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Pre-Roll Video 2010 – 2012: Inventory Growth and Media Spend Analysis Product Image

Pre-Roll Video 2010 – 2012: Inventory Growth and Media Spend Analysis

  • Published: July 2010
  • Region: Global
  • 96 Pages
  • AccuStream iMedia Research

FEATURED COMPANIES

  • Adap.TV
  • BBE
  • Scanscout
  • Spotxchange
  • Tremor Media
  • Yume Inc
  • MORE

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 READ MORE >

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

Question Does this report cover main players (video ad networks, publishers and ad agencies) for markets outside the US, specifically Europe and Australia?
Answer This report is primarily focused on the US, so it does not contain information regarding the European or Australian market.
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