Where’s the video? Online.

I enjoy video on the web. I bop around looking at sports highlights, an occasional classic music video, and, of course, the full gamut of viral videos shared by friends and family. But watching a full length movie, my favorite TV shows or sporting events? That’s enjoyed in the living room delivered on the big HD TV with surround sound. That’s how the majority of people consume video today, but what about tomorrow?

According to eMarketer, in 2010, two-thirds of U.S. Internet users (145 million people) turn to the web for some form of regular online video content at least once a month.  By 2014, the number of U.S. online video viewers will represent 77 percent of Internet users, or 193.1 million people. This growth will be driven by an expansion in content availability, technology advances and an increasing comfort level with the activity.  Paul Verna, a senior analyst at eMarketer says, “As more TV sets ship with built-in Internet connectivity and technology providers devise other affordable, easy-to-use solutions for bridging the gap between the computer and the TV, the boundaries will dissolve.”

What does this mean for advertising? Exponential growth and increased measurement.
In 2010, video ad spending online will grow to $1.5 billion. By 2014, it’s estimated that video ad spending online will reach $5.5 billion. Advertisers will also get improved data on how many times their ad is being watched and who’s watching it. It’s a new avenue for media planners and content producers to keep an eye on – and we’ll all be watching.