Last week we furnished some data, upon request, to Internet guru Terry Heaton (www.thepomoblog.com) regarding local online video advertising. The item was picked up by a number of publications and caused a lot of stir. So I wanted to spend a minute discussing that research.
We are toward the end of our annual collection of revenue/expense date for local Web sites. This year’s survey encompasses more than 4,000 local Web sites telling us how much they’re making online, and where it’s coming from. As we look into that data, we’re seeing — again — that newspaper sites have more streaming-video advertising than TV sites. Weird phenomenon, given the fact that TV stations SHOULD be the kings of video. Newspapers had about $165m in streaming-video advertising last year, versus $105m for TV stations.
Here’s another oddity for you: Yellow Pages publishers had nearly as much online video revenue (about $90m) as TV stations. And there’s a very good chance that YP publishers could zoom ahead of all other local media competitors — newspaper sites included — this year. Hard to believe? Go to www.youtube.com/yellowpages and you’ll find 13,000 paid advertiser videos and counting … from your friends at AT&T.