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市場調查報告書
線上／行動動畫廣告網路、發信平台、廣告範圍銷售買賣系統：商業模式比較、媒體廣告、廣告範圍及收益分析
Online and Mobile Video Advertising Networks, Serving Platforms and Exchanges: Comparative Business Model, Media Spend, Inventory and Revenue Analytics
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線上／行動動畫廣告網路、發信平台、廣告範圍銷售買賣系統：商業模式比較、媒體廣告、廣告範圍及收益分析 是由出版商ACCUSTREAM RESEARCH在2011年07月所出版的。
這份英文市場調查報告書價格從美金2895起跳。
本報告書內容包括:線上／行動動畫廣告網路及媒體發信平台的市場結構及、廣告範圍交易的各種系統（廣告範圍銷售買賣系統等）的使用狀況等分析、其詳細結構（商業模式比較、媒體支出總額、廣告範圍及收益的分析）及各種市場交易的實績值・預測值的調查・推算、業界各大型公司的聽取調查結果、內容綱要摘記如下:
實施摘要
用語集
第1章
- 線上／行動廣告網路・發信平台・廣告範圍銷售買賣系統的事業環境概況和市場比較
- 線上／行動廣告網路・發信平台・廣告範圍銷售買賣系統的營運：競争上的逆流
- 已刊載的廣告視聽次數與、其中的動畫視聽次數比較：2009-2011年
- 行動廣告網路部門的全球性趨勢
- 商業模式有運作、創投資金為潤滑劑
- 線上／平台橫斷型動畫廣告部門的趨勢向
- 有收益性的商業、滑潤的創投資金和健全的股價
- 行動動畫廣告網路：高性能的發信・機器檢測技術、全球的優惠管理平台
- 行動動畫廣告網路・平台：各種類的視聽平台
- 線上／平台橫斷型動畫廣告網路和廣告發信網路、廣告範圍銷售買賣系統的運用範圍的急速擴大：市場比較動學
- 動畫廣告網路及廣告發信・媒體付款平台環境中、下述的大幅度解決方案部門涵蓋在內
- 媒體螢幕動畫廣告平台、廣告範圍銷售買賣系統、發信解決方案供應商、拍賣及網路
- 行動動畫廣告網路、廣告發信平台和廣告範圍銷售買賣系統的概要、具有實績基礎的商業模式
- 行動動畫廣告網路的課稅模式、費用體系、廣告單價和參加比率
- 線上／平台橫斷型動畫廣告網路和、廣告發信平台、廣告範圍銷售買賣系統的概要、CPM（視聽次數1000次平均的成本）及、收益佔有率、以及交易基礎的課稅
- 多媒體螢幕動畫廣告平台、廣告範圍銷售系統、發送解決方案供應商、拍賣及網路
- 行動動畫廣告網路、廣告發信平台和廣告範圍銷售買賣系統、大約（所有的媒體形式）全球的每年廣告範圍之管理・代表・發送、也獲得數千億次的視聽次數
- 行動動畫廣告網路的廣告範圍的總件數（非排除式）：2009-2011年
- 線上／平台橫斷型動畫廣告網路和廣告發信平台、廣告範圍銷售買賣系統的每月、影片前導型・網頁內型・顯示器型・流量型的廣告範圍之管理、每月數千萬∼數百億件的視聽次數之取得
- 多媒體螢幕動畫廣告平台、廣告範圍銷售買賣系統、發信解決方案供應商、拍賣及網路
- 行動動畫廣告網路・平台和廣告範圍銷售買賣系統之媒體支出達14億8000萬美金(2011年)
- 媒體支出總額：「行動動畫廣告網路和廣告範圍銷售買賣系統」vs.「線上／平台橫斷型動畫廣告網路和廣告範圍銷售買賣系統」
- 行動廣告網路和廣告發信平台、廣告範圍銷售買賣系統的動畫媒體支出額預測增大4.7％(2011年)
- 動畫媒體支出總額：「行動動畫廣告網路和廣告範圍銷售買賣系統」vs.「線上／平台橫斷型動畫廣告網路和廣告範圍銷售買賣系統」
- 線上／平台橫斷型動畫廣告網路・廣告發信平台・廣告範圍銷售買賣系統が、純收益整體的76％(2011年)
- 行動／線上動畫廣告網路和發信平台、廣告範圍銷售買賣系統(2009-2013年)：純收益成長分析
- 行動動畫廣告網路收益和媒體支出總額：全形式、2009-2013年
- 行動動畫廣告網路收益和媒體支出總額：動畫、2009-2013年
- 多媒體螢幕動畫廣告解決方案・平台：影片前導型・網頁內型的動畫的媒體支出總額
- 多媒體螢幕動畫廣告平台、廣告範圍銷售買賣系統、伺服器解決方案及網路：純收益分析
- 行動動畫廣告網路、發信平台和廣告範圍銷售買賣系統的純收益、提升線上／平台橫斷型系統
- 行動／線上動畫廣告網路和發信平台、廣告範圍銷售買賣系統(2009-2013年)：純收益成長的介紹
