International marketing intelligence service WARC‘s latest Global Advertising Trends report has been released. In it, WARC outlines “the new, long-term shifts in e-commerce, social media, online video and gaming for brands and consumers.”
What’s the key takeaway for broadcast media executives? Linear television advertising plummeted, making retransmission consent revenue more essential than ever in the U.S.
WARC’s research found that linear TV advertising declined by an estimated $34 billion, as YouTube, social video and brand integrations continued to lure ad budgets away.
“Online video is eroding linear TV advertising and now accounts for a quarter (26%) of the global video ad market,” WARC finds. “Digital platforms like YouTube are becoming more popular, with audiences now watching over 20 hours of mobile content each month.”
That stat is according to App Annie.
WARC also finds that some 27% of YouTube consumption is via connected TV devices, which it says “now poses a direct challenge to linear TV activity.”
WARC also notes that audiences “are less concerned with these distinctions” and care more about quality content than the delivery platform. Citing AudienceProject research, it notes that 20% of consumers globally sees no difference between YouTube and linear TV consumption.
This rises even higher in the U.S., at 36%.
