video

Flight to quality takes hold in end-of-year video ad spending, pushing up prices

Video CPMs are up 5–8% YoY as advertisers shift focus to quality.

Brand video spend according to Standard Media Index (2016 vs. 2017):
1) Roku — ↑ 154%
2) Snapchat — ↑ 50%
3) Hulu — ↑ 19%
4) YouTube — ↓ 9%

Our thinking. Brands shifting away from buying the cheapest ad is smart. An ad that is never viewed or viewed by the wrong person has little/no impact on the bottom line (sales, votes, etc.).

More:
1)
YouTube is jacking up ad prices after a string of brand-safety issues

YouTube is telling brands to expect 20%+ increases in video CPM prices for it’s most premium content.

2) Facebook to Lift Longtime Ban on Pre-Roll Ads

3) 2017 was the year digital ad spending finally beat TV

Global ad spend in 2017:
1) TV — $178b
2) Digital — $209b

Remember. The numbers above include all digital ads (search, display, etc.). TV still accounts for 85% of video ad spend.

READ NEXT

Want the latest insights from around the video advertising industry?
Subscribe to our State of the Screens Newsletter.

logo

Thank you

We have received your message and will be in touch shortly.

logo

Contact Us