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インストリーム動画広告101:大量のインベントリ、実行の悩み

In-Stream Video Advertising 101: Inventory Abundance, Execution Headaches

発行 Accustream Research 商品コード 333654
出版日 ページ情報 英文 68 Pages
納期: 即日から翌営業日
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インストリーム動画広告101:大量のインベントリ、実行の悩み In-Stream Video Advertising 101: Inventory Abundance, Execution Headaches
出版日: 2015年06月29日 ページ情報: 英文 68 Pages
概要

当レポートでは、インストリーム動画広告市場について調査し、市場の全体像、デジタル動画広告の価値とメディア支出の概要、インストリームデジタル動画広告支出の内訳などについて、体系的な情報を提供しています。

インストリーム動画広告技術/広告専門用語および定義

第1部

  • インストリーム動画広告の全体像の鮮明化
  • 大量のインストリームインベントリは一様ではないデジタル広告プレーブックに貢献
  • IP動画インストリームインベントリおよびメディア支出実績
  • IPインストリーム動画インベントリ予測、2015年は2950億の価値
  • インストリーム動画支出は2017年までインベントリ拡大を上回る予測
  • プレミアムパブリッシャーは引き続きリニアクロックを上回ってIP動画広告量を拡大
  • インストリーム動画CPM価格
  • YouTubeインストリーム広告の進化と成熟
  • YouTubeはデスクトップ上で高いインストリーム挿入頻度を示し、スキップ可能なインベントリの配分は低い

第2部

  • デジタル動画広告の価値とメディア支出の概要:インストリーム動画支出総額は2014年に23.4%、デスクトップ以外では261.4%の改善
  • IP動画広告:視聴回数、COMおよびメディア支出:サイト/プログラマー別
  • IP動画広告:視聴回数、デスクトップ/モバイル挿入頻度、インベントリ:サイト/プログラマー別

第3部

  • インターネットパブリッシャー、ウェブサイトデスティネーションはインストリームデジタル動画広告支出の56.1%を占める
  • IP動画メディア支出ランキング:パブリッシャー分類別
  • IP動画広告:挿入頻度別のランク
  • YouTubeデスクトップ、Hulu、AOL、Facebook、放送局およびケーブルチャネルはインストリーム動画広告市場シェアのリーダー
  • CBS、NBC、ABC、TURNER、ESPNおよびDISCOVERY はデジタル動画広告収入におけるブロードキャスト/ケーブルのクロスプラットフォームセグメントをリード
  • IP動画広告:ブロードキャスト/クロスチャネル動画パブリッシャーのランキング
  • IP動画広告:インターネット専門動画パブリッシャーのランキング
  • NYTIMES.COM、WSJ.COM、WASHINGTONPOST.COMおよびTIME DIGITALはインストリーム動画広告のプリントパブリッシャーセグメントをリード
  • NDNはインストリーム動画広告支出を供給する最大の独立系放送番組プラットフォーム
目次

Brands, marketers, agencies and adtech vendors--collectively the demand side--have all clamored for more premium in-stream ad inventory, and in 2015 the supply side is unlocking some 296 billion avails, though ad op growing pains persist.

Media execs too, for their part, are determined that IP premium television be monetized in similar fashion to linear clock counterparts across all platforms, further contributing to unit volume increases (in-stream formats), exhibiting a CAGR of 47.3% 2003 - 2014.

Despite pain points, spend is forecast at $4.8 billion (U.S. in-stream only) during the calendar year, with internet pure plays owning 56% of the market, broadcasters/cable programmers 36.5%, aggregation platforms 6% and print/magazine publishers 1.4%.

However, throwing an IP video ad across today's diverse assortment devices of and media environments (i.e. Live to VOD) is complex and viewers are increasingly unforgiving.

Integration of linear and on-demand systems inside the organization is still early stage: linear and on-demand content management groups are just beginning to work in tandem to bring a unified workflow process to cross-channel monetization.

Ongoing digital video advertising playback and performance research conducted through AvailPlay Video Monitoring Services by AccuStream Research , with latest results and analysis contained in the industry trade resource In-Stream Video Advertising 101: Inventory Abundance, Execution Headaches , indicates better integrated workflow is necessary to create a unified, seamless content/advertising output that delivers a satisfying audience viewing experience on par with TV.

As demand has spiked, the fluid state of video ad technology adoption (i.e. make, buy, license or outsource) underscores the fact that monetization management systems deployed have often been pieced together over time, and while functional--if not optimal--may be deemed too expensive to upgrade or replace at this stage of the industry's evolution.

"Frankenstein" digital video advertising technology workflow (ingest to multi-bitrate formatting, integration with multiple ad servers, video tech platforms and audience data warehouses) and various iterations of adtech media management deployments contribute to:

  • Less audience patience with playback issues, higher content abandonment rates making fewer guaranteed impressions
  • Impression fatigue: The same piece of creative running multiple times inside deployed ad pods populating a program
  • Inexact audience forecasting tools which can alternatively underestimate or over-estimate inventory
  • Ad units or executions (pods, apps, pre-roll or post-roll) that do not play, freeze, render properly, stuttering, halting or inconsistent playback
  • Mobile/desktop ad calls that result in app freezing, device crashes or blank/black screens
  • Site serving video creative across infrastructure not architected to handle the format
  • Ad pods that may appear but are in some cases not sold/empty, alternately freezing when the creative isn't there to play, turning into a black or blank screen
  • Video ad playback breakage that does not properly failover to HTML5 encoded files
  • Constant re-buffering
  • VOD programming (authenticated through a set top box) is undersold, which leads to running repetitive creative, or impression fatigue
  • Authenticated sign-in is still challenging, content is limited, very few programs are actually live, all operators are not supported, and video content/ad stitching is poorly integrated and playback is inconsistent

At this stage in the market's evolution, the desktop remains the most exploited screen/platform, in aggregate. For example, YouTube desktop insertion frequencies averaged 27.6% over the past year, 60% TrueView enabled. Conversely, mobile/tablet insertion frequencies averaged 6.7%, with 77% TrueView units deployed.

