Digital advertising spending is set to increase faster in the media and entertainment industries than in any others, according to eMarketer’s “The US Media and Entertainment Industries 2014: Digital Ad Spending Forecast and Trends.”
In 2014, total dollars are estimated to amount to $5.15 million, while increasing to $8.54 million by 2018.
Media spending is split fairly evenly between direct marketing and branding, 60%-40%, respectively, with digital subscription efforts emerging as the highest driver.
“Virtually every advertiser has a dual need to build their brand and also drive lower-funnel actions,” Yahoo’s Mark Ellis told eMarketer. “Some super high-end branded advertisers will never sell anything online, and some direct marketers are only interested in driving acquisitions. So everybody is playing on both sides.”