Contextual advertising will hand over items

In the report prepared by experts of company Emarketer, it is predicted, that on a video advertising share will have 13,1 % of all advertising budgets of the USA on the Internet in 2011 (in 2007 this indicator has made 8,2 %). The leader – contextual advertising – will gradually lose items. So, in 2011 under forecasts of analysts for a context will have less than 40 % of all market which general capacity will make $42 mlrd, informs CNews.

In report Emarketer it is said that by 2009 costs for advertising in digital media andon video advertising in the USA will make about $3,6 billion By an estimation eMarketer, in 2011 on media advertising it is necessary about all 1/5 expenses.

Participants of the Russian market as a whole agree with the predicted tendency. Alexey Ilyin, the director for company La Vente marketing, among the possible reasons of decrease in a share of contextual announcements names serious growth of cost of placing of such advertising: to appear on the first page in a context it will be necessary to pay about 10 or more dollars for one cliques that can appear unprofitable for the large part of advertisers. At the same time the videoclip will allow to advance the goods or service is faster and much cheaper at the expense of popularity of social video hostings.

Alexander Rumjantsev, the manager of projects of Internet agency "Андромедиа", considers, that the increase in a share of video advertising is quite natural desire of advertisers to use new perspective technologies.

In company "Runner" also agree with the forecast though consider, that predicted loss in 0,8 % a segment of contextual advertising is too small concerning the general advertising turn-overs. According to representatives of "Runner", it is connected, basically, with redistribution of advertising budgets in favour of new advertising formats, including, advertising in video, demand on which promptly grows from advertisers of traditional media – the habitual method will use video advertising on TV is transferred to the Internet.

According to CNews Analytics, in 2007 48,7 % of the market of Internet advertising in Russia 42,5 % — on a context ($180,6 million) and 8,8 % on other Internet advertising ($37,3 million) were necessary on media placings ($206,9 million). The market Total amount was evaluated in $424,8 million