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市場調查報告書

影音廣告技術系統:庫存結算、販賣、支出及商務活動分析

Video Ad Tech Systems: Inventory Clearing, Trafficking, Spend and Business Operations Analytics: 2014-2016

出版商 Accustream Research 商品編碼 249191
出版日期 內容資訊 英文 292 Pages
商品交期: 最快1-2個工作天內
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影音廣告技術系統:庫存結算、販賣、支出及商務活動分析 Video Ad Tech Systems: Inventory Clearing, Trafficking, Spend and Business Operations Analytics: 2014-2016
出版日期: 2014年01月21日 內容資訊: 英文 292 Pages
簡介

本報告提供影音廣告市場現況與展望調查分析、影音廣告主要的經營模式、影音廣告費的轉變與預測、各商業模式的明細、市場影響因素分析、主要經營者簡介等彙整資料,為您概述為以下內容。

摘要整理

數位影音廣告的專門用語、定義

數位影音廣告生態系統的簡介

第1章

  • 影音廣告網路&平台:非重複廣告費的估計
  • 廣告網路:影音媒體支出估計、分析與預測
  • 影音廣告網路:存貨、支出的增加
  • 影音廣告網路CPM分析
  • 影音廣告網路/平台:總合、非重複存貨,支出及eCPM分析
  • 影音廣告網路/平台:年度平台收益與預測
  • 影音廣告網路/平台:後發行者付款毛利分析
  • 影音廣告網路/平台:整體平台收益與預測分析
  • Q&A

第2章

  • 各廣告結算、販賣區隔的摘要:影音支出估計、分析
  • 橫幅廣告內影音支出、eCPM分析的摘要
  • 影音廣告販賣平台:存貨、支出成長
  • 影音廣告販賣平台:總合、非重複存貨、支出及eCPM分析
  • 影音廣告販賣/平台/分析/服務:媒體支出
  • 影音競標、交換、RTB、競價管理平台、資料科學:整體存貨、橫幅廣告內影音市場佔有率
  • 整體存貨、橫幅廣告內影音的市場佔有率
  • 廣告販賣、經營管理平台收益
  • 影音廣告販賣/平台/分析/服務:整體平台/銷售額收益分析與預測
  • 影音廣告販賣/平台/分析/服務:毛利、銷售額收益分析
  • 影音廣告結算、販賣生態系統:年度平台收益與預測
  • Q&A

第3章

  • 各影音廣告結算市場區隔的摘要:競標、交換、RTB及競價管理 - 非重複支出分析
  • 各廣告結算、販賣區隔:影音支出估計、分析
  • 數位影音競標、交換及RTB:存貨、支出分析
  • 影音廣告網路:存貨、支出成長
  • 影音廣告販賣平台:存貨、支出成長
  • 影音競標、交換、RTB、競價管理平台、資料科學:媒體支出額,各解決方案
  • 影音競標、交換、RTB、競價管理平台、資料科學:毛利及媒體結算相關收益分析
  • 交換、程序化交易總收益分析
  • 影音競標、交換、RTB、競價管理平台、資料科學:整體平台收益分析與預測
  • 競標、交換及RTB:總收益比較
  • Q&A

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目錄

The report, Video Ad Tech Systems: Inventory Clearing, Trafficking, Spend and Business Operations Analytics: 2014 - 2016, delivers a segment-by-segment portrait of the sector's economic fundamentals, growth trajectories, media CPMs, serving CPMs, formats supported, business models and marginal performance yielding net revenue.

Each segment (video ad networks, trafficking platforms and programmatic technologies) is analyzed against monthly and annual unduplicated inventory, sources of supply and demand, percentage of spend by format (in-stream, in-banner, display and overlay), including domestic and international undertakings.

Video ad networks cleared 17.2% of video spend, trafficking platforms delivered the equivalent of 55.9% of sector share, and programmatic systems handled 26.9%.

The digital video advertising industry's roaring momentum toward workflow efficiency and big data utilization--enriching inventory transparency and audience demographics--has resulted in a marketplace rapidly closing the monetization gap across the video ad tech ecosystem, synchronizing inventory and media spend growth.

As buyers increasingly adopt a range of programmatic tools to better manage cross-platform demand, publishers are responding with selling tools and issuing RFP's that address complex criterions for desirable automated trading outcomes.

The digital video advertising sector is poised to return $4.4 billion in total net revenue (excluding AOL/Adap.tv and Google's properties) by year-end 2016.

