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	<title>AllThingsD &#187; Joss Whedon</title>
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		<title>An Online Ad Bright Spot: Short Videos Made by Grown-Ups. One Catch, Though</title>
		<link>http://allthingsd.com/20081112/an-online-ad-bright-spot-short-videos-made-by-grown-ups-one-catch-though/</link>
		<comments>http://allthingsd.com/20081112/an-online-ad-bright-spot-short-videos-made-by-grown-ups-one-catch-though/#comments</comments>
		<pubDate>Wed, 12 Nov 2008 14:36:39 +0000</pubDate>
		<dc:creator>Peter Kafka</dc:creator>
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		<category><![CDATA[Joss Whedon]]></category>
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		<category><![CDATA[Peter Kafka]]></category>
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		<guid isPermaLink="false">http://mediamemo.allthingsd.com/?p=976</guid>
		<description><![CDATA[The good news: Gartner finds an ad market that's going to grow 600 percent. The bad news: You already know about it. And it's tiny.]]></description>
			<content:encoded><![CDATA[<p><a href="http://mediamemo.allthingsd.com/files/2008/11/dr-horrible.jpg"><img class="alignright size-medium wp-image-979" title="dr-horrible" src="http://mediamemo.allthingsd.com/files/2008/11/dr-horrible-300x198.jpg" alt="" width="250" height="164" /></a>If things keep moving along <a href="http://mediamemo.allthingsd.com/20081112/the-online-ad-slowdown-by-the-numbers/">their</a> <a href="http://mediamemo.allthingsd.com/20081111/conde-nast-web-arm-condenets-turn-for-across-the-board-cuts/">current</a> <a href="http://mediamemo.allthingsd.com/20081111/cbs-kills-cnet-music-site-it-never-launched/">trajectory</a>, it is going to be a very glum fall, and a very unpleasant 2009. So let&#8217;s take good news where we can find it. Like this: Research shop Gartner says it has found an <a href="http://www.gartner.com/it/page.jsp?id=795813">online ad sector that will grow 600 percent this year.</a></p>
<p>The catch? You already know about it. It&#8217;s &#8220;Protail video&#8221;&#8211;i.e, short clips made by people other than kids in their bedrooms. Like &#8220;Dr. Horrible,&#8221; the mini video series created by Joss &#8220;Buffy The Vampire Slayer&#8221; Whedon. The stuff that we&#8217;ve been hearing advertisers like, for quite some time.</p>
<p>Oh. Wait. There&#8217;s another catch. That 600 percent growth will bring the market to a grand total of&#8230;$75 million this year, worldwide.</p>
<p>It&#8217;s paltry numbers like these that explain why Google&#8217;s (GOOG) YouTube was predicting 2008 sales of $200 million&#8211;and that was the number the company was floating this summer, before the ad market started plummeting.</p>
<p>OK. Back to good news. Gartner figures that sometime in the future, this market really does take off: It thinks protail will generate $1.5 billion by 2012. I will do my part by using my newly purchased Flip video camera (though not the <a href="http://kara.allthingsd.com/20081112/a-new-flip-joins-the-boomtown-video-family-high-def-hijinks-ensue/">HD model</a>, which no one bothered to tell me about before I shelled out for my Mino) to generate some compelling and ad-friendly video content ASAP.</p>
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