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TelevisionWeek contributing writer Daisy Whitney is blogging about the pinnacles and pitfalls facing viewers who want to consume television in new ways. Check in frequently as Daisy kicks the tires on the new media juggernaut and dishes on which services do -- and don’t -- make the cut.

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Trial and Error



Online Video a Safe Harbor in ‘09

December 17, 2008 9:52 AM

Research firm eMarketer has already gone on record saying online video is a smart marketing strategy during these lean economic times. Now a report from online video technology firm Permission TV surveying 400 senior-level advertising, marketing and media executives reveals that they expect to increase their budgets for Web video in 2009.

The survey found that one-quarter of digital marketing executives are currently discussing their video strategies and by the second quarter of 2009 more than half expect to be implementing or extending an online video project.

Why the interest? Because more than two-thirds said online video will be a key marketing strategy for the year ahead, beating social media at 41 percent, search at 34 percent and podcasts at 32 percent. But here’s the brightest spot of all if you’re a digital programmer—advertising executives surveyed said their 2009 digital marketing budgets would be the ones least affected by budget cuts.

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Comments (1)

Advertising executives surveyed said their 2009 digital marketing budgets would be the ones least affected by budget cuts.

This is such great news, and makes me believe that ad execs are finally starting to see the power that online video delivers.

Of course we are still only seeing ad execs within the early adopters part of the chasm, but how exciting will it be when the early majority jump on board to really power ad growth within this space.

A very exciting time for online video indeed.

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