the marketing opportunity

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The online video audience is increasingly demanding . It demands quality, relevance and intelligence in the virtual offer on the Internet, both in content and advertising. Therefore, we must forget about the phase of adapting commercials or corporate videos from traditional media to the new window, and focus on advertising that is appropriate from the start to the emerging medium, taking into account the specific characteristics that the Internet offers.

But are Spanish advertisers really going to take full advantage of this audiovisual advertising market that is still in the development phase?

In principle, the answer is “yes” . Video advertising is increasingly being taken into account when planning advertising investment in online video formats. In 2010 in Spain, 20.8% of total investment in display advertising was allocated to uae phone number list rich formats or online video, while in 2009 this figure only reached 15.9%. eMarketer estimates that in 2013 investment figures will be more than 4 billion dollars compared to 1.1 billion dollars in 2009.

However, mass planning for online video advertising is not yet in place in our country. Investing in online marketing is advantageous. The main problem is measurement. User response is essential for this medium to proliferate. Metrics, which must be understandable, are necessary to demonstrate the effectiveness of the format. A universal measurement standard is therefore required, which has already begun to be worked on with Mindshare 's iGRP metric , so that this emerging market can explode.

Alongside the new medium, a type of professional specialising in online video advertising is emerging , who have a modus operandi that was unknown in the offline era . These tools will make the full potential of online video a reality as an advertising format that, when considered quality content, contributes to improving search engine positioning and increases sales thanks to more extensive and specific product information.