The digital video value chain (comprising CDN, video ad networks, serving platforms, auctions, exchanges, RTBs, integrated video platforms, media transformation, processing, optimization and analytics, mobile ad networks, platforms and media clearing environments made a combined $6.3 billion in 2012 revenue. Revenues (net of requisite publisher payouts) improved 38.1% for U.S.-based vendors, including their international operations.
Globally, the digital video value chain grew 36.6% to $9.4 billion, bookending a nine-year CAGR of 38.6%, as encompassed in this multi-disciplinary ecosystem, operations and business analytics report. This 600+ page edition presents exclusive, extensive primary quantitative research about each value chain entrant and related sectors, comparative growth rates and business model implementations.
TABLE OF CONTENTS:
| EXECUTIVE SUMMARY | 1 | ||
| Digital Video Value Chain Markets Combine for 41% Growth in 2012 | 1 | ||
| Double-digit growth seen across all value chain sectors analyzed in 2012 | 1 | ||
| Digital Video Value Chain Revenue Share 2006 - 2012: CDN, Ad Networks and Platforms | 3 | ||
| Global Digital Video Value Chain Rolls to a 36.6% 2012 Increase, Surpassing $9.4 Billion in Revenue | 5 | ||
| Global Digital Video Value Chain to Continue Double-Digit Rates of Expansion through 2015 | 7 | ||
| The Global Digital Video Value Chain Forecast to Reach $22 Billion in Revenue by Year-End 2015 | 7 | ||
| Mobile ad networks, ad trafficking platforms, auctions and exchanges forecast to outpace digital video value chain market sectors | 7 | ||
| SECTION ONE | 8 | ||
| Digital Video Value Chain Markets Combine for 41% Growth in 2012 | 8 | ||
| Double-Digit Growth Seen Across All Value Chain Sectors Analyzed in 2012 | 8 | ||
| Digital Video Value Chain 2006 - 2012: CDNs, Ad Networks, Auctions, Exchanges and Integrated Platforms | 9 | ||
| CDN is a Relatively Mature Business Sector, and Continues to Lead in Value Chain Revenue,though Share is Declining | 11 | ||
| Digital Video Value Chain 2006 - 2012: CDNs, Ad Networks, Auctions, Exchanges and Integrated Platforms | 16 | ||
| Digital Video Value Chain Revenue Share 2006 - 2012: CDN, Ad Networks and Platforms | 17 | ||
| U.S. Contribution to Digital Video Value Chain Forecast to Grow in Excess of 30% through 2015 | 19 | ||
| Digital Video Value Chain: 2006 - 2015 | 20 | ||
| Video Ad Networks, Ad Trafficking Platforms and Media Clearing Environments are Forecast to Lead the Market 2013 - 2015 | 21 | ||
| Global Digital Video Value Chain Rolls to a 36.6% 2012 Increase, Surpassing $9.4 Billion in Revenue | 24 | ||
| Global Video Value Chain 2006 - 2012: CDNs, Ad Networks, Auctions, Exchanges and Integrated Platforms | 25 | ||
| Global Digital Video Value Chain to Continue Double-Digit Rates of Expansion through 2015 | 28 | ||
| The Global Digital Video Value Chain Forecast to Reach $22 Billion in Revenue by Year-End 2015 | 28 | ||
| Mobile Ad Networks, Ad Trafficking Platforms, Auctions and Exchanges Forecast to Outpace Digital Video Value Chain Market Sectors | 28 | ||
| Global Digital Video Value Chain: 2006 - 2015 | 30 | ||
| Mobile Ad Networks, Platforms, Auctions, Exchanges and Clearing Environments on Course to Capture 29.3% of the Digital Video Value Chain by 2015 | 34 | ||
