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Online Video Media Spend: 2003 - 2010
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Description: |
This report calculates multiple ad sales components corresponding to annual growth 2003 – 2010 by avail unit: pre-roll (short and long-form execution), In-banner video, overlays, in-game, podcast, player display and skins. The report aggregates and separates media spend delivered though video platforms, VASP applications, direct sales teams, rep firms, ad serving engines, distributed or viral campaign management, search, discovery, curation, video indexers, and super syndicators.
Online Video Media Spend Tops $2.12 Billion In 2008; 22.5% Growth Forecast In ’09
Online video gross media spend totaled $2.12 billion in 2008, up 36% over 2007, and forecast to continue double-digit increases through 2010 at a moderating rate.
The report aggregates and separates media spend delivered though video platforms, VASP applications, direct sales teams, rep firms, ad serving engines, distributed or viral campaign management, search, discovery, curation, video indexers, and super syndicators.
The research report quantifies current, forecast and historical CPMs for all inventory formats attending monetization of online video.
Pre-roll inventory expanded by 12.6% in 2008 to 18.75 billion total avails, following a 16.8% uptick in 2007.
However, significant changes are taking place inside pre-roll inventory. First, insertion frequency for onsite experiences was capped at 1.5 (content views per avail) on average in 2008, reduced 13.7% from 2007.
Second, the author is forecasting 27% growth in pre-roll inventory in 2009 and 2010 due to offsite exploitation through syndication (i.e. Hulu and others), and powerful indexing engines that find, categorize, store, package, amplify and distribute enhanced professional and semi-professional video.
Third, enhanced video verticals and accompanying metadata libraries are integrating with ad sales and distributed media platforms aggregating search, discovery, curated and brand produced infotainment video and monetizing it.
In-banner video impressions grew by 65% in 2008, and accounted for $1.5 billion in gross media spend. Video buys made through rep firms totaled $90 million in 2008. Overlay executions associated with video added $37.6 million.
“RFP velocity remained strong throughout 4th Quarter 2008, and while there are patches of caution, 1st Quarter 2009 closings are performing well,” commented research director Paul A. Palumbo.
“Video spend that followed audiences in 2008 are flowing to people, measurability, allocation efficiency and accountability in ‘09. Digital appears positioned to grow through the current economic cycle by attracting more ROI buyers.” |
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Contents: |
Executive Summary
Online video media spend totals $2.12 billion in 2008
Historical and Forecast Online Video Media Spend Growth 2004 – 2010
Premium, pre-roll video CPMs in 2008 on par with 2007
Pre-roll inventory expanding, 12.6% growth in 2008
Online video advertising networks, platforms and applications represented total
inventory of 17.9 billion avails per month in 2008
In-banner video impressions delivered grew by 65.4% in 2008; forecast at 20% in ’09
In-Banner Video Impression Growth: 2003 – 2010
Overview
Introduction to Online Video Advertising: 2003 – 2010
Online Video Advertising Terminology
Video Advertising Performance and Trends: Media Spend, Market Dynamics, Emerging Solutions and Innovations
Video content libraries are expanding onsite and offsite to meet advertising demand
Sales/RFP velocity, performance and trends: 2008 - 2010
PERFORMANCE: Online video ad spending grew by 36% in 2008, and forecast to
grow by 22.5% in 2009, 28.2% in 2010
Historical and Forecast Online Video Media Spend Growth 2004 - 2010
Video Content and Pre Roll Paid Media Ratios: 2006 – 2010
Pre-Roll Media Spend 2003 – 2010 Percent Total Online Video Spend
In-Banner/In-Page Video Spend 2003 – 2010 Percent Total Online Video Spend
CPM Comparison: 2007 – 2008
TRENDS: Efficiency, accountability and granular measurement applications attract
brand marketers zeroing in on user behaviors across the spectrum of viewer orientations
from simple product search to product purchase intent
Gross Media Spend Share As Delivered By In-Banner Video Platforms: 2008
TRENDS: Innovative advances are being made in content player platforms, playback
