Video Ad Clearing and Trafficking Platforms: Inventory, Media Spend and Business Channel Analytics: 2012 – 2014
AccuStream iMedia Research, August 2012, Pages: 267
Video ad networks, serving platforms, auctions, exchanges, RTBs, DSPs and SSPs are forecast to process $8.2 billion in 2012 connected device media spend, with 75.6% ($6.2 billion) attached to video formats. This sector report presents channel-by-channel economics that untangle the complexities of this dynamic market ecosystem, which includes formats supported, media cleared, served, total inventory, fill rates, CPMs, ad serving CPMs and social media CPV/CPCV pricing models that taken together yield net revenue accruing to service and technology providers, post any publisher payouts. Each market position is analyzed against monthly and annual inventory (current and historical—subtracting duplicated impressions, transactions), publisher relationships, CPMs, billing models, growth trajectories, percentage of sector spend by format channel (pre roll, in-banner, social video and VOD), domestic and international exposure. Video ad networks are forecast to clear and serve $1.3 billion in spend, trafficking platforms $5.7 billion (primarily video). Auctions and exchanges (public or private) are estimated to produce 6.7% in total sector spend in 2012. Combined, these integrated monetization platforms are poised to lock up $1.9 billion in 2012 net revenue (counting licensing fees) when including Google’s DoubleClick; $1.2 billion is attributable to video. Market expansion has exhibited a CAGR of 53.5% (2007 – 2012), and projected to deliver a CAGR of 48.6% through 2014. CPM-based business models (revenue share and flat-rate ad serving) account for 60% of sector revenue. Agency fees are estimated at $500 - $700+ million for the year. In-depth Q & A’s complement financial analytics, showcasing the sector’s leading participants: Adap.tv, Adobe Auditude, adRise, Affine, AudienceScience, BlackArrow, Blinkx, FreeWheel, Jun Group, Limelight Video Platform, MediaMind (part of DG), Mixpo, Pointroll, RocketFuel, Sharethrough, SpotXchange, TREMOR VIDEO, TubeMogul, Videology, Visible Measures and YuMe, among others. This inventory, media spend, business operations and sector analytics report is an investment instrument for agencies, brands, operators, consulting practices, technology, media services firms, VCs and investment banks.
EXECUTIVE SUMMARY
Sector and Market Position Analysis: Digital Video Ad Clearing and Trafficking are
High Growth, Highly Competitive Businesses
Digital Video Media Spend 2012 - 2014: Macro Market Growth Catalysts and
Solutions Provider Business Engagement Focus
Digital Content Choices, Video View Increases and Multi-Screen, 24/7 Continuous
Access Accelerating Video Clearing and Ad Serving Market Growth:
Video Ad Networks and Platforms: Non-Duplicated Media Spend (All Formats)
Cleared or Served Estimated At $8.2 Billion in 2012
Video Ad Networks, Ad Serving, Inventory Clearing and Demand Side Platforms: Media Spend 2008 – 2014
Video Media Spend Cleared by Ad Networks or Trafficked over Distribution
Platforms to Reach $6.2 Billion in 2012
Video Ad Networks, Ad Trafficking Platforms, Auctions, Exchanges and RTBs
Forecast to Earn $1.1 Billion in 2012 Revenue
Video Ad Networks, Platforms, Exchanges: Revenue Analysis and Share 2007 – 2014
DIGITAL VIDEO ADVERTISING TERMINOLOGY AND DEFINITIONS
SECTION ONE
Sector and Market Position Analysis: Digital Video Ad Clearing and Trafficking are
High Growth, Highly Competitive Businesses
Digital Video Media Spend 2012 - 2014: Macro Market Growth Catalysts and
Solutions Provider Business Engagement Focus
Digital Content Choices, Video View Increases and Multi-Screen, 24/7 Continuous
Access Accelerating Video Clearing and Ad Serving Market Growth:
Video Ad Network, Ad Serving Platforms, Auctions, Exchanges, RTBs, SSPs and
DSPs: Foundations Of Business Model Outlook and Market Position Sustainability
The Currency Powering the Digital Video Advertising Marketplace: Digital Video
Content Consumption Continues to Increase
Pre Roll Inventory Fundamentals 2012 – 2014: the Format Remains in High Demand
UGC and Pro Video Growth and View Share Summary: 2005 - 2011
Unscrambling the Market Puzzle: Sizing Duplicate Video Ad Network, Serving
Platform Impressions and Corresponding Media Spend
Inventory Duplication Analysis: 2008 – 2012
Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs
Legend: Video Ad Networks, Platforms, Auctions, Exchanges and RTBs
Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs, Mediation Layers, SSPs and DSPs 2008 - 2012
