The websites of local print publications have monetized online video better than the sites of local TV stations, reports Broadcasting & Cable, citing a new study from Borrell Associates.
Online video advertising was a $5 million business in each of the three largest markets - New York, Los Angeles and Chicago - in 2006. That's just a small chunk of the $161 million spent on streaming video ads last year. Of that, newspaper websites sold $81 million in inventory, compared with $32 million sold by TV stations.
The number of TV stations planning to sell streaming video ads in 2007, though, has increased from 72 percent to 80 percent.
Accordingly, TV broadcasters are expected to get a larger piece of the $371 million forecast to be spent on online video in 2007.
