Some 5,598 marketers placed commercials on traditional TV networks -- broadcast and cable -- in the first half of 2016, with 40% of those also buying digital media on TV-related Web sites, according to MediaRadar, a media researcher.
Research also shows that 60% of these marketers placed ads in overall digital media formats, including desktop, native and mobile, while 18% also bought online video and 22% only bought ads on TV.
MediaRadar goes on to say there were 49,305 advertisers that made digital media deals on national consumer Web sites in the first half of 2016 -- with 77% only buying digital media; 16% placing ads in print and digital, and just 7% buying TV and digital media.
With digital media looking to overtake traditional TV soon in total annual advertising spending, according to many analysts, MediaRadar says there will be more cross-platform media selling to come -- partly fueled by traditional TV programming viewing declines and a rising number of scripted national TV shows.
With the number of advertisers using both TV and digital TV/video being relatively small, it is only logical to expect an increase in "cross-media" ad buying in the future. Hoiwever this will become significant only when there is enough digital program content of an acceptable nature to showcase the commercials and enough legitimately determined viewing to make the effort worthwhile. Unless digital's rising ad blocking problem is dealt with and independent auditing is developed to determine that its ads are really being seen in a "viewable" manner, a tidal wave of cross-media buys isn't as likely as some may think.