Publishers looking to online video ads

An increasing number of internet marketers are investing in online video advertising, it has been revealed.

Research by Advertising.com showed an 80 per cent growth in the number of publishers on its network using the medium at the start of 2007, compared to last year.

The study also revealed publishers are set to add more streaming content to their websites during 2007.

Senior vice president of publisher services for Advertising.com David Jacobs said: "Video has a lot of value for advertisers. It carries great emotional impact like TV, yet it can be measured and can't be skipped.

"That value means publishers can command higher CPMs [cost-per-mille] - hence the rise of streaming content."

Mr Jacobs added that the use of "pure direct-response advertising", including areas such as text links and cost-per-click pricing, was expected to decline in 2007.

However, a study by eMarketer revealed that despite its popularity among advertisers and audiences alike, the video sector is worth a fraction of the online advertising industry.

Back 16.03.2007.