Tipping Point for Online Video? Yes, Says comScore CEO

By Scott

Just a quick post to point to a study recently put out by comScore Networks, and to reaffirm a prediction I made at the end of last year.

I predicted that 2006 would be the year of content advertising. With the increasing value of Google’s content ad services, new advertising networks to promote blog marketing, Yahoo! aggressively building its content-based ad network, social networking, and now the emergence of pay per click video ads through Google… I’m feeling pretty good about my prediction.

I agree with the CEO of comScore (quote below) that we are approaching a tipping point with online video consumption. We’re at the cliff’s edge! That just fuels the value of content-based online advertising, and demonstrates that the Internet marketing model is about more than just search. It’s about marketing to people where they hang out.

Here is the link to the comScore release.


– comScore Networks will now be monitoring online video reach
– Online video reach has increased 18 percent in the last 18 months
– 3.7 billion video streams were viewed in March (100 minutes of content per view per month)
– Males are more engaged with videos than females (2 hours of video per month compared to 1 hour and 20 minutes)
– Two-thirds of consumers access the Internet from home using broadband

“Video consumption on the Web is rapidly approaching the tipping point for advertisers,?? said Peter Daboll, president and CEO of comScore Media Metrix.