Commentary
ID Media's Baliber On The Chicken & Egg Of Video Supply & Demand
- by Joe Mandese @mp_joemandese, October 24, 2013
After dining on a sumptuous breakfast of eggs flown in from Austin, TX, (that’s another story), attendees at the Video Insider Summit in Montauk, Long Island, got a good dose of chicken
and egg analogies during an opening keynote conversation with Interpublic’s ID Media’s Michael Baliber.
Asked by MediaPost’s Ross Fadner why the online video advertising marketplace hasn’t really taken off yet, Baliber said it’s because of a fundamental paradox concerning the supply & demand of video advertising opportunities.
On the supply side, Baliber said the online video marketplace has clearly emerged, because, you know, consumers are consuming it. From a demand side, not so much.
“The other side of the equation to say why video hasn’t arrived is from a demand perspective,” Baliber explained, noting that it currently represents only about 2% of the share of ad spending in the marketplace.
“Yes, I expect that number to increase dramatically” in the next year, Baliber said, adding, “Even if it doubles it’s less than 10%.”
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
