Digital video advertising is projected to rise by 41% in 2011 to $5.6 billion, according to a sector analytics report published by AccuStream Research.
This sector report consolidates multiple video inventory formats across platforms including in-page video executions, pre/post/mid roll, mobile video advertising, paid viral placements, overlays and podcasting.
Corresponding gross media spend for each format is presented in detail, calculated against CPMs, sellout rates, impressions delivered by ad serving platforms, or cleared through auction/mediation environments plus insertion frequencies for pre roll executions that, when combined, reveal the size and scope of the market.
Digital video media spend spiked 89% in 2010, a growth spurt triggered in part by substantial levels of YouTube pre roll inventory entering the ad ecosystem, and further buoyed by another strong performance contributed by the in-page video execution. The growth rate in 2010 was the highest seen since 2006 when the market rose by 130.4%.
The report's four sections are segmented by inventory type. Each section details total inventory, insertion frequencies, impressions served, market and site CPMs which yield media spend. Each section contains relevant Q & A's with the industry's leading executives at the forefront of clearing digital video inventory.
TABLE OF CONTENTS:
| EXECUTIVE SUMMARY | 1 | |||
| Digital Video Media Spend (Combining all Video-Related Executions Such as Overlays, Podcasting and Mobile) is Forecast at $5.6 Billion Market in 2011 | 1 | |||
| Digital Video Gross Media Spend: 2003 - 2014 | 1 | |||
| Digital Video Media Spend Rose by 89% in 2010; 41% Growth Forecast in 2011 | 2 | |||
| Pre Roll Inventory Spiked by Triple-Digits in 2010 as YouTube Began to Aggressively Incorporate and Monetize with the Format | 3 | |||
| Mobile Video Media Spend Forecast to Grow at Triple-Digit Rates through 2012 | 4 | |||
| GLOSSARY OF TERMS | 6 | |||
| SECTION ONE | 10 | |||
| Introduction and Overview: Digital Video Inventory Growth, Transaction Transparency and Market Expansion | 10 | |||
| Macro-Market Dynamics | 10 | |||
| Digital Video Media Spend (When Combining all Video-Related Executions such as Overlays, Podcasting and Mobile) is Forecast at $5.6 Billion Market in 2011 | 11 | |||
| Digital Video Gross Media Spend: 2003 - 2014 | 12 | |||
| Digital Video Media Spend Rose by 89% in 2010; 41% Growth Forecast in 2011 | 13 | |||
| Broadcast Scale Inventory: the In-Page Video Format Continues to Capture the Largest Media Spend Share and Percentage of Digital Video Advertising | 14 | |||
| Digital Video Advertising Media Spend: 2011 by Format | 14 | |||
| In-Page and Pre Roll Video Media Spend Totals and Comparison: 2003 - 2014 | 15 | |||
| Pre Roll Inventory Notched Triple-Digit Growth in 2010 as YouTube Began to Aggressively Incorporate and Monetize with the Format | 20 | |||
| In-Page and Pre Roll Video Inventory Growth: 2003 - 2014 | 20 | |||
| Mobile Video Media Spend Forecast to Grow at Triple-Digit Rates through2012 | 22 | |||
| Mobile Video Media Spend: 2009 - 2014 | 22 | |||
| In-Page, Pre Roll and Mobile Video Media Spend Totals and Comparison: 2003-2014 | 23 | |||
| Video Overlay Impressions Estimated at 62.9 Billion in 2011 | 26 | |||
| Video Overlay Impressions: 2008 – 2014 | 26 | |||
| Viral Video Campaigns Forecast to Generate $362 Million in Paid Media in 2011 | 29 | |||
| Viral/Paid Promotional Video Advertising Campaigns: 2008 - 2014 | 30 | |||
| Podcast Video Inventory Forecast at 4.4 Billion Units in 2011 | 31 | |||
| Podcasting Video Inventory and Gross Billings: 2007 - 2014 | 32 | |||
| Digital Video Media Spend: Continued Double-Digit Growth through 2014 | 33 | |||
| Digital Video Media Spend Growth by Platform and Format: 2003 - 2014 | 34 | |||
| In-Page and Pre Roll Video Account for 88.4% of Gross Media Spend in 2011 | 36 | |||
| Digital Video Spend Share Analysis: 2008 - 2012 | 36 | |||
| CPM Analysis by Format: Premium Pre Roll Steady in 2011 | 36 | |||
| CPMs: 2007- 2011 Comparison | 37 | |||
| CPM Analysis: Pre Roll CPMs Trend Down When YouTube Inventory Included in Total Media Spend | 39 | |||
| CPMs: 2007- 2011 Comparison | 39 | |||
| SECTION TWO | 40 | |||
| In-Page Video Ad Impression Market Dynamics, Solution Provider Expertise and Campaign Engagement Focus | 40 | |||
| In-Page Video Ad Serving Platforms Projected to Deliver Gross Media Spend of $3.3 Billion in 2011 | 41 | |||
| In-Page Video Impressions and Media Spend: 2003 – 2014 | 41 | |||
| In-Page Video Media Spend Forecast to Reach $5.9 Billion by 2014 | 43 | |||
| In-Page Video Ad Serving Platforms to Generate Net Revenue of $769 Million in 2011 | 45 | |||
| In-Page Video Ad Serving Platform Net Revenue: 2007 - 2014 | 45 | |||
| In-Page Video Ad Serving Platforms and Services: Gross Media Spend | 47 | |||
| In-Page Video Advertising Platforms: Impressions Delivered 2008 - 2010 | 48 | |||
