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市場調查報告書

數位影片·行動廣告技術的全球市場的成長率 (2016∼2018年):M&A後的業界重組預測,已上市/獨立型/合資企業/被收購供應商的業績預測

Digital Video and Mobile AdTech Growth 2016 - 2018 Post M & A Consolidation: Forecasts for Publicly Traded, Independent/VC-backed and Acquired Vendors

出版商 Accustream Research 商品編碼 348322
出版日期 內容資訊 英文 48 Pages
商品交期: 最快1-2個工作天內
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數位影片·行動廣告技術的全球市場的成長率 (2016∼2018年):M&A後的業界重組預測,已上市/獨立型/合資企業/被收購供應商的業績預測 Digital Video and Mobile AdTech Growth 2016 - 2018 Post M & A Consolidation: Forecasts for Publicly Traded, Independent/VC-backed and Acquired Vendors
出版日期: 2016年01月07日 內容資訊: 英文 48 Pages
簡介

就擁有型態別來看數位影片·行動廣告技術的各供應商趨勢,以已上市供應商用IPO (股票上場)所得利益為準,研究開發 (R&D) 活動正在持續性大規模發展中。此外,桌上型/跨平台型廠商市場佔有率,在不含Facebook的情況是56.5%,但如果包含Facebook則上升到64%。

本報告提供全球數位影片及行動廣告技術的市場上,各種供應商的收益額趨勢預測,及擁有形態別 (已上市/獨立型/合資企業/被收購) 的趨勢差異,企業合併·收購 (M&A) 的動向與之後各公司的動靜等相關之調查與考察。

第1章

  • 數位影片·行動廣告技術供應商 (被收購/獨立型/合資企業/上市):平台收益額 (今後3年份)
    • 企業取得·收購後的重組:達到總額260億美元的規模,繁榮期的供應商市場 (Facebook以外)
  • 桌上型/跨平台/行動廣告技術平台的成長率: (Facebook以外)
  • 桌上型/跨平台/行動廣告技術平台的成長率: (含Facebook)
  • 已上市的數位影片·行動廣告技術供應商:市場收益額·佔有率的預測 (今後3年份)
  • 行動/桌上型/跨平台影片廣告技術的整體收益額:擁有形態別 (過去10年份)
  • 數位影片·行動廣告技術供應商 (上市/獨立型/合資企業/被收購):平台收益額 (過去10年份):擁有形態別
  • Facebook的觀眾用平台:代表數位廣告技術的生態系統的收益來源
  • 數位影片·行動廣告技術供應商 (已上市) 的收益額·佔有率 (過去10年份)
  • 數位影片·跨平台·行動廣告技術供應商 (獨立型/合資企業) 的收益額·佔有率 (過去10年份)
  • 數位影片·跨平台·行動廣告技術供應商 (被收購/M&A後) 的收益額·佔有率 (過去10年份)
  • 影片·行動廣告技術供應商的企業合併·收購 (M&A) 總額:反映需要出版商的金額
  • 企業收購方面市場佔有率及購買技術
  • 在數位影片·行動廣告技術產業的企業合併·收購 (M&A) 交易額:2005∼2015年累計達到173億美元
  • 數位影片·行動廣告技術供應商·平台的企業合併·收購 (M&A):交易金額與評估額 (過去10年份)
  • 數位影片·行動廣告技術平台的企業合併·收購 (M&A):交易金額與評估額比較 (過去10年份)

第2章

  • 「實價現金付款」的優點:已上市的數位影片·行動廣告技術供應商預測到2018年前將以35%的年複合成長率(CAGR) 成長
  • 數位影片廣告技術的資產擁有情形·成長率·收益額·市場佔有率 (總計12年份)
  • 數位影片廣告技術供應商擁有情形和核心的解決方案簡介
  • 數位影片廣告技術的生態系統:市場定位·擁有形態分析 (今後4年份)
  • 數位影片廣告技術的生態系統的明細:被收購解決方案·供應商的成長率分析 (今後4年份)
  • 數位影片廣告技術的生態系統的明細:獨立型供應商的市場定位·成長率分析 (今後4年份)
  • 數位影片廣告技術的生態系統的明細:已上市供應商的成長率 (今後4年份)

第3章

  • 已上市行動廣告技術解決方案·供應商:推動今後市場成長的角色
    • 包含Facebook (最大公司平台) /不包含的市場基本面
  • 行動廣告技術市場預測:2016年 (僅算平台淨利)114億美元
  • 行動廣告技術市場上的地位:擁有形態·市場成熟度別成長率比較 (總計10年份)
  • 擁有形態別的市場佔有率 (總計10年份)
  • 行動廣告技術解決方案的全形態:跨平台,廣告提供,資料分析,網路平台,民間/公共導向自動·直接存貨(清單)管理
  • 行動廣告技術市場上的地位與擁有形態
  • 行動廣告技術市場上的地位:被收購供應商的成長率預測 (總計10年份)
  • 行動廣告技術市場上的地位:獨立型/合資企業供應商的成長率預測 (總計10年份)
  • 行動廣告技術市場上的地位:已上市供應商的成長率預測 (總計10年份)
目錄

Despite some investor confusion about what valuation principles perfectly apply when benchmarking business model performance surrounding mobile/digital video ad tech companies (whether they are tech companies, media organizations, both or neither), publicly traded and privately-held vendors are forecast to steadily increase their share of the business through 2018.

