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

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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.

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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.

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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.

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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.

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Table of Content

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