Online video (advertising) is one of the next big things. We didn't need Google to buy YouTube for a billion and change to tell us that (though it certainly did "validate" the market). 
In 2005, a study from Dynamic Logic MarketNorms report revealed that video delivered nearly three times higher brand awareness and message association, and more than 100% higher purchase intent and online ad awareness than non-rich media ads. eMarketer then embraced it and said that online video advertising would grow to 71% last year, to more than $200 million. (Hat tip to Mediapost)
So we know that the market is big, growing and should be a great vehicle for advertising. But is it? Many viewers of pre- and post-roll ads find them annoying and claim to ignore them. These habits are well-engrained from our TV/Tivo experiences.
Certainly as the technologies mature, the targeting should get better thereby increasing the "value add" of advertising to the entire user experience. But we have a long way to go and ultimately micro-payments (or at least the choice of paying to have an ad free experience) may replace the TV model.
Will advertising and online video ultimately get married? I don't know but we're watching the first kiss.
» Know More Media Review: AlwaysOn, New Media Mainstreaming, and Strong Words from Know More Media
This week WebMetricsGuru author Marshal Sponder is covering AlwaysOn Media from New York. He started the conference off with a reflection on what it felt like to be surrounded by so many powerful people; downplaying his own growing citizen media... [Read More]
Tracked on: January 31, 2007 12:37 AM | Permalink to Trackback