BII
Online video ads are getting three times more clicks on average than other digital ad formats, including mobile, display, and rich media ads. (See chart, above.)
That performance is attracting advertisers to digital video, and helps to explain why it is growing faster than most other ad formats.
new report from BI Intelligence we explore the key drivers of the skyrocketing growth of video ads>$4, examine the cost and performance of the emerging digital ad format, and look at the major players that are shaping the industry.
Here are some of the key trends we explore in the report:
- Video ad revenue will increase at a three-year compound annual growth rate (CAGR) of 19.5% through 2016, according to our estimates.
- That's faster than any other medium other than mobile. And much faster than traditional online display
advertising , which will only grow at a 3% annual rate. - $4, while TV ad revenue will decline by nearly 3% per year during the same time period.
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- Online video ads are significantly more expensive than other formats, but prices are steadily declining as more publishers rush into video, and placements open up.
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- Viewability, the question of whether video ads are actually seen by multitasking online viewers, has emerged as an issue, but $4
- $4, but companies like BrightLine are experimenting with formats to grow this new niche market.
- The growth of mobile and digital video advertising has been paralleled by fundamental changes in the online advertising industry - programmatic advertising>$4, which we covered in a recent report, has begun to reshape the entire digital ad market, including video.
- Newly launched video ad platforms have been among the companies to adopt $4, including real-time bidding, ad exchanges, and advanced analytics.
BII
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In full, the report: