Ad Agencies report online video advertising better than TV. Words are being eaten in this sea change.

There is a sea change in the way that Advertising is changing.

Most Ad Agencies are struggling in their mindset to cope with the switch to digital and trying to recover the reputational damage caused to themselves, by themselves, in early attempts to rubbish it.

It is ironic for me to watch Ad Agencies now claiming to embrace digital, having had years embroiled in debating it with them. Like leopards, they now know where the money is and are desperate to be seen as evangelists, with consequential dire attempts to negate their previous claims of it being, a waste of money. It will be hard to erase their histories on Google though.

Thanks to Mashable today however, they now report that "Advertising executives" admit that the tide of advertising has changed and that online video ads are taking the lead http://mashable.com/2013/05/28/online-videos-tv-advertising/

75% of them said that online video ads are more effective than TV Ads - a drum that Streamabout has been banging for some time. Only 17% said they were "less effective".

The report produced by the reliable 'emarketeer' showed that online video was even more effective than display ads (print ads) and better for direct response. Which it is.

Video views grew by 23% this year - far greater than the declining audience on TV and it will continue to bury traditional TV broadcasters despite their claims. They know it.

Spend on online video is estimated to grow at 40%, outstripping all other media. Except of course, media that embraces online video like newspaper publishers.

It's a sea change alright.
It is, wakey wakey time too.