Pre-roll Video Inventory And Media Spend: 2003 - 2010
Pre-roll video advertising sold online against premium inventory (short and long-form
branded content) is forecast at $560 million in 2009, and increase of 31.6% over 08. The report, Pre-Roll Video Inventory and Media Spend: 2003 2010 presents a rigorous, analytics-driven appraisal of historical, current and forecast market value attached to the pre-roll avail, incorporating total views, insertion ratios, inventory, sellout rates and CPMs that lead to gross media spend. Media spend is detailed by site, brand, aggregated brand, and across content categories including television, entertainment, kids, news, sports, music and movies. A breakout between direct versus 3rd party/remnant placement is examined in depth.
TABLE OF CONTENTS:
EXECUTIVE SUMMARY 1
Pre-roll inventory grew by 12.6% in 2008; Pre-roll media spend forecast to increase by 31.6% in 2009
1
Pre-roll video advertising inventory is forecast at 23.9 billion units in 2009 2
News content accounts for 32.1% of pre-roll media spend in 2008 2
ABC (including ABCNews and ABC O & Os), Turner New Media and Hulu account for a combined 30.6% of pre-roll media spend in 2008 2
Video advertising network gross pre-roll (remnant) advertising billings at $116.4 million in 2008 2
SECTION ONE 3
Pre-roll inventory grew by 12.6% in 2008; Pre-roll media spend forecast to increase by 31.6% in 2009 3
Pre-Roll Inventory and Media Spend 4
Pre-roll ads inserted on average every 1.5 video content plays in 2008; ratio forecast to remain steady in 2009 6
Online Video Media Spend By Avail Type: 2003 - 2010 8
Direct sales teams will place 60% of pre-roll inventory in 2009 9
Pre Roll Media Spend: In-House vs Ad Network Sales 9
CPMs declined slightly across most video avail formats in 2008 10
CPMs: 2007 and 2008 Comparison 11
Pre-roll CPMs are still holding in the low $20 range for short-form content, low $30s for long-form content 12
Pre/Mid Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2008 14
Terminology Used in This Research Report 19
SECTION TWO 21
News content accounts for 32.1% of pre-roll media spend in 2008 21
Pre-Roll Gross Media Spend: 2008 21
Long-form premium television content attracts 72.1% of gross media spend in the television category 23
ITelevision Pre-Roll Gross Media Spend By Format 23
Entertainment/kids television has a lower than average pre-roll insertion ratio per content plays, and the highest level of intra-brand media placement 23
News is being monetized with pre-roll video on a one-to-one basis 26
Content Plays per Video Ad Insertion: Pre-Roll 2008 27
Premium pre-roll placed against long-form TV content topped CPM ranges in 2008 28
SECTION THREE
ABC (including ABCNews and ABC O & Os), Turner New Media and Hulu account for a combined 30.6% of pre-roll media spend in 2008 36
Pre/Mid Roll Video Advertising Media Spend Share by Aggregated Brand: 2008 37
The top twenty aggregated brands generated 94.8% of pre-roll gross media spend in 2008 40
Pre-Roll Gross Media Spend by Associated Brand: 2008 41
Q&A 45
COMCAST.NET 45
COMEDYCENTRAL.COM/ATOM.COM 50
FOX/NBC/HULU 53
HEAVY.COM 55
MSNBC.COM 61
TURNER NEW MEDIA ENTERTAINMENT 67
VEOH.COM 72
WEATHER.COM 78
SECTION FOUR 82
3rd Party video advertising network aggregated pre-roll (remnant) inventory is in demand, but its a highly charged and competitive sales environment 82
Video advertising network gross pre-roll advertising billings at $103 million in 2008 82
Video Advertising Networks Pre-Roll Gross Billings: 2007 - 2010 83
Tremor Media and BBE capture double-digit share of gross media spend in remnant pre-roll segment 86
3rd party video advertising networks place 24% of media bought against pre-roll inventory in 2008 87
Ad Network Share of Premium Pre-Roll Gross Billings: 2008 87
Hosting, insertion and CMS fees playing an increasing role in remnant pre-roll network revenue 90
Q&A 101
BRIGHTROLL 101
BBE (BROADBAND ENTERPRISES) 105
SPOTXCHANGE 110
TREMOR MEDIA 114
WORLDNOW 119
YUME NETWORKS 123
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