DUBLIN–(BUSINESS WIRE)–Research and Markets has announced the addition of the « In-Stream
Video Advertising 2016-2018: Device Proliferation, Inventory Diversity
and Continuing Appeal of the Desktop » report to their offering.

Seaside, CA Brands, marketers, agencies, rights holders and adtech
platforms-(the demand side), have all clamored for more premium
in-stream video inventory (supply side), or greater access to existing
supply, though in 2016 the market is still defined by scarcity despite a
proliferating device base.

In today’s fragmented device universe marketers are buying what they
know and what works: pre-roll formats on the desktop. There is buying
momentum behind mobile/tablet/VOD inventory demand effectively moving
the budgetary needle but not uniform across all devices.

The total market is forecast at $4.7 billion in 2016, and expected to
increase at a moderate single digit rate through 2018; in-stream spend
also remains constrained by measured demand (i.e. undersold inventory on
emerging platforms).

While we estimate in-stream video inventory across all platforms/devices
increased by 28.4% in 2015, spend actually declined by -5.6% due to
higher levels of unsold/undersold inventory (i.e. mobile/tablet VOD)
which contributed to lower average blended CPMs as more non desktop
inventories flowed into publisher channels or private/public exchanges.

Insertion frequencies, on average, across all sites, networks and
channels, increased in 2015 to 2.17, up 12% over 2014. Even so, after
two years’ worth of lackluster or even negative in-stream ad spending
growth we expect the market to snap back to double-digit growth in 2016
with inventory increasing by 6% and spend by 42.6% as CPMs equalize and
emerging platform inventory is more routinely fitted into media
planners’ digital video budgets.

Companies Mentioned:

• ABC
• AOL
• CBS Television
• Espn
• Hulu
• NBC
• Youtube

For more information about this report visit http://www.researchandmarkets.com/research/jxbrpg/instream_video