Online and Mobile Video Advertising Networks, Serving Platforms and Exchanges: Comparative Business Model, Media Spend, Inventory and Revenue Analytics

Online and Mobile Video Advertising Networks, Serving Platforms and Exchanges: Comparative Business Model, Media Spend, Inventory and Revenue Analytic

Category : ICT & Media
July  2011  Pages : 142



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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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