市場調査レポート

インストリーム・仮想ビデオ広告

In-Stream and Virtual Video Advertising 2014-2017

発行 Accustream Research 商品コード 300627
出版日 ページ情報 英文 120 Pages
納期: 即日から翌営業日
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本日の銀行送金レート: 1USD=101.50円で換算しております。
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インストリーム・仮想ビデオ広告 In-Stream and Virtual Video Advertising 2014-2017
出版日: 2014年04月22日 ページ情報: 英文 120 Pages
概要

インストリームおよび仮想ビデオ広告の取扱高は、2014年には前年比24%の伸びとなる見込みであり、それは放送およびケーブルプログラム制作者の広告枠の幅広い収益化によって主導されます。プレミアムコンテンツに対するインストリーム広告枠の配分は2013年にはビデオ再生1回当たり1.75インプレッションの40%増となり、32億米ドルの市場において50%の支出を確保しました。また、仮想ビデオ広告産業は過去10年間においてCAGR(複合年間成長率)54.2%の伸びを示しています。

当レポートでは、インストリーム・仮想ビデオ広告の市場について調査分析しており、放送局およびケーブルプログラム制作者をグループ別に分析するとともに、それぞれのビデオ広告の概要および動向をまとめるとともに、豊富な実績データベースおよび予測データを提示するなど、概略以下の構成でお届けいたします。

エグゼクティブサマリー

第1章

  • 仮想ビデオ広告、2014-2017年:テレビ収益化公式を取り込む初期段階、高度統合、技術集約的、アナリティクス主導の購入/販売/経済
  • 仮想ビデオ広告の最初の10年:CAGR54.2%(2003-2013年)
  • 放送・ケーブルTVプログラム制作者およびパートナーの広告枠が610億に拡大、2013年におけるビデオ支出は63.8%の大幅増
  • 認証サインイン/TV Everywhere:現在および将来のビデオ支出指標
  • ビデオCPM:ビッグデータの陰陽、クロスプラットフォーム広告枠の急増

第2章

  • インストリームビデオ広告、2014年:差込み頻度が増加、放送者の仮想広告枠
  • すべてのサイトおよびネットワークにおいて:2013/2014年差込み頻度は1つのビデオ広告当たり.89ビデオ再生
  • 放送・ケーブルTVプログラム制作者がインストリームビデオ支出の50%を生み出す
  • 2013年のYouTubeデスクトップ差込み頻度は15.1%
  • インストリームビデオ広告市場は、広告ネットワーク、オークション、取引所、RTBおよびサービング技術プラットフォームと一体化
  • 広告枠、支出およびeCPM分析、2008-2013年

第3章

  • インバナービデオ、2014年:恒久的な形式であり、インストリームエクステンションは2桁成長の予測
  • 有料インバナーおよびインストリームビデオ映像は2017年まで2桁成長の予測
  • インバナービデオ支出は2013年にはインストリーム/インバナーデジタルビデオ広告支出総額の46.4%を占めた

第4章

  • ブランドに向けられた仮想ビデオマーケティング、社会環境、プラットフォームおよびマルチデバイスメディアプレーヤーは2014年支出の22.2%が見込まれる
目次

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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