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  4. > Digital Video Ad Spend and Billings Viability of Time-Based Formats In Non-Linear Channels

Seaside, CA Premium digital video publishers, their agencies and brand marketer partners have settled expectations regarding the migration of linear TV to VOD advertising paradigms that are time-based, carving out pods of inventory inserted sequentially into long-form programming online.

Marketers place their bets where impressions inspire confidence, regardless of viewer orientation, thus directing demand toward in-stream inventory projected to capture 46.6% of digital video ad spend in 2015 (including mobile, in-app, VOD/OTT), according to the industry trade resource Digital Video Ad Spend and Billings Viability of Time-Based Formats In Non-Linear Channels, produced by AccuStream Research.

This 2015 edition analyzes a decade of billings by format and spot length across the desktop, now incorporating mobile, social, custom media player, VOD and Authenticated Sign-in, inventory pricing models and CPMs, emerging video executions and formats, plus respective growth trajectories, including their long-term market viability as exploitation engines.

All publisher categories have embraced variations of timed monetization techniques (such as media impressions seen versus time spent on site, number of pages viewed, pages turned, video content runtime, number of video viewed etc.) offered against content of varying lengths routed through IP video channels.

Even as digital video ad format innovations roll through the marketplace, some designed to incentivize audiences to opt-in, others that utilize novel areas of screen real estate, incorporate elements of interactivity or map-in smarter target audience profiling data/attributes, the first position, in-stream ad messaging endures; our ad sales analysis shows the continued success of ad-supported IP video is predicated on its long-term viability.

Whether IP video audiences are in lean forward, lean back or multi-device orientation, despite ad defeat schemes and pop-up blocker browser settings or clever user workarounds, not even less-than-ideal impression and adtech execution have compelled marketers to abandon the format, estimated to produce 49.1% of the business by 2017.

Table Of Contents

Digital Video Ad Spend and Billings Viability of Time-Based Formats In Non-Linear Channels
SECTION ONE…1
IN-STREAM AND DIGITAL (ALL FORMATS) VIDEO AD BILLINGS FORECAST AT $10.3 BILLION IN 20151
IN-STREAM AD INVENTORY TO GENERATES 46.1% OF TOTAL SPEND IN 20151
Digital Video Ad Spend: Dollars Make Sense 2015 - 20171
IN-STREAM AND DIGITAL VIDEO AD BILLINGS BY FORMAT: 2003 - 20173
In-stream and in-banner video formats are twin pillars of spend, and account for 87.2% of total billings in 2015, though social and brand-direct marketing on the rise5
Market mechanisms to clear video inventory have emerged in large numbers to address macro and micro adtech opportunities7
IN-STREAM AND DIGITAL VIDEO MEDIA SPEND: 2003 - 20179
A nascent marketplace with steady growth potential: Double-digit video ad billings annual growth projected through 201710
Mobile video ad billings forecast at $1.4 billion in 2015, including YouTube and Facebook11
IN-STREAM VIDEO SPEND: DESKTOP/MOBILE/TABLET 2009 - 201711
DIGITAL VIDEO AD BILLINGS EXHIBIT A HISTORY OF SUSTAINED GROWTH: CAGR of 50.5% (2003 - 2014)12
IP VIDEO PLAYS AND IN-STREAM AD INVENTORY INSERTION FREQUENCIES 2006 - 201413
PREMIUM PUBLISHERS CONTINUE TO INCREASE IP VIDEO AD LOADS WHEN MONETIZING BEYOND THE LINEAR CLOCK15
DIGITAL VIDEO ADVERTISING AVAILS AND MEDIA SPEND OVERVIEW: TOTAL IN-STREAM VIDEO SPEND IMPROVED BY 23.4% IN 2014, NON-DESKTOP BY 261.4%15
Sellout and 1st Q. seasonality16
In-banner video remains a potent execution format online: Ad spend forecast at $4.2 billion in 201517
DOMESTIC IN-BANNER VIDEO IMPRESSIONS AND MEDIA SPEND: 2003 - 201717
IN-STREAM AND IN-BANNER VIDEO: BOTH FORMATS COMBINE TO DRIVE VIDEO AD INVENTORY SCALE20
Authenticated sign-in/TV Everywhere: Present and future video spend indicators27
AN ADUNDANCE OF IN-STREAM INVENTORY HAS CONTRIBUTED TO UNEVEN DIGITAL AD PLAYBACK: THE “FRANKENSTEIN” WORKFLOW FACTOR27
Data reveals audience reaction to poor content playback affects ad spend: Engagement vs. Abandonment29
Fixes to execution headaches include larger libraries, better navigation, hiring digital media ad sales and adtech specialists30
Video CPMs: The Yin and Yang of big data, the cross-platform inventory surge, greater audience and impression transparency31
IN-STREAM, DIGITAL VIDEO FORMAT PRICING FLUCTUATIONS: 2007- 2014/2015 YTD ANNUAL COMPARISON32
SECTION TWO33
SHARPENING THE 2015 - 2017 IN-STREAM VIDEO ADVERTISING BIG PICTURE: LINEAR BROADCAST TELEVISION AD LOADS HAVE ARRIVED--WITH GROWING PAINS33
3rd Party IP Video AdTech: Addressing the In-stream playback disconnect34
THE DIGITAL VIDEO ADTECH ECOSYSTEM ALIGNMENT: VENDOR POSITIONS AND INVENTORY MANAGEMENT SPECIALIZATION 2015 - 201734
IP VIDEO IN-STREAM INVENTORY AND MEDIA SPEND PERFORMANCE 2015 - 2017: DOUBLE DIGIT CAGRs37
IP IN-STREAM VIDEO INVENTORY FORECAST AT 295 BILLION AVAILS IN 2015; SPEND AT $4 BILLION38
IN-STREAM VIDEO SPEND EXPECTED TO OUTPLACE INVENTORY EXPANSION THROUGH 201741
THE EVOLUTION AND MATURATION OF YOUTUBE IN-STREAM ADVERTISING: 2009 - 201545
YOUTUBE EXHIBITS HIGHER IN-STREAM INSERTION FREQUENCIES ON THE DESKTOP, LOWER ALLOCATION OF SKIPPABLE INVENTORY46
VIDEO INVENTORY AND FREQUENCY ANALYSIS 2014/2015: YOUTUBE CHANNELS AND IN-STREAM VIDEO MONETIZATION48
SECTION THREE51
IN-BANNER VIDEO AVAILS ARE SUPPORTED ACROSS MANY VIDEO SITES AND ADTECH MARKETPLACES51
DOMESTIC IN-BANNER VIDEO IMPRESSIONS AND MEDIA SPEND: 2003 - 201754
SECTION FOUR64
EXPANDING BUDGETS TRANSFORM MOBILE INVENTORY INTO A REAL BUSINESS OPPORTUNITY FOR PUBLISHERS AND VENDORS64
VIDEO SPEND FORECAST AT 18% OF GLOBAL BILLINGS IN 201567
MOBILE MEDIA SPEND: MAPPING THE MARKET 2014: SPEND BY ADTECH SOLUTIONS PLATFORM68
MOBILE ADSPEND EXPLOITS ALL MEDIA FORMATS, PARTICULARLY PERFORMANCE-DRIVEN DISPLAY, RICH MEDIA AND VIDEO71
FACEBOOK DISPLAY AND MORE PREMIUM PUBLISHER VIDEO INVENTORY HAS RAISED eCPMS to $2.35 in 201475
INVENTORY REALITY CHECK: NON-DUPLICATED IMPRESSION REQUESTS HITTING 11 TRILLION ON AN ANNUAL BASIS78

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