In-stream and digital video advertising momentum rolled forward 52.1% in 2012 to $7.6 billion, capping off a nine-year CAGR run of 62.5%, with more growth ahead, concludes this data rich inventory and spend report. Presented is a systematic, data-driven study of this flourishing market sector by format and platform.
The ecosystem's twin pillars, in-stream and in-page formats, own a combined 86.7% share of the sold market. Third-party video ad networks cleared a 21.4% piece of the $2.5 billion in-stream total.
Research data explains notable adjustments being made to available in-stream inventory (pre/mid/post-roll), and corresponding media spend specifically, by site, network, channel and service.
Expansion of mid/post-roll inventory supporting premium broadcast network properties, cable channel sites, allocated inside Hulu and YouTube (the latter seen across all themed and partner channel content) has been pronounced.
As a result, in-stream insertion frequencies have increased over the past year, and now stand at 1-to-1.04 (or 1-to-2.72 when including YouTube), up from 1-to-1.6 in 2011.