Pre-Roll Video 2010 – 2012: Inventory Growth and Media Spend Analysis
AccuStream iMedia Research, July 2010, Pages: 96
This research report presents a rigorous, analytics based appraisal of pre-roll inventory growth, video views, insertion frequencies, sellout rates, CPMs and total market value. Extensive AccuStream data indicate pre roll inventory grew by 74% last year, while ad spend improved by 42%, the first year in a three-year cycle (currently expected to stretch into 2011) where excess supply exerts downward pressure on CPMs. Inventory and media spend is analyzed by content category (entertainment, news, sports, music, television, movies and hosted/upload networks such as YouTube, MySpace and Metacafe), site and aggregated brand, as well as paid placements made through video advertising networks. The supply of pre roll inventory has outpaced demand due to aggressive publishing activity and exploitation strategies. Insertion frequency increased from 1.5 content plays per unit in ‘08 to 1.4 across all inventory in ‘09, and trending higher. Moreover, pre roll inventory is widely available and sold on hosted/upload networks (particularly inside premium partner channels), along with expanding video publishing initiatives undertaken by major offline brands on destination sites designed in part to synchronize CPMs with broadcast counterparts. Combined with an array of online syndication partners such as Yahoo, offsite exploitation of branded content (i.e. Hulu, Fancast, TV.com), print properties adopting the ad unit, and more inventory allotted on highly trafficked kids’ sites, including Viacom and Disney properties are all forecast to boost market growth, but at a lower cost per unit. The online pre roll market is projected to adjust toward supply/demand equilibrium in 2012. Pre roll spend is forecast to increase 18% in 2011, and 21% in 2012. Advertising networks (including Adap.tv, BBE, Brightroll, Scanscout, Tremor Media and YuMe) accounted for 34% of pre roll media spend in 2009, a figure anticipated to reach 36% in 2010 and peak at 38% in 2011
EXECUTIVE SUMMARY
Online Pre Roll Video Advertising Macro Market Dynamics: Inventory Growth Outpacing
Media Spend
Pre-Roll Video Inventory: 2003 – 2012
Television Content (Short and Long-Form) Accounted for 36.6% of Pre-Roll Media
Spend in 2009
Large Cross-Platform Television and Internet Brands
Capture Pre Roll Media Spend Share
UGV and Pro Video Growth Rate Comparison 2006 - 2009
Pre Roll Video Advertising Networks to Benefit from Excess Inventory through 2011
SECTION ONE
Online Pre Roll Video Advertising Macro Market Dynamics: Inventory Growth Outpacing Media Spend
Pre-Roll Inventory Grew by 74.3% in 2009 (Including Inventory Made Available
Through Hulu, Kids’ Sites and Inside Premium Content Areas of YouTube)
Pre-Roll Media Spend Increased by 42.2% in 2009; 25% Rise Forecast for 2010
Pre-Roll Inventory and Media Spend: 2003 – 2012
Pre-Roll Video Advertising Inventory is Forecast at 42.5 Billion Units in 2010,
including and YouTube
Pre Roll Inventory Insertion Ratios
Pre Roll Media Spend: In-House vs Ad Network Sales
CPMs Declined Across Most Video Avail Formats in 2009
CPMs: 2007, 2008 and 2009 Comparison
Pre/Mid/Post Roll Video Advertising Inventory, Sales, CPM and Revenue
Worksheet: 2009
Pre/Mid Roll Video Advertising Inventory, Sales, CPM and Revenue
Worksheet: 2008
Glossary of Terminology Used in This Research Report
SECTION TWO
Pre Roll Media Spend by Content Category
Television Content (Short and Long-Form) Accounted for 36.6% of Pre-Roll Media
Spend in 2009
Pre Roll Gross Media Spend by Content Category: 2009
Pre-Roll Gross Media Spend: 2009 Vs. 2008
Pre-Roll Gross Media Spend: 2008
Pre Roll Media Spend Annual Share Comparison by Category: 2008 Vs. 2009
Long/Short-Form Premium Television Content (Including Cable TV Episodic
Programming and Hulu) Allotted 9.2 Billion Pre Roll Units in 2009
Pre-Roll Media Spend by Content Category: 2009
Pre-Roll Video Avails by Category: 2009 Vs. 2
Pre Roll Video Insertion Frequency Comparison: 2008 Vs. 2009
CPMs: 2007, 2008 and 2009 Comparison
Pre/Mid/Post Roll Video Advertising Inventory, Sales and CPMs by Content
Category: 2009
SECTION THREE
Large Cross-Platform Television and Internet Brands Capture Pre Roll Media Spend Share
Hulu (Operated by Fox, Nbc and Disney) Generated 17.6% of Total Pre Roll Media
Spend in 2009
Pre/Mid/Post Roll Video Advertising Media Spend by Aggregated Publisher Brand:
2009
Pre Roll Media Spend by Individual Site and Network: 2009
Pre/Mid/Post Roll Video Advertising Media Spend by Publisher Brands: 2009
SECTION FOUR
Hosted/Upload Network Pre Roll Inventory Becoming a Mainstream Media Buy, though
CPMs are Lower
UGV and Pro Video Growth Rate Comparison 2006 - 2009
Hosted/Upload Networks
Hosted/Upload Networks: 2009/2010
Pre Roll Gross Media Spend by Content Category: 2009
YouTube Category Share and Views: 2005 - 2009
YouTube Partner Channel Share Comparison: 2005 - 2009
YouTube Partner Views: Music and Television
SECTION FIVE
Pre Roll Video Advertising Networks to Benefit from Excess Inventory through 2011
Advertising Network Gross Pre Roll Billings at $206.3 Million in 2009
Pre Roll Advertising Network Gross Media Sales Growth: 2007 - 2012
CPMs: 2007, 2008 and 2009 Comparison
Online Video Advertising Platforms: Pre Roll, In-Stream Media Spend by 3rd Party
Providers
Online Video Advertising Platforms and Sales: 3rd Party Pre Roll Specialists
Pre Roll Media Spend: In-House vs Ad Network Sales
Q & A’s
Adap.TV
BBE
Scanscout
Spotxchange
Tremor Media
Yume Inc
- Adap.TV
- BBE
- Scanscout
- Spotxchange
- Tremor Media
- Yume Inc
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