There’s not much denying that streaming premium video is contributing to a huge increase in traffic being generated online. (Netflix now accounts for nearly a quarter of it in the U.S.) A new forecast from Cisco Systems predicts that traffic will just about double by 2015 to reach 200 exabytes; that’s 39 times what it was in 2005. The impact of web-enabled TVs is palpable – by 2015, TVs will account for over 15% of global consumer internet traffic (up from 3% in 2010), and 28% of internet video traffic (up from 7% in 2010). More users and the proliferation of tablets, mobile phones, connected appliances and other smart machines are also driving up the demand for connectivity. By 2015, there will be nearly 15 billion network connections via devices and more than two connections for each person on earth. Globally, mobile data traffic will increase 26 times between 2010 and 2015.
So I wonder how the digital advertising landscape will change for TV. If consumers are shifting to online viewing, where there are less commercials/advertisements, will online TV be a viable spot for ads for optimal ROI? I’d love to hear any thoughts/speculations on this.