Whether they think of it as magnetic content or advertising, marketers are increasingly focused on creating video assets. This type of media reproduces the richness consumers associate with TV, often at a lower
cost. And if online venues tend to fall short of TV when it comes to reach, they make up the difference by engaging viewers in an active, lean-forward mode. The virtuous circle of content and technology adoption that consumers are experiencing is also fueling this trend. eMarketer estimates that US online video ad spending will grow by a compound annual rate of 38% in a five-year span ending in 2015, making this by far the fastest-rising category of online spending. By 2015, video ad spending will reach $7.11 billion, up from $2.16 billion in 2011. In the past year alone, growth was 52.1%. Similarly, in the UK video advertising will lead the pack, growing by a compound annual rate of 65% over five years. By 2015, UK video online ad spending will reach $850 million, compared with $150 million in 2011. As a percentage of total online advertising, video will grow to 8.2% in 2015 from 2.1% in 2011. Read Full; 2012 Trends: Video Leads Online Ad Growth