Pre-roll video advertising bought against increasing volumes of premium, syndicated, aggregator, 2nd and 3rd tier, UGC and social media inventory online is powering a thriving market forecast at $1.56 billion in 2011 gross billings, a 48% improvement over 2010. This detailed video media spend report presents a rigorous financial, analytics based forecast of pre-roll inventory, billings growth, insertion frequencies, CPMs (historical to present, by site, brand and content category--including sellout rates), which when combined yield total market value.
An extensive analysis of gross media spend generated by in-house sales teams and corresponding contribution made through associations with video ad networks focused on pre roll inventory, along with exchanges, auctions, mediation and campaign management platforms is provided in detail.
YouTube is the largest pre roll video advertising network online (in terms of both inventory and gross media spend), followed by Hulu.
TABLE OF CONTENTS:
| EXECUTIVE SUMMARY | 1 | |||
| Online Pre Roll Video Advertising Macro Market Dynamics: Dramatic Inventory Growth in 2010 - 2011; More Options to Clear It | 1 | |||
| Pre-Roll Video Inventory: 2003 – 2014 | 3 | |||
| Pre-Roll Video Media Spend: 2003 – 2014 | 5 | |||
| Pre Roll Gross Media Spend By Content Category: 2011 | 7 | |||
| Pre Roll Gross Media Spend By Content Category: 2010 | 8 | |||
| 2011 Pre Roll Exploitation Strategy: Higher Insertion Frequencies Results in Less Inventory | 9 | |||
| Pre Roll Video Insertion Frequency: 2009 – 2011 | 9 | |||
| Glossary of Terms | 10 | |||
| SECTION ONE | 13 | |||
| Online Pre Roll Video Advertising Macro Market Dynamics: Dramatic Inventory Growth in 2010 – 2014 and More Options to Clear It | 13 | |||
| Media Spend Trends: Strong Inventory Growth | 15 | |||
| Market Trends: More Video is Accessible, and more Media is being Cleared | 15 | |||
| Pre-Roll Media Online Continues to Blossom: Spend Increased by 74.9% in 2010; 48% Rise Forecast for 2011 | 16 | |||
| Pre-Roll Inventory and Media Spend: 2003 – 2014 | 17 | |||
| YouTube Video Share Comparison by Category: Pre Roll Inventory by Content Category and Publisher Type | 18 | |||
| Pre-Roll Video Inventory: 2003 – 2014 | 19 | |||
| Pre-Roll Inventory and Media Spend Growth Comparison | 22 | |||
| Trend: Less Media Can Mean More Brand Exposure: Lower Pre Roll Insertion Frequency Seen in 2011; Longer Spot Length | 24 | |||
| Pre Roll Inventory Insertion Ratios | 24 | |||
| Pre Roll Insertion Frequency Rose to 2.2 in 2010 when Including YouTube Inventory | 25 | |||
| Pre Roll Inventory Insertion Ratios | 25 | |||
| Trend: Marketers Demand Media Clearing Efficiency, Market Transparency and Inventory Scale | 26 | |||
| Pre Roll Media Spend: In-House vs. Ad Networks, Exchanges | 27 | |||
| Pre Roll Media Spend: In-House vs. Ad Network Sales, Exchanges, Auctions and Mediation Platforms | 28 | |||
| CPMs 2011: Holding Steady for Premium Pre Roll; Increasing for Custom Search Inventory; Slight Dip Across all Pre Roll Inventory | 29 | |||
| CPMs: 2007- 2011 Comparison | 29 | |||
| Average Pre Roll CPMs (Historical, Current and Forecast) Shift Downward when Including YouTube Sold Inventory | 31 | |||
| CPMs: 2007- 2011 Comparison | 31 | |||
| Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2010 | 36 | |||
| SECTION TWO | 40 | |||
| Pre Roll Media Spend by Content Category | 40 | |||
| Pre Roll Inventory Trends: 2010 – 2011 Saw Remarkable Market Transformations | 40 | |||
| UGC Video Content (Including Semi-Professional and Professionally Managed Content Channels) are Forecast to account for 37.7% of Pre-Roll Media Spend in 2011 | 40 | |||
