Video Value Chain 2012 - 2014: CDN, Integrated Video Platforms, Advertising Networks, Ad Serving Solutions and Real Time Mediation Environments
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| EXECUTIVE SUMMARY | 1 | ||
| The Online and Mobile Media Value Chain Delivers 45% Growth in 2011; 30+% Annual Growth Forecast through 2014 | 1 | ||
| Online and Mobile Media Value Chain 2006 - 2014: CDN, Video Ad Networks, Video and Media Platforms, Mobile Ad Networks | 2 | ||
| Online and Mobile Video Value Chain Valued at $3.4 Billion in 2011, Up 57.4% Over 2010 | 5 | ||
| Video Value Chain Total Revenue: 2006 – 2011 | 6 | ||
| Video Advertising Networks Surpassed Video CDN Revenue in 2009; Mobile Video Ad Networks Now Own a Double-Digit Share of the Market | 9 | ||
| Video Value Chain 2006 - 2011: Video CDN, Ad Networks and Platforms | 9 | ||
| SECTION ONE | 11 | ||
| The Online and Mobile Media Value Chain Delivers 45% Growth in 2011; 30+% Annual Growth Forecast through 2014 | 11 | ||
| Online and Mobile Media Value Chain: 2006 - 2014 | 12 | ||
| Online and Mobile Video Value Chain Valued at $3.4 Billion in 2011, Up 57.4% Over 2010 | 16 | ||
| Media and Entertainment Percent CDN Revenue: 2006 - 2011 | 16 | ||
| Video Value Chain 2006 - 2011: CDNs, Ad Networks, Auctions, Exchanges and Integrated Platforms | 18 | ||
| The Video Value Chain Grew by 57.4% In 2011, Following an 81.2% Jump in 2010 | 20 | ||
| Video Advertising Networks Surpassed Video CDN Revenue in 2009; Mobile Video Ad Networks now own a Double-Digit Share of the Market | 23 | ||
| Video Value Chain 2006 - 2011: Video CDN, Ad Networks and Platforms | 23 | ||
| Comparative Market Share Analysis of CDN, Integrated Media Platforms, Mobile, Online and Cross Platform Advertising Networks, Platforms and Exchanges 2006 - 2014 | 25 | ||
| Online and Mobile Media Value Chain: 2006 - 2014 | 26 | ||
| CDN and Integrated Video Platform Business Analytics and Customer Account Comparison: 2010 –2011 | 28 | ||
| CDN and Video Platform Accounts: 2010 - 2011 | 28 | ||
| CDN and Video Platform MRR and Unique Account Growth Comparison 2009 –2011 | 31 | ||
| Account Growth: CDN and Video Platforms 2009 - 2011 | 31 | ||
| CDN Revenue Rose by 17.7% in 2011, Video Platform and Services Revenue by 72% | 33 | ||
| CDN Market Value 2006 - 2014 (Retail Accounts Only) | 33 | ||
| Video Platform Gross Revenue: 2006 - 2011 | 35 | ||
| Mobile and Online Video Ad Network Comparative Gross Billings Analytics: 2009–2011 | 37 | ||
| Gross Media Spend: Mobile Video Ad Networks and Exchanges Vs. Online and Cross-Platform Video Ad Networks and Exchanges | 37 | ||
| Mobile Video Ad Networks, Auctions, Exchanges and Real Time Bidding Environments Gaining Market Share | 39 | ||
| Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Analysis | 39 | ||
| Mobile Video Ad Network Revenue Growth Outpacing Online Counterparts | 41 | ||
| Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Profile | 41 | ||
| Online Video Ad Networks Clear $5.4 Billion in Gross Media Spend in 2011 | 43 | ||
| Gross Video Media Spend: Mobile Ad Networks and Exchanges vs. Online and Cross-Platform Ad Networks and Exchanges | 43 | ||
| Online Video Ad Networks Earn $1.4 Billion in Top Line Revenue in 2011, Global Mobile Ad Networks $575 Million | 45 | ||
| Video Advertising Network and Platform Revenue 2006 - 2011 | 45 | ||