| Global Digital Video Value Chain: 2006 - 2015 | 37 | ||
| Digital Video Value Chain Sector Summaries | 38 | ||
| CDN Market Continues to Grow at a Steady Rate | 38 | ||
| CDN Market Value 2006 - 2015 | 38 | ||
| Media and Entertainment Percent CDN Revenue: 2006 - 2012 | 41 | ||
| Video Ad Networks and Ad Trafficking Platforms Grew at 42.3% in 2012 | 43 | ||
| Video Advertising Network, Trafficking and Clearing Platform Revenue 2006 - 2012 | 43 | ||
| Integrated Video Platforms, Media Processing and Optimization Solutions Produce 33.8% Growth in 2012 | 45 | ||
| Integrated Video Platforms/Solutions Revenue: 2006 - 2012 | 45 | ||
| Mobile Ad Networks, Ad Trafficking and Clearing Platforms: Rapid Growth Ahead | 47 | ||
| Global Mobile Ad Networks, Trafficking Platforms and Clearing Environments: 2009-2014 | 47 | ||
| SECTION TWO CDN SECTOR ANALYSIS 2013 | 50 | ||
| CDN Terminology Definitions: | 50 | ||
| CDN Sector Dynamics Introduction and 2012-2015 Overview | 52 | ||
| CDN sector business, technology and account acquisition trends | 52 | ||
| Account Acquisition, new entrants and competitive forces | 53 | ||
| Retail and transit bandwidth pricing indicators | 54 | ||
| Video formats and adoption trends | 54 | ||
| International markets, competition and account winds | 54 | ||
| R & D Initiatives | 55 | ||
| CAP EX allocation | 55 | ||
| CDN accounts under contract swell by 61.2% in 2012 | 56 | ||
| CDN Annual Accounts: 2005 - 2012 | 57 | ||
| CDN Total Year End Accounts: 2012 | 57 | ||
| Akamai continues to lead the market in revenue | 58 | ||
| CDN Revenue and Market Share: 2010 - 2012 | 58 | ||
| CAP Ex investment rose by 25.1% in 2012 | 60 | ||
| CDN Cap Ex Investment: 2007 - 2012 | 60 | ||
| CDNs continue to deliver Cap Ex investment efficiency balanced against account additions | 62 | ||
| Cap Ex Analysis: Server Deployments and Account Growth | 62 | ||
| The CDN sector grew by 18.3% in 2012; Double-digit growth forecast through 2015 | 64 | ||
| CDN Market Revenue Analysis: 2003 - 2015 | 64 | ||
| Average MRR increased 8% in 2012 to $5,265 | 64 | ||
| CDN Monthly Recurring Revenue Analysis: 2005 - 2012 | 65 | ||
| Media and Entertainment contract value increased by 20% in 2012 | 71 | ||
| Total Media and Entertainment CDN Contract Value: 2006 - 2012 | 71 | ||
| Entertainment Media Revenue Share of CDN Market: 2006 - 2012 | 71 | ||
| Domestic CDNs are forecast to reach $2.71 billion in 2013 revenue | 71 | ||
| International CDNs are estimated at $1.2 billion in 2012 contract billings | 73 | ||
| Global CDN Market Value (Domestic vs. International CDNs) | 75 | ||
| Account additions at the lower end of the MRR spectrum are being aggressively targeted by smaller CDNs | 77 | ||
| CDN Revenue and Account Growth Rates: 2006 - 2012 | 77 | ||
| The global CDN market is estimated at $3.7+ billion in 2012 | 79 | ||
| The Commercial Market Value of Audio/Video delivery surpassed $1.33 billion in 2012 | 82 | ||
| Commercial Bandwidth Market Value: Audio/Video 2006 - 2012 | 82 | ||
| Professional video delivery represents the largest share of bandwidth consumption | 84 | ||
| Streaming/Http Audio/Video Content Category Share: Commercial Market Value 2006 - 2012 | 84 | ||
| CDN Bandwidth Services Category Share: 2011 | 86 | ||
