PROSPECT ANALYSIS OF SMALL -SCALE ONLINE VIDEO ADVERTISING MARKETS-CASE STUDY OF SERBIA

Abstract

The emergence of Internet and its application in business operations has brought about dramatic changes in the way of communicating on the market. The once untachable advertisment media such as radio, TV and newspapers have gotten Internet as a serious competitor. Global statistic have indicated a growing presence of Internet for advertising purposes with the tendency to increase the role of on-line video advertising. The world trends are generally being reflected upon local markets with a smaller or greater delay. This paper inkorporates the research of present state of affairs on the Internet advertising market with a special insight into the role of on-line video advertising. Taking into consideration the word trends being reflected on smaler-scale local markets, with certain delays, it is to be expected that video ol-line advertising in Serbia gains a considerable significance in the forthcoming period. The paper also presents an overview of the existing services for video on-line advertising in Serbia, as well as the value correlation between on-line video advertising and TV commercials.