It is no wonder everyone has gone completely video crazy…

In a study prepped by Atlantic Media Company entitled the AAF Survey of Industry Leaders on Advertising Industry and New Media Trends….the big takeaway was ad industry leaders are banking on a big chunk of broadcast and cable spends shifting to online video. If you are Google and YouTube e.g. Gootube, Blip.tv, Magnify, Revver, or any number of video startups- I imagine we will see them spring up up like weeds in the next year- this all sounds good. This is especially good soothsaying for Google who needs a quick twist to move away from their technological and revenue concentration risk and crank back in some of their heavy investment in YouTube. I think alot of it will be predicated on pre-roll, post-roll, and in stream roll and how heavily people are bombarded with the ads…and given that much of the videos are actually ads, you really have ads on top of ads…the big driver in my opinion- you can track it.

According to a news release a study conducted for the AAF revealed that advertising leaders are totally onboard with “new media” as part of successful advertising strategies. Many, if not the majority, of leading advertising execs expect a significant portion of broadcast and cable TV ad bucks to shift to online video by 2010- only three years away and a pretty big rake is predicted. Of those 33% predict the switch from broadcast and cable to online will be between 10% to 19%. This study was released in November of 2006! So it is interesting to see if the call on 2007 budgets for online advertising are on target- they were predicted to rise by an average of 42% over 2006. I think it could be more- should be more - depending on when Google rolls out their offering. My guess is we are weeks away from a full fledge video ad invasion.

It was notable that despite the video hoopla magazines were still perceived as the “most effective” for driving people online. I guess to drive them online to see more videos. I wonder what will happen to the venerable T.V. Guide paper format?

Here you go Power point fans…
AAF Survey in PowerPoint. (Direct Link)

Post Note: For those wondering

About the AAF: The American Advertising Federation (AAF), headquartered in Washington, D.C., acts as the “Unifying Voice for Advertising.” The AAF is the oldest national advertising trade association, representing 50,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 215 college chapters, the AAF provides 6,500 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has 130 blue-chip corporate members that are advertisers, agencies and media companies, comprising the nation’s leading brands and corporations. For more information, visit the AAF’s Web site at www.aaf.org.

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