Currently, around 500 television stations stream news or weather forecasts on their websites but only 15% sell related commercial or sponsorship slots, however, this figure is set to triple by the end of this year, says a new report.
According to Borrell Associates, although a handful of television stations and newspapers have been streaming video programming on their websites for years, it has been a cost centre, however that’s about to change as many start opening the door to advertising revenue.
Already a few dozen newspaper providers are dabbling with video and virtually all generate advertising dollars from it, as well as snaring some national accounts.
Procter & Gamble’s (P&G) Oil of Olay product and US Army Recruiting have both placed 15 and 30 second spots across local internet sites that provided streaming content. P&G said that response to its campaign had been strong and it was planning to increases its effort for more internet-direct advertising spending.
Although P&G has been getting a bargain at the moment, with clicks-per-million well below $15, it’s very unlikely it will stay this way. Borrell Associates said: “It doesn’t take a genius to project that video streaming will eventually bring a very valuable premium, perhaps on a par with broadcast prices.”
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