| Video Ad Networks, Serving Solutions, Exchanges and Platforms: Net Revenue 2007 - 2014 | 47 | ||
| Global Mobile Ad Network Net Revenue: 2009 - 2014 | 49 | ||
| SECTION TWO | 51 | ||
| CDN Sector Analysis | 51 | ||
| CDN Terminology Definitions | 51 | ||
| Introduction and 2011-2014 Overview | 53 | ||
| CDN Sector Embraces a Phase of Re-Invention, Re-Positioning and Business Transformation | 53 | ||
| CDN Market Performance Dynamics and Business Trends 2011 – 2014 | 54 | ||
| CDN Revenue, Market Share, Account Growth and Cap Ex Analytics | 56 | ||
| CDN Annual Accounts: 2005 - 2011 | 56 | ||
| CDN Account Share: 2010 - 2011 | 57 | ||
| CDN Revenue 2010 - 2011 | 58 | ||
| CDN Cap Ex Investment: 2007 – 2011 | 59 | ||
| CDN Market Revenue Analysis: 2003 - 2014 | 60 | ||
| CDN Monthly Recurring Revenue Analysis: 2005 – 2011 | 60 | ||
| Media and Entertainment Percent CDN Revenue: 2006 – 2011 | 61 | ||
| CDN Market Pricing, Discounting and Streaming Media Encode Rates | 62 | ||
| CDN Revenues Estimated at $1.86 Billion in 2011, 65.6% of the Global Total | 63 | ||
| Global CDN Market Value (Delivered by Domestic Vs. International CDNs) | 66 | ||
| CDN Revenue Growth Rates Historically Accelerate through the Year | 66 | ||
| CDN Revenue 2010 - 2011 | 66 | ||
| Retail Contracts Continue to Grow at Double-Digit Rates | 67 | ||
| CDN Annual Accounts: 2005 - 2011 | 69 | ||
| The Differential Between Account Growth and Revenue Growth is Narrowing as Value Add Solutions Contribute to the Top Line | 69 | ||
| CDN Revenue and Account Growth Rates: 2006 - 2011 | 71 | ||
| CDN MRR Averages $9,210 in 2011 | 71 | ||
| CDN Monthly Recurring Revenue Analysis: 2005 – 2011 | 72 | ||
| Entertainment and Media Accounted for 49.7% CDN Revenue in 2011 | 74 | ||
| Entertainment Media Revenue Share of CDN Market: 2006 - 2011 | 76 | ||
| Media and Entertainment CDN Contract Value Closing in On $1 Billion in 2011 | 76 | ||
| Total Media and Entertainment CDN Contract Value: 2006 - 2011 | 77 | ||
| CDN Sever Deployments Increased by 30% in 2011 | 77 | ||
| CDN Media Server Deployment: 2005 - 2011 | 78 | ||
| 2011 Cap Ex Investment Estimated at a 72% Increase over 2010 | 78 | ||
| CDN Cap Ex Investment: 2007 - 2011 | 79 | ||
| Server Deployment Growth Rates are Consistently Higher than Account Growth Rates | 79 | ||
| Cap Ex Analysis: Server Deployments and Account Growth | 82 | ||
| U.S.-Based CDNs Captures 65.6% of Global Revenue in 2011 | 82 | ||
| CDN Global Market Value Comparison: 2006 - 2011 | 83 | ||
| Commercial Market Value for Audio and Delivery Estimated at $1.1 Billion in 2011 | 84 | ||
| Commercial Bandwidth Market Value: Audio/Video 2006 - 2011 | 86 | ||
| Professional Video Remains the Largest CDN and Commercial Market Value Content Vertical | 87 | ||
| Streaming/HTTP Content Category Share: Commercial Market Value 2006 - 2011 | 89 | ||
| CDN Bandwidth Services Category Share: 2010 | 90 | ||
| CDN Bandwidth Services Category Share: 2011 | 91 | ||
| CDN Bandwidth Costs, Contract and Cogs Analysis: 2006 - 2011 | 94 | ||
| Retail Contract Pricing for Bandwidth Exhibited a Slower Rate of Decline in 2011 Compared to 2010 and 2009 | 95 | ||
| Retail Contract Pricing: 2006 - 2011 | 95 | ||
| Retail Contract Pricing: 2006 - 2011 | 97 | ||
| Pricing Declines for Retail Contracts are in Equilibrium with Those Seen in the Wholesale Business in 2011 | 99 | ||
