A study conducted for the American Advertising Federation reveals that a majority of advertising leaders believe that 10 to 29 percent of TV ad dollars will shift to broadband video by 2010.
The survey of 168 executives from all sectors of the advertising industry found that 33 percent believe 10-19 percent of TV ad dollars will shift to broadband video and 25 percent believe 20-29 percent will shift.
“When online advertising figures out how to target a market with upscale, high quality advertising, it will gain a larger share with younger audiences,” a respondent said. “When it creates info-ads that demand viewer involvement, its share of advertising dollars will increase.”
“The determining factor will be the sheer volume of online opportunities,” another respondent said. “Will there be a handful of sites that rise above the fray or so many sites to choose from that the media dollars can’t possibly cover enough bases to be effective?”
The study also found that online video will represent 14.9 percent of online spending for new media in 2007, second to search, which will be 27 percent. It leads all other forms of new media, including blogs, podcasts, social networking, mobile and video games.
More than 23 percent of the total media budget will be devoted to all forms of online advertising in 2007, up from 16 percent this year.
The study was prepared by the Atlantic Media Co.
Director Hans Emanuel Joins Caviar For Commercials and Music Videos
Production company Caviar has signed director Hans Emanuel for U.S. commercial and music video representation. The film and advertising director fuses his keen--and Berlinale Film Festival Award-winning--eye for cinematic storytelling with a commercial background across multiple genres including beauty, automotive, dance, and visual effects-heavy projects, to produce creative for clients like Kia, Nivea, Nissan, L’Oreal, BMW and more.
Caviar executive producer Salim El Arja noted, “Hans has a unique ability to blend stunning visuals with heart and humor, rooted in his confidence as a craftsman. This allows him to focus on drawing exceptional performances from actors--including celebrities--and crafting films that are not only visually striking but also deeply engaging and often hilariously comedic. His sensibilities align perfectly with Caviar’s vision, and we’re excited to collaborate with him on work that pushes creative boundaries.”
Emanuel added, “Caviar is a renowned name, certainly since I began my career. They have a solid reputation for quality work, and I’ve always respected them as a company. Life is about where destiny makes you flow with the people you need; thanks to a series of projects, I was introduced to Florence Jacob with Caviar Paris first, and the rest is history. I feel they can support my career growth with their comedic expertise and filmmaking prowess.”
Prior to joining Caviar, Emanuel had been repped by production house Stadium. He was born and raised in Santa Monica, Calif., to a Mexican-German mother, benefiting from a culturally diversified upbringing that carried through his education interests. Knowing he wanted to be a filmmaker from the start, he began his career in the luxury and beauty field,... Read More