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12.06.05
Internet
Video And New Ad Audiences
 By
John Stith
Advertisers are always looking for ways to expand their grasp. One venue now coming
into its own is Internet video. The content offerings are starting to grow dramatically
from a variety of places. Internet video could very well be the place to bring
all the ad techniques for the Internet together in one great package.
The Center For Media Research (CMR) recently released some information discussing
the possibilities for a well-rounded marketing and advertising campaign built
around Internet video.
David Hallerman, Senior Analyst at eMarketer and author of the new Online Video
Advertising report, said in the article "More than any other advertising format,
Internet video has the potential to blend hot marketing elements together - branded
entertainment, paid search, viral marketing, consumer generated media, behavioral
targeting, website brand marketing and online gaming."
According to comScore Media Matrix Online Video Ratings service, over 94 million
people in the U.S., or about 56% of the domestic Internet population, viewed streaming
video online back in June. Over the three months ending June 2005, the average
consumer viewed 73 minutes of streaming video content a month.
CMR said the eMarketer report concludes that by the end of the decade, advertisers
will spend at least $1.5 billion on video ads online and the main driver is broadband
adoption in the home.
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The key barrier was high-speed access and now with more than half of connected
households on broadband, advertisers can look online for mass audiences. They
predict by early 2008, more than half of all household, online or not, will log-on
via broadband.
Broadband using households have expanded dramatically in recent years and continue
to do so. In 2000, 5.2 million households had broadband. In 2002, the total climbed
to 17.4 million. In 2004, it was 34.3 and in 2006 numbers expected to reach 51.1
million and 69.8 million in 2008.
CMR went on to say eMarketer estimates that spending for Internet video advertising
in the U.S. will nearly triple in 2007 to $640 million from this year's $225 million.
This comes from film and video commercials being transferred to a new medium and
new markets.
"In real-world terms, what that means is marketing campaigns can extend TV's
reach to the online space, enticing the target audience to spend more time with
a particular brand," said Hallerman in the same article. "It also means using
the Internet's ability to track consumers in ways that match up television commercials
with online (and offline) activity."
As businesses begin to contemplate the next direction for their marketing and
advertising needs, this is giving them a strong message they need to find a place
with a full service capability. It also suggests businesses may want to consider
some form of video advertising for their own campaigns in the future. It may give
them an outlet for their own content. One thing is for sure, the companies that
utilize television advertising will definitely need to prepare for Internet video
advertising.
About
the Author:
John Stith is a staff writer for WebProNews covering technology and business. |
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