- 動畫廣告範圍和視聽次數增加86.4％(2010年)
- 動畫廣告解決方案供應商的廣告範圍・視聽次數的增加率：2008-2010年
- 已刊載的行動動畫視訊次數、預測達1075億次(2011年)
- 已刊載的廣告視聽次數整體和、已刊載的動畫視聽次數整體的比較：2009-2011年
第2章
- 行動動畫的媒體支出總額預測達2億6800萬美金(2011年)--2010年增大約數百％
- 行動動畫專用媒體支出總額：2009-2011年
- 已課稅廣告範圍、得到整體的421億次的視聽次數(2010年)--美國國内的行動動畫專用媒體支出總額的54.7％
- 行動動畫廣告網路的收費視聽次數：各地區、2010年
- 已課稅的行動動畫視聽次數、各地區：2010年
- 已刊載的行動動畫視聽次數預計為1075億次(2011年)
- 已刊載的廣告視聽次數的整體和、刊載的動畫視聽次數的整體比較：2009-2011年
- 已刊載的行動動畫視聽次數為、網路及平台及、支援的廣告範圍銷售買賣系統内部所放映的所有廣告視聽次數之11.6％
- eCPM的分析：行動動畫專用支出和、已刊載的動畫視聽次數、2009-2011年
- 行動動畫專用媒體支出總額占、行動媒體支出總額整體的14.8％(2011年)
- 行動媒體支出總額和、行動動畫媒體支出：2009-2011年
- 行動動畫廣告網路為、動畫媒體支出總額的67.8％(2011年)
- 行動動畫市場的各地位、媒體支出總額：廣告網路vs.平台／廣告範圍銷售買賣系統
- 行動動畫廣告網路收益和媒體支出總額：2009-2013年
- 行動動畫的廣告範圍銷售買賣・平台收益和媒體支出總額：2009-2011年
- 行動動畫廣告網路收益和媒體支出總額：全形式、2009-2013年
- 廣告網路各公司的疑問應答
- AdFonic
- Aditic (A Division of Sofialys)
- AdMarvel (A Unit of Opera Software)
- Amobee
- Greystripe
- Millennial Media
- Mobclix, a Velti Company
- Mobile Theory
- Rhythm NewMedia
- Smaato
- Zestadz
第3章
- 線上／平台橫斷型動畫廣告網路和廣告發信平台、廣告範圍銷售買賣系統、積極的進入行動部門：從電視預算到、行動機器的媒體支出皆可對應
- 部門間競争上的定位和契約
- 行動動畫廣告網路・平台占、部門間媒體支出總額的12.１％(2011年)
- 媒體支出總額：「行動動畫廣告網路和廣告範圍銷售買賣系統」vs.「線上／平台橫斷型動畫廣告網路和廣告範圍銷售買賣系統」
- 動畫廣告範圍和視聽數量增加86.4％(2010年)
- 動畫廣告解決方案供應商的廣告範圍・視聽數量的增加率：2008-2010年
- 動畫廣告網路・廣告發信平台・廣告範圍銷售賣買賣系統、（透過整體的廣告網路・平台・調停系統）部門間視訊支出占整體的95.3％(2011年)
- 各種解決方案部門的媒體支出總額
- 動畫廣告發信平台・服務：媒體支出總額
- 影片前導型廣告網路專用媒體支出總額增加185.9％(2010年)
- 多媒體動畫廣告平台：影片前導型廣告範圍和媒體支出總額的分析
- 拍賣・範圍銷售買賣的動畫媒體支出總額增加652.5％(2010年)
- 多媒體螢幕動畫廣告解決方案・平台：廣告範圍銷售系統、市場即時得標、及調停環境
- 即時投標・拍賣・廣告範圍銷售買賣系統・調停系統的純收益增大182.8％(2011年)
- 即時投標解決方案的純收益分析：2008-2014年
- 動畫廣告發信平台的純收益增加56.2％(2011年)
- 多媒體螢幕動畫廣告發信平台・服務：純收益分析
- 影片前導型廣告網路的純收益增加68.3％(2011年)
- 動畫廣告網路和媒體拍賣：影片前導型解決方案專門企業
- 動畫拍賣・廣告範圍銷售買賣系統・調停環境的收益增大182.2％(2011年)
- 動畫廣告解決方案・平台：廣告範圍銷售買賣系統、市場即時付款和調停環境
- 廣告網路各公司的疑問應答
- AdapTV
- adBrite
- Audience Science
- Blinkx
- Brightroll
- Collective
- Eyewonder
- FreeWheel
- LiveRail
- Rocket Fuel
- Spotxchange
- TidalTV
- Tremor Video
- Visible Measures
- YuMe Inc.