With a ready supply of IPO-related cash still on hand, publicly traded vendors are ramping up international operations, further refining or innovating R & D inside their already enterprise grade tech platforms, and adjusting their customer billing pitches to appeal to a broad spectrum of publishers running operations on very tight budgets.

Excluding Facebook, desktop/cross-platform vendors are expected to capture 56.5% of the marketplace in 2016. Including the Facebook, mobile/cross-channel adtech will account for 64% of the global digital video/mobile and cross-channel adtech market.

This revenue growth analysis, Digital Video and Mobile AdTech Growth 2016 - 2018 Post M & A Consolidation: Forecasts for Publicly Traded, Independent/VC-backed and Acquired Vendors, is based on extensive primary research and financial modeling developed by AccuStream Research that frames a $26 billion global marketplace in 2016 (excluding Facebook). A $41 billion global marketplace is indicated when including Facebook audience platform.

A 2014 - 2018 CAGR analysis of publicly traded vendors indicates a 35% revenue expansion is expected to capture 20% of total net revenue in 2016.

Publicly traded digital video and mobile adtech companies are forecast to generate $8.9 billion in run-rate revenue (minus any media related costs), with 67% weighted toward mobile vendors operating globally (excluding Facebook).

When analysis includes Facebook, mobile is poised to capture 87.5% of the $24.1 billion in total revenue generated by publicly traded digital video and mobile adtech platforms and vendors.

The majority of Facebook revenue is generated on the mobile platform (78% in 2015), with approximately 88.5% of daily active users on that platform

Supported by ample supply of venture capital, independent vendors are estimated to grow revenues by 33.2% through 2018 (calculated from 2014) and book 22% of total net revenue in 2016.

Independent vendors (mobile and desktop) are forecast to expand revenue by 32% in 2016, 28.6% in 2018, and frame a market segment worth $11.7 billion, or the equivalent of $22+ billion in potential M & A based on deals finalized for ad technology from the period 2006 through 2015, with take-out multiples analyzed as an integral component to this research package.

Through 2015, a total of $17 billion has been paid out for video, mobile, cross-channel and display-centric adtech solutions.

Across all M & A transactions, multiples have averaged 2.47x topline revenue, and 13.93x gross profit (i.e. revenue minus media-related costs associated with ad spend).

The desktop/cross-channel segment has averaged 2.62x revenue, while mobile/cross-channel adtech deals have averaged 2.0x revenue.

The publicly traded group of platforms, companies and vendors is on course to deliver 41.4% growth in topline (net) revenue in 2016 (excluding Facebook), however, topline revenue multiples averaged a much more modest .6x run-rate revenue in 2015, when factoring net cash out of market capitalization.

Acquired video and mobile adtech solutions vendors are currently estimated at 29.6% comparable growth and forecast to collect 58% of total net revenue in 2016. Those adtech assets are expected to capture 39% of the market in 2016, 35% by 2018 (excluding Facebook).

Facebook generates revenue in relative parity across international markets, and in the U.S., and is the most powerful digital audience platform operating today. The company has enhanced its core technology capabilities and monetization options through targeted acquisition, including the video adtech vendor LiveRail.

Initial rounds of consolidation (i.e. acquisition, mergers and company closings), plus earlier entrants tapping into public equity markets for expansion capital still leaves independent/VC-backed firms owning approximately 27% - 30% of the market.

Independent/VC-backed adtech vendors are growing their revenue base and remain attractive acquisition targets, estimated to book 26.7% of the market in 2016, 27.6% by 2018.

We expect additional rounds of consolidation to take place, as well as new money and entrants coming into the market.

