- eMarketer, Wednesday, March 12, 2014 10:30 AM
eMarketer predicts that television will remain the dominant advertising channel through 2017, making up 38.1% of the total brands' spend in 2014. The firm estimates the balance will shift in 2018 to
digital from TV. Attitude among marketers has become the most significant sign that digital will not cannibalize TV ad spend. The view suggests that digital augments TV, rather than replacing it.
Major brands also are finding ways to integrate search engine marketing into their TV strategy.
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