Pre-Roll Video Inventory and Media Spend: 2003 - 2010

Pre-Roll Video Inventory and Media Spend: 2003 - 2010

Category : ICT & Media
Published On : May  2009
Pages : 123



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Pre-roll video advertising billed online against premium inventory (short and long-form content) is forecast to reach $560 million in 2009, and increase of 31.6% over ’08. This research report presents a rigorous, analytics based appraisal of historical, current and forecast market value attached to the pre-roll avail, comprising total views, insertion ratios, inventory, sellout rates and CPMs that anchor gross media spend estimates.

TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1
  Pre-roll inventory grew by 12.6% in 2008; Pre-roll media spend forecast to increase by 31.6% in 2009 1
  Pre-roll video advertising inventory is forecast at 23.9 billion units in 2009 2
  News content accounts for 32.1% of pre-roll media spend in 2008 2
  ABC (including ABCNews and ABC O & Os), Turner New Media and Hulu account for a combined 30.6% of pre-roll media spend in 2008 2
  Video advertising network gross pre-roll (remnant) advertising billings at $116.4 million in 2008 2
SECTION ONE 3
  Pre-roll inventory grew by 12.6% in 2008; Pre-roll media spend forecast to increase by 31.6% in 2009 3
  Pre-Roll Inventory and Media Spend 4
  Pre-roll ads inserted on average every 1.5 video content plays in 2008; ratio forecast to remain steady in 2009 6
  Online Video Media Spend By Avail Type: 2003 - 2010 8
  Direct sales teams will place 60% of pre-roll inventory in 2009 9
  Pre Roll Media Spend: In-House vs Ad Network Sales 9
  CPMs declined slightly across most video avail formats in 2008 10
  CPMs: 2007 and 2008 Comparison 11
  Pre-roll CPMs are still holding in the low $20 range for short-form content, low $30s for long-form content 12
  Pre/Mid Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2008 14
  Terminology Used in This Research Report 19
SECTION TWO 21
  News content accounts for 32.1% of pre-roll media spend in 2008 21
  Pre-Roll Gross Media Spend: 2008 21
  Long-form premium television content attracts 72.1% of gross media spend in the television category 23
  ITelevision Pre-Roll Gross Media Spend By Format 23
  Entertainment/kids television has a lower than average pre-roll insertion ratio per content plays, and the highest level of intra-brand media placement 23
  News is being monetized with pre-roll video on a one-to-one basis 26
  Content Plays per Video Ad Insertion: Pre-Roll 2008 27
  Premium pre-roll placed against long-form TV content topped CPM ranges in 2008 28
SECTION THREE  
  ABC (including ABCNews and ABC O & Os), Turner New Media and Hulu account for a combined 30.6% of pre-roll media spend in 2008 36
  Pre/Mid Roll Video Advertising Media Spend Share by Aggregated Brand: 2008 37
  The top twenty aggregated brands generated 94.8% of pre-roll gross media spend in 2008 40
  Pre-Roll Gross Media Spend by Associated Brand: 2008 41
  Q&A 45
    COMCAST.NET 45
    COMEDYCENTRAL.COM/ATOM.COM 50
    FOX/NBC/HULU 53
    HEAVY.COM 55
    MSNBC.COM 61
    TURNER NEW MEDIA ENTERTAINMENT 67
    VEOH.COM 72
    WEATHER.COM 78
SECTION FOUR 82
  3rd Party video advertising network aggregated pre-roll (remnant) inventory is in demand, but it’s a highly charged and competitive sales environment 82
  Video advertising network gross pre-roll advertising billings at $103 million in 2008 82
  Video Advertising Networks Pre-Roll Gross Billings: 2007 - 2010 83
  Tremor Media and BBE capture double-digit share of gross media spend in remnant pre-roll segment 86
  3rd party video advertising networks place 24% of media bought against pre-roll inventory in 2008 87
  Ad Network Share of Premium Pre-Roll Gross Billings: 2008 87
  Hosting, insertion and CMS fees playing an increasing role in remnant pre-roll network revenue 90
  Q&A 101
    BRIGHTROLL 101
    BBE (BROADBAND ENTERPRISES) 105
    SPOTXCHANGE 110
    TREMOR MEDIA 114
    WORLDNOW 119
    YUME NETWORKS 123
 
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