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Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
Eyeblaster  Analytics  Bulleting  Online Video
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Eyeblaster Analytics Bulleting Online Video

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  • 1. Eyeblaster Research Analytics Bulletin Online Video Advertising: Doubles Engagement, Boosts ROI November 2009
  • 2. Highlights • Video growth has outpaced Rich Media growth by 60% in the last three and a half years. • Video increases Dwell Rate by 20% and doubles Dwell Time. • The ROI on video ads is double that of non-video Rich Media ads. • Video outperforms in the news, sports, music and finance sections and lags in social networks and games environments. • Rollover user-initiated video performs best, followed by auto-initiated video; click user-initiated performs worst. • Weekdays from 9am to 5pm is users’ preferred time to watch In-Banner and Floating video ads. • An increase of video length by five seconds reduces Video Fully Played rate by 2.8%, on average.
  • 3. Video Best Practices In-Stream • Short online content videos should have short In-Stream ads, while full shows and movies can have longer In-Stream ads. • In-Stream ads have a very high Video Fully Played Rate, and therefore the main point of the ad can be presented at the end. General • In-Stream is a sound-on environment. Ads can rely on sound as a part of the brand experience. • In-Stream ads especially increase upper funnel attributes such as unaided brand awareness and online ad awareness. In-Banner and Floating • Typically,In-Banner and Floating video ads’ experience is comprised of two stages: First, advertisers need to draw users’ attention to the video; then, users should be drawn to play, turn sound on, or engage with the silent video. • Combining interactive features and placing users in the middle of the experience may increase Dwell Rate and Dwell Time. • In-Banner and Floating ads are typically sound-off environments; users rarely un-mute or may keep their speakers turned off. Ads should not rely on sound to make the point, and can use text to subtitles to augment video. General • Longer videos tend to have lower Video Fully Played Rate, and therefore should make their point clear from the start. • In some environments, starting videos with sound turned on with very low volume increases Dwell Rate without reducing Video Fully Played Rate. • In-Banner and Floating ads positively impact especially lower funnel image and persuasion metrics such as brand favorability and intent to purchase. • Weekdays from 9am to 5pm, during office hours, is users’ preferred time to watch In-Banner and Floating video ads. • Add a “teaser” video on the pre-expanded ad or a clear call to action. The “teaser” video can be lightweight and invite the user to engage. Expandable • Use Expandable Banners for video campaigns that require ample space for the brand, Banners as they expand after a user interaction, such as a click or a rollover. • Expandable Banners are a good fit for campaigns with longer marketing messages, as they maintain attention for longer. • Can be used with user-initiated and auto-initiated video. • In the auto-initiated case, the video in Polite Banner is exposed to the user at first Polite Banners glance, but without sound. • If sound is turned off by default, use a clear “sound on” call to action and make sure that the point is clear without sound. • Can be used with repurposed TV ads in implementations such as Eyeblaster TV. Floating Ads • Exceptional in gaining users’ attention. • Typically maintain attention for a short duration of time.
