subject: Pre-roll Video 2010 - 2012: Inventory Growth And Media Spend Analysis [print this page] This research report presents a rigorous, analytics based appraisal of pre-roll inventory growth, video views, insertion frequencies, sellout rates, CPMs and total market value. Extensive AccuStream data indicate pre roll inventory grew by 74% last year, while ad spend improved by 42%, the first year in a three-year cycle (currently expected to stretch into 2011) where excess supply exerts downward pressure on CPMs. Inventory and media spend is analyzed by content category (entertainment, news, sports, music, television, movies and hosted/upload networks such as YouTube, MySpace and Metacafe), site and aggregated brand, as well as paid placements made through video advertising networks. The supply of pre roll inventory has outpaced demand due to aggressive publishing activity and exploitation strategies. Insertion frequency increased from 1.5 content plays per unit in 08 to 1.4 across all inventory in 09, and trending higher. Moreover, pre roll inventory is widely available and sold on hosted/upload networks (particularly inside premium partner channels), along with expanding video publishing initiatives undertaken by major offline brands on destination sites designed in part to synchronize CPMs with broadcast counterparts. Combined with an array of online syndication partners such as Yahoo, offsite exploitation of branded content (i.e. Hulu, Fancast, TV.com), print properties adopting the ad unit, and more inventory allotted on highly trafficked kids sites, including Viacom and Disney properties are all forecast to boost market growth, but at a lower cost per unit. The online pre roll market is projected to adjust toward supply/demand equilibrium in 2012. Pre roll spend is forecast to increase 18% in 2011, and 21% in 2012. Advertising networks (including Adap.tv, BBE, Brightroll, Scanscout, Tremor Media and YuMe) accounted for 34% of pre roll media spend in 2009, a figure anticipated to reach 36% in 2010 and peak at 38% in 2011.
TABLE OF CONTENTS:
EXECUTIVE SUMMARY 1
Online Pre Roll Video Advertising Macro Market Dynamics: Inventory Growth Outpacing Media Spend 1
Pre-Roll Video Inventory: 2003 - 2012 2
Television Content (Short and Long-Form) Accounted for 36.6% of Pre-Roll Media Spend in 2009. 2
Large Cross-Platform Television and Internet Brands Capture Pre Roll Media Spend Share 3
UGV and Pro Video Growth Rate Comparison 2006 - 2009 4
Pre Roll Video Advertising Networks to Benefit from Excess Inventory through 2011 4
SECTION ONE 5
Online Pre Roll Video Advertising Macro Market Dynamics: Inventory Growth Outpacing Media Spend 5
Pre-Roll Inventory Grew by 74.3% in 2009 (Including Inventory Made Available
Through Hulu, Kids Sites and Inside Premium Content Areas of YouTube) 6
Pre-Roll Media Spend Increased by 42.2% in 2009; 25% Rise Forecast for 2010 6
Pre-Roll Inventory and Media Spend: 2003 2012 7
Pre-Roll Video Advertising Inventory is Forecast at 42.5 Billion Units in 2010, including and YouTube 8
Pre Roll Inventory Insertion Ratios 11
Pre Roll Media Spend: In-House vs Ad Network Sales 12
CPMs Declined Across Most Video Avail Formats in 2009 13
CPMs: 2007, 2008 and 2009 Comparison 14
Pre/Mid/Post Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2009 15
Pre/Mid Roll Video Advertising Inventory, Sales, CPM and Revenue Worksheet: 2008 21
Glossary of Terminology Used in This Research Report 25
SECTION TWO 28
Pre Roll Media Spend by Content Category 28
Television Content (Short and Long-Form) Accounted for 36.6% of Pre-Roll Media Spend in 2009 28
Pre Roll Gross Media Spend by Content Category: 2009 29
Pre-Roll Gross Media Spend: 2009 Vs. 2008 31
Pre-Roll Gross Media Spend: 2008 31
Pre Roll Media Spend Annual Share Comparison by Category: 2008 Vs. 2009 32
Long/Short-Form Premium Television Content (Including Cable TV Episodic Programming and Hulu) Allotted 9.2 Billion Pre Roll Units in 2009 33
Pre-Roll Media Spend by Content Category: 2009 34
Pre-Roll Video Avails by Category: 2009 Vs. 2008 35
Pre Roll Video Insertion Frequency Comparison: 2008 Vs. 2009 36
CPMs: 2007, 2008 and 2009 Comparison 39
Pre/Mid/Post Roll Video Advertising Inventory, Sales and CPMs by Content
Category: 2009 41
SECTION THREE 50
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