Video Ad Networks and Platforms: Non-Duplicated Media Spend (All Formats)
Cleared or Served Estimated At $8.2 Billion in 2012
Video Advertising Networks, Ad Serving Platforms, SSPs and DSPs
Video Media Spend Cleared by Ad Networks or Trafficked over Distribution
Platforms to Reach $6.2 Billion in 2012
Video Ad Networks, Ad Serving, Media Clearing and Demand Side Platforms:
Media Spend 2008 – 2014
CAGR Comparison: 2008 – 2014
Video Advertising Networks, Ad Serving Platforms, SSPs and DSPs
Business Model Analytics Overview: Video Ad Networks, Ad Serving Platform,
Auctions, Exchanges and RTBs
Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs: 2012
Billing and Payment Models: CPM, CPC, CPCV, CPV, CPE
Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs
Global Reach: the Audience Equation
Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs
Revenue Share, ECPM and CPM/Inventory Pricing Breakout by Platform and
Network
Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs
SECTION TWO
Video Ad Trafficking Platforms Set to Deliver $5.7 Billion in Multi-Format Media
Spend in 2012
Comparative Media Spend Associated with Market Segment: 2008 - 2012
Video Advertising Networks, Ad Serving Platforms, SSPs and DSPs
Legend: Video Advertising Networks, Ad Serving Platforms, SSPs and DSPs
Video Ad Networks, Ad Serving Platforms, Auctions and Exchanges to Clear and
Deliver $6.2 Billion in 2012 Video Media Spend
Video Advertising Networks, Ad Serving Platforms, SSPs and DSPs
Video Ad Networks: Media Spend Cleared and Delivered Forecast At $1.3 Billion in
2012, up 85% over 2011
Video Advertising Networks: Media Spend Analysis 2008 - 2012
Video Ad Network Inventory Analysis 2008 – 2012: Estimated 30% Impression
Duplication, 80% Fill Rates in 2012
Video Advertising Networks: Inventory and ECPM Analysis 2008 - 2012
Video Ad Serving/Trafficking Platforms
Video Ad Serving Platforms: 2008 - 2012
Video Ad Serving/Trafficking Platforms: 2008 - 2012
Video Exchanges and RTBs: Triple-Digital Media Spend Growth 2009-2012
Video Advertising Auctions, Exchanges and RTBs: 2008 - 2012
Social Video Campaign Spend by Platform
Social Video Advertising Networks and Platforms: Media Spend 2008 - 2012
Over-The-Top Platforms
Over-The-Top Video Advertising: Media Spend Analysis 2011 - 2012
SECTION THREE
Video Ad Networks, Ad Trafficking Platforms, Auctions, Exchanges and RTBs
Forecast to Earn $1.1 Billion in 2012 Revenue
Video Ad Networks and Platforms: Revenue by Category 2007-2014
Video Advertising Platforms: Revenue Analysis by Media Clearing/Serving Category
2007 - 2014
Video Ad Clearing and Serving 2007-2014: Sector Growth Profile
Video Ad Clearing and Serving CPM Share CAGR Analysis 2007-2014
Post Publisher Payout Topline Revenue Analysis
Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs, Mediation Layers, SSPs and DSPs: Revenue Analysis 2007 - 2012
Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs, Mediation Layers, SSPs and DSPs
Total Platform Revenue: CPM Share Revenue with Platform Licensing, Data,
Audience Targeting, Transactions and Usage Fees 2007 – 2014
Video Clearing, Ad Trafficking and Exchange Revenue Analysis: 2007 – 2014
Total Platform Revenue CAGR Analysis: 2007-2014
Platform Revenue Percent Media Spend: 2007-2014
Media Spend and Platform Revenue Comparison: Video Ad Networks, Serving Platforms, Exchanges and RTBs 2008-2014
Video Media Spend, Platform Revenue and Agency Fee Comparison: 2008-2014
Estimated Agency Fees: 2008-2014
Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs: Platform Revenue Analysis 2007 - 2014
Video Ad Trafficking: Scale, Reach, Technology and Integration Specialists
Video Ad Serving Platforms: Revenue Analysis 2007 - 2014
Video Advertising Networks: Managing the Media Buy and Delivering the
Audience
Video Advertising Networks: Platform Revenue Analysis 2007 - 2014
Auctions, Exchanges and RTBs: Experiencing High Growth
Video Auctions, Exchanges and RTBs: Platform Revenue Analysis 2007 - 2014
Social Video Ad Campaign Platforms and Networks
Social Video Advertising Networks: Platform Revenue Analysis 2007 - 2014
Over-The-Top Ad Platforms
Over-The-Top Video Advertising Solutions: Platform Revenue Analysis 2007 - 2014
SECTION FOUR
Q & A’s
ADAP.TV
ADBRITE
ADOBE AUDITUDE
ADRISE
AFFINE
AUDIENCESCIENCE
BLACKARROW
BLINKX
DOUBLEVERIFY
FREEWHEEL
INNOVATE MEDIA/OCULU
INTERNET BROADCASTING
JUN GROUP
LIMELIGHT VIDEO PLATFORM
MEDIAMIND (A Division Of DG)
MIXPO
POINTROLL
ROCKET FUEL
ROVION (A Unit Of Local Corporation)
SHARETHROUGH
SPOTXCHANGE
TREMOR VIDEO
TUBEMOGUL
VIDEOLOGY
VISIBLE MEASURES
YUME INC.
