This report provides in-depth profiles of the major U.S. online video advertising industry players. The report analyzes consumer use of online video and patterns based on key advertising demographics. Additionally, the report reviews existing business and pricing models and details major online video ad formats. Finally, the study provides recommendations for industry investors and five-year forecasts for U.S. online video advertising revenues.
“Online video viewing will continue to increase at high rates, therefore advertisers, content providers, and service operators must identify the true impact of online video on the traditional broadcast and cable TV industry,” said Heather Way, research analyst, Parks Associates. “While inadequate audience reach, metric standardization, and consumer affinity for traditional TV viewing inhibit immediate growth, advertisers’ ability to incorporate cross-platform audience targeting as well as increased content offerings via TV Everywhere initiatives drive steady, long-term online video advertising revenue growth.”
The Bottom Line
Data Points
Online Video Advertising: Strategies & Results Dashboard
1.0 Report Summary
- 1.1 Purpose of Report
- 1.2 Scope of Report
- 1.3 Research Approach
- 1.3.1 Source of Data
- 1.3.2 Glossary of Terms
2.0 U.S. Market Overview: Online Video Advertising
- 2.1 U.S. Broadband Household Growth Trends
- 2.2 Online Video Advertising Ecosystem
- 2.2.1 Advertisers and Advertising Agencies
- 2.2.2 Ad Campaign Management Systems & Ad Servers
- 2.2.3 Content Providers
- 2.2.3.1 Content Publishers
- 2.2.3.2 Content Aggregators
- 2.2.3.3 TV Everywhere Initiatives
- 2.2.4 Advertising Networks
- 2.2.5 Audience Measurement and Data Analytic Firms
- 2.2.6 Online Video Consumers
3.0 Business Perspective
- 3.1 Business Models
- 3.2 Pricing Models
- 3.3 Online Video Ad Formats
4.0 Implications and Recommendations
- 4.1 Market Conditions
- 4.1.1 Drivers
- 4.1.2 Inhibitors
- 4.2 Recommendations
5.0 U.S. Online Video Advertising Revenue Forecasts
- 5.1 Forecast Methodology
- 5.2 Forecast Assumptions
- 5.3 U.S. Forecasts 2009 – 2014
Figures
- Online Video Advertising Glossary of Terms
- U.S. Broadband Households 2008 – 2014
- Online Video Advertising Ecosystem
- Online Video Advertising 2010 Media Budget Allocation (versus 2009)
- Online Video Advertising – Percentage of Media Budget Increase in 2010 (versus 2009)
- Reason for Not Planning or Buying Online Video Advertising
- Effectiveness of Online Video Ad Placement and Length
- Agency or Media Executive Perceptions
- Major Online Video Ad Campaign Management & Ad Servers
- Online Video Content
- Major Online Video Content Publishers
- Major Online Video Content Aggregators
- TV Everywhere Initiatives
- Online Video Users Likelihood to Cancel Pay-TV Service
- Major Online Video Ad Networks
- Major Online Video Audience Measurement and Data Analytic Firms
- YuMe’ s iGRP Calculation – Persons
- YuMe’ s iGRP Calculation – Households
- U.S. Online Video Viewers
- U.S. Monthly Video Usage (in millions/hours)
- Online Video Usage
- Online Video Usage – Once a Week to Daily
- Download or Stream Online Video – At Least Once a Month to Daily
- Download or Stream Online Video – Once a Week to Daily
- Online Video Viewing Activities – At Least Once a Week to Daily
- User-generated (UGC) Online Video Viewing – At Least Once a Month to Daily
- Online Video Content Type – Viewing At Least Once a Week to Daily
- Premium Online Video Content Type – Viewing At Least Once a Week to Daily
- Ad-Supported Online Video Usage – By Content Provider
- Consumers Who Prefer to Watch Video on TV Set
- Consumer Attitude toward Relevant Advertising Messages
- Major Online Video Ad Formats, Pricing Models, and Metrics
- Online Video Advertising Revenue Forecast Methodology
- U.S. Online Video Advertising Revenue 2009 – 2014
- U.S. Online Video Advertising Revenue by Format
To order this report:
Online Advertising Industry: Online Video Advertising: Strategies & Results