Step back, Super Bowl ads! Social media is the new player in the ring this year, as the shift toward online advertising continues to take root.

According to a new study by the IAB, businesses are pulling funds from their TV advertisements to boost online marketing.

Why’s that?

Studies show that consumers have a higher engagement rate with digital video advertising. Not only that, but online video ads are way much easier way to target audiences, and the results are easier for marketers to track.

And of course, businesses are always concerned with their ROI, which marketers believe is increased by marketing in a digital format. This isn’t just because the message is getting to the right target, but because online advertisements tend to be much more economical.

So unless you’re that Old Spice guy (and if you are, we love you!), maybe it’s time to take your ads to a new (and digital) level.