Advertisers Demand Proof Of Online Video Efficacy

From e-marketer full article here

NOVEMBER 8, 2010

Finding evidence for video’s branding power

Online video advertising is growing at a fast pace in the US. eMarketer forecasts a spending increase of 48.1% to over $1.5 billion this year, followed by a further boost of about 43% for the next two years. But publishers and video ad networks have concerns about their effectiveness.

A survey of web publishers by online video ad service provider BrightRoll found that they considered standardization of formats across ad networks to be the greatest barrier to online video growth, followed by the interruption to the user experience.

Greatest Barriers to Online Video Growth According to US Online Publishers, Sep 2010 (% of respondents)

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