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Pre-Roll Video 2010 - 2012: Inventory Growth and Media Spend

 

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TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1
  Online Pre Roll Video Advertising Macro Market Dynamics: Inventory Growth Outpacing Media Spend 1
    Pre-Roll Video Inventory: 2003 - 2012 2
    Television Content (Short and Long-Form) Accounted for 36.6% of Pre-Roll Media Spend in 2009. 2
  Large Cross-Platform Television and Internet Brands Capture Pre Roll Media Spend Share 3
    UGV and Pro Video Growth Rate Comparison 2006 - 2009 4
    Pre Roll Video Advertising Networks to Benefit from Excess Inventory through 2011 4
SECTION ONE 5
  Online Pre Roll Video Advertising Macro Market Dynamics: Inventory Growth Outpacing Media Spend 5
    Pre-Roll Inventory Grew by 74.3% in 2009 (Including Inventory Made Available  
    Through Hulu, Kids’ Sites and Inside Premium Content Areas of YouTube) 6
    Pre-Roll Media Spend Increased by 42.2% in 2009; 25% Rise Forecast for 2010 6
    Pre-Roll Inventory and Media Spend: 2003 – 2012 7
    Pre-Roll Video Advertising Inventory is Forecast at 42.5 Billion Units in 2010, including and YouTube 8
    Pre Roll Inventory Insertion Ratios 11
    Pre Roll Media Spend: In-House vs Ad Network Sales 12
    CPMs Declined Across Most Video Avail Formats in 2009 13
    CPMs: 2007, 2008 and 2009 Comparison 14
    Pre/Mid/Post Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2009 15
    Pre/Mid Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2008 21
  Glossary of Terminology Used in This Research Report 25
SECTION TWO 28
  Pre Roll Media Spend by Content Category 28
    Television Content (Short and Long-Form) Accounted for 36.6% of Pre-Roll Media Spend in 2009 28
    Pre Roll Gross Media Spend by Content Category: 2009 29
    Pre-Roll Gross Media Spend: 2009 Vs. 2008 31
    Pre-Roll Gross Media Spend: 2008 31
    Pre Roll Media Spend Annual Share Comparison by Category: 2008 Vs. 2009 32
    Long/Short-Form Premium Television Content (Including Cable TV Episodic Programming and Hulu) Allotted 9.2 Billion Pre Roll Units in 2009 33
    Pre-Roll Media Spend by Content Category: 2009 34
    Pre-Roll Video Avails by Category: 2009 Vs. 2008 35
    Pre Roll Video Insertion Frequency Comparison: 2008 Vs. 2009 36
    CPMs: 2007, 2008 and 2009 Comparison 39
    Pre/Mid/Post Roll Video Advertising Inventory, Sales and CPMs by Content
Category: 2009
41
SECTION THREE 50
  Large Cross-Platform Television and Internet Brands Capture Pre Roll Media Spend Share 50
    Hulu (Operated by Fox, Nbc and Disney) Generated 17.6% of Total Pre Roll Media Spend in 2009 50
    Pre/Mid/Post Roll Video Advertising Media Spend by Aggregated Publisher Brand: 2009 51
    Pre Roll Media Spend by Individual Site and Network: 2009 54
    Pre/Mid/Post Roll Video Advertising Media Spend by Publisher Brands: 2009 54
SECTION FOUR 59
  Hosted/Upload Network Pre Roll Inventory Becoming a Mainstream Media Buy, though CPMs are Lower 59
    UGV and Pro Video Growth Rate Comparison 2006 - 2009 59
    Hosted/Upload Networks 61
    Hosted/Upload Networks: 2009/2010 62
    Pre Roll Gross Media Spend by Content Category: 2009 63
    YouTube Category Share and Views: 2005 - 2009 64
    YouTube Partner Channel Share Comparison: 2005 - 2009 67
    YouTube Partner Views: Music and Television 68
SECTION FIVE 69
  Pre Roll Video Advertising Networks to Benefit from Excess Inventory through 2011 69
    Advertising Network Gross Pre Roll Billings at $206.3 Million in 2009 70
    Pre Roll Advertising Network Gross Media Sales Growth: 2007 - 2012 70
    CPMs: 2007, 2008 and 2009 Comparison 71
    Online Video Advertising Platforms: Pre Roll, In-Stream Media Spend by 3rd Party Providers 74
    Online Video Advertising Platforms and Sales: 3rd Party Pre Roll Specialists 75
    Pre Roll Media Spend: In-House vs Ad Network Sales 76
  Q&A's 77
    Adap.TV 77
    BBE 80
    Scanscout 84
    Spotxchange 88
    Tremor Media 92
    Yume Inc 96


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