In the US, spending on online video ads is projected to more than triple by 2011. In Europe, the market is expected to grow even faster, thanks partly to the expansion of high-speed broadband in the UK, France, Germany and Scandinavia.
The Online Video Advertising report examines this nascent but rapidly growing ad channel with special emphasis on developments in Western Europe.
eMarketer estimates that online video ad spending in the US now represents less than 4% of all Internet advertising, and the equivalent of 1% of TV advertising. But the market is growing.
According to ABI Research, online video ad spending in Europe will increase from $200 million in 2008 to $2.46 billion in 2012.
Key questions the “Online Video Advertising” report answers:
- What are the most popular online ad formats?
- How long should a video ad run?
- What is the difference between online video and TV ads?
- Who watches online video ads?
- What do viewers like—and dislike—about online video ads?
- How are US and European viewers similar?
- Which European country is leading the way in online advertising?
- And many others…
eMarketer Reports—On Target and Up to Date
The Online video Advertising report aggregates the latest data from international marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
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In the US, spending on online video ads is projected to more than triple by 2011. In Europe, the market is expected to grow even faster, thanks partly to the expansion of high-speed broadband in the UK, France, Germany and Scandinavia.
Executive Summary
Online Video Advertising Spending in Asia, Europe and the US, 2008 & 2012 (millions)
Key Questions
The State of Play
Characteristics of Online Video Ads, 2007-2008
Consumer Responses to Online Video
Attitudes and Behaviors of US Adult Online Video Viewers Toward In-Stream Online Video Advertising, December 2007 (% of respondents)
US Online Video Viewers' Responses to Online Video Advertising, April-May 2007 (% of respondents)
Number of Actions Ever Taken by US Adult Online Video Viewers in Response to TV and Online Video Ads, July 2007 (% of respondents)
Attitudes of US Online Video Viewers Toward Brands Featured in Online Video Ads, July 2007 (% of respondents)
Metrics for US Online Video Advertising vs. TV Commercials, 2007 (% increase vs. TV)
Business Models for Online Video Advertising
In-Stream Ads
Attitudes* of US Online Video Viewers toward Online Video Advertisements, April-May 2007 (% of respondents)
Primary Factor that Would Make Online Video Ads More "Pleasurable" According to US Online Video Content Streamers, June 2007 (% of respondents)
In-Text and In-Banner Ads
Europe’s Online Video Viewers
The UK
UK Internet Users Who Watch Online Video, 2006 & 2007 (% of respondents)
Percent of Time Online that UK Adult Internet Users Spend Watching Online Video, by Age, February 2007
Top 10 UK Online Video Sites, Ranked by Market Share of Visits, February 2008
France
Online Audio and Video Activities of Adult Internet Users in Select Countries Worldwide, October 2007 (% of respondents)
Responses to Online Video Advertising among Online Video Viewers in France, 2007 (% of respondents)
Germany
Online Video Use and Interest among Adult Internet Users in Germany, May 2007 (% of respondents)
Adult Internet Users in Germany Who Are Interested in Advertising-Supported vs. Paid Online Video Content, by Pricing Model, May 2007 (% of respondents)
Leading Types of Online Video Content Sites Used by Adult Internet Users in Germany, May 2007 (% of respondents)
Trends to Watch
Publisher Investments
Better Video Quality
Automated Ad Creation
Archives Come Alive
Budget Battles
Regulatory Issues
Related Information and Links
Related Links
Contact
Report Contributors
In the US, spending on online video ads is projected to more than triple by 2011. In Europe, the market is expected to grow even faster, thanks partly to the expansion of high-speed broadband in the UK, France, Germany and Scandinavia.
ABI Research
Advertising.com
Burst Media
Experian Hitwise
IBM
InsightExpress
Interactive Advertising Bureau (IAB)
Isobar
JupiterResearch
Millward Brown
Office of Communications (Ofcom) - UK
Online Publishers Association (OPA)
OTX
Synovate
TNS
Utarget Networks
YouGov
Zoomerang