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市場調查報告書

時間基準的非線性廣告支出與收費可行性

Digital Video Ad Spend and Billings Viability of Time-Based Formats Non-Linear Channels

出版商 Accustream Research 商品編碼 335958
出版日期 內容資訊 英文 78 Pages
商品交期: 最快1-2個工作天內
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時間基準的非線性廣告支出與收費可行性 Digital Video Ad Spend and Billings Viability of Time-Based Formats Non-Linear Channels
出版日期: 2015年07月23日 內容資訊: 英文 78 Pages
簡介

本報告針對桌機、行動設備、社群媒體、特製媒體播放器、VOD與認証型登入服務數位廣告提供近10年販售狀況的種類分類、長度分析、數位廣告庫存定價模式與CPM (千人成本)、最新影音方式與模式、各種成長預測詳細分析、長期與目前市場持續性及阻礙市場成長的因素。

第1章

  • in-stream與數位(全格式)廣告影片整體販售預測金額2015年為103億美元
  • 片頭影音廣告行銷佔了2015年整體支出額的46.1%
  • in-stream與數位廣告影片費用種類分類: 2003∼2017年
  • in-stream與數位媒體支出額: 2003∼2017年
  • in-stream影像支出額: 桌機/行動/平板 - 2009∼2017年
  • 數位廣告收費額持續成長的歷史: 50.5%ソCAGR (2003∼2014年)
  • IP影音再生與in-stream廣告播放頻率 - 2006∼2014年
  • 營利收益超越線性時鐘、IP廣告影片持續增加
  • 數位廣告影片使用度與媒體支出額概要: in-stream影像支出額2014年整體提升23.4%。桌機以外提升261.4%
  • 國內圖像式廣告曝光數數量與媒體支出: 2003∼2017年
  • in-stream與圖像式廣告: 兩種皆促進擴大廣告量
  • in-stream影片量豐富讓廣告影片再生情況偏離: 「FRANKENSTEIN」工作流程因素
  • in-stream、數位影像價格變動: 2007∼2014/2015年 與前一年對比

第2章

  • 分析2015∼2017年in-stream廣告整體: 線型電視廣告播放量
  • 數位影像技術與生態調整: 供應商定位與庫存、管理專門化 - 2015∼2017年
  • IPin-stream影像數量與媒體實際支出額 - 2015∼2017年: CAGR以二位數提升
  • IPin-stream的2015年影像庫存預測為2950億: 支出額達40億美元
  • in-stream影像支出額預計2017年將庫存擴大
  • YouTube的in-stream廣告的進化與成熟: 2009∼2015年
  • YouTube在桌機的in-stream播放頻率高、可跳過的廣告影片庫存量少
  • 影像庫存與播放頻率分析 - 2014/2015年: YouTube與in-stream影像收益化

第3章

  • 圖像式廣告支援多數影片網站與廣告科技市場
  • 國內圖像式廣告影片曝光數量與媒體支出: 2003∼2017年

第4章

  • 因預算擴大讓出版商與供應商將行動廣告影片庫存轉為實際商機
  • 2015年世界整體販售額、影片支出額預計將佔18%
  • 行動媒體支出額: 2014年市場藍圖: 廣告科技、方案、平台分類支出額
  • 行動廣告支出開發全體媒體的活用。特別是高性能、高級媒體、與影像
  • Facebook廣告顯示與實際出版商影片庫存、2014年曝光單價 (CPM)漲到2.35美元
  • 庫存的實際驗證: 不重覆的曝光率讓點擊數高達每年11兆次
目錄

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.

Short form video clips (produced by premium broadcast, internet pure-play, syndicated to blogs, magazine publishers and affiliated networks), text content or other published online media sold or positioned against multiple digital video formats exhibit less standardization.

As video marketing opportunities have expanded over the past five years, so has the dispersion of digital video ad budgets, with increased billings flowing into integrating social commentary, sponsored post, earned media/viral placements, in-player content packaging, search/player recommends and assorted embedded auto-play units.

Together, these executions, along with the widely deployed in-banner video format, acknowledge and strengthen an emerging hybrid media landscape, where consumption patterns are morphing, blending and co-mingling inventories delivered against cross-device cumulative and simultaneous broadcast viewing.

Ongoing research shows spot lengths routinely fall between 15-seconds to 2:50-seconds, with longer info messaging often skippable. Inventory also exhibits seasonality, with 4th Q. avails often exceeding time allocated on the linear broadcast clock.

Excluding in-banner sales, emerging digital video executions are projected to capture 25.7% spend share by 2017, with the total market size forecast at $14 billion in spend.

Pioneered by Google's YouTube, skippable in-stream inventory reduces marketer risk, and is an inducement, pulling in more brand spend.

It's also a response to an immature marketplace, undervalued mobile media, adtech implementation hiccups, sales inefficiencies inherent in early stage cross-channel inventory exploitation and the ever present nod to more consumer control over their programming choices.

The TV remote control did not obsolete the linear television monetization formula, and we believe skip inventory (and other performance-driven executions outside the media player) will distinguish, rather than diminish the importance of non-skip, in-player inventory.

Further, AvailPlay Audience and Impression Monitoring conducted by AccuStream Research indicates that while the marketplace has trained its sights on rapid allocation of video inventory, achieving an overall balanced content and advertising value exchange across audience constituencies comparable to television has yet to be realized. Moreover, while there are expanding sets of devices and access options, video libraries still trickle out online.

Those obstacles have impact on growth and by design moderate what is an inevitable migration to IP video environments, but they have not deterred today's audiences from watching nor blunted marketer enthusiasm for buying; the framework for a promising business is there.

