The world of advertising is accelerating its shift to the web. Consider this: While broadcast TV’s share of total ad spending in the U.S. is down from 20.6% in 1996 to 16.2% in 2007, online video traffic is spiking. Extrapolate the trend, and marketers can see now is the time to begin testing — and learning results from — online video ads.
Most recently, YouTube’s traffic is snowballing. In November, 138 million U.S. residents — three-quarters of the online population — watched an average of 3 hours and 15 minutes of online video. The 74 million people who hit YouTube watch about one video segment a day.
NYT points out that the top 10 web video sites accounted for less than half of all online video, proving the fragmentation is spreading. The sheer complexity of online web outlets, and multiple video advertising formats, requires testing now if marketers want to weather the broadcast shift ahead.
P.S. That’s Alex DePue with Yes/Michael Jackson inspiration on the violin.