{"id":17798,"date":"2012-06-28T08:25:01","date_gmt":"2012-06-28T08:25:01","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/"},"modified":"2025-02-13T21:34:49","modified_gmt":"2025-02-13T21:34:49","slug":"2012-mid-year-update-the-state-of-the-online-video-ad-industry","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/","title":{"rendered":"2012 Mid-Year Update: The State of the Online Video Ad Industry"},"content":{"rendered":"<p>The last few events we\u2019ve attended (<a title=\"IRCE\" href=\"http:\/\/info.sundaysky.com\/blog\/IRCE-2012-Report-Top-Trends-from-the-Internet-Retailer-Conference\" target=\"_blank\" rel=\"noopener noreferrer\">IRCE<\/a>, <a title=\"VideoNuze\" href=\"http:\/\/info.sundaysky.com\/blog\/VideoNuze-2012-Report-Top-5-Themes-from-Online-Video-Ad-Summit\" target=\"_blank\" rel=\"noopener noreferrer\">VideoNuze<\/a>, Forrester CxP) and the last few reports that have surfaced (from comScore, Nielsen and BrightRoll) have made it crystal clear: we are in the age of the video.\u00a0In the last month alone there has been a plethora of stats, surveys and findings published and disseminated into the abyss of the web. Allow me to distill it all and summarize for you\u2026\u00a0Here is the current state of the online video advertising industry in the U.S. with the key stats you need to know, now.<img decoding=\"async\" class=\"mce-hs-more\" style=\"height: 20px !important;\" src=\"image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" alt=\"\" \/><\/p>\n<h3>Video by the Numbers&#8230; in the Last Month Alone<\/h3>\n<p><em>Keep in mind that the following numbers only represent U.S. Internet users this past May 2012. These numbers are record-breaking. <a href=\"http:\/\/www.comscore.com\/Press_Events\/Press_Releases\/2012\/6\/comScore_Releases_May_2012_U.S._Online_Video_Rankings\">Research and findings by comScore<\/a>.<\/em><br \/>\n<a href=\"http:\/\/www.comscore.com\/Press_Events\/Press_Releases\/2012\/6\/comScore_Releases_May_2012_U.S._Online_Video_Rankings\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" id=\"img-1340805551679\"   src=\"\/\/cdn2.hubspot.net\/hub\/165863\/file-5408366-jpg\/images\/may_2012_online_video_stats-resized-600.jpg\" alt=\"May 2012 U.S. Online Video Industry\" width=\"400\" height=\"308\" border=\"0\" \/><\/a><\/p>\n<ul>\n<li>36+ billion online content videos and 10 billion video ads\u00a0were viewed by 180+ million users<\/li>\n<li>21.9 hours of online video content was watched by the average viewer<\/li>\n<li>151+ million unique viewers of Google\/YouTube made it the top online video content property<\/li>\n<li>52% of total U.S. population were reached by video ads, an average of 64 times in the month<\/li>\n<\/ul>\n<h3>Video (\u2013 Display) + TV = The New Media Mix<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" id=\"img-1340806739059\" src=\"\/\/cdn2.hubspot.net\/hub\/165863\/file-5408251-png\/images\/emarketer_ad_share_spend.png\" alt=\"eMarketer Ad Spending Share, 2012\" width=\"380\" height=\"381\" border=\"0\" \/><\/p>\n<p>Video has begun to eat display ad&#8217;s spending share, and is expected to into 2016, according to both eMarketer and BrightRoll.\u00a0According to <a href=\"http:\/\/marketing.btrll.com\/research\/reports\/agency_survey\/us\/2012\/BrightRollUS_VideoAdvertisingReport_2012.pdf\">BrightRoll\u2019s US Video Advertising Report<\/a>\u00a0from June 2012, display is becoming a thing of the past as 87% of their survey respondents agreed video is more effective than display. Are display ads the new print ads?\u00a0<span class=\"Apple-style-span\" style=\"color: #808080;\"><em>The graph at right depicts video eating display ad spending share into 2016. <a title=\"Source: eMarketer.\" href=\"http:\/\/www.slideshare.net\/WillRichmond\/david-hallerman-emarketer-videonuze-2012-online-video-advertising-summit-june-19-2012\" target=\"_blank\" rel=\"noopener noreferrer\">Source: eMarketer.<\/a><\/em><\/span><\/p>\n<p>While video ad spend takes a bigger slice of the pie from display, will it ever come close to TV\u2019s ad spend? Both BrightRoll and comScore report that video ads are just as effective as TV ads. More so, <a href=\"http:\/\/searchenginewatch.com\/article\/2182544\/5-Key-Video-Marketing-Findings-From-New-comScore-Reporthttp:\/\/searchenginewatch.com\/article\/2182544\/5-Key-Video-Marketing-Findings-From-New-comScore-Report\">comScore reported from this year\u2019s TV and digital upfronts<\/a> that the two used together have a synergistic effect for a superior media mix. Video ads can supplement a TV media plan to increase the campaign\u2019s effective reach. Cross-media campaigns are now king.