| Gross Media Spend by Category: 2011 (Est.) | 41 | |||
| Pre Roll Video Average CPMs: 2009 - 2011 | 43 | |||
| Gross Media Spend by Category: 2009 | 48 | |||
| Pre Roll Ad Spend Dynamics 2009 - 2011: Inventory, Sellout Rates and CPMs Effect Value | 51 | |||
| Gross Media Spend by Category: 2009 - 2011 | 51 | |||
| 2011 Pre Roll Exploitation Strategy: Higher Insertion Frequencies Results in Less Inventory, but Impression Run Longer | 52 | |||
| Pre Roll Video Insertion Frequency: 2009 – 2011 | 53 | |||
| Pre Roll Inventory is Growing At 29.8% in 2011; Up 290.1% in 2010 | 55 | |||
| Pre Roll Video Advertising Inventory Analysis: 2009 - 2011 | 55 | |||
| Pre Roll Sellout Rates Improve Across all Content Categories in 2011 | 56 | |||
| UGC Video and Social Media Combined Are Forecast to Sell 51.7 Billion Pre Roll Units in 2011 | 57 | |||
| Pre Roll Video Advertising Sold Inventory Analysis: 2009 - 2011 | 57 | |||
| Pre Roll Inventory, Insertion Frequencies, Sellout Rates and CPMs: Category Summaries by Year: 2009 – 2011 | 59 | |||
| Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2011 (Full-Year Estimates) | 61 | |||
| Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend Analysis: 2010 | 66 | |||
| Pre/Mid/Post Roll Video Advertising Inventory, Sales and CPMs by Content Category: 2009 | 70 | |||
| SECTION THREE | 76 | |||
| YouTube, Hulu, Large Cross-Platform Television and Major Internet Aggregators Capture Pre Roll Media Spend Share in 2010 – 2011 | 76 | |||
| The Top Ten Brands (Including Online Only and Cross-Platform Media Publishers) are Forecast to Capture 85.2% of Pre Roll Gross Media Spend in 2011 | 76 | |||
| Pre/Mid/Post Roll Video Advertising Media Spend by Publisher Brands: 2011 | 77 | |||
| Pre/Mid/Post Roll Video Advertising Media Spend by Publisher Brands: 2010 | 89 | |||
| SECTION FOUR | 99 | |||
| Video Advertising Networks: Leaders in Campaign, Analtyics and Management Innovation | 99 | |||
| Trend: Demand for Inventory, Robust Analytics and Dedicated Sales Expertise Keys to Market Growth | 99 | |||
| Market Dynamics | 99 | |||
| Video Ad Networks with Sales Expertise Cleared $514 - $624 Million in Pre Roll Gross Media Spend in 2010 | 100 | |||
| Multi-Screen Video Advertising Platforms: Pre Roll Inventory and Gross Media Spend Analysis | 101 | |||
| Q & A’s | 102 | |||
| AUDIENCESCIENCE | 102 | |||
| BLINKX | 108 | |||
| BRIGHTROLL | 112 | |||
| COLLECTIVE | 117 | |||
| ROCKET FUEL | 122 | |||
| SPOTXCHANGE | 127 | |||
| TIDALTV | 132 | |||
| TREMOR VIDEO | 137 | |||
| TUBEMOGUL | 143 | |||
| TURNHERE.COM | 148 | |||
| VIDSENSE | 152 | |||
| VISIBLE MEASURES | 158 | |||
| YUME INC. | 163 | |||
| SECTION FIVE | 169 | |||
| Pre Roll Inventory Transparency and Clearing: Auctions, Exchanges and Real Time Bidding Environments Give the Market a Liquidity Boost | 169 | |||
| RTB Environment Gross Media Spend Rose by 652% in 2010 | 169 | |||
| Real Time Bidding Environments: Video Media Spend Growth 2008 - 2010 | 170 | |||
| Multi-Screen Video Advertising Solutions and Platforms: Exchanges, Marketplace RTB and Mediation Environments | 171 | |||
| Video Advertising Solutions and Platforms: Exchanges, Marketplace RTB and Mediation Environments | 172 | |||
| RTB Environments Capture 7.8% of Sector Gross Media Spend in 2010 | 173 | |||
| RTB environments captured 1.8% of gross media spend in 2009, a percentage that ramped up to 7.8% in 2010 | 173 | |||
| Gross Media Spend by Solution Category | 173 | |||
| Q & A’s | 175 | |||
| ADBRITE | 175 | |||
| ADAP.TV | 180 | |||
| LIVERAIL | 185 |
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