Digital Pre-Roll and In-Stream Video Avails: 2013 – 2016

Published: June 2013
No. of Pages:
  

Digital pre-roll and in-stream video inventory is expanding at a 20.3% rate in 2013, while corresponding media spend is expected to increase 37.8% over the calendar year, as presented in an avails analytics report by AccuStream Research.

The report, Digital Pre-Roll and In-Stream Video Avails: 2013 – 2016, attributes increased video spend to higher sellout rates sector-wide–even as insertion frequencies rise–to marketers who are buying scale, including campaigns against YouTube’s expansive library and inside social networking environments strengthened by greater inventory transparency.

Video spend outpacing avail growth is fueled by predictive campaign analytics, deployment of performance-based inventory (i.e. YouTube’s TrueView enabled online and mobile inventory), syndication platforms such as NDN, sophisticated audience targeting capabilities utilizing integrated viewer behavioral data and better visibility into aggregated mid/long-tail inventory effected through supply side clearing mechanisms.

Media spend against digital pre-roll is presently forecast to bring a market worth $3 billion in 2013, including the mobile platform. Video ad networks are figured to contribute an additional 18.8% of top of spend booked through in-house sales initiatives.

This sector research report contains an extensive database of sites, brands, networks and services monetizing against pre-roll and in-stream formats, total views, CPMs, sellout rates, mobile views and sales, total allocated inventory and combined pre-roll/in-stream video media spend from 2003 and projected through 2016.

Emerging platforms (mobile, social/viral and VOD) are pegged to capture 14.3% of total video spend associated with in-stream formats in 2013, increasing to 28.6% by 2016.

The in-stream marketplace exhibited a CAGR of 50.3% (2003 – 2012), and currently on course to produce a 2003 – 2016 CAGR of 42.3%. Mobile views accounted for 18.4% of the total, and generated 10.1% of video spend in 2012.

Premium content and associated ad pods are more closely synchronizing with their linear broadcast counterparts (both in impression length and volume), with impression-to-view ratios now standing at 1-to-1, compared to 1-to-1.5 in 2011.

This digital video analytics report includes historical data 1998 – 2012, with forecasts through 2015. The pro video channel produced a 14-year CAGR of 52.5%, UGC a 7-year CAGR of 99.4%. Pro video over the same 7-year timeframe exhibited a CAGR of 28.6%. Pro news views jumped 75%, movies/film 41% and sports 55% in 2012.

AccuStream Research produces due diligence grade reports covering digital video views, audio listening and monetization, subscription media storefronts, video processing, workflow and ecosystem technologies, in-stream and digital video advertising, video advertising networks, mobile advertising networks, CDN, integrated video platforms, alongside custom client research.

Digital Pre-Roll and In-Stream Video Avails: 2013 – 2016

Table of Contents

Executive Summary 1
Digital Pre-Roll and In-Stream Video Inventory and Media Spend Analysis: 2013 - 2016 1
Inventory Expansion Pulls in Digital Marketing Dollars: Pre-Roll and In-Stream Video Spend Rose by 75.8% in 2012 1
Video Ad Insertion by the Numbers: Frequency Increased Considerably in 2012 4
Digital Pre-Roll / In-Stream Inventory Insertion Ratios 4
Video Ad Networks Projected to Contribute $708 Million in 2013 Pre-Roll Media Spend 4
Pre-Roll and In-Stream Mobile Video Media Spend Forecast at $589 Million in 2013 6
Emerging Platforms: VOD, Mobile and Social/Viral 8
In-Stream and Digital Video Media Spend Share by Platform and Format: 2003 - 2016 9

