Consultants Face Tough Call On 2018 Media Mix

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Digital media consultants and their ad buyers are getting mixed messages this cycle.

On the one hand, they appear heading for a commission bonanza. If the growth pattern holds, digital ad revenue will top $106 billion in 2018 (other estimates have it closer to $78.2 billion).

This growth is being fueled by the nearly hour and a half that people are spending watching digital video.

In fact, a new survey says that the average time spent watching online video by an America is now at 80.4 minutes — more than 13 minutes above the global average but about 24 minutes below the high recorded in China, according to a forecast by Zenith, which falls under the Publicis Media banner.

The digital agency’s survey covers broadcaster-owned platforms including Hulu, OTT subscription services like Netflix, YouTube, and videos viewed on Facebook and other social media.
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