Just like all advertising, online video ads are slowing down too:
“The most surprising thing to us is how fast the digital marketplace has come to a standstill in the fourth quarter,” said Jeff Zucker, chief executive of NBC Universal, during the conference.
Online video is still expected to be one of the highlights of the digital-ad market. When it revised its forecasts for U.S. online ad spending earlier this month, research firm eMarketer predicted that online video-ad spending by U.S. advertisers would grow 45% to $850 million in 2009.
By contrast, Bernstein Research forecast last month that total TV advertising would fall 1.9% this year, and another 5% next year, to $65 billion for 2009.
Despite its small footprint, online video has gotten advertisers excited, as they shift dollars to the Web to keep pace with the amount of time consumers spend watching videos there. But the eMarketer forecast is down from earlier projections of 49% growth, and as the recession forces marketers to scrutinize every penny, no area is immune.
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