Broadband Video Market: Broader Than You May Think

Joe Mandese streams out the numbers: With upwards of $800 million being spent on broadband video ads, it would rank in ad volume alongside a mid-level network TV daypart such as late night, early morning news or evening news.

“Unlike TV, where an ad unit is based on the delivery of a single message across an unknown potential audience, broadband buys are based on the delivery of actual users. The old TV paradigm has enabled advertisers and agencies to hedge on the potential upside of TV ad buys, taking some risk in the upfront that new shows may or may not deliver, but benefiting with bonus deliver when they over-deliver.”

Related: SMG Breaks Broadband Upfront, Places Millions on Yahoo, MSN, Feedroom, With More To Come

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