Advtertisers Like YouTube, Hate Blogs

There are some funky findings in a new survey from the American Advertising Federation. While traditional advertisers don’t hate blogs (I was exaggerating in the title of this post), the survey shows a preference for ads on MySpace/YouTube over blogs. It is somewhat surprising, of course, given that YouTube doesn’t take ads, and MySpace makes a mess of the ads that run there.

Other findings:

  • Online video has not yet had a significant impact on ad spend with
    television network upfront markets. Sixty-two percent of those that
    participate in TV upfront said online video did not have an effect on
    their spend with networks, and only 15 percent said online video
    decreased their network spend.
  • Advertising industry leaders forecast expanded ad budgets across
    online media as a whole. Average spending on online advertising, as a
    percentage of the total media budget, is anticipated to increase from
    15 percent in 2005 to 20 percent in 2006, and forecasted to reach 32
    percent by 2010.
  • New media platforms will get only a small percentage of online
    budgets next year, with social media and video getting the top
    percentage of spend.
  • Paid search is set to increase from nine percent of the online budget in 2005 to 11 percent in 2006 and 23 percent in 2010.
  • Display advertising is set to increase from 22 percent in 2005 to
    28 percent in 2006, but will decrease by over half to 13 percent in
  • Rich media will increase from 11 percent in 2005 to 13 percent in 2006 and 18 percent in 2010.
  • The top five most successful digital media campaigns over the
    last year were 1) Burger King; 2) Apple and Verizon (tie); 4)
    Volkswagen and 5) Axe.


  1. Online video might be the future, but maybe there is a deeper problem here. YouTube and MySpace are very visual (hell, people look for dates on MySpace)…blogs actually require users to use their brain to read and comprehend. People don’t want to do that! 😉