Online and mobile advertising networks, serving platforms and exchanges are projected to clear an estimated $5.65 billion in gross video media spend in 2011, according to this detailed interdisciplinary sector report.
This report is a comprehensive, data-driven assessment of each ad network sector, and the competitive cross currents interconnecting them. Media spend and net revenue growth trajectories are provided by sector, company and inventory format supported, that combined with business model analytics yields a complete inter-sector valuation, revealing multi-screen market dynamics and trends.
Mobile ad networks and platforms are forecast to account for 4.7% of combined inter-sector gross video media spend in 2011, up from 2.4% in 2010, measured against filled inventory of 107.5 billion global impressions.
Mobile video impressions are estimated to make up 7.9% of total inventory, often priced on a performance, or CPC basis (or eCPM equivalent), generating 18% of total billed mobile media. By contrast, online video ad networks, serving platforms and exchanges are on track to clear 340 billion impressions in 2011, normally paid against a CPM model.
| Executive Summary | 1 | ||
| GGlobal Mobile Ad Network Sector Dynamics | 1 | ||
| Business Models are Working, and Venture Finance Abundant | 1 | ||
| Online/Cross-Platform Sector Dynamics | 2 | ||
| Profitable Businesses, Abundant Venture Finance and Healthy Exit Multiples | 3 | ||
| Mobile Advertising Networks, Ad Serving Platforms and Exchanges are Forecast to Generate 4.7% of Combined Gross Video Media Spend in 2011 | 2 | ||
| Gross Video Media Spend: Mobile Ad Networks and Exchanges vs. Online and Cross- Platform Ad Networks and Exchanges | 2 | ||
| Mobile Video Ad Spend vs. Online Video Ad Spend: Percentage Comparison 2009 – 2011 | 3 | ||
| Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011 | 4 | ||
| Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 - 2011 | 4 | ||
| Video Inventory and Impressions Delivered Grew by 86.4% in 2010 | 4 | ||
| Video Advertising Solution Provider Inventory/Impression Growth: 2008 – 2010 | 5 | ||
| Glossay of Terms | 6 | ||
| Online and Cross-Platform Video Advertising Networks, Ad Serving Platforms and Exchanges | 6 | ||
| Mobile Video Advertising Networks, Ad Serving Platforms and Exchanges | 10 | ||
| Section One | 12 | ||
| Online, Mobile Video Ad Network, Serving Platform and Exchange Business Environment Overview and Market Comparison | 12 | ||
| Online and Mobile Advertising Network, Platform and Exchange Operations: Competitive Cross Currents | 12 | ||
| Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 -2011 | 12 | ||
| Global Mobile Ad Network Sector Dynamics | 14 | ||
| Business Models Areworking, and Venture Finance Abundant | 14 | ||
| Online/Cross-Platform Video Advertising Sector Dynamics | 14 | ||
| Profitable Businesses, Abundant Venture Finance and Healthy Exit Multiples | 14 | ||
| Mobile Video Advertising Networks: Global Campaign Management Platforms with Sophisticated Serving and Device Detection Technologies | 15 | ||
| Mobile Video Advertising Networks and Platforms: Impression Formats by Type | 17 | ||
| Online and Cross-Platform Video Advertising Networks, Ad Serving Platforms and Exchanges are Rapidly Evolving Their Scope of Operations: Comparative Market Dynamics | 18 | ||
| Video Advertising Networks, Ad Serving and Media Clearing Platform Environments Encompass the Following Broad Solutions Categories: | 19 | ||
| Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks | 21 | ||
| Mobile Video Advertising Networks, Ad Serving Platforms and Exchanges Typically Have Performance-Based Business Models | 22 | ||
| Mobile Video Advertising Network Billing Models, Fill Rates, Ad Unit Pricing and Participation Percentages | 23 | ||
| Online and Cross-Platform Advertising Networks, Ad Serving Platforms and Exchanges Typically Bill on A CPM, Revenue Share or per Transaction Basis | 24 | ||
| Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks | 25 | ||
| Mobile Video Ad Networks, Ad Serving Platforms and Exchanges often Manage, Represent or Deliver Annual Global Inventory (All Media Formats) Numbering Hundreds of Billions of Impressions | 27 | ||
| Online and Cross-Platform Advertising Networks, Ad Serving Platforms and Exchanges Manage Monthly Pre-Roll, In-Page, Display and Overlay Inventory Numbering Hundreds of Millions to Tens of Billions of Monthly Impressions | 28 | ||
| Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks | 28 | ||
| Mobile Video Ad Networks, Platforms and Exchanges Forecast to Clear $1.48 Billion in Gross Media Spend in 2011 | 29 | ||
| Gross Media Spend: Mobile Video Ad Networks and Exchanges vs. Online and Cross- Platform Video Ad Networks and Exchanges | 30 | ||
| Mobile Advertising Networks, Ad Serving Platforms and Exchanges are Forecast to Generate 4.7% of Combined Gross Video Media Spend in 2011 | 32 | ||
| Gross Video Media Spend: Mobile Ad Networks and Exchanges vs. Online and Cross- Platform Ad Networks and Exchanges | 32 | ||