ACCUSTREAM RESEARCH: VIDEO AD CLEARING AND TRAFFICKING PLATFORMS TO PROCESS $6.2 BILLION IN 2012 MEDIA SPEND
Seaside, CA. Video ad networks, serving platforms, auctions, exchanges, RTBs, DSPs and SSPs are forecast to process $8.2 billion in 2012 connected device media spend, with 75.6% ($6.2 billion) attached to video formats, according to a sector research report produced by AccuStream Research.
The report, Video Ad Clearing and Trafficking Platforms: Inventory, Media Spend and Business Channel Analytics: 2012 – 2014, presents the channel-by-channel economics of formats supported, media cleared, served, total inventory, fill rates, CPMs, ad serving CPMs and social media CPV/CPCV pricing models that taken together yield net revenue accruing to service and technology providers, post any publisher payouts.
Each market position is analyzed against monthly and annual inventory (current and historical—subtracting duplicated impressions, transactions), publisher relationships, CPMs, billing models, growth trajectories, percentage of sector spend by format channel (pre roll, in-banner, social video and VOD), domestic and international exposure.
Video ad networks are forecast to clear and serve $1.3 billion in spend, trafficking platforms $5.7 billion (primarily video). Auctions and exchanges (public or private) are estimated to produce 6.7% in total sector spend in 2012.
Combined, these integrated monetization platforms are poised to lock up $1.9 billion in 2012 net revenue (counting licensing fees) when including Google’s DoubleClick; $1.2 billion is attributable to video.
Market expansion has exhibited a CAGR of 53.5% (2007 – 2012), and projected to deliver a CAGR of 48.6% through 2014.
CPM-based business models (revenue share and flat-rate ad serving) account for 60% of sector revenue. Agency fees are estimated at $500 - $700+ million for the year.
In-depth Q & A’s complement financial analytics, showcasing the sector’s leading participants: Adap.tv, Adobe Auditude, adRise, Affine, AudienceScience, BlackArrow, Blinkx, FreeWheel, Jun Group, Limelight Video Platform, MediaMind (part of DG), Mixpo, Pointroll, RocketFuel, Sharethrough, SpotXchange, TREMOR VIDEO, TubeMogul, Videology, Visible Measures and YuMe, among others.
“AccuStream Research inventory, media spend, business operations and sector analytics reports are investment instruments for agencies, brands, operators, consulting practices, technology, media services firms, VCs and investment banks,” commented research director Paul A. Palumbo.
ADAP.TV
ADBRITE
ADOBE AUDITUDE
ADRISE
AFFINE
AUDIENCESCIENCE
BLACKARROW
BLINKX
DOUBLEVERIFY
FREEWHEEL
INNOVATE MEDIA/OCULU
INTERNET BROADCASTING
JUN GROUP
LIMELIGHT VIDEO PLATFORM
MEDIAMIND (A Division Of DG)
MIXPO
POINTROLL
ROCKET FUEL
ROVION (A Unit Of Local Corporation)
SHARETHROUGH
SPOTXCHANGE
TREMOR VIDEO
TUBEMOGUL
VIDEOLOGY
VISIBLE MEASURES
YUME INC.
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