This in-stream advertising resource provides detailed spend perspective: total views, sellout percent, CPMs, insertion frequencies by site (desktop, apps), UGC to premium broadcast sites, number of ad pods supporting Authenticated Sign-in, and units allocated inside those pods, playability, viewability, where frequency caps are enabled, where they aren't.

The pre-roll/-in-stream video format is an essential monetization vehicle for premium cross-channel broadcast television, cable programming, large internet pure-play publishers and aggregators such as YouTube, Yahoo, NDN, Hulu, MSN/Microsoft, Crackle, large UGC outlets (i.e. DailyMotion) and smaller independent publishers and affiliated network sites.

3rd Party ad networks and clearing solutions (including public programmatic systems) are expected to manage 13.4% of total in-stream spend.

Additional market intelligence contained in this industry trade resource reveals in-stream video inventory is averaging an eCPM of $19.58, including YouTube.

Desktop sales generated $3 billion in spend, while non-desktop/devices/VOD sales totaled up $1 billion, capturing 25.8% of the market in 2014.

Excluding YouTube and Facebook, mobile/non-desktop video spend jumped 323.9% in 2014 to $719.8 million

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

Turner Entertainment properties including TBS.com and TNT.tv, Discovery channels, NBC Universal, CBS and ABC are monetizing with in-stream ad loads at linear broadcast television levels. Long-form episodes typically see 3 - 7 ad pods, with 1 - 7 ads per pod.

YouTube leads all publishers with in-stream video ad billings. CBS.com, ComedyCentral.com, NBC.com, ABC.com ESPN.com are top performing in the premium broadcast/cross channel video publishing category.

For broadcasters, we estimate about 31.6% of total segment video ad spend was placed on screens other than the desktop in 2014.

Table of Contents

IN-STREAM VIDEO ADTECH/ADVERTISING TERMINOLOGY AND DEFINITIONS

SECTION ONE

  • SHARPENING THE 2015 - 2017 IN-STREAM VIDEO ADVERTISING BIG PICTURE: LINEAR BROADCAST TELEVISION AD LOADS HAVE ARRIVED--WITH GROWING PAINS
  • AN ADUNDANCE OF IN-STREAM INVENTORY HAS CONTRIBUTED TO UNEVEN DIGITAL AD PLAYBACK: THE "FRANKENSTEIN" WORKFLOW FACTOR
    • Audience reaction to poor content playback affects ad spend
    • Suggested Fixes to execution headaches include larger libraries, better navigation, hiring digital media ad sales and adtech specialists
    • Insertion frequencies rise across the ecosystem: UGC to Premium long-form
    • 3rd Party IP Video AdTech: Addressing the In-stream playback disconnect
  • 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
  • PREMIUM PUBLISHERS CONTINUE TO INCREASE IP VIDEO AD LOADS BEYOND THE LINEAR CLOCK
  • IN-STREAM VIDEO CPM PRICING: 2007 - 2015
  • 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

SECTION TWO

  • DIGITAL VIDEO ADVERTISING AVAILS AND MEDIA SPEND OVERVIEW: TOTAL IN-STREAM VIDEO SPEND IMPROVED BY 23.4% IN 2014, NON-DESKTOP BY 261.4%
  • IP VIDEO ADVERTISING: VIEWS, CPMs AND MEDIA SPEND BY SITE/PROGRAMMER: 2014 (Full-Year)
  • IP VIDEO ADVERTISING: VIEWS, DESKTOP/MOBILE INSERTION FREQUENCIES, INVENTORY BY SITE/PROGRAMMER: 2014 (Full-Year)

SECTION THREE

  • INTERNET PURE-PLAY PUBLISHERS, WEBSITE DESTINATIONS CAPTURE 56.1% OF IN-STREAM DIGITAL VIDEO AD SPEND
  • IP VIDEO MEDIA SPEND RANKING BY PUBLISHER CATEGORY: 2014
  • IP VIDEO ADVERTISING: RANKED BY INSERTION FREQUENCY: 2014 (Full-Year)
  • YOUTUBE DESKTOP, HULU, AOL, FACEBOOK, THE BROADCASTERS AND CABLE CHANNELS ARE IN-STREAM VIDEO ADVERTISING MARKET SHARE LEADERS
  • CBS, NBC, ABC, TURNER, ESPN AND DISCOVERY LEAD THE BROADCAST/CABLE CROSS-PLATFORM SEGMENT IN DIGITAL VIDEO ADVERTISING REVENUE
  • IP VIDEO ADVERTISING: RANKED BY BROADCAST/CROSS-CHANNEL VIDEO PUBLISHER: 2014 (Full-Year)
  • IP VIDEO ADVERTISING: RANKED BY INTERNET PURE-PLAY VIDEO PUBLISHER: 2014 (Full-Year)
  • NYTIMES.COM, WSJ.COM, WASHINGTONPOST.COM AND TIME DIGITAL LEAD PRINT PUBLISHER SEGMENT WITH IN-STREAM VIDEO ADVERTISING
  • NDN IS THE LARGEST SYNDICATION PLATFORM DELIVERING IN-STREAM VIDEO AD SPEND
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