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.
Writers of “Conclave,” “Say Nothing” Win Scripter Awards
The authors and screenwriters behind the film “Conclave” and the series “Say Nothing” won the 37th-annual USC Libraries Scripter Awards during a black-tie ceremony at USC’s Town and Gown ballroom on Saturday evening (2/22).
The Scripter Awards recognize the year’s most accomplished adaptations of the written word for the screen, including both feature-length films and episodic series.
Novelist Robert Harris and screenwriter Peter Straughan took home the award for “Conclave.”
In accepting the award, Straughan said, “Adaptation is a really strange process, you’re very much the servant of two masters. In a way it’s an act of betrayal of one master for the other.” He joked that “You start off with a book that you love, you read it again and again, and then you end up throwing it over your shoulder,” crediting author Robert Harris for being “so kind, so generous, so open throughout.”
In the episodic series category, Joshua Zetumer and Patrick Radden Keefe won for the episode “The People in the Dirt” from the limited series “Say Nothing,” which Zetumer adapted from Keefe’s nonfiction book about the Troubles in Ireland.
Zetumer referenced this year’s extraordinary group of Scripter finalists, saying “projects like these reminded me of why I wanted to become a writer when I was sitting in USC’s Leavey Library dreaming of becoming a screenwriter. If you fell in love with movies, or fell in love with TV, chances are you fell in love with something dangerous.”
Special guest for the evening, actress and producer Jennifer Beals, shared her thoughts on the impact of libraries. “If ever you are at a loss wondering if there is good in the world,” she said, “you have only to go to a... Read More