Summary
Tucson, Az. Online video advertising networks are forecast to make $493 million in participation revenue, hosting and insertion fees against gross CPM billings of $2.2 billion in 2009, according to this published report.
The report, Online Video Advertising Networks 2007-2010: Emerging and Surging, details video inventory and gross media spend for both up-and-coming and established avail executions, including in-banner video, remnant/3rd party pre-roll sales, video overlays, video search and podcasting.
Each video advertising network vertical is analyzed by total inventory (exclusive, non-exclusive, monthly and annually), business models, sell-out percentages, CPMs for each avail format, media spend and total revenues by network.
In-banner video networks led by Eyewonder, Pointroll, Eyeblaster and Google's DoubleClick are inventory, media spend and revenue generating juggernauts of the video advertising group, combining for over $1.5 billion in 2008 gross billings (video units only), forecast at $1.8 billion in '09.
3rd party video networks representing premium pre-roll inventory aligned with major branded content include BBE, Brightroll, Tremor Media, YuMe Networks, Internet Broadcasting and Worldnow are forecast to contribute another $223 million to gross media spend during 2009, over 39% of all pre-roll media buys across an extremely competitive and rapidly-evolving sales landscape.
Overlay network inventory reached 19.8 billion total units in 2008, forecast to increase 70% in 2009. Participation revenue flowing back to networks like VideoEgg, Adapt.TV and ScanScout is expected to climb 100% in aggregate.
Major video search networks Blinkx, Truveo and Magnify.net handled a combined 420 million average monthly search requests in 2008, and forecast to generate $30 million in corresponding revenue 2009.
Podcast inventory averaged some 84 million units per month in 2008, taking in gross billings estimated at $25.9 million, equaling approximately 55% of total paid media spend made against branded premium and semi-professional content categories.
"Video advertising networks are a vital economic engine of online video monetization," commented our research director.
"These tenacious, entrepreneurial networks are endemic to the broadband publishing medium, propelling video advertising inevitably onward toward greater accountability, higher ROI and wider adoption by agencies and marketers."
Table of Contents
EXECUTIVE SUMMARY 1
The Video Advertising Network Market: 2007-2010 1
VIDEO AD NETWORK GROSS BILLINGS: 2007-2010 1
SECTION ONE 3
VIDEO ADVERTISING NETWORK MEDIA BUYING TRENDS: 2009 6
The Video Advertising Network Market: 2007-2010 10
VIDEO AD NETWORK GROSS BILLINGS: 2007-2010 10
VIDEO ADVERTISING NETWORK GROSS BILLINGS ANALYSIS BY VERTICAL: 2007-2010 11
VIDEO ADVERTISING NETWORK GROSS BILLINGS SHARE BY VERTICAL: 2007-2010 12
Video advertising network net revenue forecast at $493.3 million in 2009 12
VIDEO ADVERTISING NETWORK REVENUE SOURCE BREAKOUT: 2007-2010 14
VIDEO ADVERTISING NETWORK REVENUES: 2007-2010 15
SECTION TWO 16
In-banner advertising networks on track to deliver $1.8 billion in gross media spend in 2009 17
IN-BANNER VIDEO GROSS MEDIA SPEND: 2007-2010 17
IN-BANNER VIDEO IMPRESSION GROWTH: 18
2001-2008 18
In-banner video segment revenue grew by 66.5% in 2008, 22.2% forecast for 2009, and another 24.7% in 2010 19
Q & A 21
EYEBLASTER 21
EYEWONDER 26
MIXPO 31
POINTROLL 33
SECTION THREE 38
3rd Party video advertising network trends: Pre-roll remnant inventory is in demand, but it's a highly competitive sales environment 38
Gross billings at $173.8 million in 2008 38
VIDEO ADVERTISING NETWORKS PRE-ROLL GROSS BILLINGS: 2007-2010 39
Tremor Media and BBE capture double-digit share of gross media spend in remnant pre-roll segment 40
VIDEO AD NETWORK GROSS BILLINGS: 2008 41
3rd party video advertising networks place 37% of media bought against pre-roll inventory in 2008 41
AD NETWORK SHARE OF PREMIUM PRE-ROLL GROSS BILLINGS: 2008 42
Video advertising sales and platforms generated $64.9 million in 2008 net revenue 42
Q & A 47
BRIGHTROLL 47
BBE (BROADBAND ENTERPRISES) 51
SPOTXCHANGE 55
TREMOR MEDIA 59
WORLDNOW 63
YUME NETWORKS 66
SECTION FOUR 69
Video overlay network trends: High volume, lower margins; business models evolving 69
Overlay impressions reach 19.8 billion in 2008 69
VIDEO OVERLAY NETWORK MEDIA SPEND AND AVAIL GROWTH 70
Overlay networks netted an estimated $10.1 million in revenue in 2008 70
VIDEO OVERLAY NETWORK GROSS MEDIA BILLINGS: 2008-2010 71
Q & A 74
ADAPT.TV 74
SCANSCOUT 78
VIDEOEGG 80
SECTION FIVE 85
VIDEO SEARCH GROSS MEDIA BILLINGS: 2007-2010 85
VIDEO ADVERTISING AND SEARCH NETWORKS: 2007-2010 87
VIDEO SEARCH INVENTORY AND GROSS MEDIA SPEND: 2008 87
AOL/Truveo 88
MAGNIFY.NET 91
SECTION SIX 94
Podcast advertising network trends: 2008-2010 94
Podcast gross advertising billings estimated at $25.9 million in 2008 96
PODCAST GROSS AD BILLINGS: 2008-2010 96
PODCASTING APPLICATION PROVIDER NET REVENUE: 2007-2010 98
Q & A 99
KIPTRONIC 99
WIZZARD SOFTWARE/MEDIA 105
