(Source: New Media Age)
The Association of Online Publishers is predicting 90% growth in
online video revenues this year.
A survey of 82 of the publishing body's members, which include
News International, Channel 4 and Bauer Media, found video an
important area for publishers, with 33% saying it was a top priority
for investment this year, alongside editorial.
Video continues to be an area of optimism for online publishers,
with many seeing enormous growth and an opportunity to increase
rates beyond standard display advertising.
ITV, a member of the AOP, reported record online figures for the
latest series of I'm a Celebrity...Get Me Out of Here! in December,
with a 330% uplift in video views from the previous year's series
(nma 10 December 2009). Average daily unique users visiting the site
numbered 117,000, an increase of 16% on 2008's series.
Kurt Edwards, digital commercial director at Future Publishing
and chair of the AOP commercial working group, agreed video revenues
would grow by 90% this year.
"Online video is an exciting area for publishers because it
allows higher yields and ad rates," he said.
Edwards added there's an appetite for online video from agencies
and advertisers looking to extend their audience beyond TV to
online.
Tim Faircliff, general manager of consumer media at Thomson
Reuters and chair of the AOP, said the publisher will see double-
digit growth in video revenues.
"All the demand is there. It's the way people are consuming
content, helped by the likes of the BBC iPlayer and Apple iPhone,"
he said.
In the past year a number of publishers have shown their
commitment to online video. In January, when NME and Nuts publisher
IPC Media reappointed Web TV Enterprise to handle its online video
ad sales, it said it would add new formats such as post-rolls and
overlays (nma.co.uk 5 January).
Nick Bradley, IPC Media Digital Sales' commercial development
director, said in January the publisher had seen significant growth
in video views in the past year.
"Media agencies are demanding more premium short-form content to
advertise against," he said.
A report by PricewaterhouseCoopers this year found 15% of TV
viewing will be on a VOD platform by 2014. However, online video is
still without a standard metric, as the Broadband Measurement
Working Group is yet to create its promised metric for video-on-
demand ads (nma 11 February).
Video data will also be included in UKOM's Audience Planning
System this year and will include duration, stream count and
attribution.
The AOP annual census is set to be released next week. Last year
it predicted a 16% growth in digital revenues for 2009.
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