EMarketer details Internet video ad spending

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New York—Online video consumption is rising steadily, resulting in a gradual convergence with TV in advertising expenditures per hour of content viewed, according to digital marketing research company eMarketer.

TV advertisers in the U.S. spend 13 cents per hour of content viewed, compared with online video advertisers that spend 17 cents per hour viewed, eMarketer said. As the average cost of online video per hour viewed decreases, beginning next year, online video advertisers will begin to find more equivalent value when compared with TV, according to the company.

EMarketer noted the different viewing habits of online video and TV consumers. Online audiences are less willing to consume the kind of “story-based brand messages” that tend to engage TV viewers to a greater extent, it said.

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