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It's not ready for primetime, but digital video is on advertisers' radar. Over the next two months, between seventeen and twenty billion dollars will be invested by marketers in future advertising commitments to broadcast and cable networks and national TV program syndication companies. But agency executives like John Muszynski, Chief Investment Officer of SMGX, says he's not just looking at television anymore. John, along with other advertising investors like Kris Magel of Initiative, Mike Rosen of SMG, and Dave Cohen of Universal McCann, are eager to learn how programmers will make digital video and two screen experiences more valuable for consumers as well as advertisers. Watch this week's Video Media Business Report for John Muszynski's Upfront overview, available below, at Reuters Insider, YouTube and www.jackmyers.com.
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Away we go with this week's closing blitz of TV upfront presentations, starting with...
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Wednesday's Howard Stern Trivia Question: Which dead whack packer had the incredible talent of being able to blow smoke out of his eyes?
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As a foreign correspondent in London ten years ago, my job was to unearth innovative new startups for my business magazine's readers. I traveled across the Continent from Helsinki to Milan meeting entrepreneurs, venture capitalists and big company researchers to write about the next big thing.
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Jack Myers Media Wall St. Report is published weekly exclusively for subscribers to Jack Myers Media Business Report. This week's issue is being shared with subscribers to MediaBizBloggers.com, a free thought leadership service underwritten by JMMBR subscribers
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Pre-Order Jack Myers' new book Hooked Up - A New Generation's Surprising Take on Sex, Politics and Saving the World
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The data table below reflects the consolidated U.S. marketing communications investments for 2011 with forecasts for 2012 to 2014. Each marketing/media category incorporates spending across all platforms within that category. Comprehensive breakdowns on digital and legacy advertising investments in each medium are available at www.jackmyers.com/jack-myers-spending-forecast.
Broadcast television networks generated five percent of their total 2011 advertising revenues from digital assets and, this year, digital is forecast to represent 6.7% of broadcast network ad revenues.
Digital video advertising across all media is projected to increase 41.2% in 2012 and 51.3% in 2013 according to the new 2011-2020 Myers Marketing & Advertising Spending Report, available at www.jackmyers.com. The report estimates total digital video advertising investments for 2011 of nearly $2.6 billion, with growth projected by 2015 to almost $11 billion, an average annual growth of 48.3%. The primary beneficiaries are broadcast and cable television networks, which captured 67% of total digital video advertising in 2011 and are forecast by Myers to capture 47% of all digital video advertising revenues in 2015.
