For Consumer Product Strategy Professionals

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	February 27, 2009 Monetizing Online Video In Europe Balancing The Needs Of Advertisers And Users by Nate Elliott with Rebecca Jennings, Bobby Tulsiani, Mark Mulligan, Angie Polanco

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Executive Summary

With European online video ad spending set to more than quadruple in the next five years — nearing €1 billion in 2013 — the majority of publishers have now set their sights on the in-stream video ad opportunity. Advertisers prefer pre-roll ads to other in-video ad formats, and users are actually as likely to accept pre-roll ads as any other format publishers can use to monetize video content. Sites can balance the needs of advertisers and users by limiting both in-stream ad frequency and length and by rotating through a variety of in-video ad formats.

TABLE OF CONTENTS

• Europeans' Growing Use Of Video Sparks Advertiser Adoption Of Video Ads
• Publishers Have Set Their Sights On The In-Stream Ad Opportunity
• Users Will Accept In-Stream Advertising If It's Implemented Correctly
• Advertisers Are Warming To Shorter Ads But Often Ignore Frequency
• Video Advertisers Are Primarily Concerned With Hitting Their Target Audience
• Video Ad Servers Make It Easier To Balance Users' And Advertisers' Needs

RECOMMENDATIONS

• Sites Must Improve Advertisers' Performance While Considering Users' Needs
• Supplemental Material
• Related Research Documents

This is an excerpt

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