TV's High Prices Actually Hurting Web Video
Buyers predict slow NewFront market, as clients complain about dollars falling short in TV
TV is hurting the Web video ad market. But not in the way you might expect.
And if you’re waiting for that intense post-NewFront marketplace to start materializing, you may want to temper your expectations.
According to Michael Bologna, GroupM’s director, emerging communications, lower TV ratings and rising prices may actually be preventing dollars from shifting to online video. That’s because clients only have so many dollars to go around, and they're still unlikely to pull significant budgets from TV, where they’re already seeing diminishing returns.
“TV budgets are flat,” said Bologna, speaking at the VideoNuze Video Advertising Summit in New York on Tuesday.
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