Mobile, OTT explosion drive demand for monetisation tech | Ad Tech | News | Rapid TV News
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Research from Frost & Sullivan has revealed that the explosion of OTT and UG video content in the current multiscreen environment is creating strong demand for monetisation technologies among both content owners and advertisers.

FanS ad monetisation 29Jan2019The F& S report, Global Online Video Advertising Market, Forecast to 2023, calculates that the targetability, personalisation capabilities and interactivity offered by online video advertising solutions will drive the $30 billion market toward $120 billion by 2023.

The study also notes that the rapidly expanding viewer pool of live/linear and video-on-demand (VOD) content such as sports and special events has spawned a large market for seamless ad delivery, with elements such as dynamic ad insertion (DAI), that is consistent across devices and platforms. It also says that cloud-powered server-side ad insertion (SSAI) will emerge the dominant technology as it meets stringent monetisation and user experience demands.

“By the end of the forecast period, video ads are forecast to account for more than 20% of all digital ad spending,” said Aravindh Vanchesan, digital transformation industry analyst at Frost & Sullivan and author of Global Online Video Advertising Market, Forecast to 2023.

“Mobile video ad spending, in particular, will account for 75% of digital video ad spend as advertisers, media companies, and publishers follow audiences away from traditional TV and desktop. While ad insertion technologies are finding high uptake among advertisers, ad blockers also are becoming common on both desktop and mobile platforms. This is resulting in lower completion rates and lost revenue opportunities...Besides, as the competition continues to intensify, there will be a need to prioritise market education and awareness initiatives to communicate vendors’ competitive strengths in capabilities.”