Digital Video Advertising 2011 – 2014

AccuStream iMedia Research, October 2011, Pages: 241

Digital Video Advertising Forecast at $5.6 Billion In ’11

Digital video advertising is projected to rise by 41% in 2011 to $5.6 billion, according to a sector analytics report published by AccuStream Research.

The report, Digital Video Advertising: 2011 - 2014 consolidates multiple video inventory formats across platforms including in-page video executions, pre/post/mid roll, mobile video advertising, paid viral placements, overlays and podcasting.

Corresponding gross media spend for each format is presented in detail, calculated against CPMs, sellout rates, impressions delivered by ad serving platforms, or cleared through auction/mediation environments plus insertion frequencies for pre roll executions that, when combined, reveal the size and scope of the market.

Digital video media spend spiked 89% in 2010, a growth spurt triggered in part by substantial levels of YouTube pre roll inventory entering the ad ecosystem, and further buoyed by another strong performance contributed by the in-page video execution. The growth rate in 2010 was the highest seen since 2006 when the market rose by 130.4%.

The report’s four sections are segmented by inventory type. Each section details total inventory, insertion frequencies, impressions served, market and site CPMs which yield media spend. Each section contains relevant Q & A’s with the industry’s leading executives at the forefront of clearing digital video inventory.

In-page executions lead the market, on pace to generate the largest share of video spend once again in 2011, estimated at 59.2% of the gross, followed by pre roll at 29.2%, paid viral campaign placements capturing 6.5%, mobile ringing up 2.9%, overlays 1.9% and podcasting (video only) at .3%.

The report provides historical gross media spend analysis by format dating back to 2003, including sales contributions made by video ad networks.

The market remains squarely focused on transaction transparency, broadcast scale inventory, maturing mediation environments, predictive campaign analytics, sophisticated audience targeting, plus filtering and rules mechanisms.

“Digital video advertising is leading the inevitable march toward media spend accountability,” commented research director Paul A. Palumbo. “Across the inventory spectrum, additional monetization and partnership options for publishers, marketers and solutions providers are also being realized,” he added.

EXECUTIVE SUMMARY

Digital Video Media Spend (Combining all Video-Related Executions Such as
Overlays, Podcasting and Mobile) is Forecast at $5.6 Billion Market in 2011
Digital Video Gross Media Spend: 2003 - 2014
Digital Video Media Spend Rose by 89% in 2010; 41% Growth Forecast in 20
Pre Roll Inventory Spiked by Triple-Digits in 2010 as YouTube Began to Aggressively Incorporate and Monetize with the Format
Mobile Video Media Spend Forecast to Grow at Triple-Digit Rates through 2012

GLOSSARY of TERMS

SECTION ONE

Introduction and Overview: Digital Video Inventory Growth, Transaction Transparency
and Market Expansion
Macro-Market Dynamics
Digital Video Media Spend (When Combining all Video-Related Executions such as
Overlays, Podcasting and Mobile) is Forecast at $5.6 Billion Market in 2011
Digital Video Gross Media Spend: 2003 - 2014
Digital Video Media Spend Rose by 89% in 2010; 41% Growth Forecast in 2011
Broadcast Scale Inventory: the In-Page Video Format Continues to Capture the Largest Media Spend Share and Percentage of Digital Video Advertising
Digital Video Advertising Media Spend: 2011 by Format
In-Page and Pre Roll Video Media Spend Totals and Comparison: 2003 - 2014
Pre Roll Inventory Notched Triple-Digit Growth in 2010 as YouTube Began to Aggressively Incorporate and Monetize with the Format
In-Page and Pre Roll Video Inventory Growth: 2003 - 2014
Mobile Video Media Spend Forecast to Grow at Triple-Digit Rates through 2012
Mobile Video Media Spend: 2009 - 2014
In-Page, Pre Roll and Mobile Video Media Spend Totals and Comparison: 2003-201
Video Overlay Impressions Estimated at 62.9 Billion in 2011
Video Overlay Impressions: 2008 – 2014
Viral Video Campaigns Forecast to Generate $362 Million in Paid Media in 201
Viral/Paid Promotional Video Advertising Campaigns: 2008 - 2011
Podcast Video Inventory Forecast at 4.4 Billion Units in 2011
Podcasting Video Inventory and Gross Billings: 2007 - 2014
Digital Video Media Spend: Continued Double-Digit Growth through 2014
Digital Video Media Spend Growth by Platform and Format: 2003 - 2014
In-Page and Pre Roll Video Account for 88.4% of Gross Media Spend in 2011
Digital Video Spend Share Analysis: 2008 - 2012
CPM Analysis by Format: Premium Pre Roll Steady in 2011
CPMs: 2007- 2011 Comparison
CPM Analysis: Pre Roll CPMs Trend Down When YouTube Inventory Included in Total Media Spend
CPMs: 2007- 2011 Comparison

