Next year, total digital ad spend will surpass TV for the first time. It’s expected to hit $77.37 billion in the US, taking 38.4% of the total ad spend, exceeding TV’s predicted $72.01 billion (35.8%), according to eMarketer. This is an advertising milestone and it would appear that good times are ahead. However, a barrier exists that means brands are not maximising the potential of this digital ad explosion.
The problem is one of creative content and format. In our recent Video Advertising Survey, just over half of respondents said that under a quarter of their online video campaigns featured made-for-digital creative. Meanwhile, recent research from Millward Brown found that 90% of online video is just repurposed TV material.
So what’s the issue here? Why develop new creative when you can use existing material that delivers the right key messages? This seems to make sense in theory, but the experience in practice is quite different. And it’s harming brand engagement and boosting ad blocking, particularly on mobile devices, on which video advertising grew by 94% in 2015, according to the IAB.