This would seem to indicate that proof of concept is still sometime in the future>>>>>
-- [B] Streaming media could help flagging ad market, survey says --
By Kelley O. Beaucar, BridgeNews
Washington--Feb. 20--After a year in which Internet companies were forced
out of business because their bread-and-butter online advertising revenues had
all but dried up, a new study has revealed that streaming media could pose a
second chance for the vitality of the depressed ad market.
* * *
Nearly two-thirds of the 100 ad agencies recently polled said they have
recommended streaming media advertising to their clients in the last 12 months,
according to a survey by the Yankee Group, a technology research and strategic
consulting firm based in Boston.
Those same respondents said they are likely to recommend streaming media to
clients again in the next 12 months. More than 90% of respondents expect that
their clients who already had used streaming technology will buy more such ads
within the next year.
This news may bode well not only for companies who still depend on ad
revenues, but also for streaming media companies, which are riding the crest of
what at least one analyst has called the "next big killer app."
On Feb. 7, an Arbitron/Edison Media Research Internet Study revealed that
Americans are spending less time on the Internet but more time listening to or
viewing streaming media. The survey also found that as of January, more than 30
million Americans used Internet audio or video streaming media each month,
while more than 13 million use the technology once a week.
Also according to the study, those who use streaming media are more likely
to spend time online and "are an ideal target for online advertisers,"
especially younger users.
In December, Wedbush Morgan Securities analyst Adam Holiber, who covers
popular streaming media company RealNetworks, said "we remain convinced that
streaming media is the next Internet 'killer app(lication)'."
Michele Pelino, director of the Internet studies division of the Yankee
Group, said the "study results support the tremendous opportunity for
advertising agencies to work with clients to incorporate streaming media
advertisements into their overall marketing campaigns." |
