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BtoB

Gartner sees big potential in targeted video ads

Published on .

Stamford, Conn.—Market research company Gartner Inc. is forecasting that ad sales based on short online video clips could reach $1.5 billion by 2012, up from an estimated $75 million this year.

This semi-professional video category known as protail video—defined as the segment between professionally produced content and user-generated clips—has grown by as much as 600% this year, the company said.

Gartner drew attention to the proliferation of niche areas of interest around which communities of enthusiasts upload and view videos, and which offer "clean, well-lit" places for advertisers to place their messages. Some of the current hot areas include how-to, scripted sitcoms, scripted dramas, new forms of reality programming, niche news and lifestyle content (travel, food/cooking), the company said.

—Christopher Hosford

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