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In-Stream and Digital Video Advertising: 2012 – 2015 Product Image

In-Stream and Digital Video Advertising: 2012 – 2015

  • ID: 2347499
  • November 2012
  • Region: Global
  • 123 Pages
  • AccuStream iMedia Research

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 READ MORE >

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 - 2015
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

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 this inventory and spend report.

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.

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