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Online Publishers in BrightRoll Study Weigh in on Digital Video AdvertisingSecond Annual Survey Reveals Publishers Are Optimistic on Category Revenue; Gradually Adopting Mobile and Ad Exchanges (October 26, 2011)
SAN FRANCISCO, CA -- (Marketwire) -- 10/26/11 -- BrightRoll, the leading provider of digital video advertising services, today announced the results of the 2011 BrightRoll Publisher Report. The second annual survey, taken by leading U.S. online publishers, provides insight into key trends and attitudes toward digital video advertising. This year's study revealed that while publishers are growing increasingly accustomed to working with ad networks and see high potential for revenue growth, there are still some critical industry challenges that need to be addressed.
Along with the annual BrightRoll Video Advertising Report, based on a survey of leading agency executives and media buyers, the 2011 BrightRoll Publisher Report was designed to share insights from U.S. publishers and industry stakeholders to help grow the digital video advertising space. In conjunction, forthcoming research in the Canadian and U.K. markets will aim to support the global advancement of the industry.
The results of this year's study emphasize the growing impact of ad networks, revealing nearly three-quarters of publishers sell 20 percent or more of their available ad space through networks and nearly 50 percent work with five or more networks to monetize inventory.
Although there is an increased adoption of both VAST (Digital Video Ad Serving Template) and VPAID (Digital Video Player-Ad Interface Definitions) initiatives, standardization still remains an important aspect in the industry. When publishers were asked what factors they see as barriers to growth, 42 percent cited standardization, and 39 percent cited interruption to user experience. In the mobile video advertising category, publishers identified technical integration difficulties (47 percent), standardization (43 percent) and lack of advertisers (37 percent) as barriers to expansion of this increasingly influential medium.
Key insights from the 2011 survey include:
- Publishers cited the ability to increase overall revenue (55 percent), increase fill rate (21 percent) and ability to sell off remnant inventory (16 percent) as the top reasons they work with ad networks.
- Nearly two-thirds of respondents expect at least a 15 percent increase in CPMs in the fourth quarter of 2011.
- The majority of publishers think that shorter ads perform better, with 67 percent of respondents saying that :15 second ads are superior, while 27 percent chose :30 second ads.
"Driving innovation in the digital video advertising industry is a priority for BrightRoll, and our annual surveys are one of the tools we use to identify where the potential for growth lies," said BrightRoll CEO Tod Sacerdoti. "Publishers are key to our business, and we're committed to working with them to ensure that everyone in the industry benefits as digital video continues to gain influence and adoption among advertisers."
With more than 150 million monthly unique viewers worldwide, BrightRoll is the world's largest and most trusted video ad network and the leading provider of digital video advertising services. The BrightRoll Network has access to billions of video impressions per month enabling advertisers to execute smart digital video campaigns across a massive pool of web and mobile video inventory. BrightRoll's proprietary buying technology, combined with its full site disclosure, detailed performance reports and flexible targeting provide brands and agencies with the reach, frequency and scalability needed to achieve their campaign goals. BrightRoll is a privately held, venture-backed company headquartered in San Francisco, California. For more information visit www.brightroll.com or read more on the BrightRoll blog.
Lindsey Scott or Jason Throckmorton
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