<\/p>\n<h3>To Me? To You? Targeting is Tried and True<\/h3>\n<p>Contextual and behavioral targeting are the most valuable forms of online video advertising, far surpassing demographic and geographic targeting, according to BrightRoll\u2019s report. The report also showed that targeting capabilities are the most valuable aspect of online video for advertisers.<\/p>\n<h3>We Feel the Need for Speed\u2026 of Research!<\/h3>\n<p>Despite these astonishing statistics, the general consensus from all sources is that advertisers want more research on the measurement and ROI of online video. What is the impact of digital video on offline purchase behavior? How is video ad performance compared to TV?<\/p>\n<p>One thing is certain: online video isn\u2019t going anywhere. Today\u2019s customer needs interaction, engagement and connection, and video is the optimum tool for it.<\/p>\n<h4>What are your thoughts on online video content and ads? Feel free to share in the comments below, I\u2019d love to hear from you.<\/h4>\n","protected":false},"excerpt":{"rendered":"<p>Mid-year update on the current state of the online video advertising industry in the U.S. with key and findings from comScore, BrightRoll and more.<\/p>\n","protected":false},"author":4,"featured_media":20113,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[104],"blog-topic":[125],"class_list":["post-17798","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","use_case-advertising","blog-topic-trends-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>2012 Mid-Year Update: The State of the Online Video Ad Industry | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2012 Mid-Year Update: The State of the Online Video Ad Industry | SundaySky\" \/>\n<meta property=\"og:description\" content=\"Mid-year update on the current state of the online video advertising industry in the U.S. with key and findings from comScore, BrightRoll and more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/\" \/>\n<meta property=\"og:site_name\" content=\"SundaySky\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SundaySkyVideo\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-13T21:34:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/06\/2012-Mid-Year-Update-The-State-of-the-Online-Video-Ad-Industry-jpg.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"570\" \/>\n\t<meta property=\"og:image:height\" content=\"570\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@sundaysky\" \/>\n<meta name=\"twitter:label1\" content=\"\u63a8\u5b9a\u8aad\u307f\u53d6\u308a\u6642\u9593\" \/>\n\t<meta name=\"twitter:data1\" content=\"3\u5206\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\\\/\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\\\/\",\"name\":\"2012 Mid-Year Update: The State of the Online Video Ad Industry | SundaySky\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2012\\\/06\\\/2012-Mid-Year-Update-The-State-of-the-Online-Video-Ad-Industry-jpg.webp\",\"datePublished\":\"2012-06-28T08:25:01+00:00\",\"dateModified\":\"2025-02-13T21:34:49+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\\\/#breadcrumb\"},\"inLanguage\":\"ja\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"ja\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\\\/#primaryimage\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2012\\\/06\\\/2012-Mid-Year-Update-The-State-of-the-Online-Video-Ad-Industry-jpg.webp\",\"contentUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2012\\\/06\\\/2012-Mid-Year-Update-The-State-of-the-Online-Video-Ad-Industry-jpg.webp\",\"width\":570,\"height\":570},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Blogs\",\"item\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"2012 Mid-Year Update: The State of the Online Video Ad Industry\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#website\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\",\"name\":\"SundaySky Video Platform\",\"description\":\"Transforming Customer Engagement with Video\",\"publisher\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#organization\"},\"alternateName\":\"SundaySky\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"ja\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#organization\",\"name\":\"SundaySky\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ja\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Sundaysky-logo-02.png\",\"contentUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Sundaysky-logo-02.png\",\"width\":1920,\"height\":1080,\"caption\":\"SundaySky\"},\"image\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/SundaySkyVideo\",\"https:\\\/\\\/x.com\\\/sundaysky\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/sundaysky\\\/\",\"https:\\\/\\\/www.instagram.com\\\/sundayskyvideo\\\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"2012 