Following on from Tuesday's report, which stated that Yelp digital display spend was to surpass search ad spend for the first time, Martin Utreras, Senior Forecast Analyst at eMarketer believes that this shift is driven by social media and video. For example, spend on video is set to take 14.3% of digital ad spend this year, up from 12.8% in 2015. As focus moves away from search, Google is concentrating more on display since more search is now happening within apps.
Following on from Tuesday's report, which stated that US digital display spend was to surpass search ad spend for the first time, Martin Utreras, Senior Forecast Analyst at eMarketer believes that this shift is driven by social media and video. For example, spend on video is set to take 14.3% of digital ad spend this year, up from 12.8% in 2015. As focus moves away from search, Google is concentrating more on display since more search is now happening within apps.