Linear TV Is Still the Advertising King But its Days Are Numbered

Linear TV is still the biggest ad category, but digital video and mobile are making inroads. Advertising research company Warc took a look at 12 major markets, and found most ad spend went to display ads (which here includes TV, radio, mobile devices, out of home, and some online formats) and that linear TV was the biggest chunk of that spend.

Linear TV

Looking at 12 major markets (Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, the U.K., and the U.S.), all display ad platforms took in $140 billion in 2018, and of that linear TV took 41.9 percent. That’s a 1.0 percent year-over-year (YOY) improvement. The next biggest area was mobile devices.

Taking a step back, the data shows linear’s share has been declining for years, while mobile is improving. In fact, mobile has risen 16.6 percentage points since 2009.

One curious finding is that even though linear attracts fewer eyes every year, advertisers still flock to it. It offers unparalleled reach for top-of-funnel marketing campaigns, and nothing else can match it. Daily viewing time for linear averages 1 hour 54 minutes, which fell by 4 minutes this year.

When it surveyed brands about their plans for 2019, Warc learned that 32 percent planned to spend less on TV next year. Also, 18 percent will increase spending and 49 percent will maintain their current spend.

Addressable online video ads will certainly take a growing share of spending from linear, but Warc notes that the are has its own hurdles. In the U.S., consumers don’t like giving up their data to marketers and often see targeted ads as creepy: 61.5 percent in the U.S. don’t want to trade their personal data for more relevant ads.

“We believe TV spend will dip 1.5 percent in our 12 key markets next year, to $138 billion,” says James McDonald, data editor at Warc. This will largely be due to an expected 4.6 percent fall in the U.S. (to $61 billion). Addressable TV still has a long way to go to make up the expected shortfall in linear investment, but recent developments, such as AT&T’s acquisition of Time Warner and AppNexus, could instigate a new arms race in the industry.”

read more here: onlinevideo.net