| Online and Cross-Platform Video Ad Networks, Ad Serving Platorms and Exchanges to Capture 76% of Combined Net Revenue in 2011 | 34 | ||
| Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Analysis | 35 | ||
| Mobile Video Advertising Network Revenue and Gross Media Spend: All Formats 2009 - 2013 | 39 | ||
| Mobile Video Advertising Network Revenue and Gross Media Spend: Video 2009 - 2013 | 40 | ||
| Multi-Screen Video Advertising Solutions and Platforms: Pre-Roll and In-Page Video Gross Media Spend | 41 | ||
| Multi-Screen Video Advertising Platforms, Exchanges, Server Solutions and Networks: Net Revenue Analysis | 42 | ||
| Mobile Video Ad Network, Serving Platform and Exchange Net Revenue Forecast to Outpace Online/Cross-Platform Counterparts through 2013 | 43 | ||
| Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Profile | 43 | ||
| Video Inventory and Impressions Delivered Grew by 86.4% in 2010 | 45 | ||
| Video Advertising Solution Provider Inventory/Impression Growth: 2008 – 2010 | 45 | ||
| Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011 | 46 | ||
| Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 - 2011 | 47 | ||
| Section Two | 48 | ||
| Mobile Video Gross Media Spend Forecast at $268 Million in 2011; A Triple-Digit Jump Over 2010 | 48 | ||
| Gross Mobile Video Media Spend: 2009 - 2011 | 48 | ||
| Total Billed Inventory Reached 42.1 Billion Impressions in 2010; U.S. Market Claims 54.7% of Mobile Video Gross Media Spend | 52 | ||
| Mobile Video Advertising Network Billed Impressions Delivered by Geographic Region: 2010 | 53 | ||
| Mobile Video Paid Impressions by Geography: 2010 | 55 | ||
| Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011 | 57 | ||
| Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 - 2011 | 57 | ||
| Mobile Video Filled Impressions at 11.6% of Total Impressions Running on Networks, Platforms and Inside Exchanges that Support Video | 58 | ||
| eCPM Analysis: Mobile Video Spend and Impressions Filled 2009 - 2011 | 59 | ||
| Mobile Video Gross Media Spend Estimated at 14.8% of Total Mobile Gross Media Spend in 2011 | 59 | ||
| Gross Mobile Media Spend vs. Mobile Video Media Spend: 2009 - 2011 | 60 | ||
| Mobile Video Ad Networks Forecast to Claim 67.8% of Video Gross Media Spend in 2011 | 63 | ||
| Gross Media Spend by Mobile Video Market Position: Ad Networks vs. Platforms/ Exchanges | 63 | ||
| Mobile Video Advertising Network Revenue and Gross Media Spend: 2009 - 2013 | 65 | ||
| Mobile Video Exchange/Platform Revenue and Gross Media Spend: 2009 - 2011 | 66 | ||
| Mobile Video Advertising Network Revenue and Gross Media Spend: All Formats 2009 - 2013 | 68 | ||
| Q & A’s | 69 | ||
| Adfonic | 69 | ||
| Aditic (A Division of Sofialys) | 74 | ||
| Admarvel (A Unit of Opera Software) | 79 | ||
| Amobee | 85 | ||
| Greystripe | 90 | ||
| Millennial Media | 94 | ||
| Mobclix, a Velti Company | 99 | ||
| Mobile Theory | 103 | ||
| Rhythm NewMedia | 108 | ||
| Smaato | 113 | ||
| Zestadz | 117 | ||
| Section Three | 122 | ||
| Online and Cross-Platform Video Ad Networks, Ad Serving Platforms and Exchanges are Moving Aggressively Into Mobile; Seeking TV Budgets Being Allocated to Media Spend on Mobile Devices | 122 | ||
| Inter-Sector Competitive Positioning and Contrasts: | 122 | ||
| Mobile Video Advertising Networks and Platforms Forecast to Capture 12.1% of Combined Inter-Segment Gross Media Spend in 2011 | 122 | ||
| Gross Media Spend: Mobile Video Ad Networks and Exchanges vs. Online and Cross- Platform Video Ad Networks and Exchanges | 123 | ||
| Video Inventory and Impressions Delivered Grew by 86.4% in 2010 | 125 | ||
| Video Advertising Solution Provider Inventory/Impression Growth: 2008 – 2010 | 125 | ||
| Video Ad Networks, Ad Serving Platforms and Exchanges Forecast to Run 95.3% of Combined Inter-Sector Gross Videospend through Their Platforms, Networks and Mediation Systems in 2011 | 126 | ||
| Gross Media Spend by Solution Category | 129 | ||
| Video Ad Serving Platforms and Services: Gross Media Spend | 131 | ||
| Pre-Roll Ad Network Gross Media Spend Rose by 185.9% in 2010 | 134 | ||
| Multi-Screen Video Advertising Platforms: Pre Roll Inventory and Gross Media Spend Analysis | 135 | ||
| Auction and Exchange Video Gross Media Spend Jumped by 652.5% in 2010 | 136 | ||
| Multi-Screen Video Advertising Solutions and Platforms: Exchanges, Marketplace RTB and Mediation Environments | 136 | ||
| RTB Auctions, Exchanges and Mediation Systems are Forecast to Grow Top Line Revenue (Net) by 182.8% in 2011 | 137 | ||
| Real Time Bidding Solutions Net Revenue Analysis: 2008 - 2014 | 137 | ||
| Video Ad Serving Platforms Forecast to Grow Top Line Revenue by 56.2% in 2011 | 140 | ||
| Multi-Screen Video Ad Serving Platforms and Services: Net Revenue Analysis | 140 | ||
| Pre-Roll Advertising Networks Forecast to Grow Top Line Revenue (Net) by 68.3% in 2011 | 141 | ||
| Video Advertising Networks and Media Sales: Pre Roll Solution Specialists | 141 | ||
| Video Advertising Solutions and Platforms: Exchanges, Marketplace RTB and Mediation Environments | 142 | ||
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