| Annual Pricing Comparison: Retail Versus Transit 2006 - 2011 | 101 | ||
| Q & A’s | 103 | ||
| 3CROWD TECHNOLOGIES | 103 | ||
| ALCATEL-LUCENT | 109 | ||
| BITGRAVITY | 114 | ||
| CACHEFLY | 119 | ||
| CDNETWORKS | 123 | ||
| COTENDO | 128 | ||
| DACAST | 133 | ||
| EDGECAST | 137 | ||
| HIGHWINDS | 145 | ||
| INTERNAP | 151 | ||
| LEVEL 3 | 157 | ||
| LIMELIGHT NETWORKS | 161 | ||
| LIQUID WEB | 171 | ||
| MIRROR IMAGE | 175 | ||
| PANDO NETWORKS | 181 | ||
| WOWZA MEDIA SYSTEMS | 186 | ||
| SECTION THREE | 190 | ||
| Video Platforms, Content Management Solutions, Encoding and Media Transformation Specialists | 190 | ||
| Video Platform and Services Terminology Definitions | 190 | ||
| Video Platform Business and Competitive Environment 2011 - 2012 | 193 | ||
| Rapid Advances in Platform Sophistication; Market Position Evolution | 193 | ||
| Billing Models 2011 - 2012 | 194 | ||
| Billing Models Can Include the Following Component: | 195 | ||
| Account Diversity | 195 | ||
| Geographical Dispersion of Accounts | 196 | ||
| Sector Valuation Models: Takeout Multiples Compelling | 196 | ||
| Kit Digital Acquisitions and Deal Analytics: 2010 - 2011 | 197 | ||
| Integrated Video Optimization Solutions and Platforms: 2011 Revenue Ranking | 198 | ||
| Solution Provider Market Positions and Core Competencies 2011 – 2012 | 198 | ||
| Integrated Video Optimization Solutions and Platforms: Market Positions and Solution Segments | 200 | ||
| Business Model Analysis: 2010 - 2012 | 201 | ||
| Integrated Video Optimization Solutions and Platforms: Business and Billing Model Comparison 2010 - 2012 | 202 | ||
| MRR Comparison: 2010 vs. 2011 | 204 | ||
| Integrated Video Optimization Solution MRR Comparison: 2010 Vs. 2011 (Est.) | 204 | ||
| 75% of 2010 Sector Revenue Was Based On Annual Contract Fees, MRR, Licensing and Integration | 204 | ||
| Integrated Video Optimization Solutions and Platforms: 2010 Revenue and MRR Analysis | 205 | ||
| 82% of Top Line 2011 Revenue Forecast to Be Billed Against MRR, Licensing, Integration and Usagefees | 207 | ||
| Integrated Video Optimization Solutions and Platforms: 2011 MRR Analysis | 208 | ||
| Account Acquisition Growth: 2009 – 2011 | 209 | ||
| Account Growth Fundamentals | 209 | ||
| Integrated Video Optimization Solution Account Growth: 2009 - 2011 | 209 | ||
| Account Growth at Double and Triple-Digit Rates Over the Past 12 Months | 210 | ||
| Integrated Video Optimization Solutions and Platforms: Account Growth Comparative Analysis 2010 - 2011 | 211 | ||
| Integrated Video Optimization Solutions Sector Revenue Analytics 2011 - 2014 | 212 | ||
| Integrated Video Optimization Solutions and Platforms: 2007 - 2014 | 213 | ||
| Integrated Video Optimization Solutions: Revenue and Growth Rates 2007- 2014 | 215 | ||
| Integrated Video Optimization Solutions: Segment Revenue Comparison: 2007 – 2014 | 217 | ||
| Mobile and Multi-Screen Distribution, Larger and Higher Bit Rate Source Files Expected to Increase Encoding/Processing Share to 16% by 2014 | 218 | ||
| Integrated Video Optimization Solutions: Segment Share Comparison: 2007 - 2014 | 218 | ||
| Kit Digital, Brightcove Capture 29.2% of Sector Revenue in 2010 | 220 | ||
| Integrated Video Optimization Solutions and Platforms: 2010 Revenue Ranking | 220 | ||
| Kit Digital, Brightcove, Ooyala and thePlatform Forecast to Capture 51.9% of Sector Revenue in 2011 | 222 | ||
