Digital pre-roll and in-stream video inventory is expanding at a 20.3% rate in 2013, while corresponding media spend is expected to increase 37.8% over the calendar year, as presented in an avails analytics report by AccuStream Research.
The report, Digital Pre-Roll and In-Stream Video Avails: 2013 – 2016, attributes increased video spend to higher sellout rates sector-wide–even as insertion frequencies rise–to marketers who are buying scale, including campaigns against YouTube’s expansive library and inside social networking environments strengthened by greater inventory transparency.
Video spend outpacing avail growth is fueled by predictive campaign analytics, deployment of performance-based inventory (i.e. YouTube’s TrueView enabled online and mobile inventory), syndication platforms such as NDN, sophisticated audience targeting capabilities utilizing integrated viewer behavioral data and better visibility into aggregated mid/long-tail inventory effected through supply side clearing mechanisms.
Media spend against digital pre-roll is presently forecast to bring a market worth $3 billion in 2013, including the mobile platform. Video ad networks are figured to contribute an additional 18.8% of top of spend booked through in-house sales initiatives.
This sector research report contains an extensive database of sites, brands, networks and services monetizing against pre-roll and in-stream formats, total views, CPMs, sellout rates, mobile views and sales, total allocated inventory and combined pre-roll/in-stream video media spend from 2003 and projected through 2016.
Emerging platforms (mobile, social/viral and VOD) are pegged to capture 14.3% of total video spend associated with in-stream formats in 2013, increasing to 28.6% by 2016.
The in-stream marketplace exhibited a CAGR of 50.3% (2003 – 2012), and currently on course to produce a 2003 – 2016 CAGR of 42.3%. Mobile views accounted for 18.4% of the total, and generated 10.1% of video spend in 2012.
Premium content and associated ad pods are more closely synchronizing with their linear broadcast counterparts (both in impression length and volume), with impression-to-view ratios now standing at 1-to-1, compared to 1-to-1.5 in 2011.
This digital video analytics report includes historical data 1998 – 2012, with forecasts through 2015. The pro video channel produced a 14-year CAGR of 52.5%, UGC a 7-year CAGR of 99.4%. Pro video over the same 7-year timeframe exhibited a CAGR of 28.6%. Pro news views jumped 75%, movies/film 41% and sports 55% in 2012.
AccuStream Research produces due diligence grade reports covering digital video views, audio listening and monetization, subscription media storefronts, video processing, workflow and ecosystem technologies, in-stream and digital video advertising, video advertising networks, mobile advertising networks, CDN, integrated video platforms, alongside custom client research.