Online Video Value Chain 2012

Online Video Value Chain 2012

Category : ICT & Media
Published On : January  2012
Pages : 572



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The online and mobile video value chain (comprising CDN, integrated video platforms, full service advertising networks, ad serving platforms, auctions and exchanges) produced a combined $4.3 billion in top line revenue in 2011, an increase of 45% over 2010. Double-digit revenue growth of 30% annually projected across all value chain sectors yields a $10 billion market by 2014, according to 545 page multi-disciplinary research report.

The report, Video Value Chain 2012: CDN, Integrated Video Platforms, Advertising Networks, Ad Serving Solutions and Real Time Mediation Environments packages extensive and proprietary online video and mobile media market research produced by AccuStream Research.

Each value chain sector is analyzed by number of accounts, fill rates, gross ad billings, impressions delivered or cleared (by format and region of the world), detailed business model analytics, publisher payout percentages, core competencies, participation formulae, revenue (historical, current and forecast), global reach, market share, R & D initiatives, competitive threats and strategic positioning initiatives.

TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1
  The Online and Mobile Media Value Chain Delivers 45% Growth in 2011; 30+% Annual Growth Forecast through 2014 1
  Online and Mobile Media Value Chain 2006 - 2014: CDN, Video Ad Networks, Video and Media Platforms, Mobile Ad Networks 2
  Online and Mobile Video Value Chain Valued at $3.4 Billion in 2011, Up 57.4% Over 2010 5
  Video Value Chain Total Revenue: 2006 – 2011 6
  Video Advertising Networks Surpassed Video CDN Revenue in 2009; Mobile Video Ad Networks Now Own a Double-Digit Share of the Market 9
  Video Value Chain 2006 - 2011: Video CDN, Ad Networks and Platforms 9
SECTION ONE 11
  The Online and Mobile Media Value Chain Delivers 45% Growth in 2011; 30+% Annual Growth Forecast through 2014 11
  Online and Mobile Media Value Chain: 2006 - 2014 12
  Online and Mobile Video Value Chain Valued at $3.4 Billion in 2011, Up 57.4% Over 2010 16
  Media and Entertainment Percent CDN Revenue: 2006 - 2011 16
  Video Value Chain 2006 - 2011: CDNs, Ad Networks, Auctions, Exchanges and Integrated Platforms 18
  The Video Value Chain Grew by 57.4% In 2011, Following an 81.2% Jump in 2010 20
  Video Advertising Networks Surpassed Video CDN Revenue in 2009; Mobile Video Ad Networks now own a Double-Digit Share of the Market 23
  Video Value Chain 2006 - 2011: Video CDN, Ad Networks and Platforms 23
  Comparative Market Share Analysis of CDN, Integrated Media Platforms, Mobile, Online and Cross Platform Advertising Networks, Platforms and Exchanges 2006 - 2014 25
  Online and Mobile Media Value Chain: 2006 - 2014 26
  CDN and Integrated Video Platform Business Analytics and Customer Account Comparison: 2010 –2011 28
  CDN and Video Platform Accounts: 2010 - 2011 28
  CDN and Video Platform MRR and Unique Account Growth Comparison 2009 –2011 31
  Account Growth: CDN and Video Platforms 2009 - 2011 31
  CDN Revenue Rose by 17.7% in 2011, Video Platform and Services Revenue by 72% 33
  CDN Market Value 2006 - 2014 (Retail Accounts Only) 33
  Video Platform Gross Revenue: 2006 - 2011 35
  Mobile and Online Video Ad Network Comparative Gross Billings Analytics: 2009–2011 37
  Gross Media Spend: Mobile Video Ad Networks and Exchanges Vs. Online and Cross-Platform Video Ad Networks and Exchanges 37
  Mobile Video Ad Networks, Auctions, Exchanges and Real Time Bidding Environments Gaining Market Share 39
  Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Analysis 39
  Mobile Video Ad Network Revenue Growth Outpacing Online Counterparts 41
  Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Profile 41
  Online Video Ad Networks Clear $5.4 Billion in Gross Media Spend in 2011 43
  Gross Video Media Spend: Mobile Ad Networks and Exchanges vs. Online and Cross-Platform Ad Networks and Exchanges 43
