Strengthened by transaction transparency, ad networks, marketplace auctions, expanding premium inventories, innovative formats, lower CPMs, unambiguous campaign performance benchmarking, ROI and accountability metrics, combined with broadcast buying scale, online video advertising and related media spend is forecast at $2.7 billion in 2010. Online Video Advertising and Media Spend: 2010 – 2012 shows in-banner video spend surpassed pre roll in dollar value in 2005, and the versatile format is expected to continue to lead the market through 2012, though at a declining rate.
The pre roll avail—which heretofore has primarily been sold against premium content–is gaining more publisher adherents online. Pre roll video is now regularly bought against partner channel content nested inside hosted network sites such as YouTube, and for the first time on highly-produced adult sites in 2010, buying patterns expected to continue and accelerate going forward. In-banner video media spend is forecast to make up 53.7% of the market’s total dollar value in 2010, while pre roll captures a 27.5% share of the gross. However, the report’s extensive data indicate media spending trends are evolving, and viral campaigns, search, auctions (pre roll), overlay executions and performance based buys (CPE/CPC) are growing.
Mobile video spend is expected to make up .1% of the market in 2010, increasing to .5% in 2012. The report’s four sections are divided and analyzed by inventory type. Each section details total inventory, insertion frequencies or impressions served, market and site CPMs plus media spend, and contains in-depth Q & A’s with the industry’s leading executives helming companies at the forefront of this dynamic market. Q & A’s provide a contextual backdrop for the data and analytics contained in this research report. The report also examines current, forecast and historical market CPMs for all inventory formats attending monetization of online video.
Key Chapters of The Report
EXECUTIVE SUMMARY 1
Online Video Media Spend (When Including All Video-Related Executions including Overlays, Podcasting and Mobile) is Estimated to Be A $2.7 Billion Market in 2010 1
Online Video Gross Media Spend: 2003 – 2012 1
In-Banner and Pre Roll Video Gross Media Spend Comparison: 2003-2012 2
Pre-Roll Inventory Grew by 74.3% in 2009 (Including Inventory Made Available through Hulu, Kids’ Sites and Inside Premium Content Areas of YouTube) 3
In-Banner Video Impressions: 2003 – 2012 3
Pre-Roll Video Advertising Inventory is Forecast at 42.5 Billion Units in 2010, including and YouTube, Excluding Adult 4
Pre-Roll Video Inventory: 2003 – 2012 4
SECTION ONE 5
Introduction and Overview: Inventory Growth, Transparency and ROI 5
Macro-Market Dynamics 5
Online Video Media Spend (When Including All Video-Related Executions including Overlays, Podcasting and Mobile) is Estimated to Be A $2.7 Billion Market in 2010 5
Online Video Gross Media Spend: 2003 – 2012 6
In-Banner and Pre Roll Video Media Spend Totals and Comparison 9
In-Banner and Pre Roll Video Inventory Growth: 2003 – 2012 13
Online Video Advertising Media Spend Growth by Format Execution: 2003 – 2012 14
Online Video Advertising Spend Share Analysis: 2008 – 2012 15
Online Video Advertising Media Spend: 2008 by Format 17
Online Video Advertising Media Spend: 2009 by Format 17
Online Video Advertising Media Spend: 2012 by Format 19
CPMs Declined Across Most Video Avail Formats in 2009 19
CPMs: 2007, 2008 and 2009 Comparison 20
Glossary of Terminology Used in This Research Report 21
SECTION TWO 23
