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Analysis of the World Online Video Advertising Platforms Market
Frost & Sullivan, Oct 2011, Pages: 138
This study covers the state of the world online video advertising platforms market, examining the drivers and restraints for growth and pricing and technology, demand, and geographical trends. It includes a discussion on the following: online ad spending, online video ad spending, and online video advertising platforms. Market growth by region—North America, Latin America, EMEA, and Asia Pacific—is forecasted. In addition, an in-depth analysis of the competitive situation, including vendors' market shares in the online video advertising platforms market, is provided, along with profiles of the key vendors in the industry. The base year is 2010, with forecasts running through 2016.
Market Overview
Online video advertising is one of the fastest-growing media opportunities at present. Increasing end-user adoption of high-speed broadband and subsequent shifts in Internet video content consumption habits contribute to driving this growth. Despite the surge in interest in online video from both consumers and advertisers, there are still many aspects of online video advertising that are disorganized, making the development of standards and best practices for the medium essential.
The ecosystem for video advertising can be complex; it contains various entities, all of which play a different but vital role in the development, production, and distribution of the same. These include Web sites and portals, ad agencies, networks, measurement, auditing, research firms, ad serving technology and service vendors, video technology providers, and more.
Frost & Sullivan defines an Online Video Ad Platform as a software system used by an ad network, publisher or advertiser to serve, track results, and optimize video ads. Online video ad platforms are also referred to as online video ad server vendors in this research. Other relevant terms to this research are as follows:Linear Video Ads: An ad that is experienced in-stream, which is presented before, between, or after the video content is consumed by the user. One of the key characteristics of linear video ads is that they take over the full view of the video.
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