In-Stream and Digital Video Advertising: 2012 – 2015
AccuStream iMedia Research, November 2012, Pages: 123
In-stream and digital video advertising momentum rolled forward 52.1% in 2012 to $7.6 billion, capping off a nine-year CAGR run of 62.5%, with more growth ahead. This inventory and spend report presents a systematic, data-driven study of this flourishing market sector by format and platform. The ecosystem’s twin pillars, in-stream and in-page formats, own a combined 86.7% share of the sold market. Third-party video ad networks cleared a 21.4% piece of the $2.5 billion in-stream total. Research data explains notable adjustments being made to available in-stream inventory (pre/mid/post-roll), and corresponding media spend specifically, by site, network, channel and service. Expansion of mid/post-roll inventory supporting premium broadcast network properties, cable channel sites, allocated inside Hulu and YouTube (the latter seen across all themed and partner channel content) has been pronounced. As a result, in-stream insertion frequencies have increased over the past year, and now stand at 1-to-1.04 (or 1-to-2.72 when including YouTube), up from 1-to-1.6 in 2011. A detailed data portrait of YouTube’s monetization strategies over the past three years examines insertion frequencies across themed content and partner channels, deployment of TrueView inventory, including the mobile platform, and likewise enthusiast content areas where ad skip technology is less prominent or absent. In-page impressions continue to pace the market, capturing 53.5% of total video spend in 2012. However, emerging platforms and environments (mobile, social and OTT/VOD billings) are forecast to generate 23.4% share by 2015, up from 10.3% today. Mobile/tablet in-stream video advertising is surging, advancing 235% in 2012, with inventory cleared directly, and also effectively though mobile ad networks. YouTube, its brand marketer and agency partners, in particular, have teamed to deliver a sophisticated mobile app and in-stream advertising opportunity, highlighted by compelling, innovative creative in some cases. Inventory formats (in-stream, in-page, overlay), growth rates, sellout, pricing (CPM, CPC, CPV, CPCV) and platform related spend (online, mobile, social, OTT/VOD) are included in this report. Overlay placements more than doubled in 2012 to 189 billion impressions. This comprehensive research study provides investors, brand managers, agencies, advertisers and platform vendors valuable insight into the digital video advertising market present and future, with ample underlying historical data and perspective.
EXECUTIVE SUMMARY
In-Stream and Digital Video Advertising Expands to a $7.6 Billion Market in 2012
In-Stream and Digital Video Media Spend: 2003 – 2015
In-Stream Video: Pre/Mid/Post-Roll Inventory is Expanding
YouTube’s Tech, Gaming, Beauty & Fashion Partner Channels Have Higher In-Stream
Insertion Frequencies, Lower Allocation of Skippable Inventory
Emerging Platforms and Market Segments Capture 10.3% of In-Stream and Digital
Video Media Spend in 2012
OTT/VOD Video Ad Market Growth to Benefit from R & D/Platform Investment and
Strong Demand for Content
In-Stream and Digital Video Media Spend: 2003 – 2015
Mobile Video Advertising Terms and Definitions
PC/Digital Video Advertising Terminology and Definitions
SECTION ONE
In-Stream and Digital Video Advertising Expands to a $7.6 Billion Market in 2012
In-Stream and Digital Video Media Spend: 2003 - 2015
In-Stream and Digital Video Media Spend by Platform and Format: 2003 - 2015
In-Stream and Digital Video Media Spend: Annual Growth Analysis: 2004 - 2015
Twin Pillars of Digital Video Monetization: In-Page and In-Stream Video Media
Spend Support 86.7% of the 2012 Total Market
In-Stream and Digital Video Media Spend Share by Platform and Format: 2003-2015
Mobile Video Advertising: Platform R & D Investment Provide the Tech Foundation for Sustained Media Spend Growth
In-Stream and Digital Video Inventory and Media Spend Analysis Summaries by
Segment and Format
In-Page Video Impressions and Media Spend: 2003 - 2015
In-Stream Video: Pre/Mid/Post-Roll Inventory is Expanding
Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 – 2015
