In-stream and virtual video ad billings are forecast to realize 24% growth in 2014, led by extensive monetization against broadcast and cable programmer inventory, supported by a stable of multi-screen media executions, brand-direct spend, mobile, social, internet music radio and VOD avails, according to a wide-ranging, data rich marketplace analytics report by AccuStream Research.
The report, In-Stream and Virtual Video Advertising 2014 – 2017, provides brands, marketers, agencies, buyers and sellers a detailed inventory map of the entire marketplace including sellout, views by site and screen, CPMs, spot length, insertion frequencies by publisher, programmer, device, aggregator and network, plus spend traversing ad tech serving systems and media player/recommendation platforms.
In-stream inventory allocated against premium content (and their syndication partners, including Hulu) increased 40% in 2013, to 1.75 impressions per video play and captured 50% of spend across this $3.2 billion patch of the marketplace. The virtual video ad industry exhibited a CAGR of 54.2% over the past ten years.
Aggregated insertion frequencies are holding steady at similar levels in 2014 and while 1st Q. demand is typically soft, and some inventory unsold–even considering the presence of sophisticated ad tech and media clearing systems–video campaigns are nevertheless flighted at near broadcast television levels, with mobile/tablet video content monetized at slightly lower rates.
Further, TV Everywhere/VOD and in-stream inventory, when undersold, exposes viewers to impression fatigue, according to analysis of 200 properties; early TV Everywhere deployments remain a tech and monetization work in progress.
We currently estimate YouTube desktop insertion frequency (based on a rolling annual average) at 15%, with 55% skippable inventory. YouTube mobile/tablet video shows an insertion frequency of 10.6%.
An extensive database of in-stream inventory is contained in this report, with broadcast networks and cable programmers analyzed as a group.
In-banner video inventory is currently forecast at 487.3 billion impressions delivered in 2014, up 17% over 2013, with $3.19 billion in billings.
Table of Contents
Executive Summary 1
In-Stream and Virtual Video Spend Forecast at $9 1 Billion in 2014 1
Graphic- In-Stream and Virtual Video ad Format Share: 2003-2017 2
Graphic- In-Stream and Virtual Video Media Spend CAGR Analysis 2003-2017 4
Graphic- Broadcast and Cable TV Video Inventory to Video Plays: 2010-2013 5
In-Stream and Digital Video Advertising Terminology and Definitions 6
Section One 12
Virtual Video Advertising 2014-2017: An early stage, highly integrated, screen-deep, tech-intensive, analytics- driven buy/sell/economy that embraces TV monetization formulae 12
Graphic – In-Stream and Virtual Media Spend by Format 2003-2017 13
Graphic – In-Stream and Virtual Video Media Spend: 2003-2017 14
Graphic – In-Stream and Virtual Video Ad Format Share: 2003 -2017 15
Graphic – In-Stream and Virtual Video Media Spend Share by Avail Format: 2003-2017 17
Graphic – In-Stream and Virtual Video Media Spend: 2003 – 2017 19
Graphic – In-Stream and Virtual Video Media Spend: 2003 – 2017 20
The First Virtual Video Advertising Decade: CAGR of 54 2% (2003 – 2013) 21
Graphic – In-Stream and Virtual Media Spend: Annual Growth Analysis: 2003-2017 21
Graphic – In-Stream and Virtual Video Media Spend CAGR Analysis 2003-2017 22
Graphic – Broadcast and Cable TV Video Inventory to Video Plays: 2010 – 2013 23
Graphic – Broadcast and Cable TV Video Inventory Insertion Frequency: 2010 – 2013 23
Graphic – Virtual Video Inventory: Insertion Frequency Comparison 2010 – 2013 24
Broadcast and Cable TV Programmer and Partner Inventory Expands to 61 Billion Avails Sold, Delivers a 63 8% Jump in 2013 Video Spend 25
Graphic – In-Stream Broadcast/Cable Network Inventory and Media Spend Analysis: 2010 – 2013 25
Graphic – In-Banner Video Impressions and Media Spend: 2003 – 2017 26
Graphic – Aggregated Inventory and Media Spend Annual Percentage Change: 2008-2013 28
Authenticated Sign-In / TV Everywhere: Present and Future Video Spend Indicators 29
Video CPMs: The Yin and Yang of Big Data, the Cross-Platform Inventory Surge, Greater Audience and Impression Transparency: 31
Graphic – Virtual Video Inventory Pricing Models/CPMs by Format Execution: 2007-2013 Annual Comparison 32
Section Two 33
In-Stream Video Advertising 2014: Insertion Frequencies Rise, Broadcaster Virtual Inventory Exploitation Modeled After Linear TV 33
Graphic – Broadcast and Cable TV Video Inventory to Video Plays: 2010 – 2013 34
Graphic – Allocated Virtual Video Inventory to Video Plays 210 – 2013 35
Graphic – In-Stream Video Inventory and Media Spend Analysis: 2010 – 2013 37
Graphic – In-Stream Video: Allocated Inventory vs Sold Inventory and Spend 2010 – 2013 38
Across All Sites and Networks: 2013/2014 Insertion Frequency at 89 Video Plays Per Video Ad 39
Graphic – Virtual Pre-Roll and In-Stream Inventory Insertion Ratios 39
Graphic – In-Stream Video Inventory Allocation Analysis: Publisher vs YouTube Comparison 2006 – 2013 40
