Monday, February 9, 2009

Weekly Review: Online Video Growth

Looking back on the developments of last week one of the big news stories was the dramatic growth in online video views reported by Comscore along with several other key events shared here in a digest version of the weekly review.

February 2, 2009

Online Video Ad Spending Cools, Still Popular - eMarketer

Decreased growth is still growth.

Although online video ad spending will still grow by a healthy 22.5% in 2009, the growth rate will actually fall from 2008’s level of 36%, according to projections released in January 2009 by AccuStream iMedia Research. The company said growth would rise again in 2010 to 28.2%.

AccuStream said spending reached $2.1 billion in 2008. It also reported that CPMs on premium preroll videos averaged $35 in 2008.

AccuStream’s spending numbers are far higher than most other estimates. For example, eMarketer put online video ad spending at $587 million in 2008. However, AccuStream is highly inclusive and counts all online-video-related infrastructure in its estimates.

US Online Video Advertising Spending Growth, 2004-2010 (% change)

eMarketer also forecast online video ad spending growth would dip in 2009, to 44.9%, down from 81% growth in 2008, before rising again in 2010.

US Online Advertising Spending, by Format, 2008-2013 (millions)

Despite the slowing growth predicted for 2009, online video ads are still rising in popularity at a pace that would be welcomed by most other ad media.

Video Marketing Satisfaction - Does Online Video Marketing Work? - ReelSEO
Whether or not you are currently leveraging online video marketing, no doubt you have heard that marketing with video should be part of your strategy. But does online video marketing really work for businesses? Is it worth the effort that is required? Are those that currently leverage online video marketing satisfied with the results that they’ve achieved?

Back in December, Marketing Sherpa released what I would consider the most detailed and comprehensive video marketing report and guide for the industry, “Marketing with Video Report: Online, TV, and Mobile.” Research presented in this report indicates a resounding YES - marketers ARE satisfied with online video marketing.

February 3, 2009

Online Video Advertising Industry Report For Q4 2008 - ReelSEO

liverail-logoAs all of us in the online video arena have experienced, the online video market is one that seems to look better and better each day. Online video marketing has been touted as one of the most effective methods of interactive marketing and is expected to continue its momentum despite the current economic climate and recession.

A few weeks back, the online video ad network, Liverail, published a new, comprehensive report and overview of the online video advertising market throughout the fourth quarter of 2008 titled, “State of the Industry - Q4 2008 Review of Online Video Advertising.”

If you are looking to learn more about the current state as well as the future of the online video advertising, market, this report is a must-read. Also read the report for Q3 2008.

Amount the findings, are the following highlights:

Ooyala's online video 'cradle' - FierceOnlineVideo
LIVE From OnMedia | Online Video Watch
Netflix May Be Considering HBO Downloads -- Online Video -- InformationWeek

February 4, 2009
U.S. Online Video Viewing Surges 13 Percent in Record-Setting December — Americans View 14.3 Billion Videos during the Month as YouTube Paces Growth —
comScore (NASDAQ: SCOR), a leader in measuring the digital world, today released December 2008 data from the comScore Video Metrix service showing that U.S. Internet users viewed a record 14.3 billion online videos during the month, representing an increase of 13 percent versus the previous month. YouTube led the growth charge, accounting for 49 percent of the incremental gain in videos viewed versus November.

Google Sites Adds to Lead in Video Market Share

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Google Sites Surpasses 100 Million Viewers in December


*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Other notable findings from December 2008 include:

  • 78.5 percent of the total U.S. Internet audience viewed online video.
  • The average online video viewer watched 309 minutes of video, or more than 5 hours.
  • 98.9 million viewers watched 5.9 billion videos on (59.2 videos per viewer).
  • 48.7 million viewers watched 367 million videos on (7.6 videos per viewer).
  • The duration of the average online video was 3.2 minutes.
  • The duration of the average online video viewed at Hulu was 10.1 minutes, higher than any other video property in the top ten.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit

Article Image

Joss Whedon's Plan to Monetize Internet Content (Watch Out, Hollywood) - Knowledge@Wharton

Forrester: E-Commerce In For A Tough Year, But Still Grabbing Share From Offline Sales
CinemaTech: Online Videos Get More Interactive
Video Sites Entice Users To Stay and Play -

February 5, 2009

Netflix: 1 Million Subscribers Streaming Via Xbox 360 (NFLX, MSFT)
1 Million Netflix Xboxes and Counting | Online Video Watch
Netflix Streams 1.5 Billion Minutes Worth Of Videos To Microsoft's XBOX 360 | The Business Of Online Video

MLB.TV Launches, $10 Cheaper Than Last Year, HD Video, DVR Functionality | The Business Of Online Video On2 Technologies Demonstrates High-Definition Mobile Video Solutions at Mobile World Congress Surveying the Mobile Video Landscape
While monetization remains elusive, technology advances in 2008 and on tap for 2009 set the stage for increased delivery and consumption of video on mobile devices.

Did Ad Standards Kill the Online Ad Business? - Bits Blog -
Akamai beats estimates, posts record revenues - FierceOnlineVideo

Apple planning connected television, Apple TV with DVR - report

February 6, 2009

Why Does Everyone Heart Boxee?

Is This the Year for Interactive TV? « NewTeeVee
Did Ad Standards Kill the Online Ad Business? | Saul Hansell | Voices | AllThingsD
Tremor, comScore Link to Offer TV-Style Ratings for Online Content - TVWeek - News