July 16, 2007
Online Video Ads: Just Wait
A study by eMarketer predicts the floodgates will open after 2011, when the lines between TV and Web video will be blurred. Business Week reports.
"... A new report by eMarketer, released July 16, suggests video ad sales are expected to grow from an estimated $775 million this year to $3.1 billion in 2010 and then to $4.3 billion in 2011. That's up from a November projection in which eMarketer estimated 2010's video ad sales at less than $3 billion.
Though the numbers sound large, the expected activity over the next four years suggests that advertisers will be merely experimenting with the medium. Even at $4.3 billion, spending on video ads would account for just $1 of every $10 of Internet advertising.
It's after 2011 that the floodgates will really open, says eMarketer senior analyst David Hallerman. By then, the distinction between television and Web video will be so blurred that advertisers will begin directing more of their marketing budgets to the online version. "All you have to do is take a few percentages off of a TV advertiser's typical budget and that is going to be a large amount of money," says Hallerman. "
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