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Video hub: Video Performance replay q1 2012

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Top-line Takeaways:
• Executing a “video everywhere” strategy requires understanding the differences between digital and traditional consumption. Although digital is another
screen, consumption and behaviors vary drastically
from traditional viewing and strategizing within their unique qualities is key.
• The traditional TV schedule and seasonality make a significant impact on how and what consumers watch online.
• Digital video is more measurable than the traditional screen, making measuring what matters for brand marketers even more critical. Focusing on measurement that is scalable and cohesive will maximize effectiveness for brands.

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  • 1. PERFORMANCE REPLAYREPORT: Q1 2012 FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012
  • 2. VideoHub Performance Replay: Q1 2012Q1 2012 CONTINUES TO ESTABLISH THE DIGITALSCREEN AS A POWERHOUSE FOR BRAND ADVERTISINGQ1 EXECUTIVE SUMMARY In this report, we’ll present insights into the uniqueThrough transparency, the right data, and better tools, qualities of the digital video landscape and howthe digital screen has started to materialize in ways that traditional video ads are fitting into a new era ofwere never thought possible. Looking through the deep content consumption.lens of the VideoHub platform, we’ve begun to piecetogether the “wild west” of online video and have found Top-line Takeaways:a world where video marketing works, regardless of • Executing a “video everywhere” strategy requiresdevice, screen, or “show.” understanding the differences between digital and traditional consumption. Although digital is anotherHowever, digital isn’t just one more screen for incremental screen, consumption and behaviors vary drasticallyratings. The big breakthrough is the level of accountability from traditional viewing and strategizing within theirdigital is bringing to brand marketing, showing us that not unique qualities is key.all reach is equal, and not all reach is effective. • The traditional TV schedule and seasonality makeThis new unfettered access to robust, relevant, and a significant impact on how and what consumersactionable data is enabling marketers to take their brand watch online.strategies to new levels. The digital space has traditionallyshied away from transparency, but opening the black box • Digital video is more measurable than the traditionalhas resulted in a brand-side view into the promise of screen, making measuring what matters for branddigital advertising, taking digital marketing up the funnel. marketers even more critical. Focusing on measurement that is scalable and cohesive will maximize effectiveness for brands. FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 2 Source: VideoHub Internal Data
  • 3. About Our DataVIDEOHUB’S DEEP FOOTPRINTPowering billions of streams every month, VideoHub is a powerhouse of knowledge. Through our end-to-endtechnology footprint, we’ve gained unprecedented insight into the relationship between ads, viewers, andcontent. This report provides a snapshot of our findings across the multitude of video and viewer signalsdriving brand advertising performance and digital consumption trends. Below are the 14 signals VideoHubtracks and analyzes, including the recent addition of Player Size and Player Position. VIDEOHUB OVERVIEW VIDEOHUB OVERVIEW VideoHub Illuminates VideoHub Illuminates Time Brand Reach Frequency Spent Metrics Engagement CTR Conversion 13 VIEWER SIGNALS 13 VIEWER SIGNALS 77PERFORMANCE GOALS PERFORMANCE GOALS W! NE REACH REACH FREQUENCY FREQUENCY Publisher Content GEO Time Day of Video View Player TIME SPENT TIME SPENT Publisher Content GEO Time Day of Video View Player Category Category of Day of Day Week Week History History Size Size BRAND LIFT BRAND LIFT W! NE ENGAGEMENT ENGAGEMENT CTR CTR Frequency Browser Frequency Browser OS OS Demo Demo Video Video Custom Custom Player Type Type Type Type Consumption Behavior Consumption Behavior Position CONVERSION CONVERSION VIDEO ADS VIDEO CONTENT With every Tremor Video campaign buy, brand marketers access VideoHub’s uncensored view of how With every Tremor Video campaign buy, brand marketers access VideoHub’s uncensored view of how and why your investment is working in real time. This report provides a snapshot of your online video and why your investment is working in real time. This report provides a snapshot of your online video performance, including interesting trends and live insights to inform your marketing spend. May 29, 2012 performance, including interesting trends and live insights to inform your marketing spend. May 29, 2012 FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 LOG IN TO VIDEOHUB AT VIDEOHUB.TV FOR FULL VISIBILITY INTO YOUR VIDEO PERFORMANCE. LOG IN TO VIDEOHUB AT VIDEOHUB.TV FOR FULL VISIBILITY INTO YOUR VIDEO PERFORMANCE. 3 3 3 Source: VideoHub Internal Data
