Last year, the big story in U.S. advertising land was that, for the first time, the share of budgets dedicated to digital advertising surpassed TV spending, notes MoffettNathanson senior analyst Michael Nathanson.
While conventional wisdom might have assumed that TV’s loss was digital’s gains, the more accurate story from Nathanson is that digital is being fueled by “an army of small and medium-sized advertisers” who have benefited from the efficient targeting capabilities of Facebook and Google.
