The 2008 US Elections Show The Future For Online Video
eMarketer draws upon the 2008 elections to show the importance that online video is gaining in our lives.
In the 2008 campaign season, primary debates were co-sponsored by YouTube, and questions from the public were submitted through the video-sharing site.
Footage of Sen. Obama’s election night victory speech received 500 unique online placements within 36 
hours. That encompassed unique video clips, as opposed to multiple embeds of the same clip.
Further, videos of the speech were viewed more than 6.8 million times in the first 36 hours (not including live streams or feeds from broadcast sites other than NBC.com).
eMarketer projects that the US online video audience will grow to 190 million people by 2012—that will be 88% of the Internet user population.
“After some false starts with ill-fated transactional experiments, online video content owners and distributors are pursuing a strategy that closely follows the standard TV business model,” says Paul Verna, eMarketer senior analyst. “The bulk of online video programming is now supported by advertising, with ad formats ranging from in-stream ads—prerolls, midrolls and postrolls—to in-text and in-banner ads.”
Further, The Diffusion Group (TDG) analysts projected that in 2013, long-form video will represent 69.4% of ad revenues, up from 41.6% in 2008. Alternately, in the same timeframe, the share of short-form video will decline from 54.8% to 28.7%.
Related posts:
- Is Paid Online Video A Viable Business Model?
- Google Expands Lead In Online Video Market Share
- The Elusive Revenue Model For Video Sites
- Role Of The Internet In The 2008 American Elections
- How Online Video Ad Formats Stack Up
Filed under: Digital culture, Statistics
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