The shift to online spend from traditional media (in this case TV) has been steady across the board as advertisers are starting to more fully understand the value of being in both places vs. taking a “one or the other” approach. It only makes sense.
The Interactive Advertising Bureau (IAB) has taken a keen interest in this shift (hmmmm, I wonder why?) and has provided some ‘evidence’ as reported by eMarketer. The following data does not address the percentage of spend that advertisers are looking to shift but with the large percentage of advertisers doing it the dollars will start to grow.