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市場調查報告書

In-stream·虛擬影音廣告

In-Stream and Virtual Video Advertising 2014-2017

出版商 Accustream Research 商品編碼 300627
出版日期 內容資訊 英文 120 Pages
商品交期: 最快1-2個工作天內
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In-stream·虛擬影音廣告 In-Stream and Virtual Video Advertising 2014-2017
出版日期: 2014年04月22日 內容資訊: 英文 120 Pages
簡介

In-stream及虛擬影音廣告的處理量,預計2014年將與去年同期相比增加24%,這是由於廣播及有線節目製作者將節目廣告大幅收益化所主導的。高價內容的In-stream廣告分配2013年播放一次影片1.75的廣告曝光率增加了40%,確保了32億美金的市場上50%的支出。此外,虛擬影片廣告產業在過去十年間更展現了54.2%的CAGR(年平均成長率)。

本報告提供In-stream·虛擬影音廣告的市場相關調查分析,依集團別分析電視台及有線節目製作者,彙整各自的影片廣告概要及趨勢,加上豐富的實績資料庫及預測資料庫,為您概述為以下內容。

摘要整理

第1章

  • 虛擬影音廣告,2014-2017年:電視收益化正式的初期階段,高度整合,技術集中,分析主導的購買/銷售/經濟
  • 虛擬影音廣告的最初十年:年複合成長率54.2%(2003-2013年)
  • 廣播·有線電視計劃製作者及合作夥伴的廣告擴大到610億,2013年的影音支出大幅度增加了63.8%
  • 身份認証的登入/TV Everywhere:現在及未來的影音支出指標
  • 影音CPM:巨量資料的陰陽,跨平台廣告的劇增

第2章

  • In-stream影音廣告,2014年:插入頻率增加,廣播者的虛擬廣告
  • 全部的網站及網路中:2013/2014年插入頻率每1個影音廣告.89視頻播放
  • 廣播·有線電視計劃製作者產生In-stream影音支出的50%
  • 2013年包含YouTube桌上型電腦插入頻率為15.1%
  • In-stream影音廣告市場,與廣告網路,競標,交易所,RTB及服務技術平台一體化
  • 廣告時段,支出及eCPM分析,2008-2013年

第3章

  • 橫幅廣告影片,2014年:是恆久性的形式,預測In-stream將有2位數的成長
  • 收費橫幅及In-stream影音廣告預測到2017年前將持續二位數成長
  • 橫幅廣告影音支出2013年佔In-stream/橫幅影片廣告支出總額的46.4%

第4章

  • 針對品牌的虛擬影片行銷、社會環境、平台及多設備媒體播放器預測2014年將佔支出的22.2%
目錄

In-stream and virtual video ad billings are forecast to realize 24% growth in 2014, led by extensive monetization against broadcast and cable programmer inventory, supported by a stable of multi-screen media executions, brand-direct spend, mobile, social, internet music radio and VOD avails, according to a wide-ranging, data rich marketplace analytics report by AccuStream Research.

The report, ‘In-Stream and Virtual Video Advertising 2014 - 2017’, provides brands, marketers, agencies, buyers and sellers a detailed inventory map of the entire marketplace including sellout, views by site and screen, CPMs, spot length, insertion frequencies by publisher, programmer, device, aggregator and network, plus spend traversing ad tech serving systems and media player/recommendation platforms.

In-stream inventory allocated against premium content (and their syndication partners, including Hulu) increased 40% in 2013, to 1.75 impressions per video play and captured 50% of spend across this $3.2 billion patch of the marketplace. The virtual video ad industry exhibited a CAGR of 54.2% over the past ten years.

Aggregated insertion frequencies are holding steady at similar levels in 2014 and while 1st Q. demand is typically soft, and some inventory unsold--even considering the presence of sophisticated ad tech and media clearing systems--video campaigns are nevertheless flighted at near broadcast television levels, with mobile/tablet video content monetized at slightly lower rates.

Further, TV Everywhere/VOD and in-stream inventory, when undersold, exposes viewers to impression fatigue, according to analysis of 200 properties; early TV Everywhere deployments remain a tech and monetization work in progress.

We currently estimate YouTube desktop insertion frequency (based on a rolling annual average) at 15%, with 55% skippable inventory. YouTube mobile/tablet video shows an insertion frequency of 10.6%.

An extensive database of in-stream inventory is contained in this report, with broadcast networks and cable programmers analyzed as a group.

In-banner video inventory is currently forecast at 487.3 billion impressions delivered in 2014, up 17% over 2013, with $3.19 billion in billings.

