I saw this article recently, which claims that folks may overstate their time on YouTube:
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107231
"The project, which cost $3.5 million to field, directly observed how people spent their day using media, found that while growing rapidly, online video and mobile video still account for a small fraction of the amount of time Americans spend watching all forms of video content, including live TV programming, time-shifted television, DVDs, video games, etc."
I don't think this would change the trend towards spending on online marketing, though. I wonder, sometimes, if marketers' move toward online spending is as much because of the data available in that form as the actual impact it has.
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