Small Player and In-Banner Video Rates

SMALL PLAYER SIZE RATE CAPTURES IMPRESSIONS ON VIDEO PLAYERS <400X300 WXH IN PIXELS.

IN-BANNER VIDEO RATE CAPTURES IMPRESSIONS ON VIDEO PLAYERS 300X250 WXH IN PIXELS.

-4.9%

Quarter / Quarter

Q3 2017 / Q4 2017

+25.6%

Year / Year

Q4 2016 / Q4 2017

-18.7%

Quarter / Quarter

Q3 2017 / Q4 2017

-7.1%

Year / Year

Q4 2016 / Q4 2017

Small Player Rate (< 400x300px) by Media Type*

Media aggregator sites have always led premium sites in small video player rates, but the difference between the two shifted considerably in 2017. The year ended with rates being 3% higher on premium sites than aggregators, which is likely due to the use of small players in mobile ads. Upcoming 2018 metrics will put this in perspective as we know that individual quarters can point to unexplained spikes or dips.

*Overall break down of video impressions: 66% premium media vendors; 34% media aggregators

In-Banner Video Rate (300x250px) by Media Type*

While the in-banner video rate remained quite steady in 2017, in the single digits for premium media vendors and hovering around 18% for aggregators, in-banner player rates have been steadily declining over the last two years. This format was used a lot when there was not enough video inventory to meet the demand, but with the growth in video content and the video ad inventory that accompanies it, in-banner video is likely on its way out.

*Overall break down of video impressions: 66% premium media vendors; 34% media aggregators