The expected growth of internet video advertising will complement, not conflict with, TV advertising, according to eMarketer senior analyst David Hallerman, who estimates that internet video adspend in the U.S. will nearly triple to $640 million in 2007 from this year's $225 million - and reach $1.5 billion in 2009. As a result, "marketing campaigns can extend TV's reach to the online space, enticing the target audience to spend more time with a particular brand," says Hallerman.
Accordingly, full-service shops will become more important as advertisers seek to extend video assets across media, he says.
Accordingly, agencies that specialize in either online or offline will need to find ways to provide both online and offline services, he says.
"More than any other advertising format, internet video has the potential to blend hot marketing elements together - branded entertainment, paid search, viral marketing, consumer generated media, behavioral targeting, website brand marketing and online gaming," Hallerman says.
