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Streaming Media Advertising 2003 - 2008: Spending Analysis by Avail, Brand and Content CategoryProduct Type: Market Research ReportPublished by: AccuStream iMedia Research Published: June 2007 Product Code: R678-28 Description This research report breaks down revenue components driving growth in the market for the period 2003 - 2008 by video category (including UGV) and Internet music radio. Analysis in the report details sell out percent, prices and quantifies pre roll video avails, as well as in stream video, audio gateways, audio in stream, embedded ad units, in game video impressions, CPC and more by year. There are also dozens of detailed question and answer profiles with the major syndication platforms, video application providers, sites, networks, channels, music radio broadcasters, UGV ad networks, audio and video rep firms and more.
Top line report findings and analysis:
The market size for both streaming audio and video advertising is estimated at $990.3 million in 2006, up 128% over $433 million billed in 2005 (see data graphic below)
The market is forecast to grow by 40% in 2007 to $1.38 billion
Internet radio gross ad billings are forecast to reach $66.4 million in 2007, up by 60% over 2006
Pre roll is forecast to make up 26.7% of gross video ad spend in 2007 (not including pre roll or interstitial units sold against long form content), and 28.5% in 2008
By contrast, embedded units make up an estimated 58.8% of gross billings in 2007, and forecast at 55.9% in 2008
Gross pre roll ad billings are estimated at approximately $36 - $43 million per month in 2007
There are an estimated 2.1 - 2.7 billion streams/progressive download views per month in the professional, ad supported or free content segment (this does not include UGV content)
There are further an estimated 1.4 - 1.6 billion pre roll avails per month
Of the approximately $319 million in estimated pre roll video advertising that took place in 2006, 31.9% was placed against news, 28.4% against music and 12.8% against sports content
Major online and offline broadcast brands range in pre roll revenue generation from several hundred thousand dollars per month to $5+ million per month
The $420 million pre roll annual estimate includes for 2007 $360 million from pre roll placed against short form content, and $60 million placed against long form broadcast TV shows published online
Table of Contents EXECUTIVE SUMMARY 1 Market Overview and Dynamic Demand Points 2006 and 2007 1 Streaming Audio and Video Gross Ad Billings: 2003-2008 2 Streaming Video Gross Ad Billings: 2003-2008 3 Internet Radio Gross Ad Billings: 2003-2008 3 Pre Roll Video Inventory Analysis: by Site, Network, Syndicator, Aggregator and Brand 2007 4 SECTION ONE 5 Introduction to Streaming Media Advertising: Market Performance 2003 - 2008 5 Stream-Based Media Buying on the Ascent, with Placement and Sales Initiatives Relying on Broadcast Media Antecedents 5 Cross Platform Media Buys Generate Interest and Ad Coin 6 CDNs and Hosting Networks are also Ad Sales and Serving Networks 6 Market Overview and Dynamic Demand Points 2006 and 2007 7 Flash is Becoming A Preferred Format for Advertising 7 Expanded Ad Verticals are Now Buying Regularly 7 Slow Roll in 2001 - 2003, Followed by A Steady 5-Year Upward Demand Climb from 2004 - 2008 8 Internet Music Radio: Advertiser Support is Growing for Major Brands, But it's Still an Under Exploited Market 8 Video Market Dynamics: in 2006 and 2007 Awareness is Stimulating Demand, Increasing in Inventory While Aligning Agency Creative and Audience 9 Video Streams Served: 1998 - 2010 10 Total Video Streams Served Per Unique User: By Site And Month 2001-2006 11 Broadband Video Consumption Patterns: Streams To Unique User Comparison:2001 - 2006 12 Streaming/Progressive Download Ad Definitions 2003 - 2007 14 Terminology Used in This Report 14 The Online Formula 17 Internet Music Radio and Audio Advertising Overview 18 Radio Online is Similar to Radio Offline, with Customization and Personalization Features That Expands Listener Choice and Advertising Options 18 Insertion Frequency From 25% - 50% That Of Over-The-Air Broadcasters 18 Streaming/Progressive Download Video Advertising Overview 20 Video is Attracting Buyers Across Multiple Content Segments, Including Professional and UGV Content Categories 20 Streaming Media Advertising: Execution is More Consistent on Major Branded Sites 21 SECTION TWO 22 Video and