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Digital Video Advertising 2011 - 2014

 

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TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1
  Digital Video Media Spend (Combining all Video-Related Executions Such as Overlays, Podcasting and Mobile) is Forecast at $5.6 Billion Market in 2011 1
  Digital Video Gross Media Spend: 2003 - 2014 1
  Digital Video Media Spend Rose by 89% in 2010; 41% Growth Forecast in 2011 2
  Pre Roll Inventory Spiked by Triple-Digits in 2010 as YouTube Began to Aggressively Incorporate and Monetize with the Format 3
  Mobile Video Media Spend Forecast to Grow at Triple-Digit Rates through 2012 4
GLOSSARY OF TERMS 6
SECTION ONE 10
  Introduction and Overview: Digital Video Inventory Growth, Transaction Transparency and Market Expansion 10
  Macro-Market Dynamics 10
  Digital Video Media Spend (When Combining all Video-Related Executions such as Overlays, Podcasting and Mobile) is Forecast at $5.6 Billion Market in 2011 11
  Digital Video Gross Media Spend: 2003 - 2014 12
  Digital Video Media Spend Rose by 89% in 2010; 41% Growth Forecast in 2011 13
  Broadcast Scale Inventory: the In-Page Video Format Continues to Capture the Largest Media Spend Share and Percentage of Digital Video Advertising 14
  Digital Video Advertising Media Spend: 2011 by Format 14
  In-Page and Pre Roll Video Media Spend Totals and Comparison: 2003 - 2014 15
  Pre Roll Inventory Notched Triple-Digit Growth in 2010 as YouTube Began to Aggressively Incorporate and Monetize with the Format 20
  In-Page and Pre Roll Video Inventory Growth: 2003 - 2014 20
  Mobile Video Media Spend Forecast to Grow at Triple-Digit Rates through2012 22
  Mobile Video Media Spend: 2009 - 2014 22
  In-Page, Pre Roll and Mobile Video Media Spend Totals and Comparison: 2003-2014 23
  Video Overlay Impressions Estimated at 62.9 Billion in 2011 26
  Video Overlay Impressions: 2008 – 2014 26
  Viral Video Campaigns Forecast to Generate $362 Million in Paid Media in 2011 29
  Viral/Paid Promotional Video Advertising Campaigns: 2008 - 2014 30
  Podcast Video Inventory Forecast at 4.4 Billion Units in 2011 31
  Podcasting Video Inventory and Gross Billings: 2007 - 2014 32
  Digital Video Media Spend: Continued Double-Digit Growth through 2014 33
  Digital Video Media Spend Growth by Platform and Format: 2003 - 2014 34
  In-Page and Pre Roll Video Account for 88.4% of Gross Media Spend in 2011 36
  Digital Video Spend Share Analysis: 2008 - 2012 36
  CPM Analysis by Format: Premium Pre Roll Steady in 2011 36
  CPMs: 2007- 2011 Comparison 37
  CPM Analysis: Pre Roll CPMs Trend Down When YouTube Inventory Included in Total Media Spend 39
  CPMs: 2007- 2011 Comparison 39
SECTION TWO 40
  In-Page Video Ad Impression Market Dynamics, Solution Provider Expertise and Campaign Engagement Focus 40
  In-Page Video Ad Serving Platforms Projected to Deliver Gross Media Spend of $3.3 Billion in 2011 41
  In-Page Video Impressions and Media Spend: 2003 – 2014 41
  In-Page Video Media Spend Forecast to Reach $5.9 Billion by 2014 43
  In-Page Video Ad Serving Platforms to Generate Net Revenue of $769 Million in 2011 45
  In-Page Video Ad Serving Platform Net Revenue: 2007 - 2014 45
  In-Page Video Ad Serving Platforms and Services: Gross Media Spend 47
  In-Page Video Advertising Platforms: Impressions Delivered 2008 - 2010 48
  In-Page Video Solutions and Platforms: Business Models 49
  In-Page/Multi-Screen Video Ad Serving Platforms and Services: Net Revenue Analysis 50
  Q & A’s 51
    Eyewonder 51
    Freewheel 56
    Limelight Mobility and Monetization Platform 61
    Mediamind Technologies 65
    Pointroll 71
SECTION THREE 76
  Pre Roll Video Advertising Market Primer: Dramatic Inventory Growth in 2010 – 2014 combined with More Monetization Options to Clear It 76