| CDN Bandwidth Services Category Share: 2012 | 87 | ||
| Retail bandwidth pricing stabilized in 2012 | 88 | ||
| Retail Contract Pricing: 2006 - 2012 | 88 | ||
| Retail Contract Pricing: 2006 - 2012 | 91 | ||
| Retail and transit pricing declines do not necessarily move in tandem | 93 | ||
| Annual Pricing Comparison: Retail Versus Transit 2006 - 2012 | 93 | ||
| CDN Q & A's | 96 | ||
| AKAMAI | 96 | ||
| BITGRAVITY& TATA COMMUNICATIONS CDN | 103 | ||
| CDNETWORKS | 106 | ||
| CHINACACHE | 111 | ||
| CLOUDFLARE | 116 | ||
| EDGECAST | 123 | ||
| HIGHWINDS | 128 | ||
| INTERNAP | 135 | ||
| LEVEL 3 | 140 | ||
| LIMELIGHT NETWORKS | 145 | ||
| MAINSTREAM NETWORKS | 150 | ||
| MIRROR IMAGE | 154 | ||
| NETDNA | 158 | ||
| YOTTAA | 161 | ||
| SECTION THREE VIDEO AD NETWORKS, AD TRAFFICKING PLATFORMS, AUCTIONS, EXCHANGES and RTBs | 163 | ||
| Digital Video Advertising Network and Platform Terminology Definitions | 163 | ||
| Video Ad Networks, Ad Trafficking Platforms, Auctions, Exchanges and RTBs Forecast to Earn $1.1 Billion in 2012 Revenue | 167 | ||
| Video Advertising Platforms: Revenue Analysis by Media Clearing/Serving Category 2007 - 2014 | 171 | ||
| Post Publisher Payout Topline Revenue Analysis | 174 | ||
| Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs, Mediation Layers, SSPs and DSPs: Revenue Analysis 2007 - 2012 | 174 | ||
| Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs, Mediation Layers, SSPs and DSPs | 175 | ||
| Total Platform Revenue: CPM Share Revenue with Platform Licensing, Data, Audience Targeting, Transactions and Usage Fees 2007 - 2014 | 178 | ||
| Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs, Mediation Layers, SSPs and DSPs: Platform Revenue Analysis 2007 - 2014 | 184 | ||
| Video Ad Trafficking: Scale, Reach, Technology and Integration Specialists | 185 | ||
| Video Ad Serving Platforms: Revenue Analysis 2007 - 2014 | 185 | ||
| Video Advertising Networks: Managing the Media Buy and Delivering the Audience | 189 | ||
| Video Advertising Networks: Platform Revenue Analysis 2007 - 2014 | 192 | ||
| Auctions, Exchanges and RTBs: Experiencing High Growth | 193 | ||
| Video Auctions, Exchanges and RTBs: Platform Revenue Analysis 2007 - 2014 | 196 | ||
| Social Video Ad Campaign Platforms and Networks | 197 | ||
| Social Video Advertising Networks: Platform Revenue Analysis 2007 - 2014 | 199 | ||
| Over-The-Top Ad Platforms | 200 | ||
| Over-The-Top Video Advertising Solutions: Platform Revenue Analysis 2007 - 2014 | 201 | ||
| Unscrambling the Market Puzzle: Sizing Duplicate Video Ad Network, Serving Platform Impressions and Corresponding Media Spend | 202 | ||
| Inventory Duplication Analysis: 2008 - 2012 | 202 | ||
| Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs, Mediation Layers, SSPs and DSPs | 204 | ||
| Legend: Video Ad Networks, Platforms, Auctions, Exchanges and RTBs | 206 | ||
| Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs, Mediation Layers, SSPs and DSPs 2008 - 2012 | 208 | ||
| Video Ad Networks and Platforms: Non-Duplicated Media Spend (All Formats) Cleared or Served Estimated at $8.2 Billion in 2012 | 209 | ||
| Video Advertising Networks, Ad Serving Platforms, SSPs and DSPs | 212 | ||