Table of Contents

SECTION ONE

  • ACQUIRED, INDEPENDENT/VC-BACKED AND PUBLICLY TRADED DIGITAL VIDEO AND MOBILE ADTECH VENDORS 2016 - 2018: PLATFORM REVENUE ANALYSIS
    • Post Take-Out/ M & A Consolidation: A flourishing $26 billion global vendor marketplace in 2016 (excluding Facebook)
  • COMBINED DESKTOP, CROSS-CHANNEL AND MOBILE VIDEO ADTECH PLATFORM GROWTH (w/o FACEBOOK)
  • COMBINED DESKTOP, CROSS-CHANNEL AND MOBILE VIDEO ADTECH PLATFORM GROWTH (w/ FACEBOOK)
  • PUBLICLY TRADED DIGITAL VIDEO AND MOBILE ADTECH VENDORS FORECAST TO BUILD REVENUE BASE AND SHARE OF TOTAL MARKET THROUGH 2018
  • COMBINED MOBILE/DESKTOP/CROSS-CHANNEL VIDEO ADTECH REVENUE BY OWNERSHIP PROFILE: 2009 - 2018
  • PUBLICLY TRADED, INDEPENDENT/VC-BACKED AND ACQUIRED DIGITAL VIDEO/MOBILE ADTECH 2009 - 2018: REVENUE BY OWNERSHIP PROFILE
  • FACEBOOK'S AUDIENCE PLATFORM IS A REVENUE LEADER ACROSS THE DIGITAL ADTECH ECOSYSTEM
  • PUBLICLY TRADED DIGITAL VIDEO AND MOBILE ADTECH REVENUE PROJECTIONS AND MARKET SHARE: 2009 - 2018
  • INDEPENDENT/VC-BACKED DIGITAL VIDEO, CROSS-CHANNEL AND MOBILE ADTECH REVENUE PROJECTIONS AND MARKET SHARE: 2009 - 2018
  • ACQUIRED/POST M & A DIGITAL VIDEO, CROSS-CHANNEL AND MOBILE ADTECH REVENUE PROJECTIONS AND MARKET SHARE: 2009 - 2018
  • ROBUST VIDEO AND MOBILE ADTECH M & A EXIT VALUATIONS REFLECT THE MONETIZATION REQUISITES OF PUBLISHERS
  • ACQUISITORS ARE BUYING MARKET SHARE AND TECHNOLOGY
  • THE PERIOD 2005 - 2015 PRODUCED $17.3 BILLION IN M & A DIGITAL VIDEO AND MOBILE ADTECH DEALS
  • DIGITAL VIDEO AND MOBILE ADTECH VENDOR AND PLATFORM M & A, TRANSACTION VALUE WITH TAKEOUT MULTIPLES: 2006 - 2015
  • DIGITAL VIDEO AND MOBILE ADTECH PLATFORM M & A, TRASACTION VALUE AND COMPARABLE TAKEOUT MULTIPLES: 2006 - 2015

SECTION TWO

  • NET CASH ADVANTAGE: PUBLICLY TRADED DIGITAL VIDEO ADTECH VENDORS FORECAST TO DELIVER 35% CAGR THROUGH 2018
  • DIGITAL VIDEO ADTECH ASSET OWNERSHIP, GROWTH RATES, REVENUE AND MARKET SHARE: 2007 - 2018
  • DIGITAL VIDEO ADTECH VENDOR OWNERSHIP AND CORE SOLUTION PROFILES 2016
  • THE DIGITAL VIDEO ADTECH ECOSYSTEM: MARKET POSITION AND OWNERSHIP ANALYSIS 2015 - 2018
  • THE DIGITAL VIDEO ADTECH ECOSYSTEM ALIGNMENT: ACQUIRED SOLUTIONS AND VENDOR GROWTH ANALYSIS 2015 - 2018
  • THE DIGITAL VIDEO ADTECH ECOSYSTEM ALIGNMENT: MARKET POSITION AND INDEPENDENT VENDOR GROWTH ANALYSIS 2015 - 2018
  • THE DIGITAL VIDEO ADTECH ECOSYSTEM ALIGNMENT: PUBLICLY TRADED VENDOR GROWTH ANALYSIS 2015 - 2018

SECTION THREE

  • PUBLICLY TRADED MOBILE ADTECH SOLUTIONS VENDORS LEAD THE MARKET'S GROWTH THROUGH 2018
    • The market's fundamentals are strong when including and excluding the leading audience platform, Facebook
  • MOBILE ADTECH MARKETPLACES ARE FORECAST AT $11.4 BILLION IN NET PLATFORM REVENUE IN 2016
  • MOBILE ADTECH MARKET POSITIONS: COMPARABLE GROWTH FORECASTS BY OWNERSHIP AND MARKET MATURITY PROFILE 2009 - 2018
  • MARKET SHARE BY OWNERSHIP PROFILE: MOBILE ADTECH 2009 - 2018
  • MOBILE ADTECH SOLUTIONS SUPPORT ALL FORMATS, CROSS-CHANNELS, AD SERVING, DATA ANALYTICS, NETWORK PLATFORMS, PRIVATE AND PUBLIC PROGRAMMATIC AND DIRECT INVENTORY MANAGEMENT
  • MOBILE ADTECH MARKET POSITIONS AND OWNERSHIP PROFILES 2016
  • MOBILE ADTECH MARKET POSITIONS: GROWTH FORECASTS OF ACQUIRED VENDORS 2009 - 2018
  • MOBILE ADTECH MARKET POSITIONS: GROWTH FORECASTS OF INDEPENDENT/VC-BACKED VENDORS 2009 - 2018
  • MOBILE ADTECH MARKET POSITIONS: GROWTH FORECASTS OF PUBLICLY TRADED VENDORS 2009 - 2018
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