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BizReport : Advertising archives : December 21, 2009

Forecast: Video to become dominant in 2010

Online video made greater inroads into the online advertising marketplace in 2009 but according to one industry expert 2010 could be the year that video becomes a dominant force in online advertising. Unicast Vice President of Marketing Bryan Hjelm believes video content and advertising will drive online content in the New Year.

by Kristina Knight

Unicast is a leading provider of interactive rich media ad solutions.

"Online HD video will still face challenges but it will mature in 2010," said Mr. Hjelm. "Video in online advertising will continue towards becoming a dominant force in online advertising and executions of rich media campaigns will go global."

Hjelm expects vertical category growth for the segment as technologies like 3D and HD are enhanced.

Nielsen Online agrees, primarily because it seems that consumers are consuming more and more video content each day. According to their new Cross Media report American consumers will not only consume more video content next year, they will upgrade their television sets, phones, computers and even DVRs to get the content they want when they want it.

"More content originally for the TV will be accessed on the Web," ">was written in the report. "Long form video content for mobile phones will expand and efforts to make over the top systems will become more compelling for accessing Web content. The increasing variety and sophistication of media options will make it a challenge to keep viewers engaged and receptive."

Because consumers will be consuming so much it will become imperative for marketers to experiment with both advertising within content segments, content sponsorship and perhaps even creating their own content for the growing consumer base.

One more bright spot: the increased consumption of content means there will be more deals made between marketers and content providers which should open even more outlets for consumers to watch and with which marketers can engage the consumer base.

Tags: 2010 Forecast, Nielsen Online, online video, Unicast, video ad spend, video advertising, video trends

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