Digital ad agencies believe that the effectiveness of TV advertising is on the decline, and are making a move to online video, according to a survey conducted by Rocket Fuel among 149 digital agency professionals, the majority of whom directly authorize media spend. 8 in 10 respondents plan to spend more on online video this year, even as 60% recognize there are serious barriers to shifting money from TV to do so. Chief among those barriers? Building reach (58%) and prior budget commitments (56%).
Other challenges cited by those who agree that there are serious barriers to shifting TV funds into digital video include: agency coordination (31%); converting video assets to online ads (30%); and brand safety (23%).
Nevertheless, 42% of respondents claim to be moving from TV to online video this year as part of the planning process, echoing similar reports from recent research. Read the rest at MarketingCharts.
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