EXECUTIVE SUMMARY 1 Internet/Online Video and Mobile Ad Networks, Ad Trafficking and Media Clearing
Platforms Forecast to Process $13.2 Billion in 2012 Spend 1 CAGR Revenue Comparison: Mobile/Online Ad Networks/Platforms 3 Video Ad Network Inventory eCPM Analysis: 2008 – 2012 4 Mobile Ad Network and Platform CPM and eCPM Analysis 2012 6 eCPM Analysis: European and U.S. Inventory Priced at a Premium Compared to Asia,
Africa and Latin America 6
Mobile Ad Networks, Platforms And Exchanges: Ecpm Comparables By Region: 2010
- 2012 7
Internet Video and Mobile Ad Networks/Platforms: $3.5 Billion in 2012 Net Revenue 8 Mobile ad networks, trafficking and media clearing platforms forecast to surpass
internet video counterparts by year-end 2014 8
DIGITAL VIDEO ADVERTISING TERMINOLOGY and DEFINITIONS 10 Internet/Online Video ad networks, platforms 10
Mobile Ad Networks, Platforms 14
SECTION ONE 17
Internet Video and Mobile Ad Networks/Platforms: $3.5 Billion in 2012 Net Revenue 17 Mobile Ad Networks, Trafficking and Media Clearing Platforms Forecast to Surpass
Internet Video Counterparts by Year-End 2014 17 Mobile and Video Ad Networks, Platforms: Net Revenue 2009 - 2012 18 Internet/Online Video and Mobile Ad Networks, Ad Trafficking and Media Clearing
Platforms Forecast to Process $13.2 Billion in 2012 Spend 21 Mobile and Online Ad Network, Platform, Exchange and Rtb Media Spend: 2009 -
2014 21
CAGR Revenue Comparison: Mobile/Online Ad Networks/Platforms 23 Comparative Media Clearing and Ad Serving Market Dynamics: Internet Video and
Mobile Ad Networks, Platforms 2012 24
Global Mobile Inventory Clearing Overview: Market Drivers and Media Spend
Dynamics 24
Internet Video Inventory Clearing and Trafficking Overview: Content Choices, Video
and Ad Serving Market Growth
Business and Market Positioning Comparisons 28 Inventory Billing Models and Formats Supported: Video Ad Networks/Platforms 28 Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs 29
Legend: Video Ad Networks, Ad Serving Platforms, Auctions, Exchanges and RTBs:
2012 31
Mobile Ad Networks, Platforms: Inventory Billing Models and Formats Supported 2012 32 Mobile Advertising Networks, Platforms, Auctions Exchanges and Rtb: Billing Models
and Formats Supported 2012 33
Video Ad Networks and Platforms: Reach Analysis 35 Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs 36
Mobile Ad Networks and Platforms: Reach Analysis 38 Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Reach 2009
- 2012 39
Video Ad Network/Platform Inventory and Serving CPM/eCPM Comparison and
Breakout 2012 41
Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs 42
Video Ad Network Inventory eCPM Analysis: 2008 – 2012 44 Video Advertising Networks: Inventory and eCPM Analysis 2008 - 2012 46 In-Banner and Pre Roll Video Inventory eCPMs Running over Ad Serving Platforms
Average $7.87 in 2012 47
Video Ad Serving Platforms: 2008 - 2012 49
Mobile Ad Network and Platform CPM and eCPM Analysis 2012 50 Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Fill Rates
and Pricing 2011 – 2012 51
eCPM Analysis: European and U.S. Inventory Priced at a Premium Compared to Asia,
Africa and Latin America 53
Mobile Ad Network, Platform eCPMs by Region: 2010 - 2012 55 Internet Video Ad Network and Platform Inventory and Media Spend Duplication 55
Analysis 2012
Video Advertising Networks, Ad Serving Platforms, SSPs and DSPs 56 Mobile Ad Network and Platform Inventory and Media Spend Duplication Analysis
2012 58
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Inventory
Analysis 2009 - 2012 59
Mobile Advertising Network Filled Impressions Delivered by Geographic Region: 2012 62 Mobile Advertising Network Billed Impressions Delivered by Geographic Region:
2012 65
SECTION TWO 67
Video Ad Trafficking Platforms Set to Deliver $5.7 Billion in Multi-Format Media
Spend in 2012 67
