url:
http://www.marketingvox.com/archives/2007/02/19/advertisers-seek-but-cant-fi
nd-enough-online-video/?rss1
Advertisers Seek but Can't Find Enough Online Video
Despite marketers' desire to buy ads within online video, they are having a
tough time expanding into the format, reports
http://adage.com/digital/article?article_id=115049 Advertising Age. url:
http://adage.com/digital/article?article_id=115049
Interested buyers are reportedly saying limited inventory, specifically
content created exclusively for the web, is one factor that's holding them
back. Also, the audience for web video is, to date, too fragmented to meet
the needs of buyers looking for significant reach. The lack of a single
model for the buying and accounting of video ads is also cited as a
contributing factor.
The dollars for online video buying are expected to come from television
budgets, but until the online audience expands some marketers appear
unwilling to make that shift. Estimates have buyers spending just 10 percent
of their TV budget on streaming video by 2010, with most of that money going
toward professional content from mainstream media.
Bolt Media CEO Aaron Cohen says if independent producers are going to tap
into serious advertising dollars, there needs to be effective syndication of
content that can bring audience reach to niche videos.
Even so, the lack of a universal rating and measurement models continues to
be a stumbling block to advertisers who need to justify their expenditures.
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