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.
Key Chapters of The Report
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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