Video Ad Networks Capture 21.4% of Total In-Stream Media Spend in 2012
Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 - 2
YouTube In-Stream Monetization Strategy Aimed at Enthusiast, Niche Demographic Segments
YouTube Video Advertising Inventory Analysis 2012: Themed Categories
YouTube’s Tech, Gaming, Beauty & Fashion Partner Channels Have Higher
In-Stream Insertion Frequencies, Lower Allocation of Skippable Inventory
YouTube Video Advertising Inventory Analysis 2012: Partner Channels
In Spurts: In-Page and In-Stream Inventory Has Exhibited Heartbeat Spikes
2009/2010 In-Stream Inventory Spikes Directly Tied to YouTube Monetization Efforts
In-Page and In-Stream Video Inventory Growth: 2003 - 2015
YouTube Video Category Analysis and Pre Roll Video Inventory Allocation: 2010
In-Stream Media Spend Continues to Increase Share
In-Page and In-Stream Video Media Spend Totals and Comparison: 2003 - 2015
Mobile Video Media Spend Jumps by 235.8% in 2012
Mobile Video Media Spend: 2009 - 2015
Overlay Media Spend Clicks to $228 Million in 2012
Video Overlay Impressions and Media Spend: 2008 - 2015
Social Video Media Spend Increases 112.1% in 2012
Social Video Media Spend: 2008 - 2015
OTT/VOD Media Spend Up by 160% in 2012
VOD Advertising/Over-The-Top Media Spend: 2008 - 2015
SECTION TWO
In-Stream Video: Pre, Mid, Post-Roll and In-Screen Overlay Analysis
Pre/Mid/Post-Roll Video Media Spend: 2003 - 2015
Mid-Roll Inventory Increased Significantly in 2012: In-Stream and Digital Video
Media Spend Up by 63%
Pre/Mid/Post-Roll Inventory and Media Spend: 2003 - 2015
Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 - 2015
The In-Stream Media Market Has Been Characterized by Double-Digit Inventory
and Media Spend Growth Over the Period 2003 – 2012
Pre/Mid/Post-Roll Inventory and Media Spend Growth Comparison
In-Stream CPM and Video Inventory Pricing Shifts: 2007 - 2012
Inventory Pricing Models/CPMs by Format/Execution: 2007- 2012 Summary
Average Annual Comparison
Video Ad Insertion Frequency Increases Considerably in 2012
Pre/Mid/Post-Roll Inventory Insertion Ratios
Video Ad Insertion Frequency Analysis Including YouTube Inventory: 2012
Pre/Mid/Post-Roll Inventory Insertion Ratios
The Evolution and Maturation of YouTube In-Stream Advertising: 2009 – 2012
YouTube Video Advertising Inventory Analysis 2012
YouTube In-Stream Media Spend at $302 Million in 2012
YouTube Video Advertising Inventory Analysis 2012
In-Stream Inventory, Insertion Ratios, Formats, CPMs, Sell-Out Rates, Media Spend and Spot Length Analysis 2012: a Complete Market Analysis by Site
In-Stream Video Advertising Inventory, Sales, CPM and Media Spend Analysis:
2012 (Full-Year Estimates)
Video Advertising Networks Generate 21.4% of In-Stream Spend in 2012
Pre/Mid/Post-Roll Media Sales: In-House vs. Ad Networks
Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 - 2015
Video Ad Networks Bill $544 Million Against Available In-Stream Inventory in 2012
Video Advertising Networks: Media Spend Analysis 2008 - 2012
Video Advertising Networks: Inventory and ECPM Analysis 2008 - 2012
Overlay Impressions Double in 2012
Video Overlay Impressions and Media Spend: 2008 - 2015
Overlay Media Spend Captures 3% of the In-Stream and Digital Video Advertising
Market in 2012
In-Stream and Digital Video Media Spend Share by Platform and Format: 2003 - 2015
SECTION THREE
In-Page/In-Banner Video Inventory and Media Spend Analytics: Inventory and Media Spend Growth Align
Impressions Rise by 35.4%; Media Spend Tracks in at 36.8% in 2012
In-Page Video Impressions and Media Spend: 2003 - 2015
In-Page/In-Banner Video Ad Serving Platforms: Impressions Served 2008 - 2012
In-Page/In-Banner Video Ad Serving Platforms: Media Spend 2008 - 2012
Video Ad Serving Platforms: 2008 - 2012
In-Page and In-Stream Video Inventory Growth: 2003 - 2015
Pre/Mid/Post-Roll Inventory Expansion Closing the Media Spend Gap with In-Page Video
In-Page and In-Stream Video Media Spend Totals and Comparison: 2003 - 2015
SECTION FOUR
Emerging Platforms: Mobile, Social, OTT/VOD Video Inventory and Media Spend Analytics
Emerging Platforms and Market Segments Capture 10.3% of In-Stream and Digital Video Media Spend in 2012
