TechNavio's analysts forecast the Online Video Real-time Bidding Spend in the US to grow at a CAGR of 55.05 percent over the period 2012-2016. One of the key factors contributing to this market growth is the high growth in the online video audience in the US. The Online Video Real-time Bidding Spend in the US has also been witnessing the high demand for standardization. However, the difficulty in measuring the success of online video marketing could pose a challenge to the growth of this market.
The key vendors dominating this market space are SpotXchange Inc., TubeMogul Inc., Turn Inc., and LiveRail Inc.
The other vendors mentioned in the report are Adap.TV Inc. and BrightRoll Inc.
Commenting on the report, an analyst from TechNavio's Enterprise Computing team said: ''Several leading vendors in Online Video Real-time Bidding (RTB) Spend in the US, including SpotXchange, Turn, and TubeMogul, are designing standard protocols to govern the market. Currently, the market is witnessing a high demand for standardization from media buyers as well as from the video publishers. The international advertising bureau is the leading body in devising rules and regulations. There is a demand for the standard rules for providing clear audience- and impression-based information to bidders before the bidding process starts. In addition, standards regarding the categorization of below-the-fold and above-the-fold ad placements are required. Furthermore, there are several definitions in the market which are misnomers to the definitions of other marketers; standard definitions will help in reducing the chaos and uncertainty in the market.''
According to the report, one of the major drivers is the high growth in the online video audience in the US. There are an increasing number of people that are streaming and watching online videos in the US. This has in turn provided brand marketers the opportunity of competing against each other and targeting a larger set of audiences through a bidding process.
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