Frost & Sullivan: A Record Year For The Online Video Advertising Market; Grows By 58%
"Tablets are significantly changing entrenched TV user behaviour patterns. Around half (51%) of tablet owners indicated that using a tablet has to some degree reduced the amount of time they spend watching TV shows or movies. As tablet penetration rises and behaviour patterns become more established, the impact that tablet usage is expected to have on general consumer behaviour is expected to increase.
"Developing engaging and targeted online video advertising campaigns is a key strategy for a growing number of brands as they seek to offset the fall in TV ad engagement and leverage the rise of online video," Ostick said.
Strong market growth forecast
Frost & Sullivan forecasts strong market growth will continue over the next five years with the market predicted to grow at a CAGR of 39% from 2012 to 2017, increasing from $86 million in 2012 to $442 million in 2017. It is expected to outperform all other major online general advertising segments such as banner ads, advertorials, sponsorships and e-newsletters.Harpur said there were a number of factors that were securing the online video market's robust growth into the future. "Attracted by the greater targetability, engagement and interactivity that online ad serving platform solutions offer, agencies and large brands are increasingly seeing online video as an important and crucial part of the overall advertising mix while an acute shortage of inventory remains. In addition, the adoption of the Interactive Advertising Bureau (IAB)'s Digital Video Ad Serving Template (VAST) and Digital Video Player Ad Interface Definition (VPAID) standards have made it more efficient and effective for publishers to monetise their online assets." As the online video market matures, three major players are dominating the local market being TVN, a media and technology company dedicated to internet TV; Smartclip, Adconion's video offering; and Tube Mogul.
Select the service that is right for you!COMPARE ALL SERVICES
- $2.5+ million portfolio
- Large-cap and dividend focus
- Intraday trade alerts from Cramer
- Weekly roundups
Access the tool that DOMINATES the Russell 2000 and the S&P 500.
- Buy, hold, or sell recommendations for over 4,300 stocks
- Unlimited research reports on your favorite stocks
- A custom stock screener
- Upgrade/downgrade alerts
- Diversified model portfolio of dividend stocks
- Alerts when market news affect the portfolio
- Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
- Real Money + Doug Kass Plus 15 more Wall Street Pros
- Intraday commentary & news
- Ultra-actionable trading ideas
- 100+ monthly options trading ideas
- Actionable options commentary & news
- Real-time trading community
- Options TV