Digital Video Advertising 2011 - 2014
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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 |