Video ad spending will rise 45% in 2009 to reach $850 million, according to eMarketer. The company attributes the growth to more professional video content online and advertisers persistent need to reach new audiences: "They still need to reach online audiences and woo their shrinking wallets with messages that reach their hearts and minds—hence, more video."
Meanwhile, Permission TV interviewed about 400 senior level marketing and media executives for the survey it released today, and found over two thirds of respondents — 67 percent — are planning to make online video the primary focus of their 2009 digital marketing campaigns. That's compared to 41 percent who plan to focus on social media campaigns, 34 percent on search and 32 percent on podcasts or webcasts.
"Television advertising has been one of the most successful sectors from a dollar standpoint," says Matt Kaplan, Chief Strategy Officer of PermissionTV. "But we all know its not really a measurable medium. The ability to combine the storytelling power of video with the personalization of the web is what we believe is the ultimate opportunity for marketers."
These numbers, of course, in contrast with dour predictions for marketers in 2009. Bernstein Research forecasts that total television advertising will fall 1.9 percent this year, and another 5 percent next year, to $65 billion for 2009. And online video may not be immune to ad budget shrinkage.
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