| In-Page Video Solutions and Platforms: Business Models | 49 | |||
| In-Page/Multi-Screen Video Ad Serving Platforms and Services: Net Revenue Analysis | 50 | |||
| Q & A’s | 51 | |||
| Eyewonder | 51 | |||
| Freewheel | 56 | |||
| Limelight Mobility and Monetization Platform | 61 | |||
| Mediamind Technologies | 65 | |||
| Pointroll | 71 | |||
| SECTION THREE | 76 | |||
| Pre Roll Video Advertising Market Primer: Dramatic Inventory Growth in 2010 – 2014 combined with More Monetization Options to Clear It | 76 | |||
| Market Trends: More Video Inventory is Accessible, and More Monetization Options are Effectively Clearing Media | 78 | |||
| Pre-Roll Media as a Monetization Format Online Continues to Blossom: Spend Increased by 85.9% in 2010; 45% Upswing Forecast for 2011 | 79 | |||
| Pre-Roll Inventory and Media Spend: 2003 – 2014 | 80 | |||
| Pre-Roll Video Advertising Inventory Forecast at 165.5 Billion Units in 2011, Including Social Media Environments and YouTube | 80 | |||
| Pre-Roll Inventory and Media Spend Growth Comparison | 85 | |||
| Less Inventory Allocation Balanced Against Advertiser Desire for Greater Impression Dwell Time: Lower Pre Roll Insertion Frequency Seen in 2011; Longer Spot Length | 87 | |||
| Pre Roll Inventory Insertion Ratios | 87 | |||
| Pre Roll Insertion Frequency Comparable Was 2.2 in 2010 when Including YouTube Inventory | 88 | |||
| Pre Roll Inventory Insertion Ratios | 88 | |||
| Pre Roll Media Spend: In-House vs. Ad Networks, Exchanges | 90 | |||
| CPMs 2011: Holding Steady for Premium Pre Roll; Increasing for Custom Search Inventory; Slight Dip Across all Pre Roll Inventory | 92 | |||
| CPM Analysis by Format: Premium Pre Roll Steady in 2011 | 92 | |||
| CPMs: 2007- 2011 Comparison | 92 | |||
| CPM Analysis: Pre Roll CPMs Trend Down When YouTube Inventory Included in Total Media Spend | 94 | |||
| CPMs: 2007- 2011 Comparison | 94 | |||
| Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2011 (Full-Year Estimates) | 95 | |||
| Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2010 | 99 | |||
| Q & A’s | 103 | |||
| AudienceScience | 103 | |||
| Blinkx | 109 | |||
| Brightroll | 113 | |||
| Collective | 118 | |||
| Rocket Fuel | 123 | |||
| Spotxchange | 128 | |||
| Tidaltv | 133 | |||
| Tremor Video | 138 | |||
| Tubemogul | 144 | |||
| Turnhere.com | 149 | |||
| Vidsense | 154 | |||
| Visible Measures | 160 | |||
| Yume Inc. | 165 | |||
| SECTION FOUR | 171 | |||
| Global Mobile Video Gross Media Spend Forecast at $268 Million in 2011; a Triple- Digit Surge Over 2010 | 171 | |||
| U.S./North America Contributes 60% of the Global Total | 171 | |||
| Gross Mobile Video Media Spend: 2009 - 2011 | 171 | |||
| U.S. Mobile Video Media Spend Forecast at $160 Million in 2011 (Mobile Ad Networks Only) | 173 | |||
| Mobile Video Media Spend: 2009 - 2014 | 173 | |||
| Total Billed Inventory Reached 42.1 Billion Impressions in 2010; U.S. Market Claims 54.7% of Mobile Video Gross Media Spend | 176 | |||
| Mobile Video Advertising Network Billed Impressions Delivered by Geographic Region: 2010 | 177 | |||
| Mobile Video Paid Impressions by Geography: 2010 | 179 | |||
| ECPM Sample Pricing Conversion Grid | 180 | |||
| Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011 | 181 | |||
| Total Filled Impressions and Total Filled Video Impressions Comparison: 2009-2011 | 181 | |||
| Mobile Video Filled Impressions at 11.6% of Total Impressions Running on Networks, Platforms and Inside Exchanges that Support Video | 182 | |||
| Total Filled Mobile Impressions and Video Impression Comparison: 2009 - 2011 | 182 | |||
| ECPM Analysis: Mobile Video Spend and Impressions Filled 2009 - 2011 | 183 | |||
| Mobile Video Gross Media Spend Estimated at 14.8% of Total Mobile Gross Media Spend in 2011 | 183 | |||
| Global Mobile Advertising Network Revenue and Gross Media Spend: 2009 - 2013 | 185 | |||
| Mobile Video Ad Networks Forecast to Claim 67.8% of Video Gross Media Spend in 2011 | 187 | |||
| Gross Media Spend by Mobile Video Market Position: Ad Networks vs. Platforms/Exchanges | 187 | |||
| Mobile Video Advertising Network Revenue and Gross Media Spend: 2009 – 2013 | 189 | |||
| Mobile Video Exchange/Platform Revenue and Gross Media Spend: 2009 – 2013 | 190 | |||
| Mobile Video Advertising Networks, Platforms and Exchanges are Forecast to Earn $442 Million in Net Revenue in 2011 | 192 | |||
| Mobile Video Advertising Network Revenue and Gross Media Spend: all Formats 2009 - 2013 | 192 | |||
| Q & A’s | 193 | |||
| Adfonic | 193 | |||
| Aditic (A Division of Sofialys) | 198 | |||
| Admarvel (A Unit of Opera Software) | 203 | |||
| Amobee | 209 | |||
| Greystripe | 214 | |||
| Millennial Media | 218 | |||
| Mobclix, a Velti Company | 223 | |||
| Mobile Theory | 227 | |||
| Rhythm Newmedia | 232 | |||
| Smaato | 237 | |||
| Zestadz | 241 |
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