Graphic – Virtual Pre-Roll and In-Stream Video Inventory Views/Avails 2006 – 2013 41
Graphic – In-Stream Paid Inventory and Media Spend Growth Comparison 42
Graphic – Paid Virtual In-Stream Inventory and Media Spend Growth Analysis: 2003 – 2017 43
Broadcast Television and Cable TV Programmers Generate 50% of In-Stream Video Spend 44
Graphic – In-Stream Video: Broadcast and Cable TV Allocated Inventory vs Sold Inventory and Spend 2010 – 2013 45
Graphic – Broadcast and Cable Network Video Inventory and Media Spend Growth Analysis: 2010- 2013 46
Graphic – Premium Publisher In-Stream Video Advertising Summary: 2010 – 2013 47
YouTube Desktop Insertion Frequency at 15 1% in 2013 53
Graphic – Virtual Pre-Roll and In-Stream Video Inventory with YouTube Views/Avails: 2006 – 2013 54
Graphic – YouTube Views and Allocated Inventory by Content Category: 2013 Full Year 55
Graphic – YouTube Mobile Video Views and In-Stream Ad Inventory by Content Channel 2013 56
Graphic – Virtual Video Advertising In-Stream Format CAGR 2003 – 2017 57
Graphic – In-Stream Video Avails and Media Spend: 2003 – 2017 58
Graphic – Virtual In-Stream Video Avails: 2003 – 2017 59
Graphic – Virtual In-Stream Video Media Spend: 2003 – 2017 60
Graphic – Virtual In-Stream and Pre-Roll Avails/Media Spend Growth Comparison 61
Graphic – Virtual Video Inventory and Media Spend Growth Comparisons: 2004 – 2017 62
The In-Stream Video Advertising Marketplace is Integrated with Ad Networks, Auctions, Exchanges, RTBs, and Serving Technology Platforms 63
Graphic – Summary Totals by Ad Clearing, Trafficking Segment: Video Spend Estimates and Analysis 2008 – 2013 with Forecasts Through 2017 63
Graphic – Video Advertising Networks/Platforms: Aggregate and Unduplicated Inventory, Spend and eCPM Analysis 2008 – 2013 64
Graphic – Video Advertising Networks/Platforms: Aggregated Media Spend 2008 – 2013 66
Graphic – Video Auctions, Exchanges, RTBs, Bid Management Platforms, Data Science: Unduplicated Inventory, Media Spend and eCPM by Transaction Solution 2008 – 2013 67
Graphic – Video Ad Trafficking/Platforms/Analytics/Services: Media Spend Value 08-2013 69
Graphic – Media Spend: Virtual Streaming, Curated Stations and Track Play Music Radio 2003 – 2016 71
Graphic – In-Stream Video Ad Insertion Summary, Comparative Metrics, Analytics and Performance Benchmarks: 2010 – 2013 72
Graphic – In-Stream Virtual Video Advertising: Views, Devices, Insertion Frequencies, Inventory, Sellout, CPM, and Media Spend Analysis: 2013 (Full Year) 75
Section Three 92
In-Banner Video 2014: A Durable Format and In-Stream Extension Forecast to Grow At Double-Digit Rates 92
Graphic – In-Banner Video Impressions and Media Spend: 2003 – 2017 94
Graphic – In-Banner Video Impressions Delivered: 2003 – 2017 95
Graphic – In-Banner Video Media Spend: 2003 – 2017 96
Graphic – In-Banner Video Impressions and Media Spend 2004 - 2017
Percent Growth Comparison 97
Paid In-Banner and In-Stream Video Impressions are Forecast at Double-Digit Growth Rates through 2017 98
Graphic – Digital In-Stream and In-Banner Paid Inventory Growth: 2003 – 2017 98
Graphic – Paid Digital Video Inventory Growth Rate Comparison: In-Stream vs In-Banner 2003 – 2017 99
In-Banner Video Spend Made Up 46 4% of Combined In-Stream/In-Banner Digital Video Ad Spend in 2013 100
Graphic – In-Stream and In-Banner Video Media Spend Totals & Comparison 2003-2017 100
Graphic – In-Stream and In-Banner Video Media Spend Share of Market Comparison 101
Graphic – In-Stream and In-Banner Video Media Spend: Annual Share Analysis 2003-2017 102
Graphic – Digital In-Stream (Desktop and Mobile) and In-Banner Video Spend Totals 103
Graphic – In-Stream, In-Banner and Mobile Video Advertising: Media Spend Share 2003-2017 104
Graphic – Video Ad Trafficking/Platforms/Analytics/Services: Media Spend Value 2008 – 2013 105
Graphic – Video Ad Trafficking Platforms: Aggregate and Unduplicated Inventory, Spend, and eCPM Analysis 2008 – 2013 106
Section Four 108
Brand-Directed Virtual Video Marketing, Social Environments, Platforms and Multi-Device Media Players Forecast at 22 2% of 2014 Spend 108
Graphic – In-Stream and Digital Video Media Spend: 2003 – 2017 109
Graphic – In-Stream and Digital Video Media Spend Share by Avail Format: 2003-2017 110
Graphic – In-Stream and Digital Video Media Spend by Format: 2003 – 2017 111
Graphic – Mobile/Tablet (Non-Desktop) Video Advertising Networks and Ad Clearing Platforms: Filled, Billed Inventory and Media Spend Analytics: 2009 – 2013 112
Graphic – YouTube Mobile Video Views, In-Stream Advertising by Content Channel:2013 114
Graphic – Social Video Marketing and Advertising Networks/Platforms: Media Spend 2008 – 2013 115
Graphic – Social Video Marketing/Paid Placement Spend: 2008 – 2017 116
Graphic – Over-The-Top Video Advertising: Media Spend Analysis 2011 – 2013 117
Graphic – Video Advertising/DVR-C3 and Over-The-Top Media Spending: 2008 – 2017 118
Graphic – Media Players, Recommendation, Social Conversation Video-Related Spend Analysis 2010 – 2013 120
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