Audio Market Analysis: 2003 - 2008 22 Streaming Audio and Video Gross Ad Billings: 2003-2008 22 Streaming Video Gross Ad Billings: 2003-2008 23 Internet Radio Gross Ad Billings: 2003-2008 23 Streaming Audio And Video Gross Ad Billings: 2003 - 2008 24 Avails and Revenue Analysis 25 Internet Radio 25 Internet Music Radio 26 Internet Music Radio Inventory Sell Out Rates: Total Available Market 30 Comparative Market Analysis: Hybrid Terrestrial and Online Ad Sales Comparison 30 Hybrid Terrestrial/Internet Radio Advertising Market Value: 2004-2007 31 Market Maturity Pro Forma: Terrestrial and Online Radio Reach Metrics and Real Versus Implied Comparables of Online Ad Sales Value 32 Market Maturity Comparative Analysis: Pro Forma 34 Internet Music Radio Market Statistics, Metrics and Usage Trends 35 Total Tuning Hour Comparison: 2004 - 2006 35 Internet Music Radio 2006: ATH Yearly Ranking and Total Hours Delivered 36 Internet Music Radio Listening Hours by Month: The Top Ten Sites and Networks January 2002-December 2006 46 Streaming Video 46 Streaming Video Gross Ad Billings: 2003-2008 47 Year-Over-Year Online Video Gross Ad Billings: 2004 - 2008 48 Pre Roll and Embedded Market Value Comparison-In $ Mil 49 Pre Roll And Embedded Gross Ad Billings: 2005 - 2008 49 Video Avail Format Share 49 Video Avail Format Share: 2007 - 2008 50 Streaming/Progressive Download Video 2004-2008 50 CPMs by Avail Type: 2007 55 CPM Comparison: 2007 56 CPM Ranges by Site and Network: 2006 57 Streaming/Progressive Download Video Inventory and CPMs 57 SECTION THREE 63 Broadband Pre Roll Market Size: 2001 - 2007 63 Pre Roll Video Inventory Analysis: by Site, Network, Syndicator, Aggregator and Brand 2007 63 Pre Roll Inventory Analysis: January - April 2007 64 Total Free or Ad Supported Streams: January - April 2007 64 Total Free and Ad Supported Video Streams: Jan - Apr 2006 65 Steady Growth in Pre Roll Inventory; Triple-Digit Increase in '07 65 1st Q. Pre Roll Video Stream Inventory: 2001 - 2007 65 Ad Supported Streams with Pre Roll Inventory 65 Average 1st Quarter Video Streams with Pre Roll Ad Inventory: 2001 - 2007 66 Ad Supported Video Streams: January - April 2007 67 Pre Roll Inventory Analysis 2007: by Aggregated Brand 88 Pre Roll Gross Ad Billings Summary: 2007 Annual Estimates 89 Total Streams and Inventory by Brand 91 SECTION FOUR 114 Q & A Discussions 114 Site, Brand, Syndication, Content Segment and Video Application Positioning 114 Adapt.TV 114 Streaming Ad Serving Networks 117 UGV Segment 117 Blue Lithium Network 117 Videoegg 123 Streaming Syndication and Advertising Platforms 129 Professional Content 129 Brightcove 129 Maven Networks 132 Roo Media Networks 137 The Platform 143 Whiteblox 148 Embedded Video Advertising Solutions Providers 153 Doubleclick/Klipmart 153 Eyeblaster 158 Eyewonder 165 Pointroll 171 Streaming Advertising Rep Firms 178 Remnant Avails 178 Advertising.com Video Network 178 Tremor Media 182 Internet Music Radio 188 Bid4spots 188 Liquid Compass 191 Net Radio Sales 195 Broadband Video 198 Broadband Enterprises 198 Hybrid Bandwidth, Hosting and Ad Serving Providers 202 Feedroom 202 Origin Digital 208 Internet Music Radio Sites and Networks 213 Clear Channel Online 213 .977.com/977music 217 Live365.com 221 Pandora 223 Radioio 227 Broadband Video Sites and Networks 231 Professional Content 231 Associated Press Video Network 231 CBS Digital 233 ESPN.com 236 Liketelevision.com 240 Nascar.com 242 National Geographic.com 245 NBC Universal 249 Real Networks 253 TVguide Online 260 World Wrestling Entertainment 264 UGV Sites and Networks 268 Heavy.com 268 Stupidvideos.com 270 In Game Video Solution Providers 275 IGA Worldwide 275 SECTION FIVE 278 Broadband Video Has Matured Into A Viable and Distinct Content Platform , with Flexible Yet Powerful Service and Solution Channels 278 Broadband and Narrowband Video Market Share: Analysis of Streams Served by Bit Rate 2000 Through 2010 278 Broadband Video Content Category and Gross Ad Billings Analysis: 2006 279 Streaming Video Gross Ad Billings: Percent Share by Content Category 2006 279 Broadband Video Content Category and Gross Ad Billings Analysis: 2007 281 Streaming Video Gross Ad Billings: Percent Share by Content Category 2007 282 Broadband Video Content Category and Gross Ad Billings Analysis: 2008 283 Broadband Video Content Category and Gross Ad Billings Analysis: 2007 284 Video Streams Served by Content Category 285 |
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