Local online video advertising is shaping into a battle between traditional print and television news providers, according to a new report from Borrell Associates.

Worth about $161 million in 2006, the local online video advertising marketplace is expected to grow to $371 million, or 5% of local online advertising, this year and to balloon past $5 billion in next five years.

In 2006 the market for locally targeted online video ads solidified into a legitimate market with the three largest markets ( Chicago , New York and Los Angeles ) worth more than $5 million each The next 37 largest markets also each saw more than $1 million in revenue from online video, according to Borrell.

In 2006 newspapers sold approximately $81 million in local online video commercials in comparison to $32 million sold by TV broadcasters. Broadcasters are expected to bounce back this year, however. 80% of broadcasters surveyed by Borrell expect to sell streaming video ads this year, up from 72% who did last year.

The online video advertising market is expected to increasingly revolve around the strength of Websites’ video content, an area which many larger newspapers have been working hard to cultivate.

Via: BroadcastNewsRoom

TiVo has announced this year’s top Super Bowl broadcast moments, based on aggregated, anonymous, second-by-second audience measurement data about how TiVo subscribers watched the game.

“Commercials were the big winner with the top spots drawing more viewership than any of the action on the field,” said Todd Juenger, Vice President & General Manager, Audience Research and Measurement, at TiVo.

“The broadcast was a real reflection of the dramatic shift in our media culture; the time was ripe for the best user-generated spots to join the ranks of the best professionally developed spots. Both of the Doritos contest winners ranked among the Top 10 most viewed commercials by TiVo subscribers.”

TiVo Highlights:

The top ten rated commercials of this year’s game were:

• Bud Light: Language Course with Carlos Mencia
• Bud Light: Rock Paper Scissors
• FedEx: Don’t Judge
• Nationwide: Kevin Federline Rollin’ VIP
• Doritos Crash the Super Bowl
• CareerBuilder: Office Jungle
• Blockbuster: Mouse
• Doritos Crash The Super Bowl: Checkout Girl
• Chevrolet: Everybody Loves a Chevy
• Schick: Quarto Science

The TiVo audience measurement analysis shows TiVo households on average utilized the Trick Play features — pausing, rewinding, fast forwarding during live broadcasts — an average of 109 times during the game.

TiVo’s audience measurement analysis is based on aggregated data from a sample of 10,000 anonymous households with the acclaimed TiVo service. TiVo viewership information gauges the interest in programming content by measuring the percentage of the TiVo audience watching in “play” speed.

Ford has launched a new video podcast, that features music videos from Cat Power, the Yeah Yeah Yeahs, Wolfmother and Gomez.

The video podcast is basically a collection of four music videos, with short “Ford Edge” branding segments. Ford believes the new offering is the first sponsored video podcast of mainstream music videos.

“We are using the music to attract the demographic and bring them to the brand,” says Jon Melrod, vice president of Rock River Music who is collaborating with Ford on the program. “There will be imagery that evokes what the Edge is about and links so the subscriber can view the product.”

“We expect more customers to look at the Edge, but what we are really trying to do is create a community of users that is interested in the Edge and the music,” says Dave Sanabria, SUV marketing communications manager for Ford.
In the next couple of years, video podcasts will explode just the way audio podcasts did, says Sanabria, and Ford wants to be at the forefront of the industry.

“It’s the first time consumers will be able to download videos for free. A television ad is only 30 seconds, but the video will be 15 minutes,” adds Sanabria. “It’s more time to engage our audience and show them the all-new Edge.”

(more…)

Watch Now:

 Ford Edge Video Podcast: Play Now | Play in Popup | Download

YouTube founder Chad Hurley has confirmed to BBC NEWS that his team was working on a revenue-sharing mechanism that would “reward creativity”.

The system would be rolled out in a couple of months, he said, and use a mixture of adverts, including short clips shown ahead of the actual film. The offer will only apply to people who own the full copyright of the videos that they are uploading to the YouTube website.

YouTube is working on “audio fingerprinting” technologies to identify copyrighted material, which could be used to identify videos that use copyrighted musc without permission.

YouTube vierwers will not have to put up with overly long “pre-roll” adverts, according to Hurley. Add clips of three seconds length will be one of the options, but the details had not been worked out yet.

Advertising Age reports that GM and DaimlerChrysler are gutting their magazine ad budgets and moving their ad money to the web.

Blame it on Detroit. While many are looking to the digital future to explain why Time Inc. fired 289 people last week, they’d do just as well to look at the present — particularly at the changing marketing habits of the domestic auto industry.

While the story of magazines’ ongoing battle to adapt to the web world is well-documented, the untold story is of Detroit’s beleaguered carmakers, long pillars of print advertising, which are cutting their costs and, when they are spending, often seek more direct and interactive connections with their customers.

Detroit automakers slashed spending with Time Inc. a total of more than $100 million last year. General Motors, formerly Time Inc.’s biggest advertiser, cut its spending by 29%, or $47.8 million, according to estimates by TNS Media Intelligence. GM added no new Time Inc. magazines to its media plan and completely dropped All You, Baby Talk, Motorboating and Salt Water Sportsman.

DaimlerChrysler, while not quite as big an advertiser, was equally aggressive, slashing its spending with Time Inc. from $93.5 million in 2005 to just $39.7 million last year. Ford Motor Co. also reduced spending, albeit much less dramatically, trimming its Time Inc. outlay from $106.7 million to $101 million.

The companies are shifting money to the Web, but Internet ad spends are not yet enough to compensate Time and many other traditional publishers for the decline of their print spending. While this represents a risk for traditional publishers, it also represents a tremendous opportunity for Internet publishers as companies move their money to Web advertising.