In-stream and digital video advertising momentum rolled forward 52.1% in 2012 to $7.6 billion, capping off a nine-year CAGR run of 62.5%, with more growth ahead, concludes this data rich inventory and spend report. Presented is a systematic, data-driven study of this flourishing market sector by format and platform. The ecosystem's twin pillars, in-stream and in-page formats, own a combined 86.7% share of the sold market. Third-party video ad networks cleared a 21.4% piece of the $2.5 billion in-stream total. Research data explains notable adjustments being made to available in-stream inventory (pre/mid/post-roll), and corresponding media spend specifically, by site, network, channel and service. Expansion of mid/post-roll inventory supporting premium broadcast network properties, cable channel sites, allocated inside Hulu and YouTube (the latter seen across all themed and partner channel content) has been pronounced. As a result, in-stream insertion frequencies have increased over the past year, and now stand at 1-to-1.04 (or 1-to-2.72 when including YouTube), up from 1-to-1.6 in 2011.... Research Beam Model: Research Beam Product ID: 825 2995 USD New
In-Stream and Digital Video Advertising 2012 - 2015
 

In-Stream and Digital Video Advertising 2012 - 2015

In-Stream and Digital Video Advertising 2012 - 2015

Category : ICT & Media
Published On : November  2012
Pages : 123

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In-stream and digital video advertising momentum rolled forward 52.1% in 2012 to $7.6 billion, capping off a nine-year CAGR run of 62.5%, with more growth ahead, concludes this data rich inventory and spend report. Presented is a systematic, data-driven study of this flourishing market sector by format and platform.

The ecosystem's twin pillars, in-stream and in-page formats, own a combined 86.7% share of the sold market. Third-party video ad networks cleared a 21.4% piece of the $2.5 billion in-stream total.

Research data explains notable adjustments being made to available in-stream inventory (pre/mid/post-roll), and corresponding media spend specifically, by site, network, channel and service.

Expansion of mid/post-roll inventory supporting premium broadcast network properties, cable channel sites, allocated inside Hulu and YouTube (the latter seen across all themed and partner channel content) has been pronounced.

As a result, in-stream insertion frequencies have increased over the past year, and now stand at 1-to-1.04 (or 1-to-2.72 when including YouTube), up from 1-to-1.6 in 2011.

TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1
  In-Stream and Digital Video Advertising Expands to a $7.6 Billion Market in 2012 1
  In-Stream and Digital Video Media Spend: 2003 - 2015 2
  In-Stream Video: Pre/Mid/Post-Roll Inventory is Expanding 3
  YouTube's Tech, Gaming, Beauty & Fashion Partner Channels Have Higher In-Stream Insertion Frequencies, Lower Allocation of Skippable Inventory 3
  Emerging Platforms and Market Segments Capture 10.3% of In-Stream and Digital Video Media Spend in 2012 3
  OTT/VOD Video Ad Market Growth to Benefit from R & D/Platform Investment and Strong Demand for Content 4
  In-Stream and Digital Video Media Spend: 2003 - 2015 5
Mobile Video Advertising Terms and Definitions 6
PC/Digital Video Advertising Terminology and Definitions 8
SECTION ONE 13
  In-Stream and Digital Video Advertising Expands to a $7.6 Billion Market in 2012 13
  In-Stream and Digital Video Media Spend: 2003 - 2015 14
  In-Stream and Digital Video Media Spend by Platform and Format: 2003 - 2015 16
  In-Stream and Digital Video Media Spend: Annual Growth Analysis: 2004 - 2015 18
  Twin Pillars of Digital Video Monetization: In-Page and In-Stream Video Media Spend Support 86.7% of the 2012 Total Market 19
  In-Stream and Digital Video Media Spend Share by Platform and Format: 2003-2015 21
  Mobile Video Advertising: Platform R & D Investment Provide the Tech Foundation for Sustained Media Spend Growth 22
  In-Stream and Digital Video Inventory and Media Spend Analysis Summaries by Segment and Format 25
  In-Page Video Impressions and Media Spend: 2003 - 2015 26
  In-Stream Video: Pre/Mid/Post-Roll Inventory is Expanding 28
  Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 - 2015 29
  Video Ad Networks Capture 21.4% of Total In-Stream Media Spend in 2012 30
  Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 - 2015 31
  YouTube In-Stream Monetization Strategy Aimed at Enthusiast, Niche Demographic Segments 33
  YouTube Video Advertising Inventory Analysis 2012: Themed Categories 34
  YouTube's Tech, Gaming, Beauty & Fashion Partner Channels Have Higher In-Stream Insertion Frequencies, Lower Allocation of Skippable Inventory 35
  YouTube Video Advertising Inventory Analysis 2012: Partner Channels 36
  In Spurts: In-Page and In-Stream Inventory Has Exhibited Heartbeat Spikes 37
  2009/2010 In-Stream Inventory Spikes Directly Tied to YouTube Monetization Efforts 37
  In-Page and In-Stream Video Inventory Growth: 2003 - 2015 37
  YouTube Video Category Analysis and Pre Roll Video Inventory Allocation: 2010 40
  In-Stream Media Spend Continues to Increase Share 41
  In-Page and In-Stream Video Media Spend Totals and Comparison: 2003 - 2015 42
  Mobile Video Media Spend Jumps by 235.8% in 2012 45
  Mobile Video Media Spend: 2009 - 2015 45
  Overlay Media Spend Clicks to $228 Million in 2012 47
  Video Overlay Impressions and Media Spend: 2008 - 2015 47
  Social Video Media Spend Increases 112.1% in 2012 49
  Social Video Media Spend: 2008 - 2015 49
  OTT/VOD Media Spend Up by 160% in 2012 51
  VOD Advertising/Over-The-Top Media Spend: 2008 - 2015 51
SECTION TWO 53
  In-Stream Video: Pre, Mid, Post-Roll and In-Screen Overlay Analysis 53
  Pre/Mid/Post-Roll Video Media Spend: 2003 - 2015 54
  Mid-Roll Inventory Increased Significantly in 2012: In-Stream and Digital Video Media Spend Up by 63% 57
  Pre/Mid/Post-Roll Inventory and Media Spend: 2003 - 2015 58
  Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 - 2015 60
  The In-Stream Media Market Has Been Characterized by Double-Digit Inventory and Media Spend Growth Over the Period 2003 - 2012 61
  Pre/Mid/Post-Roll Inventory and Media Spend Growth Comparison 62
  In-Stream CPM and Video Inventory Pricing Shifts: 2007 - 2012 64
  Inventory Pricing Models/CPMs by Format/Execution: 2007- 2012 Summary Average Annual Comparison 64
  Video Ad Insertion Frequency Increases Considerably in 2012 65
  Pre/Mid/Post-Roll Inventory Insertion Ratios 65
  Video Ad Insertion Frequency Analysis Including YouTube Inventory: 2012 67
  Pre/Mid/Post-Roll Inventory Insertion Ratios 67
  The Evolution and Maturation of YouTube In-Stream Advertising: 2009 - 2012 69
  YouTube Video Advertising Inventory Analysis 2012 70
  YouTube In-Stream Media Spend at $302 Million in 2012 71
  YouTube Video Advertising Inventory Analysis 2012 72
  In-Stream Inventory, Insertion Ratios, Formats, CPMs, Sell-Out Rates, Media Spend and Spot Length Analysis 2012: a Complete Market Analysis by Site 73
  In-Stream Video Advertising Inventory, Sales, CPM and Media Spend Analysis: 2012 (Full-Year Estimates) 73
  Video Advertising Networks Generate 21.4% of In-Stream Spend in 2012 78
  Pre/Mid/Post-Roll Media Sales: In-House vs. Ad Networks 78
  Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 - 2015 80
  Video Ad Networks Bill $544 Million Against Available In-Stream Inventory in 2012 81
  Video Advertising Networks: Media Spend Analysis 2008 - 2012 81
  Video Advertising Networks: Inventory and ECPM Analysis 2008 - 2012 82
  Overlay Impressions Double in 2012 83
  Video Overlay Impressions and Media Spend: 2008 - 2015 83
  Overlay Media Spend Captures 3% of the In-Stream and Digital Video Advertising Market in 2012 86
  In-Stream and Digital Video Media Spend Share by Platform and Format: 2003 - 2015 86
SECTION THREE 87
  In-Page/In-Banner Video Inventory and Media Spend Analytics: Inventory and Media Spend Growth Align 87
  Impressions Rise by 35.4%; Media Spend Tracks in at 36.8% in 2012 87
  In-Page Video Impressions and Media Spend: 2003 - 2015 88
  In-Page/In-Banner Video Ad Serving Platforms: Impressions Served 2008 - 2012 89
  In-Page/In-Banner Video Ad Serving Platforms: Media Spend 2008 - 2012 90
  Video Ad Serving Platforms: 2008 - 2012 91
  In-Page and In-Stream Video Inventory Growth: 2003 - 2015 96
  Pre/Mid/Post-Roll Inventory Expansion Closing the Media Spend Gap with In-Page Video 98
  In-Page and In-Stream Video Media Spend Totals and Comparison: 2003 - 2015 98
SECTION FOUR 102
  Emerging Platforms: Mobile, Social, OTT/VOD Video Inventory and Media Spend Analytics 102
  Emerging Platforms and Market Segments Capture 10.3% of In-Stream and Digital Video Media Spend in 2012 102
  In-Stream and Digital Video Media Spend Share by Platform and Format: 2003-2015 104
  Mobile Video Media Spend Jumps 235% in 2012 105
  Mobile Video Media Spend: 2009 - 2015 105
  Mobile Video Advertising Networks and Ad Clearing Platforms: Filled and Billed Inventory: 2009 - 2012 108
  Mobile Video Ad Networks Supporting Video Formats Exclusively Have Higher Fill Rates 109
  Mobile Video Advertising Networks and Ad Clearing Platforms: Fill Rates 2009-2012 109
  Mobile Video Inventory is Priced both on a CPM and Against Performance (CPC, CPY) 110
  Mobile Video Advertising Networks and Ad Clearing Platforms: Fill Rates and Inventory Pricing 2011 - 2012 110
  Filled Mobile Video Impressions Rose by 215% in 2012 111
  Mobile Video Advertising Networks and Ad Clearing Platforms: Fill Rates 2009-2012 111
  YouTube Deploys Trueview Technology Against Mobile Video Viewing 112
  High Production Value In-Stream Video Advertising Well Integrated into the YouTube App Suggests Lower Skip Rates 112
  YouTube Mobile Inventory and Media Spend by Content Channel: 2012 113
  Mobile Video Advertising Captures 4.6% of In-Stream/In-Page Media Spend in 2012 114
  In-Page, In-Stream and Mobile Video Media Spend Totals: 2003 - 2015 116
  PC and Mobile Pre/Mid/Post-Roll Inventory and Media Spend Growth Comparison 117
  Social/Click-To-View/Viral Video Advertising: Media Spend Doubles in 2012 118
  Social Video Media Spend: 2008 - 2015 118
  Social Video Advertising Networks and Platforms: Media Spend 2008 - 2012 120
  OTT/VOD: Limited Inventory, High Demand and Rich CPMs 120
  VOD Advertising/Over-The-Top Media Spend: 2008 - 2015 121
  Over-The-Top Video Advertising: Media Spend Analysis 2011 - 2012 123
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