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인스트림 및 가상 비디오 광고

In-Stream and Virtual Video Advertising 2014-2017

리서치사 Accustream Research
발행일 2014년 04월 상품 코드 300627
페이지 정보 영문 120 Pages
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인스트림 및 가상 비디오 광고 In-Stream and Virtual Video Advertising 2014-2017
발행일 : 2014년 04월 페이지 정보 : 영문 120 Pages

인스트림 및 가상 비디오 광고는 방송 및 케이블 프로그램 제작사의 광범위한 수익화에 의해 2014년에 전년대비 24% 성장할 전망입니다. 프리미엄 컨텐츠에 대한 인스트림 인벤토리 배분은 2013년에 비디오 재생 1회당 1.75 임프레션으로 40% 증가했으며, 32억 달러 시장에서 50%의 지출을 확보했습니다. 또한 가상 비디오 광고 산업은 과거 10년간 CAGR(연평균 성장률) 54.2%의 성장을 보였습니다.

인스트림·가상 비디오 광고 시장에 대해 조사분석했으며, 방송국 및 케이블 프로그램 제작사 그룹별 분석, 비디오 광고 개요 및 동향, 풍부한 실적 데이터베이스 및 예측 데이터를 정리하여 전해드립니다.

개요

제1장

  • 가상 비디오 광고, 2014-2017년 : TV 수익화 공식 포함 초기 단계, 고도 통합, 기술 집약적, 애널리틱스 주도 구입/판매/경제
  • 가상 비디오 광고의 최초 10년 : CAGR 54.2%(2003-2013년)
  • 방송·케이블 TV 프로그램 제작사 및 파트너 인벤토리가 610억으로 확대, 2013년의 비디오 지출은 63.8%로 대폭 증가
  • 인증 사인-인/TV Everywhere : 현재 및 향후 비디오 지출 지표
  • 비디오 CPM : 빅데이터의 음양, 크로스 플랫폼 인벤토리 급증

제2장

  • 인스트림 비디오 광고, 2014년 : 삽입 빈도 증가, 방송사의 가상 인벤토리
  • 모든 사이트 및 네트워크 경유 : 2013/2014년 삽입 빈도는 1개 비디오 광고당 .89 비디오 재생
  • 방송·케이블 TV 프로그램 제작사가 인스트림 비디오 지출의 50% 생성
  • 2013년 YouTube 데스크톱 삽입 빈도는 15.1%
  • 인스트림 비디오 광고 시장은 광고 네트워크, 경매, 교환소, RTB 및 서빙 기술 플랫폼과 통합
  • 광고, 지출 및 eCPM 분석, 2008-2013년

제3장

  • 인배너 비디오, 2014년 : 영구적인 형식이며, 인스트림 익스텐션은 2자릿수대 성장 예측
  • 유료 인배너 및 인스트림 비디오 영상은 2017년까지 2자릿수대 성장 예측
  • 인배너 비디오 지출은 2013년에 인스트림/인배너 디지털 비디오 광고 지출 총액의 46.4%를 차지

제4장

  • 브랜드 지향 가상 비디오 마케팅, 사회환경, 플랫폼 및 멀티디바이스 미디어 기업은 2014년 지출의 22.2%가 전망
KSA 14.05.13

In-stream and virtual video ad billings are forecast to realize 24% growth in 2014, led by extensive monetization against broadcast and cable programmer inventory, supported by a stable of multi-screen media executions, brand-direct spend, mobile, social, internet music radio and VOD avails, according to a wide-ranging, data rich marketplace analytics report by AccuStream Research.

The report, ‘In-Stream and Virtual Video Advertising 2014 - 2017’, provides brands, marketers, agencies, buyers and sellers a detailed inventory map of the entire marketplace including sellout, views by site and screen, CPMs, spot length, insertion frequencies by publisher, programmer, device, aggregator and network, plus spend traversing ad tech serving systems and media player/recommendation platforms.

In-stream inventory allocated against premium content (and their syndication partners, including Hulu) increased 40% in 2013, to 1.75 impressions per video play and captured 50% of spend across this $3.2 billion patch of the marketplace. The virtual video ad industry exhibited a CAGR of 54.2% over the past ten years.

Aggregated insertion frequencies are holding steady at similar levels in 2014 and while 1st Q. demand is typically soft, and some inventory unsold--even considering the presence of sophisticated ad tech and media clearing systems--video campaigns are nevertheless flighted at near broadcast television levels, with mobile/tablet video content monetized at slightly lower rates.

Further, TV Everywhere/VOD and in-stream inventory, when undersold, exposes viewers to impression fatigue, according to analysis of 200 properties; early TV Everywhere deployments remain a tech and monetization work in progress.

We currently estimate YouTube desktop insertion frequency (based on a rolling annual average) at 15%, with 55% skippable inventory. YouTube mobile/tablet video shows an insertion frequency of 10.6%.

