Abstract
ACCUSTREAM RESEARCH: PRE-ROLL VIDEO MEDIA SPEND UP 48% IN 2011; $1.56 BIL. GROSS BILLINGS FORECAST
Seaside, Calif. Pre-roll video advertising bought against increasing volumes of premium, syndicated, aggregator, 2nd and 3rd tier, UGC and social media inventory online is powering a thriving market forecast at $1.56 billion in 2011 gross billings, a 48% improvement over 2010, according to a media spend report by AccuStream Research.
The report, Pre-Roll Video Advertising 2011 - 2014: Inventory and Gross Media Spend, presents a rigorous financial, analytics based forecast of pre-roll inventory, billings growth, insertion frequencies, CPMs (historical to present, by site, brand and content category--including sellout rates), which when combined yield total market value.
An extensive analysis of gross media spend generated by in-house sales teams and corresponding contribution made through associations with video ad networks focused on pre roll inventory, along with exchanges, auctions, mediation and campaign management platforms is provided in detail.
YouTube is the largest pre roll video advertising network online (in terms of both inventory and gross media spend), followed by Hulu.
The top ten is rounded out with Disney/ABC, NBC/Comcast, CBS/CBS Audience Network, Viacom, Yahoo, NewsCorp/Fox, VEVO and Turner/TimeWarner. These pre roll gross media spend leaders account for 85.2% of gross media spend associated with the pre roll ad format online in 2011.
Pre-roll ads are being inserted (on average) every 1.61 video content plays against all classes pre roll inventory in 2011, excluding YouTube.
The corresponding insertion frequency in 2010 was 1.5, 1.4 in 2009. Higher insertion frequencies indicate fewer pre roll units per number of video plays. When YouTube inventory is included, average insertion frequency is 2.27.
Publisher by publisher analytics indicates a less interruptive insertion approach being taken has led to an increase the average length of pre roll spots in 2011, with the 30-second format exploited more frequently; also popular is 15-second counterpart.
“There are 19.5% more sites, networks and brands monetizing with pre roll in 2011 compared to 2010, a testament to the durability, flexibility, targeting and accountability associated with this execution format,” noted research director Paul A. Palumbo.
AccuStream Research produces sector reports bridging digital video, audio, subscription stores, online video advertising, video advertising networks and exchanges, mobile advertising networks, video platforms and integrated media optimization solutions.
Table of Contents
EXECUTIVE SUMMARY
- Online Pre Roll Video Advertising Macro Market Dynamics: Dramatic
Inventory Growth in 2010 - 2011; More Options to Clear It
- Pre-Roll Video Inventory: 2003 - 2014
- Pre-Roll Video Media Spend: 2003 - 2014
- Pre Roll Gross Media Spend By Content Category: 2011
- Pre Roll Gross Media Spend By Content Category: 2010
- 2011 Pre Roll Exploitation Strategy: Higher Insertion Frequencies
Results in Less Inventory
- Pre Roll Video Insertion Frequency: 2009 - 2011
- Glossary of Terms
SECTION ONE
- Online Pre Roll Video Advertising Macro Market Dynamics: Dramatic
Inventory Growth in 2010 - 2014 and More Options to Clear It
- Media Spend Trends: Strong Inventory Growth.
- Market Trends: More Video is Accessible, and more Media is being
Cleared
- Pre-Roll Media Online Continues to Blossom: Spend Increased by 74.9% in
2010; 48% Rise Forecast for 2011
- Pre-Roll Inventory and Media Spend: 2003 - 2014
- YouTube Video Share Comparison by Category: Pre Roll Inventory by Content
Category and Publisher Type
- Pre-Roll Video Inventory: 2003 - 2014
- Pre-Roll Inventory and Media Spend Growth Comparison
- Trend: Less Media Can Mean More Brand Exposure: Lower Pre Roll
Insertion Frequency Seen in 2011; Longer Spot Length
- Pre Roll Inventory Insertion Ratios
- Pre Roll Insertion Frequency Rose to 2.2 in 2010 when Including YouTube
Inventory
- Pre Roll Inventory Insertion Ratios
- Trend: Marketers Demand Media Clearing Efficiency, Market Transparency
and Inventory Scale
- Pre Roll Media Spend: In-House vs. Ad Networks, Exchanges
- Pre Roll Media Spend: In-House vs. Ad Network Sales, Exchanges, Auctions
and Mediation Platforms
- CPMs 2011: Holding Steady for Premium Pre Roll; Increasing for Custom
Search Inventory; Slight Dip Across all Pre Roll Inventory
- CPMs: 2007- 2011 Comparison
- Average Pre Roll CPMs (Historical, Current and Forecast) Shift Downward
when Including YouTube Sold Inventory
- CPMs: 2007- 2011 Comparison
- Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend
Analysis: 2010
SECTION TWO
- Pre Roll Media Spend by Content Category
- Pre Roll Inventory Trends: 2010 - 2011 Saw Remarkable Market
Transformations
- UGC Video Content (Including Semi-Professional and Professionally
Managed Content Channels) are Forecast to account for 37.7% of Pre-Roll Media
Spend in 2011
- Gross Media Spend by Category: 2011 (Est.)