  • 4. Chapter 1: Digital Viewing is DifferentUnlike traditional TV, the digital screen is always on and always accessible. Digital viewers tend to be hyper-focused but scattered across a wide range of traditional and non-traditional viewing content. As a result,digital video ads have the ability to generate a stronger impact per exposure while the strength of traditionalTV lies in concentrated, mass exposure. Traditional TV Digital Video One (Show) to Many (Viewers) Many (Shows) to Many (Viewers) • Condensed audiences • Scattered audiences • Viewing largely dictated by program schedules • Viewing dictated by personal preferences and • Full-length shows rreal-time needs • Viewing often with family and friends • Diverse content length and piecemeal viewing • Primetime and mid-week tune in spikes/ • Viewing typically alone/focused raudience concentration • Tune-in is individualized and centers around • Show life span based on popularity/viewership rpersonal schedule • Content has no limits on life span FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 4Source: VideoHub Internal Data
  • 5. Chapter 1: Digital Viewing is DifferentDAYPART IS NOT A SIGNIFICANT RATINGS DRIVERDigital viewing doesn’t exhibit the concentrated daypart spikes exhibited in TV viewing and is moreevenly distributed throughout the day. In Q1 2012, the highest overall stream volumes were between12:00pm-4:00pm, but a given hour never exceeded a 6% overall share. This varied from Q4 2011, whenstream volume was more closely aligned with primetime.Stream Composition: Q1 2012 VS. Q4 2011 Q4 streams saw highest Q1 streams saw highest consumption between 4-9pm. consumption from 12-3pm. 6.00% Q1 Online Streams Q4 Online Streams 4.00% 2.00% 0% 12am 2am 4am 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 5 Source: VideoHub Internal Data
  • 6. Chapter 1: Digital Viewing is Different OVERNIGHT AND EARLY MORNING VIEWING CONSISTENCY Early morning and overnight viewers tended to tune in at the same time on a more consistent basis during the months of January, February, and March. Although afternoon and evening viewership was less consistent, it attracted more unique eyeballs. Monthly Unique Reach vs. Average Monthly Frequency During Q1, monthly viewing 13.0 12.4 frequency was strongest in 7% the early morning hours. 11.0 10.0 10.3 9.6 9.8 5% Unique Reach Composition 8.6 8.2Average Frequency 7.6 7.4 7.3 7.2 7.0 6.8 6.7 6.5 6.5 6.1 6.0 4% 5.9 5.8 5.6 5.6 5.4 5.3 5.3 3.3 2% 0 0% 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm Sum of average frequency (calculated) Sum of reach FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 6 Source: VideoHub Internal Data
  • 7. Chapter 1: Digital Viewing is DifferentDAYPART MATTERS FOR THE EFFECTIVENESS OF YOUR ADDuring Q1, VideoHub for Advertisers found on average that brand health was strongest during theafternoon hours (the same time that streaming was highest). Viewers, however, were less likely todrop off from a forced ad experience during primetime and late night.Q1 Ad Benchmarks: Daypart If Brand Health is the goal, VideoHub saw the If Completions are the goal, Primetime TV mid-day hours drove the highest performance. hours provide the greatest performance. Relative Performance: Brand Lift Relative Performance: Completions 11am - 4pm 8pm - 12am Performance Key: Above Q1 average Below Q1 average 0 is baseline (average performance) FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 7 Source: VideoHub Internal Data
  • 8. Chapter 1: Digital Viewing is DifferentSHORTER CONTENT IS MORE UNIVERSALLY POPULARDigital viewership is largely dictated by consumers individual preferences and personal schedulesand not controlled by scheduled content. As a result, viewers watch a more diverse range of content.Although full episode content is popular online, one to three minute clips have the highest ratings.Composition Unique Reach: Q1 2012 Short-form content saw the highest 32.2% concentration of unique viewers, with one to three minute content attracting the most diverse audience. 19.6% 15.6% 10.1% 9.3% 7.3% 4.4% 0-30s 30-60s 1-3m 3-5m 5-15m 15-30m 30-60m FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 8 Source: VideoHub Internal Data
