Pre-roll video advertising billed against an expanding supply of online inventory is forecast at $758 million in 2010, an increase of 25.2% over 2009. This report presents a rigorous, analytics based appraisal of pre-roll inventory growth, video views, insertion frequencies, sellout rates, CPMs and total market value.
Extensive AccuStream data indicate pre roll inventory grew by 74% last year, while ad spend improved by 42%, the first year in a three-year cycle (currently expected to stretch into 2011) where excess supply exerts downward pressure on CPMs.
Inventory and media spend is analyzed by content category (entertainment, news, sports, music, television, movies and hosted/upload networks such as YouTube, MySpace and Metacafe), site and aggregated brand, as well as paid placements made through video advertising networks.
TABLE OF CONTENTS:
| EXECUTIVE SUMMARY | 1 | ||
| Online Pre Roll Video Advertising Macro Market Dynamics: Inventory Growth Outpacing Media Spend | 1 | ||
| Pre-Roll Video Inventory: 2003 - 2012 | 2 | ||
| Television Content (Short and Long-Form) Accounted for 36.6% of Pre-Roll Media Spend in 2009. | 2 | ||
| Large Cross-Platform Television and Internet Brands Capture Pre Roll Media Spend Share | 3 | ||
| UGV and Pro Video Growth Rate Comparison 2006 - 2009 | 4 | ||
| Pre Roll Video Advertising Networks to Benefit from Excess Inventory through 2011 | 4 | ||
| SECTION ONE | 5 | ||
| Online Pre Roll Video Advertising Macro Market Dynamics: Inventory Growth Outpacing Media Spend | 5 | ||
| Pre-Roll Inventory Grew by 74.3% in 2009 (Including Inventory Made Available | |||
| Through Hulu, Kids’ Sites and Inside Premium Content Areas of YouTube) | 6 | ||
| Pre-Roll Media Spend Increased by 42.2% in 2009; 25% Rise Forecast for 2010 | 6 | ||
| Pre-Roll Inventory and Media Spend: 2003 – 2012 | 7 | ||
| Pre-Roll Video Advertising Inventory is Forecast at 42.5 Billion Units in 2010, including and YouTube | 8 | ||
| Pre Roll Inventory Insertion Ratios | 11 | ||
| Pre Roll Media Spend: In-House vs Ad Network Sales | 12 | ||
| CPMs Declined Across Most Video Avail Formats in 2009 | 13 | ||
| CPMs: 2007, 2008 and 2009 Comparison | 14 | ||
| Pre/Mid/Post Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2009 | 15 | ||
| Pre/Mid Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2008 | 21 | ||
| Glossary of Terminology Used in This Research Report | 25 | ||
| SECTION TWO | 28 | ||
| Pre Roll Media Spend by Content Category | 28 | ||
| Television Content (Short and Long-Form) Accounted for 36.6% of Pre-Roll Media Spend in 2009 | 28 | ||
| Pre Roll Gross Media Spend by Content Category: 2009 | 29 | ||
| Pre-Roll Gross Media Spend: 2009 Vs. 2008 | 31 | ||
| Pre-Roll Gross Media Spend: 2008 | 31 | ||
| Pre Roll Media Spend Annual Share Comparison by Category: 2008 Vs. 2009 | 32 | ||
| Long/Short-Form Premium Television Content (Including Cable TV Episodic Programming and Hulu) Allotted 9.2 Billion Pre Roll Units in 2009 | 33 | ||
| Pre-Roll Media Spend by Content Category: 2009 | 34 | ||
| Pre-Roll Video Avails by Category: 2009 Vs. 2008 | 35 | ||
| Pre Roll Video Insertion Frequency Comparison: 2008 Vs. 2009 | 36 | ||
| CPMs: 2007, 2008 and 2009 Comparison | 39 | ||
| Pre/Mid/Post Roll Video Advertising Inventory, Sales and CPMs by Content Category: 2009 |
41 | ||
| SECTION THREE | 50 | ||
| Large Cross-Platform Television and Internet Brands Capture Pre Roll Media Spend Share | 50 | ||
| Hulu (Operated by Fox, Nbc and Disney) Generated 17.6% of Total Pre Roll Media Spend in 2009 | 50 | ||
| Pre/Mid/Post Roll Video Advertising Media Spend by Aggregated Publisher Brand: 2009 | 51 | ||
| Pre Roll Media Spend by Individual Site and Network: 2009 | 54 | ||
| Pre/Mid/Post Roll Video Advertising Media Spend by Publisher Brands: 2009 | 54 | ||
| SECTION FOUR | 59 | ||
| Hosted/Upload Network Pre Roll Inventory Becoming a Mainstream Media Buy, though CPMs are Lower | 59 | ||
| UGV and Pro Video Growth Rate Comparison 2006 - 2009 | 59 | ||
| Hosted/Upload Networks | 61 | ||
| Hosted/Upload Networks: 2009/2010 | 62 | ||
| Pre Roll Gross Media Spend by Content Category: 2009 | 63 | ||
| YouTube Category Share and Views: 2005 - 2009 | 64 | ||
| YouTube Partner Channel Share Comparison: 2005 - 2009 | 67 | ||
| YouTube Partner Views: Music and Television | 68 | ||
| SECTION FIVE | 69 | ||
| Pre Roll Video Advertising Networks to Benefit from Excess Inventory through 2011 | 69 | ||
| Advertising Network Gross Pre Roll Billings at $206.3 Million in 2009 | 70 | ||
| Pre Roll Advertising Network Gross Media Sales Growth: 2007 - 2012 | 70 | ||
| CPMs: 2007, 2008 and 2009 Comparison | 71 | ||
| Online Video Advertising Platforms: Pre Roll, In-Stream Media Spend by 3rd Party Providers | 74 | ||
| Online Video Advertising Platforms and Sales: 3rd Party Pre Roll Specialists | 75 | ||
| Pre Roll Media Spend: In-House vs Ad Network Sales | 76 | ||
| Q&A's | 77 | ||
| Adap.TV | 77 | ||
| BBE | 80 | ||
| Scanscout | 84 | ||
| Spotxchange | 88 | ||
| Tremor Media | 92 | ||
| Yume Inc | 96 |
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