SECTION TWO

In-Page Video Ad Impression Market Dynamics, Solution Provider Expertise and Campaign Engagement Focus
In-Page Video Ad Serving Platforms Projected to Deliver Gross Media Spend of $3.3 Billion in 2011
In-Page Video Impressions and Media Spend: 2003 – 2014
In-Page Video Media Spend Forecast to Reach $5.9 Billion by 2014
In-Page Video Ad Serving Platforms to Generate Net Revenue of $769 Million in 201
In-Page Video Ad Serving Platform Net Revenue: 2007 - 2014
In-Page Video Ad Serving Platforms and Services: Gross Media Spend
In-Page Video Advertising Platforms: Impressions Delivered 2008 - 2010
In-Page Video Solutions and Platforms: Business Models
In-Page/Multi-Screen Video Ad Serving Platforms and Services: Net Revenue Analysis
Q & A’s
Eyewonder
Freewheel
Limelight Mobility and Monetization Platform
Mediamind Technologies
Pointroll

SECTION THREE

Pre Roll Video Advertising Market Primer: Dramatic Inventory Growth in 2010 – 2014 combined with More Monetization Options to Clear It
Market Trends: More Video Inventory is Accessible, and More Monetization Options
are Effectively Clearing Media
Pre-Roll Media as a Monetization Format Online Continues to Blossom: Spend
Increased by 85.9% in 2010; 45% Upswing Forecast for 2011
Pre-Roll Inventory and Media Spend: 2003 – 2014
Pre-Roll Video Advertising Inventory Forecast at 165.5 Billion Units in 2011, Including Social Media Environments and YouTube
Pre-Roll Inventory and Media Spend Growth Comparison
Less Inventory Allocation Balanced Against Advertiser Desire for Greater Impression Dwell Time: Lower Pre Roll Insertion Frequency Seen in 2011; Longer Spot Length
Pre Roll Inventory Insertion Ratios
Pre Roll Insertion Frequency Comparable Was 2.2 in 2010 when Including YouTube
Inventory
Pre Roll Inventory Insertion Ratios
Pre Roll Media Spend: In-House vs. Ad Networks, Exchanges
CPMs 2011: Holding Steady for Premium Pre Roll; Increasing for Custom Search
Inventory; Slight Dip Across all Pre Roll Inventory
CPM Analysis by Format: Premium Pre Roll Steady in 2011
CPMs: 2007- 2011 Comparison
CPM Analysis: Pre Roll CPMs Trend Down When YouTube Inventory Included in Total Media Spend
CPMs: 2007- 2011 Comparison
Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2011 (Full-Year Estimates)
Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2010
Q & A’s
AudienceScience
Blinkx
Brightroll
Collective
Rocket Fuel
Spotxchange
Tidaltv
Tremor Video
Tubemogul
Turnhere.com
Vidsense
Visible Measures
Yume Inc.

SECTION FOUR

Global Mobile Video Gross Media Spend Forecast at $268 Million in 2011; a Triple-Digit Surge Over 2010
U.S./North America Contributes 60% of the Global Total
Gross Mobile Video Media Spend: 2009 - 2011
U.S. Mobile Video Media Spend Forecast at $160 Million in 2011 (Mobile Ad Networks Only)
Mobile Video Media Spend: 2009 - 2014
Total Billed Inventory Reached 42.1 Billion Impressions in 2010; U.S. Market Claims
54.7% of Mobile Video Gross Media Spend
Mobile Video Advertising Network Billed Impressions Delivered by Geographic Region: 2010
Mobile Video Paid Impressions by Geography: 2010
ECPM Sample Pricing Conversion Grid
Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011
Total Filled Impressions and Total Filled Video Impressions Comparison: 2009-2011
Mobile Video Filled Impressions at 11.6% of Total Impressions Running on
Networks, Platforms and Inside Exchanges that Support Video
Total Filled Mobile Impressions and Video Impression Comparison: 2009 - 2011
ECPM Analysis: Mobile Video Spend and Impressions Filled 2009 - 2011
Mobile Video Gross Media Spend Estimated at 14.8% of Total Mobile Gross Media Spend in 2011
Global Mobile Advertising Network Revenue and Gross Media Spend: 2009 - 2013
Mobile Video Ad Networks Forecast to Claim 67.8% of Video Gross Media Spend in 2011
Gross Media Spend by Mobile Video Market Position: Ad Networks vs.
Platforms/Exchanges
Mobile Video Advertising Network Revenue and Gross Media Spend: 2009 – 2013
Mobile Video Exchange/Platform Revenue and Gross Media Spend: 2009 – 2013
Mobile Video Advertising Networks, Platforms and Exchanges are Forecast to Earn
$442 Million in Net Revenue in 2011
Mobile Video Advertising Network Revenue and Gross Media Spend: all Formats 2009 - 2013
Q & A’s
Adfonic
Aditic (A Division of Sofialys)
Admarvel (A Unit of Opera Software)
Amobee
Greystripe
Millennial Media
Mobclix, a Velti Company
Mobile Theory
Rhythm Newmedia
Smaato
Zestadz

- 4G Eyewonder
- Adfonic
- Aditic (A Division of Sofialys)
- Admarvel (A Unit of Opera Software)
- Amobee
- AudienceScience
- Blinkx
- Brightroll
- Collective
- Freewheel
- Greystripe
- Limelight Mobility and Monetization Platform
- Mediamind Technologies
- Millennial Media
- Mobclix, a Velti Company
- Mobile Theory
- Pointroll spectrum
- Rhythm Newmedia
- Rocket Fuel
- Smaato
- Spotxchange
- Tidaltv
- Tremor Video
- Tubemogul
- Turnhere.com
- Vidsense
- Visible Measures
- Yume Inc.
- Zestadz

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