  Online Video Ad Networks Earn $1.4 Billion in Top Line Revenue in 2011, Global Mobile Ad Networks $575 Million 45
  Video Advertising Network and Platform Revenue 2006 - 2011 45
  Video Ad Networks, Serving Solutions, Exchanges and Platforms: Net Revenue 2007 - 2014 47
  Global Mobile Ad Network Net Revenue: 2009 - 2014 49
SECTION TWO 51
  CDN Sector Analysis 51
  CDN Terminology Definitions 51
  Introduction and 2011-2014 Overview 53
  CDN Sector Embraces a Phase of Re-Invention, Re-Positioning and Business Transformation 53
  CDN Market Performance Dynamics and Business Trends 2011 – 2014 54
  CDN Revenue, Market Share, Account Growth and Cap Ex Analytics 56
  CDN Annual Accounts: 2005 - 2011 56
  CDN Account Share: 2010 - 2011 57
  CDN Revenue 2010 - 2011 58
  CDN Cap Ex Investment: 2007 – 2011 59
  CDN Market Revenue Analysis: 2003 - 2014 60
  CDN Monthly Recurring Revenue Analysis: 2005 – 2011 60
  Media and Entertainment Percent CDN Revenue: 2006 – 2011 61
  CDN Market Pricing, Discounting and Streaming Media Encode Rates 62
  CDN Revenues Estimated at $1.86 Billion in 2011, 65.6% of the Global Total 63
  Global CDN Market Value (Delivered by Domestic Vs. International CDNs) 66
  CDN Revenue Growth Rates Historically Accelerate through the Year 66
  CDN Revenue 2010 - 2011 66
  Retail Contracts Continue to Grow at Double-Digit Rates 67
  CDN Annual Accounts: 2005 - 2011 69
  The Differential Between Account Growth and Revenue Growth is Narrowing as Value Add Solutions Contribute to the Top Line 69
  CDN Revenue and Account Growth Rates: 2006 - 2011 71
  CDN MRR Averages $9,210 in 2011 71
  CDN Monthly Recurring Revenue Analysis: 2005 – 2011 72
  Entertainment and Media Accounted for 49.7% CDN Revenue in 2011 74
  Entertainment Media Revenue Share of CDN Market: 2006 - 2011 76
  Media and Entertainment CDN Contract Value Closing in On $1 Billion in 2011 76
  Total Media and Entertainment CDN Contract Value: 2006 - 2011 77
  CDN Sever Deployments Increased by 30% in 2011 77
  CDN Media Server Deployment: 2005 - 2011 78
  2011 Cap Ex Investment Estimated at a 72% Increase over 2010 78
  CDN Cap Ex Investment: 2007 - 2011 79
  Server Deployment Growth Rates are Consistently Higher than Account Growth Rates 79
  Cap Ex Analysis: Server Deployments and Account Growth 82
  U.S.-Based CDNs Captures 65.6% of Global Revenue in 2011 82
  CDN Global Market Value Comparison: 2006 - 2011 83
  Commercial Market Value for Audio and Delivery Estimated at $1.1 Billion in 2011 84
  Commercial Bandwidth Market Value: Audio/Video 2006 - 2011 86
  Professional Video Remains the Largest CDN and Commercial Market Value Content Vertical 87
  Streaming/HTTP Content Category Share: Commercial Market Value 2006 - 2011 89
  CDN Bandwidth Services Category Share: 2010 90
  CDN Bandwidth Services Category Share: 2011 91
  CDN Bandwidth Costs, Contract and Cogs Analysis: 2006 - 2011 94
  Retail Contract Pricing for Bandwidth Exhibited a Slower Rate of Decline in 2011 Compared to 2010 and 2009 95
  Retail Contract Pricing: 2006 - 2011 95
  Retail Contract Pricing: 2006 - 2011 97
  Pricing Declines for Retail Contracts are in Equilibrium with Those Seen in the Wholesale Business in 2011 99
  Annual Pricing Comparison: Retail Versus Transit 2006 - 2011 101
  Q & A’s 103
    3CROWD TECHNOLOGIES 103
    ALCATEL-LUCENT 109
    BITGRAVITY 114
    CACHEFLY 119
    CDNETWORKS 123
    COTENDO 128
    DACAST 133
    EDGECAST 137
    HIGHWINDS 145
    INTERNAP 151
    LEVEL 3 157
    LIMELIGHT NETWORKS 161
    LIQUID WEB 171
    MIRROR IMAGE 175
    PANDO NETWORKS 181
    WOWZA MEDIA SYSTEMS 186
SECTION THREE 190
  Video Platforms, Content Management Solutions, Encoding and Media Transformation Specialists 190
  Video Platform and Services Terminology Definitions 190
  Video Platform Business and Competitive Environment 2011 - 2012 193
  Rapid Advances in Platform Sophistication; Market Position Evolution 193
  Billing Models 2011 - 2012 194
  Billing Models Can Include the Following Component: 195
  Account Diversity 195
  Geographical Dispersion of Accounts 196