The Q & A Forums are important complements to this data-rich study, with insights tendered by the sector's foremost innovators: Adobe Primetime, BlackArrow, Blinkx, BrightRoll, Collective, FreeWheel, LiveRail, Martini, DG/MediaMind, Mixpo, SET Media, Rocket Fuel, SpotXChange, Videology, Vindico, Visible Measures, YuMe, Inc. and others.

“This concentrated inventory, spend, business operations and sector analytics report is an investment vehicle for agencies, brands, publishers, operators, consulting practices, tech media services firms, VCs and investment banks,” commented research director Paul A. Palumbo.

Table of Contents

EXECUTIVE SUMMARY

  • Efficiency and Confidence: the Market Is Optimizing Against Audience Demographics, Screen Device and Impression Transparency
  • Inventory Management, Trafficking and Media Clearing Ecosystem Fundamentals 2014 - 2016
  • Digital Video Advertising Ecosystem
  • Digital Video Ad Spend Share by Tech Platform 2013
  • Digital Video Ad Spend: 2008 - 2016
    • Digital Video Ad Spend by Tech Sector: 2013
    • Aggregated Inventory and Media Spend Annual Percentage Change: 2008 - 2013
  • Digital Video Advertising Ecosystem: Net Revenue by Segment (Post Publisher Payouts, and Including All Platform Related Fees) Reveals Programmatic Strength in 2013
  • Digital Video Ad Clearing and Trafficking Ecosystem: Market Net Revenue Share by Technology Segment 2008 - 2016

DIGITAL VIDEO ADVERTISING TERMINOLOGY and DEFINITIONS

INTRODUCTION TO THE DIGITAL VIDEO ADVERTISING ECOSYSTEM 2014 - 2016

  • Efficiency and confidence: the Market Is Optimizing against Audience Demographics, Screen Device and Impression Transparency
  • Inventory Management, Trafficking and Media Clearing Ecosystem Fundamentals 2014 - 2016
  • Video Ad Spend Summary Totals by Ad Clearing and Trafficking Segment: Unduplicated Spend Analysis 2008 - 2013
    • Video Spend Economics and GRP Economies: Screen Depth Creates More Views, Greater Reach and In-Stream Inventory, Combined with Data-Enhanced Audience/Impression Analytics Brand Advertisers Want
    • Rise of the Machines: Programmatic Systems Touch 27% of Digital Video Spend in 2013, Going Higher in 2014 - 2016 as Publishers Respond to Multi-Platform Buyers
    • Video Ad Serving/Impression Outcomes/Dynamic Creative/Campaign Management
  • IP-Based Authenticated Sign-In is Here, Though Currently a Makeshift Reality: Usage, Present and Future Video Spend Indicators
    • Video CPMs: the Yin and Yang of Big Data, the Cross-Platform Inventory Surge, Greater Audience and Impression Transparency
    • Business Operations and Topline Revenue Recognition; Calculation of Unduplicated Video Ad Spend and Post Publisher Payout “Net” Revenue
    • Video Ad Networks, Tech/Trafficking Platforms, Auctions, Exchanges and RTBs Enable $7.2 Billion in 2013 Video Spend
    • Summary Totals by Ad Clearing, Trafficking Segment: Video Spend Estimates and Analysis 2008 - 2013 with Forecasts through 2016
    • Video Inventory/Spend Conclusion: Workflow, Management, Trafficking, Clearing, Audience and Impression Systems plus Data Analytics are in Fact Creating Greater Market Efficiencies
  • A Thriving Ecosystem: Market Entrants, Positions, Technologies and Areas of Solutions Specialization
  • Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs, Bidding Management, SSPs and DSPs: 2014
    • Video Advertising Networks/Platforms: 2014
    • Video Ad Trafficking Platforms: 2014
    • Video Auctions, Exchanges, RTBs, Bid Management Platforms, Data Science: 2014
    • The Video Advertising Ecosystem 2014: Market Positions and Business Models
    • Video Advertising Networks, Ad Trafficking, Bid Management Platforms, Auctions, Exchanges, RTBs, SSPs and DSPs: Inventory Pricing and Business Models 2014
  • Video Advertising Networks, Ad Trafficking, Platforms, Auctions, Exchanges, RTBs: Domestic/International Reach, Desktop/Mobile/Tablet/Ott Breakout 2013 - 2014
  • Networks, Platforms and Bid Management Systems: Digital Video Inventory Analytics 2008-2013
    • Video Advertising Networks, Ad Trafficking Platforms, Auctions, Exchanges, RTBs, SSPs and DSPs: Access to Inventory 2008 - 2013/2014
  • Video Advertising Networks, Ad Trafficking Platforms, Auctions, Exchanges, RTBs, SSPs and DSPs: Inventory Pricing Analysis 2008 - 2013
  • Aggregated Digital Video Media Spend: Relentless Pursuit of Transparency/Efficiency Leads to Supply/Demand Equilibrium
  • Video Advertising Networks, Ad Trafficking Platforms, Auctions, Exchanges, RTBs, SSPs and DSPs: Aggregated Media Spend 2008 - 2013
  • Digital Video Spend Growth by Technology Segment (Networks, Exchanges and Trafficking Platforms): Five-Year CAGRs reveal High Double-Digit Rates
    • Video Ad Trafficking Platforms Deliver 55.9% of Sector Spend in 2013
    • Video Ad Spend Summary Totals by Ad Clearing, Trafficking Segments: 2008 - 2013
  • Digital Video Advertising: Business Models, Inventory Billing/Pricing Models and Business Operations
  • Video Advertising Networks, Ad Trafficking, Bid Management Platforms, Auctions, Exchanges, RTBs, SSPs and DSPs: Inventory Pricing and Business Models 2014
  • Digital Video Advertising Ecosystem: Net Revenue by Segment (Post Publisher Payouts, and Including All Platform Related Fees) Reveals Programmatic Strength in 2013
  • Video Ad Clearing and Trafficking Ecosystem: Annual Platform Revenue and Forecast 2008 - 2016
    • Net Revenue/Platform Analysis Including AOL-Adap.TV
  • Video Ad Clearing and Trafficking Ecosystem: Annual Platform Revenue and Forecast 2008 - 2016
    • Net Revenue Analysis Including AOL-Adap.TV and Google
  • Video Ad Clearing and Trafficking Ecosystem: Annual Platform Revenue and Forecast 2008 - 2016

