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Article: ONLINE VIDEO: Video advertising offers more than just TV online.

Article from:
New Media Age
Article date:
May 21, 2009
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Despite some market downgrading, online video advertising is set to grow to $3.4bn by 2012, according to eMarketer. In order for it to achieve this penetration it's necessary to prove value. Unsustainable premium novelty pricing has evaporated, which in turn offers advertisers lower pricing, but as an industry we need to improve measurement and demonstrate brand effectiveness to really start moving those brand bucks online to what has to date been a response-driven environment. Utarget.Fox recently added iGRPs to our stats to enhance cross-media reporting.

In April we set out to prove online video advertising could be used to extend the reach of TV campaigns. ...

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