On-demand video ‘driving internet advertising’

The benefits of online video make the medium an increasingly lucrative opportunity for internet marketers, it has been claimed.

Analyst IDC notes that on-demand media is being used increasingly by consumers looking to view programming when and where they wish.

Karsten Weide, programme director for digital media and entertainment, comments: “The size of the online video audience as well as the time it spends watching video is sure to increase as broadband access penetration increases.”

Increasing availability of premium content and faster broadband connections are also identified as driving forces behind the growth.

Over the coming five years, IDC predicts that the internet will move from being the fifth most widely used advertising medium to ranking second behind direct advertising.

Video advertising is expected to drive this growth, with IDC expecting video content to attract the fastest increasing proportion of commercial budgets to 2012.

Figures from internet analyst comScore show that, in the US, the number of videos viewed online in March grew by 13 per cent over the previous month.