We’ve all seen why digital advertising has become so big as consumers are more attached to their mobile devices than ever before. But as eMarketer reports, the pace of growth is unexpected. It wasn’t until next year that digital ad spending was predicted to outpace traditional TV ad spending. From the numbers though, that jump will likely happen this year as digital is forecasted to amount to nearly 37% of total media spending in 2016. Why is this change happening so swiftly? Think of recent events like the presidential debate and the Olympics. Sure, they have high viewership when aired on TV, but where are people going afterward to watch video recaps and continue the social conversations? Online! It makes perfect sense that this is where advertising dollars are going, and as marketers, these trends help us better understand how and where to reach our consumers.