5 predictions for video in 2011
Here are 5 predictions for the online video space from Metacafe’s CEO Erick Hachenburg.
• YouTube will reign as the top video ad network
• Hulu will abort its IPO
• Brand advertisers will realize that young influencers are un-reachable on TV
• Online video will power the connected TV
• Brand advertisers will shift dollars to online video faster than quality online video inventory will grow
According to the latest video numbers from metrics firm comScore Google, including YouTube sites, is still leading the video category. comScore’s research indicates that more than 5.1 billion video sessions were initiated in November 2010 with the bulk (1.979 billion) coming from Google/YouTube sites. Consumers spent more than 270 minutes with Google video clips alone for the month. Yahoo, VEVO, AOL and Viacom Digital were also in the top ten for viewing sessions and minutes per viewer.
Hulu continues to lead the video ads category, with 42 ads per viewer and a 48% reach into the total US population. American viewers watched more than 5 billion video ads in November; ads accounted for roughly 15% of all video clips for the month.
