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Video Advertising Online:
Spending and Audience
In 2011, nearly one in every ten dollars spent for advertising on the Internet will be for video advertising. As advertisers continue to shift budgets from television advertising, video ads will become a driving force in overall Internet ad spending gains.
The Video Advertising Online report examines the impact this new and developing channel will have on advertising revenues—online and off.
Video's high engagement factor, combined with the Internet's tracking and targeting capabilities potentially, offers brand advertisers a highly accountable method to sway the hearts and minds of their target audience. For Web publishers, video advertising represents an important revenue stream.
Unfortunately, a third element in the equation—the audience—is not entirely ready for TV-like advertising on the Internet.
Key questions the "Video Advertising Online" report answers:
- What factors could hold online video back?
- What factors may boost online video ad spending?
- What elements will help attract a larger online video audience?
- What types of video content do viewers watch the most?
- What length ads will viewers tolerate when watching videos online?
- And many others...
eMarketer Reports—On-Target and Up-to-Date
The Video Advertising Online report aggregates the latest data from marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions—right now.
To download the report to your desktop—click Add to Cart:
In 2011, nearly one in every ten dollars spent for advertising on the Internet will be for video advertising. As advertisers continue to shift budgets from television advertising, video ads will become a driving force in overall Internet ad spending gains.
Executive Summary
 Online Video Advertising Spending As a Percent of Total Internet, Rich Media and Television Advertising Spending in the US, 2003-2011
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Video Advertising Online
Ad Spending
US Online Video Advertising Spending, 2001-2011 (millions)
US Online Video Advertising Spending Growth, 2001-2011 (% increase vs. prior year)
US Online Video Advertising Spending, 2001-2011 (% of total online ad spending)
Key Trends
Online Advertising Tactics for which US Online Marketers* Plan a 5%+ Increase in Budget Investment, 2006 & 2007 (% of respondents)
Most Important Advertising Tactics that US Marketers Plan to Use This Coming Year, December 2006 (% of respondents)
Types of Online Advertising that Will Lead Revenue Growth according to US Interactive Publishers, 2004-2007 (% of respondents)
US Online Video Ad Impressions on Eyeblaster Network, by Industry, 2006 (% of total)
US Online Video Ad Impressions on Eyeblaster Network, by Industry, 2005 & 2006 (% of rich media impressions)
Online Advertising Formats Supported by US Interactive Publishers' Sites, 2005-2007 (% of respondents)
Length of Online Video Advertising Spots Supported by US Interactive Publishers' Sites, 2007 (% of respondents)
Online Video Advertising Formats Supported by US Interactive Publishers' Sites, 2006 & 2007 (% of respondents)
US Adults Who Found Webpages with Online Video or Rich Media Ads Appealing, Q1 2007 (% of respondents)
Online Marketing Methods that Will Grow the Most* in 2007 According to US Senior B2B Marketing Executives (% of respondents)
Key Factors in Purchase Decisions Among B2B Professionals in North America, March 2007 (ranking on a scale of 0-7)
Audience Attitudes and Actions
US Online Video Viewers Who Have Seen an Online Video Advertisement, April-May 2007 (% of respondents)
Attitudes of US Online Video Viewers toward Online Video Advertising, November 2006 (% of respondents)
Attitudes of US Online Video Viewers* toward Video Ads vs. Standard Creative Units on the Same Web Page, November 2006 (% of respondents)
Aspect of Online Video that US Adult Internet Users Like Least, February 2007 (% of respondents)
US Adult Internet Users Who Are Willing to Pay to Watch Their Favorite Video Content* Online, November 2006 (% of respondents)
Attitudes* of US Online Video Viewers toward Online Video Advertisements, April-May 2007 (% of respondents)
Attitude of US Influencers* and Non-Influencers toward Advertising, July 2006 (% of respondents who agree strongly or moderately)
Key Elements that Make Online Video, Rich Media or Static-Display Ads More Appealing and Engaging for US Adults, Q1 2007 (% of respondents)
US Adult Internet Users Who Are Willing to Watch Advertising before a Free Online Video, 2006 (% of respondents)
Factors that Would Make Online Video Ads More "Pleasurable" according to US Consumers, January 2007 (% of respondents)
Online Video Advertising's Effect on Unaided Brand Awareness* among US Online Video Viewers, by Attribute, April-May 2007 (% of respondents)
Online Video Advertising's Influence on Ad Relevance* among US Online Video Viewers, April-May 2006
Online Video Advertising's Effect on Brand Consideration* among US Online Video Viewers, by Attribute, April-May 2007 (% of respondents)
Behavior of US Online Video Viewers When They See Ads in the Video They Are Watching, November 2006 (% of respondents)
Impact of Short Commercials before Every YouTube Video Clip according to US Adult Frequent* YouTube Watchers, December 2006 (% of respondents)
Attitude toward Ads that Appear prior to Online Videos among US Female BabyCenter.com Visitors, February 2007 (% of respondents)
US Adult Internet Users Who Agree* with Select Statements Regarding Advertising, July 2006 (% of respondents)
US Adults Who Understood the Message Communicated by Online Video, Rich Media or Static-Display Ads, Q1 2007 (% of respondents)
US Adults Who Thought the Online Video Ad They Saw Was Entertaining, by Type, Q1 2007 (% of respondents)
Actions
US Internet Users' Responses to Online Video Advertising, 2007 (% of respondents)