Mobile Video Advertising Terms And Definitions 10

PC/Digital Video Advertising Terminology And Definitions 12

Section One 17
Digital Pre-Roll and In-Stream Video Inventory and Media Spend Analysis: 2013-2016 17
Pre-Roll and In-Stream Video Spend Rose by 75.8% in 2012 17
Digital Pre-Roll and In-Stream Inventory / Media Spend: 2003 - 2016 19
Digital Pre-Roll and In-Stream Video Advertising Posts a Ten-Year CAGR of 50.3% 21
Digital Pre-Roll and In-Stream Video Inventory / Media Spend: 2003 - 2016 23
Pre-Roll and In-Stream Inventory and Media Spend Characterized by Double-Digit Growth Over the Period 2003 - 2012 24
Digital Pre-Roll and In-Stream Inventory: Video Views Power Double-Digit Media Spend Growth 2003 - 2012 25
Digital Pre-Roll Inventory and Media Spend Growth Comparison 29
In-Stream CPM and Video Inventory Pricing Shifts: 2007 - 2012 31
Inventory Pricing Models/CPMs by Format Execution: 2007- 2012 Summary Average Annual Comparison 31
Video Ad Insertion by the Numbers: Frequency Increased Considerably in 2012 32
Digital Pre-Roll / In-Stream Inventory Insertion Ratios 32
Video Ad Insertion Frequency Analysis Including YouTube Inventory: 2012 34
Digital Pre-Roll and In-Stream Inventory Insertion Ratios 34
The Evolution and Maturation of YouTube In-Stream Advertising: 2009 - 2013 36
YouTube's Tech, Gaming, Beauty & Fashion Partner Channels Have Higher In-Stream Insertion Frequencies, Lower Allocation of Skippable Inventory 37
YouTube Video Advertising Inventory Analysis 2012 38
YouTube In-Stream Media Spend at $292 Million in 2012 39
YouTube Video Advertising Inventory Analysis 2012 40
In-Stream Inventory, Insertion Ratios, Formats, CPMs, Sell-Out Rates, Media Spend and Spot Length 2012: Site, Network, Brand, Platform and Aggregator Analysis 42
Pre-Roll and In-Stream Video Views and Advertising Inventory: Sellout, CPM and Media Spend Analytics: 2012 (Full-Year) 43
Pre-Roll and In-Stream Video Inventory, Sales, CPM and Media Spend Analysis: Full Year 2011 by Site 48
Overlay Impressions Double in 2012 52
Video Overlay Impressions and Media Spend: 2008 - 2016 52
Emerging Platforms: VOD, Mobile and Social/Viral 55
In-Stream and Digital Video Media Spend Share by Platform and Format: 2003 - 2016 56

Section Two 57
Video Ad Networks Expected to Process and Clear 18.8% of Pre-Roll and In-Stream Media Spend in 2013 57
Video Advertising Networks Cleared 19.7% of Pre-Roll and In-Stream Media Spend in 2012 57
Pre/Mid/Post-Roll Media Sales: In-House vs. Ad Networks 58
Video Ad Networks Projected to Contribute $708 Million in 2013 Pre-Roll Media Spend 58
Video Ad Networks Representing and Clearing Pre-Roll and In-Stream Inventory Projected to Contribute $1.2 Billion in Media Spend by 2016 62
Digital Pre-Roll and In-Stream Video Inventory / Media Spend: 2003 - 2016 63
Video Ad Networks Bill $544 Million Against Available In-Stream Inventory in 2012 66
Video Advertising Networks: Media Spend Analysis 2008 - 2012 66
Video Advertising Networks: Inventory and ECPM Analysis 2008 - 2012 67

Section Three 69
Pre-Roll and In-Stream Mobile Video Media Spend Forecast at $589 Million in 2013 69
Digital Pre-Roll / In-Stream Video Media Spend Totals by Platform: 2003 - 2016 72
Mobile Ad Networks Are Positioned as Pre-Roll and In-Stream Specialists 74
Mobile Video Advertising Networks and Ad Clearing Platforms: Filled and Billed Inventory: 2009 - 2012 75
Mobile Video Advertising Networks and Ad Clearing Platforms: Fill Rates and Pricing 2011 - 2012 76
Mobile Video Media Spend Forecast to Produce $1.68 Billion in 2016 Media Spend 77
Mobile Video Inventory, ECPMs and Media Spend: 2009 - 2016 78
High Production Value In-Stream Video Advertising Well Integrated Into the YouTube App 79
YouTube Mobile Inventory and Media Spend by Content Channel: 2012 80

Published By: AccuStream Research
Product Code: AccuStream Research30


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