  • 9. Chapter 1: Digital Viewing is DifferentVIEWERS ARE ACCEPTING COMMERCIALS FOR “VALUED” CONTENTWhether the :15 or :30 second TV commercial is the most effective format is debatable. However, consumersare accepting these commercials into their experience. The drop-off rate for digital content is slightly lowerwhen an ad is inserted prior to short-form, rather than long-form content. Long-form content seesPre-Roll Completion Rates: Q1 2012 77-92% completion rates. 92% 90% Short-form content sees 65-77% completion rates. 87% 77% 77% 72% 69% 65% 0-30s 30-60s 1-3m 3-5m 5-15m 15-30m 30-60m 60+ m FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 9 Source: VideoHub Internal Data
  • 10. Chapter 1: Digital Viewing is DifferentVIEWERS ARE MORE LIKELY TO INTERACT WITHADS WHILE WATCHING SHORT-FORM VIDEOQ1 Ad Benchmarks: Content LengthFor standard pre-roll, the impact of content length on CTR. For interactive pre-roll, impact of content length on Engagement. Relative Performance: CTR Relative Performance: Engagement Performance Key: Above Q1 average Below Q1 average 0 is baseline (average performance) FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 10 Source: VideoHub Internal Data
  • 11. Chapter 1: Digital Viewing is DifferentLOCATION IMPACTS DIGITAL VIEWINGConsumption is on the rise in all locations, but online and mobile video havedifferent areas of concentration. New York, Los Angeles, and Chicago Dallas, New York, and Atlanta had had the greatest reach for online the greatest reach for mobile video video among American cities in Q1. among American cities in Q1. 3 1 2 2 3 1 Online Video Mobile Video FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 11Source: VideoHub Internal Data
  • 12. Chapter 1: Digital Viewing is Different IN ADDITION TO VIEWERSHIP, AUDIENCE RESPONSE AND AD EFFECTIVENESS IS IMPACTED BY LOCATIONLaredo TX, Harlington TX, & Fairbanks AK, Glendive WY, & Meridian ID, Columbus OH, & Bluefield WV drove the Eureka CA drove the most Quebec drove the highest highest CTR during Q1. video completions in Q1. mobile engagement during Q1. 3 2 3 1 2 3 1 1 2 Online: CTR Online: Completion Rate Mobile: Engagement FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 12 Source: VideoHub Internal Data
  • 13. Chapter 1: Digital Viewing is DifferentCLIENT SPOTLIGHT: MOVIE PREMIERELeading up to its March premiere, viewers were most likely to actively engage with the commercial towatch the extended trailer between 6:00am-1:00pm. Viewers that engaged watched for an average of 42seconds prior to continuing to their content. Engaged Time of Day Engaged viewers avg. Time Spent :42 sec 6am - 1pm best for Engagement Passive viewers’ avg. Time Spent :22 sec Watched Time of Day Engaged Time Spent Watched Time Spent Passive completions were highest between 9 - 11pmPerformance Key: Above Q1 average Below Q1 average 0 is baseline (average performance) FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 13Source: VideoHub Internal Data
  • 14. Chapter 1: Digital Viewing is DifferentCLIENT SPOTLIGHT: MOVIE PREMIEREIn addition to the impact of daypart, more viewers opted to engage with the extended trailer whileconsuming short-form video content. Passive ad completions were strongest when viewers watchedlong-form content. Engagement was highest Completions were highest in short-form content. in long-form content.Performance Key: Above Q1 average Below Q1 average 0 is baseline (average performance) FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 14Source: VideoHub Internal Data
  • 15. Chapter 2: Digital and TV are IntertwinedTV SEASONALITY IMPACTS DIGITAL RATINGSAs Q1 progressed and TV season restarted, digital consumption saw a higher share aroundprimetime in March relative to January.Stream Composition: Q1 2012 March 7.0% February January 4.7% 2.3% 0% 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 15 Source: VideoHub Internal Data
  • 16. Chapter 2: Digital and TV are IntertwinedAS VIEWERSHIP SHIFTED TOWARD PRIMETIME,ENTERTAINMENT, CELEBRITY, AND TV STREAMSBECAME MORE POPULAR 60% 58% 55% 53% 47% 45% 40% January February March Entertainment, celebrity, and TV streams FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 16Source: VideoHub Internal Data
  • 17. Chapter 2: Digital and TV are IntertwinedMARCH SAW MID-WEEK VIEWERSHIP RISE IN POPULARITYOverall in Q1, reach peaked on Fridays and throughout the weekends. In March, however, reachshifted towards mid-week in sync with TV show premieres.Online Unique Reach: Q1 2012 Mobile Unique Reach: Q1 201216.00% Reach shifted earlier in the week in 15.6% Mobile applications saw the highest March as the TV season began. reach opportunity for video ads on 15.5% the weekend. This was a consistent 15.3% trend throughout Q1.15.00% 14.9% 14.7% 14.8% 14.3% 14.1%14.00% 13.9% 13.7% 13.5% 13.5% 13.4% 13.0%13.00%12.00% Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 17 Source: VideoHub Internal Data
