More than one-half of respondents also expected to be implementing or extending an online video project in Q2 2009. Less than one-third said they were doing so currently.
Notably, e-mail was missing from the ad tactics respondents were asked about.
Matt Kaplan, vice president at PermissionTV, told eMarketer that survey participants were not asked specifically about their e-mail budget
plans. Although the tactic is a staple of nearly all digital marketing campaigns, spending on e-mail is far lower than for many other formats.
eMarketer estimates that spending on online video advertising will grow to $4.6 billion in 2013, representing a more than sevenfold increase from the $587 million spent on the format in 2008.
More than four out of five Internet users will watch online video ads in
2012, eMarketer projects, up from the two-thirds who did so in 2008.
Online video ads are expected to change the nature of online video inventory
as well. As ad-supported video grows, the balance of the inventory will
tilt toward longer-form content, according to a Diffusion Group study.
This supports the view that more full-length TV content will be viewed
online with ad support. The study projected that in 2013, long-form
video will represent 69.4% of ad revenues, up from 41.6% in 2008. In
the same timeframe, the share of short-form video will decline to 28.7%
from 54.8
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Larry, thanks for republishing the eMarketer report on the PermissionTV survey!
Hey Matthew, thanks for your comment, I’m glad to help get the message out about the PermissionTV survey! Looking forward to a big year for online video.
I am very happy to hear that there are correspondents who responded on the survey about e-Marketer. I hope e-marketing is successful now.
If you will take a look on the survey, There is a higher demand for e-marketing which I think, is good in the industry. Let’s support this.