Online and Mobile Video Advertising Networks, Serving Platforms and Exchanges: Comparative Business Model, Media Spend, Inventory and Revenue Analytics
NEW YORK, Oct. 4, 2011 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:
http://www.reportlinker.com/p0651290/Online-and-Mobile-Video-Advertising-Networks-Serving-Platforms-and-Exchanges-Comparative-Business-Model-Media-Spend-Inventory-and-Revenue-Analytics.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Advertising
Online and mobile advertising networks, serving platforms and exchanges are projected to clear an estimated $5.65 billion in gross video media spend in 2011,according to this interdisciplinary sector report. Contained in the report is a comprehensive, data-driven assessment of each sector, and the competitive cross currents interconnecting them. Media spend and net revenue growth trajectories are provided by sector, company and inventory format supported, that combined with business model analytics yields a complete inter-sector valuation, revealing multi-screen market dynamics and trends. Forecasts are carried out through 2013. Mobile ad networks and platforms are running video impressions through their systems at a rate that is expected to account for 4.7% of combined inter-sector gross video media spend in 2011, up from 2.4% in 2010, measured against filled inventory of 107.5 billion global impressions. Mobile video impressions are estimated to make up 7.9% of total inventory, often priced on a performance, or CPC basis (or eCPM equivalent), generating 18% of total billed mobile media. By contrast, online video ad networks, serving platforms and exchanges are on track to clear 340 billion impressions in 2011, normally paid against a CPM model. Online networks and platforms are intent on capturing a share of the mobile and connected devices ecosystem, making the requisite R & D investments and leveraging their existing client roster and relationships to do so. Top line revenue (historical and forecast), net revenue (gross media spend minus publisher payouts), gross media spend, total inventory, filled inventory, paid media, click-through rates, CPMs, CPC pricing, participation percentages and extensive business model analysis are detailed in the report by mobile and online solutions provider. Online entrants analyzed include Audience Science, Blinkx, Brightroll, TREMOR VIDEO, YuMe Inc., SpotXChange, TidalTV, TubeMogul, Collective, Adap.tv, Liverail and adBrite and others. Mobile network and platform counterparts include Aditic, AdMarvel, AdFonic, Greystripe, MobileTheory, Millennial Media, Jumptap, Smaato and Zestadz, among others. In-depth Q & A's by provider augment the report's operations analytics.
TABLE OF CONTENTS:
Executive Summary 1
GGlobal Mobile Ad Network Sector Dynamics 1
Business Models are Working, and Venture Finance Abundant 1
Online/Cross-Platform Sector Dynamics 2
Profitable Businesses, Abundant Venture Finance and Healthy Exit Multiples 3
Mobile Advertising Networks, Ad Serving Platforms and Exchanges are Forecast to Generate 4.7% of Combined Gross Video Media Spend in 2011 2
Gross Video Media Spend: Mobile Ad Networks and Exchanges vs. Online and Cross- Platform Ad Networks and Exchanges 2
Mobile Video Ad Spend vs. Online Video Ad Spend: Percentage Comparison 2009 – 2011 3
Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011 4
Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 - 2011 4
Video Inventory and Impressions Delivered Grew by 86.4% in 2010 4
Video Advertising Solution Provider Inventory/Impression Growth: 2008 – 2010 5
Glossay of Terms 6
Online and Cross-Platform Video Advertising Networks, Ad Serving Platforms and Exchanges 6
Mobile Video Advertising Networks, Ad Serving Platforms and Exchanges 10
Section One 12
Online, Mobile Video Ad Network, Serving Platform and Exchange Business Environment Overview and Market Comparison 12
Online and Mobile Advertising Network, Platform and Exchange Operations: Competitive Cross Currents 12
Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 -2011 12
Global Mobile Ad Network Sector Dynamics 14
Business Models Areworking, and Venture Finance Abundant 14
Online/Cross-Platform Video Advertising Sector Dynamics 14
Profitable Businesses, Abundant Venture Finance and Healthy Exit Multiples 14
Mobile Video Advertising Networks: Global Campaign Management Platforms with Sophisticated Serving and Device Detection Technologies 15
Mobile Video Advertising Networks and Platforms: Impression Formats by Type 17
Online and Cross-Platform Video Advertising Networks, Ad Serving Platforms and Exchanges are Rapidly Evolving Their Scope of Operations: Comparative Market Dynamics 18
Video Advertising Networks, Ad Serving and Media Clearing Platform Environments Encompass the Following Broad Solutions Categories: 19
Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks 21
Mobile Video Advertising Networks, Ad Serving Platforms and Exchanges Typically Have Performance-Based Business Models 22
Mobile Video Advertising Network Billing Models, Fill Rates, Ad Unit Pricing and Participation Percentages 23
Online and Cross-Platform Advertising Networks, Ad Serving Platforms and Exchanges Typically Bill on A CPM, Revenue Share or per Transaction Basis 24
Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks 25
Mobile Video Ad Networks, Ad Serving Platforms and Exchanges often Manage, Represent or Deliver Annual Global Inventory (All Media Formats) Numbering Hundreds of Billions of Impressions 27