SECTION ONE

  • Video Ad Networks/Platforms 2008 - 2016: Segment Dynamics
  • Video Ad Networks Manage $1.25 Billion in 2013 Media Spend
  • Video Ad Networks and Platforms: Unduplicated Video Spend Analysis 2008-2013
  • Ad Networks: Video Media Spend Estimates and Analysis 2008 - 2013 with
  • Forecasts through 2016
    • Video Ad Network Inventory Rose by 74.8% in 2013, Spend by 57.9%
    • Video Ad Networks 2008 - 2013: Inventory and Spend Growth
  • Five Year Analysis of Video Ad Network eCPMs Reflect Inventory Availability, Formats Supported (and Monetized) Plus Device Proliferation
    • Video Ad Network CPM Analysis: 2008 - 2013
  • Video Advertising Networks/Platforms: Aggregate and Unduplicated Inventory, Spend and eCPM Analysis 2008 - 2013
  • Video Advertising Networks/Platforms: Aggregate and Unduplicated Inventory, Spend and eCPM Analysis 2008 - 2013
    • Video Ad Networks 2008 - 2016: Media Operations and Total Platform Revenue
  • Video Advertising Networks/Platforms: Annual Platform Revenue and Forecast 2008 - 2016
  • Video Advertising Networks/Platforms: Post Publisher Payout Gross Margin Analysis 2008 - 2013
  • Video Advertising Networks/Platforms: Total Platform Revenue and Forecast Analysis 2008 - 2016
    • Q & A FORUM: EXECUTIVE EXCHANGE
      • BLINKX
      • JUN GROUP
      • MARTINI
      • NDN (News Distribution Network)
      • SETMEDIA
      • SUNDAYSKY
      • TREMOR VIDEO
      • VISIBLE MEASURES
      • YUME INC.

