Online Video Advertising Will Gain Considerable Market Share

Sunday, 04. 26. 2009  –  Category: Enversa

It seems as if people are watching more content on their laptop computers than their televisions these days. Video content is made readily available to the public through various avenues including major network websites, cable network websites, and third party websites like hulu.com. It has been reported that online video viewership may surpass the 10 billion person estimate that was outlined in a study by comScore. Billions of people are utilizing these sites to view content that they may have missed on traditional television. Furthermore, these sites almost always contain a 30 second to 1 minute long commercial before allowing users to view content. This online video advertising, much like traditional television, allows companies to market products and services even over the internet.

Network, cable, and third-party websites are not the only sites taking advantage of online video advertising however. There are many other types of websites that utilize online video advertising. For example, news outlet websites like cnn.com or foxnews.com offer their users video clips of major news stories. Much like the content on major network websites, the content that is shown on the news outlet sites also force the user to view a short advertisement before continuing on to the news story.

One new and interesting venture that Google has recently piloted is Google TV Ads online. This will enable companies to purchase ads online that will be run on various Google related sites include its YouTube site and its Google video site. Currently, there are a small number of companies that are testing this service and running ads via Google TV Ads online. If Google is a gauge for recent trends on the internet, it seems as if online video advertising will continue to gain popularity in years to come.

It is clear that online viewership is high and that marketing online can be quite advantageous, but there are several reasons why video advertising may be even more effective than traditional web-based marketing. First, video advertising allows users to interact with content. That is, static web-based written content requires the user or reader to actually read and pay attention to what they are reading in order to get the advertiser’s message. However, video advertising allows users to interact with the web by viewing the content, without having to read. Furthermore, video advertising could be quite advantageous for small to medium sized business simply because it may be more cost-effective for smaller businesses to create and place advertising for video content for the web than traditional media like television.

Online video advertising is viewed by billions of people world wide and may be more effective than traditional written advertisements. Because of the large viewership that the internet can generate, online video advertising may gain considerable market share. eMarketer predicts by 2010, one in ten dollars devoted to internet advertising will go towards video placements.

Marc Pickren is the President of Enversa- a performance-based marketing agency.

Tags: advertisers, content, Google, internet, marketing, video, websites