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市場調查報告書
數位影音廣告市場：2011年∼2014年
Digital Video Advertising 2011 - 2014
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TABLE OF CONTENTS
EXECUTIVE SUMMARY
- Digital Video Media Spend (Combining all Video-Related Executions Such as
Overlays, Podcasting and Mobile) is Forecast at $5.6 Billion Market in 2011
- Digital Video Gross Media Spend: 2003 - 2014
- Digital Video Media Spend Rose by 89% in 2010; 41% Growth Forecast in 2011
- Pre Roll Inventory Spiked by Triple-Digits in 2010 as YouTube Began to
Aggressively Incorporate and Monetize with the Format
- Mobile Video Media Spend Forecast to Grow at Triple-Digit Rates through
2012
GLOSSARY OF TERMS
SECTION ONE
- Introduction and Overview: Digital Video Inventory Growth, Transaction
Transparency and Market Expansion
- Macro-Market Dynamics
- Digital Video Media Spend (When Combining all Video-Related Executions
such as Overlays, Podcasting and Mobile) is Forecast at $5.6 Billion Market in
2011
- Digital Video Gross Media Spend: 2003 - 2014
- Digital Video Media Spend Rose by 89% in 2010; 41% Growth Forecast in 2011
- Broadcast Scale Inventory: the In-Page Video Format Continues to Capture
the Largest Media Spend Share and Percentage of Digital Video Advertising
- Digital Video Advertising Media Spend: 2011 by Format
- In-Page and Pre Roll Video Media Spend Totals and Comparison: 2003 - 2014
- Pre Roll Inventory Notched Triple-Digit Growth in 2010 as YouTube Began to
Aggressively Incorporate and Monetize with the Format
- In-Page and Pre Roll Video Inventory Growth: 2003 - 2014
- Mobile Video Media Spend Forecast to Grow at Triple-Digit Rates through2012
- Mobile Video Media Spend: 2009 - 2014
- In-Page, Pre Roll and Mobile Video Media Spend Totals and Comparison:
2003-2014
- Video Overlay Impressions Estimated at 62.9 Billion in 2011
- Video Overlay Impressions: 2008 - 2014
- Viral Video Campaigns Forecast to Generate $362 Million in Paid Media in
2011
- Viral/Paid Promotional Video Advertising Campaigns: 2008 - 2014
- Podcast Video Inventory Forecast at 4.4 Billion Units in 2011
- Podcasting Video Inventory and Gross Billings: 2007 - 2014
- Digital Video Media Spend: Continued Double-Digit Growth through 2014
- Digital Video Media Spend Growth by Platform and Format: 2003 - 2014
- In-Page and Pre Roll Video Account for 88.4% of Gross Media Spend in 2011
- Digital Video Spend Share Analysis: 2008 - 2012
- CPM Analysis by Format: Premium Pre Roll Steady in 2011
- CPMs: 2007- 2011 Comparison
- CPM Analysis: Pre Roll CPMs Trend Down When YouTube Inventory Included in
Total Media Spend
- CPMs: 2007- 2011 Comparison
SECTION TWO
- In-Page Video Ad Impression Market Dynamics, Solution Provider Expertise
and Campaign Engagement Focus
- In-Page Video Ad Serving Platforms Projected to Deliver Gross Media Spend
of $3.3 Billion in 2011
- In-Page Video Impressions and Media Spend: 2003 - 2014
- In-Page Video Media Spend Forecast to Reach $5.9 Billion by 2014
- In-Page Video Ad Serving Platforms to Generate Net Revenue of $769 Million
in 2011
- In-Page Video Ad Serving Platform Net Revenue: 2007 - 2014
- In-Page Video Ad Serving Platforms and Services: Gross Media Spend
- In-Page Video Advertising Platforms: Impressions Delivered 2008 - 2010
- In-Page Video Solutions and Platforms: Business Models
- In-Page/Multi-Screen Video Ad Serving Platforms and Services: Net Revenue
Analysis
- Q & A's
- Eyewonder
- Freewheel
- Limelight Mobility and Monetization Platform
- Mediamind Technologies
- Pointroll
SECTION THREE
- Pre Roll Video Advertising Market Primer: Dramatic Inventory Growth in
2010 - 2014 combined with More Monetization Options to Clear It
- Market Trends: More Video Inventory is Accessible, and More Monetization
Options are Effectively Clearing Media
- Pre-Roll Media as a Monetization Format Online Continues to Blossom: Spend
Increased by 85.9% in 2010; 45% Upswing Forecast for 2011
- Pre-Roll Inventory and Media Spend: 2003 - 2014
- Pre-Roll Video Advertising Inventory Forecast at 165.5 Billion Units in
2011, Including Social Media Environments and YouTube
- Pre-Roll Inventory and Media Spend Growth Comparison
- Less Inventory Allocation Balanced Against Advertiser Desire for Greater
Impression Dwell Time: Lower Pre Roll Insertion Frequency Seen in 2011; Longer
Spot Length 87
- Pre Roll Inventory Insertion Ratios
- Pre Roll Insertion Frequency Comparable Was 2.2 in 2010 when Including
YouTube Inventory
- Pre Roll Inventory Insertion Ratios
- Pre Roll Media Spend: In-House vs. Ad Networks, Exchanges
- CPMs 2011: Holding Steady for Premium Pre Roll; Increasing for Custom
Search Inventory; Slight Dip Across all Pre Roll Inventory
- CPM Analysis by Format: Premium Pre Roll Steady in 2011
- CPMs: 2007- 2011 Comparison
- CPM Analysis: Pre Roll CPMs Trend Down When YouTube Inventory Included in
Total Media Spend
- CPMs: 2007- 2011 Comparison
- 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
- Q & A's 1
- AudienceScience
- Blinkx
- Brightroll
- Collective
- Rocket Fuel
- Spotxchange
- Tidaltv
- Tremor Video
- Tubemogul
- Turnhere.com
- Vidsense
- Visible Measures
- Yume Inc.
SECTION FOUR
- Global Mobile Video Gross Media Spend Forecast at $268 Million in 2011; a
Triple- Digit Surge Over 2010
- U.S./North America Contributes 60% of the Global Total
- Gross Mobile Video Media Spend: 2009 - 2011
- U.S. Mobile Video Media Spend Forecast at $160 Million in 2011 (Mobile Ad
Networks Only)
- Mobile Video Media Spend: 2009 - 2014
- 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
- ECPM Sample Pricing Conversion Grid
- 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
- Total Filled Mobile Impressions and Video Impression Comparison: 2009 -
2011
- 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
- Global Mobile Advertising Network Revenue and Gross Media Spend: 2009 -
2013
- 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 - 2013
- Mobile Video Advertising Networks, Platforms and Exchanges are Forecast to
Earn $442 Million in Net Revenue in 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
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