According to eMarketer's recent prognosis for online video advertising, the market will take until 2010 to surpass the $1-billion mark, while beyond 2010 huge additional sums will go to online
video advertising each succeeding year.
The report concludes that more trusted video content to sustain advertising, and more large advertisers seeing enough scale to enter this market in a big
way, will support that growth.
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While only 2% of total Internet ad spending will go to video in 2008, that share will be nearly five times higher by the end of 2013.
Further, says the
report, as total Internet ad spending approaches total television ad levels in 2013, it will become commonplace for media buyers looking to both
online and TV for most campaigns, even in the
upfront market.
US Online Video Advertising Spending |
Year | Online Ad Spending (million $) |
2007 | $324 |
2008 | 505 |
2009 | 750 |
2010 | 1,150 |
2011 | 1,900 |
2012 | 3,400 |
2013 | 5,800 |
Source: eMarketer, August 2008 |
US Online Video Advertising Spending ( Percent of TV and Total Online Advertising Spending) |
Year | % of TV Spend | % of Internet
Spend |
2007 | 0.5% | 1.5% |
2008 | 0.7 | 2.0 |
2009 | 1.1 | 2.6 |
2010 | 1.6 | 3.4 |
2011 | 2.6 | 4.7 |
2012 | 4.5 | 6.8 |
2013 | 7.6 | 9.8 |
Source: Brenstein Research, May 2008;
eMarketer, August 2008 |
EMarketer estimates that by 2012 four out of five Internet users will view video ads, projected to 183.3 million viewers in
2013.
US Online Video Ad Viewer Penetration (% Total Internet
Users) |
Year | % Internet Users |
2007 | 59.2% |
2008 | 66.8 |
2009 | 72.0 |
2010 | 75.1 |
2011 | 77.7 |
2012 | 80.6 |
Source: eMarketer, August 2008 |
NB: Online video advertising viewer is defined as an individual who sees any form or video
advertising (in-stream, in-banner, in-text) at least once a month.
For more information from
eMarketer about the study, please visit here.