EXECUTIVE SUMMARY
Video advertising networks, ad serving and media clearing platform environments
encompass the following broad solutions categories:
- Video ad technology platforms: Ad serving platforms addressing three-screen
environments (without a sales function), specializing in video, as well as display, rich
media and static media
- Video Ad Networks with Media Sales: Video advertising networks and ad serving
platforms with a sales component, focused on premium pre-roll, mid-tail pre roll, longtail
pre roll, in-banner/in-page video, overlays, and addressing three-screen environments
(typically with cross-platform sales expertise and support)
- Exchanges and auctions: Mediation platforms (which can be white labeled to publishers,
agencies etc.), auctions, exchanges and any RTB environment that clears inventory by
bringing buyers and sellers together in a marketplace
- Video ad technology platforms deliver the vast majority of video impressions, presented
inside banner box real estate or embedded in web pages.
- Video advertising networks with media sales teams primarily handle pre-roll video
inventory associated with premium content (typically unsold inventory typically referred
to as remnant) inside the media player that direct (publisher) sales teams are not able to
place, or cannot do so consistently at sellout rates comparable to one or more these
inventory aggregators.
- Auctions and exchanges are emerging, popular with both buyers and sellers, and
therefore exhibiting high growth (number of transactions and gross media spend), can
match buyer demand with inventory available in milliseconds, and add a higher level of
transparency to the market place
- Video advertising network, platform, auction and exchange business models operate on a
CPM revenue share or fee basis. Flat rate pricing (on a per transaction basis) is common
inside exchanges. For ad serving, media serving and media sales, participation ranges
from 5% to 50%, depending on the solutions provided, inventory placement/sales.
Table of Contents
Executive Summary
- Global Mobile Ad Network Sector Dynamics
- Business Models are Working, and Venture Finance Abundant
- Online/Cross-Platform Sector Dynamics
- Profitable Businesses, Abundant Venture Finance and Healthy Exit Multiples
- Mobile Advertising Networks, Ad Serving Platforms and Exchanges are
Forecast to Generate 4.7% of Combined Gross Video Media Spend in 2011
- Gross Video Media Spend: Mobile Ad Networks and Exchanges vs. Online and
Cross-Platform Ad Networks and Exchanges
- Mobile Video Ad Spend vs. Online Video Ad Spend: Percentage Comparison
2009 - 2011
- Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011
- Total Filled Impressions and Total Filled Video Impressions Comparison:
2009 - 2011
- Video Inventory and Impressions Delivered Grew by 86.4% in 2010
- Video Advertising Solution Provider Inventory/Impression Growth: 2008 -
2010
Glossary of Terms
- Online and Cross-Platform Video Advertising Networks, Ad Serving Platforms
and Exchanges
- Mobile Video Advertising Networks, Ad Serving Platforms and Exchanges
Section One
- Online, Mobile Video Ad Network, Serving Platform and Exchange Business
Environment Overview and Market Comparison
- Online and Mobile Advertising Network, Platform and Exchange Operations:
Competitive Cross Currents
- Total Filled Impressions and Total Filled Video Impressions Comparison:
2009 -2011
- Global Mobile Ad Network Sector Dynamics
- Business Models Areworking, and Venture Finance Abundant
- Online/Cross-Platform Video Advertising Sector Dynamics
- Profitable Businesses, Abundant Venture Finance and Healthy Exit Multiples
- Mobile Video Advertising Networks: Global Campaign Management Platforms
with Sophisticated Serving and Device Detection Technologies
- Mobile Video Advertising Networks and Platforms: Impression Formats by Type
- Online and Cross-Platform Video Advertising Networks, Ad Serving Platforms
and Exchanges are Rapidly Evolving Their Scope of Operations: Comparative
