Of the 198 magazine and newspaper publishers and ad sales directors responding to the survey, 118 (59%) predicted their video revenues would increase between 100 and 120% over the forthcoming calendar year.

A variety of factors were attributed to the predicted increase, primarily the expected upturn in advertising and the introduction of technology making production and online video distribution more affordable for advertisers. Video’s increase in popularity consumers was also seen as a factor. The research was conducted by Video Direct among both its existing publisher clients aswell as others.

Data extracted from just its own clients’ responses were more buoyant, indicating that publishers with an existing and established video advertising strategy felt they were in a position to benefit more from the anticipated upturn.

When asked which sectors of publishing were most likely to increase, many (39%) felt that publishers operating in vertical sectors were likely to see the biggest increases, primarily because their advertising communities were felt more likely to follow closely what other was doing.

Of the video sectors responsible for the expected growth, video production was seen by many publishers as the key earner; these were primarily publishers without existing editorial content available for pre- roll

"Many publishers surveyed indicated that video production was the main area of growth, although as many of these respondents were existing clients of ours, that isn’t too surprising. What was more surprising was the robustness of their overall forecasts. WPP has recently lifted its advertising forecasts for 2011 and evidence of this growth is certainly beginning to appear. Video is of course very new to most publishers, so their growth forecasts start from a low base in some cases but it’s extremely encouraging nonetheless”, said Richard Counsell, Managing Director, Video Direct Ltd.

More ... http://www.video-direct.co.uk