Pre-roll video advertising billed online against premium inventory (short and long-form content) is forecast to reach $560 million in 2009, and increase of 31.6% over ’08. This research report presents a rigorous, analytics based appraisal of historical, current and forecast market value attached to the pre-roll avail, comprising total views, insertion ratios, inventory, sellout rates and CPMs that anchor gross media spend estimates.
TABLE OF CONTENTS:
| EXECUTIVE SUMMARY | 1 | ||
| Pre-roll inventory grew by 12.6% in 2008; Pre-roll media spend forecast to increase by 31.6% in 2009 | 1 | ||
| Pre-roll video advertising inventory is forecast at 23.9 billion units in 2009 | 2 | ||
| News content accounts for 32.1% of pre-roll media spend in 2008 | 2 | ||
| ABC (including ABCNews and ABC O & Os), Turner New Media and Hulu account for a combined 30.6% of pre-roll media spend in 2008 | 2 | ||
| Video advertising network gross pre-roll (remnant) advertising billings at $116.4 million in 2008 | 2 | ||
| SECTION ONE | 3 | ||
| Pre-roll inventory grew by 12.6% in 2008; Pre-roll media spend forecast to increase by 31.6% in 2009 | 3 | ||
| Pre-Roll Inventory and Media Spend | 4 | ||
| Pre-roll ads inserted on average every 1.5 video content plays in 2008; ratio forecast to remain steady in 2009 | 6 | ||
| Online Video Media Spend By Avail Type: 2003 - 2010 | 8 | ||
| Direct sales teams will place 60% of pre-roll inventory in 2009 | 9 | ||
| Pre Roll Media Spend: In-House vs Ad Network Sales | 9 | ||
| CPMs declined slightly across most video avail formats in 2008 | 10 | ||
| CPMs: 2007 and 2008 Comparison | 11 | ||
| Pre-roll CPMs are still holding in the low $20 range for short-form content, low $30s for long-form content | 12 | ||
| Pre/Mid Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2008 | 14 | ||
| Terminology Used in This Research Report | 19 | ||
| SECTION TWO | 21 | ||
| News content accounts for 32.1% of pre-roll media spend in 2008 | 21 | ||
| Pre-Roll Gross Media Spend: 2008 | 21 | ||
| Long-form premium television content attracts 72.1% of gross media spend in the television category | 23 | ||
| ITelevision Pre-Roll Gross Media Spend By Format | 23 | ||
| Entertainment/kids television has a lower than average pre-roll insertion ratio per content plays, and the highest level of intra-brand media placement | 23 | ||
| News is being monetized with pre-roll video on a one-to-one basis | 26 | ||
| Content Plays per Video Ad Insertion: Pre-Roll 2008 | 27 | ||
| Premium pre-roll placed against long-form TV content topped CPM ranges in 2008 | 28 | ||
| SECTION THREE | |||
| ABC (including ABCNews and ABC O & Os), Turner New Media and Hulu account for a combined 30.6% of pre-roll media spend in 2008 | 36 | ||
| Pre/Mid Roll Video Advertising Media Spend Share by Aggregated Brand: 2008 | 37 | ||
| The top twenty aggregated brands generated 94.8% of pre-roll gross media spend in 2008 | 40 | ||
| Pre-Roll Gross Media Spend by Associated Brand: 2008 | 41 | ||
| Q&A | 45 | ||
| COMCAST.NET | 45 | ||
| COMEDYCENTRAL.COM/ATOM.COM | 50 | ||
| FOX/NBC/HULU | 53 | ||
| HEAVY.COM | 55 | ||
| MSNBC.COM | 61 | ||
| TURNER NEW MEDIA ENTERTAINMENT | 67 | ||
| VEOH.COM | 72 | ||
| WEATHER.COM | 78 | ||
| SECTION FOUR | 82 | ||
| 3rd Party video advertising network aggregated pre-roll (remnant) inventory is in demand, but it’s a highly charged and competitive sales environment | 82 | ||
| Video advertising network gross pre-roll advertising billings at $103 million in 2008 | 82 | ||
| Video Advertising Networks Pre-Roll Gross Billings: 2007 - 2010 | 83 | ||
| Tremor Media and BBE capture double-digit share of gross media spend in remnant pre-roll segment | 86 | ||
| 3rd party video advertising networks place 24% of media bought against pre-roll inventory in 2008 | 87 | ||
| Ad Network Share of Premium Pre-Roll Gross Billings: 2008 | 87 | ||
| Hosting, insertion and CMS fees playing an increasing role in remnant pre-roll network revenue | 90 | ||
| Q&A | 101 | ||
| BRIGHTROLL | 101 | ||
| BBE (BROADBAND ENTERPRISES) | 105 | ||
| SPOTXCHANGE | 110 | ||
| TREMOR MEDIA | 114 | ||
| WORLDNOW | 119 | ||
| YUME NETWORKS | 123 |
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