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

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. Please enable Javascript and Flash to view this video.

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.

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About the Author -
By day, Daisy Whitney is a producer, on-air correspondent, podcaster and raconteur in the new media business. She produces conferences for iMedia and provides strategy consulting to businesses on their online video presence and the online video marketplace. As a reporter, Daisy covers new media for NBC’s KNTV,, Beet.TV, MediaPost and others. She also hosts the top-ranked iTunes audio podcast “This Week in Media,” which you should totally subscribe to. View All Posts By -

What do you think? ▼
  • Rich Reader

    How, if at all, is the shift in share of this growth moving between the enterprise and the small-to-medium businesses?

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