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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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