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In-Stream Video Advertising 101:
Inventory Abundance, Execution Headaches
Category : Marketing & Advertising
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Introduction to Report
Launch Date: June 30, 2015
Number of Pages: 68
Geography Coverage: Global
Available Format: PDF
Price For Single User License: USD 2,995
Price For Site User License: USD 3,995
Price For Global User License: USD 5,995
Delivery Time: Within 24 Hours (During Working Days)
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About the Report
This in-stream advertising resource provides detailed spend perspective: total views, sellout percent, CPMs, insertion frequencies by site (desktop, apps), UGC to premium broadcast sites, number of ad pods supporting Authenticated Sign-in, and units allocated inside those pods, playability, viewability, where frequency caps are enabled, where they aren't.
For broadcasters, we estimate about 31.6% of total segment video ad spend was placed on screens other than the desktop in 2014.
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Key Highlights:
Brands, marketers, agencies and adtech vendors--collectively the demand side--have all clamored for more premium in-stream ad inventory, and in 2015 the supply side is unlocking some 296 billion avails, though ad op growing pains persist.
Media execs too, for their part, are determined that IP premium television be monetized in similar fashion to linear clock counterparts across all platforms, further contributing to unit volume increases (in-stream formats), exhibiting a CAGR of 47.3% 2003 - 2014.
Despite pain points, spend is forecast at $4.8 billion (U.S. in-stream only) during the calendar year, with internet pure plays owning 56% of the market, broadcasters/cable programmers 36.5%, aggregation platforms 6% and print/magazine publishers 1.4%.
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Key Highlights Continues…
At this stage in the market's evolution, the desktop remains the most exploited screen/platform, in aggregate.
For example, YouTube desktop insertion frequencies averaged 27.6% over the past year, 60% TrueView enabled. Conversely, mobile/tablet insertion frequencies averaged 6.7%, with 77% TrueView units deployed.
The pre-roll/-in-stream video format is an essential monetization vehicle for premium cross-channel broadcast television, cable programming, large internet pure-play publishers and aggregators such as YouTube, Yahoo, NDN, Hulu, MSN/Microsoft, Crackle, large UGC outlets (i.e. DailyMotion) and smaller independent publishers and affiliated network sites.
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Key Highlights Continues…
3rd Party ad networks and clearing solutions (including public programmatic systems) are expected to manage 13.4% of total in-stream spend.
Additional market intelligence contained in this industry trade resource reveals in-stream video inventory is averaging an eCPM of $19.58, including YouTube.
Desktop sales generated $3 billion in spend, while non-desktop/devices/VOD sales totaled up $1 billion, capturing 25.8% of the market in 2014.
Excluding YouTube and Facebook, mobile/non-desktop video spend jumped 323.9% in 2014 to $719.8 million
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Key Topics:
Less audience patience with playback issues, higher content abandonment rates making fewer guaranteed impressions
Impression fatigue: The same piece of creative running multiple times inside deployed ad pods populating a program
Inexact audience forecasting tools which can alternatively underestimate or over-estimate inventory
Ad units or executions (pods, apps, pre-roll or post-roll) that do not play, freeze, render properly, stuttering, halting or inconsistent playback
Mobile/desktop ad calls that result in app freezing, device crashes or blank/black screens
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Key Topics Continues…
Site serving video creative across infrastructure not architected to handle the format
Ad pods that may appear but are in some cases not sold/empty, alternately freezing when the creative isn't there to play, turning into a black or blank screen
Video ad playback breakage that does not properly failover to HTML5 encoded files
Constant re-buffering
VOD programming (authenticated through a set top box) is undersold, which leads to running repetitive creative, or impression fatigue
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