Join us on July 30 in NYC for a breakfast & panel
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
Why a once-anonymous creator unmasked herself to build a bigger media brand
Kristi Cook used to YouTube anonymously. Once she revealed her face, her account became wildly popular.
Creators are crashing through Hollywood, but there’s a ceiling
Hollywood is tapping creators for hit horror films, unique IP, and cameos, but there are limits to their star power in its current state.
Media Briefing: AI visibility is becoming publishers’ newest currency
Publishers are embracing AI visibility as the next must-have metric, using their prominence in AI answer engines to attract advertisers.