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Pre-Roll Video 2010 - 2012: Inventory Growth and Media Spend Analysis

Category : ICT Media  | Published Date : Jul-2010 | Pages : 96
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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
 

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
 
...
Publisher Name : Accustream Research

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