  • 18. Chapter 2: Digital and TV are Intertwined DAY OF WEEK’S INFLUENCE ON COMPLETIONS AND CTRIn addition to overall digital viewership spiking on Fridays during Q1, viewers were also more likely to completevideo ads on Fridays. This supports the idea that ads are acceptable during popular viewing hours. The day ofweek, however, did not make a significant impact on viewers’ propensity to interact with digital ads.Q1 Ad Benchmarks: Day of Week In sync with reach, Completions Day of week had little to were highest on Fridays. no effect on CTR. Performance Key: Above Q1 average Below Q1 average 0 is baseline (average performance) FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 18 Source: VideoHub Internal Data
  • 19. Chapter 2: Digital and TV are IntertwinedCLIENT SPOTLIGHT: CONSUMER PACKAGED GOODSDoes Day of Week affect brand health? Unlike direct response, branding is specific to each marketer andthe product goals or market maturity. There is not one solution for all branding needs. Within the CPGvertical, Day of Week showed unique and individualized impact for two mature CPG brands. Brand Health was strongest on For an allergy company, the highest Saturdays for a cosmetic advertiser Brand Metrics ROI occurred on MondaysPerformance Key: Above Q1 average Below Q1 average 0 is baseline (average performance) FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 19Source: VideoHub Internal Data
  • 20. Chapter 2: Digital and TV are IntertwinedCLIENT SPOTLIGHT: TRAVELIn Q1, weekends provided the greatest reach opportunity for in-app video ads. However, a travel brandfound mobile reach was more effective during less popular consumption hours. At the beginning of theweek, viewers were more likely to actively participate with the ads and less likely to skip.Note: The mobile applications analyzed by VideoHub in Q1 allowed users to skip any video advertisement. If reach and ad delivery is the goal, target your campaign to For a travel company, the weekends to drive the most 15.5% engagement and time spent effectiveness. was strongest for in-app video 15.3% ads Monday and Tuesday. 14.8% 13.9% 13.7% 13.5% 13.4% Sunday Monday Tuesday Wednesday Thursday Friday Saturday Performance Key: Above Q1 average Below Q1 average 0 is baseline (avg. performance) FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 20Source: VideoHub Internal Data
  • 21. Chapter 2: Digital and TV are Intertwined SPORTS CONTENT GENERATED A SIMILAR “DIGITAL EFFECT” Online sports content follows TV’s seasonality. 30%22.3% Football streams were highest 20.9% Soccer, football, and in January leading up to the basketball saw the greatest Super Bowl, while basketball percentage of viewers. streams steadily increased. 12.7% 15% 10.2% 9.0% 8.7% 6.6% 3.6% 1.0% 0.9% 0.1% 0% January February March Soccer Football Basketball Baseball Water Skateboarding Wrestling Auto Racing Boxing Bicycling Bodybuilding Baseball Basketball Soccer Football FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 21 Source: VideoHub Internal Data
  • 22. Chapter 3: Measuring What MattersMEASURE WHAT MATTERS: REACH IS ONLY HALF THE STORYAs digital consumption grows and technology accelerates, it’s critical that the ecosystemis effectively measured, audited, and valued to allow for the right innovation and theright investment. Knowing “which half ofGRPs + Digital Accountability = your advertising is working” In traditional TV’s mass consumption In digital, GRPs are the building blocks to environment, GRPs are a great way to understanding the relationship between understand your reach impact and SOV. reach and effective marketing. Negative Experience Clicked Engaged with Brand Skipped Positive Brand Completed Ad Experience FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 22Source: VideoHub Internal Data
  • 23. Chapter 3: Measuring What MattersCREATE EFFECTIVE REACH OPPORTUNITIES BY UNDERSTANDINGAND DEFINING A QUALITY VIEWING ENVIRONMENTPut aside proprietary algorithms for a moment and focus on the simple data that has been used for 50 years in TV.Was your ad seen? Unlike search and display which focuses the bottom of the funnel, branding requires differentmeasurement tools. TV doesn’t need viewability metrics, but digital screens aren’t static and can be moved at any time.The viewability of a digital ad must be measured to prevent foul play, rewarding quality content and illuminating the trueeffectiveness of video advertising. 40.0% 36% 36% of ads were delivered in large players and 10% 30% were delivered to extra large players during Q1. 20.0% 19% 10% 5% XL L M S XS 0% % of Reach FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 23Source: VideoHub Internal Data
