Online video media spend totaled $2.1 billion in 2008, up 36 percent over 2007, and is forecast to continue double-digit increases through 2010 at a moderating rate, according to a report from AccuStream iMedia Research.
The report, “Online Video Media Spend: 2003-2010,” calculates multiple ad sales components corresponding to annual growth 2003-2010 by avail unit: pre-roll, In-banner video, overlays, in-game, podcast, player display and skins.
Pre-roll inventory rose 12.6 percent in 2008 to 18.75 billion total avails, following a 16.8 percent increase in 2007.
AccuStream says significant changes are happening with pre-roll inventory. Insertion frequency for onsite experiences was capped at 1.5 (content views per avail) on average in 2008, down 13.7 percent from 2007.
It is also predicting 27 percent growth in pre-roll inventory in 2009 and 2010 due to offsite exploitation via syndication and indexing engines that find, categorize, store, package and distribute enhanced professional and semi-professional video.
In-banner video impressions grew by 65 percent in 2008, and accounted for $1.5 billion in gross media spend. Video buys made through rep firms totaled $90 million in 2008. Overlay executions related to video added $37. 6 million.
“RFP velocity remained strong throughout 4th Quarter 2008, and while there are patches of caution, 1st Quarter 2009 closings are performing well,” commented research director Paul A. Palumbo.
“Video spend that followed audiences in 2008 are flowing to people, measurability, allocation efficiency and accountability in ’09. Digital appears positioned to grow through the current economic cycle by attracting more ROI buyers.”