experiences, offsite library exploitation, discovery of and access to enhanced video
libraries, better engagement metrics and monetization spending allocation
Gross Media Spend Share as Delivered by Video Platforms: 2008
TRENDS: Video indexing/metadata enhancement and search amplification are
expanding static content libraries, making them more interactive, while integrating with
ad networks and solutions providers to create more desirable inventory and new
revenue growth mechanisms
Video Search Gross Media Spend Share: 2008
TRENDS: Relevancy/ROI metrics that take brand video messaging beyond one-and-done
interruptive messaging
TRENDS: Exploitation of UGC/Hosted Network Environments improve
UGV Media Spend as a Percentage of Total Spend: 2007 – 2010
TRENDS: Growth in 3rd party ad network sales forecast through 2010
Combined Ad Network Media Spend 2006 - 2010
TRENDS: Greater visibility inside media organizations of 3rd party ad sales and
serving platforms
Video Ad Network Media Spend Share: 2008
TRENDS: Market expansion and reach improve through standardized, flexible and
feature-rich content management systems and platforms
Gross Media Spend Share As Delivered By Video Platforms: 2008
TRENDS: Overlays gaining traction, visibility and attracting media dollars
Video Overlay Application Gross Media Spend Share: 2008
TRENDS: Viral components to campaigns emerge as a verifiable, performance driven
extensions of distributed paid placement
SECTION ONE
Online video media spend totals $2.12 billion in 2008
Online Video Gross Media Spend: 2003-2010
Online Video Spend 2003 - 2010
Historical and Forecast Online Video Media Spend Growth 2004 – 2010
Pre-roll insertion frequency drops by 13.7% in 2008 to 1.5 content views per video
impression
Video Content and Pre Roll Paid Media Ratios: 2006 – 2010
Premium, pre-roll video CPMs in 2008 on par with 2007
CPMs: 2007 and 2008 Comparison
CPM Comparison: 2007 – 2008
New video inventory categories, avail formats and ad network success helped drive
media spend in 2008
Gross Media Spend and Share Analysis
Pre-Roll Media Spend 2003 – 2010
In-page video impressions jump 65.2% in 2008; more growth forecast in ’09 and ‘10
In-Page Video Impressions
In-Page Video Impressions Served: 2003 – 2010
In-Page Impressions 2003 - 2010: Linear Regression Analysis
In-Page Video Media Spend: 2003 – 2010
In-Banner/In-Page Video Spend 2003 – 2010
Ad networks continue to gain share of video media spend; forecast at 18% in 2009
Combined Ad Network Media Spend 2006 – 2010
UGV environments are increasing share of video spend; forecast at .8% in 2009
UGV Media Spend As A Percentage Of Total Spend: 2007 – 2010
Online Video Media Spend: 2003 - 2010
2003: Pre-roll inventory averaged 250 million avails per month
2003
2004: Pre-roll inventory averaged 325 million avails per month; 4 billion in-page
impressions delivered
2004
2005: Pre-roll inventory at 580 million avails per month; 15 billion in-page video
impressions delivered
2005
2006: Pre-roll inventory of 1.2 billion avails per month; 42 billion in-page video
impressions served
2006
2007: Pre-roll inventory of 1.44 billion avails per month; 82.7 billion in-page video
impressions served
2007
2008: Pre-roll inventory of 1.56 billion avails per month; 108.6 million monthly long-
form pre-roll avails
2008
In-Game Video Avails: 2008
2009: Short-form pre roll inventory forecast at 1.72 billion monthly; long-form at 263.2
million per month
2009 (Forecast)
2010: Online video gross media spend forecast at $3.3 billion
2010 (Forecast)
SECTION TWO
Pre-roll inventory expansion being accelerated by distributed library management, offsite applications and exploitation 2008 - 2010
Pre-roll inventory expanding, 12.6% growth in 2008
Pre-Roll Inventory and Media Spend
Pre-Roll Video Media Spend: 2003 – 2010
Pre/Mid Roll Inventory Utilization Summary: 2008
Pre-Roll Video Inventory: 2003 – 2010
Ad networks increase visibility and share of pre-roll inventory sales: 2008 – 2010
Ad Network Pre-Roll Media Sales
Pre Roll Media Spend: In-House vs. Ad Network Sales
Pre/Mid Roll Video Advertising Inventory, Sales, CPM and Revenue
Worksheet: 2008
SECTION THREE
Online video advertising networks, platforms and applications represented total inventory of
17.9 billion avails per month in 2008
Media Spend by Delivery Platform
Online Video Platform, Network and Application Gross Media Spend: 2008
CPMs bought against online video ranged from $2 - $30 across both platforms and
