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December 09, 2008

New online technology has been tipped to take an estimated $100 million in revenue from tv broadcasters over the next 12 months.

According to an article from The Age, companies such as Coca-Cola, LG, Westpac, Visa, Hyundai, ING and Mercedes have already signed up to the new technology which will allow them to run commercials made for TV broadcast.

Fairfax Digital launched its FDTV project six weeks ago using the Israeli-developed Eyeblaster technology. So far about 10 TV advertisers have signed up to FDTV, diverting some of their TV spending to target the 10 million monthly unique users on the Fairfax Digital network.

Fairfax Digital Directors are keen to get 2 to 4 percent of the TV market over the next year considering the amount of time people are spending online.

In the US, video ads are forecast to top $1.1 billion in 2010 and more than double to $3.4 billion by 2012.

Media buyers have shown support for the push and with a far greater ability to report on the success of the campaign, it will seem likely that many companies will take the leap across in support of this new advertising technology.

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