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市場調查報告書

串流內影音廣告 2016-2018年:設備普及、庫存多樣化與桌面廣告的持續魅力

In-Stream Video Advertising 2016-2018: Device Proliferation, Inventory Diversity and Continuing Appeal of the Desktop

出版商 Accustream Research 商品編碼 372569
出版日期 內容資訊 英文 55 Pages
商品交期: 最快1-2個工作天內
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串流內影音廣告 2016-2018年:設備普及、庫存多樣化與桌面廣告的持續魅力 In-Stream Video Advertising 2016-2018: Device Proliferation, Inventory Diversity and Continuing Appeal of the Desktop
出版日期: 2016年10月04日 內容資訊: 英文 55 Pages
簡介

2016年串流內影音支出預計將達47億美元、至2018年以個位數安定持續成長。

本報告針對串流內影音廣告市場、提供網站主視聽總數、插播頻率、總庫存數、販售、CPM、實績、與未來串流內支出預測分析。

第1章

  • 2016年焦點:2018年數位影音廣告局勢
  • 有線電視廣告轉向無線/VoD/即時管道
  • 與廣告播放相連的串流內庫存的觀眾複雜、偏向數位廣告再生:「科學怪人」工作流程因素
  • 串流內廣告再生表現度:設備種類分類
  • 網站主/程式編寫員與串流內影音收益化動向
  • YouTube頻道的廣告插播頻率分析、行銷明顯對桌面廣告庫存有持續需求
  • 數位影音串流內庫存與媒體支出實績
  • 串流內數位影音庫存預測、其他

第2章

  • 數位影音廣告:串流內支出總額因程式編寫員減少插播頻率、行動/平板庫存設定eCPM價格、2015年減少-5.6%
  • YouTube在2015年達5億7,800萬美元的支出促進播放中媒體支出
  • HULU、YOUTUBE、AOL、CBS TELEVISION、ABC、NBC 與 ESPN是串流內影音支出市場領導者

第3章

  • 廣播網絡、運動、聯盟與網路大型公司佔據了行動數位影音的支出
  • YouTube2015年桌面廣告佔53%、共4,550億視聽播放次數
  • 庫存沒有不足:豐富的串流內影音對YouTube許多品牌支出有用
目錄

ACCUSTREAM RESEARCH: $4.7 BILLION IN-STREAM VIDEO SPENDING FORECAST FOR 2016; CONTINUING APPEAL OF THE DESKTOP SNAPS SECTOR BACK TO DOUBLE-DIGIT GROWTH.

Brands, marketers, agencies, rights holders and adtech platforms-(the demand side), have all clamored for more premium in-stream video inventory (supply side), or greater access to existing supply, though in 2016 the market is still defined by scarcity despite a proliferating device base.

In today's fragmented device universe marketers are buying what they know and what works: pre-roll formats on the desktop. There is buying momentum behind mobile/tablet/VOD inventory demand effectively moving the budgetary needle but not uniform across all devices.

The total market is forecast at $4.7 billion in 2016, and expected to increase at a moderate single digit rate through 2018; in-stream spend also remains constrained by measured demand (i.e. undersold inventory on emerging platforms).

While we estimate in-stream video inventory across all platforms/devices increased by 28.4% in 2015, spend actually declined by -5.6% due to higher levels of unsold/undersold inventory (i.e. mobile/tablet VOD) which contributed to lower average blended CPMs as more non desktop inventories flowed into publisher channels or private/public exchanges.

Insertion frequencies, on average, across all sites, networks and channels, increased in 2015 to 2.17, up 12% over 2014. Even so, after two years' worth of lackluster or even negative in-stream ad spending growth we expect the market to snap back to double-digit growth in 2016 with inventory increasing by 6% and spend by 42.6% as CPMs equalize and emerging platform inventory is more routinely fitted into media planners' digital video budgets.

Currently digital on-demand television (both brand extension and internet pure-play publisher content) is being monetized against broadcast ad loads across all platforms (i.e. ad insertions per number of video plays, or number of advertising minutes per programming hour/half-hour); the desktop remains the most exploited screen/platform, according to AvailPlay Video Monitoring Services by AccuStream Research.

A 30-minute show (22 minutes of runtime as defined by a linear television clock) has a range of 6 - 10 minutes of in-stream/online advertising, broken up into 3 - 4 pods, each pod with 1 - 7 ad units/avails of varying spot length.

A 60-minute show (43 minutes of runtime as defined by a linear television clock) has approximately 17+ minutes of in-stream advertising, broken up into 5 - 9 pods, each pod wit 1 - 7 ad units/avails of varying spot length.

