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時間ベースフォーマットのノンリニアチャネルのデジタルビデオ広告への支出および課金の実行可能性

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

発行 Accustream Research 商品コード 335958
出版日 ページ情報 英文 78 Pages
納期: 即日から翌営業日
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本日の銀行送金レート: 1USD=109.43円で換算しております。
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時間ベースフォーマットのノンリニアチャネルのデジタルビデオ広告への支出および課金の実行可能性 Digital Video Ad Spend and Billings Viability of Time-Based Formats Non-Linear Channels
出版日: 2015年07月23日 ページ情報: 英文 78 Pages
概要

当レポートは、デスクトップPC、モバイルデバイス、ソーシャルメディア、特製のメディアプレーヤー、またVODや認証型サインインサービス上に送出するデジタルビデオ広告のここ10年間にわたる売上高状況をフォーマット別、ならびにスポット長別に分析し、さらにデジタルビデオ広告インベントリーの値立てモデルとCPM (インプレッション単価)、新たなビデオ方式とフォーマット、またそれぞれの成長見通しについて詳細な分析を行い、加えて長期にわたる現役市場としての持続性や未だに残る市場成長阻害要因について検証を行っています。

第1章

  • インストリームおよびデジタル(全フォーマット)ビデオ広告の総売上予測額は2015年において103億米ドル
  • インストリーム広告全体で2015年における全支出額の46.1%を占める
  • フォーマット別に見たインストリームおよびデジタルビデオ広告売上高: 2003~2017年
  • インストリームおよびデジタルビデオメディアの支出額: 2003~2017年
  • インストリームビデオ支出額: デスクトップ/モバイル/タブレット - 2009~2017年
  • デジタルビデオ広告の課金額は持続的な成長の歴史をたどっている: 50.5%のCAGR (2003~2014年)
  • IPビデオの再生およびインストリーム広告の挿入頻度 - 2006~2014年
  • 業績の高いパブリッシャはリニアクロックを超えた収益化を行うとき、IPビデオ広告の発行量を増やし続ける
  • デジタルビデオ広告利用度およびメディア支出額概要: インストリームビデオへの支出額は2014年には全体で23.4%の向上。デスクトップPC以外については261.4%の向上
  • 国内のインバナービデオ広告のインプレッション数とメディア支出: 2003~2017年
  • インストリームおよびインバナービデオ: 両フォーマットともにビデオ広告の量的な拡大を促進
  • インストリームビデオ量の豊富さによりビデオ広告再生状況は偏ったものとなっている: 「フランケンシュタイン」ワークフロー要因
  • インストリーム・デジタルビデオフォーマットの価格変動: 2007~2014/2015年 対前年比

第2章

  • 2015~2017年のインストリームビデオ広告の全体像を研ぎ澄ます: リニア型放送テレビ広告送出量
  • デジタルビデオアドテックエコシステムの調整: ベンダーの位置取りおよびインベントリ・マネジメントの専門化 - 2015~2017年
  • IPインストリームビデオ量およびメディア支出額実績 - 2015~2017年: CAGRにて二桁の伸び
  • IPインストリームビデオのインベントリ予測は2015年においては2950億: 支出額は40億米ドル
  • インストリームビデオへの支出額は2017年までインベントリの増大を上回るペースで伸びる見込み
  • YouTubeのインストリーム広告の進化と成熟化: 2009~2015年
  • YouTubeはデスクトップPCではインストリーム挿入頻度が高く、スキップ可能なビデオ広告インベントリ量は少ない
  • ビデオインベントリおよび送出頻度分析 - 2014/2015年: YouTubeチャネルおよびインストリームビデオの収益化

第3章

  • インバナービデオは多くのビデオサイトとアドテック市場でサポートされている
  • 国内のインバナービデオ広告のインプレッション数とメディア支出: 2003~2017年

第4章

  • 予算の拡大によりパブリッシャやベンダーに取ってモバイルビデオ広告インベントリが実際的なビジネス機会となる
  • 2015年における世界全体の売上高の内、ビデオへの支出額は18%を占める見込み
  • モバイルメディア支出額: 2014年市場のマッピング: アドテック・ソリューション・プラットフォーム別支出額
  • モバイル広告の支出においては全てのメディアフォーマットを活用。特に高性能表示、リッチメディア、およびビデオを活用
  • Facebook広告表示および実績の高いパブリッシャのビデオインベントリにより、2014年にはインプレッション単価 (CPM)が2.35米ドルに上昇
  • インベントリのリアリティチェック: 二重のリクエストを含まないインプレッションリクエスト数は年間で11兆回に及ぶ
目次

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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