Respondents said that one-quarter of outlays are targeted toward mobile platforms, while over-the-top (OTT) services command 9.1% of digital video ad dollars.
Overall, eMarketer expects that video will account for about one-third of US display ad spending over the coming years. Our projections put the figure at 31.7% in 2017, with slight growth to 32.9% by 2021.
Both Facebook and Google seem intent on attempting to maintain their hegemony on digital video advertising. According to a recent report in Digiday, Facebook has been testing pre-roll ads on Facebook Watch, its platform for shows that was launched in August. Watch already features mid-roll ads that are delivered programmatically.
And last week media outlets reported that YouTube was testing a new feature called Reels that appears to be modeled after Snapchat's Stories, which itself was very successfully mimicked by Facebook-owned Instagram.