The Growing Influence of Video Marketing vs. Search Marketing

A recent report from IDC analyzes that search marketing is to be overtaken by video and rich media ads by 2011. IDC highlights that during the forecasted period, as more and more companies are moving marketing budgets to the web, Internet Advertising will show three times as fast a growth rate over all other advertising. The growth of revenue in Internet Advertising will increase from 16.9 billion in 2006 to 31.3 billion by 2011.

It looks like Google and Yahoo have been anticipating this move. Google recently purchased YouTube when it already had a format for displaying video. Furthermore, both Google and Yahoo have recently purchased DoubleClick and RightMedia (respectively) giving them additional advertising avenues and metrics for tracking.

This doesn’t mean you should be abandoning your search marketing efforts, the IDC report highlights a change in the overall direction of the Internet. As an advertiser, in a niche market, you have the opportunity to join the big guys by adding video marketing to your local search marketing as another means to get your message out.