| Integrated Video Optimization Solutions and Platforms: 2011 Revenue Ranking | 222 | ||
| Q & A’s | 224 | ||
| BRIGHTCOVE | 224 | ||
| KALTURA | 235 | ||
| LIMELIGHT VIDEO PLATFORM | 240 | ||
| MOBITV | 245 | ||
| MOVENETWORKS | 250 | ||
| OOYALA | 255 | ||
| REALITY DIGITAL | 260 | ||
| thePLATFORM | 265 | ||
| VBRICK | 271 | ||
| VIDEOPUBLISHING | 275 | ||
| INDEXING and CONTENT MANAGEMENT Q & A’s | 281 | ||
| AUDITUDE | 281 | ||
| BAY TSP | 286 | ||
| DIGITALSMITHS | 290 | ||
| RAMP | 295 | ||
| ENCODING, TRANSCODING and MEDIA TRANSFORMATION Q & A’s | 301 | ||
| ANVATO | 301 | ||
| ENCODING.COM | 307 | ||
| ORIGIN DIGITAL | 312 | ||
| SORENSON MEDIA | 318 | ||
| SECTION FOUR | 323 | ||
| Online Video Advertising Networks, Ad Serving Platforms, Auctions and Exchanges | 323 | ||
| Video Advertising Networks, Platforms, Auctions and Exchanges Terminology Definitions | 323 | ||
| Video Advertising Networks, Ad Serving Platforms, Auctions and Exchanges:Market Overview 2011 - 2012 | 326 | ||
| Video Advertising Networks, Ad Serving and Media Clearing Platform Environments Encompass the Following Broad Solutions Categories | 328 | ||
| Video Advertising Networks and Platforms: Macro Market Growth Catalysts and Solutions Provider Business Engagement Focus | 329 | ||
| Digital Video Media Spend: Continued Double-Digit Growth through 2014 | 331 | ||
| Digital Video Media Spend Growth by Platform and Format: 2003 - 2014 | 332 | ||
| Digital Video Spend Share Analysis: 2008 - 2012 | 333 | ||
| In-Page Video Media Spend Will Remain the Most Utilized Format through 2014 | 335 | ||
| In-Page and Pre Roll Video Account for 88.4% of Gross Media Spend in 2011 | 337 | ||
| Digital Video Spend Share Analysis by Format: 2008 - 2012 | 337 | ||
| Digital Video Advertising Media Spend: 2011 by Format | 337 | ||
| Revenue Performance and Gross Media Spend by Platform and Solution Segment 2011–2014 | 337 | ||
| Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks | 339 | ||
| Video Ad Networks, Serving Solutions, Exchanges and Platforms: Net Revenue 2007 - 2014 | 341 | ||
| Multi-Screen Video Advertising Platforms, Exchanges, Server Solutions and Networks: Net Revenue Analysis | 343 | ||
| Multi-Screen Video Advertising Platforms, Serving Solutions, Auctions, Exchanges and Networks | 345 | ||
| CPM History 2008 – 2011: Video Ad Network, Ad Serving Platform, Auction and Exchange Market Rates | 347 | ||
| Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks | 348 | ||
| VIDEO ADVERTISING DELIVERY PLATFORM Q & A’s | 350 | ||
| EYEWONDER | 350 | ||
| FREEWHEEL | 355 | ||
| LIMELIGHT MOBILITY and MONETIZATION PLATFORM | 360 | ||
| MEDIAMIND TECHNOLOGIES | 364 | ||
| VIDEO ADVERTISING NETWORK Q & A’s | 375 | ||
| AUDIENCESCIENCE | 375 | ||
| BLINKX | 381 | ||
| BRIGHTROLL | 385 | ||
| COLLECTIVE | 390 | ||
| ROCKET FUEL | 395 | ||
| SPOTXCHANGE | 400 | ||
| TIDALTV | 405 | ||
| TREMOR VIDEO | 410 | ||
| TUBEMOGUL | 416 | ||
| TURNHERE.COM | 421 | ||
| VIDSENSE | 426 | ||
| VISIBLE MEASURES | 433 | ||
| YUME INC. | 438 | ||
| VIDEO ADVERTISING AUCTION, EXCHANGE and REAL TIME BIDDING PLATFORM Q & A’s | 445 | ||
| ADBRITE | 445 | ||
| ADAP.TV | 450 | ||
| LIVERAIL | 455 | ||
| SECTION FIVE | 459 | ||
| Mobile Advertising Networks, Platforms, Auctions and Exchanges | 459 | ||