In-Banner Video Combining Format Innovation with Media Buy ROI 23
In-Banner Video Impressions and Media Spend: 2003 – 2012 25
Online Video Advertising Media Spend: 2010 by Format 27
In-Banner and Pre Roll Video Inventory Growth: 2003 – 2012 28
Q & A’s 30
EYEWONDER 30
EYEBLASTER 38
MIXPO 38
POINTROLL 44
SECTION THREE 47
Online Pre Roll Video Advertising Macro Market Dynamics: Inventory Growth Outpacing Media Spend 47
Pre-Roll Inventory Grew by 74.3% in 2009 (Including Inventory Made Available through Hulu, Kids’ Sites and Inside Premium Content Areas of YouTube) 48
Pre-Roll Media Spend Increased by 42.2% in 2009; 25% Rise Forecast For 2010 48
Pre-Roll Inventory and Media Spend: 2003 – 2012 49
Pre-Roll Video Advertising Inventory is Forecast at 42.5 Billion Units in 2010, including and YouTube, Excluding Adult 49
Pre-Roll Inventory and Media Spend Growth Comparison 51
Pre Roll Inventory Insertion Ratios 53
Pre Roll Media Spend: In-House vs Ad Network Sales 54
Adult Pre Roll Market Size: 2010 – 2012 56
Pre Roll Video Auction Exchanges: 2008 – 2012 59
Video Inventory Auction (Pre Roll Only) 60
Pre/Mid/Post Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2009 62
Pre/Mid Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2008 68
Q & A’s 72
ADAP.TV 72
AUDITUDE 74
AFFINE SYSTEMS 79
BBE 82
SCANSCOUT 86
SPOTXCHANGE 90
TREMOR MEDIA 93
YUME INC 97
SECTION FOUR 100
Online Video Buyers and Sellers Are Embracing Execution Innovation, New of Inventory Solutions and Formats 100
Online Video Advertising Media Spend: 2010 by Format 102
Video Overlay Impression Weight: 2008 – 2012 103
Overlay Analysis: 2009 104
Video Search and Syndication: 2008 – 2012 105
CPC/CPE Video Advertising: 2008 – 2012 106
Viral/Paid Promotional Video Advertising Campaigns: 2008 – 2012 107
Podcasting Video Inventory and Gross Billings: 2007 – 2012 108
Mobile Video Advertising: 2009 – 2012 108
Q & A’s 109
AUDIENCE SCIENCE 109
BLINKX 113
MAGNIFY.NET 116
TRUVEO 120
TUBEMOGUL 123
TURNHERE.COM 126
VIDSENSE 129
VISIBLE MEASURES 132
WIZZARD MEDIA 137
Get more information about this report: Online Video Advertising and Media Spend: 2010 – 2012
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The pre roll avail—which heretofore has primarily been sold against premium content–is gaining more publisher adherents online. Pre roll video is now regularly bought against partner channel content nested inside hosted network sites such as YouTube, and for the first time on highly-produced adult sites in 2010, buying patterns expected to continue and accelerate going forward. In-banner video media spend is forecast to make up 53.7% of the market’s total dollar value in 2010, while pre roll captures a 27.5% share of the gross. However, the report’s extensive data indicate media spending trends are evolving, and viral campaigns, search, auctions (pre roll), overlay executions and performance based buys (CPE/CPC) are growing.
Mobile video spend is expected to make up .1% of the market in 2010, increasing to .5% in 2012. The report’s four sections are divided and analyzed by inventory type. Each section details total inventory, insertion frequencies or impressions served, market and site CPMs plus media spend, and contains in-depth Q & A’s with the industry’s leading executives helming companies at the forefront of this dynamic market. Q & A’s provide a contextual backdrop for the data and analytics contained in this research report. The report also examines current, forecast and historical market CPMs for all inventory formats attending monetization of online video.