An extensive database of in-stream inventory is contained in this report, with broadcast networks and cable programmers analyzed as a group.

In-banner video inventory is currently forecast at 487.3 billion impressions delivered in 2014, up 17% over 2013, with $3.19 billion in billings.

Table of Contents

EXECUTIVE SUMMARY

  • In-Stream and Virtual Video Spend Forecast at $9.1 Billion in 2014
    • Graphic- In-Stream and Virtual Video ad Format Share: 2003-2017
    • Graphic- In-Stream and Virtual Video Media Spend CAGR Analysis 2003-2017
    • Graphic- Broadcast and Cable TV Video Inventory to Video Plays: 2010-2013

IN-STREAM AND DIGITAL VIDEO ADVERTISING TERMINOLOGY AND DEFINITIONS

SECTION ONE

  • Virtual Video Advertising 2014-2017: An early stage, highly integrated, screen-deep, tech-intensive, analytics- driven buy/sell/economy that embraces TV monetization formulae
    • Graphic - In-Stream and Virtual Media Spend by Format 2003-2017
    • Graphic - In-Stream and Virtual Video Media Spend: 2003-2017
    • Graphic - In-Stream and Virtual Video Ad Format Share: 2003 -2017
    • Graphic - In-Stream and Virtual Video Media Spend Share by Avail Format: 2003-2017
  • Graphic - In-Stream and Virtual Video Media Spend: 2003 - 2017
  • Graphic - In-Stream and Virtual Video Media Spend: 2003 - 2017
  • The First Virtual Video Advertising Decade: CAGR of 54.2% (2003 - 2013)
  • Graphic - In-Stream and Virtual Media Spend: Annual Growth Analysis: 2003-2017
  • Graphic - In-Stream and Virtual Video Media Spend CAGR Analysis 2003-2017
  • Graphic - Broadcast and Cable TV Video Inventory to Video Plays: 2010 - 2013
  • Graphic - Broadcast and Cable TV Video Inventory Insertion Frequency: 2010 - 2013
  • Graphic - Virtual Video Inventory: Insertion Frequency Comparison 2010 - 2013
  • Broadcast and Cable TV Programmer and Partner Inventory Expands to 61 Billion Avails Sold, Delivers a 63.8% Jump in 2013 Video Spend
  • Graphic - In-Stream Broadcast/Cable Network Inventory and Media Spend Analysis: 2010 - 2013
  • Graphic - In-Banner Video Impressions and Media Spend: 2003 - 2017
  • Graphic - Aggregated Inventory and Media Spend Annual Percentage Change: 2008-2013
  • Authenticated Sign-In / TV Everywhere: Present and Future Video Spend Indicators
  • Video CPMs: The Yin and Yang of Big Data, the Cross-Platform Inventory Surge,
    • Greater Audience and Impression Transparency:
    • Graphic - Virtual Video Inventory Pricing Models/CPMs by Format Execution: 2007-2013 Annual Comparison

SECTION TWO

  • In-Stream Video Advertising 2014: Insertion Frequencies Rise, Broadcaster Virtual Inventory
    • Exploitation Modeled After Linear TV
    • Graphic - Broadcast and Cable TV Video Inventory to Video Plays: 2010 - 2013
    • Graphic - Allocated Virtual Video Inventory to Video Plays 210 - 2013
    • Graphic - In-Stream Video Inventory and Media Spend Analysis: 2010 - 2013
    • Graphic - In-Stream Video: Allocated Inventory vs. Sold Inventory and Spend 2010 - 2013
  • Across All Sites and Networks: 2013/2014 Insertion Frequency at .89 Video Plays Per Video Ad
    • Graphic - Virtual Pre-Roll and In-Stream Inventory Insertion Ratios
    • Graphic - In-Stream Video Inventory Allocation Analysis: Publisher vs. YouTube Comparison 2006 - 2013
  • Graphic - Virtual Pre-Roll and In-Stream Video Inventory Views/Avails 2006 - 2013
  • Graphic - In-Stream Paid Inventory and Media Spend Growth Comparison
  • Graphic - Paid Virtual In-Stream Inventory and Media Spend Growth Analysis:2003 - 2017
  • Broadcast Television and Cable TV Programmers Generate 50% of In-Stream Video Spend
    • Graphic - In-Stream Video: Broadcast and Cable TV Allocated Inventory vs. Sold Inventory and Spend 2010 - 2013
  • Graphic - Broadcast and Cable Network Video Inventory and Media Spend Growth Analysis: 2010- 2013
  • Graphic - Premium Publisher In-Stream Video Advertising Summary: 2010 - 2013
  • YouTube Desktop Insertion Frequency at 15.1% in 2013
    • Graphic - Virtual Pre-Roll and In-Stream Video Inventory with YouTube Views/Avails: 2006 - 2013
    • Graphic - YouTube Views and Allocated Inventory by Content Category: 2013 Full Year
    • Graphic - YouTube Mobile Video Views and In-Stream Ad Inventory by Content Channel 2013
    • Graphic - Virtual Video Advertising In-Stream Format CAGR 2003 - 2017
    • Graphic - In-Stream Video Avails and Media Spend: 2003 - 2017
    • Graphic - Virtual In-Stream Video Avails: 2003 - 2017
    • Graphic - Virtual In-Stream Video Media Spend: 2003 - 2017
    • Graphic - Virtual In-Stream and Pre-Roll Avails/Media Spend Growth Comparison
    • Graphic - Virtual Video Inventory and Media Spend Growth Comparisons: 2004 - 2017
  • The In-Stream Video Advertising Marketplace is Integrated with Ad Networks, Auctions, Exchanges, RTBs, and Serving Technology Platforms
    • Graphic - Summary Totals by Ad Clearing, Trafficking Segment: Video Spend Estimates and Analysis 2008 - 2013 with Forecasts Through 2017
    • Graphic - Video Advertising Networks/Platforms: Aggregate and Unduplicated
  • Inventory, Spend and eCPM Analysis 2008 - 2013
    • Graphic - Video Advertising Networks/Platforms: Aggregated Media Spend 2008 - 2013
    • Graphic - Video Auctions, Exchanges, RTBs, Bid Management Platforms, Data Science: Unduplicated Inventory, Media Spend and eCPM by Transaction Solution 2008 - 2013
    • Graphic - Video Ad Trafficking/Platforms/Analytics/Services: Media Spend Value 08-2013
    • Graphic - Media Spend: Virtual Streaming, Curated Stations and Track Play Music Radio 2003 - 2016
  • Graphic - In-Stream Video Ad Insertion Summary, Comparative Metrics, Analytics and Performance Benchmarks: 2010 - 2013
  • Graphic - In-Stream Virtual Video Advertising: Views, Devices, Insertion Frequencies, Inventory, Sellout, CPM, and Media Spend Analysis: 2013 (Full Year)

