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Google vice president: Video online is becoming mainstream Internet and TV will converge in the future, says vice president of Google.
Online video productions are becoming increasingly popular and will soon become as important as TV in the realm of advertising.
That is according to Henrique de Castro, Google vice president for global media and platforms, who was speaking this week at Cannes Lions International Advertising Festival.
He claimed that the average European person now watches 26 hours of TV a week, while spending around 18 hours online, Marketing Week reports.
"Video online is becoming mainstream. More premium content is becoming available online as content should be distributed where the audience is," he said.
However, far from online video productions replacing TV, he believes the two will converge to offer a single platform, which will have a big impact on the advertising industry.
"Internet connected TV is going to be a reality. It will dramatically change the ad industry forever. Ads will become interactive and delivered to individual TV sets according to the user," he said.
Earlier this month, industry analyst eMarketer predicted US online advertising spending will reach $25.1 billion (£16.9 billion) in 2010, representing 10.8 per cent of growth over last year.
Posted by Angela Metcalfe
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