Video advertising in the U.S. only makes up two percent of the online advertising market but will make up 10 percent by 2013, according to eMarketer's August projections, eMarketer analyst David Hallerman said during Beet.TV's online video roundtable Monday. He told me during a video interview that traditional video advertising, such as pre-roll, will compose a large part of the video ad market over the next few years.
"[T]here is a lot of traditional video content coming online, and the deep-pocketed advertisers who are ready to spend a lot of money on video advertising are looking for pre-roll partially because it emulates TV," he says. "That isn't necessarily a bad thing."
The overlapping relationship of the Internet and television, like the viral videos of Tina Fey's Sarah Palin impersonations and set top boxes, will help drive traditional video advertising online, he says.
—Kelsey Blodget, Associate Producer