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Streaming Media Advertising: Spending Analysis by Avail, Brand and Content Category
AccuStream iMedia Research, June 2007, Pages: 285
STREAMING MEDIA ADVERTISING 2003 - 2008: SPENDING ANALYSIS BY AVAIL, BRAND AND CONTENT CATEGORY
Streaming media (audio and video) advertising is forecast at $1.37 billion in 2007, up 38% over 2006, according to the latest industry wide analysis report.
The research report, Streaming Media Advertising 2003 - 2008: Market Spend by Avail, Brand and Content Category, breaks down the multiple revenue components driving growth for the period 2003 - 2008, both by video category (including UGV) and Internet music radio.
The research report rates, prices and quantifies avails, including pre roll video, in stream video, audio gateways, audio in stream, embedded ad units, in game video impressions, CPC and more by year.
The author estimates 2.1 - 2.7 billion streams/progressive download views per month inside professional, ad supported or free content areas (excluding UGV) sold against inventory averaging 1.4 - 1.6 billion pre roll avails.
Pre roll is forecast to make up 26.7% of gross video ad spend in 2007 (excluding pre roll or interstitial units sold against long-form content), and 28.5% in 2008.
By contrast, embedded or in-page placements make up an estimated 58.8% of gross billings in 2007, and forecast at 55.9% in 2008.
Based on demand indicators, including high sell out rates, rich CPMs and trained cross-platform sales teams, inventory sold against long-form TV shows published by major networks will grow substantially over the next few years.
In game video ads are forecast to grow faster than the overall market. UGV is expected to generate noteworthy ad dollars, particularly from embedded video placements, but continued hesitation on the part of brands and agencies to tackle the chaos of the category suggests incremental steps toward mainstream exploitation.
CPC (cost per interactive click) applications which enable screen over lays and or crawls are being deployed and finding some traction, and could become regular features on larger aggregated catalog sites such as Amazon.com, music video sites and premium content sites published by the networks.
The report presents detailed question and answer sessions and profiles with syndication platforms, video application providers, sites, networks, music radio broadcasters, UGV ad networks, audio and video rep firms and more.
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