The digital TV category includes digital ad spend within the sub-categories of cable/satellite network TV, broadcast network TV, local and national spot broadcast TV, local/regional cable TV, broadcast syndication, and interactive/VOD/addressable TV. Cable/satellite network, broadcast network, and interactive/VOD/addressable accounted for $4.8 billion in annual ad spend (74.5% of total TV digital ad spend) in 2016. Jack Myers TomorrowToday forecasts that ad spend for those three sub-categories will grow to $11.4 billion by 2020. The largest percentage growth is projected to be from interactive/VOD/addressable TV as television advertisers look for more precise targeting for their TV ad investment. The slower growth sub-categories (25.5%) are local and national spot broadcast TV, local/regional cable TV and broadcast syndication.
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