BI Intelligence
YouTube, Facebook, Instagram, Twitch, BuzzFeed, and Snapchat videos are increasingly keeping audiences glued to their small screens, opening up new greenfield opportunities in
In this all-new in-depth research from BI Intelligence, we find that US digital-video advertising revenue from PC- and mobile-based video ads will top nearly $5 billion this year, and grow at a five-year compound annual growth rate (CAGR) of 21.9%. Total revenue will reach $13.3 billion by year-end 2020, according to BI Intelligence estimates based on historical data from the Interactive Advertising Bureau (IAB).
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Here are some of the key takeaways:
- Video is quickly replacing static display advertising on desktop. Video will account for 41% of total desktop display-related spending in 2020, up from a 26% share this year.
- Video ads perform better than standard display ad units. In-stream video ads, including ads that play at the start, during, and after video content, yielded click-through rates (CTRs) that were 18x higher than HTML5 banner ad units in February 2015, according to Google's Rich Media Gallery.
- Video's premium status within digital is reflected in the format's high prices. Video ads tend to cost significantly more (e.g., 2x or 3x) than non-video ad units on premium publishers like Vice and Instagram.
- Facebook, Instagram, and Twitter have all introduced new digital-video ad products. Social video offers several major advantages from an advertiser perspective, including huge built-in mobile audiences, advanced targeting, and native-style ad units.
- But despite their high prices and strong results, video ads create a special set of challenges around viewability.
The report is full of charts, data, and case studies that can easily be downloaded and put to use.
In full, the report:
- Forecasts programmatic and digital video spending on desktop and mobile through 2020.
- Analyzes recent video-ad price and performance trends.
- Outlines new video-ad products from social networks like Facebook, Twitter, and Instagram.
- Explores the unique hurdles that video-ads face for viewability.
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