Online Video, Mobile Video Bright Spots In Media Forecast; Video CPMs Rise

by , Aug 16, 2012, 11:27 AM
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The whole enchilada of ad-supported media is growing less than expected this year, but online video and mobile video are a few bright spots. That’s among the conclusions in a revised forecast from Pivotal Research that pegs ad-supported media growth overall in 2012 at about 1% above last year, due in part to a weaker-than-expected national TV market, Pivotal Research analyst Brian Wieser said in his report. However, video remains a growth area despite the market sluggishness.

“Overall display advertising continues to decline by high single digit rates annually. This is partially offset by growth in mobile (which we believe to be nearly doubling year-over-year) and online video (growing in excess of 20% year-over-year in recent quarter),” the report said.

More good news for online video came from video ad-buying platform TubeMogul. The company said video CPMs have been growing at a 2.5% clip each month this year in a just-released report analyzing views across its platform. In July, CPMs hit $10.19 for top publishers, such as broadcasters, newspapers and music videos on YouTube. Ironically, video viewership is highest on weekends when ad prices are lowest. Weekends comprise about 30% of the views, but only command CPMs of $8.67, TubeMogul said.

TubeMogul also found that bigger video players are logging video completion rates around 96%, whereas smaller players are hitting the 80% range. That’s similar to findings from ad network Tremor Video, which recently reported that engagement rates nearly double in larger video players. 

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