YuMe Share-Shift Analysis - TV and Online Video
Executive summary
Online video ad spending increased by 40%1 in 2010 as an increasing number of advertisers embraced the medium. Even with explosive growth and mass-market penetration, online video still represents only a small percentage of marketers' overall media mix. Media planning across different media continues to be a challenge; but if video buying is planned holistically, independently of the screen on which it appears, the results are significant and compelling.
YuMe set out to demonstrate that reallocating 5%, 10%, or 15% of a TV buy to online video can...