US Online Video Viewers' Responses to Online Video Advertising, April-May 2007 (% of respondents)
Select Reactions and Behaviors of US Online Video Viewers Who Have Seen an Online Video Advertisement, by Type of Website, April-May 2007 (% of respondents)
US Adult Internet Users' Interactions with Online Video Ads, by Gender, July 2006 (% of respondents)
Online Video Advertising Interaction Rate*, by Ad Size, 2006
US Consumer Interactions with Online Video Ads, 2006 (% of ads served)
Portion of Online Video Ads on Eyeblaster Network Watched by US Internet Users, by Industry, 2006 (% of respondents)
Average Duration of Online Video Ads on Eyeblaster Network Watched by US Internet Users, by Initiation Type, 2006 (seconds)
The Audience Up-Close
US Online Video Viewers, 2003-2011 (millions)
US Online Video Viewers, Broadband Users and Total Internet Users, 2003-2011 (% increase vs. prior year)
US Online Video Viewers As a Percent of Broadband Users, Total Internet Users and Total Population, 2003-2011
Growth of Average US Online Video Advertising Spending per Online Video Viewer, 2004-2011 (% increase vs. prior year)
Average US Online Video Advertising Spending per Online Video Viewer, 2003-2011
Who Watches
US Online Video Viewers and Internet Users, by Gender, 2007 (% of total in each group)
US Internet Users Who Use Streaming Audio/Video, by Gender, 2003 & 2007 (% of respondents)
US Online Video Viewers, by Gender, 2006-2011 (% of total)
US Online Video Viewers As a Percent of Internet Users, by Gender, 2006-2011
US Internet Users Who Have Watched Online Video, by Gender, November 2006 (% of respondents in each group)
Demographic Profile of US Internet Users Who Have or Have Not Streamed Online Video, December 2006 (% of respondents)
Demographic Profile of US Online Video Viewers, by Frequency, April-May 2007 (% of respondents in each group)
US Internet Users Who Use Streaming Audio/Video, by Age, 2007 (% of respondents in each group)
What They Watch
Types of Online Video Content that US Internet Users Watch Regularly, March 2007 (% of respondents)
Types of Online Video Watched by US Adult Internet Users, 2006 (% of total)
Types of Video Streamed by US Online Video Streamers, January 2007 (% of respondents)
Types of Online Video that US Online Video Viewers Watch Once a Week or More, April-May 2007 (% of respondents)
Types of Online Video Viewed by US Online Video Viewers, by Age, November 2006 (% of respondents in each group)
Types of Content that US Consumers Say They Are "Likely" to Stream, January 2007 (% of respondents)
Preferred Type of Streaming Content according to US Consumers, by Age, January 2007 (index ranking*)
Select Media-Related Activities for which US Adult Consumers Would Like to Use a Computer, October-November 2006 (% of respondents)
Amount of TV that US Adult Internet Users Watch vs. Two Years Ago, 2006 (% of respondents)
US Adult Internet Users Who Watch Less TV vs. Two Years Ago, by Age, 2006 (% of respondents in each group)
Where They Watch
Top 12 Video Websites among US Internet Users, Ranked by Unique Audience, January-April 2007 (thousands)
Location Where US Online Video Viewers Are "Most Likely" to View Online Video, November 2006 (% of respondents)
Location Where US Consumers Typically View Streaming Content, January 2007 (% of respondents)
Websites on which US Adult Internet Users Watch Online Video Content, 2006 (% of respondents)
Websites on which US Adult Internet Users Watch Online Video Content, by Age, 2006 (% of respondents in each group)
Websites on which US Adult Internet Users Have Watched Online Video, by Age, December 2006 (% of respondents in each group)
Leading US Broadcast Network Websites, Ranked by Market Share of Visits, February & March 2007
Top 12 Video Websites among US Internet Users, Ranked by Market Share of Visits*, March-May 2007 (% of total category* visits)
Top 12 Video Websites among US Internet Users, Ranked by Share of Visitors, January-April 2007 (% of total video visitors)
Top 10 Online Video Properties among US Internet Users, Ranked by Unique Streamers, March 2007 (thousands and % reach)
Top 10 Online Video Properties among US Internet Users, Ranked by Streams Initiated, March 2007 (millions and % of total)
Methods by which US Online Video Viewers Search and Locate Online Videos, April-May 2007 (% of respondents)
User-Generated Online Video Content As a Percent of Total Online Video Content Watched in the US, 2006 & 2010
How Often They Watch
US Online Video Viewers, by Frequency, March & December 2006 (% of respondents)
US Online Video Viewers, by Frequency, April-May 2007 (% of respondents)
Frequency with which US Internet Users Watch Any Type of Video Content Online, March 2007 (% of respondents)
US Internet Users Who Watch Any Type of Video Content Online Weekly, by Age and Gender, March 2007 (% of respondents in each group)
Frequency of Viewing among US Online Video Viewers, by Gender, November 2006 (% of respondents)
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In 2011, nearly one in every ten dollars spent for advertising on the Internet will be for video advertising. As advertisers continue to shift budgets from television advertising, video ads will become a driving force in overall Internet ad spending gains.
Advertising.com
BabyCenter LLC
Bridge Ratings
BtoB magazine
Burst Media
ClipBlast!
comScore Inc.
Datran Media
DoubleClick
eMarketer
Enquiro
Experian Hitwise
Frank N. Magid Associates
Harris Interactive
Hill & Knowlton
InsightExpress
Ipsos Insight
Ipsos OTX
Leichtman Research Group, Inc. (LRG)
MarketingSherpa
MediaMind (formerly Eyeblaster)
Nielsen//NetRatings
Online Publishers Association (OPA)
Penn, Schoen & Berland Associates (PSB)
Piper Jaffray & Co.
ROI Research
Screen Digest
Synovate
The Kelsey Group
Unicast
Veronis Suhler Stevenson (VSS)
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