With Digital Video and Mobile Video Audience projected to increase, Brand Advertisers can benefit from Online Video buying with Real-time Bidding.
According to eMarketer the Online Video Ad Spend is at USD 4.14 billion likely to reach USD 7 billion by 2015. Forrester expects spending on all online video advertising to hit nearly $3.6 billion in 2013, increasing to $4.6 billion in 2014. Between 2011 and 2017, online video ad revenue across PC and mobile platforms will experience a 26% compound annual growth rate (CAGR), faster than any other digital medium like mobile or social.
In contrast, the US display ad business is growing slower, with static image revenues expected to decline overall and rich media placements only growing by 16%. Brand marketers are attracted by the opportunity to provide richer advertising experiences using online video, particularly as buying based on targeted audiences and other placement attributes gains greater traction in this more visual and engaging format.
Interactive Online Video Advertising has a positive effect on Brand Metrics right from increasing awareness to Brand Favoribilty.
As online video has grown, RTB inventory and revenue have grown faster than the overall video market as a buying mechanism for acquiring inventory. Between 2011 and 2014, RTB video spend will grow at a blistering pace of a 57% CAGR. Spend using this mechanism is forecast to reach $686 million in 2013 and cross the billion dollar threshold in 2014, when spend will reach $1.14 billion. RTB also outpaces growth of overall video when it comes to impressions, with a 61% CAGR.