  • 4. Online Video Advertising: Doubles Engagement, Boosts ROI Table of contents Executive Summary ....................................................................................5 The evolution of online video .....................................................................7 Impression growth ....................................................................................7 Online video capabilities ...........................................................................8 Video and branding ..................................................................................9 Online video measurement .......................................................................9 Video and Rich Media ...................................................................................10 Comparing results ...................................................................................11 Video best practices ....................................................................................12 Video and formats ..................................................................................12 Video and section/environement ............................................................13 Video by hour of day ...............................................................................14 Initiation methods ..................................................................................15 Video and sound ...................................................................................16 Call to action ...........................................................................................18 Video length ............................................................................................18 Regional differences ................................................................................19 Summary ....................................................................................................20 Glossary....................................................................................................21
  • 5. Online Video Advertising: Doubles Engagement, Boosts ROI Executive Summary Adding video to your online campaign can significantly improve your marketing results. Marketers are responding in kind with a larger slice of their advertising budgets. What makes online video advertising so successful? What can make your video campaign even better? In this in-depth bulletin, based on the knowledge accumulated at Eyeblaster from serving a large portion of the online video campaigns worldwide, we share our insights. Online video advertising can be delivered in many forms. Browsers, desktop applications, mobile phones, portable players, IPTV devices and even outdoor billboards deliver online video advertising. In this research we will focus on three formats – In-Banner, Floating and In-Stream video advertising. 5 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 6. Online Video Advertising: Doubles Engagement, Boosts ROI Executive Summary Online video advertising spending is projected to Within Expandable Banners, Polite Banners and Floating quadruple in the next four years. In the last four years, Ads, creative decisions may have a significant impact Eyeblaster has seen a tenfold growth in video impressions. on results. Auto-initiated video has the highest start rate In addition, at the same period, video impressions have followed by user-initiated rollover and click. however, climbed 60% faster than Rich Media Impressions. This in auto-initiated video, it is hard to infer on the level of overwhelming growth is facilitated by the strong branding attention while the video ad is played, as the user does powers of online video, the increase in time spent online not have to take any action if watching the ad while muted. and the displacement of TV viewing with video viewing Dwell Rate is highest for rollover user-initiated videos, while across other devices. auto-initiated comes only second. Click user-initiated video is both low on Video Started Rate and on Dwell Rate. Video boosts the performance of ads, compared to creatives with no video. Particularly, in In-Banner and Floating ads, video doubles Dwell Time, and depending on Online video advertising spending ad format, significantly increases Dwell Rate. Campaigns based on video require fewer exposures to reach the same in the US is projected to grow Dwell Time and Dwell Rate as campaigns without video. For In-Stream video ads, panel based market research from $1.1 billion in 2009 to $4.1 suggests that online video advertising is superior to TV advertising in advancing consumers down the purchase billion in 2013 – quadrupling in funnel. Online video is also a smart financial choice. Slightly higher cost and a dramatic increase in Dwell yields four years 200% incremental return on investment on video, as The vast majority of the auto-initiated and rollover user- compared to non-video Rich Media. initiated videos start with sound turned off by default due Viewing habits of online video ads are notably different to strict publishers’ rules. Videos with sound turned off by from those of TV spots. A significant portion of In-Banner default play for longer, compared to ads with sound on, as and Floating video ads is watched while at the office users feel less compelled to click on the stop button. during weekdays; however, during weekends, users watch Relatively few users un-mute video ads. When