Online Video Advertising And Media Spend: 2010 2012
Strengthened by transaction transparency, ad networks
, marketplace auctions, expanding premium inventories, innovative formats, lower CPMs, unambiguous campaign performance benchmarking, ROI and accountability metrics, combined with broadcast buying scale, online video advertising and related media spend is forecast at $2.7 billion in 2010. Online Video Advertising and Media Spend: 2010 - 2012 shows in-banner video spend surpassed pre roll in dollar value in 2005, and the versatile format is expected to continue to lead the market through 2012, though at a declining rate. The pre roll availwhich heretofore has primarily been sold against premium content--is gaining more publisher adherents online. Pre roll video is now regularly bought against partner channel content nested inside hosted network sites such as YouTube, and for the first time on highly-produced adult sites in 2010, buying patterns expected to continue and accelerate going forward. In-banner video media spend is forecast to make up 53.7% of the markets total dollar value in 2010, while pre roll captures a 27.5% share of the gross. However, the reports extensive data indicate media spending trends are evolving, and viral campaigns, search, auctions (pre roll), overlay executions and performance based buys (CPE/CPC) are growing. Mobile video spend is expected to make up .1% of the market in 2010, increasing to .5% in 2012. The reports four sections are divided and analyzed by inventory type. Each section details total inventory, insertion frequencies or impressions served, market and site CPMs plus media spend, and contains in-depth Q & As with the industrys leading executives helming companies at the forefront of this dynamic market. Q & As provide a contextual backdrop for the data and analytics contained in this research report. The report also examines current, forecast and historical market CPMs for all inventory formats attending monetization of online video.TABLE OF CONTENTS:
EXECUTIVE SUMMARY 1
Online Video Media Spend (When Including All Video-Related Executions including Overlays, Podcasting and Mobile) is Estimated to Be A $2.7 Billion Market in 2010 1
Online Video Gross Media Spend: 2003 2012 1
In-Banner and Pre Roll Video Gross Media Spend Comparison: 2003-2012 2
Pre-Roll Inventory Grew by 74.3% in 2009 (Including Inventory Made Available through Hulu, Kids Sites and Inside Premium Content Areas of YouTube) 3
In-Banner Video Impressions: 2003 2012 3
Pre-Roll Video Advertising Inventory is Forecast at 42.5 Billion Units in 2010, including and YouTube, Excluding Adult 4
Pre-Roll Video Inventory: 2003 2012 4
SECTION ONE 5
Introduction and Overview: Inventory Growth, Transparency and ROI 5
Macro-Market Dynamics 5
Online Video Media Spend (When Including All Video-Related Executions including Overlays, Podcasting and Mobile) is Estimated to Be A $2.7 Billion Market in 2010 5
Online Video Gross Media Spend: 2003 - 2012 6
In-Banner and Pre Roll Video Media Spend Totals and Comparison 9
In-Banner and Pre Roll Video Inventory Growth: 2003 - 2012 13
Online Video Advertising Media Spend Growth by Format Execution: 2003 - 2012 14
Online Video Advertising Spend Share Analysis: 2008 - 2012 15
Online Video Advertising Media Spend: 2008 by Format 17
Online Video Advertising Media Spend: 2009 by Format 17
Online Video Advertising Media Spend: 2012 by Format 19
CPMs Declined Across Most Video Avail Formats in 2009 19
CPMs: 2007, 2008 and 2009 Comparison 20
Glossary of Terminology Used in This Research Report 21
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