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米国家庭におけるブロードバンド利用は2004年の3,430万人から、2008年には6,940万人へ増加する見込み。

"In real-world terms, what that means is marketing campaigns can extend TV's reach to the online space, enticing the target audience to spend more time with a particular brand," says Mr. Hallerman. "It also means using the Internet's ability to track consumers in ways that match up television commercials with online (and offline) activity."

He adds: "And it means combining the content offered on the tube with the control individuals take for granted on the Internet."

Full-service shops will become increasingly important as advertisers look to extend video assets across media. Agencies that specialize in online more than offline — or vice versa — will need to pursue partnerships, mergers and experienced personnel to provide both online and offline services.

"More than any other advertising format," says Mr. Hallerman, "Internet video has the potential to blend hot marketing elements together — branded entertainment, paid search, viral marketing, consumer generated media, behavioral targeting, website brand marketing and online gaming."
( Online Video Advertising: Not an Oxymoron Anymore, eMarketer)