Online Video Advertising: Strategies & Results

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.”

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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

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

Publish Date: 2Q 2010

Pages: 71

Authored By:
Heather Way - Research Analyst

Authored by Heather Way
Executive Editor: Tricia Parks
Published by Parks Associates

© April 2010 Parks Associates
Dallas, Texas 75230

All rights reserved.  No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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Parks Associates has made every reasonable effort to ensure that all information in this report is correct.  We assume no responsibility for any inadvertent errors.
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