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 detailed interdisciplinary sector report.
This report is a comprehensive, data-driven assessment of each ad network 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.
Mobile ad networks and platforms are forecast 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.