advertising dollars will continue to steadily rise in the coming years, while digital video advertising spending will initially see much faster growth.
New estimates are that the entire TV
ad spending market -- broadcast and cable networks, syndication, and local TV -- will get to $66.3 billion by the end of this year, up 2.8% over 2012, according to eMarketer.
spending will land at $4.15 billion, rocketing up 43.5% from a year ago, when it was $2.89 billion. YouTube maintains its dominance over digital video -- pulling in a 20.5% share, the largest of all
digital video players.
Digital revenue estimates come from video advertising on desktop/laptop computers and mobile phones and tablets, including in-banner, in-stream and in-text video.
Next year, eMarketer expects TV to climb at a slightly faster pace -- 3.3%, rising to $68.54 billion -- while digital video will see a 39.5% gain to $5.79 billion.
In the next four
years, estimates are that TV will continue to climb at low single-digit percentages, while digital video will come down from its rapid growth rate.
TV will hit $69.91 billion -- up 2% for
2015 -- and will rise to $73.05 billion, 4.5% higher in 2016, and $75.25 billion in 2017, adding 3%. At the same time, digital video will climb to $7.07 billion, up 22% in 2015; $8.31 billion, adding
17.5% in 2016; and $9.42 billion, 13.4% higher in 2017.