Trends Report

The State Of Online Video Advertising In 2011

Marketers Must Start Paying Attention And Stop Buying Bad Inventory

April 20th, 2011
Nate Elliott, null
Nate Elliott
With contributors:
Emily Riley , James McDavid

Summary

The more online video advertising matures, the more it resembles TV advertising. But if marketers aren't careful, the inventory they're buying can look like overnight rather than prime time. Too many sites and networks are increasing in-stream ad frequencies to the breaking point and forcing in-stream advertisers to compete with ad clutter. To get the most value from their online video ad buys, marketers must look for quality ad opportunities rather than just "good" sites or low prices. The best video ad opportunities are on the sites that run reasonable ad frequencies, offer companion ads, and don't place competing advertisers on the same page.

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