  Sector Valuation Models: Takeout Multiples Compelling 196
  Kit Digital Acquisitions and Deal Analytics: 2010 - 2011 197
  Integrated Video Optimization Solutions and Platforms: 2011 Revenue Ranking 198
  Solution Provider Market Positions and Core Competencies 2011 – 2012 198
  Integrated Video Optimization Solutions and Platforms: Market Positions and Solution Segments 200
  Business Model Analysis: 2010 - 2012 201
  Integrated Video Optimization Solutions and Platforms: Business and Billing Model Comparison 2010 - 2012 202
  MRR Comparison: 2010 vs. 2011 204
  Integrated Video Optimization Solution MRR Comparison: 2010 Vs. 2011 (Est.) 204
  75% of 2010 Sector Revenue Was Based On Annual Contract Fees, MRR, Licensing and Integration 204
  Integrated Video Optimization Solutions and Platforms: 2010 Revenue and MRR Analysis 205
  82% of Top Line 2011 Revenue Forecast to Be Billed Against MRR, Licensing, Integration and Usagefees 207
  Integrated Video Optimization Solutions and Platforms: 2011 MRR Analysis 208
  Account Acquisition Growth: 2009 – 2011 209
  Account Growth Fundamentals 209
  Integrated Video Optimization Solution Account Growth: 2009 - 2011 209
  Account Growth at Double and Triple-Digit Rates Over the Past 12 Months 210
  Integrated Video Optimization Solutions and Platforms: Account Growth Comparative Analysis 2010 - 2011 211
  Integrated Video Optimization Solutions Sector Revenue Analytics 2011 - 2014 212
  Integrated Video Optimization Solutions and Platforms: 2007 - 2014 213
  Integrated Video Optimization Solutions: Revenue and Growth Rates 2007- 2014 215
  Integrated Video Optimization Solutions: Segment Revenue Comparison: 2007 – 2014 217
  Mobile and Multi-Screen Distribution, Larger and Higher Bit Rate Source Files Expected to Increase Encoding/Processing Share to 16% by 2014 218
  Integrated Video Optimization Solutions: Segment Share Comparison: 2007 - 2014 218
  Kit Digital, Brightcove Capture 29.2% of Sector Revenue in 2010 220
  Integrated Video Optimization Solutions and Platforms: 2010 Revenue Ranking 220
  Kit Digital, Brightcove, Ooyala and thePlatform Forecast to Capture 51.9% of Sector Revenue in 2011 222
  Integrated Video Optimization Solutions and Platforms: 2011 Revenue Ranking 222
  Q & A’s 224
    BRIGHTCOVE 224
    KALTURA 235
    LIMELIGHT VIDEO PLATFORM 240
    MOBITV 245
    MOVENETWORKS 250
    OOYALA 255
    REALITY DIGITAL 260
    thePLATFORM 265
    VBRICK 271
    VIDEOPUBLISHING 275
  INDEXING and CONTENT MANAGEMENT Q & A’s 281
    AUDITUDE 281
    BAY TSP 286
    DIGITALSMITHS 290
    RAMP 295
    ENCODING, TRANSCODING and MEDIA TRANSFORMATION Q & A’s 301
    ANVATO 301
    ENCODING.COM 307
    ORIGIN DIGITAL 312
    SORENSON MEDIA 318
SECTION FOUR 323
  Online Video Advertising Networks, Ad Serving Platforms, Auctions and Exchanges 323
  Video Advertising Networks, Platforms, Auctions and Exchanges Terminology Definitions 323
  Video Advertising Networks, Ad Serving Platforms, Auctions and Exchanges:Market Overview 2011 - 2012 326
  Video Advertising Networks, Ad Serving and Media Clearing Platform Environments Encompass the Following Broad Solutions Categories 328
  Video Advertising Networks and Platforms: Macro Market Growth Catalysts and Solutions Provider Business Engagement Focus 329
  Digital Video Media Spend: Continued Double-Digit Growth through 2014 331
  Digital Video Media Spend Growth by Platform and Format: 2003 - 2014 332
  Digital Video Spend Share Analysis: 2008 - 2012 333
  In-Page Video Media Spend Will Remain the Most Utilized Format through 2014 335
  In-Page and Pre Roll Video Account for 88.4% of Gross Media Spend in 2011 337
  Digital Video Spend Share Analysis by Format: 2008 - 2012 337
  Digital Video Advertising Media Spend: 2011 by Format 337
  Revenue Performance and Gross Media Spend by Platform and Solution Segment 2011–2014 337
  Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks 339
  Video Ad Networks, Serving Solutions, Exchanges and Platforms: Net Revenue 2007 - 2014 341
  Multi-Screen Video Advertising Platforms, Exchanges, Server Solutions and Networks: Net Revenue Analysis 343
