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Marketing firms 'taking advantage of online video'

12 Jan
The growth of online video has created a new area for marketing firms to take advantage of, it has been claimed.

According to managing director of Web TV Enterprise Jamie Estrin, the amount of content being added to the web on a daily basis means that it is natural companies will want to "communicate with the people engaging with this content".

He noted that initially, the majority of online video was user-generated or library footage from broadcasters and production companies, but the area has now expanded to include "fresh, professionally produced content".

And recent Nielsen research indicated that people are prepared to pay for such content, with 50 per cent of 27,000 consumers surveyed saying that they either have or would consider paying for professional videos.

"Advertising revenue will always follow media consumption," Mr Estrin remarked, adding that this area saw a large increase in users during 2009 and is likely to continue to grow this year.ADNFCR-2176-ID-19551668-ADNFCR
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