Online Video Media Spend: 2003 - 2010

Date: February 23, 2009
Pages: 218
Price:
US$ 2,195.00
Publisher: AccuStream iMedia Research
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: O82505A7963EN
Leaflet:

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Online Video Media Spend: 2003 - 2010
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.
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 16
  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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