DUBLIN--(BUSINESS WIRE)--Research and Markets has announced the addition of the "In-Stream Video Advertising 2016-2018: Device Proliferation, Inventory Diversity and Continuing Appeal of the Desktop" report to their offering.
Seaside, CA 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.
- CBS Television
For more information about this report visit http://www.researchandmarkets.com/research/jxbrpg/instream_video