Analysis for 'SpotXchange'
Monday, April 8, 2013, 10:30 AM ET|Posted by Will Richmond
Forrester has updated its forecast for the real-time bidding (RTB) segment of the online video advertising market, calling for a 71% increase in 2013 spending to $686M and another 66% increase in 2014 to $1.14 billion (see chart below). Forrester sees the increase in RTB spending accounting for 44% of the overall growth in online video advertising between 2012 and 2014. The forecast is part of a commissioned report for SpotXchange, available here.
Forrester points to 4 drivers of RTB's rapid growth: more diverse pricing mechanisms that will increase RTB's appeal, especially for premium publishers; greater acceptance of RTB for mid-flight optimization; media buyers' desire to compliment traditional reach and frequency campaigns with targeted, engagement-oriented RTB campaigns; and automated RTB buying (and programmatic in general) that will reduce friction in the complicated online video market.
Video Research Around the Web
- Cord-Cutting Got 75% Worse in Q1, Most Terrible Quarter Ever for Pay TV Multichannel News
- Many 4KTV Owners Don't Use Advanced Content Features Mediapost
- OTT Moves Beyond ‘Early Adopter’ Phase as 45-60 Set Becomes New Battleground Multichannel News
- Streamers Make More Shows But Cancel Sooner, Study Finds The Hollywood Reporter
- vMVPD Users Definitely Not Cord Nevers - Only 15% Previously Had No Pay TV Multichannel News
- Direct Video Ad Deals Soar Mediapost
- GroupM Predicts Streaming Will Have 'Gradual' Impact On TV Advertisers Mediapost
- YouTube is Responsible for 37% of All Mobile Internet Traffic Statista