Originally featured on BroadcastEngineering.com
Media budgets shift to Internet video

Internet-delivered video programming is fast becoming a major component of brand advertising with the online marketplace, according to the Yankee Group.

In a new report, the media research firm said the transformation of the Internet from a response platform to a brand medium would do more to attract and secure larger budgets from brand advertising.

Online video, the Yankee Group said, would be a dominant component of brand advertising because video conveys emotion better than text, images and audio; Nonlinear online video combines the emotive power of television with the interactivity and measurability of Internet advertising; and advertising in and around video is consistent with existing consumer expectations of advertising.

The report — called “The New Persuaders: Brand Advertising Is the Next Big Online Thing” — said the targeting of online video would continue and radically extend the trend established by the proliferation of cable network channels that established niche audiences to consumer brands.

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