Report: Online Video Ad Rates Fell 25 Percent In Q4

january 16, 2009  11:13 am
Average pre-roll ad rates for online video in the fourth quarter dropped 25 percent from the year-earlier period and 12.5 percent from the prior quarter, according to a report from ad network BrightRoll. But the report notes that the drop in prices isn't all bad. "Fundamentally, online video ad inventory has been (and continues to be) overpriced," the report says. "There has been significant pressure (and success) in pushing online video CPMs to converge with rates paid on television. We believe this is good for the category, as it will bring significantly more total dollars into the medium."