| Video Media Spend Cleared by Ad Networks or Trafficked Over Distribution Platforms to Reach $6.2 Billion in 2012 | 213 | ||
| Video Advertising Networks, Ad Serving Platforms, SSPs and DSPs | 216 | ||
| Q & A's | 217 | ||
| ADAP.TV | 217 | ||
| ADBRITE | 222 | ||
| ADOBE AUDITUDE | 228 | ||
| adRise | 233 | ||
| AUDIENCESCIENCE | 237 | ||
| BLACKARROW | 245 | ||
| BLINKX | 250 | ||
| DOUBLEVERIFY | 256 | ||
| FREEWHEEL | 260 | ||
| INNOVATE MEDIA/OCULU | 267 | ||
| JUN GROUP | 271 | ||
| LIMELIGHT VIDEO PLATFORM | 278 | ||
| MEDIAMIND (A division of DG) | 283 | ||
| MIXPO | 290 | ||
| POINTROLL | 296 | ||
| ROCKET FUEL | 301 | ||
| ROVION (a unit of Local Corporation) | 305 | ||
| SET MEDIA | 309 | ||
| SHARETHROUGH | 315 | ||
| SPOTXCHANGE | 319 | ||
| TREMOR VIDEO | 327 | ||
| TUBEMOGUL | 333 | ||
| VIDEOLOGY | 340 | ||
| VISIBLE MEASURES | 347 | ||
| YUME INC | 354 | ||
| SECTION FOUR: INTEGRATED VIDEO PLATFORMS, MEDIA PROCESSING and OPTIMIZATION SOLUTIONS | 361 | ||
| Integrated video platforms, media processing and optimization solutions terms and definitions | 361 | ||
| Overview: Video Platforms, Encoding, Processing, Engagement and Recommendation | 364 | ||
| Business Fundamentals and Market Outlook | 364 | ||
| Video Platforms, Transformation, Processing and Discovery Solutions Markets Forecast at $1.12 Billion in 2012 | 366 | ||
| Video Platforms, Processing and Optimization: Revenue Analysis 2007 - 2014 | 367 | ||
| Video Platforms, Processing and Discovery: Market Segments Analyzed 2012 | 372 | ||
| Video Platforms, Media Processing and Workflow: Market Positions and Core Competencies | 373 | ||
| Integrated Video Platforms, IPTV/OTT Solutions Segments Lead in Total Sector Revenue 2007 - 2014 | 375 | ||
| Integrated Video Platforms, Processing, Optimization And Engagement Solutions: Eight Year Revenue Analysis And Projections: 2007 - 2014 | 378 | ||
| Business Models are Predominantly SAAs/MRR, with Bandwidth, Storage and Usage Fees | 380 | ||
| Integrated Video Platforms | 380 | ||
| IPTV and OTT Video Platform Solutions | 381 | ||
| Video Processing, Transformation, Encoding and Optimization | 382 | ||
| Enterprise Video Platforms: Billing Models and Pricing | 383 | ||
| Video Discovery, Engagement and Recommendation Software Solutions | 384 | ||
| Q & As | 385 | ||
| ANVATO | 385 | ||
| BRIGHTCOVE | 389 | ||
| CONVIVA | 398 | ||
| DIGITALSMITHS | 403 | ||
| ENCODING.COM | 409 | ||
| eyeIO | 415 | ||
| IGNITE TECHNOLOGIES | 418 | ||
| KALTURA | 422 | ||
| KIT DIGITAL | 426 | ||
| KONTIKI | 430 | ||
| LABONE | 436 | ||
| METRIXSTREAM / METRIXAPPS | 440 | ||
| OCTOSHAPE | 443 | ||
| ORIGIN DIGITAL | 450 | ||
| QUMU | 458 | ||
| RAMP | 462 | ||
| SNAPPYTV | 468 | ||
| SORENSON MEDIA | 473 | ||
| SUNDAYSKY | 479 | ||
| TABOOLA | 483 | ||
| TELESTREAM | 486 | ||
| thePLATFORM | 490 | ||
| VBRICK | 497 | ||
| VIDIZMO | 501 | ||
| VIMATION | 505 | ||
| VZAAR | 509 | ||
| SECTION FIVE: MOBILE AD NETWORKS, AD SERVING PLATFORMS, AUCTIONS, EXCHANGES and RTBs | 516 | ||
| Mobile ad networks, ad serving platforms terms and definitions | 516 | ||
| Global Mobile Advertising Markets in Motion: Total Inventory, Filled Impressions, Billed Impressions and Media Spend are Climbing | 518 | ||
| Filled and Billed Impression Analysis: 2010 - 2012 | 519 | ||
