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Global Online Video Advertising Platforms Market

  • January 2013
  • 150 pages
  • Frost & Sullivan
Report ID: 1095273

Summary

Table of Contents

This study covers the state of the global online video advertising platforms market, examining the drivers and restraints for growth and pricing and technology, demand, and geographical trends. It includes a discussion on the following: online ad spending, online video ad spending, and online video advertising platforms. Market growth by region—North America, Latin America, EMEA, and Asia Pacific—is forecasted. In addition, an in-depth analysis of the competitive situation, including vendors' market shares in the online video advertising platforms market, is provided, along with profiles of the key vendors in the industry. The base year is 2012, with forecasts running through 2018.
Executive Summary
•Online video advertising spending continues to grow rapidly as it is positioned as the ideal medium for advertisers and brand marketers, combining the power and engagement of TV ads with the targeting, tracking, and interactivity of online advertising.
•Shifting audience media consumption habits and the higher cost-per-thousand-impressions (CPM) currently commanded by online video ads have prompted media and content owners to distribute increasing amounts of programming online in partnership with ad platform vendors.
•The online video advertising ecosystem is quite complex - including Web sites and portals, ad agencies, networks, measurement, auditing, research firms, ad serving technology vendors – all playing a vital role in the development, production, and distribution of the medium.
•Coupled with advanced web analytics solutions, online advertising enables companies to track user behavior across any Web site, content, or platform, including rich media—images, sound, and video files—imbedded on the site. Online video analytics allows companies to report precise individual user data and aggregate audience data, which is extremely valuable to advertisers.
•The emergence of big advertisement (ad) networks (like Brightroll and Tremor Media) with scale and reach make it easier for ad agencies to make media purchases by standardizing and integrating ad space from different small, medium-sized and large publishers. The universal adoption of the Interactive Advertising Bureau (IAB)’s video ad delivery standards has made it even more efficient and effective for publishers to monetize their online assets.
•The industry is experimenting with newer pricing models (non-CPM), different ad formats (in addition to pre-roll), RTB for video ads and integrating social media into campaign strategies.
•Challenges include lack of standards and best practices in terms of metrics, business models for online video, ad formats and third-party ad serving.
•Overall, the market for online video advertising is estimated at over $xx billion in 2012, growing to over $xx billion over the forecast period. The market for online video ad platforms is a much more modest $xx million in 2012 and is expected to grow at a CAGR of over xx percent by 2018 to nearly $xx million.

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