October 24, 2011

This presentation analyses the role of online video in the wider ecosystem of brand advertising. Whereas overall brand advertising as share of GDP is going to decline until the end of our forecast period in 2015, online advertising is experiencing a renaissance of brand advertising. Online video is a critical driver for this and attracts new advertiser categories, most notably FMCGs, from TV to online. However TV advertising will remain indispensable for large brand messages, even in the age of online video and changing marketing philosophies. Within online advertising, data is the new oil. Real-time-bidding, backed by a vast amount of multisource, live consumer data, is turning online advertising into a market place. This opens up new opportunities for targeting, but also entails a bifurcation of video advertising between branding and performance.

Tags: