Media & Entertainment Digital Ad Spending

Media comsumption is shifting from traditional forms like print and TV. To keep up with always-on consumers, marketers are increasing investments in digital.

Video Ad Spending By Industry

The entertainment industry is expected to account for 7.9% of total video ad spending of $7.7B in 2015. The media industry is close behind at 7.4%.


Source: Emarketer, May 2015

0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
Entertainment
Automotive
Media
Retail
Telecom
Consumer Electronics
CPG & Consumer Goods
Travel
Financial Services
Other

Digital Ad Spending By Format

0.0%
0.0%
0.0%
0.0%
Video
Search
Display
Other
0.0%
0.0%
0.0%
0.0%
Video
Search
Display
Other

Media

U.S. media digital video ad spending is expected to reach $0.58B in 2015, representing 17% of the industry's total digital ad spend of $3.39 billion.


Source: Emarketer, May 2015

Entertainment

The entertainment industry is expected to spend 53.5% of its total digital ad spending on mobile devices.


Source: Emarketer, May 2015


Digital Ad Spending By Objective

0.0%
0.0%
$1.86B
Direct Response
$1.52B
Branding
0.0%
0.0%
$1.68B
Branding
$1.12B
Direct Response

Media

The media industry is expected to spend 45% of its total digital ad spending on branding initiatives.


Source: Emarketer, May 2015

Entertainment

The entertainment industry is expected to spend 60% of its total digital ad spending on branding initiatives.


Source: Emarketer, May 2015


Digital Ad Spending By Device

0.0%
0.0%
$1.73B
Mobile
$1.66B
Desktop/Laptop
0.0%
0.0%
$1.50B
Mobile
$1.30B
Desktop/Laptop

Media

The media industry is expected to spend nearly equal amounts on desktop and mobile devices.


Source: Emarketer, May 2015

Entertainment

The entertainment industry is expected to spend 53.5% of its total digital ad spending on mobile devices initiatives.


Source: Emarketer, May 2015


More About Mobile

Mobile continues to capture more consumer time and attention, and marketers are reaching audiences on these devices to build buzz and anticipation around upcoming releases.

0.0%
0.0%
0.0%
0.0%
Theatrical/DVD Release
Digital Goods And Songs
TV Programs
Live Events/Concert Tickets

Entertainment Mobile Video Ad Spending By Category

The majority of entertainment mobile video ad spending goes to theatrical/DVD releases and TV programs.


Source: Q1 2014. VDOPIA, "VDOPIA Mobile Insights:
Mobile Entertainment Report", June 2014


Completion Rate for Entertainment Mobile Video Ads

The average completion rate for entertainment mobile video ads in 2014 was 49.2%.


Source: Pointroll, "2014 Benchmarks", March 2015

0.0%

Media Consumption is Changing

The lines between digital, desktop and TV are blurring as connected devices proliferate. To stay relevant, marketers need to shift budgets as consumers shift attention.

+0%
0:00
+0%
0:00
+0%
0:00

Digital Video Viewing Increasing

When visiting a media or entertainment site on desktop, digital video viewers spend an average of 5 minutes and 49 seconds viewing digital video. Time spent viewing increased across all devices from Q3 2014 to Q4 2014.


Source: Adobe Digital Index, "U.S. Digital Video
2014 Inaugular Report" Q3 VS Q4 2014


Original Digital Video

Two-thirds of marketers say original digital video will be as important as TV in the next three to five years.


Source: IAB "Digital Content Newfronts: Digital
Video Spend Study" April, 2015


-0.0%
0:00
-0.0%
0:00
-0.0%
0:00
-0.0%
0:00
2012 2013 2014 2015

TV on the Decline

Average time spent per day with TV by US adults has declined over the last three years.


Source: Emarketer, April 2015


TV & Digital Overlap

By 2016, about half of the US population will regularly watch a TV show online.


Source: Emarketer, April 2015


Best in Show

Here are a few examples of media and entertainment brands delighting audiences with advertainment.

Clash of Clans

Ride of the Hog Riders

Inside Films

What Lives Inside

Disney•Pixar

Inside Out US

Call of Duty

Black Ops III - Multiplayer

IGN

Fantastic Four

IGN

Heroes Reborn

Eyes on New Fronts

The Digital Content New Fronts, or the annual upfront marketplace for the sale of advertising opportunities within original digital video programming, had record breaking attendance and impact in 2015.

Here are a few highlights from this year's event, and why we expect the NewFronts to continue growing in importance for Media & Entertainment marketers.


77%

of digital video decision-makers are
aware of the Digital Content
NewFronts.


Source: IAB, April 2015

8 in 10

advertisers agree attending the 2014 NewFronts resulted in increased spending on ODV and/or increased 2015 budgets.


Source: IAB, April 2014


Entertainment Case Study

Virool helps media and entertainment brands make the most of their video content by distributing it to their target audiences across devices.

Goals of Campaign

1

Increase views

Drive views of a movie trailer in advance of the release date

2

Drive traffic

Encourage audiences to click through to the campaign landing page

3

Generate buzz

Maximize earned media through social shares

The Results

Virool helped the campaign achieve the following results:

0

Paid views

0%

CTR

0

Facebook shares


Want to Learn More about
What Virool can do for your media or entertainment brand?

Get in touch