MarketingVOX: A majority of top ad execs surveyed say a big chunk of their TV advertising budgets will migrate to online video buys within the next few years.
An annual American Advertising Federation survey of leading ad execs found that advertisers are beginning to shift amounts that were originally allocated to TV advertising to online video instead, iMedia Connection reports. More than half (53 percent) of the ad execs surveyed said they expect at least 20 percent of their broadcast and cable TV ad budgets will move to online video by 2010, writes MediaPost. Some 33 percent of predict that 10-19 percent of their TV budget would move to online video.
Budgets for online advertising in 2007 are expected to increase by 42 percent over 2006 amounts; over 23 percent of total 2007 ad budgets are expected to be spent online, up from 16 percent this year.
When asked which media does the best job of integrating traditional TV and online media, 21.7 percent cited broadcast TV. But magazines are seen (by 26 percent of respondents) as “most effective” for driving consumers online.
Over half of the executives surveyed said behavioral targeting is the “most effective” methodology for online ad targeting, and 71 percent said the online medium is “very effective” or “most effective” for direct response, except for reaching older audiences.
Related stories:
- MSNBC.com to Offer Podcasts of Top News Shows
- Lycos Launches Social Networking, Video Mashup Site
- Pre-Roll Is Online Video’s Short-Term Solution
- Xbox Live Brings Video Downloads to Xbox 360
- Comcast Begins Testing Video-Sharing Site Ziddio
- Online Video Ad Spend to Surge 89 Percent in 2007
- Web Video Viewers Annoyed by In-Stream Ads
- IBM Ads Launch In-Banner Video, Audio, Text Chat
Related posts: