Video advertising more lucrative than display ads

Video advertising units are far more valuable to publishers than premium display ads, which fetched an average of US$10.87 CPM in January 2014, according to eMarketer.

For premium publishers’ sites, such as established newspaper and magazine companies, the average premium video advertising cost was three times that of premium display ads, or US$31.20 CPM. Advertising agency buyers use analytics and standardised metrics to determine the size of audiences they are buying. To accurately relay the true audience for a magazine’s print, online, tablet, mobile, and video audiences, analytics companies and media associations have joined forces to create cross-media analytics.