Pre-Roll Video Inventory and Media Spend: 2003 - 2010
AccuStream iMedia Research, May 2009, Pages: 90
Pre-roll video advertising sold online against premium inventory (short and long-form branded content) is forecast at $560 million in 2009, and increase of 31.6% over ‘08. The report, Pre-Roll Video Inventory and Media Spend: 2003 – 2010 presents a rigorous, analytics-driven appraisal of historical, current and forecast market value attached to the pre-roll avail, incorporating total views, insertion ratios, inventory, sellout rates and CPMs that lead to gross media spend. Media spend is detailed by site, brand, aggregated brand, and across content categories including television, entertainment, kids, news, sports, music and movies. A breakout between direct versus 3rd party/remnant placement is examined in depth.
EXECUTIVE SUMMARY
Pre-roll inventory grew by 12.6% in 2008; Pre-roll media spend forecast to increase by 31.6% in 2009
Pre-roll video advertising inventory is forecast at 23.9 billion units in 2009
News content accounts for 32.1% of pre-roll media spend in 2008
ABC (including ABCNews and ABC O & Os), Turner New Media and Hulu account for a combined 30.6% of pre-roll media spend in 2008
Video advertising network gross pre-roll (remnant) advertising billings at $116.4 million in 2008
SECTION ONE
Pre-roll inventory grew by 12.6% in 2008; Pre-roll media spend forecast to increase by 31.6% in 2009
PRE-ROLL INVENTORY AND MEDIA SPEND
Pre-roll ads inserted on average every 1.5 video content plays in 2008; ratio forecast to remain steady in 2009
ONLINE VIDEO MEDIA SPEND BY AVAIL TYPE: 2003 - 2010
Direct sales teams will place 60% of pre-roll inventory in 2009
PRE ROLL MEDIA SPEND: IN-HOUSE VS AD NETWORK SALES
CPMs declined slightly across most video avail formats in 2008
CPMs: 2007 and 2008 COMPARISON
Pre-roll CPMs are still holding in the low $20 range for short-form content, low $30s for long-form content
PRE/MID ROLL VIDEO ADVERTISING INVENTORY, SALES, CPM AND REVENUE WORKSHEET: 2008
TERMINOLOGY USED IN THIS RESEARCH REPORT
SECTION TWO
News content accounts for 32.1% of pre-roll media spend in 2008
PRE-ROLL GROSS MEDIA SPEND: 2008
Long-form premium television content attracts 72.1% of gross media spend in the television category
TELEVISION PRE-ROLL GROSS MEDIA SPEND BY FORMAT
Entertainment/kids television has a lower than average pre-roll insertion ratio per content plays, and the highest level of intra-brand media placement
News is being monetized with pre-roll video on a one-to-one basis
CONTENT PLAYS PER VIDEO AD INSERTION: PRE-ROLL 2008
Premium pre-roll placed against long-form TV content topped CPM ranges in 2008
SECTION THREE
ABC (including ABCNews and ABC O & Os), Turner New Media and Hulu account for a combined 30.6% of pre-roll media spend in 2008
PRE/MID ROLL VIDEO ADVERTISING MEDIA SPEND SHARE BY AGGREGATED BRAND: 2008
The top twenty aggregated brands generated 94.8% of pre-roll gross media spend in 2008
PRE-ROLL GROSS MEDIA SPEND BY ASSOCIATED BRAND: 2008
Q & A
COMCAST.NET
COMEDYCENTRAL.COM/ATOM.COM
FOX/NBC/HULU
HEAVY.COM
MSNBC.COM
TURNER NEW MEDIA ENTERTAINMENT
VEOH.COM
WEATHER.COM
SECTION FOUR
3rd Party video advertising network aggregated pre-roll (remnant) inventory is in demand, but it’s a highly charged and competitive sales environment
Video advertising network gross pre-roll advertising billings at $103 million in 2008
VIDEO ADVERTISING NETWORKS PRE-ROLL GROSS BILLINGS: 2007 - 2010
Tremor Media and BBE capture double-digit share of gross media spend in remnant pre-roll segment
3rd party video advertising networks place 24% of media bought against pre-roll inventory in 2008
AD NETWORK SHARE OF PREMIUM PRE-ROLL GROSS BILLINGS: 2008
Hosting, insertion and CMS fees playing an increasing role in remnant pre-roll network revenue
Q & A
BRIGHTROLL
BBE (BROADBAND ENTERPRISES)
SPOTXCHANGE
TREMOR MEDIA
WORLDNOW
YUME NETWORKS
- BBE (BROADBAND ENTERPRISES)
- BRIGHTROLL
- COMCAST.NET
- COMEDYCENTRAL.COM/ATOM.COM
- FOX/NBC/HULU
- HEAVY.COM
- MSNBC.COM
- SPOTXCHANGE
- TREMOR MEDIA
- TURNER NEW MEDIA ENTERTAINMENT
- VEOH.COM
- WEATHER.COM
- WORLDNOW
- YUME NETWORKS
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