networks
Online Video Platform, Network And Application Gross Media Spend: 2008
The in-banner video platform segment is highly concentrated, home to very large
media serving engines
Gross Media Spend Share as Delivered by In-Banner Video Platforms: 2008
In-Banner Video Advertising Platform Media Spend: Gross Media Buys 2008
3rd party ad networks and content platforms with ad sales expertise account for $172
million in online video-related media spend in 2008
Video Ad Network Media Spend Share: 2008
Video Advertising Platforms and Media Sales: 2008
Content management platforms aggregate 750 million video views, and 615 million
advertising impressions per month in 2008
Gross Media Spend Share as Delivered by Video Platforms: 2008
Video Platform Gross Media Spend: 2008
Overlays associated with online video reach $67 million 2008 (including VideoEgg’s
/CPC/CPE pricing model)
Video Overlay Media Spend: 2008
Video Overlay Application Gross Media Spend Share: 2008
Video Overlay Application Gross Media Spend: 2008
Video Search Gross Media Spend Share: 2008
Video search at $21 million in revenue in 2008
Video Search Gross Media Spend: 2008
SECTION FOUR
In-Banner Video Platforms
In-banner video impressions delivered grew by 65.4% in 2008; forecast at 20% in ’09
In-Banner Video Impression Growth: 2003 – 2010
In-Page Video Impressions Served: 2003 – 2010
In-Page Video Media Spend: 2003 – 2010
In-Page Impressions 2003 - 2010: Linear Regression Analysis
Gross Media Spend Share As Delivered By In-Banner Video Platforms: 2008
In-Banner Video Advertising Platform Media Spend: Gross Media Buys 2008
In-Page/Banner Video Advertising Platform Profiles
Q & A
EYEBLASTER
EYEWONDER
POINTROLL
SECTION FIVE
Video advertising platforms and media sales
3rd party advertising networks represented 1 billion video avails per month (on a non-
exclusive basis) in 2008
Advertising Networks And Gross Media Spend
Video Ad Networks And Gross Media Spend: 2006 – 2010
Video Ad Networks and Inventory Under Representation: 2006 – 2010
Video Ad Network Media Spend Share: 2008
Video Advertising Platforms And Media Sales: 2008
BBE (Formerly known as BROADBAND ENTERPRISES)
SPOTXCHANGE
TREMOR MEDIA
WORLDNOW
YUME NETWORKS
SECTION SIX
Video content and advertising platforms
Gross online video advertising billings total $147 million delivered through major
CMS platforms in 2008
Gross Media Spend Share As Delivered By Video Platforms: 2008
Video Platform Gross Media Spend: 2008
Video Content And Advertising Platform Profiles/Q & A
AUDITUDE
BAYTSP
BRIGHTCOVE
thePLATFORM
SECTION SEVEN
Overlay solutions platforms and providers
Video overlay inventory totals 10.8 billion avails in 2008
Video Overlay Media Spend and Avail Growth
Video Overlay Media Spend: 2008 – 2010
Video Overlay Annual Inventory Growth: 2008 – 2010
Video Overlay Media Spend: 2008
Video Overlay Application Gross Media Spend Share: 2008
Video Overlay Application Gross Media Spend: 2008
Overlay Application Profiles and Q & A
ADAPT.TV
SCANSCOUT
VIDEOEGG
SECTION EIGHT
Video search and distributed inventory management
Video search inventory at 4.5 billion avails in 2008
Video Search Media Spend and Inventory
Video Search Media Spend: 2008 – 2010
Video Search Inventory/Requests: 2008 – 2010
Video Search Gross Media Spend Share: 2008
Video Search Gross Media Spend: 2008
Video Search and Distributed Inventory Management
AOL/Truveo
MAGNIFY.NET
SECTION NINE
Video publishers, networks and syndication platforms (professional content)
ASSOCIATED PRESS ONLINE VIDEO NETWORK
BLASTRO.COM
COMCAST.NET
COMEDYCENTRAL.COM/ATOM.COM
EONLINE/COMCAST NETWORKS
FOX/NBC/HULU
HEAVY.COM
MACROVISION/TVGUIDE INTERACTIVE
NEXT NEW NETWORKS
NFL.COM
TURNER NEW MEDIA ENTERTAINMENT
VEOH.COM
WEATHER.COM
WORLDNOW
YAHOO
VERIZON |
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Companies Mentioned |
- Adapt.Tv
- Aol/Truveo
- Associated Press Online Video Network
- Auditude
- Baytsp
- Bbe (Formerly Known As Broadband Enterprises)
- Blastro.Com
- Brightcove
- Comcast.Net
- Comedycentral.Com/Atom.Com
- Eonline/Comcast Networks
- Eyeblaster
- Eyewonder
- Fox/Nbc/Hulu
- Heavy.Com
- Macrovision/Tvguide Interactive
- Magnify.Net
- Next New Networks
- Nfl.Com
- Pointroll
- Scanscout
- Spotxchange
- Theplatform
- Tremor Media
- Turner New Media Entertainment
- Veoh.Com
- Verizon
- Videoegg
- Weather.Com
- Worldnow
- Worldnow
- Yahoo
- Yume Networks |
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