Abstract
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.
Table of Contents
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)
- Factor that Would Make Online Video Advertisements 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
