Pre-roll & Mobile Video Ads To Drive Online Video Spend 40% In 2012

After a robust 2011, online video should enjoy another year of rapid growth. eMarketer has said online video ad spend should rise 40% this year. Marketers say they'll move money from TV budgets and non-video display budgets, but they're also expecting organic growth, according to a Break Media report. Look for pre-roll formats and mobile video formats to drive the business. For more details, check out this week's New Media Minute.

Online Video Ad Spend To Increase In 2012

According to a Break Media study of agencies and advertisers, about 2/3 of marketers say they'll increase their budgets for online video ads this year, and some of them will be snagging that money from TV ads.

• About 32% of advertisers that do plan to increase their online video ad spend will take that money from TV spending .
• 54% will take the money from non-video display budgets.
• 38% will take money from organic budget growth.

Mobile & Pre-Roll to Fuel Online Video Ad Growth

The dominant video ad formats this year will be pre-roll and mobile video. Break Media says about 2/3 of advertisers plan to buy pre-roll video ads this year--that's about the same as last year.

But 55% of marketers plan to use mobile video ads--up from 39% last year.

Advertisers are also keen on connected-TV ads, and say they will be increasing their spend on those ads as well.