| Mobile Advertising Networks, Platforms, Auctions and Exchanges Terminology Definitions | 459 | ||
| Mobile Advertising a High Growth Business: Impressions, Reach, Gross Media Spend and Network Revenue are Rising | 460 | ||
| Global Mobile Ad Network Sector Dynamics | 460 | ||
| Global Mobile Ad Network Net Revenue: 2009 - 2014 | 461 | ||
| Mobile Advertising a High Growth Business: Impressions, Reach, Gross Media Spend and Network Revenue are Rising | 460 | ||
| Mobile Media Buy Sophistication: Who, How Much and Where | 466 | ||
| Media Spend Going Into App Environments and Being Made Against the Mobile Web | 467 | ||
| OS Platforms and Media Spend | 468 | ||
| Mobile Ad Network Pricing and ROI: Actionable and Accountable | 468 | ||
| eCPM Market Value by Geography: 2010 | 469 | ||
| eCPM Sample Pricing Conversion Grid | 469 | ||
| Video Inventory in Single Digits, Though Becoming More Prevalent | 469 | ||
| Global Pricing and Inventory Sell Out by Geography | 470 | ||
| eCPM Pricing by Region | 470 | ||
| Mobile Advertising Networks: Campaign Management Platforms with Sophisticated Serving and Device Detection Technologies | 470 | ||
| Global Mobile Advertising Networks and Platforms: Impression Formats by Type | 472 | ||
| Mobile Ad Network Business Building Blocks: Billing Models, Fill Rates and Participation Percentages | 474 | ||
| Global Mobile Advertising Network Billing Models, Fill Rates, Ad Unit Pricing and Participation Percentages | 475 | ||
| Mobile Advertising Network Inventory is Typically Non-Exclusive | 477 | ||
| Global Mobile Advertising Network Inventory Total (Non-Exclusive): 2009-2011 | 478 | ||
| Mobile Ad Networks Reach Audiences in the Tens of Millions Globally | 480 | ||
| Global Mobile Advertising Network Estimated Unique User Reach 2009 - 2011 | 481 | ||
| Global Mobile Ad Impressions See Triple-Digit Growth: Filled Inventory by Year 2009 – 2011 | 483 | ||
| Global Mobile Paid Impressions: 2009 - 2011 | 483 | ||
| Global Mobile Advertising Network Inventory Fill Rates and Paid Impressions by Year: 2009 - 2011 | 485 | ||
| Global Mobile Advertising Network Revenue and Gross Media Spend: 2009-2013 | 487 | ||
| Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2010 | 489 | ||
| Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011 | 491 | ||
| Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 - 2011 | 491 | ||
| Mobile Video Gross Media Spend Forecast at $268 Million in 2011; a Triple-Digit Jump Over 2010 | 491 | ||
| Gross Mobile Video Media Spend: 2009 - 2011 | 492 | ||
| Mobile Video Advertising Network Revenue and Gross Media Spend: Video 2009 - 2013 | 494 | ||
| Total Billed Inventory Reached 42.1 Billion Impressions in 2010; U.S. Market Claims 54.7% of Mobile Video Gross Media Spend | 495 | ||
| Mobile Video Advertising Network Billed Impressions Delivered by Geographic Region: 2010 | 496 | ||
| Mobile Video Paid Impressions by Geography: 2010 | 498 | ||
| Q & A’s | 500 | ||
| ADFONIC | 500 | ||
| ADITIC (a division of Sofialys) | 505 | ||
| ADMARVEL (A UNIT of OPERA SOFTWARE) | 510 | ||
| BUZZCITY | 516 | ||
| GREYSTRIPE | 521 | ||
| InMobi | 525 | ||
| JUMPTAP | 531 | ||
| MILLENNIAL MEDIA | 535 | ||
| MOBCLIX, a Velti company | 540 | ||
| MOBGOLD | 544 | ||
| MOBILE THEORY | 547 | ||
| MOOLAH MEDIA | 553 | ||
| RHYTHM NEWMEDIA | 559 | ||
| SMAATO | 564 | ||
| TRUMPIA | 568 | ||
| ZESTADZ | 572 | ||