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Audiences watching 'more and more' online video productions Expert says viewers migrating from TV to web but that better analysis and measurement tools are needed.
Consumers are migrating in increasingly greater numbers from watching video production on television to the internet, it has been claimed.
Jamie Estrin, managing director of Web TV Enterprise, the UK's largest premium online video advertising network, said that this will lead to an increase in advertising revenues.
"We are certainly seeing year-on-year growth as audiences migrate to the web to watch more and more video content (both short and long form) and advertising money is following that growth," he said.
However, he suggested that this will become the case even more so as tools to measure and analyse video-watching behaviour online.
"In order for video to do that we need to have a deeper understanding and produce advanced research of the incremental reach that video delivers to TV buyers," said Mr Estrin.
His comments follow a recent survey by rival advertising network Bright Roll.
It found that 56 per cent of respondents stated they view online video advertising as either "more effective" or "much more effective" than other forms of advertising.
Posted by Anthony Roberts
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