Video hub: Video Performance replay q1 2012

PERFORMANCE REPLAY
REPORT: Q1 2012

FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012

VideoHub Performance Replay: Q1 2012
Q1 2012 CONTINUES TO ESTABLISH THE DIGITAL
SCREEN AS A POWERHOUSE FOR BRAND ADVERTISING
Q1 EXECUTIVE SUMMARY In this report, we’ll present insights into the unique
Through transparency, the right data, and better tools, qualities of the digital video landscape and how
the digital screen has started to materialize in ways that traditional video ads are fitting into a new era of
were never thought possible. Looking through the deep content consumption.
lens of the VideoHub platform, we’ve begun to piece
together 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 requires
device, screen, or “show.” understanding the differences between digital and
traditional consumption. Although digital is another
However, digital isn’t just one more screen for incremental screen, consumption and behaviors vary drastically
ratings. The big breakthrough is the level of accountability from traditional viewing and strategizing within their
digital 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 make
This new unfettered access to robust, relevant, and a significant impact on how and what consumers
actionable data is enabling marketers to take their brand watch online.
strategies to new levels. The digital space has traditionally
shied away from transparency, but opening the black box • Digital video is more measurable than the traditional
has resulted in a brand-side view into the promise of screen, making measuring what matters for brand
digital advertising, taking digital marketing up the funnel. marketers even more critical. Focusing on measurement
that is scalable and cohesive will maximize effectiveness
for brands.


2
Source: VideoHub Internal Data

About Our Data
VIDEOHUB’S DEEP FOOTPRINT
Powering billions of streams every month, VideoHub is a powerhouse of knowledge. Through our end-to-end
technology footprint, we’ve gained unprecedented insight into the relationship between ads, viewers, and
content. This report provides a snapshot of our findings across the multitude of video and viewer signals
driving brand advertising performance and digital consumption trends. Below are the 14 signals VideoHub
tracks 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
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

Chapter 1: Digital Viewing is Different
Unlike 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 traditional
TV 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


4

DAYPART IS NOT A SIGNIFICANT RATINGS DRIVER
Digital viewing doesn’t exhibit the concentrated daypart spikes exhibited in TV viewing and is more
evenly distributed throughout the day. In Q1 2012, the highest overall stream volumes were between
12:00pm-4:00pm, but a given hour never exceeded a 6% overall share. This varied from Q4 2011, when
stream 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


5

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
8.2
Average 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


6

DAYPART MATTERS FOR THE EFFECTIVENESS OF YOUR AD
During Q1, VideoHub for Advertisers found on average that brand health was strongest during the
afternoon hours (the same time that streaming was highest). Viewers, however, were less likely to
drop 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)


7

SHORTER CONTENT IS MORE UNIVERSALLY POPULAR
Digital viewership is largely dictated by consumers individual preferences and personal schedules
and 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


8

VIEWERS ARE ACCEPTING COMMERCIALS FOR “VALUED” CONTENT
Whether the :15 or :30 second TV commercial is the most effective format is debatable. However, consumers
are accepting these commercials into their experience. The drop-off rate for digital content is slightly lower
when an ad is inserted prior to short-form, rather than long-form content.

Long-form content sees
Pre-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


9

VIEWERS ARE MORE LIKELY TO INTERACT WITH
ADS WHILE WATCHING SHORT-FORM VIDEO
Q1 Ad Benchmarks: Content Length

For 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



10

LOCATION IMPACTS DIGITAL VIEWING
Consumption is on the rise in all locations, but online and mobile video have
different 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


11

IN ADDITION TO VIEWERSHIP, AUDIENCE RESPONSE
AND AD EFFECTIVENESS IS IMPACTED BY LOCATION
Laredo 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


12

CLIENT SPOTLIGHT: MOVIE PREMIERE
Leading up to its March premiere, viewers were most likely to actively engage with the commercial to
watch the extended trailer between 6:00am-1:00pm. Viewers that engaged watched for an average of 42
seconds 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 - 11pm



13

CLIENT SPOTLIGHT: MOVIE PREMIERE
In addition to the impact of daypart, more viewers opted to engage with the extended trailer while
consuming short-form video content. Passive ad completions were strongest when viewers watched
long-form content.

Engagement was highest Completions were highest
in short-form content. in long-form content.



