Mobile Video Ads are the Primary Growth Engine; Dynamic Ad Insertion is the Future
Online video advertising spend continues to grow rapidly as it is positioned as the ideal medium for advertisers and brand marketers, combining the power and engagement of TV ads with the targeting, tracking, and interactivity of online advertising. Changing audience media consumption habits have prompted media and content owners to increasingly shift programming online, especially through the mobile channel, which is the fastest-growing advertising medium.
Dynamic ad insertion (also known as server-side ad insertion)-powered by the cloud-is the way forward for online video advertising as it meets the stringent monetization and user experience demands for live/linear and video on demand (VOD) content. Challenges stem from factors such as rising ad fraud and ad blocking, brand safety concerns, lack of mobile-focused ad creatives, security and data privacy concerns, scalability, and potential regulatory roadblocks.
Research Scope
- Market trends
- Drivers and restraints
- Technical trends
- Regional breakouts (North America and Latin America (NALA); Europe, Middle East, and Africa (EMEA); and APAC)
- Analysis of global online video advertising market measurements for 2017
- Competitive landscape and market share discussions for the base year (2017) for leading market participants
The base year used in this research is 2017, and revenue forecasts as well as discussion of major drivers and restraints for the online video advertising market are provided for the 2016–2023 period.
Geographical Segmentation: The global market has been segmented into North America, Latin America (NALA), Asia-Pacific (APAC), and Europe, the Middle East, and Africa (EMEA).
Key Issues Addressed
- Will the market continue to grow at its current rapid rate? Will growth slow down as the industry matures over the long term?
- Where does online video ad technology stand today? What are the primary challenges faced by vendors in this market? What are the drivers and restraints for growth in this market?
- How are the existing competitors for Dynamic Ad Insertion (or SSAI) structured? Are there too many competitors at present? Are they well-positioned to meet customer needs-current and future?
- Will there be further consolidation over the next four to five years? Is the market attractive for mergers and acquisitions?
- What are the major verticals under consideration? What are the revenues contributed by each category (retail, finance, telecom, consumer electronics, automotive, hospitality, and so on)?
- What are the revenue breakups by geographical region (North America, EMEA, Asia-Pacific, Latin America)? Which are the fastest-growing regions?
