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Tuesday, March 06, 2007

Why Online Trumps TV Ads

Online video ads are a better buy than TV, and as the audience grows, the money will follow. Media buyer Jim Meskauskas of ICON International make a strong case for online video because it is more measurable.

Rather than paying for a percentage of an audience that may or may not have seen your ad (especially in the TiVo era), video ads are only delivered when someone is watching. Advertisers are slowly learning that they will get a better bang for their buck online, and many advertisers, such as Microsoft who have advertised on TV are reallocating their ad budgetsto online video.

It will be interesting to see how the growth in video content and advertising affects the search industry. Will the visual medium convince people who have been only spending on search online to shift resources? Will videos with embedded ads - or video ads themselves -- start showing up in search results?

By John Gartner at 02:39 PM | Comments (0)

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