Skip to main content

Video Advertising will Grow to $5.71 Billion in 2015


Viewing traditional television content is central to mainstream America's media day. But the internet is already having a profound effect on U.S. consumer viewing habits and the proliferation of devices is altering their video consumption behavior.

eMarketer estimates that in 2011, 68.2 percent of U.S. internet users, or 158.1 million people, will be watching video content online each month. By 2015, that figure will increase to 76 percent of internet users -- or 195.5 million people.

In the same period, online video advertising spending will surge from $1.97 billion to $5.71 billion.

"Consumers are not ready to go over the top (OTT), but they are edging closer," said Lisa E. Phillips, eMarketer senior analyst. "They care most about convenience, cost and choice, and are interested in viewing options to the extent that they fit in with those demands."

Broadcast live TV shows are still popular with mainstream U.S. viewers, but newer technologies make it easy to time-shift shows to suit people's schedules -- even while watching on a TV set. Gaming consoles, present in a majority of households, also facilitate OTT video streaming.

eMarketer expects that this year, 69.4 million adults will watch TV shows at least once a month through some type of internet connection, meaning the show could be watched on a TV set, computer screen or mobile device. By 2015, nearly 100 million adults, or 48 percent of all adult internet users, will do the same.

"There is no one-size-fits-all approach to advertising around video content, given the myriad devices and demographics that are intersecting," said Phillips.

Brand marketers need to know their target audiences expect to be entertained with strong creative -- and merely re-purposing legacy 30-second TV commercials for online video use has proven to be problematic.

Popular posts from this blog

Global Rise of Domestic Payment Ecosystems

Alternative Payment Methods (APMs) – comprising digital wallets, instant payments, and QR payment systems – are experiencing explosive growth that's reshaping the global financial services marketplace. According to the latest worldwide market study by ABI Research , the combined global transaction value for APMs is projected to reach $142 trillion by 2030. What's particularly fascinating is the underlying driver behind this trend: a growing desire for financial sovereignty, with nations developing domestic payment ecosystems rather than remaining dependent on international financial networks. Payment Ecosystem Market Development In 2024, approximately 45 percent of the global population used digital wallets – a remarkable adoption rate for a technology that barely existed a decade ago. China leads this transition, with 95 percent of its population using WeChat's payment functionality. WeChat exemplifies the "super app" phenomenon, where payment capabilities are in...