SECTION THREE

  • In-Banner Video 2014: A Durable Format and In-Stream Extension Forecast to Grow At Double-Digit Rates
    • Graphic - In-Banner Video Impressions and Media Spend: 2003 - 2017
    • Graphic - In-Banner Video Impressions Delivered: 2003 - 2017
    • Graphic - In-Banner Video Media Spend: 2003 - 2017
    • Graphic - In-Banner Video Impressions and Media Spend 2004 - 2017 Percent Growth Comparison
  • Paid In-Banner and In-Stream Video Impressions are Forecast at Double-Digit Growth Rates through 2017
  • Graphic - Digital In-Stream and In-Banner Paid Inventory Growth: 2003 - 2017
  • Graphic - Paid Digital Video Inventory Growth Rate Comparison: In-Stream vs. In-Banner 2003 - 2017
  • In-Banner Video Spend Made Up 46.4% of Combined In-Stream/In-Banner Digital Video Ad Spend in 2013
    • Graphic - In-Stream and In-Banner Video Media Spend Totals & Comparison 2003-2017
    • Graphic - In-Stream and In-Banner Video Media Spend Share of Market Comparison
    • Graphic - In-Stream and In-Banner Video Media Spend: Annual Share Analysis 2003-2017
    • Graphic - Digital In-Stream (Desktop and Mobile) and In-Banner Video Spend Totals
    • Graphic - In-Stream, In-Banner and Mobile Video Advertising: Media Spend Share 2003-2017
  • Graphic - Video Ad Trafficking/Platforms/Analytics/Services: Media Spend Value 2008 - 2013
  • Graphic - Video Ad Trafficking Platforms: Aggregate and Unduplicated Inventory, Spend, and eCPM Analysis 2008 - 2013

SECTION FOUR

  • Brand-Directed Virtual Video Marketing, Social Environments, Platforms and Multi-Device Media Players Forecast at 22.2% of 2014 Spend
    • Graphic - In-Stream and Digital Video Media Spend: 2003 - 2017
    • Graphic - In-Stream and Digital Video Media Spend Share by Avail Format: 2003-2017
    • Graphic - In-Stream and Digital Video Media Spend by Format: 2003 - 2017
    • Graphic - Mobile/Tablet (Non-Desktop) Video Advertising Networks and Ad Clearing Platforms: Filled, Billed Inventory and Media Spend Analytics: 2009 - 2013
    • Graphic - YouTube Mobile Video Views, In-Stream Advertising by Content Channel:2013
    • Graphic - Social Video Marketing and Advertising Networks/Platforms: Media Spend 2008 - 2013
    • Graphic - Social Video Marketing/Paid Placement Spend: 2008 - 2017
    • Graphic - Over-The-Top Video Advertising: Media Spend Analysis 2011 - 2013
    • Graphic - Video Advertising/DVR-C3 and Over-The-Top Media Spending: 2008 - 2017
    • Graphic - Media Players, Recommendation, Social Conversation Video-Related Spend Analysis 2010 - 2013
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