YouTube and beyond

摘要

YouTube or not to YouTube? That's a question occupying the strategy sessions of content providers and broadcasters alike. Most of them already have promotional clips on various high-traffic sites - including YouTube - while the number of branded offers from broadcasters and studios alike are growing like wildfire. The rush to internet television is on, driven by the fact that the internet is increasingly where the audience is to be found, not to mention the advertising. Internet advertising in the UK in 2006 broke the ￡2bn (?2.9bn) mark, making it bigger than the advertising taken by UK newspapers last year. Perhaps the most stunning related statistic is that net ads grew by 41% between 2005 and 2006, with no signs of slowing this year. There is a reason that Google spent USD3.1bn (?2.3bn) for internet advertising agency Doubleclick in April and why Yahoo! Laid out USD680m soon after for another online agency Right Media.