EMarketer CEO Geoff Ramsey presented the information Tuesday at the company’s Online Video Ads: The Facts, the Strategies and Trends breakfast event.
“Seventy-nine percent of adult Internet users are not willing to pay [for video content online], Ramsey said. “The trend is definitely toward ad supported video.”
Ramsey said roadblocks remain that temper the growth of online video. Those challenges include the quality of content; the lack of measurement standards; lack of scale versus television; and the lack of ability to search.
“Most people are discovering video in a random way,” Ramsey said. “Search is way behind.”