That’s what Google’s Eileen Naughton said the online video advertising marketplace
has emerged as.
In other words, online video is both the fastest growing medium from a consumer usage POV, and the fastest growing one from an ad
spending perspective, growing more than 41% last year. But that’s still tiny. Naughton noted that it sill accounts for less than 4% of U.S. ad spending. By my estimates, it’s a lot less
than that, but who’s counting?
What are the big obstacles?
Naughton said formats,
targeting, and scale are the big hold-ups.
“As an industry, I think we’d all agree that we need to establish metrics that prove the
value of online video, and do it in a meaningful way,†she said.