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.
Dentsu’s latest ad report shows slowed growth, driven mostly by inflation
The good news in Dentsu's ad forecast is that there's still growth. The bad news: most of the growth is the result of inflation, while real ad pricing actually dropped a bit.
How chef influencer Tue Nguyen works with the BuzzFeed Creator Network
BuzzFeed's Creator Network has been valuable from an audience and production education standpoint, but Nguyen still drives most of her business on her own.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
SponsoredHow agencies’ relationships with RMNs are continuing to evolve in 2023
Sponsored by Best Buy Ads As retail media networks proliferate, agencies are increasingly identifying RMNs as valuable opportunities for their brand clients as they seek quality audience data, meaningful reporting and insights, and authentic and engaging ad formats and creative. However, there are many options for them to work through as they select RMN partners. […]
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.