In-Stream and Digital Video Media Spend Share by Platform and Format: 2003-2015
Mobile Video Media Spend Jumps 235% in 2012
Mobile Video Media Spend: 2009 - 2015
Mobile Video Advertising Networks and Ad Clearing Platforms: Filled and Billed
Inventory: 2009 - 2012
Mobile Video Ad Networks Supporting Video Formats Exclusively Have Higher
Fill Rates
Mobile Video Advertising Networks and Ad Clearing Platforms: Fill Rates 2009-2012
Mobile Video Inventory is Priced both on a CPM and Against Performance (CPC, CPY)
Mobile Video Advertising Networks and Ad Clearing Platforms: Fill Rates and
Inventory Pricing 2011 - 2012
Filled Mobile Video Impressions Rose by 215% in 2012
Mobile Video Advertising Networks and Ad Clearing Platforms: Fill Rates 2009-2012
YouTube Deploys Trueview Technology Against Mobile Video Viewing
High Production Value In-Stream Video Advertising Well Integrated into the
YouTube App Suggests Lower Skip Rates
YouTube Mobile Inventory and Media Spend by Content Channel: 2012
Mobile Video Advertising Captures 4.6% of In-Stream/In-Page Media Spend in 2012
In-Page, In-Stream and Mobile Video Media Spend Totals: 2003 - 2015
PC and Mobile Pre/Mid/Post-Roll Inventory and Media Spend Growth Comparison
Social/Click-To-View/Viral Video Advertising: Media Spend Doubles in 2012
Social Video Media Spend: 2008 - 2015
Social Video Advertising Networks and Platforms: Media Spend 2008 - 2012
OTT/VOD: Limited Inventory, High Demand and Rich CPMs
VOD Advertising/Over-The-Top Media Spend: 2008 - 2015
Over-The-Top Video Advertising: Media Spend Analysis 2011 - 2012
ACCUSTREAM RESEARCH: IN-STREAM AND DIGITAL VIDEO ADVERTISING ROLLS TO A $7.6 BILLION MARKET IN 2012
Seaside, CA. In-stream and digital video advertising momentum rolled forward 52.1% in 2012 to $7.6 billion, capping off a nine-year CAGR run of 62.5%, with more growth ahead, concludes an inventory and spend report by AccuStream Research.
The report, In-Stream and Digital Video Advertising: 2012 - 2015 presents a systematic, data-driven study of this flourishing market sector by format and platform.
The ecosystem’s twin pillars, in-stream and in-page formats, own a combined 86.7% share of the sold market. Third-party video ad networks cleared a 21.4% piece of the $2.5 billion in-stream total.
Research data explains notable adjustments being made to available in-stream inventory (pre/mid/post-roll), and corresponding media spend specifically, by site, network, channel and service.
Expansion of mid/post-roll inventory supporting premium broadcast network properties, cable channel sites, allocated inside Hulu and YouTube (the latter seen across all themed and partner channel content) has been pronounced.
As a result, in-stream insertion frequencies have increased over the past year, and now stand at 1-to-1.04 (or 1-to-2.72 when including YouTube), up from 1-to-1.6 in 2011.
A detailed data portrait of YouTube’s monetization strategies over the past three years examines insertion frequencies across themed content and partner channels, deployment of TrueView inventory, including the mobile platform, and likewise enthusiast content areas where ad skip technology is less prominent or absent.
In-page impressions continue to pace the market, capturing 53.5% of total video spend in 2012. However, emerging platforms and environments (mobile, social and OTT/VOD billings) are forecast to generate 23.4% share by 2015, up from 10.3% today.
Mobile/tablet in-stream video advertising is surging, advancing 235% in 2012, with inventory cleared directly, and also effectively though mobile ad
networks.
YouTube, its brand marketer and agency partners, in particular, have teamed to deliver a sophisticated mobile app and in-stream advertising opportunity.
Inventory formats (in-stream, in-page, overlay), growth rates, sellout, pricing (CPM, CPC, CPV, CPCV) and platform related spend (online, mobile, social, OTT/VOD) is included in this report. Overlay placements more than doubled in 2012 to 189 billion impressions.
Customers who bought this item also bought
All rights reserved. © Copyright 2013 Research and Markets WWW5
Terms and Conditions Privacy Policy Publishers Employment Opportunities Site Map Link to us Webmaster Affiliate Network