  • 24. Chapter 3: Measuring What MattersMOVE PAST ABOVE OR BELOW THE FOLDDifferent web pages, different browsers, and different devices make it impossible to know if your ad is ever seen. ViewableAds, a part of VideoHub’s proprietary Player Position technology, allows publishers to enhance and expose their valuedcontent and advertisers to ensure their ads are in view. Using the right tools to align digital investment in quality brandingenvironments allows brands to be effective before trying to be efficient. March Results: Contrary to display, streaming video is showing BROWSER POSITION strong Viewability. Across 3.5 billion video ads and over 100 video publishers VideoHub found: Partially • 88% of video ads were fully visible. Viewable • 7% of video ads were partially obstructed. • 5% of video ads were never seen. 100% Viewable Tips for Quality Video Measurement Above the fold • Technology used to measure display cannot be repositioned for video. Below the fold • Seeing the location of the player requires advanced capabilities. Not Visible • Make sure you know the % of streams that were measured before Not Visible making optimization decisions. Don’t rely on small data samples. FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 24Source: VideoHub Internal Data
  • 25. Chapter 3: Measuring What Matters PLAYER SIZE AND ITS IMPACT ON PERFORMANCE Large player sizes are perceived to drive a better viewing experience. TV has followed that trend. However, the digital space is disrupting this preconceived notion. Small players, typically surrounded by articles, pictures, posts, etc., result in a very effective ad environment. The small screen doesn’t make ads “work better,” the difference is rather the lean forward and diverse environment. XL players saw strongest Small players saw the lowest Small players maximized Intent Completion rates levels of Engagement and Favorability100 10 40 7.6 50 100.0 0 1.3 20 -4.6 32.1 0 22.3 -42.4 -17.1 -71.4 -10 0 0.5 -6.8 -50 -100.0-100 -20 -20 XLarge Medium Large Small Large Medium Large Small Small Medium XLarge Large FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 25 Source: VideoHub Internal Data
  • 26. Chapter 3: Measuring What MattersCLIENT SPOTLIGHT: AUTOMOTIVEAlthough most video environments show strong results for Viewability, there’s confusion in the marketbetween in-stream and in-banner video. Both formats can be effective, however, there is very littlein-stream video content and it requires tools deep within the video player to be effectively measured.Always clarify if your video is in-banner or in-stream as the results can vary greatly. In-Stream Video In-Banner (300x250 unit) 100% Viewability: 92.74% 100% Viewability: 44.15% Partially Viewable: 6.7% Partially Viewable: 21.57% Non-Viewable: 0.56% Non-Viewable: 34.27% FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 26Source: VideoHub Internal Data
  • 27. Chapter 3: Measuring What MattersGET DATA IN REAL-TIME TO QUICKLY ADJUST AND FOCUS ONMEASURING WHAT MATTERS FOR CAMPAIGN EFFECTIVENESSVideo technology is advancing quickly, but that doesn’t have to be an industry pain point. Advertisers andpublishers can now seamlessly work together with accurate and real-time data to verify campaign effectiveness,eliminating the need to rework contracts and spend time reallocating media. Through VideoHub, this advertiser wasable to instantly recognize that its publisher partners were serving ads outside of their target, the United States. Video Advertiser: Delivery Outside March Activity U.S. (%) Video Property A 36.0% Video Property B 2.5% Video Property C 0.27% FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 27 Source: VideoHub Internal Data
  • 28. Chapter 3: Measuring What MattersKNOW EXACTLY WHEN YOUR REACH WORKSThe VideoHub platform has integrated Nielsen GRPs within our ad server and publisherproducts. A technology client was able to understand how online video was buildingincremental reach and, more importantly, the effectiveness of certain ratings across all Viewingtheir publisher partners and video placements. Quality NIELSEN ONLINE CAMPAIGN RATINGS: Q1 2012 Third Party Cookie Data* Engagement Rate 85% Ratings Effective (Delivery) 3.21% 4.5 GRP Brand Lift A18-44 41 sec Engaged Time Spent • Campaign drove 4.5 GRPs against the A18-44 target, reaching ~ 2% of their addressable audience with an avg. frequency of 2x. • Delivered 4.3 GRPs against their target A25-34. • Male and female viewers equally engaged, older (35-49) over indexed vs. younger viewers. • Brand Lift: Both men and women were shifted as a result of the campaign, but women had a higher baseline. FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 28 * VideoHub has integrated Nielsen Online Campaign Ratings across the Platform allowing clients to access GRPs in real time on a daily basis. VideoHub also provides Source: VideoHub Internal Data clients with an understanding of how various audiences responded to their video ads via third party cookie data. Note: Third party cookie data is not provided by Nielsen.