- Pre Roll Video Average CPMs: 2009 - 2011
- Gross Media Spend by Category: 2009
- Pre Roll Ad Spend Dynamics 2009 - 2011: Inventory, Sellout Rates and
CPMs Effect Value
- Gross Media Spend by Category: 2009 - 2011
- 2011 Pre Roll Exploitation Strategy: Higher Insertion Frequencies
Results in Less Inventory, but Impression Run Longer
- Pre Roll Video Insertion Frequency: 2009 - 2011
- Pre Roll Inventory is Growing At 29.8% in 2011; Up 290.1% in 2010
- Pre Roll Video Advertising Inventory Analysis: 2009 - 2011
- Pre Roll Sellout Rates Improve Across all Content Categories in 2011
- UGC Video and Social Media Combined Are Forecast to Sell 51.7 Billion
Pre Roll Units in 2011
- Pre Roll Video Advertising Sold Inventory Analysis: 2009 - 2011
- Pre Roll Inventory, Insertion Frequencies, Sellout Rates and CPMs:
Category Summaries by Year: 2009 - 2011
- Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend
Analysis: 2011 (Full-Year Estimates)
- Pre Roll Video Advertising Inventory, Sales, CPM and Gross Media Spend
Analysis: 2010
- Pre/Mid/Post Roll Video Advertising Inventory, Sales and CPMs by Content
Category: 2009
SECTION THREE
- YouTube, Hulu, Large Cross-Platform Television and Major Internet
Aggregators Capture Pre Roll Media Spend Share in 2010 - 2011
- The Top Ten Brands (Including Online Only and Cross-Platform Media
Publishers) are Forecast to Capture 85.2% of Pre Roll Gross Media Spend in
2011
- Pre/Mid/Post Roll Video Advertising Media Spend by Publisher Brands: 2011
- Pre/Mid/Post Roll Video Advertising Media Spend by Publisher Brands: 2010
SECTION FOUR
- Video Advertising Networks: Leaders in Campaign, Analtyics and
Management Innovation
- Trend: Demand for Inventory, Robust Analytics and Dedicated Sales
Expertise Keys to Market Growth
- Market Dynamics
- Video Ad Networks with Sales Expertise Cleared $514 - $624 Million in
Pre Roll Gross Media Spend in 2010
- Multi-Screen Video Advertising Platforms: Pre Roll Inventory and Gross
Media Spend Analysis
- Q & A's
- AUDIENCESCIENCE
- BLINKX
- BRIGHTROLL
- COLLECTIVE
- ROCKET FUEL
- SPOTXCHANGE
- TIDALTV
- TREMOR VIDEO
- TUBEMOGUL
- TURNHERE.COM
- VIDSENSE
- VISIBLE MEASURES
- YUME INC.
SECTION FIVE
- Pre Roll Inventory Transparency and Clearing: Auctions, Exchanges and
Real Time Bidding Environments Give the Market a Liquidity Boost
- RTB Environment Gross Media Spend Rose by 652% in 2010
- Real Time Bidding Environments: Video Media Spend Growth 2008 - 2010
- Multi-Screen Video Advertising Solutions and Platforms: Exchanges,
Marketplace RTB and Mediation Environments
- Video Advertising Solutions and Platforms: Exchanges, Marketplace RTB and
Mediation Environments
- RTB Environments Capture 7.8% of Sector Gross Media Spend in 2010
- RTB environments captured 1.8% of gross media spend in 2009, a
percentage that ramped up to 7.8% in 2010
- Gross Media Spend by Solution Category
- Q & A's