looking at un- video ads evenly throughout the day. mute rate out of total video impressions with sound off, auto- For In-Stream video ads, the length of the ad is dependent initiated video has the highest rate, following its high video on the length of the video content. For In-Banner and start rate. Click user-initiated video maintains users’ attention Floating ads, different video formats coincide with for longer with sound turned on by default, as these users different marketing objectives. Expandable video banners were interested in watching to begin with. All user-initiated increase the space for the brand and work well with longer videos perform significantly better with a clear call to action. and more complex messages, as they maintain longer For In-Banner and Floating video ads, the video length attention span. In Polite video banners, auto-initiated video does tend to be short – yet, the 30-second video is still can allure users’ attention from the publisher’s content. the most widely used, closely followed by the 15-second. Floating ads are successful in drawing users to engage, An analysis of the influence of length on Video Fully Played but typically for a shorter duration. Rate indicates that longer videos have higher attrition Users are more likely to engage with an ad and to play rates, as fewer users play the ad in full. a larger portion of the video in the news, sports, music Overall, online video advertising is now at its tipping point and finance sections. Social networking and games and is bound to take a center stage. With such an array environments tend to have lower Dwell Rate and lower of creative possibilities, online video has a steep learning Video Fully Played Rate. curve. Marketers and advertisers should master it now, as sufficient experience may be the difference between a blockbuster and a flop. 6 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 7. Online Video Advertising: Doubles Engagement, Boosts ROI Beyond TV’s While online video advertising sums to only a fraction of total advertising spending, it is projected to grow rapidly. eMarketer projects that online video advertising spending in Second Fiddle the US, the world’s biggest advertising market, will grow from $1.1 billion in 2009 to $4.1 billion in 2013 – quadrupaling in four years3. In the UK, online advertising spending, including Superfast growth video, rich media, display and search, has already surpassed TV spending in the first six months of 20094. In 1895 the Lumière brothers played one of the first videos in history. The film, lasting only 50 seconds, showed a train Chart 1: Growth in Video and Non Video Rich arriving to the train station at La Ciotat, a serene town in Media Impressions 2006-2009 southern France. When the film was first publically shown, the audience was so overwhelmed by the moving image of a life- size train advancing directly towards them that they rushed to Video 1000% the back of the room, trying to avoid being run over. Impression Growth nearly 115 years later, audiences respond more mildly to 2009 2008 moving pictures; nevertheless, video has remained one of 500% 2006 the most engaging forms of media. Studies in the field of 2007 Non-Video Psychology have shown that the combination of senses 0% creates greater retention and brand recall. It has been Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 estimated that people retain only 10% of what they read, 20% of what they hear, and 30% of what they see. When note: 2006 impressions indexed at 100%. Source: Eyeblaster Research. these senses are combined, however, retention takes a Data: 2006-2009 dramatic leap forward. Those same estimates say that when someone hears and sees, retention jumps to 50%. Delivering The growth of online video advertising is staggering. video online provides another benefit – interactivity and touch. Eyeblaster has seen a remarkable increase in usage of Stimulating retention by combining interactivity has shown to video in online advertising. From the beginning of 2006 to increase retention to 70% and in some cases up to 90%1. Q2 2009, video impressions have increased over tenfold Video has come a long way since these first experiments in worldwide and over seven times in the US market. France. In the early days, it was mostly played in cinemas; Furthermore, online video advertising outpaces even the before the end of the last century, it was viewed on TV. growth of Rich Media. From 2006 to Q2 2009, Rich Media nowadays, video can be delivered via an array of devices impressions containing video grew 60% faster than Rich from computers and media centers through mobile phones Media impressions that do not contain video. nowadays, to billboards. Far from the low quality image of the past, 35% of Rich Media impressions contain video. faster broadband connection, WiMax, and 4G, combined with better compression algorithms have transformed online Rich Media and video advertising demonstrate seasonality. video quality to match the quality of TV, and in some cases Each year, strong growth in Q2, Q3 and particularly in Q4 of hDTV. is followed by a decline in Q1 of the following year. This cyclicality is more pronounced in video than in Rich Media. Online video advertising is also changing in the way in Q1 2009 has witnessed an unusually sharp decline in Rich which it is consumed. Media center computers and online Media and video impressions due to the economic turmoil. videos are moving from the home office to the living room. however, in Q2 2009, when the economic forecasts became eMarketer projects that while in 2008, 98.4% of the video less gloomy, it experienced a strong rebound. With the world content was delivered via TVs, this share is expected to drop economy driving out of recession, Eyeblaster Research to 38.5% in 2013, where the remainder of videos will be expects this rebound to continue. delivered via computers2. 