Facebook, Google hold duopoly on digital video ad spending | Media Analysis | Business
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The domination of the digital advertising ecosystem by Google and Facebook has extended into the realm of digital video.

emarketer 8 de2017Research from Brand Innovators and Innovid, reported by eMarketer, shows that Facebook and YouTube together make up two-thirds of digital video ad spending.

That translates into significant revenue, given that eMarketer expects video advertising to account for 31.7% of US display ad spending in 2017, with growth to 32.9% by 2021.

The Brand Innovators survey found that a quarter of outlays are targeted toward mobile platforms, while OTT services command 9.1% of digital video ad dollars.

“Both Facebook and Google seem intent on attempting to maintain their hegemony on digital video advertising,” eMarketer said. “According to a recent report in Digiday, Facebook has been testing pre-roll ads on Facebook Watch, its platform for shows that was launched in August. Watch already features mid-roll ads that are delivered programmatically.”