Market researcher Gartner Inc. is projecting that advertising revenues generated from short video clips on Web sites could reach $1.5 billion by 2012.
It estimates that worldwide advertising revenues for targeting niche markets on Web sites like YouTube will reach $75 million this year. Gartner says short video content on the Internet known as “protail video” has grown as much as 600% in the past year.
This segment represents a major advertising opportunity for targeting audiences of non-copyrighted short video clips distributed through the Internet, according to Gartner.
Advertising revenue growth associated with short Internet videos will likely hinge on the development of online ad networks, which bring together consumers and advertisers.
Gartner also predicted the development of the emerging video advertising medium could ultimately include preproduction ad agreements or product placements within videos.
Short Internet videos are apparently becoming mainstream with some niches gaining popularity faster than others. Already some of the fastest growing and most targeted Internet video sectors include the how-to category and such lifestyle interests as travel, food and cooking, based on Gartner’s research.