1 US naval Education & Training Command. Navy Instructor Manual. August 1992, p. 25. Available at: http://www.mysdcc.sdccd.edu/nAVEDTRA%20134.pdf 2 hallerman, David. Digital Video Advertising: Where’s the Money? eMarketer. August 2009. 3 Ibid. 4 Sandler, Kathy. Web Ad Sales In Britain Overtake TV. The Wall Street Journal. September 30 2009. 7 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 8. Online Video Advertising: Doubles Engagement, Boosts ROI Enhanced capabilities The level of advertiser control over users’ attention is highly Video Focus: dependent on the environment. Cinema is an example of an environment with relatively high control over users’ attention. HD Video Ads Users are in a dark room, with loud sound, and are unable It cannot get more engaging – full screen, high definition to leave or speak to each other. video with a pair of eyes only one foot from the monitor. TV and In-Stream are examples of intermediate control. In hD Video banners deliver an unparalleled experience live TV and In-Stream, users cannot skip the commercial, with the brand. highly utilized in the entertainment but they can leave the room, read the newspaper, or engage industry, and particularly in new movie launches, hD in a conversation. With newspapers, In-Banner and Floating Video banners can transform an In-Banner and Floating ads, advertisers have a relatively low control over users’ video to a theatrical event. attention. Users focus on the publisher’s content, and it is The brilliance of hD video lays in its ability to engage the advertiser’s job to allure their attention from the content users step by step. Typically, the ad starts as a regular to the ad. video; users can then expand the panel to view a full The environment makes In-Banner and Floating video screen hD version. In some cases, an Expandable different from TV spots and from In-Stream. In-Banner and Banner expands to play a regular video, and then users Floating video ads’ experience is comprised of two stages. expand to the hD version. Thus, this format ensures First, advertisers need to draw users’ attention to the video. that users who are interested in a closer interaction with Then, users should be compelled to choose to have a the brand will receive the best video experience there deeper experience with the brand, by playing the video, or is, while others will be shown a regular video. The main in auto-initiated video by turning the sound on. In In-Stream, challenge for advertisers is to attract users to activate the audience is more captive and has to watch the ad before the full screen hD video. the content starts. Therefore, In-Stream may work with linear In terms of performance, hD video exceeds regular footage, while with In-Banner and Floating ads, advertisers video ads in both start rate and videos fully played rate. need to work harder and combine interactive features. In fact, hD videos start rate is over 40% compared to At present, online advertising still tends to use ads with 30% for other video ads; its fully played rate reaches linear stories such as repurposed TV ads; these do not take nearly 60%. Dwell Rate jumps from 8% to 10% – 25% advantage of the full interactive capabilities of online video. increase for hD video. It took TV advertising decades to evolve to the levels of sophistication that it currently has. The evolution of online HD Video Performance video advertising is happening much faster with new and more effective features being developed every year. 40% 10% 30% 40% 20% 5% 20% 10% 0% 0% 0% Video Started Rate Video Fully Played Rate Dwell Rate HD Video Other Source: Eyeblaster Research. Data: Q4 ‘08 to Q3 ‘09 Creative examples for HD Video ads can be found on the Creative Zone: creativezone.eyeblaster.com 8 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 9. Online Video Advertising: Doubles Engagement, Boosts ROI Video and Branding video content; either on short clips or on full shows and movies. With more video content watched online, In-Stream Video is an adaptation of the 30 second TV spot to online Using video, marketers can quickly convey sophisticated video broadcasting sites like youTube and hulu. One of the ideas, tell a coherent story and persuade customers to advantages of In-Stream is that it delivers fewer ads per identify with their brand message. Video ads on TV were pod, compared to traditional TV – gaining more attention for the enablers of the creation of big powerful brands that each ad. customers are willing to pay a premium for. now, as video is moving online, online video advertising will help them to stay. Online also changes branding, as consumers no longer take No more guesswork advertisers messages at face value. The power of online video stems from its ability to provide more information to The measurability of online video advertising offers a great users in an interactive manner. advantage to advertisers. While offline television advertising is measured by eyeballs