Thu - 23.11.2017

Online video advertising

Through gloomy economic conditions shines a rare glimmer of British sun: spending on Internet and mobile advertising in the UK rose to a record six-month high in the first half of this year to reach nearly £2.6 billion.

This represents a 12.6 percent increase from the first half of 2011, during which £2.3 billion was spent on Internet and mobile advertising.

These figures come from the latest Internet Advertising Bureau UK (IAB) Expenditure Report, published today, which is based on a survey conducted by Pricewaterhouse Coopers measuring like-for-like, year-on-year growth.*

Other key findings include:

  • Mobile ad spend more than doubled
  • Paid search advertising dominates digital ad spend across platforms
  • Online video advertising increased by nearly half

Mobile advertising

Spending on mobile advertising has continued what the report refers to as its “meteoric rise,” soaring 132 percent to £181.5 million. As we reported in March, mobile ad spend grew 157 percent from 2010 to 2011, according to IAB.


Emma Knight


2012-10-09 16:08

In a strategic move to strengthen its online video footing, British household cleaning products maker Reckitt-Benckiser today moved about US$20 million from TV to online advertising for more than 15 of its brands, reported. Until now, the company has spent more than 90 percent of its budget on TV, according to TNS Media Intelligence.

The move was reportedly also fuelled by the need to improve its CPM cost. The company has reported five straight years of growth in sales, and spends $475 million on advertising.

The brands reportedly targeted for the shift include Air Wick, Lysol, Mucinex, Finish and Clearasil, according to AdAge. Further, the company is partnering with more than a dozen video ad networks.

Marc Fonzetti, the company's media manager and Internet specialist said the company has "seen a fundamental shift in consumer consumption and media habits migrating over to digital video."

With this aim in mind, the company has chosen "ad-serving networks over TV network sites such as Hulu, and," the AdAge article stated. Emphasis on Return on Investment is another reason why consumer -package-goods have not invested very much in online video. The volume of inventory required to TV audiences is very high and cuts into CPMs.

Scott Ferber, CEO of online video ad network Tidal TV told AdAge that online CPMs are expected to stabilise in the next three years.


Leah McBride Mensching


2009-04-01 23:27

More than 100 million unique viewers watched 5.9 billion videos on Google sites in December 2008, with YouTube accounting for almost 100 percent of the views, according to comScore Video Metrix, eMarketer reported Thursday.

However, marketers are questioning how much high levels of traffic will translate into revenue increases.

Typically, marketers want to see ads placed with content they are comfortable with, or want consumers to relate their brands to. This is not the case with YouTube, in which most content is user-generated, and not trusted by marketers, said David Hallerman, an eMarketer analyst.

Hallerman explained that most YouTube content is short-form and can support only ads 15 seconds long or shorter. Most advertisers are inclined to spend money for online video advertising when video shows are longer, according to eMarketer.

The popular short forms on the video site will continue to distract viewers, even though YouTube has struck deals for longer and more professional videos, Hallerman added.

Hallerman cited Hulu as an example for a simple video site that facilitates an easy and direct link between the audience, video and advertiser, eMarketer reported.


Leah McBride Mensching


2009-02-12 22:14

Online video ad spending in the United States will keep growing by 22.5 percent this year. However, the increase has slowed down since 2006, according to estimates by AccuStream iMedia Research in January 2009.

The growth level last year was 36 percent, but it would rise again in 2010 to 28.2 percent, according to eMarketer.

Overall spending accounted for $2.1 billion in 2008, while CPMs on premium preroll videos averaged $35 in 2008.

AccuStream's estimates are far higher than those from other researchers. For example, according to eMarketer, online video ad spending reached $587 million in 2008. However, AccuStream counts all online-video-related infrastructure in its estimates.

eMarketer predictions also show online video ad spending growth would cool from from 81 percent in 2008 to 44.9 percent this year, and will bounce again in 2010.


Erina Lin


2009-02-02 23:28

California-based One True Media received US$9 million in its second round of funding, paidContent reported Wednesday.

The online video advertising firm plans to use the money for SpotMixer, which is currently used by Google AdWords, YouTube and Yellowbook.

The funding was from venture capitalists DAG Ventures, NTT Finance and Kleiner Perkins Caufield & Byers, a previous backer, according to paidContent.

Other online video ad competitors receiving funding include, which received $5.2 million in October, and, which picked up $3.8 million in December, paidContent reported.


Leah McBride Mensching


2009-01-08 02:43

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