The promise of online video

The sellers of online video advertising are singing its praises and extolling its virtues, promising a more engaged audience for online video compared to a relatively passive one for TV.

The Promise of Online Video

Ann Green

As the ability to broadcast video content has gone beyond television to the Internet, mobile phones, and even games, video advertising has followed. While today online video advertising accounts for only a miniscule proportion of media budgets, it presents a significant opportunity for advertisers to extend the reach of their campaigns with compelling content. Television had a monopoly on video for decades, but now advertisers can use video to reach online audiences as well. As evidenced by analysis from the Dynamic Logic MarketNorms® database, summarized in the graph below, video ad formats are...

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