Key Chapters of The Report
EXECUTIVE SUMMARY 1
Online Video Media Spend (When Including All Video-Related Executions including Overlays, Podcasting and Mobile) is Estimated to Be A $2.7 Billion Market in 2010 1
Online Video Gross Media Spend: 2003 – 2012 1
In-Banner and Pre Roll Video Gross Media Spend Comparison: 2003-2012 2
Pre-Roll Inventory Grew by 74.3% in 2009 (Including Inventory Made Available through Hulu, Kids’ Sites and Inside Premium Content Areas of YouTube) 3
In-Banner Video Impressions: 2003 – 2012 3
Pre-Roll Video Advertising Inventory is Forecast at 42.5 Billion Units in 2010, including and YouTube, Excluding Adult 4
Pre-Roll Video Inventory: 2003 – 2012 4
SECTION ONE 5
Introduction and Overview: Inventory Growth, Transparency and ROI 5
Macro-Market Dynamics 5
Online Video Media Spend (When Including All Video-Related Executions including Overlays, Podcasting and Mobile) is Estimated to Be A $2.7 Billion Market in 2010 5
Online Video Gross Media Spend: 2003 – 2012 6
In-Banner and Pre Roll Video Media Spend Totals and Comparison 9
In-Banner and Pre Roll Video Inventory Growth: 2003 – 2012 13
Online Video Advertising Media Spend Growth by Format Execution: 2003 – 2012 14
Online Video Advertising Spend Share Analysis: 2008 – 2012 15
Online Video Advertising Media Spend: 2008 by Format 17
Online Video Advertising Media Spend: 2009 by Format 17
Online Video Advertising Media Spend: 2012 by Format 19
CPMs Declined Across Most Video Avail Formats in 2009 19
CPMs: 2007, 2008 and 2009 Comparison 20
Glossary of Terminology Used in This Research Report 21
SECTION TWO 23
In-Banner Video Combining Format Innovation with Media Buy ROI 23
In-Banner Video Impressions and Media Spend: 2003 – 2012 25
Online Video Advertising Media Spend: 2010 by Format 27
In-Banner and Pre Roll Video Inventory Growth: 2003 – 2012 28
Q & A’s 30
EYEWONDER 30
EYEBLASTER 38
MIXPO 38
POINTROLL 44
SECTION THREE 47
Online Pre Roll Video Advertising Macro Market Dynamics: Inventory Growth Outpacing Media Spend 47
Pre-Roll Inventory Grew by 74.3% in 2009 (Including Inventory Made Available through Hulu, Kids’ Sites and Inside Premium Content Areas of YouTube) 48
Pre-Roll Media Spend Increased by 42.2% in 2009; 25% Rise Forecast For 2010 48
Pre-Roll Inventory and Media Spend: 2003 – 2012 49
Pre-Roll Video Advertising Inventory is Forecast at 42.5 Billion Units in 2010, including and YouTube, Excluding Adult 49
Pre-Roll Inventory and Media Spend Growth Comparison 51
Pre Roll Inventory Insertion Ratios 53
Pre Roll Media Spend: In-House vs Ad Network Sales 54
Adult Pre Roll Market Size: 2010 – 2012 56
Pre Roll Video Auction Exchanges: 2008 – 2012 59
Video Inventory Auction (Pre Roll Only) 60
Pre/Mid/Post Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2009 62
Pre/Mid Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2008 68
Q & A’s 72
ADAP.TV 72
AUDITUDE 74
AFFINE SYSTEMS 79
BBE 82
SCANSCOUT 86
SPOTXCHANGE 90
TREMOR MEDIA 93
YUME INC 97
SECTION FOUR 100
Online Video Buyers and Sellers Are Embracing Execution Innovation, New of Inventory Solutions and Formats 100
Online Video Advertising Media Spend: 2010 by Format 102
Video Overlay Impression Weight: 2008 – 2012 103
Overlay Analysis: 2009 104
Video Search and Syndication: 2008 – 2012 105
CPC/CPE Video Advertising: 2008 – 2012 106
Viral/Paid Promotional Video Advertising Campaigns: 2008 – 2012 107
Podcasting Video Inventory and Gross Billings: 2007 – 2012 108
Mobile Video Advertising: 2009 – 2012 108
Q & A’s 109
AUDIENCE SCIENCE 109
BLINKX 113
MAGNIFY.NET 116
TRUVEO 120
TUBEMOGUL 123
TURNHERE.COM 126
VIDSENSE 129
VISIBLE MEASURES 132
WIZZARD MEDIA 137
Get more information about this report: Online Video Advertising and Media Spend: 2010 – 2012
Find Market Research Reports
Check our Company Profiles and Country Reports
Bharat Book Bureau
Email: sandhya@bharatbook.com
Tel: +91 22 27578668
Fax: +91 22 27579131
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