NEW YORK (Aug. 14, 2008)
has revised its online video ad spending projections, forecasting that
advertisers will spend $505 million online this year in the US. That estimate is due to changes in methodology,
based on historical data from the Interactive Advertising Bureau (IAB),
eMarketer’s benchmark source. While this year’s online video ad projection is quite
a drop from the one eMarketer put out in February 2008, which said that
advertisers would spend $1.4 billion in 2008, it is important to note that the
lowered estimate still represents an increase of 55.9% over 2007 spending.
online video ad spending is expected to grab only 2% of total Internet ad
spending and 0.7% of TV ad spending in 2008.
projects that nearly 67% of US Internet users will view online video ads at
least once a month in 2008. A great indicator that online video will reach a
mainstream audience is the 129.5 million people who will watch online video ads
in 2008. By 2013,
an estimated 183 million people in the US will watch online videos, a mere
4.9% change compared with the prior year.
The majority of video consumed online today is clips
rather full-length TV episodes or movies. The most popular online video
content, watched by more than 40% of the US online video audience, is clips
of 5 minutes or less. They consist of news, jokes, movie trailers, music videos
and TV shows.
as video becomes the great growth area for Internet advertising, there’s a
major disconnect between the amount of time people spend with short-form video,
especially user-generated, and the ad dollars that accompany such video
content,” says eMarketer senior analyst David Hallerman. “However, as media
companies change their business model, putting more and more professionally
created video content online, the audience—and related ad dollars—will increase
To speak to Mr. Hallerman about his ongoing analysis of the
online market, reach out to the eMarketer media contacts listed below.
eMarketer is "The First Place to Look" for research and analysis on
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and the most comprehensive database of online marketing statistics in the
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Communications coordinator, eMarketer
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