No media is rebounding faster than the internet this year, with recent forecasts of revenue growth in the neighborhood of 13%-20%. While banner ads will remain second only to search for the foreseeable future, video continues to be the fastest-growing online ad format.
It’s projected to surpass classifieds and directories as the third biggest online advertising channel by 2013, with $4.2 billion in revenue, according to eMarketer. “Video advertising continues to attract new ad spending from brands because it generates greater audience attention than other digital ad formats,” eMarketer principal analyst David Hallerman says.
With video advertising heating up, radio brands offering robust video content have an opportunity to go beyond pre-roll ads and grab a larger slice of the marketplace. “Video is by far and away the top driver for websites, followed by pictures,” Digital Tribe founder Dave Presher says. “Radio websites should be all about videos and pictures, games, loyalty clubs, contesting and what music is playing and has played.” Lindahl says video advertising offers the greatest potential for media brands to grow revenue.
“The power of our local brands with expert product execution in our digital channels positions the industry to continue to grow revenue by offering our local advertisers these kinds of video solutions for their campaigns — that’s where the real opportunity lies,” Lindahl says.
INSIDERADIO.COM - Wednesday, July 27, 2011
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