The increasing usage of online protocol (IP) enabled devices has fueled video consumption that is massive and, in turn, driven the necessity for online video analytics (OVA) solutions globally. video publishers, advertisers and service providers have come towards the realization that OVA solutions are essential to techniques which are device-effective to monetize from targeted video solutions.
New analysis from Frost & Sullivan, Global on line Video Analytics marketplace, discovers that the marketplace attained profits of $189.4 million in 2014 and estimates this to go to $472.0 million by 2020.
Due to an immediate use of over-the-top services (OTT), supported by the proliferation of mobile phones and online movies has grown substantially. As a result, advertisers and publishers have begun to divert their resources to online stations, boosting the number of OVA solution providers.
“The interest in premium TV content on online networks has also increased as a result of the popularity of live worldwide events ” said Frost & Sullivan Digital Media business Manager Hiral Jasani. “This has highlighted the need to identify usage that is real-time and assess the effectiveness of online video and online video advertising by adopting advanced OVA solutions.”
However, having less standardization of dimension metrics made available from OVA platforms, along with the diversity of devices and video platforms, has resulted in confusion on the market and prevented these solutions from going conventional. As opposed to taking the threat of investing in third-party OVA solutions, the market was utilizing home-grown solutions.
The market became fragmented without any standardization in terms of measuring market engagement, viewership or quality of online video. As a resut, you will find only a few pure-play OVA solution providers globally.
“The OVA market will remain fragmented, as writers, advertisers and providers each attempt to get a grip on video distribution and claim control regarding the OVA functionality,” noted Jasani. “As Video begins to make up the majority of internet traffic , a few big information and Web analytics solutions providers may also take on these players, further increasing market fragmentation.”
Into the coming years, publishers will commonly adopt the marketing that is programmatic, providing an increase to bigger video ad inventories and driving the need for OVA solutions. OVA solution providers who is able to focus on this trend and writers which are enable offer viewership guarantees to advertisers will be successful.