Digital video platforms are getting more money from traditional TV budgets — and more to come in 2012. Break Media, the digital video ad network, says there will a 32% rise in digital video advertising dollars coming from TV budgets. But that won’t be the biggest gain for the Internet overall. Overall organic advertising budget growth will rise 38% with display budgets growing 45%.
Some high-priced cable networks forced some traditional TV dollars into the hands of big digital video players this upfront. Donnie Williams, EVP, chief digital officer for independent media agency Horizon Media, estimates some clients shifted 8% to 13% more dollars into premium digital platforms during the recent upfront sales.