Spend on online streaming promotions and advertising will grow exponentially during the next four years, as residential broadband internet access rapidly increases in the US. This is according to a new report by the Yankee Group.
The research says that the fast transfer capabilities of broadband will give businesses the chance to embrace fresh ways to deliver their marketing. Yankee Group says that streaming media–enabled advertising consists of more than just inserting advertising messages into audio and video content online. It also allows online product information and infomercials that users can retrieve on-demand.
Boosted by the higher fees created by on-demand marketing opportunities, spending on all streaming media–enabled advertising will grow to $3.1 billion by 2005 from $44 million in 2000, the Yankee Group estimates.
“Broadband web users looking to research major purchases will be able to tap into a broad array of videos providing information on cars, computers, vacations, and other big-ticket items,” said Yankee Group analyst Steve Vonder Haar. “This is multimedia content that helps people get things done. It represents how the web is best suited for delivering video with a purpose rather than video for couch potatoes.”