  Market Trends: More Video Inventory is Accessible, and More Monetization Options are Effectively Clearing Media 78
  Pre-Roll Media as a Monetization Format Online Continues to Blossom: Spend Increased by 85.9% in 2010; 45% Upswing Forecast for 2011 79
  Pre-Roll Inventory and Media Spend: 2003 – 2014 80
  Pre-Roll Video Advertising Inventory Forecast at 165.5 Billion Units in 2011, Including Social Media Environments and YouTube 80
  Pre-Roll Inventory and Media Spend Growth Comparison 85
  Less Inventory Allocation Balanced Against Advertiser Desire for Greater Impression Dwell Time: Lower Pre Roll Insertion Frequency Seen in 2011; Longer Spot Length 87
  Pre Roll Inventory Insertion Ratios 87
  Pre Roll Insertion Frequency Comparable Was 2.2 in 2010 when Including YouTube Inventory 88
  Pre Roll Inventory Insertion Ratios 88
  Pre Roll Media Spend: In-House vs. Ad Networks, Exchanges 90
  CPMs 2011: Holding Steady for Premium Pre Roll; Increasing for Custom Search Inventory; Slight Dip Across all Pre Roll Inventory 92
  CPM Analysis by Format: Premium Pre Roll Steady in 2011 92
  CPMs: 2007- 2011 Comparison 92
  CPM Analysis: Pre Roll CPMs Trend Down When YouTube Inventory Included in Total Media Spend 94
  CPMs: 2007- 2011 Comparison 94
  Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2011 (Full-Year Estimates) 95
  Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2010 99
  Q & A’s 103
    AudienceScience 103
    Blinkx 109
    Brightroll 113
    Collective 118
    Rocket Fuel 123
    Spotxchange 128
    Tidaltv 133
    Tremor Video 138
    Tubemogul 144
    Turnhere.com 149
    Vidsense 154
    Visible Measures 160
    Yume Inc. 165
SECTION FOUR 171
  Global Mobile Video Gross Media Spend Forecast at $268 Million in 2011; a Triple- Digit Surge Over 2010 171
  U.S./North America Contributes 60% of the Global Total 171
  Gross Mobile Video Media Spend: 2009 - 2011 171
  U.S. Mobile Video Media Spend Forecast at $160 Million in 2011 (Mobile Ad Networks Only) 173
  Mobile Video Media Spend: 2009 - 2014 173
  Total Billed Inventory Reached 42.1 Billion Impressions in 2010; U.S. Market Claims 54.7% of Mobile Video Gross Media Spend 176
  Mobile Video Advertising Network Billed Impressions Delivered by Geographic Region: 2010 177
  Mobile Video Paid Impressions by Geography: 2010 179
  ECPM Sample Pricing Conversion Grid 180
  Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011 181
  Total Filled Impressions and Total Filled Video Impressions Comparison: 2009-2011 181
  Mobile Video Filled Impressions at 11.6% of Total Impressions Running on Networks, Platforms and Inside Exchanges that Support Video 182
  Total Filled Mobile Impressions and Video Impression Comparison: 2009 - 2011 182
  ECPM Analysis: Mobile Video Spend and Impressions Filled 2009 - 2011 183
  Mobile Video Gross Media Spend Estimated at 14.8% of Total Mobile Gross Media Spend in 2011 183
  Global Mobile Advertising Network Revenue and Gross Media Spend: 2009 - 2013 185
  Mobile Video Ad Networks Forecast to Claim 67.8% of Video Gross Media Spend in 2011 187
  Gross Media Spend by Mobile Video Market Position: Ad Networks vs. Platforms/Exchanges 187
  Mobile Video Advertising Network Revenue and Gross Media Spend: 2009 – 2013 189
  Mobile Video Exchange/Platform Revenue and Gross Media Spend: 2009 – 2013 190
  Mobile Video Advertising Networks, Platforms and Exchanges are Forecast to Earn $442 Million in Net Revenue in 2011 192
  Mobile Video Advertising Network Revenue and Gross Media Spend: all Formats 2009 - 2013 192
  Q & A’s 193
    Adfonic 193
    Aditic (A Division of Sofialys) 198
    Admarvel (A Unit of Opera Software) 203
    Amobee 209
    Greystripe 214
    Millennial Media 218
    Mobclix, a Velti Company 223
    Mobile Theory 227
    Rhythm Newmedia 232
    Smaato 237
    Zestadz 241

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