Streaming Media - 2008 Industry Sourcebook - (Page 45) almost grown advertising year in review Online video advertising grew 89% in 2007, with gimmicks giving way to level-headed campaigns and smart uses of technology. by Tim Siglin n 2007, rich media advertising continued to thrive. In all key categories—stand-alone rich media advertising, advertising integrated into other rich media content, and hotspotting— video ads have taken on their more established counterparts in over-the-air and cable and held their own. With 2007 marking the first year that more than half of the total population in the U.S. had broadband connectivity, some pundits are calling 2007 and 2008 the watershed years for online video, with projections for 2008 reaching more than 155 million users viewing online video—putting online video viewing in roughly the same category as many cable television channels. i leading” publishers and “to lend efficiency to the online ad-creation and media-buying communities.” One of the original guidelines was that preroll content should last no longer than 15 seconds. Sure enough, common wisdom in 2007 was that preroll content should be a maximum of 15 seconds, but it could potentially be even shorter if the clip someone was about to watch was less than 2 minutes long. In essence, 2007 brought sanity to preroll video advertisements, limiting the length of the advertisement to a level that was bearable to the viewer while still long enough to get the advertiser’s message across. The TV Networks Weigh In The Role of Preroll In some ways, 2007 marked the fulfillment of goals established for online video advertising in 2001. That’s when the Interactive Advertising Bureau’s (IAB) Rich Media Task Force, in an effort to improve interactive and rich media as an advertising medium, announced a set of guidelines for rich media advertising. The IAB’s intent with these voluntary guidelines was to “develop advertising content consistent with the specifications accepted by many of the Perhaps no one recognized the opportunities for online video ads to deliver comparable value to TV and cable advertising more clearly than the TV networks themselves, as they continue to push their content on to the web. “Ad-supported streaming is absolutely the future,” said Quincy Smith, president of CBS Interactive, in a recent article in the Financial Times. Albert Cheng, VP of digital media at Disney-ABC Television Group, which recently inked a deal to distribute its programs via WWW.STREAMINGMEDIA.COM 45 industry update http://WWW.STREAMINGMEDIA.COM
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.