Market Dynamics
- Video Advertising Networks, Ad Serving and Media Clearing Platform
Environments Encompass the Following Broad Solutions Categories:
- Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions
Providers, Auctions and Networks
- Mobile Video Advertising Networks, Ad Serving Platforms and Exchanges
Typically Have Performance-Based Business Models
- Mobile Video Advertising Network Billing Models, Fill Rates, Ad Unit
Pricing and Participation Percentages
- Online and Cross-Platform Advertising Networks, Ad Serving Platforms and
Exchanges Typically Bill on A CPM, Revenue Share or per Transaction Basis
- Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions
Providers, Auctions and Networks
- Mobile Video Ad Networks, Ad Serving Platforms and Exchanges often Manage,
Represent or Deliver Annual Global Inventory (All Media Formats) Numbering
Hundreds of Billions of Impressions
- Mobile Video Advertising Network Inventory Total (Non-Exclusive): 2009 -
2011
- Online and Cross-Platform Advertising Networks, Ad Serving Platforms and
Exchanges Manage Monthly Pre-Roll, In-Page, Display and Overlay Inventory
Numbering Hundreds of Millions to Tens of Billions of Monthly Impressions
- Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions
Providers, Auctions and Networks
- Mobile Video Ad Networks, Platforms and Exchanges Forecast to Clear $1.48
Billion in Gross Media Spend in 2011
- Gross Media Spend: Mobile Video Ad Networks and Exchanges vs. Online and
Cross-Platform Video Ad Networks and Exchanges
- Mobile Advertising Networks, Ad Serving Platforms and Exchanges are
Forecast to Generate 4.7% of Combined Gross Video Media Spend in 2011
- Gross Video Media Spend: Mobile Ad Networks and Exchanges vs. Online and
Cross-Platform Ad Networks and Exchanges
- Online and Cross-Platform Video Ad Networks, Ad Serving Platorms and
Exchanges to Capture 76% of Combined Net Revenue in 2011
- Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges
2009 - 2013: Net Revenue Growth Analysis
- Mobile Video Advertising Network Revenue and Gross Media Spend: All
Formats 2009 - 2013
- Mobile Video Advertising Network Revenue and Gross Media Spend: Video
2009 - 2013
- Multi-Screen Video Advertising Solutions and Platforms: Pre-Roll and
In-Page Video Gross Media Spend
- Multi-Screen Video Advertising Platforms, Exchanges, Server Solutions and
Networks: Net Revenue Analysis
- Mobile Video Ad Network, Serving Platform and Exchange Net Revenue
Forecast to Outpace Online/Cross-Platform Counterparts through 2013
- Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges
2009 - 2013: Net Revenue Growth Profile
- Video Inventory and Impressions Delivered Grew by 86.4% in 2010
- Video Advertising Solution Provider Inventory/Impression Growth: 2008 -
2010
- Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011
- Total Filled Impressions and Total Filled Video Impressions Comparison:
2009 - 2011
Section Two
- Mobile Video Gross Media Spend Forecast at $268 Million in 2011; A
Triple-Digit Jump Over 2010
- Gross Mobile Video Media Spend: 2009 - 2011
- Total Billed Inventory Reached 42.1 Billion Impressions in 2010; U.S.
Market Claims 54.7% of Mobile Video Gross Media Spend
- Mobile Video Advertising Network Billed Impressions Delivered by
Geographic Region: 2010
- Mobile Video Paid Impressions by Geography: 2010
- Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011
- Total Filled Impressions and Total Filled Video Impressions Comparison:
2009 - 2011
- Mobile Video Filled Impressions at 11.6% of Total Impressions Running on
Networks, Platforms and Inside Exchanges that Support Video
- eCPM Analysis: Mobile Video Spend and Impressions Filled 2009 - 2011
- Mobile Video Gross Media Spend Estimated at 14.8% of Total Mobile Gross
Media Spend in 2011
- Gross Mobile Media Spend vs. Mobile Video Media Spend: 2009 - 2011
- Mobile Video Ad Networks Forecast to Claim 67.8% of Video Gross Media
Spend in 2011
- Gross Media Spend by Mobile Video Market Position: Ad Networks vs.
