Jason Glickman

Online video ads: The tipping point is near

September 24, 2009: 10:00 AM ET

Large advertisers are starting to shift their ad budgets to online video. Is the demise of broadcast television at hand?

By Jason Glickman, CEO, Tremor Media

Glickman: online video ads are on the verge of the big time. Photo: Tremor Media

Glickman: online video ads are on the verge of the big time. Photo: Tremor Media

At the 61st Primetime Emmy Awards this week, television actors were full of quips about the demise of their medium: "Amy [Poehler] and I are honored to be presenting on the last official year of network broadcast television," joked sitcom star Julia Louis-Dreyfus.  The subtext: Online video, among other things, is killing broadcast and cable networks by siphoning away eyeballs – and advertising dollars.

Despite the jocular talk of doom and gloom on the Emmys, the apocalypse of television isn't upon us. Yes, online video has garnered enormous buzz – and venture investment dollars – but the medium has yet to secure much more than a sliver of the $65 - $70 billion advertisers spend annually on television spots.

Until now.

Now I would not be so bold as to call "time of death" on the television model. In fact, with all due respect to Julia Louis-Dreyfus, I think reports of TV's death are greatly exaggerated. Viewership is as high as it's ever been and the medium will (and should) receive the lion's share of advertising dollars now and in the near to mid-term future. More

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