Online video continues to grow, although in virtual worlds it still is a largely untapped resource. But on the web in general, video online continues to grow and to be dominated by Google, according to a new report from eMarketer.

There are three important statistics to look at from the reporting.

First, between now an 2012 the percentage of total web users who will watch video online will increase to 88%. The total percentage who will view video advertising will increase from 59% in 2007 to 81% in 2012. This portends a massive shift in how advertising will be done on the coming years, and implies more importance around the idea of narrowcasting.

Second, in the US market, Google dominates the market. It owns nearly 45% of the share of video viewing, with Fox coming in a distant second place at nearly 4%. While the network sites such as Hulu, Viacom, etc. all make the top ten list, their numbers are dismal compared to the market leader. Clearly Google and YouTube are the market makers in this space.

Third, in a year over year comparison (August 2007 compared to August 2008), Google increased its total visits from 42% in 2007 to over 55% in 2008. What's most impressive about this is that many of the sites in the top 20 show decreases.

From an overall perspective based on these reports, Google/YouTube are clearly the network in which a video strategy should be deployed. Additionally, sites such as Facebook are barely a blip on the radar. For those who are working on the edge of the technology envelope, virtual worlds and video are still miniscule, but the most appropriate course of action at this point would be to develop a YouTube capability and use the Quicktime option for streaming into Second Life.









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eMarketer has a report which indicates that video advertising online is undergoing rapid growth and is the trend of the future in terms of of digital advertising. This doesn't mean that traditional banner ads and such are going to vanish, but it does mean that people will engage more with video, especially if the video is entertaining. Also, as mobile devices such as the iPhone become more ubiquitous with faster networks, video has a more important role to play.

By 2012, 80% of internet users (e.g. most of the population) will view video ads. In 2008 the total number of viewers of video ads online is expected to top out at 129.5 million users, or 66.8% of all internet users. That number is going to grow to nearly 200 million views by 2013. So if you're still using banner ads on your website and ad boards in Second Life, you might want to rethink your strategy and consider how and when to incorporate video.




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