14

Chapter 2: Digital and TV are Intertwined
TV SEASONALITY IMPACTS DIGITAL RATINGS
As Q1 progressed and TV season restarted, digital consumption saw a higher share around
primetime 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


15

AS VIEWERSHIP SHIFTED TOWARD PRIMETIME,
ENTERTAINMENT, CELEBRITY, AND TV STREAMS
BECAME MORE POPULAR
60%

58%

55%
53%

47%

45%

40%
January February March

Entertainment, celebrity, and TV streams


16

MARCH SAW MID-WEEK VIEWERSHIP RISE IN POPULARITY
Overall in Q1, reach peaked on Fridays and throughout the weekends. In March, however, reach
shifted towards mid-week in sync with TV show premieres.

Online Unique Reach: Q1 2012 Mobile Unique Reach: Q1 2012

16.00%
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


17

DAY OF WEEK’S INFLUENCE ON COMPLETIONS AND CTR
In addition to overall digital viewership spiking on Fridays during Q1, viewers were also more likely to complete
video ads on Fridays. This supports the idea that ads are acceptable during popular viewing hours. The day of
week, 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.



18

CLIENT SPOTLIGHT: CONSUMER PACKAGED GOODS
Does Day of Week affect brand health? Unlike direct response, branding is specific to each marketer and
the product goals or market maturity. There is not one solution for all branding needs. Within the CPG
vertical, 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 Mondays



19

CLIENT SPOTLIGHT: TRAVEL
In Q1, weekends provided the greatest reach opportunity for in-app video ads. However, a travel brand
found mobile reach was more effective during less popular consumption hours. At the beginning of the
week, 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)


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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


21

Chapter 3: Measuring What Matters
MEASURE WHAT MATTERS: REACH IS ONLY HALF THE STORY
As digital consumption grows and technology accelerates, it’s critical that the ecosystem
is effectively measured, audited, and valued to allow for the right innovation and the
right investment.

Knowing “which half of
GRPs + 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


22

CREATE EFFECTIVE REACH OPPORTUNITIES BY UNDERSTANDING
AND DEFINING A QUALITY VIEWING ENVIRONMENT
Put 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 different
measurement 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 true
effectiveness 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


23

MOVE PAST ABOVE OR BELOW THE FOLD
Different web pages, different browsers, and different devices make it impossible to know if your ad is ever seen. Viewable
Ads, a part of VideoHub’s proprietary Player Position technology, allows publishers to enhance and expose their valued
content and advertisers to ensure their ads are in view. Using the right tools to align digital investment in quality branding
environments 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.


24

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 Favorability

100 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


25

CLIENT SPOTLIGHT: AUTOMOTIVE
Although most video environments show strong results for Viewability, there’s confusion in the market
between in-stream and in-banner video. Both formats can be effective, however, there is very little
in-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%


26

GET DATA IN REAL-TIME TO QUICKLY ADJUST AND FOCUS ON
MEASURING WHAT MATTERS FOR CAMPAIGN EFFECTIVENESS
Video technology is advancing quickly, but that doesn’t have to be an industry pain point. Advertisers and
publishers 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 was
able 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%


27

KNOW EXACTLY WHEN YOUR REACH WORKS
The VideoHub platform has integrated Nielsen GRPs within our ad server and publisher
products. A technology client was able to understand how online video was building
incremental reach and, more importantly, the effectiveness of certain ratings across all Viewing
their 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.


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.

KNOW EXACTLY WHEN IT DOESN’T WORK
A CPG Brand who intended to reach and engage women, found that a repurposed TV commercial
was 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.


29

MAKE IT SCALEABLE
The value of data is diminished if it can’t be scaled or repeated. Baseline reach and frequency are critical to
brand building, and the digital screen can be used to automatically shift a higher percentage of your R/F into
more effective areas. This technology brand found an opportunity to improve brand lift by shifting their reach
to 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


30

MOVE GRPS TO ACCOUNT FOR THE OPTIMAL FREQUENCY
What effect is your ads’ frequency having on your brand? Understanding the frequency needed to drive
certain viewer actions and impact brand health is critical to building the most effective media mix. If this
advertiser’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.


31

SUMMARY: DIGITAL PERFORMANCE GOES BEYOND REACH
To 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

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VideoHub Performance Replay: Q1 2012
ABOUT VIDEOHUB ENTERPRISE PLATFORM
VideoHub 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 video
ecosystem by dynamically matching content and viewers, delivering on marketing goals, and maximizing
brand 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 adjusts
delivery – in real time – based on billions of data points. Clients have unfettered access to consumption
and ad performance data that did not exist before, combining the massive reach required to drive
TV-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 advertising
works, or doesn't work. We believe effectiveness always trumps efficiency and provide this information to
help make online video truly actionable and profitable. We’re excited for the opportunity to share what we
are 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.


33

Video hub: Video Performance replay q1 2012

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