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| Streaming media becomes 'part of marketing mix' |
| Friday, 11 December 2009 00:00 |
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Online streaming media is becoming an indispensable part of the marketing mix, an expert has suggested. Jamie Estrin, managing director of Web TV Enterprise, said the huge growth in video advertising and video on demand (VOD) had led to streaming media appearing in a greater number of media plans and is now for the first time "part of the mix". He noted that there are still quite a lot of major TV advertisers who have not yet started to invest in online ads but technology and entertainment companies are among the notable early adopters of VOD. "VOD is about placing the campaign in the right type of content environment, and engaging with the right audience is absolutely paramount," Mr Estrin said. He explained that VOD is an extension of the traditional TV campaigns on to the web, so content environment and targeted advertising are really going to drive growth and investment in the marketplace. Recent projections from eMarketer suggest that online video advertising is set to become an increasingly popular channel in 2010.  |