By 2012, online video ad spending will reach $3.4 billion, up 78.9% over 2011 spending.
More than half of the U.S. population now watches online video, according to the report. By 2012, there will be 190 million online video viewers in the U.S., eMarketer projects.
“However, even if online video advertisers are following eyeballs, they are far more tentative than the audience itself,” said David Hallerman, senior analyst at eMarketer.
“Figuring out the best types of video content to attach their ads to is one of the big questions. Is it short-form video or longer pieces? Is it professionally created video, or can user-generated video ever become a safe harbor for large numbers of brand marketers?”