SEPTEMBER 24, 2008
Turning the volume up
Substantial growth for online video advertising depends on the audience and the inventory—enough people to watch the ads and enough space to encourage mass marketers to buy the ads.
"With 67% of all Internet users now viewing some form of video advertising—in-stream, in-banner or in-text—at least once a month, the audience has reached critical mass," says David Hallerman, senior analyst at eMarketer and author of the new report, Video Advertising Growth Factors. "At eMarketer, we are estimating that by 2012 four out of five Internet users will view video ads, and that means the ads will be ubiquitous."
eMarketer projects that 129.5 million people will view online video ads this year, and that number will rise to 183.3 million in 2013.
"Another key factor in the growth of video advertising will be an increase in the amount of trusted, professional-quality video content,” says Mr. Hallerman, “which will attract a broad base of viewers and give brand marketers the mass reach they seek."
Currently, short-form videos are what consumers respond to online, but the problem is they are typically too short to run along with more than a 15-second ad, and even that can be too long.
"The growth of long-form video online—defined as TV episodes, Web-only shows, complete sports events and full-length movies—will create a wide range of inventory," says Mr. Hallerman.
While long-form Internet video will not supplant television, it supplements it in two key ways:
- It shows elements that are not covered fully on the tube, such as with the Olympics or the national political conventions.
- It expands the audience. For example, Olympic Website traffic peaked at noon, undoubtedly when many people were at work.
"Even so, even with the positives, media companies' fear of cannibalizing their legacy business model will slow placement of video assets online," says Mr. Hallerman.
译文:
网络视频广告呈增长趋势
让网络视频广告数量增长起来
网络视频广告的大量增长依靠的是受众和视频内容总量 – 也就是说， 需要充足的人去观看广告以及足够的空间去鼓励大量厂商购买广告。
目前，67%的网民每月至少观看一次某种形式的视频广告，如流媒体视频广告，旗帜视频广告，或文中视频广告等，受众数量已经到达了一个临介数量，”David Hallerman说。David是eMarketer网站的资深分析师，也是最新报告《视频广告增长因素》的作者。“根据eMarketer网站预测，截至2012年，百分之八十的网民将浏览视频广告，也就意味着广告将无处不在。”
eMarketer网站预测今年将有129,500,000人观看网络视频广告，到2013年这个数字将增长到183,300,000人。
“视频广告增长的另一个关键性因素是可信的，具有专业品质的视频内容的增长，”Hallerman先生说，“这些内容会吸引大量观众，也满足了品牌营销人员所追求的高到达率。”
目前，简短形式的网络视频是消费者积极响应的形式，但问题是他们通常太短而只能播放15秒的广告，而且即便那样可能还算长的了。
较长时间的网络视频的增长 – 也被定义为电视短剧，网络版节目，完整的体育活动直播以及完整版电影 – 这将创造大量的内容，“Hallerman先生说。
虽然较长形式的网络视频不能替代电视，但却在两方面对电视有所补充：
- 网络视频能够播放电视不能全部播放的内容，例如，奥运会或国家政治会议。
- 网络视频扩大了观众的范围。例如，奥运网站流量在中午达到峰值，无疑这是很多人的工作时间。
“即便这样，即使面对诸多有利因素，担心其传统业务模式被瓦解的媒介公司放慢了网络视频资产的发展和替代过程。”Hallerman先生说。