Mid-Year Update: The State of the Online Video Ad Industry | SundaySky","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/","og_locale":"ja_JP","og_type":"article","og_title":"2012 Mid-Year Update: The State of the Online Video Ad Industry | SundaySky","og_description":"Mid-year update on the current state of the online video advertising industry in the U.S. with key and findings from comScore, BrightRoll and more.","og_url":"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/","og_site_name":"SundaySky","article_publisher":"https:\/\/www.facebook.com\/SundaySkyVideo","article_modified_time":"2025-02-13T21:34:49+00:00","og_image":[{"width":570,"height":570,"url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/06\/2012-Mid-Year-Update-The-State-of-the-Online-Video-Ad-Industry-jpg.webp","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_site":"@sundaysky","twitter_misc":{"\u63a8\u5b9a\u8aad\u307f\u53d6\u308a\u6642\u9593":"3\u5206"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/","url":"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/","name":"2012 Mid-Year Update: The State of the Online Video Ad Industry | SundaySky","isPartOf":{"@id":"https:\/\/sundaysky.com\/jp\/#website"},"primaryImageOfPage":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/#primaryimage"},"image":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/#primaryimage"},"thumbnailUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/06\/2012-Mid-Year-Update-The-State-of-the-Online-Video-Ad-Industry-jpg.webp","datePublished":"2012-06-28T08:25:01+00:00","dateModified":"2025-02-13T21:34:49+00:00","breadcrumb":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/#breadcrumb"},"inLanguage":"ja","potentialAction":[{"@type":"ReadAction","target":["https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/"]}]},{"@type":"ImageObject","inLanguage":"ja","@id":"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/#primaryimage","url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/06\/2012-Mid-Year-Update-The-State-of-the-Online-Video-Ad-Industry-jpg.webp","contentUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/06\/2012-Mid-Year-Update-The-State-of-the-Online-Video-Ad-Industry-jpg.webp","width":570,"height":570},{"@type":"BreadcrumbList","@id":"https:\/\/sundaysky.com\/jp\/blog\/2012-mid-year-update-the-state-of-the-online-video-ad-industry\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/sundaysky.com\/jp\/"},{"@type":"ListItem","position":2,"name":"Blogs","item":"https:\/\/sundaysky.com\/jp\/blog\/"},{"@type":"ListItem","position":3,"name":"2012 Mid-Year Update: The State of the Online Video Ad Industry"}]},{"@type":"WebSite","@id":"https:\/\/sundaysky.com\/jp\/#website","url":"https:\/\/sundaysky.com\/jp\/","name":"SundaySky Video Platform","description":"Transforming Customer Engagement with Video","publisher":{"@id":"https:\/\/sundaysky.com\/jp\/#organization"},"alternateName":"SundaySky","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/sundaysky.com\/jp\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"ja"},{"@type":"Organization","@id":"https:\/\/sundaysky.com\/jp\/#organization","name":"SundaySky","url":"https:\/\/sundaysky.com\/jp\/","logo":{"@type":"ImageObject","inLanguage":"ja","@id":"https:\/\/sundaysky.com\/jp\/#\/schema\/logo\/image\/","url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2022\/11\/Sundaysky-logo-02.png","contentUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2022\/11\/Sundaysky-logo-02.png","width":1920,"height":1080,"caption":"SundaySky"},"image":{"@id":"https:\/\/sundaysky.com\/jp\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/SundaySkyVideo","https:\/\/x.com\/sundaysky","https:\/\/www.linkedin.com\/company\/sundaysky\/","https:\/\/www.instagram.com\/sundayskyvideo\/"]}]}},"_links":{"self":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog\/17798","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/comments?post=17798"}],"version-history":[{"count":0,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog\/17798\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/media\/20113"}],"wp:attachment":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/media?parent=17798"}],"wp:term":[{"taxonomy":"industry","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/industry?post=17798"},{"taxonomy":"use_case","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/use_case?post=17798"},{"taxonomy":"blog-topic","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog-topic?post=17798"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}