  • 29. Chapter 3: Measuring What MattersKNOW EXACTLY WHEN IT DOESN’T WORKA CPG Brand who intended to reach and engage women, found that a repurposed TV commercialwas seeing a high drop off from women relative to men. NIELSEN ONLINE CAMPAIGN Third Party Cookie Data* RATINGS: Q1 2012 The campaign target was moms (W35-54), but older female audiences were dropping off from the ad and there was a higher concentration of ads served to younger females. Interestingly, both men and women 18-34 were responsive to the ad, particularly those who were fans of pet and family content. * VideoHub has integrated Nielsen Online Campaign Ratings across the Platform allowing clients to access GRPs in real time on a daily basis. VideoHub also provides clients with an understanding of how various audiences responded to their video ads via third party cookie data. Note: Third party cookie data is not provided by Nielsen. FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 29 Source: VideoHub Internal Data
  • 30. Chapter 3: Measuring What MattersMAKE IT SCALEABLEThe value of data is diminished if it can’t be scaled or repeated. Baseline reach and frequency are critical tobrand building, and the digital screen can be used to automatically shift a higher percentage of your R/F intomore effective areas. This technology brand found an opportunity to improve brand lift by shifting their reachto the time of day when their effectiveness was maximized. Effectiveness Reach Optimization Shifting a small percentage of your scheduled reach can allow you to maintain your reach goals plus deliver more effective ratings. 3am 10pm 6am - 5pm Average Improving Brand Lift over Time 3.21% lift FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 30 Source: VideoHub Internal Data
  • 31. Chapter 3: Measuring What MattersMOVE GRPS TO ACCOUNT FOR THE OPTIMAL FREQUENCYWhat effect is your ads’ frequency having on your brand? Understanding the frequency needed to drivecertain viewer actions and impact brand health is critical to building the most effective media mix. If thisadvertiser’s goal is CTR, capping their frequency at 1x could help them save wasted impressions. Reach Distribution by Frequency 1x Maximized CTR K 6-8x 2-3x Maximized Maximized Brand Lift Engagement K K K K K K K K K K 1X 2X 3X 4X 5X 6X 7X 8X 9X 10X 11+ Did you know: The majority of digital video campaigns include 5-10 video partners, yet they typically only reach viewers 1x. FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 31 Source: VideoHub Internal Data
  • 32. Chapter 3: Measuring What MattersSUMMARY: DIGITAL PERFORMANCE GOES BEYOND REACHTo be most effective with your video campaign, know exactly what affects your performance goals. 100 Brand Performance Completion Rate 75 CTR Engagement Rate 50 25 0 th er y cy ize ory e e k O ay on s tor hic ee yp p GE ng sh en fD Ty pti rS teg rT fW His rap bli Le qu um eo OS ye se Ca Pu yo Fre g nt w Pla ns Tim ow mo Vie nte nt Da Co Br nte De Co eo eo Co Vid Vid FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 32 Source: VideoHub Internal Data
  • 33. VideoHub Performance Replay: Q1 2012ABOUT VIDEOHUB ENTERPRISE PLATFORMVideoHub is a first of its kind end-to-end analytics and ad management platform built exclusively for video.The technology helps marketers, agencies and publishers monitor and monetize the complex videoecosystem by dynamically matching content and viewers, delivering on marketing goals, and maximizingbrand impact.VideoHub brings an unmatched level of accountability and transparency to video advertising.The technology continuously monitors 14+ critical variables that affect ad performance and adjustsdelivery – in real time – based on billions of data points. Clients have unfettered access to consumptionand ad performance data that did not exist before, combining the massive reach required to driveTV-like awareness for brands, with the ability to drive middle-funnel metrics like perception, consideration,and intent.VideoHub, built from the ground up for brand marketing, enables you to understand why your advertisingworks, or doesnt work. We believe effectiveness always trumps efficiency and provide this information tohelp make online video truly actionable and profitable. We’re excited for the opportunity to share what weare doing each day, bringing transparency and accountability to brand marketing with video.Please contact us at Support@VideoHub.tv with any questions or for more information about this report. FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012 33Source: VideoHub Internal Data
  • 34. PERFORMANCE REPLAYREPORT: Q1 2012 FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012