Oyster Bay, New York - 14 May 2019
Despite ongoing consolidation in the ad tech market, overall growth continues as digital advertising spends increase and companies better utilize collected data. Updated standards such a VAST 4.1 and new initiatives are adding cohesion and interoperability, but adoption is expected to be relatively gradual. In total, the video ad tech space will reach close to US$6 billion by 2023, up from just under US$1.7 billion in 2018, according to ABI Research, a market-foresight advisory firm providing strategic guidance on the most compelling transformative technologies.
“Mobile video often garners a significant amount of attention, particularly attention devoted to 5G but connected TV viewing is growing at a faster rate and could reach parity in the coming years. Advertising, though, remains relatively siloed and as more ad spend moves to digital, the value in cross channel management and tracking will grow in kind – particularly when it includes traditional TV services, which remain the primary source of video viewing for a large number of households,” commented Michael Inouye, Principal Analyst at ABI Research.
Many companies like Comscore, Comcast/FreeWheel, clpyd, Imagine Communications, and Taptica are starting to, or will, address these cross-channel challenges, but this type of campaign ad management is expected to develop over time. Opportunities on the longer-term horizon such as location-based tracking and augmented reality, are not yet targets for most companies – many citing privacy concerns or lack of consumer traction.
“We’re hearing more and more that companies want to avoid the data lake and in turn are pushing to make the data actionable. Despite the attention devoted to privacy, the volume of data will continue to grow, particularly as elements of the IoT and 5G are added to the mix. Video will also reach new screens and be viewed in more places, all of which will increase the value for ad technologies.”
These findings are from ABI Research’s Advertising Technologies in Video Services application analysis report. This report is part of the company’s Video and Cloud Services research service, which includes research, data, and Executive Foresights. Based on extensive primary interviews, Application Analysis reports present in-depth analysis on key market trends and factors for a specific application, which could focus on an individual market or geography.
About ABI Research
ABI Research provides strategic guidance for visionaries needing market foresight on the most compelling transformative technologies, which reshape workforces, identify holes in a market, create new business models and drive new revenue streams. ABI’s own research visionaries take stances early on those technologies, publishing groundbreaking studies often years ahead of other technology advisory firms. ABI analysts deliver their conclusions and recommendations in easily and quickly absorbed formats to ensure proper context. Our analysts strategically guide visionaries to take action now and inspire their business to realize a bigger picture. For more information about subscribing to ABI’s Research Services as well as Industrial and Custom Solutions, visionaries can contact us at +1.516.624.2500 in the Americas, +44.203.326.0140 in Europe, +65.6592.0290 in Asia-Pacific or visit www.abiresearch.com.
About ABI Research
ABI Research provides strategic guidance to visionaries, delivering actionable intelligence on the transformative technologies that are dramatically reshaping industries, economies, and workforces across the world. ABI Research's global team of analysts publish groundbreaking studies often years ahead of other technology advisory firms, empowering our clients to stay ahead of their markets and their competitors.
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