Pre-Roll Video Advertising 2011 – 2014: Inventory and Gross Media Spend

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TABLE OF CONTENTS:

EXECUTIVE SUMMARY				1
	Online Pre Roll Video Advertising Macro Market Dynamics: Dramatic Inventory Growth in 2010 - 2011; More Options to Clear It			1
	Pre-Roll Video Inventory: 2003 – 2014			3
	Pre-Roll Video Media Spend: 2003 – 2014			5
	Pre Roll Gross Media Spend By Content Category: 2011			7
	Pre Roll Gross Media Spend By Content Category: 2010			8
	2011 Pre Roll Exploitation Strategy: Higher Insertion Frequencies Results in Less Inventory			9
	Pre Roll Video Insertion Frequency: 2009 – 2011			9
	Glossary of Terms			10
SECTION ONE				13
	Online Pre Roll Video Advertising Macro Market Dynamics: Dramatic Inventory Growth in 2010 – 2014 and More Options to Clear It			13
	Media Spend Trends: Strong Inventory Growth			15
	Market Trends: More Video is Accessible, and more Media is being Cleared			15
	Pre-Roll Media Online Continues to Blossom: Spend Increased by 74.9% in 2010; 48% Rise Forecast for 2011			16
	Pre-Roll Inventory and Media Spend: 2003 – 2014			17
	YouTube Video Share Comparison by Category: Pre Roll Inventory by Content Category and Publisher Type			18
	Pre-Roll Video Inventory: 2003 – 2014			19
	Pre-Roll Inventory and Media Spend Growth Comparison			22
	Trend: Less Media Can Mean More Brand Exposure: Lower Pre Roll Insertion Frequency Seen in 2011; Longer Spot Length			24
	Pre Roll Inventory Insertion Ratios			24
	Pre Roll Insertion Frequency Rose to 2.2 in 2010 when Including YouTube Inventory			25
	Pre Roll Inventory Insertion Ratios			25
	Trend: Marketers Demand Media Clearing Efficiency, Market Transparency and Inventory Scale			26
	Pre Roll Media Spend: In-House vs. Ad Networks, Exchanges			27
	Pre Roll Media Spend: In-House vs. Ad Network Sales, Exchanges, Auctions and Mediation Platforms			28
	CPMs 2011: Holding Steady for Premium Pre Roll; Increasing for Custom Search Inventory; Slight Dip Across all Pre Roll Inventory			29
	CPMs: 2007- 2011 Comparison			29
	Average Pre Roll CPMs (Historical, Current and Forecast) Shift Downward when Including YouTube Sold Inventory			31
	CPMs: 2007- 2011 Comparison			31
	Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2010			36
SECTION TWO				40
	Pre Roll Media Spend by Content Category			40
	Pre Roll Inventory Trends: 2010 – 2011 Saw Remarkable Market Transformations			40
	UGC Video Content (Including Semi-Professional and Professionally Managed Content Channels) are Forecast to account for 37.7% of Pre-Roll Media Spend in 2011			40
	Gross Media Spend by Category: 2011 (Est.)			41
	Pre Roll Video Average CPMs: 2009 - 2011			43
	Gross Media Spend by Category: 2009			48
	Pre Roll Ad Spend Dynamics 2009 - 2011: Inventory, Sellout Rates and CPMs Effect Value			51
	Gross Media Spend by Category: 2009 - 2011			51
	2011 Pre Roll Exploitation Strategy: Higher Insertion Frequencies Results in Less Inventory, but Impression Run Longer			52
	Pre Roll Video Insertion Frequency: 2009 – 2011			53
	Pre Roll Inventory is Growing At 29.8% in 2011; Up 290.1% in 2010			55
	Pre Roll Video Advertising Inventory Analysis: 2009 - 2011			55
	Pre Roll Sellout Rates Improve Across all Content Categories in 2011			56
	UGC Video and Social Media Combined Are Forecast to Sell 51.7 Billion Pre Roll Units in 2011			57
	Pre Roll Video Advertising Sold Inventory Analysis: 2009 - 2011			57
	Pre Roll Inventory, Insertion Frequencies, Sellout Rates and CPMs: Category Summaries by Year: 2009 – 2011			59
	Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2011 (Full-Year Estimates)			61
	Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2010			66
	Pre/Mid/Post Roll Video Advertising Inventory, Sales and CPMs by Content Category: 2009			70
SECTION THREE				76
	YouTube, Hulu, Large Cross-Platform Television and Major Internet Aggregators Capture Pre Roll Media Spend Share in 2010 – 2011			76
	The Top Ten Brands (Including Online Only and Cross-Platform Media Publishers) are Forecast to Capture 85.2% of Pre Roll Gross Media Spend in 2011			76
	Pre/Mid/Post Roll Video Advertising Media Spend by Publisher Brands: 2011			77
	Pre/Mid/Post Roll Video Advertising Media Spend by Publisher Brands: 2010			89
SECTION FOUR				99
	Video Advertising Networks: Leaders in Campaign, Analtyics and Management Innovation			99
	Trend: Demand for Inventory, Robust Analytics and Dedicated Sales Expertise Keys to Market Growth			99
	Market Dynamics			99
	Video Ad Networks with Sales Expertise Cleared $514 - $624 Million in Pre Roll Gross Media Spend in 2010			100
	Multi-Screen Video Advertising Platforms: Pre Roll Inventory and Gross Media Spend Analysis			101
	Q & A’s			102
		AUDIENCESCIENCE		102
		BLINKX		108
		BRIGHTROLL		112
		COLLECTIVE		117
		ROCKET FUEL		122
		SPOTXCHANGE		127
		TIDALTV		132
		TREMOR VIDEO		137
		TUBEMOGUL		143
		TURNHERE.COM		148
		VIDSENSE		152
		VISIBLE MEASURES		158
		YUME INC.		163
SECTION FIVE				169
	Pre Roll Inventory Transparency and Clearing: Auctions, Exchanges and Real Time Bidding Environments Give the Market a Liquidity Boost			169
	RTB Environment Gross Media Spend Rose by 652% in 2010			169
	Real Time Bidding Environments: Video Media Spend Growth 2008 - 2010			170
	Multi-Screen Video Advertising Solutions and Platforms: Exchanges, Marketplace RTB and Mediation Environments			171
	Video Advertising Solutions and Platforms: Exchanges, Marketplace RTB and Mediation Environments			172
	RTB Environments Capture 7.8% of Sector Gross Media Spend in 2010			173
	RTB environments captured 1.8% of gross media spend in 2009, a percentage that ramped up to 7.8% in 2010			173
	Gross Media Spend by Solution Category			173
	Q & A’s			175
		ADBRITE		175
		ADAP.TV		180
		LIVERAIL		185

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