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Pre-Roll Video Avails 2001 - 2006: A Site, Network and Aggregated Brand Analysis
AccuStream iMedia Research, July 2006
Now entering its 6th year as a publishing platform, content migration to broadband is creating new, sophisticated and verifiable exploitation options for agencies, rights holders and networks: The pre roll avail or ad unit is now a gateway to some 94% of all free or ad supported content streams online.
This report breaks out pre roll inventory by site, brand (i.e. TimeWarner, Yahoo, Viacom, Fox, NBC, Microsoft and
others) and analyzes dozens of individual sites with pre roll inventory.
Pre roll inventory (or video streams with pre roll units available) has grown at an average rate of 105.2% over the past six years, compared to free or ad supported video streams, which averaged 72.3% over the same period
Over that period of time, there has also been an increase in the frequency of pre roll availability or insertions, namely the number of pre roll units as a percentage of total streams served has steadily increased
In 2006, that figure is close to 1 to 1 (or, one pre roll ad unit for every stream accessed, on average)
Top line report findings and analysis:
- In 2001, 43% of total ad supported or free video streams were being sold against pre roll inventory
- That number jumped to 81% in 2002, a time when pre roll units became more in demand, and at times, scarce
- The comparable figure has continue to rise since 2002, with 2003 at 86.5%, 2004 at 90% and 2005 at 96%
- So far in 2006 (January through April) there is pre roll inventory available across site that control 95% of total free or ad streams
- Typical of early usage patterns set in 2006 year to date, major offline and online media brands control most of the aggregated inventory
- However, there is also a diverse and vibrant group of independent (including sites such as StupidVideos.com, Roo, AtomFilms etc.) and non affiliated sites (many that also have offline assets such as the WWE, NBA, Comcast.net, Discovery and others) that control anywhere from 25% - 33% of streams per month in 2006
- Yahoo controlled 23.97% of free or ad supported video streams during the January through April 2006 timeframe
- TimeWarner followed with 13.7%
- Microsoft with 11.40%
- Viacom with 8.54%
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