Platforms/Exchanges
- Mobile Video Advertising Network Revenue and Gross Media Spend: 2009 -
2013
- Mobile Video Exchange/Platform Revenue and Gross Media Spend: 2009 - 2011
- Mobile Video Advertising Network Revenue and Gross Media Spend: All
Formats 2009 - 2013
- Q & A's
- AdFonic
- Aditic (A Division of Sofialys)
- AdMarvel (A Unit of Opera Software)
- Amobee
- Greystripe
- Millennial Media
- Mobclix, a Velti Company
- Mobile Theory
- Rhythm NewMedia
- Smaato
- Zestadz
Section Three
- Online and Cross-Platform Video Ad Networks, Ad Serving Platforms and
Exchanges are Moving Aggressively Into Mobile; Seeking TV Budgets Being
Allocated to Media Spend on Mobile Devices
- Inter-Sector Competitive Positioning and Contrasts:
- Mobile Video Advertising Networks and Platforms Forecast to Capture 12.1%
of Combined Inter-Segment Gross Media Spend in 2011
- Gross Media Spend: Mobile Video Ad Networks and Exchanges vs. Online and
Cross-Platform Video Ad Networks and Exchanges
- Video Inventory and Impressions Delivered Grew by 86.4% in 2010
- Video Advertising Solution Provider Inventory/Impression Growth: 2008 -
2010
- Video Ad Networks, Ad Serving Platforms and Exchanges Forecast to Run
95.3% of Combined Inter-Sector Gross Videospend through Their Platforms,
Networks and Mediation Systems in 2011
- Gross Media Spend by Solution Category
- Video Ad Serving Platforms and Services: Gross Media Spend
- Pre-Roll Ad Network Gross Media Spend Rose by 185.9% in 2010
- Multi-Screen Video Advertising Platforms: Pre Roll Inventory and Gross
Media Spend Analysis
- Auction and Exchange Video Gross Media Spend Jumped by 652.5% in 2010
- Multi-Screen Video Advertising Solutions and Platforms: Exchanges,
Marketplace RTB and Mediation Environments
- RTB Auctions, Exchanges and Mediation Systems are Forecast to Grow Top
Line Revenue (Net) by 182.8% in 2011
- Real Time Bidding Solutions Net Revenue Analysis: 2008 - 2014
- Video Ad Serving Platforms Forecast to Grow Top Line Revenue by 56.2% in
2011
- Multi-Screen Video Ad Serving Platforms and Services: Net Revenue Analysis
- Pre-Roll Advertising Networks Forecast to Grow Top Line Revenue (Net) by
68.3% in 2011
- Video Advertising Networks and Media Sales: Pre Roll Solution Specialists
- Video Auctions, Exchanges and Mediation Environments Forecast to Grow
Revenue by 182.2% in 2011
- Video Advertising Solutions and Platforms: Exchanges, Marketplace RTB and
Mediation Environments
- Q & A's
- AdapTV
- adBrite
- Audience Science
- Blinkx
- Brightroll
- Collective
- Eyewonder
- FreeWheel
- LiveRail
- Rocket Fuel
- Spotxchange
- TidalTV
- Tremor Video
- Visible Measures
- YuMe Inc.
行動及線上廣告網路、送信平台、廣告框買賣系統預計達到56億5000萬美元
2011年09月20日
Global Information, Inc.已開始銷售美國市場調查公司ACCUSTREAM RESEARCH所發行的報告書「Online and Mobile Video Advertising Networks, Serving Platforms and Exchanges: Comparative Business Model, Media Spend, Inventory and Revenue Analytics (線上／行動動畫廣告網路、發信平台、廣告範圍銷售買賣系統：商業模式比較、媒體廣告、廣告範圍及收益分析)」
本報告預測線上/行動廣告網路、送信平台、廣告框買賣系統的動畫媒體支出總額於2011年超過56億5000萬美元。
行動廣告網路及送信平台部門間在動畫媒體總支出上佔的比例，從2010年的2.4％到2011年增加為4.7％。此數字是從動畫廣告的視聽次數1075億次估計出來的。
預測行動動畫的視聽次數是總廣告框的7.9％。行動動畫通常是以成果報酬型或CPC單位來收費，佔收費行動媒體的18％。另一方面，預測線上動畫廣告網路、送信平台，廣告框買賣系統的動畫視聽次數於2011年時超過3400億次。線上動畫廣告以CPM單位來收費。
進入線上網路及送信平台市場的企業，策劃要加入行動市場、聯繫設備部門。故須投資必要的研究•開發，專心致力於強化與原有客戶的關係。
本報告書提供與行動及線上廣告有關的總收益(業績和預測)、銷售額、總媒體支出、總廣告框、刊載廣告、收費媒體、單擊率、CPM、CPC價格、參加率、以及分析商務模式的詳情。
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