Table of Contents

EXECUTIVE SUMMARY

  • In-Stream and Virtual Video Spend Forecast at $9.1 Billion in 2014
    • Graphic- In-Stream and Virtual Video ad Format Share: 2003-2017
    • Graphic- In-Stream and Virtual Video Media Spend CAGR Analysis 2003-2017
    • Graphic- Broadcast and Cable TV Video Inventory to Video Plays: 2010-2013

IN-STREAM AND DIGITAL VIDEO ADVERTISING TERMINOLOGY AND DEFINITIONS

SECTION ONE

  • Virtual Video Advertising 2014-2017: An early stage, highly integrated, screen-deep, tech-intensive, analytics- driven buy/sell/economy that embraces TV monetization formulae
    • Graphic - In-Stream and Virtual Media Spend by Format 2003-2017
    • Graphic - In-Stream and Virtual Video Media Spend: 2003-2017
    • Graphic - In-Stream and Virtual Video Ad Format Share: 2003 -2017
    • Graphic - In-Stream and Virtual Video Media Spend Share by Avail Format: 2003-2017
  • Graphic - In-Stream and Virtual Video Media Spend: 2003 - 2017
  • Graphic - In-Stream and Virtual Video Media Spend: 2003 - 2017
  • The First Virtual Video Advertising Decade: CAGR of 54.2% (2003 - 2013)
  • Graphic - In-Stream and Virtual Media Spend: Annual Growth Analysis: 2003-2017
  • Graphic - In-Stream and Virtual Video Media Spend CAGR Analysis 2003-2017
  • Graphic - Broadcast and Cable TV Video Inventory to Video Plays: 2010 - 2013
  • Graphic - Broadcast and Cable TV Video Inventory Insertion Frequency: 2010 - 2013
  • Graphic - Virtual Video Inventory: Insertion Frequency Comparison 2010 - 2013
  • Broadcast and Cable TV Programmer and Partner Inventory Expands to 61 Billion Avails Sold, Delivers a 63.8% Jump in 2013 Video Spend
  • Graphic - In-Stream Broadcast/Cable Network Inventory and Media Spend Analysis: 2010 - 2013
  • Graphic - In-Banner Video Impressions and Media Spend: 2003 - 2017
  • Graphic - Aggregated Inventory and Media Spend Annual Percentage Change: 2008-2013
  • Authenticated Sign-In / TV Everywhere: 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:
    • Graphic - Virtual Video Inventory Pricing Models/CPMs by Format Execution: 2007-2013 Annual Comparison

SECTION TWO

  • In-Stream Video Advertising 2014: Insertion Frequencies Rise, Broadcaster Virtual Inventory
    • Exploitation Modeled After Linear TV
    • Graphic - Broadcast and Cable TV Video Inventory to Video Plays: 2010 - 2013
    • Graphic - Allocated Virtual Video Inventory to Video Plays 210 - 2013
    • Graphic - In-Stream Video Inventory and Media Spend Analysis: 2010 - 2013
    • Graphic - In-Stream Video: Allocated Inventory vs. Sold Inventory and Spend 2010 - 2013
  • Across All Sites and Networks: 2013/2014 Insertion Frequency at .89 Video Plays Per Video Ad
    • Graphic - Virtual Pre-Roll and In-Stream Inventory Insertion Ratios
    • Graphic - In-Stream Video Inventory Allocation Analysis: Publisher vs. YouTube Comparison 2006 - 2013
  • Graphic - Virtual Pre-Roll and In-Stream Video Inventory Views/Avails 2006 - 2013
  • Graphic - In-Stream Paid Inventory and Media Spend Growth Comparison
  • Graphic - Paid Virtual In-Stream Inventory and Media Spend Growth Analysis:2003 - 2017
  • Broadcast Television and Cable TV Programmers Generate 50% of In-Stream Video Spend
    • Graphic - In-Stream Video: Broadcast and Cable TV Allocated Inventory vs. Sold Inventory and Spend 2010 - 2013
  • Graphic - Broadcast and Cable Network Video Inventory and Media Spend Growth Analysis: 2010- 2013
  • Graphic - Premium Publisher In-Stream Video Advertising Summary: 2010 - 2013
  • YouTube Desktop Insertion Frequency at 15.1% in 2013
    • Graphic - Virtual Pre-Roll and In-Stream Video Inventory with YouTube Views/Avails: 2006 - 2013
    • Graphic - YouTube Views and Allocated Inventory by Content Category: 2013 Full Year
    • Graphic - YouTube Mobile Video Views and In-Stream Ad Inventory by Content Channel 2013
    • Graphic - Virtual Video Advertising In-Stream Format CAGR 2003 - 2017
    • Graphic - In-Stream Video Avails and Media Spend: 2003 - 2017
    • Graphic - Virtual In-Stream Video Avails: 2003 - 2017
    • Graphic - Virtual In-Stream Video Media Spend: 2003 - 2017
    • Graphic - Virtual In-Stream and Pre-Roll Avails/Media Spend Growth Comparison
    • Graphic - Virtual Video Inventory and Media Spend Growth Comparisons: 2004 - 2017
  • The In-Stream Video Advertising Marketplace is Integrated with Ad Networks, Auctions, Exchanges, RTBs, and Serving Technology Platforms
    • Graphic - Summary Totals by Ad Clearing, Trafficking Segment: Video Spend Estimates and Analysis 2008 - 2013 with Forecasts Through 2017
    • Graphic - Video Advertising Networks/Platforms: Aggregate and Unduplicated
  • Inventory, Spend and eCPM Analysis 2008 - 2013
    • Graphic - Video Advertising Networks/Platforms: Aggregated Media Spend 2008 - 2013
    • Graphic - Video Auctions, Exchanges, RTBs, Bid Management Platforms, Data Science: Unduplicated Inventory, Media Spend and eCPM by Transaction Solution 2008 - 2013
    • Graphic - Video Ad Trafficking/Platforms/Analytics/Services: Media Spend Value 08-2013
    • Graphic - Media Spend: Virtual Streaming, Curated Stations and Track Play Music Radio 2003 - 2016
  • Graphic - In-Stream Video Ad Insertion Summary, Comparative Metrics, Analytics and Performance Benchmarks: 2010 - 2013
  • Graphic - In-Stream Virtual Video Advertising: Views, Devices, Insertion Frequencies, Inventory, Sellout, CPM, and Media Spend Analysis: 2013 (Full Year)