Online and Cross-Platform Advertising Networks, Ad Serving Platforms and Exchanges Manage Monthly Pre-Roll, In-Page, Display and Overlay Inventory Numbering Hundreds of Millions to Tens of Billions of Monthly Impressions 28
Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks 28
Mobile Video Ad Networks, Platforms and Exchanges Forecast to Clear $1.48 Billion in Gross Media Spend in 2011 29
Gross Media Spend: Mobile Video Ad Networks and Exchanges vs. Online and Cross- Platform Video Ad Networks and Exchanges 30
Mobile Advertising Networks, Ad Serving Platforms and Exchanges are Forecast to Generate 4.7% of Combined Gross Video Media Spend in 2011 32
Gross Video Media Spend: Mobile Ad Networks and Exchanges vs. Online and Cross- Platform Ad Networks and Exchanges 32
Online and Cross-Platform Video Ad Networks, Ad Serving Platorms and Exchanges to Capture 76% of Combined Net Revenue in 2011 34
Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Analysis 35
Mobile Video Advertising Network Revenue and Gross Media Spend: All Formats 2009 - 2013 39
Mobile Video Advertising Network Revenue and Gross Media Spend: Video 2009 - 2013 40
Multi-Screen Video Advertising Solutions and Platforms: Pre-Roll and In-Page Video Gross Media Spend 41
Multi-Screen Video Advertising Platforms, Exchanges, Server Solutions and Networks: Net Revenue Analysis 42
Mobile Video Ad Network, Serving Platform and Exchange Net Revenue Forecast to Outpace Online/Cross-Platform Counterparts through 2013 43
Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Profile 43
Video Inventory and Impressions Delivered Grew by 86.4% in 2010 45
Video Advertising Solution Provider Inventory/Impression Growth: 2008 – 2010 45
Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011 46
Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 - 2011 47
Section Two 48
Mobile Video Gross Media Spend Forecast at $268 Million in 2011; A Triple-Digit Jump Over 2010 48
Gross Mobile Video Media Spend: 2009 - 2011 48
Total Billed Inventory Reached 42.1 Billion Impressions in 2010; U.S. Market Claims 54.7% of Mobile Video Gross Media Spend 52
Mobile Video Advertising Network Billed Impressions Delivered by Geographic Region: 2010 53
Mobile Video Paid Impressions by Geography: 2010 55
Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011 57
Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 - 2011 57
Mobile Video Filled Impressions at 11.6% of Total Impressions Running on Networks, Platforms and Inside Exchanges that Support Video 58
eCPM Analysis: Mobile Video Spend and Impressions Filled 2009 - 2011 59
Mobile Video Gross Media Spend Estimated at 14.8% of Total Mobile Gross Media Spend in 2011 59
Gross Mobile Media Spend vs. Mobile Video Media Spend: 2009 - 2011 60
Mobile Video Ad Networks Forecast to Claim 67.8% of Video Gross Media Spend in 2011 63
Gross Media Spend by Mobile Video Market Position: Ad Networks vs. Platforms/ Exchanges 63
Mobile Video Advertising Network Revenue and Gross Media Spend: 2009 - 2013 65
Mobile Video Exchange/Platform Revenue and Gross Media Spend: 2009 - 2011 66
Mobile Video Advertising Network Revenue and Gross Media Spend: All Formats 2009 - 2013 68
Q & A's 69
Adfonic 69
Aditic (A Division of Sofialys) 74
Admarvel (A Unit of Opera Software) 79
Amobee 85
Greystripe 90
Millennial Media 94
Mobclix, a Velti Company 99
Mobile Theory 103
Rhythm NewMedia 108
Smaato 113
Zestadz 117
Section Three 122
Online and Cross-Platform Video Ad Networks, Ad Serving Platforms and Exchanges are Moving Aggressively Into Mobile; Seeking TV Budgets Being Allocated to Media Spend on Mobile Devices 122
Inter-Sector Competitive Positioning and Contrasts: 122
Mobile Video Advertising Networks and Platforms Forecast to Capture 12.1% of Combined Inter-Segment Gross Media Spend in 2011 122
Gross Media Spend: Mobile Video Ad Networks and Exchanges vs. Online and Cross- Platform Video Ad Networks and Exchanges 123
Video Inventory and Impressions Delivered Grew by 86.4% in 2010 125
Video Advertising Solution Provider Inventory/Impression Growth: 2008 – 2010 125
Video Ad Networks, Ad Serving Platforms and Exchanges Forecast to Run 95.3% of Combined Inter-Sector Gross Videospend through Their Platforms, Networks and Mediation Systems in 2011 126
Gross Media Spend by Solution Category 129
Video Ad Serving Platforms and Services: Gross Media Spend 131
Pre-Roll Ad Network Gross Media Spend Rose by 185.9% in 2010 134
Multi-Screen Video Advertising Platforms: Pre Roll Inventory and Gross Media Spend Analysis 135
Auction and Exchange Video Gross Media Spend Jumped by 652.5% in 2010 136
Multi-Screen Video Advertising Solutions and Platforms: Exchanges, Marketplace RTB and Mediation Environments 136
RTB Auctions, Exchanges and Mediation Systems are Forecast to Grow Top Line Revenue (Net) by 182.8% in 2011 137
Real Time Bidding Solutions Net Revenue Analysis: 2008 - 2014 137
Video Ad Serving Platforms Forecast to Grow Top Line Revenue by 56.2% in 2011 140
Multi-Screen Video Ad Serving Platforms and Services: Net Revenue Analysis 140
Pre-Roll Advertising Networks Forecast to Grow Top Line Revenue (Net) by 68.3% in 2011 141
Video Advertising Networks and Media Sales: Pre Roll Solution Specialists 141
Video Advertising Solutions and Platforms: Exchanges, Marketplace RTB and Mediation Environments 142
To order this report:
Advertising Industry: Online and Mobile Video Advertising Networks, Serving Platforms and Exchanges: Comparative Business Model, Media Spend, Inventory and Revenue Analytics
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Nicolas Bombourg
Reportlinker
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