| Global Mobile Inventory Clearing Overview: Market Drivers and Media Spend Dynamics | 521 | ||
| Ad Networks, Ad Serving Platforms, Auctions and Exchanges: Media Clearing Obliges Publishers Take an All-Inclusive Approach | 521 | ||
| Regional Media Clearing Contours and Contrasts: U.S. and Western Europe are Market Growth Leaders | 522 | ||
| Global Mobile Billed Advertising Impressions by Region: 2010 - 2012 | 523 | ||
| Global Mobile Media Spend Forecast at $7.13 Billion in 2012 | 525 | ||
| Mobile Ad Network Billed/Paid Inventory and Media Spend Analysis Summary: 2010 - 2012 | 526 | ||
| The U.S. Leads All Markets in Billed Impressions | 529 | ||
| Global Mobile Billed Impressions by Region: 2010 - 2012 | 529 | ||
| Mobile Ad Network, Ad Serving Platform, Exchange, Auction and RTB Media Spend by Region: 2010 - 2012 | 532 | ||
| Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2010 | 533 | ||
| Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2011 | 535 | ||
| Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2012 | 537 | ||
| ECPMs Vary by Region, Publisher, and Brand | 539 | ||
| ECPMs by Region: 2010 - 2012 | 540 | ||
| ECPM Sample Pricing Conversion Grid | 542 | ||
| Mobile Ad Network Market Positions are Diverse, with Sophisticated Ad Ingest, Clearing, Serving, Tracking, Handset, OS and Audience Targeting Technologies | 542 | ||
| Mobile Ad Networks are Sophisticated Audience Targeting Vehicles | 542 | ||
| Mobile Advertising Networks: Market Position Analysis: 2012 | 544 | ||
| Mobile Advertising Networks: Inventory and Platform Billing Models 2012 | 546 | ||
| Mobile Advertising Networks, Platforms, Auctions and Exchanges: Revenue Share/Participation Analysis: 2011 - 2012 | 548 | ||
| Mobile Advertising Networks, Platforms, Auctions Exchanges and RTB: Billing Models and Formats Supported 2012 | 551 | ||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Reach 2009 - 2012 | 553 | ||
| Mobile Ad Networks, Platforms, Ad Serving Solutions, Auctions, Exchanges and RTB Solutions are Forecast to Capture $1.6 Billion in 2012 Net Revenue | 555 | ||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend, Revenue Share and Net Revenue 2009 - 2014 | 556 | ||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend, Revenue Share and Net Revenue 2009 - 2012 | 562 | ||
| Mobile Ad Networks, Platforms, Ad Serving Solutions, Auctions, Exchanges and RTB Solutions are Forecast to Capture $1.6 Billion in 2012 Net Revenue | 563 | ||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend, Revenue Share and Net Revenue 2009 - 2014 | 564 | ||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend, Revenue Share and Net Revenue 2009 - 2014 | 568 | ||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend, Revenue Share and Net Revenue 2009 - 2012 | 570 | ||
| Q & A's | 571 | ||
| ADFONIC | 571 | ||
| ADITIC (a division of Sofialys) | 573 | ||
| ADMARVEL (A UNIT of OPERA SOFTWARE) | 574 | ||
| ADMODA/ADULTMODA | 576 | ||
| AMOBEE | 578 | ||
| BUZZ CITY | 581 | ||
| CASEE | 583 | ||
| INMOBI | 584 | ||
| JUMPTAP | 587 | ||
| MADHOUSE | 589 | ||
| MADVERTISE | 591 | ||
| MOBGOLD | 594 | ||
| MOGREET | 596 | ||
| MOJIVA | 600 | ||
| NEXAGE | 601 | ||
| TREMOR VIDEO | 603 | ||
| xAd, Inc | 605 | ||
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