Why online video advertising is struggling


What does the future hold for online video advertising? Certainly, audiences for online video will continue to grow, and advertisers will follow those audiences. There are also some special opportunities in online video that go beyond the simple preroll and postroll formulas that are common today. Earlier this year on The Industry Standard, Melissa Chang that she thinks could take the market by storm, including two that leverage the interactive nature of the Web.

However, it will take time for these technologies to develop, and for advertisers to understand and embrace the potential of online video. In other words, growth in the online video advertising market will be limited -- at least in the short term.