The economy is rocky and heading into uncharted waters in 2012, but digital media sellers are bullish that they will maintain rates on their video advertising and even see an increase.
Digiday partnered with SellerCrowd, a community site with over 2,000 digital media sales professionals from 750 companies, to pose the question: What is the outlook for video CPMs in 2012. Out of 154 responses from sellers with 126 companies, including portals, networks and vertical sites, 40 percent said video CPMs would rise. Another 30 percent said rates would hold steady. About 30 percent saw declines coming.
The caveat to those results is the eternal optimism that is a hallmark of just about any person in sales. But it’s indicative of the enthusiasm publishers feel toward video, which has yet to see the kind of commoditization endemic to display advertising. The sector is buoyed by a still bubbly overall online ad market, which returned a surprisingly healthy 22 percent growth rate in the third quarter, according to new figures from the Interactive Advertising Bureau.
According to eMarketer, Web video ad sales are set to rise 43 percent in 2012 to top $3 billion. It is an open question whether seller bullishness will hinder that growth, seeing that a Brightroll survey of ad buyers this year found the top limiting factor to online video ad growt is the high price of video ads.
More in Media
UBS, New York Times Advertising, Uber Advertising and The Wall Street Journal are Digiday Media Awards Europe finalists
This year, the organizations modernizing European media are pioneering interactive formats that drive engagement and impact, while premium contexts build trust and authority. Digiday Media Awards Europe finalists are also pairing innovation with sustainability, thoughtful design and seamless omnichannel storytelling to enhance user experience across touchpoints. In the Best Use of Interactive Content category, UBS […]
The top AI platforms for publishers, ranked
Digiday’s Jessica Davies and Sara Guaglione joined the Digiday Podcast to handicap the more than a half-dozen AI platforms, from Amazon to OpenAI, that have begun doing business with publishers.
Not all creators are the same: How the creator economy breaks down by business model
Breaking down the creator economy by business model, from audience-owned media companies to micro creators with a niche.