TV may still dominate the advertising market, but the audience for online video is soaring, with 58 percent of the U.S. population streaming, up from 38 percent five years ago. Digital video presents a big opportunity for marketers, given that online viewers are receptive to ads (particularly when they’re seen during documentary, sci-fi and talk show content) and that viewing is growing among hard-to-reach audiences like adults 18-34 and light TV watchers, according to an IAB study conducted by Nielsen.
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