Brands in favor of video even as cost is a concern for agencies
The online advertising industry has its eyes on online video, the fastest-growing digital ad format. eMarketer expects online video ad spending to reach $2.2 billion by year’s end, up 52.1% from 2010. By 2015, it will account for $7.1 billion in online ad spending.
According to online video ad network BrightRoll, publishers too are focused on digital video advertising: More than three-quarters of US online publishers expect online video advertising—in some form—to be a top revenue generator for 2012.
Most publishers (63%) are betting on in-stream video ads, such as pre-roll or mid-roll units, to generate the most revenue. Nine percent said in-banner video would bring in the most ad dollars.