Online Video Applications and Platforms: 2007 - 2010
AccuStream iMedia Research, January 2009, Pages: 203
The report, Online Video Applications and Platforms: 2007 – 2010, unites the spectrum of extant video applications and platforms, and aligns them in relevant product category groupings.
Product groups include video overlay applications, advertising platforms, CMS platforms, platforms with inventory sales, search with inventory sales, integration services, indexing and metadata libraries with media sales.
Each product category is analyzed by business model (or models), entrants, revenue, participation structure, gross media spend delivered by platform, trends, account totals and media suite capabilities.
Online Video Apps And Platforms Score $494.7 Mil. In ’08 Revenue
Online video applications, platforms, advertising networks and related services tallied $494.7 million in 2008 revenue, up 86.7% over 2007.
VASP, video CMS and ad network revenues combined are forecast to increase by 41% in 2009 and 38% in 2010, according to this far-reaching online video services and analytics report.
Product groups include video overlay applications, advertising platforms, CMS platforms, platforms with inventory sales, search with inventory sales, integration services, indexing and metadata libraries with media sales.
Each product category is analyzed by business model (or models), entrants, revenue, participation structure, gross media spend delivered by platform, trends, account totals and media suite capabilities.
VASPs are integrated product packages with business units built to achieve profitability through scale, rapid response and increasingly, automation.
The top four VASPs are in-banner video advertising platforms (including Eyewonder, Eyeblaster, Pointroll and DoubleClick), and as a category generated
an estimated $225 million in net revenue in 2008.
The following ten VASP providers had combined revenue estimated at $194.3 million, and include industry leaders such as Brightcove, Tremor Media, BBE, Worldnow, thePlatform and Internet Broadcasting.
An additional nineteen providers analyzed in the report generated 2008 revenue estimated at $74.4 million.
The VASP market is evolving, however. Video advertising platform total share is forecast to decline from 45.6% in 2008 to 35.6% in 2010.
Video services (including transcoding, custom player design and widgets) are forecast to grow from an 8.5% share in 2008 to 10.7% in 2010. Video indexing and metadata support is forecast to grow from 3.9% share in 2008 to 9.3%.
“VASPs are selling an ROI model in 2009, which plays well in a tight economy by focusing on ways to save clients money,” commented research director Paul A. Palumbo.
“Whether that’s more efficient allocation of marketing spend supporting strategic video publishing online or increasing paid media placement, VASPs are betting with their business models they can deliver better content performance.”
Executive Summary
Trends: Increasing Video Efficiency, Audience Flow and Asset Exploitation
The Internet’s scale and performance as a video platform enabled by new generation
applications; VASP revenue up 86.7% in 2008, forecast to increase 41% in ‘09
VASP market segments incorporate diverse application sets packaged into integrated
solutions
VASP business models generate 66% of revenue through advertising-related serving
fees or direct participation in 2008
In-banner VASP share at 45.6%, video CMS at 22.7% share, video ad sales and CMS
at 13.1% share in 2008
Overview
Introduction to Online Video Applications and Platforms: 2007- 2010
Online Video Application and Platform Services Terminology
Video Platform and Application Trends, Market Dynamics, Innovations and Relative Business Strength
Trends: Increasing Video Efficiency, Audience Flow and Asset Exploitation
As the Internet’s scale, performance and appeal as a video platform has increased,
application revenue has gone up; 86.7% growth in 2008, forecast at 41% in ‘09
Industrial grade video platforms offer suites of integrated solutions
Trends: VASP Business Model Success Predicated On Achieving Scale
MRR, SAS, revenue share and usage-based business models perform well, but need
to achieve scale
VASP pricing: Early stage, higher fixed cost models or capital structures impact deal
points
VASPs selling into ROI-driven and video-as-brand-strategy client bases
VASP valuation scenarios based on capturing market share quickly inside expanded
customer verticals, ramping toward annual revenue targets in the $10 - $30 million
range
Applications and platforms that deliver content performance, plus inventory guarantees
attract ROI clients
VASP customer adoption trends show a favorable mix media and non-media clients
VASP operating efficiency and marginal performance imperative: Automation
Section One
VASP revenue grows by 86.7% in 2008 to $494.7 million
VASP market segments incorporate diverse application sets packaged into integrated
solutions
In-banner video advertising platforms generate an estimated $225 million in revenue
in 2008
In-banner VASP share at 45.6%, video CMS at 22.7% share, video ad sales and CMS
at 13.1% share in 2008
Section Two
Indexing VASP trends: Client prospecting via the rolodex, focus on automation
Indexing VASP segment worth $19.1 million in 2008, forecast to grow 150% in 2009
Q & A Profiles
AFFINE SYSTEMS
AUDITUDE
BAYTSP
DELVE NETWORKS
DIGITALSMITHS
EVERYZING
MAGNIFY.NET
vMIX
Section Three
Video platform and services trends: Integrated solutions, well funded entrants, global
media brand take-up
Video platform services and applications segment estimated at $42 million in 2008,
forecast to grow 62% in 2009
Q & A Profiles
BAYTSP
IOKO
ORIGIN DIGITAL
ORTIVA WIRELESS
VISIBLE MEASURES
Section Four
In-banner video advertising platform trends: Mature business model, strong market
fundamentals, large scale providers
In-banner video segment revenue grew by 66.5% in 2008, 22.2% forecast for 2009, and
another 24.7% in 2010
Q & A Profiles
EYEBLASTER
EYEWONDER
POINTROLL
Section Five
Video search trends: Indexed library growth, well understood business model based on
contextual paid media placement
Video search revenue jumped 183% in 2008
Q & A Profiles
AOL/Truveo
Section Six
Video advertising sales, paid placement platform trends: a highly competitive
segment
Video advertising sales and platforms generated $64.9 million in 2008 net revenue
Q & A Profiles
BBE (formerly BROADBAND ENTERPRISES)
SPOTXCHANGE
TREMOR MEDIA
VOLOMEDIA
YUME NETWORKS
Section Seven
Video CMS/Platform trends: Large, well capitalized entrants, highly competitive
segment, increased pricing pressure
Video CMS platforms generated an estimated $112.3 million in 2008
Q & A Profiles
BRIGHTCOVE
KICKAPPS
MOVE NETWORKS
REALITY DIGITAL
THE FEEDROOM
thePLATFORM
WORLDNOW
Section Eight
Video overlay application trends: High volume, lower margins; business models evolving
Overlay providers netted an estimated $10.1 million in revenue in 2008
Q & A Profiles
ADAPT.TV
SCANSCOUT
VIDEOEGG
- Adapt.Tv
- Affine Systems
- Aol/Truveo
- Auditude
- Baytsp
- Baytsp
- Bbe (Formerly Broadband Enterprises)
- Brightcove
- Delve Networks
- Digitalsmiths
- Everyzing
- Eyeblaster
- Eyewonder
- Ioko
- Kickapps
- Magnify.Net
- Move Networks
- Origin Digital
- Ortiva Wireless
- Pointroll
- Reality Digital
- Scanscout
- Spotxchange
- The Feedroom
- Theplatform
- Tremor Media
- Videoegg
- Visible Measures
- Vmix
- Volomedia
- Worldnow
- Yume Networks
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