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.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More