Digital ad agencies believe that the effectiveness of TV advertising is on the decline, and are making a move to online video, according to a survey conducted by Rocket Fuel among 149 digital agency professionals, the majority of whom directly authorize media spend. 8 in 10 respondents plan to spend more on online video this year, even as 60% recognize there are serious barriers to shifting money from TV to do so. Chief among those barriers? Building reach (58%) and prior budget commitments (56%). (more…)
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Digital Ad Agencies Sour on TV, Turn to Online Video
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