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Online and Mobile Video Advertising Networks, Serving Platforms and Exchanges: Comparative Business Model, Media Spend, Inventory and Revenue Analytics
AccuStream iMedia Research, Aug 2011, Pages: 185
Mobile and Online Advertising Networks, Serving Platforms and Exchanges Forecast To Clear a Combined $5.65 Billion in 2011 Video Media Spend
Online and mobile advertising networks, serving platforms and exchanges are projected to clear an estimated $5.65 billion in gross video media spend in 2011, according to this interdisciplinary sector report. Contained in the report is a comprehensive, data-driven assessment of each sector, and the competitive cross currents interconnecting them. Media spend and net revenue growth trajectories are provided by sector, company and inventory format supported, that combined with business model analytics yields a complete inter-sector valuation, revealing multi-screen market dynamics and trends. Forecasts are carried out through 2013. Mobile ad networks and platforms are running video impressions through their systems at a rate that is expected to account for 4.7% of combined inter-sector gross video media spend in 2011, up from 2.4% in 2010, measured against filled inventory of 107.5 billion global impressions. Mobile video impressions are estimated to make up 7.9% of total inventory, often priced on a performance, or CPC basis (or eCPM equivalent), generating 18% of total billed mobile media. By contrast, online video ad networks, serving platforms and exchanges are on track to clear 340 billion impressions in 2011, normally paid against a CPM model. Online networks and platforms are intent on capturing a share of the mobile and connected devices ecosystem, making the requisite R & D investments and leveraging their existing client roster and relationships to do so. Top line revenue (historical and forecast), net revenue (gross media spend minus publisher payouts), gross media spend, total inventory, filled inventory, paid media, click-through rates, CPMs, CPC pricing, participation percentages and extensive business model analysis are detailed in the report by mobile and online solutions provider.
Online entrants analyzed include Audience Science, Blinkx, Brightroll, TREMOR VIDEO, YuMe Inc., SpotXChange, TidalTV, TubeMogul, Collective, Adap.tv, Liverail and adBrite and others. Mobile network and platform counterparts include Aditic, AdMarvel, AdFonic, Greystripe, MobileTheory, Millennial Media, Jumptap, Smaato and Zestadz, among others. In-depth Q & A's by provider augment the report's operations analytics.
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