The ever-insightful Mike Glantz has picked up on something strange in the water for video (TV and online) advertising these days. After conducting a great panel at the Forrester Marketing Leadership Forum in Los Angeles last week, here's his take:
Online video is certainly rising fast as a medium and an ad vehicle. Just this week, comScore announced that Americans watched more than 8 billion video ad impressions in March alone, setting an all-time record. Audiences in the US are embracing online video across a wide variety of devices and show no signs of slowing down. To capitalize on this explosive growth, many of the big online publishers like AOL, Hulu, and Yahoo are hosting their own "New Fronts," with the hope of emulating TV and attracting bigger advertisers with deeper pockets and larger commitments to purchase the more valuable online ad space in advance.