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Digital Video Advertising:
Where’s the Money?
Video advertising is growing rapidly, and although it remains a relatively small share of overall Internet ad spending, online actually outpaces TV when measured by the ad dollars marketers spend relative to the amount of time individuals spend viewing video.
The Digital Video Advertising report analyzes the growth and development of this closely watched [sic] new marketing channel.
In gross dollars, the video advertising category is dwarfed by television advertising. For every $1 spent on Internet video ads in 2009, marketers will spend nearly $65 on TV commercials. The effectiveness of TV commercials for brand marketing is still unsurpassed.
But the new medium is attracting $0.17 in spending per hour viewed, compared with only $0.13 per hour viewed for television.
Marketers already recognize some kind of added value in video viewing audience.
Key questions the “Digital Video Advertising” report answers:
- What forces will keep Internet video ad spending growth in the 40%-plus range?
- What needs to change for Internet video to become more than an important niche advertising vehicle?
- What types of convergence will allow Internet video advertising to become competitive with TV advertising?
- What online video ad formats work best?
- What obstacles keep video ad measurement from greater effectiveness?
- And many others…
The Digital Video Advertising report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make timely, well-informed business decisions.
Note: This report is available only to Total Access subscribers. For information on how to subscribe, click 'Available with Subscription' link below.
Video advertising is growing rapidly, and although it remains a relatively small share of overall Internet ad spending, online actually outpaces TV when measured by the ad dollars marketers spend relative to the amount of time individuals spend viewing video.
Executive Summary
 Average US Advertising Spending per Hour Viewed for TV vs. Online Video, 2008-2010
Key Questions
The eMarketer View
Key eMarketer Numbers-Digital Video Advertising
Ad Spending and Pricing Trends
US Online Video Advertising Spending, 2007-2013 (millions)
US Online Video Advertising Spending Growth, 2007-2013 (% change)
US Online Video Advertising Spending as a Percent of Total Online and TV Advertising Spending, 2007-2013
What are the barriers to online video advertising growth?
US Consumer Usage and Advertising Spending for TV vs. Online Video, 2008-2010
US Advertising Revenues from Professional Video Programming, by Type, 2009 & 2012
Comparative Estimates: Ad Spending
Comparative Estimates: US Online Video Advertising Spending, 2008-2013 (millions)
Comparative Estimates: US Online Video Advertising Spending Growth, 2008-2013 (% change)
Comparative Estimates: US Online Video Advertising Spending As a Percent of Total Online Advertising Spending, 2008-2013
CPM Pricing
Average US Online Video Advertising CPM, by Format, 2008
US In-Stream Online Video Advertising Metrics, Q4 2008
US Advertising CPM, by Media, 2008
Average CPM for US Online Display Advertising, 2008-2013
Most Important Factor in Online Video CPM Pricing According to US Advertising Agency Executives, Q1 2009 (% of respondents)
Convergence: Internet and TV
Will support for online video advertising come from the television side or the Internet?
Share of Video Minutes Viewed by US Consumers, by Technology and Age, July 2008
Does online video advertising deliver a more engaged audience?
US Ad-Supported Online TV Revenues, 2008 & 2013 (millions)
Video Content Viewing Platform Used* by US Internet Users, September-October 2008 (% of respondents)
US Online-Video-Connected Households*, 2009 & 2012 (millions)
Share of Monthly Consumer Internet Online Video Traffic via PC and TV* in North America, 2008-2013 (% of total)
Monthly Consumer Internet Online Video Traffic via PC and TV* in North America, 2008-2013 (petabytes)
Marketing Choices: Limits to Growth
Factors that Limit Online Video Advertising Growth According to US Advertising Agency Executives, Q1 2009 (% of respondents)
Satisfaction Level of US* Senior Executives Regarding Their Company's Effectiveness at Developing Select Marketing Tactics, November-December 2008 (scale of 1-5**)
Targeting and Reach
Aspects of Online Video About Which the Clients of US Advertising Agency Executives Have the Most Significant Concerns, Q1 2009 (% of respondents)
Type of Targeting that US Advertising Agency Executives Would Like to See More of for Online Video Advertising in 2009 (% of respondents)
Channel from Which US Advertising Agency Executives Would Be More Inclined to Purchase Video Inventory, Q1 2009 (% of respondents)
Primary Reason US Agencies and Advertisers Use Portals, 2008 & 2009 (% of respondents)
Primary Reason US Agencies and Advertisers Use Ad Networks, 2007-2009 (% of respondents)
Ad Formats and Creative
Types of In-Stream Video Ad Formats Purchased by US Agencies and Advertisers, February-March 2009 (% of respondents)
US Advertising Agency Executives Who Prefer Preroll over In-Banner Video Ads, Q1 2009 (% of respondents)
Attitudes of US Advertising Agency Executives Toward Online Video Advertising As Compared to TV Advertising, Q1 2009 (% of respondents)
Measurement and Metrics
Online Marketing Tactics Used by US* Senior-Level Marketing Executives, by Budget Size, February-March 2009 (% of respondents)
Most Effective Online Marketing Tactic for Generating Conversions According to US* Senior-Level Marketing Executives, by Budget Size, February-March 2009 (% of respondents)
Most Effective Online Marketing Tactic for Affecting Brand Perceptions According to US* Senior-Level Marketing Executives, by Budget Size, February-March 2009 (% of respondents)
US In-Stream Online Video Advertising Metrics, Q4 2008
US Overlay Online Video Advertising Metrics, Q4 2008
Online Video Advertising's Effect on Brand Metrics in the US, by Site Category, January 2009 (average delta* above control)
Areas of Online Video Advertising that US Advertising Agency Executives Believe Need to Be Researched Further, Q1 2009 (% of respondents)
Conclusions
Endnotes
102219 | 102220
US Online Video Advertising Spending, 2007-2013 (millions)
US Online Video Advertising Spending Growth, 2007-2013 (% change)
102222
US Online Video Advertising Spending as a Percent of Total Online and TV Advertising Spending, 2007-2013
105457
Key eMarketer Numbers-Digital Video Advertising
105458 | 105459
US Consumer Usage and Advertising Spending for TV vs. Online Video, 2008-2010
Average US Advertising Spending per Hour Viewed for TV vs. Online Video, 2008-2010
105548 | 105552
Comparative Estimates: US Online Video Advertising Spending, 2008-2013 (millions)
Comparative Estimates: US Online Video Advertising Spending Growth, 2008-2013 (% change)
105553
Comparative Estimates: US Online Video Advertising Spending As a Percent of Total Online Advertising Spending, 2008-2013
105555 | 105575
Monthly Consumer Internet Online Video Traffic via PC and TV* in North America, 2008-2013 (petabytes)
Share of Monthly Consumer Internet Online Video Traffic via PC and TV* in North America, 2008-2013 (% of total)
Related Information and Links
Related Links
Contact
Report Contributors
Video advertising is growing rapidly, and although it remains a relatively small share of overall Internet ad spending, online actually outpaces TV when measured by the ad dollars marketers spend relative to the amount of time individuals spend viewing video.
AccuStream iMedia Research
Barclays Capital
BrightRoll
Cisco Systems
Citi Investment Research
Collective Media
Credit Suisse
Deloitte
Dynamic Logic
eMarketer
Forbes
Heidrick & Struggles
Jefferies & Company
LiveRail
MAGNA
Media Dynamics
Online Publishers Association (OPA)
Oppenheimer & Co. Inc.
Piper Jaffray & Co.
Screen Digest
SNL Kagan
The Nielsen Company
UBS
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Available with Subscription
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