For Interactive Marketing Professionals

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	February 4, 2010 Benchmarks And Best Practices For Online Video Advertising The 2009 US Online Video Advertising WebTrack by Nate Elliott with Emily Riley, Michael Greene, Jennifer Wise	Average: 8  (3 ratings)

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Executive Summary

With users consuming more online video than ever, marketers are set to spend more than $1 billion on online video advertising in 2010. We watched nearly 50 hours of video on 87 Web sites to learn more about how publishers and marketers are deploying in-video advertising — and found that 85% of US Web sites now accept in-stream video ads. However, not all in-stream ad inventory is equal. Marketers must consider not just the quality of a site's content but also whether the site offers companion ads and limits ad clutter. Marketers should also use multiple short creative executions and employ video sponsorships to cut through clutter.

TABLE OF CONTENTS

• Video Has Never Offered Marketers A Bigger Opportunity
• Look Beyond Content Quality When Buying In-Stream Ads
• Make Sure Your Ad Creative Fits The Online Video Experience
• Use Sponsorships To Cut Through The Clutter

WHAT IT MEANS

• Long-Form Video Sites Offer The Most Innovative Creative Formats
• Related Research Documents

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