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Guide to Streaming Advertising 2005 - 2006: Agencies to Vendors

This is a comprehensive guide for to buying and selling streaming media advertising in 2005 and 2006. The report takes you through all the essential advertising components--from agencies to vendors--that make up one of the most dynamic advertising environments today. This report is a step-by-step market analysis tool.

  • A comprehensive guide to streaming media advertising (audio and video), from creative production to media planning, buying, selling and delivery that can be applied to all market categories, from entertainment to real estate, travel or other business-specific campaign

  • What sites have available streaming media inventory

  • How is streaming media advertising bought, sold and priced

  • What avail formats are used, and where

  • The cost of bandwidth for streaming media advertising campaigns 

  • Working with application providers such as Eyewonder and Klipmart

  • How to work with agencies and rep firms, and what agencies rep streaming media inventory and where

  • How to work with CDNs that deliver content, and what formats and integrated service offerings they provide to advertisers, agencies and media planners

  • The importance of Flash streaming video

  • Strategies for maximizing available inventory across an affiliation of sites

  • The top streaming video sites and networks

  • The top streaming Internet music radio sites and networks

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Table of Contents

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TABLE OF CONTENTS:

SECTION ONE 1
  Streaming Media Advertising: 2005 – 2006 1
  What this Guide is Designed to Do 1
    Media Buying and Selling has a Long-Standing Broadcast Media Tradition 1
  Market Overview and Dynamic Demand Points 2
    Flash is Becoming a Preferred Format for Advertising 2
    Who’s Buying? 2
    Slow Roll: Building Up to ’05 Video Avail Demand 3
    Internet Music Radio: Advertiser Enthusiasm Still Nascent, But the Pieces for Developing the Market are Falling into Place 4
    Market Dynamics: Creating Demand, Allocating Inventory, Aligning Agency and Audience Preferences and Developing a Real Business 4
  Streaming Avail Definitions 8
  The Formula 10
  Streaming Audio Advertising Overview 11
    Audio Online is Similar to Audio Offline, With Customization and Personalization Features that Make Advertising Potentially More Effective 11
  Streaming Video Advertising Overview 12
    Video Advertising is Attractive to Advertisers Because it Offers a More Emotional Branding Message, It’s Similar in Format to What They Buy On TV, the Creative Can In Some Cases be Re-Purposed, and there are Target Audiences Online that are Harder to Reach via TV because they are Spending More Time Online 12
  Streaming Media: Representing and Selling Audio and Video Avails: the Formula 13
    Market Analysis: 2003 – 2006 13
    Streaming Audio and Video Gross Ad Billings: 2003-2006 14
    Streaming Video Gross Ad Billings: 2003-2006 16
    Internet Music Radio Gross Ad Billings: 2003-2006 17
  Avails and Revenue Analysis 18
    Internet Radio 18
    Internet Radio 19
    Hybrid Terrestrial/Internet Radio Advertising Market Value: 2004 21
    Hybrid Terrestrial/Internet Radio Advertising Market Value: 2005 21
    Hybrid Terrestrial/Internet Radio Advertising Market Value: 2006 22
    Full Database Of Internet Music Radio Sites, Networks and Aggregators: 2004 23
    Internet Radio Average Aggregate Tuning Hours Per Month: The Top Ten Sites and Networks - 2001 - 2004 (in millions of hours) 30
    Internet Radio: Top Ten Sites and ATH by Month 31
    Internet Radio Aggregate Tuning Hours by Month: The Top Ten Sites and Networks 32
    Streaming Video 33
    Streaming Video 34
    Streaming Advertising Summary Analysis and Forecast 38
    Streaming Video Sites 39
SECTION TWO 42
  Where is the Streaming Media Inventory? 42
    A Comparative Analysis of Streaming Video Advertising Formats and Formula by Site 42
    Total Streaming Video Accesses: The Top Ten Sites and Networks: Full Year 2003 and 2004 42
    Average Number of Video Streams Served Per Month 44
    Avg. Video Streams Served Per Month 45
    The Top Ten Streaming Video Sites 46
      January 2004 46
      February 2004 47
    Content and Brand Diversity 48
    The Top Ten Streaming Video Sites 49
      March 2004 49
      April 2004 50
      May 2004 51
      June 2004 52
      July 2004 53
      August 2004 54
      September 2004 55
      October 2004 56
      November 2004 57
      December 2004 58
    Streaming Video Inventory By Site 59
SECTION THREE 61
  Inventory Across Internet Music Radio Sites and Networks 61
    Market Demand Dynamics and Operational Issues 61
    Promoting Internet Music Radio: Extending the Band, Directing and Flowing Audiences are the First Steps to Booking Advertising Revenue 61
    Local Advertising is Going to Play An Important Role 62
    Internet Music Radio: Avail Formats 63
    Internet Radio Average Aggregate Tuning Hours per Month: The Top Ten Sites and Networks - 2001 - 2004 (in millions of hours) 64
    Internet Radio: Top Ten Sites and ATH By Month 65
    The Top Ten Internet Radio Networks, Channels, Destinations and Aggregators 66
    The Top Ten Internet Radio Sites 67
      March 2004 67
      April 2004 68
      May 2004 69
      June 2004 70
      July 2004 71
    The Top Ten Internet Radio Sites and Networks 72
      August 2004 72
      September 2004 73
      October 2004 74
      November 2004 75
      December 2004 76
    2005 2nd and 3rd Quarter Updates 77
    The Top Ten Streaming Radio Networks, Sites, Channels and Aggregators 77
      April-05 77
      May-05 78
      June-05 79
SECTION FOUR 80
  How Streaming Advertising Buys are Made: Agencies, Rep Firms, Application Providers 80
    Broadband Enterprises 80
    Eyewonder 83
    Klipmart 86
    Lightningcast 88
    Net Radio Sales 91
    Starcom Mediavest 94
    Universal McCann 97
SECTION FIVE 100
  How Streaming Advertising is Delivered and Priced 100
    CDN Streaming Media Bandwidth Pricing 100
    Bandwidth Services Pricing: Audio and Video Segment Comparison Based on Per Gigabyte Rate: 2004 100
    Bandwidth Services Pricing: Audio and Video Segment Comparison Based on Per Gigabyte Rate: 2003 101
    Bandwidth Services Pricing: Audio and Video Segment Comparison Based on Per Gigabyte Rate: 2002 102
  CDN’s: Streaming Media Distribution, Hosting and Integrated Bandwidth Solutions for Advertisers and Networks 103
    CDN Segment: Summary Operational Profile and Analysis 104
  CDN Operational and Market Position Profiles 105
    Akamai Technologies 105
    Chaincast Networks 108
    DVLabs 112
    Limelight Networks 114
    Multicast Media Networks 118
    Nine Systems 121
    Vitalstream: Corporate and Operational Profile 125
SECTION SIX 130
    Growing Support for Flash Streaming Video 130
    Estimated Percent Of Streaming Data In Flash Format: 2005 - 2006 131
    Flash Streaming Video: Estimated Percent of Total Streaming Data Transferred By Year 132
  Q & A with Macromedia: Flash and the CDN Segment 133
  Q & A with Vitalstream: Flash Streaming Video Authentication 136
    Pricing at the CDN Level to Provision Streaming Video Content In Flash 137
    CDN Bandwidth Pricing with and without Flash Premium 138
    Flash Advertising Units and Gross Ad Billings Market Value 138
    Streaming Video Gross Ad Billings: 2003-2006 139
    Flash Avail Units: 2005 140
    Flash Avail Units: 2006 141

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