I’m only repeating what I read, but Daniel Ruch, Chair of the IAB Video Council, predicts that “2012 will see a huge growth in online video with an increasing number of brands investing this form of advertising, and media companies will move towards digital as consumers’ definition of TV will start to change.”
But best of all he thinks that because “video advertising has measurement technology that provides detail, this is changing the way brands think about the medium. Through catch up TV and the like, brands can not only consider whom they are targeting, but also whether or not their ad is working and more importantly, why it’s working.“
So Dan seems to be endorsing the general mood we’re picking up from our clients; that online video is more targeted, more cost effective and better placed to provide digestible analytics than traditional TV advertising.
He finishes with a flourish, “I believe that brand marketers will embrace their own need to understand the power that online video has to improve effective reach over TV and this will inform their non-digital strategies.”