  Multi-Screen Video Advertising Platforms, Serving Solutions, Auctions, Exchanges and Networks 345
  CPM History 2008 – 2011: Video Ad Network, Ad Serving Platform, Auction and Exchange Market Rates 347
  Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks 348
  VIDEO ADVERTISING DELIVERY PLATFORM Q & A’s 350
    EYEWONDER 350
    FREEWHEEL 355
    LIMELIGHT MOBILITY and MONETIZATION PLATFORM 360
    MEDIAMIND TECHNOLOGIES 364
  VIDEO ADVERTISING NETWORK Q & A’s 375
    AUDIENCESCIENCE 375
    BLINKX 381
    BRIGHTROLL 385
    COLLECTIVE 390
    ROCKET FUEL 395
    SPOTXCHANGE 400
    TIDALTV 405
    TREMOR VIDEO 410
    TUBEMOGUL 416
    TURNHERE.COM 421
    VIDSENSE 426
    VISIBLE MEASURES 433
    YUME INC. 438
  VIDEO ADVERTISING AUCTION, EXCHANGE and REAL TIME BIDDING PLATFORM Q & A’s 445
    ADBRITE 445
    ADAP.TV 450
    LIVERAIL 455
SECTION FIVE 459
  Mobile Advertising Networks, Platforms, Auctions and Exchanges 459
  Mobile Advertising Networks, Platforms, Auctions and Exchanges Terminology Definitions 459
  Mobile Advertising a High Growth Business: Impressions, Reach, Gross Media Spend and Network Revenue are Rising 460
  Global Mobile Ad Network Sector Dynamics 460
  Global Mobile Ad Network Net Revenue: 2009 - 2014 461
  Mobile Advertising a High Growth Business: Impressions, Reach, Gross Media Spend and Network Revenue are Rising 460
  Mobile Media Buy Sophistication: Who, How Much and Where 466
  Media Spend Going Into App Environments and Being Made Against the Mobile Web 467
  OS Platforms and Media Spend 468
  Mobile Ad Network Pricing and ROI: Actionable and Accountable 468
  eCPM Market Value by Geography: 2010 469
  eCPM Sample Pricing Conversion Grid 469
  Video Inventory in Single Digits, Though Becoming More Prevalent 469
  Global Pricing and Inventory Sell Out by Geography 470
  eCPM Pricing by Region 470
  Mobile Advertising Networks: Campaign Management Platforms with Sophisticated Serving and Device Detection Technologies 470
  Global Mobile Advertising Networks and Platforms: Impression Formats by Type 472
  Mobile Ad Network Business Building Blocks: Billing Models, Fill Rates and Participation Percentages 474
  Global Mobile Advertising Network Billing Models, Fill Rates, Ad Unit Pricing and Participation Percentages 475
  Mobile Advertising Network Inventory is Typically Non-Exclusive 477
  Global Mobile Advertising Network Inventory Total (Non-Exclusive): 2009-2011 478
  Mobile Ad Networks Reach Audiences in the Tens of Millions Globally 480
  Global Mobile Advertising Network Estimated Unique User Reach 2009 - 2011 481
  Global Mobile Ad Impressions See Triple-Digit Growth: Filled Inventory by Year 2009 – 2011 483
  Global Mobile Paid Impressions: 2009 - 2011 483
  Global Mobile Advertising Network Inventory Fill Rates and Paid Impressions by Year: 2009 - 2011 485
  Global Mobile Advertising Network Revenue and Gross Media Spend: 2009-2013 487
  Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2010 489
  Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011 491
  Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 - 2011 491
  Mobile Video Gross Media Spend Forecast at $268 Million in 2011; a Triple-Digit Jump Over 2010 491
  Gross Mobile Video Media Spend: 2009 - 2011 492
  Mobile Video Advertising Network Revenue and Gross Media Spend: Video 2009 - 2013 494
  Total Billed Inventory Reached 42.1 Billion Impressions in 2010; U.S. Market Claims 54.7% of Mobile Video Gross Media Spend 495
  Mobile Video Advertising Network Billed Impressions Delivered by Geographic Region: 2010 496
  Mobile Video Paid Impressions by Geography: 2010 498
  Q & A’s 500
    ADFONIC 500
    ADITIC (a division of Sofialys) 505
    ADMARVEL (A UNIT of OPERA SOFTWARE) 510
    BUZZCITY 516
    GREYSTRIPE 521
    InMobi 525
    JUMPTAP 531
    MILLENNIAL MEDIA 535
    MOBCLIX, a Velti company 540
    MOBGOLD 544
    MOBILE THEORY 547
    MOOLAH MEDIA 553
    RHYTHM NEWMEDIA 559
    SMAATO 564
    TRUMPIA 568
    ZESTADZ 572
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