Video Views Surpass Searches, Yet Market Under-Monetized
Wow. Well, we were given notice about a year ago that such a thing would come to pass, but it finally happened. Online video views surpassed searches:
- November 2008 Video Views: 12.7 billion
- November 2008 Searches: 12.3 billion
While the fact that video views are galloping past searches is mind-boggling, even more amazing is the market size comparison:
- US Online Video Advertising Market, 2009E: $850 million
- US Search Advertising Market, 2009E: $12.3 billion
While people have watched videos more frequently than they have searched (sorry – still mind-boggling), marketers are putting just $7 towards videos for every $100 they put towards search. This mismatch spells growth opportunity for video advertising. It’s no wonder that eMarketer expects US online video ad spending to grow by a whopping 441% through 2013, while pegging US search ad spending growth at 59% over the same period.