SECTION THREE

  • In-Banner Video 2014: A Durable Format and In-Stream Extension Forecast to Grow At Double-Digit Rates
    • Graphic - In-Banner Video Impressions and Media Spend: 2003 - 2017
    • Graphic - In-Banner Video Impressions Delivered: 2003 - 2017
    • Graphic - In-Banner Video Media Spend: 2003 - 2017
    • Graphic - In-Banner Video Impressions and Media Spend 2004 - 2017 Percent Growth Comparison
  • Paid In-Banner and In-Stream Video Impressions are Forecast at Double-Digit Growth Rates through 2017
  • Graphic - Digital In-Stream and In-Banner Paid Inventory Growth: 2003 - 2017
  • Graphic - Paid Digital Video Inventory Growth Rate Comparison: In-Stream vs. In-Banner 2003 - 2017
  • In-Banner Video Spend Made Up 46.4% of Combined In-Stream/In-Banner Digital Video Ad Spend in 2013
    • Graphic - In-Stream and In-Banner Video Media Spend Totals & Comparison 2003-2017
    • Graphic - In-Stream and In-Banner Video Media Spend Share of Market Comparison
    • Graphic - In-Stream and In-Banner Video Media Spend: Annual Share Analysis 2003-2017
    • Graphic - Digital In-Stream (Desktop and Mobile) and In-Banner Video Spend Totals
    • Graphic - In-Stream, In-Banner and Mobile Video Advertising: Media Spend Share 2003-2017
  • Graphic - Video Ad Trafficking/Platforms/Analytics/Services: Media Spend Value 2008 - 2013
  • Graphic - Video Ad Trafficking Platforms: Aggregate and Unduplicated Inventory, Spend, and eCPM Analysis 2008 - 2013

SECTION FOUR

  • Brand-Directed Virtual Video Marketing, Social Environments, Platforms and Multi-Device Media Players Forecast at 22.2% of 2014 Spend
    • Graphic - In-Stream and Digital Video Media Spend: 2003 - 2017
    • Graphic - In-Stream and Digital Video Media Spend Share by Avail Format: 2003-2017
    • Graphic - In-Stream and Digital Video Media Spend by Format: 2003 - 2017
    • Graphic - Mobile/Tablet (Non-Desktop) Video Advertising Networks and Ad Clearing Platforms: Filled, Billed Inventory and Media Spend Analytics: 2009 - 2013
    • Graphic - YouTube Mobile Video Views, In-Stream Advertising by Content Channel:2013
    • Graphic - Social Video Marketing and Advertising Networks/Platforms: Media Spend 2008 - 2013
    • Graphic - Social Video Marketing/Paid Placement Spend: 2008 - 2017
    • Graphic - Over-The-Top Video Advertising: Media Spend Analysis 2011 - 2013
    • Graphic - Video Advertising/DVR-C3 and Over-The-Top Media Spending: 2008 - 2017
    • Graphic - Media Players, Recommendation, Social Conversation Video-Related Spend Analysis 2010 - 2013
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