DUBLIN, July 20, 2015 /PRNewswire/ --
Research and Markets (http://www.researchandmarkets.com/research/3wr38k/instream_video) has announced the addition of the "In-Stream Video Advertising 101: Inventory Abundance, Execution Headaches" report to their offering.
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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%.
However, throwing an IP video ad across today's diverse assortment devices of and media environments (i.e. Live to VOD) is complex and viewers are increasingly unforgiving.
Integration of linear and on-demand systems inside the organization is still early stage: linear and on-demand content management groups are just beginning to work in tandem to bring a unified workflow process to cross-channel monetization.
Ongoing digital video advertising playback and performance research conducted through AvailPlay Video Monitoring Services by AccuStream Research, with latest results and analysis contained in the industry trade resource In-Stream Video Advertising 101: Inventory Abundance, Execution Headaches, indicates better integrated workflow is necessary to create a unified, seamless content/advertising output that delivers a satisfying audience viewing experience on par with TV.
As demand has spiked, the fluid state of video ad technology adoption (i.e. make, buy, license or outsource) underscores the fact that monetization management systems deployed have often been pieced together over time, and while functional--if not optimal--may be deemed too expensive to upgrade or replace at this stage of the industry's evolution.
Frankenstein digital video advertising technology workflow (ingest to multi-bitrate formatting, integration with multiple ad servers, video tech platforms and audience data warehouses) and various iterations of adtech media management deployments contribute to:
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.
Key Topics Covered:
In-Stream Video Adtech/Advertising Terminology And Definitions
Section One Sharpening The 2015 - 2017 In-Stream Video Advertising Big Picture: Linear Broadcast Television Ad Loads Have Arrived--With Growing Pains
Section Two Digital Video Advertising Avails And Media Spend Overview: Total In-Stream Video Spend Improved By 23.4% In 2014, Non-Desktop By 261.4%
Section Three Internet Pure-Play Publishers, Website Destinations Capture 56.1% Of In-Stream Digital Video Ad Spend
- Discovery channels
- NBC Universal
- Turner Entertainment
For more information visit http://www.researchandmarkets.com/research/3wr38k/instream_video
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