AdoTube Q2 '10 Format Index
 

AdoTube Q2 '10 Format Index

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The index is the result of analysis on 1.2 Billion impressions across the AdoTube network and provides an overview of the growth and effectiveness of our different in-stream video ad formats.

The index is the result of analysis on 1.2 Billion impressions across the AdoTube network and provides an overview of the growth and effectiveness of our different in-stream video ad formats.

The Ad Format Index offers insights over four distinct categories: Branded Overlays, Interactive Overlays, Standard Pre-rolls, The recently-announced Polite Pre-Roll®. Included are discussion of overall trends in adoption as well as metrics regarding click-through and retention rates.

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AdoTube Q2 '10 Format Index AdoTube Q2 '10 Format Index Presentation Transcript

  • AdoTube Q2 2010Format Index
  • Q2 2010 Key Takeaways The Power of Interactive Ads Interactive ad format grew from 12% to 33% of ads served by AdoTube from ‘09 to ’10 The adoption of interactive ad formats has resulted in a significant increase of 59% in AdoTube’s overall average CTR from ‘09 to ’10 Interactive overlays are 83% more effective at driving click-throughs than are branded overlays Testing showed that Polite Pre-Roll® viewers who are interested in an advertisement will be more likely watch through the entire ad and 133% more likely to click-through. Additionally, allowing viewers to hide the ad results in 36% lower abandonment rates for publishers Overall, CTR growth for standard pre-rolls has remained stagnant, but the CTR growth for Polite Pre-Roll® has risen dramatically as it has been rolled out. It is expected to jump 133% from Q2 to Q3 2010, becoming 63% higher than the standard pre-roll The Polite Pre-Roll® has shown a 7% higher retention rate, meaning that those who begin to watch a Polite Pre-Roll® ad are 7% more likely to watch through the whole ad. Additionally, those who choose to dismiss the ad are able to watch their video with overlay reminders, while those who leave a Standard Pre-Roll are abandoning the video stream as well .*Source: DoubleClick for Advertisers, U.S. Advertisers, DoubleClick Rich Media formats (video only), January – December 2009 2
  • Diversification of Interactive Formats As we have continued to expand, we have been introducing interactive formats to help diversify in-video advertising opportunities. This has been good for both advertisers and publishers as demonstrated by significant growth over the past number of months. On average, Interactive Formats (Polite Pre-Roll® and Interactive Overlay) have grown steadily from 12% in 2009 to 33% of ads servied so far in 2010. Q1 2010 Q2 2010 Q3 2010 Polite Polite Pre- Pre- Roll® Roll® 17% Polite 11% Interactive Pre-Roll® Overlay 25% 12% Interactive Overlay Branded 15% Pre-Roll Overlay Interactiv Pre-Roll 54%Pre-Roll 12% e Overlay 65% 64% 17% Branded Overlay 4% Branded Overlay 4%© 2011 AdoTube, Inc. – All Rights Reserved 3
  • Overall Growth in Interactive Formats leads to Higher CTR Diversification into more interactive ad formats from 2009 to 2010 has led to a 59.3% higher Overall CTR. Based on preliminary estimates, the Q3 CTR should go up 72% over Q2. Overall CTR 2.00% 1.80% 1.60% 1.40% 1.20% 1.00% 0.80% 0.60% 0.40% 0.20% 0.00% 2009 Q1 2010 Q2 2010 Prelim. Q3© 2011 AdoTube, Inc. – All Rights Reserved 4
  • Interactive Overlay vs. Branded OverlaySpecifically isolating interactive overlays vs. brandedoverlays, interactive overlays are 83% more effective in driving click-throughs CTR - Branded vs. Interactive Overlay 1.00% 0.90% 0.80% 0.70% 0.60% 0.50% 0.40% 0.30% 0.20% 0.10% 0.00% 2009 Q1 2010 Q2 2010 Branded Interactive© 2011 AdoTube, Inc. – All Rights Reserved 5
  • A/B Testing Results Standard Pre-Roll vs. Polite Pre-Roll®While rolling out our Polite Pre-Roll® format, we worked with selectadvertiser to perform isolated A/B Testing over 30 million servings inorder to see how the less intrusive Polite Pre-Roll® stacks up againstthe Standard Pre-Roll. We found: » While less viewers watched 25% of the Polite Pre-Roll® 3% more viewers actually chose to watch through the end of the ad. Ad Format View-Thru Rate (25%) View-Thru Rate (100%) Polite Pre-Roll® 46.3% 37.1% Standard Pre-Roll 54.5% 36.0% » The Polite Pre-Roll® has A 133% higher CTR. (3.76% vs. 1.61%) » The Polite Pre-Roll® showed a 36% lower video abandonment rate.Results: Viewers who are actually interested in the advertisement willbe more likely watch through the entire ad and click-through with thePolite Pre-roll®. Additionally, it lowers abandonment rates forpublishers by allowing viewers who are not interested to hide the ad.© 2011 AdoTube, Inc. – All Rights Reserved 6