extrapolated from a panel, online video Online video is an unparalleled branding tool. As a lean offers a robust set of metrics that are based on the actual forward experience rather than a lean back on the sofa behavior collected from cookies on browsers. These metrics experience, it provides enhanced levels of engagement. In calculate not only the number of unique browsers but also the terms of size, when the video is watched full screen, even level of interaction and what portion of the video was played. a 14’’ laptop screen on your lap, one foot away, can look bigger than a 32’’ flat screen TV on the other side of the The accurate measurement of online video advertising offers living room, 10 feet away. Touch and interactivity add more advertisers knowledge on their audience that is unimagined depth to the experience with online video and can place the offline. Offline measurements, for example, do not measure user in the middle of the ad rather than as a bystander. how many people took a bathroom break or just read a book, while sophisticated online ad serving systems track A Millward Brown and Dynamic exactly how many videos were touched, interacted with, played only half way through, and how many videos were Logic survey has found that only played in full. All of these metrics are reported in real time. 21% of the people watching DVR The added benefit from real-time accurate measurement playback and 30% of people is that advertisers can gauge on ad and publisher’s effectiveness and optimize their campaign. Online allows watching TV airtime pay attention advertisers to easily compare ads and publishers head to to commercials, compared to head and see which provides a better value. 46% of people watching In- Panel based advertising research has a long 90-year history, since Arthur nielsen first opened shop in 1920. Therefore, Stream video ads online marketers feel confident that terms like lift in brand awareness and intent to purchase are going to convert to Three parallel processes facilitate the growth of video more dollars at the cash register at the end of the day. While advertising online. People spend more time online at the online metrics do a good job of measuring online behavior, expense of TV viewing time; TV viewing is being displaced the inability to directly link between users’ online activity and by video viewing across different devices, from computers their offline and sometimes online purchasing behavior limits to cell phones; and TV viewers and users of DVR systems the adoption of online metrics by marketers. like TiVo fast forward TV ads. A MillwardBrown and Dynamic With knowledge on users activity online, panel data Logic survey has found that only 21% of the people becomes more powerful as a point of reference, linking watching DVR playback and 30% of people watching TV online activity and offline behavior. Advertising research airtime pay attention to commercials, compared to 46% of companies like comScore, Dynamic Logic and nielsen are people watching In-Stream video ads online5. providing valuable research that correlate between users’ In-Stream, In-Banner and Floating video serve different online behavior, and their behavior at the supermarket environments. In-Banner and Floating video ads reach aisle. When measuring campaigns’ performance, online consumers while they shop online, IM, communicate by measurements such as Dwell Rate, Dwell Time and email and social networks or browse for information or Interaction Rate complement offline measurement such as entertainment. In-Stream video ads reach viewers of online unaided awareness and intent to purchase. 5 Millward Brown and Dynamic Logic. Integrating online video advertising into the marketing mix. Available at: http://www.dynamiclogic.com/na/ research/whitepapers/docs/MB_KnowledgePoint_OnlineVideo.pdf 9 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 10. Online Video Advertising: Doubles Engagement, Boosts ROI Adding a Flare to A close look at the results of billions of impressions served by Eyeblaster in the past year shows why video makes such a superb advertising tool. Adding video to a Rich Media ad your Campaign doubles the amount of time that the average user spends with it, as measured by Dwell Time. In addition, users are more likely to engage with an ad in the first place, as evident higher results from the higher Dwell Time. Interactivity is a key component of online advertising measurement; evidence here shows that One of the engines behind the growth of online video consumers are more willing to both engage and maintain advertising is its success in retaining users’ attention for interest in the brand’s message, when ads contain video. a longer period of time and in leaving a lasting impact. Advertisers should avoid looking at online advertising as Chart 3: Performance of Polite and Expandable a purely direct marketing tool, judging success with direct Banners with and without Video marketing measurement such as clicks. This approach misses much of what online video advertising is all about – Expandable Banner Polite Banner conveying branding messages. 