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Format Index Q1 2011
Format Index Q1 2011
Format Index Q1 2011
Format Index Q1 2011
Format Index Q1 2011
Format Index Q1 2011
Format Index Q1 2011
Format Index Q1 2011
Format Index Q1 2011
Format Index Q1 2011
Format Index Q1 2011
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Format Index Q1 2011

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  • 1. AdoTube Q1 2011Format Index
  • 2. Q1 2011 Key Takeaways Polite Pre-Roll® Proves Itself and CPG Continues to Invest Polite Pre-Roll® jumps to 30% of ads served. Polite Pre-Roll® increased by 25% over Q4 2010 to 30%. Polite Pre-Rolls® and Pre-Rolls account for 64% of ads served Overall CTR continues to grow due to high impact in-stream formats and features, such as: Polite Pre-Roll®, In-Stream Takeovers, Expansions, Gaming, Social Media, etc. Over 5% of viewers are re-engaging in-stream Overlay Ads after initially closing them. When given a choice, nearly half of all viewers chose to watch the entirety of a Pre- Roll. The Polite Pre-Roll® view-through rate (VTR) rose 7 percentage points, in Q1 2011 to nearly 45% and is comparable to the Standard Pre-Roll’s view-through rate. The Polite Pre-Roll® had an 18% lower video abandonment rate than the pre-roll. CPG continues aggressive investment in online video as a way to extend TV buys, accounting for 60% of ads served. Entertainment continues to invest cautiously, and retail pulls back slightly after post-holiday push.© 2011 AdoTube, Inc. – All Rights Reserved 2
  • 3. Polite Pre-Roll® Increases to 30% of Total AdsTogether Polite Pre-Rolls® and Pre-Rolls account for 64%of adsAdvertisers continue to embrace Polite Pre-Rolls® due to: Strong Performance: CTR, Engagement rates, Views, Brand metrics and other KPIs Quality of View-Through: Providing users with an option to dismiss a message qualifies the completion rate as a higher quality view-through than a forced message Q1 2010 Q4 2010 Q1 2011© 2011 AdoTube, Inc. – All Rights Reserved
  • 4. CTR Continues Path of Steady Growth Growth is attributed to the adoption of new high-impact formats and features, including Polite Pre-Roll®, In-Stream Takeovers, Expansions, Gaming, Social Media, etc. Average 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 Q3 2010 Q4 2010 Q1 2011© 2011 AdoTube, Inc. – All Rights Reserved 4
  • 5. 1 in 5 Viewers Actively Engaging with Video Ads While interactive formats continue to grow in prominence, engagement rates have tended to stay steady at a phenomenal 22% on average. 1 in 5 viewers are actively engaging. Average Engagement Rate 30% 25% 20% 15% 10% 5% 0% 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011© 2011 AdoTube, Inc. – All Rights Reserved 5
  • 6. CTR - Interactive vs. Branded In-Stream Ads Interactive Overlay CTR Shoots Up in Q1 CTR - Branded vs. Interactive 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 Q3 2010 Q4 2010 Q1 2011 Branded Interactive © 2011 AdoTube, Inc. – All Rights Reserved 6
  • 7. Viewers Choose to Re-EngageWe have noticed that over 5% of viewers re-engage in-stream ads afterfinishing watching their content. Demonstrating that consumers will respond toads that respect their video experience. CTR/Engagement Close Viewed ad in full or Ad Format Re-Engaged** Rate Rate Navigated away* Branded Overlay 0.53% 50.6% 5.4% 48.9% Interactive Overlay 1.86% 49.3% 5.3% 48.8% All rates are out of the total ad viewership except ** *Estimate based on statistics from other metrics **Percentage of the close rate not the total viewership Re-engage: provides users the opportunity to view the ad after initially closing it Option to re-engage Ad after “Closing”© 2011 AdoTube, Inc. – All Rights Reserved 7
  • 8. Polite Pre-Roll® VTR Jumps to 44%In another sign of the consumer’s growing acceptance of Polite Pre-Roll® and Pre-Rolladvertisements, VTR has continued to rise, jumping to 44% with a retention rate of 76%.Nearly 45% of viewers chose to watch 100% of the Polite Pre-Roll® advertisement. POLITE PRE-ROLL® Quarter CTR VTR (25%) VTR (100%) Ad Retention Rate Q1 2010 1.5% 49% 37% 77% Q2 2010 2.1% 48% 34% 72% Q3 2010 4.5% 49% 36% 73% Q4 2010 2.9% 54% 38% 70% Q1 2011 2.7% 58% 44% 76% STANDARD PRE-ROLL Quarter VTR (25%) VTR (100%) Ad Retention Rate Q1 2010 2.8% 58% 41% 72% Q2 2010 2.9% 58% 43% 73% Q3 2010 2.7% 56% 40% 71% Q4 2010 2.2% 60% 46% 77% Q1 2011 2.3% 66% 51% 77%© 2011 AdoTube, Inc. – All Rights Reserved 8
  • 9. Polite Pre-Roll® vs. Pre-Roll Polite Pre-Roll® had an 18% lower video abandonment rate than the Pre-Roll In A/B Testing, the Polite Pre-Roll® decreased abandonment rates by 36% Only 14% dismissed the Polite Pre-Roll® and nearly 8% re-engaged CTR/Engagement Close View Through Navigated Ad Format Re-Engaged** Rate Rate (100%) away* Polite Pre-Roll® 2.69% 14.3% 7.6% 44.4% 38.7% Pre-Roll 2.27% n/a n/a 50.5% 47.0%All rates are out of the total ad viewership except ***Estimate based on statistics from other metrics**Percentage of those who closed and then re-engaged with the ad Re-engage: provides users the opportunity to view the ad after initially closing it Option to re-engage Ad after “Closing” 9 © 2011 AdoTube, Inc. – All Rights Reserved
  • 10. Campaigns by VerticalCPG Doubles Down on Online Video, Entertainment Cautiously Invests MoreCPG continued its effort to extend their TV buys by aggressively investing in the onlinevideo space. Entertainment has cautiously increased its investment compared to lastyear’s Q1. CPG EntertainmentWeb Services & Products Retail Auto Food Services Travel B2B Finance/Insurance 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% Q12011 Q42010 Q12010 © 2011 AdoTube, Inc. – All Rights Reserved 10
  • 11. IndexAbout 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 multiple interactive elements such as social networking/sharing, store locator, a game, a video, etc. 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 ad Engagement Rates: The percentage of people who interact with an ad that has interactive capabilities, such as, playing a game, initiating an in-ad video, social engagement (i.e. Facebook), store locator, or data entry Close Rate: The percentage of people who close the Ad-Unit Re-Engagement Rate: The percentage of people who Closed an Ad-Unit only to later, re-engage with the unit. Navigated Away/Abandonment Rate: This is the approximate number of viewers who did not engage with the ad nor view it till its completion.Questions, Feedback and Media Inquiries: Elissa Reiling – Director of Marketing, AdoTube – ereiling@adotube.com 11 © 2011 AdoTube, Inc. – All Rights Reserved

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