Ad Execs To Spend More On Online Video
In a survey conducted by the American Advertising Federation results show that most advertisers are reaching out to new media to improve advertising strategies. Ad executives see a trend toward more advertising in online video. 53% of the 168 respondents said they believe that 20% or more of their TV advertising budgets will move to online video by 2010.
Budgets for 2007 are expected to increase by 42% over 2006. Broadcast TV is thought to be the best way to integrate with online media. Magazines are believed to be the most effective for getting users to go online.
One ad executive involved in the survey said, "The determining factor will be the sheer volume of online opportunities. Will there be a handful of sites that rise above the fray or will there be so many sites to choose from that the media dollars can't possibly cover enough bases to be effective?"
With the continued growth of online video it makes sense for advertisers to explore the opportunities that are available. The results of online advertising are more measurable than traditional TV advertising. Another ad executive who participated in the survey said "Online advertising provides nearly instantaneous metrics, which has led most of us to view online as a direct response medium"
As online video continues to grow so will the advertising dollars. Whatever is receiving the most clicks in the Internet video world will be the place advertisers will want to be. Much of this growth can be traced back to Google's purchase of YouTube. That purchase will have a long lasting effect on web video and the direction of the advertising industry.
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