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Thursday
Sep042008

Web Video Ad Metrics Lack Integration

DateSeptember 4, 2008

As the online video market continues to grow it becomes important to accurately measure the advertising dollars which support it. According to Daisy Whitney at TVWeek, "Influential media research firm eMarketer recently revised its annual online video ad-spending numbers downwards by two-thirds to $505 million, citing a change in methodology. But neither its initial nor its revised projection accounts for money flowing into brand integration, product placement and host mentions in Web video." Most importantly sponsorships, brand integrations and branded entertainment are not included in these estimates and for companies like For Your Imagination this is where success has been found. Thanks Daisy! The bottom line is "Tracking Online Video Advertising Is a Big Fat Pain", Thanks Wired and Betsy!

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References (2)

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  • Response
    Response: Watch 90210
    at My Thoughts on Changes on Sep 3, 2008
    One problem, according to TV Week, is that product placement is woefully underestimated, and it could represent a significant piece of the pie: Online Video networks Revision3 and For Your Imagination told TV Week that they charge $60 to $80 per thousand-views (CPMs) for product placements. Not bad, given some old, established sites charge rates of $20 CPM for overlay ads.
  • Response
    Response: Web Video Market Estimates Basically Meaningless
    at Aware 11 on Sep 3, 2008
    eMarketer caused a stir a few weeks back when it decided to cut its estimate for video adverting by nearly two-thirds to $505 million. While that was a reality check for some, TVWeek's Daisy Whitney points out that all current estimates of the size of the Web video market really aren't worth the paper they're printed on.

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