YouTube Pre-Roll Ads Get Double-Digit CPMs; Homepage Banner Gets $200K To $300K Per Day
Besides the the pre roll and the homepage banner, which are new data points, everything else sounds in line with what we already knew:
YouTube is having more success this year selling premium ad inventory. In addition, since YouTube drives most of the video viewing online (about 40%, according to comScore) it is helping the entire category meet aggressive near-term analyst forecasts. Specifically:
* Run-of-network pre-roll inventory is generating $10 to $15 CPMs.
* Overlays are around $8 to $10 CPMs.
* In addition, the company is receiving CPMs of between $5 and $6 on its homepage leaderboard banner ad with daily buys that can range from $200K to $300K.
It’s very difficult to estimate the sell-out rate for YouTube’s inventory since this information is tightly held and the amount of inventory significantly increases each month as the audience grows. However, we estimate the company is selling ads against anywhere from 30% to 40% of its most popular videos. We expect this sell-out rate to increase throughout the year, driving revenue growth at the company and the overall online video category.