet.
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