Our research includes and concludes:

  • This research provides total views by publisher, insertion frequencies, total inventory (desktop, mobile/other), sellout, CPMs, historical, run rate and future year in-stream spend forecasts
  • VOD platforms deliver the most consistent content/ad playback experience, but on-demand services are the most immature and undersold at present
  • The desktop is the most exploited device type, and delivers a fairly consistent experience enhanced with audience/user information valuable to marketers
  • Android is a highly fragmented series of OS-powered platforms, which can result in inconsistent playback and inventory allocation
  • iOS benefits from some of the most sophisticated/supported apps
  • Non-desktop playback inconsistency and lack of deterministic audience profiling data are contributing factors leading to lower CPMs and undersold inventory
  • Allocation of in-stream inventory exhibits the characteristics of a sine curve, as increases have been followed by periods of lower total yield on the supply side
  • Despite the fact that in-stream inventory is relatively scarce, the emergence of new access points are typically undersold with brand ROI campaign buys based on formats/execution, consistency of playback, app design and competitive pricing

Including YouTube, in-stream video inventory is averaging a 2016 eCPM of $12.33 (eCPM is calculated as spend divided by all allocated inventory, including unsold/undersold plus TrueView skip formats). VOD is a premium ad avail, but the market is significantly undersold, and there are limited numbers of channels publishing for VOD.

As for YouTube, it's one of the top ad spend generating video-centric audience platforms online, both desktop and non-desktop. Inside partner channels, there is a combination of strategies with regard to insertion frequencies and TrueView/skippable inventory.

YouTube exploits Auto, Music, Comedy, Beauty/Fashion, How-to, and Cooking/Health with in-stream video inventory. The desktop, however, is by far the most exploited device type continuing into 4th Q. 2016 on the YouTube service.

Table of Contents

SECTION ONE

  • FOCUS ON THE 2016 - 2018 DIGITAL VIDEO ADVERTISING BIG PICTURE: MORE INVENTORY, SPEND
  • LINEAR BROADCAST TELEVISION AD LOADS STREAM INTO NON-LINEAR/VOD/ON-DEMAND CHANNELS
  • AN ADUNDANCE OF IN-STREAM INVENTORY COMBINED WITH AD SERVING COMPLEXITIES HAS CONTRIBUTED TO UNEVEN DIGITAL AD PLAYBACK: THE “FRANKENSTEIN” WORKFLOW FACTOR
  • IN-STREAM AD PLAYBACK PERFORMANCE GRADES BY DEVICE TYPE: 2015 - 2016
  • PUBLISHER/PROGRAMMER AND IN-STREAM VIDEO MONETIZATION TRENDS 2016 - 2018
    • Fixes to execution headaches include larger libraries, better navigation, hiring digital media ad sales and adtech specialists along with updated adtech solutions
    • Digital insertion frequencies mirror the broadcast television interruptive model and with comparable ad loads
  • YOUTUBE CHANNEL AD INSERTION FREQUENCY ANALYSIS ILLUSTRATES CONTINUING MARKETER DEMAND FOR DESKTOP INVENTORY
    • YouTube/Google moving more aggressively to monetize mobile/tablet inventory in 2016
    • The Enduring, Cross-Channel Effectiveness of the Pre-roll Ad Format: YouTube reduces Desktop TrueView skip inventory on some of its most popular thematic channels in 2016
    • 3rd Party IP Video AdTech: Addressing the In-stream playback disconnect
  • DIGITAL VIDEO IN-STREAM INVENTORY AND MEDIA SPEND PERFORMANCE 2015 - 2018: DOUBLE DIGIT CAGRs
  • IN-STREAM DIGITAL VIDEO INVENTORY FORECAST AT 283 BILLION AVAILS IN 2016; SPEND AT $4.7 BILLION
  • VOLATILITY SEEN IN DIGITAL VIDEO SPEND DRIVEN BY THE EMERGENCE OF UNSOLD/UNDERSOLD NON-DESKTOP/VOD INVENTORY
    • Insertion frequency declines in 2015 to lowest level since 2012 following two years' worth of increases
  • IN-STREAM VIDEO CPM PRICING: 2007 - 2016
  • 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
  • YOUTUBE MOBILE/TABLET INSERTION FREQUENCY DOUBLES TO 12.4% IN 2016

SECTION TWO

  • DIGITAL VIDEO ADVERTISING: TOTAL IN-STREAM SPEND DECLINED BY -5.6% IN 2015 AS PROGRAMMERS TRIMMED INSERTION FREQUENCIES AND MORE MOBILE/TABLET INVENTORY WAS PRICED INTO eCPMs
  • YOUTUBE DRIVES IN-PLAYER MEDIA SPEND OF $578 MILLION IN 2015 (DOMESTIC ONLY)
  • HULU, YOUTUBE, AOL, CBS TELEVISION, ABC, NBC AND ESPN ARE IN-STREAM VIDEO SPEND MARKET LEADERS

SECTION THREE

  • BROADCAST NETWORKS, SPORTS, LEAGUES AND INTERNET GIANTS CAPTURE MOBILE DIGITAL VIDEO SPEND SHARE
  • YOUTUBE GENERATED OVER 455 BILLION VIEWS IN 2015, 53% ON THE DESKTOP
  • WHERE INVENTORYS IS NOT SCARCE: ABUNDANT IN-STREAM VIDEO AVAILS DRIVE MORE BRAND SPEND TO YOUTUBE IN 2015
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