Prediction: Video Takes Bigger Piece of Ad Budgets

By Andrew Gauthier 

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Standards are beginning to emerge for video. Measurement reporting and tracking will standardize. These are among the signs that video will become part of the mainstream ad budget in 2010.

During the keynote at OMMA Video in Los Angeles Friday, Ross Levinsohn, general partner for Fuse Capital, reminisced about a dinner meeting with executives just four years ago who had hoped “the whole digital thing would just go away.” Advertisers are starting to spend money across several platforms, including video. About 10 million people worldwide watched the U2 concert on YouTube Sunday night, he says.

As media consumption continues to change, Levinsohn predicts that 2010 will be the year that video breaks through and becomes part of the mainstream advertising media buy. Supporting the prediction with stats from YouTube, Hulu, eMarketer, Yankee Group and others, he says YouTube streams about 1.2 billion videos per day worldwide. Hulu streams about 488 million monthly video streams. About 26% of the U.S. Internet audience streamed a full-length TV show in August. More…