Connecting You with the Latest Marketing Tips and Trends.
Is web video giving television commercials a run for their money? According to new data from Pivotal Research Group, the online-video market earned approximately $1.8 billion in 2011, and half of that involved just two players: Hulu ($300 million) and YouTube ($600 million). EMarketer anticipates the web video market will grow more than 40% annually for the next three years, but translating these numbers for advertising is a little more complicated. According to comScore, Americans watched more than 8.3 billion video ads in March 2012. Hulu led the pack with 1.7 billion video ad views (a 39% increase over last year), followed by Google sites — including YouTube — with 1.2 billion views. Yet some critics are questioning how many of these ads are actually viewed by the consumer. Nielsen estimates 56% of traditional television ads are skipped over using devices such as DVR and 63% of TV ads are outright ignored. Is it safe to assume the same is happening online?
Maybe I’m just blogging out loud, but it seems like with web video there’s more than what meets the eye. Online advertising may or may not be replacing TV, but it certainly is taking things to the new and exciting level.
Which prompts the question: Are TV ads becoming a thing of the past? Are web video ads now a viable form for communicating a brand, or will TV commercials continue to rule the foreseeable future?
Please feel free to leave a comment below, or head to Vertical Marketing Network’s Facebook page to join the conversation.