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The Association of Online Publishers is predicting 90% growth in online video revenues this year.
The publishing body, which includes members News International, Channel 4 and Bauer Media, found video an important area for publishers, with 44% saying it was a top priority for investment this year, alongside editorial.
Video continues to be an area of optimism for online publishers, with many seeing enormous growth and an opportunity to increase rates beyond standard display advertising.
ITV, a member of the AOP, reported record online figures for the latest series of I’m a Celebrity…Get Me Out of Here! in December, with a 330% uplift in video views from the previous year’s series (nma 10 December 2009). Average daily unique users visiting the site numbered 117,000, an increase of 16% on 2008’s series.
Kurt Edwards, digital commercial director at Future Publishing and chair of the AOP commercial working group, agreed video revenues would grow by 90% this year.
“Online video is an exciting area for publishers because it allows higher yields and ad rates,” he said.
Edwards added there’s an appetite for online video from agencies and advertisers looking to extend their audience beyond TV to online.
Tim Faircliff, general manager of consumer media at Thomson Reuters and chair of the AOP, said the publisher will see double-digit growth in video revenues.
“All the demand is there. It’s the way people are consuming content, helped by the likes of the BBC iPlayer and Apple iPhone,” he said.
In the past year a number of publishers have shown their commitment to online video. In January, when NME and Nuts publisher IPC Media reappointed Web TV Enterprise to handle its online video ad sales, it said it would add new formats such as post-rolls and overlays (nma.co.uk 5 January 2010).
Nick Bradley, IPC Media Digital Sales’ commercial development director, said in January the publisher had seen significant growth in video views in the past year.
“Media agencies are demanding more premium short-form content to advertise against,” he said.
A report by PricewaterhouseCoopers this year found 15% of TV viewing will be on a VOD platform by 2014. However, online video is still without a standard metric, as the Broadband Measurement Working Group is yet to create its promised metric for video-on-demand ads (nma 11 February 2010).
Video data will also be included in UKOM’s Audience Planning System this year and will include duration, stream count and attribution.
The AOP annual census is set to be released next week. Last year it predicted a 16% growth in digital revenues for 2009.