Rothenberg: Los consumidores dijeron que prefieren ver contenido original digital que programas del primetime
Randall Rothenberg, President and CEO at Interactive Advertising Bureau (IAB), discussed about consumer decisions, advertising and the future of media in the Communication Forum at the Willard Hotel in Washington, September 9th. During his presentation he mentioned that revenue for digital media ads exceed those for TV.”Digital advertising generates more advertising spending in the U.S. than any other media. In 2015, marketers spent US$60 billion to advertise in digital media – nearly 33% more than marketers spent on broadcast television, the second largest media. Indeed, if current trends continue –and they will– we expect that digital media in 2016 will generate more investment than the broadcast and cable TV industries combined” expressed Rothenberg. According to a study by eMarketer, Americans will spend five hours and 43 minutes a day consuming information on digital devices, four hours five minutes watching TV, one hour 27 minutes listening to radio and 28 minutes reading print media. Rothenberg pointed out that digital is the only advertising media that has experienced a double digit growth each year for the last decade, except in 2009 when the recession occurred. “Digital video represents a similar story. For the first time this past year, consumers who watch Hulu, Netflix, Amazon Prime, YouTube, and other streaming video services say they are more likely to watch original digital video content than primetime television shows” ended the Executive.
