Online video continues to win ad dollars with its promises of efficiency and targeting, and it is also nabbing money from a softening TV market. The newest media spend report from agency giant Magna Globalsaid that digital media claimed 30% of the ad market in the U.S. in 2014, or $49 billion. That’s up 15% over the year before. Digital video ad spend increased 39%, playing a big role in fueling overall growth in digital media. In fact, the agency predicts that digital media spend will reach parity with TV spend by 2016.