Table of Contents

SECTION ONE

  • IN-STREAM AND DIGITAL (ALL FORMATS) VIDEO AD BILLINGS FORECAST AT $10.3 BILLION IN 2015
  • IN-STREAM AD INVENTORY TO GENERATES 46.1% OF TOTAL SPEND IN 2015
    • Digital Video Ad Spend: Dollars Make Sense 2015 - 2017
  • IN-STREAM AND DIGITAL VIDEO AD BILLINGS BY FORMAT: 2003 - 2017
    • 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 rise
    • Market mechanisms to clear video inventory have emerged in large numbers to address macro and micro adtech opportunities
  • IN-STREAM AND DIGITAL VIDEO MEDIA SPEND: 2003 - 2017
    • A nascent marketplace with steady growth potential: Double-digit video ad billings annual growth projected through 2017
    • Mobile video ad billings forecast at $1.4 billion in 2015, including YouTube and Facebook
  • IN-STREAM VIDEO SPEND: DESKTOP/MOBILE/TABLET 2009 - 2017
  • DIGITAL VIDEO AD BILLINGS EXHIBIT A HISTORY OF SUSTAINED GROWTH: CAGR of 50.5% (2003 - 2014)
  • IP VIDEO PLAYS AND IN-STREAM AD INVENTORY INSERTION FREQUENCIES 2006 - 2014
  • PREMIUM PUBLISHERS CONTINUE TO INCREASE IP VIDEO AD LOADS WHEN MONETIZING BEYOND THE LINEAR CLOCK
  • DIGITAL VIDEO ADVERTISING AVAILS AND MEDIA SPEND OVERVIEW: TOTAL IN-STREAM VIDEO SPEND IMPROVED BY 23.4% IN 2014, NON-DESKTOP BY 261.4%
    • Sellout and 1st Q. seasonality
    • In-banner video remains a potent execution format online: Ad spend forecast at $4.2 billion in 2015
  • DOMESTIC IN-BANNER VIDEO IMPRESSIONS AND MEDIA SPEND: 2003 - 2017
  • IN-STREAM AND IN-BANNER VIDEO: BOTH FORMATS COMBINE TO DRIVE VIDEO AD INVENTORY SCALE
    • Authenticated sign-in/TV Everywhere: Present and future video spend indicators
  • AN ADUNDANCE OF IN-STREAM INVENTORY HAS CONTRIBUTED TO UNEVEN DIGITAL AD PLAYBACK: THE “FRANKENSTEIN” WORKFLOW FACTOR
    • Data reveals audience reaction to poor content playback affects ad spend: Engagement vs. Abandonment
    • Fixes to execution headaches include larger libraries, better navigation, hiring digital media ad sales and adtech specialists
    • Video CPMs: The Yin and Yang of big data, the cross-platform inventory surge, greater audience and impression transparency
  • IN-STREAM, DIGITAL VIDEO FORMAT PRICING FLUCTUATIONS: 2007- 2014/2015 YTD ANNUAL COMPARISON

SECTION TWO

  • SHARPENING THE 2015 - 2017 IN-STREAM VIDEO ADVERTISING BIG PICTURE: LINEAR BROADCAST TELEVISION AD LOADS HAVE ARRIVED--WITH GROWING PAINS
    • 3rd Party IP Video AdTech: Addressing the In-stream playback disconnect
  • THE DIGITAL VIDEO ADTECH ECOSYSTEM ALIGNMENT: VENDOR POSITIONS AND INVENTORY MANAGEMENT SPECIALIZATION 2015 - 2017
  • IP VIDEO IN-STREAM INVENTORY AND MEDIA SPEND PERFORMANCE 2015 - 2017: DOUBLE DIGIT CAGRs
  • IP IN-STREAM VIDEO INVENTORY FORECAST AT 295 BILLION AVAILS IN 2015; SPEND AT $4 BILLION
  • IN-STREAM VIDEO SPEND EXPECTED TO OUTPLACE INVENTORY EXPANSION THROUGH 2017
  • THE EVOLUTION AND MATURATION OF YOUTUBE IN-STREAM ADVERTISING: 2009 - 2015
  • YOUTUBE EXHIBITS HIGHER IN-STREAM INSERTION FREQUENCIES ON THE DESKTOP, LOWER ALLOCATION OF SKIPPABLE INVENTORY
  • VIDEO INVENTORY AND FREQUENCY ANALYSIS 2014/2015: YOUTUBE CHANNELS AND IN-STREAM VIDEO MONETIZATION

SECTION THREE

  • IN-BANNER VIDEO AVAILS ARE SUPPORTED ACROSS MANY VIDEO SITES AND ADTECH MARKETPLACES
  • DOMESTIC IN-BANNER VIDEO IMPRESSIONS AND MEDIA SPEND: 2003 - 2017

SECTION FOUR

  • EXPANDING BUDGETS TRANSFORM MOBILE INVENTORY INTO A REAL BUSINESS OPPORTUNITY FOR PUBLISHERS AND VENDORS
  • VIDEO SPEND FORECAST AT 18% OF GLOBAL BILLINGS IN 2015
  • MOBILE MEDIA SPEND: MAPPING THE MARKET 2014: SPEND BY ADTECH SOLUTIONS PLATFORM
  • MOBILE ADSPEND EXPLOITS ALL MEDIA FORMATS, PARTICULARLY PERFORMANCE-DRIVEN DISPLAY, RICH MEDIA AND VIDEO
  • FACEBOOK DISPLAY AND MORE PREMIUM PUBLISHER VIDEO INVENTORY HAS RAISED eCPMS to $2.35 in 2014
  • INVENTORY REALITY CHECK: NON-DUPLICATED IMPRESSION REQUESTS HITTING 11 TRILLION ON AN ANNUAL BASIS
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