10% 60 10% 60 In this research, we use several metrics to measure the success of online video. For In-Banner and Floating ads, 40 40 5% 5% Eyeblaster’s proprietary Dwell metrics are used to measure 20 20 the level of engagement with ads containing video as compared to the level of engagement with ads that do not 0% 0 0% 0 contain video. Dwell Rate measures how many impressions Dwell Rate Average Dwell Time (Sec) Dwell Rate Average Dwell Time (Sec) were intentionally engaged with by users out of total Video No Video impressions. Average Dwell Time measures the average duration that ads were dwelled upon. Source: Eyeblaster Research. Data: Q4 ‘08 to Q3 ‘09 In addition to the Dwell Metrics, to compare video ads head to head, this research uses specific video metrics: Video Furthermore, examining the results of the two most popular Started Rate measures how many videos have started out Rich Media banner formats reveals the true potential of video of total impressions; Video Fully Played Rate measures how in providing engagement. Adding video to Polite Banners many of the videos that have started played fully. Video Fully increases Dwell Rate by 50%, on average. In Polite Banners, Played Rate is consequential for branding as it measures in cases of auto-initiated video, the video is exposed to the the portion of videos that were able to convey their full users at first glance. Typically, even in user-initiated video, marketing message. Other metrics that were used are Video the user can visibly notice that the ad contains video. Length, which measures the length of the video of the ad, In Expandable Banners, on the other hand, the video is and Average Video Duration, which measures the average usually hidden behind the expanding panel and users are duration of the video that was actually played. not aware of it until they roll over or click on the ad. From the user’s point of view, Expandable Banners with hidden video Chart 2: Performance of Rich Media with look like ads without video, and therefore get the same level and without Video of attention between ads with and without video. 60 To increase Dwell Rate, it is a good practice to put a “teaser” 8% video on the pre-expanded ad. The “teaser” video can be 6% 40 lightweight and invite the users to engage. Also, using a clear call to action makes video easily accessible to users 4% 20 after expansion increases the rate of videos played (more 2% details about call to action are coming). 0% 0 Dwell Rate Average Dwell Time (Sec) Video No Video Source: Eyeblaster Research. Data: Q4 ‘08 to Q3 ‘09 10 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 11. Online Video Advertising: Doubles Engagement, Boosts ROI Overall, online video advertising does a very good job of These results are even more pronounced when it comes attracting and maintaining attention across all formats, and it to Dwell Time. On average, users need almost three is excellent at retaining attention. More people engage with more exposures of ads from campaigns without video to video ads, and when the video plays, they stay for longer. accumulate the same Dwell Time gained from campaigns based solely on video. At any frequency of exposure, Online video is also a smart financial choice. Video costs campaigns that are based on video have higher Dwell Rate on average 20% more than non-video rich media6. The and Dwell Time than campaigns without video. benefit is 25% incremental increase in Dwell Time and 100% incremental increase in Dwell Rate. That yields 200% return This is yet another indication that In-Banner and Floating on investment on video, as compared to non-video Rich video delivers a significantly higher ROI for advertisers. With Media7. slightly higher cost, advertisers obtain the same Dwell Rate level and save one impression on average. In addition, they accumulate more of users’ time as if they increase frequency Chart 4: Dwell by Frequency of Exposure by three impressions. For video ads, the increased engagement in terms of Dwell 30% Rate and longer Dwell Time translates into higher marketing Cumulative Dwell Rate 20% effectiveness. A Dynamic Logic research indicates that video 10% ads are the most noticeable online ad format, generating 0% an increase in all funnel effectiveness metrics. According to the study, ads with video generated an increase of 18 300 percentage points in online ad awareness – 10.1 points Cumulative Dwell Time 200 above an index of online ads. In addition, video ads scored 100 higher on aided brand awareness, message association, 0 brand favorability and purchase intent8. Frequency of 1 Frequency of 2 Frequency of 3 Frequency of 4 Frequency of 5 Exposure Exposures Exposures Exposures Exposures In-Banner and Floating video ads are clearly superior to Campaigns with Video Campaigns without Video In-Banner and Floating ads without video. What about In-Stream Video? A two year-research by MillwardBrown Source: Eyeblaster Research. Data: Q3 ‘08 to Q2 ‘09, north America and Dynamic Logic indicates that spending time with an ad while watching a program online has a greater effect on total An examination of users’ behavior by frequency of exposure brand communication awareness as compared with regular shows that campaigns that are based on video advertising TV advertising. The research indicates that the incremental achieve better results with fewer exposures, as compared awareness between people who viewed an ad once on to campaigns that are based on Rich Media without video. TV and the control group is 10% compared with 38% For example, users who were exposed three times to an ad for online video ads. Ad recall was also four times higher in a campaign without video have the same Dwell Rate as among viewers of online ads. The researchers attribute users that were exposed only twice to a campaign based this overwhelming increase in awareness to users’ higher exclusively on video advertising. engagement with online media, and the tendency for fewer ads per pod online as compared to TV9. Users need almost three more exposures of ads from campaigns without video to accumulate the same Dwell Time gained from campaigns based solely on video. 