  • Actual CTR: Standard Pre-Roll vs Polite Pre-Roll® CTRs for Polite Pre-Roll® have steadily increased as they are rolled out, while the standard pre-roll CTR has remained fairly constant. With the official PPR announcement, the number of ads served will increase and the CTR is expected to jump. Preliminary Q3 results show a 133% jump, yielding a 63% higher CTR than Standard Pre-Rolls. 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% 2009 Q1 2010 Q2 2010 Prelim. Q3 Standard Pre-Roll Polite Pre-Roll®© 2011 AdoTube, Inc. – All Rights Reserved 7
  • Actual View-Through Rate: Standard Pre-Roll vs Polite Pre-Roll® While the number of Polite Pre-Rolls® served increases, we expect to see a closer view-through rate to our A/B testing. As for now, it is interesting to note that we are still seeing a 7% higher retention rate on the Polite Pre-Rolls®. This showcases how the Polite Pre-Roll® is a better option to keep a viewer’s attention if they are interested in the ad. Additionally, if a viewer decides to dismiss the Polite Pre- Roll®, they will still see overlay reminder messaging throughout the video. For standard pre-roll, a viewer who does not watch through all of the ad has generally left the video entirely. POLITE PRE-ROLL® Quarter View-Thru Rate (25%) View-Thru Rate (100%) Ad Retention Rate 2009 Total N/A N/A N/A Q12010 Total 48.64% 37.24% 76.56% Q22010 Total 47.60% 34.10% 71.64% Q32010 Total 49.40% 37.71% 76.34% Average 48.50% 36.71% 74.85% STANDARD PRE-ROLL Quarter View-Thru Rate (25%) View-Thru Rate (100%) Ad Retention Rate 2009 Total 59.03% 43.77% 74.15% Q12010 Total 57.57% 41.43% 71.96% Q22010 Total 58.48% 42.65% 72.93% Q32010 Total 56.51% 42.11% 74.52% Average 57.77% 42.74% 73.39%© 2011 AdoTube, Inc. – All Rights Reserved 8
  • About the AdoTube In-Video Ad Format IndexAdoTube serves ads on over 5k+ publishers sites and serves over 50MM to 75MM in-video adimpressions per week.This format index provides an overview of the effectiveness of our many different in-streamvideo ad formats over 2009, Q1 2010 and Q2 2010, with some preliminary Q3 estimates.Procedure:We collected and analyzed data from a sample of 1.2 Billion impressions deemed to bestatistically relevant, taking advertising verticals, video content, and type of targeting intoaccount. This was then split into four distinct categories:• Branded Overlay• Interactive Overlay• Standard Pre-Roll• Polite Pre-Roll®Additional testing of Polite Pre-Roll vs Standard Pre-Roll was conducted as blind A/B Testingover 5 Campaigns.The following numbers are based on results derived from AdoTube’s Network only and do notrepresent the in-video ad space as whole. © 2011 AdoTube, Inc. – All Rights Reserved 9
  • GlossaryAbout AdoTube AdoTube is a complete in-stream/in-video solution that enables each part of the industry (agencies, advertisers and publishers) to have easy and efficient access to in-stream ads. AdoTube’s platform includes the Adotube Ad Network, Publisher Management Tool (PUMA), In-Stream Ad Exchange (AdEx), Network Partner Console for third party networks media brokers ,and Creative Services. AdoTube’s complete platform helps each part of the industry to deliver high-quality, in-stream advertising solutions through a quick, easy and cost efficient platform. AdoTube is headquartered in New York, with offices in California and Europe. To learn more about AdoTube, become a partner, or see their solutions for agencies, advertisers, publishers and ad networks, visit www.adotube.com.Definitions In-stream video ad: A video ad that is played or viewed from a video player Branded Overlay: An in-video advertisement that runs on top of the video content (bottom 1/3 of the screen) while the video is playing. Clicks-through to a web-site, pausing the video Interactive Overlay: Similar to a Branded overlay with interactive elements such as a game or a video Standard Pre-Roll: An in-stream video ad that plays before video playback Polite Pre-Roll®: A dismissible and retractable in-stream video ad. When dismissed during video an overlay ad reminds the viewer to watch the ad Click-Through Rate(CTR): The percentage of viewers who clicked through an ad to the target link View-Through Rate: The percentage of viewers who watched through a part or all of a video adQuestions, Feedback, and Media Inquiries: Ephraim Cohen – Cohen@fortexgroup.com© 2011 AdoTube, Inc. – All Rights Reserved 10