SECTION TWO

  • Video Ad Trafficking and Tech Platforms 2008 - 2016: Segment Dynamics
  • Video Ad Trafficking Platforms Deliver $4 Billion in Video Ad Spend in 2013
    • Video Ad Trafficking Segment: Unduplicated Media Spend Analysis 2008 - 2013
  • Video Ad Trafficking Platforms Projected to Deliver $6.8 Billion in Video Spend by 2016
  • Summary Totals by Ad Clearing, Trafficking Segment: Video Spend Estimates and Analysis 2008 - 2013 with Forecasts through 2016
    • Summary In-Banner Video Spend and eCPM Analysis: 2013
    • Summary In-Stream Video Spend and eCPM Analysis: 2013
    • Video Ad Trafficking Platforms: Inventory and Spend Growth
  • Video Ad Trafficking Platforms: Aggregate and Unduplicated Inventory, Spend and eCPM Analysis 2008 - 2013
    • Video Ad Trafficking/Platforms/Analytics/Services: Media Spend 2008 - 2013
  • Video Auctions, Exchanges, RTBs, Bid Management Platforms, Data Science: Total Inventory and In-Banner Video Share 2008 - 2013
  • Video Ad Trafficking Tech Solutions Score $636.8 Million in 2013 Platform Revenue
    • Ad Trafficking and Management Platform Revenue: 2008 - 2016
  • Video Ad Trafficking/Platforms/Analytics/Services: Total Platform/Topline Revenue Analysis with Forecasts 2008 - 2016
  • Video Ad Trafficking/Platforms/Analytics/Services 2008 - 2013: Gross Margin and Topline Revenue Analysis 2008 - 2013
  • Video Ad Clearing and Trafficking Ecosystem: Annual Platform Revenue and Forecast 2008 - 2016
  • Video Ad Clearing and Trafficking Ecosystem: Annual Platform Revenue and Forecast 2008 - 2016
    • Q & A FORUM: EXECUTIVE EXCHANGE
      • ADOBE PRIMETIME
      • adRise
      • BLACKARROW
      • DYNAMIX
      • DG/MediaMind
      • FREEWHEEL
      • JWPLAYER
      • MIXPO
      • POINTROLL
      • VINDICO

SECTION THREE

  • Video Advertising Auctions, Exchanges and RTBs 2008-2016: Segment Dynamics
  • In a Deeply Screened World, Automation Reduces Complexity
  • Automated/Programmatic Video Ad Spend at $1.96 Billion in 2013, up 60.6%
  • Summary Totals by Video Ad Clearing Segment: Auctions, Exchanges, RTBs and Bid Management: Unduplicated Spend Analysis 2008 - 2013
    • Summary Totals by Ad Clearing, Trafficking Segment: Video Spend Estimates and Analysis 2008 - 2013 with Forecasts through 2016
  • Auctions, Exchanges and RTB Efficiencies Are Driving the Segment toward Inventory and Spend Growth Equilibrium
  • Digital Video Auctions, Exchanges and RTBs 2008 - 2013: Inventory and Spend Analysis
    • Video Ad Networks 2008 - 2013: Inventory and Spend Growth
    • Video Ad Trafficking Platforms: Inventory and Spend Growth
    • Auction and Exchange Video Inventory Surpasses 436 Billion in 2013
    • Video Auctions, Exchanges, RTBs, Bid Management Platforms, Data Science: Unduplicated Inventory, Spend and eCPM by Transaction Solution 2008 - 2013
  • Video Auctions, Exchanges, RTBs, Bid Management Platforms, Data Science: Media Spend Value by Solution 2008 - 2013
    • Video Auction, Exchange and RTB Net Revenue Analytics 2008 - 2013
  • Video Auctions, Exchanges, RTBs, Bid Management Platforms, Data Science 2008 - 2013: Gross Margin and Media Clearing-Related Revenue Analysis
    • Exchanges and Programmatic Trading Net Revenue Analysis: 2008 - 2013
  • Video Auctions, Exchanges, RTBs, Bid Management Platforms, Data Science 2008 - 2016: Total Platform Revenue Analytics and Forecast
    • Auctions, Exchanges and RTBs: Net Revenue Comparisons 2008 - 2016
  • Excluding Google Properties, the Independent Auction, Exchange and RTB Market Segment Is Forecast to Generate Net Revenue of $1 Billion in 2014
  • Video Auctions, Exchanges, RTBs, Bid Management Platforms, Data Science 2008 - 2016: Total Platform Revenue Analytics and Forecast
    • Q & A FORUM: EXECUTIVE EXCHANGE
      • BRIGHTROLL
      • COLLECTIVE
      • KITARA MEDIA
      • LIVERAIL
      • MADISON LOGIC
      • ROCKET FUEL
      • SPOTXCHANGE
      • VIDEOLOGY
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