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Benchmarks And Best Practices For Online Video Advertising

The 2009 US Online Video Advertising WebTrack

February 4, 2010

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Authors

  • By Nate Elliott
  • with Emily Riley,
  • Michael Greene,
  • Jennifer Wise

Why Read This Report

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.

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  • Two-Thirds Of US Online Users Watch Video Each Month
  • More Than Four in Five US Web Sites Accept In-Stream Video Ads
  • Users Prefer In-Stream Ads To Any Other In-Video Ad Format
  • CPG Brands Have Most Aggressively Adopted In-Stream Advertising
  • US Online Video Advertising Will Surpass $1 Billion In 2010
  • Too Few Sites Offer Companion Ads, And Too Many Have Clutter
  • The Average US In-Stream Ad Lasts 20.7 Seconds

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
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