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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