Ad Agencies See The Growth In Online Video

youtuve-300x225Opened up my computer this morning to get ready for a call with a potential agency client in Milan and saw two advertising news items that clearly point to the direction that ad agencies must head.

First was a quote from Italy’s Publicita Italia (think AdAge) that said that Publicis thinks that 75% of their revenues will come from digital by 2018. Not surprising but clearly directional.

The second is an article from eMarketer that states…

Ad execs think online video ads are equally or more effective than television ads at reaching audiences.

And…

The popularity of digital video viewing is helping drive the expansion of the online video ad market. eMarketer estimates that video ad spending in the US will grow 41.4% this year, to reach $4.1 billion. BrightRoll found that the greatest percentage of advertising professionals—one-quarter—expected online video ads to see the highest growth rate of any ad category, with mobile video a close second.

Here is the supporting chart. The trend is obvious and the trajectory for agencies and what skills they should be building should be crystal clear. One idea is to become the Six Second Vine Agency.

online video growth

 

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