eMarketer: Online Video Advertising Moves Front and Center
May 14, 2013 - Video and TV often bought together
The process of buying video ads has become increasingly complex, with more websites, ad networks, exchanges, and demand-side platforms (DSPs) than ever before, according to a new eMarketer report, "Buying Online Video Advertising: Making the Most of Your Budget." But buying online video ad space is, at its core, similar to buying traditional TV advertising. For advertisers, it starts with knowing how to reach their target audience mixed with a good grasp of brand objectives and how they shift at different stages.
What's at stake here is money—a lot of money. And the total is growing rapidly. Estimates from eMarketer indicate that US digital video ad spending will nearly double in only four years, climbing from $4.14 billion this year to $8.04 billion in 2016.