Although most estimates show that digital is 80% of global ad spend and growing that share each year, this does not reflect the way the population uses its time. Looking at Nielsen data in the U.S. in the graph above, we can see that adults of all ages spend much more time with video (~15% of which is digital shortforms) than with non-video forms of digital. (Note: audio includes traditional radio as well as streaming audio.)
The Disease CPM-itis Has Been Allowed to Go Too Far
