Digital pre-roll and in-stream video inventory is expanding at a 20.3% rate in 2013, while corresponding media spend is expected to increase 37.8% over the calendar year. This reportÕs analytics attributes increased video spend to higher sellout rates sector-wide--even as insertion frequencies rise--to marketers who are buying scale, including campaigns against YouTubeÕs expansive library and inside social networking environments strengthened by greater inventory transparency.
Video spend outpacing avail growth is fueled by predictive campaign analytics, deployment of performance-based inventory, syndication platforms, sophisticated audience targeting capabilities utilizing integrated viewer behavioral data and better visibility into aggregated mid/long-tail inventory effected through supply side clearing mechanisms.
Media spend against digital pre-roll is presently forecast to bring a market worth $3 billion in 2013, including the mobile platform. Video ad networks are figured to contribute an additional 18.8% of top of spend booked through in-house sales initiatives.
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