Video Search - A Column From Search Engine Land In a May 1st post to this column, my colleague Tom Wilde questioned whether direct response or brand marketing would lead the inflow of dollars to the online video advertising market. While both forms of advertising are potentially applicable to what is expected to be a $4B (eMarketer) to $7B (Jupiter) market by 2011, a key question for content producers and media companies is how to capture a meaningful share of these ad dollars.

To answer this question, it is useful to understand the key growth drivers and their relative contribution to the anticipated market growth. For video advertising, Audience Development, CPM Increases, and Video Consumption are the most relevant factors. According to eMarketer, video advertising represented a $410MM market in the US in 2006. Using this as a base, let’s analyze how these growth drivers might build to $4B by 2011:

Click to continue reading…