IAB: VOD could drive video advertising

Spending on online video advertising could be pushed forward by consumers increasing willingness to view video content online, says Guy Phillipson, chief executive at the Internet Advertising Bureau.

Phillipson added that he expected video advertising to grow as an online medium, in part because people are “very used to consuming video online” due to the popularity of YouTube, as well as the growing tendency to view TV on demand using online media platforms such as iPlayer.

“You can tell a great brand story on television and you can follow up online to show more of that and create more desire and get interaction in sales and even customer service online,” Phillipson noted.

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