Comparative Media Spend Associated With Market Segment: 2008 - 2012 69 Video Advertising Networks, Ad Serving Platforms, SSPs and DSPs 71 Legend: Video Advertising Networks, Ad Serving Platforms, SSPs and DSPs 73 Video Ad Networks, Ad Serving Platforms, Auctions and Exchanges to Clear and
Deliver $6.2 Billion in 2012 Video Media Spend 74 Video Advertising Networks, Ad Serving Platforms, SSPs and DSPs 78 Video Ad Networks: Media Spend Cleared and Delivered Forecast at $1.3 Billion in
2012, up 85% over 2011 80
Video Advertising Networks: Media Spend Analysis 2008 - 2012 83 Video Ad Network Inventory Analysis 2008 – 2012: Estimated 30% Impression
Duplication, 80% Fill Rates in 2012 84
Video Advertising Networks: Inventory and eCPM Analysis 2008 - 2012 87 Video Ad Serving/Trafficking Platforms 89
Video Ad Serving Platforms: 2008 - 2012 92
Video Ad Serving/Trafficking Platforms: 2008 - 2012 94 Video Exchanges and RTBs: Triple-Digital Media Spend Growth 2009 - 2012 95 Video Advertising Auctions, Exchanges and RTBs: 2008 - 2012 97 Social Video Campaign Spend by Platform 98 Social Video Advertising Networks and Platforms: Media Spend 2008 - 2012 99
Over-The-Top Platforms 100 Over-The-Top Video Advertising: Media Spend Analysis 2011 - 2012 101 Video Ad Networks, Ad Trafficking Platforms, Auctions, Exchanges and RTBs Forecast
to Earn $1.1 Billion in 2012 Revenue 102
Video Advertising Platforms: Revenue Analysis by Media Clearing/Serving Category
2007 - 2014 105
Post Publisher Payout Topline Revenue Analysis 107 Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs: Revenue Analysis 2007 - 2012 108 Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs 110
Total Platform Revenue: CPM Share Revenue With Platform Licensing, Data, Audience Targeting, Transactions and Usage Fees 2007 – 2014 112 Video Advertising Networks, Ad Serving Platforms, Auctions, Exchanges, RTBs,
Mediation Layers, SSPs and DSPs: Platform Revenue Analysis 2007 - 2014 119 Video Ad Trafficking: Scale, Reach, Technology and Integration Specialists 121 Video Ad Serving Platforms: Revenue Analysis 2007 - 2014 124 Video Advertising Networks: Managing the Media Buy and Delivering the Audience 125 Video Advertising Networks: Platform Revenue Analysis 2007 - 2014 128 Auctions, Exchanges and RTBs: Experiencing High Growth 129 Video Auctions, Exchanges and RTBs: Platform Revenue Analysis 2007 - 2014 132 Social Video Ad Campaign Platforms and Networks 133 Social Video Advertising Networks: Platform Revenue Analysis 2007 - 2014 135
Over-The-Top Ad Platforms 136
Over-The-Top Video Advertising Solutions: Platform Revenue Analysis 2007 - 2014 137
Q & A’s 138
ADAP.TV 138
ADBRITE 140
ADOBE AUDITUDE 142
AFFINE 146 AUDIENCESCIENCE 148 BLACKARROW 150 BLINKX 153 FREEWHEEL 155 INNOVATE MEDIA/OCULU 158 JUN GROUP 160
LIMELIGHT VIDEO PLATFORM 162
MEDIAMIND (A division of DG) 164
MIXPO 166
POINTROLL 169
ROCKET FUEL 171
ROVION (a unit of Local Corporation) 173
SHARETHROUGH 175 SPOTEXCHANGE 177 TREMOR VIDEO 179 TUBEMOGUL 181 VIDEOLOGY 184 VISIBLE MEASURES 186 YUME INC 188 SECTION THREE 190
Mobile Ad Networks, Auctions, Platforms, Exchanges And Rtbs: Inventory Trends,
Growth Drivers And Metrics 190
Mobile Ad Inventory Is Expanding At Double And Triple Digit Rates 190 Global Mobile Ad Network Requests Are Forecast At 5.7 Trillion in 2012 191 Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Inventory
Analysis 2009 - 2012 193
Fill Rates Steadily Improve: 2009 – 2012 200 Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Fill Rates 200
2010 - 2012
Media Spend Through Ad Networks, Platforms, Auctions and Exchanges Forecast at $5
Billion Globally in 2012 202
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media
Spend 2009 - 2012 204
Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media
Spend Ranking 2009 - 2012 206
Q & A’s 208
ADFONIC 208
ADITIC (A Division Of Sofialys) 210
ADMARVEL (A Unit Of Opera Software) 211
ADMODA/ADULTMODA 213 AMOBEE 215 BUZZ CITY 217 CASEE 220 INMOBI 222 JUMPTAP 224 MADHOUSE 225 MADVERTISE 227
MOBCLIX (A Velti Company) 229
MOBGOLD 231 MOGREET 232 MOJIVA 234 NEXAGE 236 TREMOR VIDEO 238 Xad, Inc 240