6 Based on serving cost and media cost, derived from a sample of publishers surveyed by Eyeblaster Research. Publishers’ incremental fee for video over Rich Media may vary. 7 The benefit of video is 2.5 times that of regular rich media, while the cost is 1.2 times. Overall ROI (benefit/cost) is 200%. 8 Dynamic Logic. Beyond the Click. Enhancing the TV-like Power of Video Ads on the Web. november 2006. Available at: http://www.dynamiclogic.com/na/research/btc/beyond_the_click_nov2006.html 9 Millward Brown and Dynamic Logic. Integrating online video advertising into the marketing mix. 11 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 12. Online Video Advertising: Doubles Engagement, Boosts ROI Tell me how! attributes such as unaided brand awareness and online ad awareness. In-Banner and Floating ads are more successful in positively impacting lower funnel image and persuasion Online video advertising delivers a wealth of creative metrics such as brand favorability and intent to purchase10. possibilities to craft an ad, the most important of which is interactivity – placing the user in the center of the ad. Chart 6: Performance of Banners and Floating Advertisers can choose not only multiple ad formats, but also Ads with Video the ad’s length, initiation method, turning the sound on or off, and whether to place a call to action. Many of the creative 30% 60 choices are also affected by users’ viewing habits such as the environment and the time of day in which the ad is watched. 20% 40 Aligning the format with the 10% 20 message 0% 0 Dwell Rate Average Dwell Time (Sec) Chart 5: Video by Ad Format Expandable Banner Polite Banner Floating Ads Share of Video Source: Eyeblaster Research. Data: Q4 ‘08 to Q3 ‘09 100% Impressions Video Fully Played Rate 0% 80% In-Stream Video Under In-Banner ads, Expandable Banners increase the 20% 40% space for the brand, as they only expand after a user 60% Polite Banner 60% interaction, such as a click or a rollover. They are a good fit Average 80% for campaigns with longer marketing messages as they hold 40% Expandable Banner 100% people’s attention with higher than average Dwell Time. In Floating Ads addition, Expandable Ads’ higher Dwell Rate and Dwell Time 20% indicate that more people interact and touch them, leading to higher retention. 0% Average 0% 20% 40% 60% 80% Eyeblaster Research has Video Started Rate found that a small portion of note: Share of video impressions out of Rich Media impressions Source: Eyeblaster Research. Data: Q4 ‘08 to Q3 ‘09 Expandable Banners require even more than five user interactions Each of the four ad formats has advantages and disadvantages, depending on the marketing objective. before playing the video. In-Stream Video is typically auto-initiated and therefore has however, in many cases, advertisers hide the video behind a very high start rate. In many cases, it is served as a pre-roll several panels, which makes it difficult for users to find the or mid-roll, and users have to patiently wait for it to finish, video and results in lower Video Started Rate. Eyeblaster so they can watch whatever video content they came for – Research has found that a small portion of Expandable obtaining a very high Video Fully Played Rate. Banners require even more than five user interactions however, there is a caveat. Short online content videos before playing the video. These advertisers rely on a very should have short In-Stream ads. The industry rule-of-thumb determined audience. A good practice would be to have is 15 seconds In-Stream ads for videos lasting less than 3 minutes of content, and 30 seconds for content lasting over 3 minutes. Research by the Interactive Advertising Bureau (IAB) suggests that In-Stream Videos have higher effect on upper funnel 10 IAB Research. Case Study on Digital Video Advertising Effectiveness. December 2008. 12 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 13. Online Video Advertising: Doubles Engagement, Boosts ROI the user-initiated video play after one interaction, preferably The homepage is where people visit on their way to their behind a clear call to action or a “teaser” video. destinations. however, this analysis shows that users do spend time on homepages to engage with video ads. Polite Banners seem as one of the more obvious choices for homepages are slightly higher than average on Dwell Rate video. Advertisers can choose between user-initiated and and on Video Fully Played Rate. It has a higher portion of auto-initiated video, but the high video started rate shows user-initiated video with Video Start Rate of 16%. that advertisers choose the latter more often. In the auto- initiated case, the video in Polite Banner is exposed to the In social networking and games sites, users tend to engage user at first glance, typically with sound turned off by default. with video ads less frequently, and also have a lower video A good practice would be a clear “sound on” call to action. fully played rate. Videos on games sites are nearly always auto initiated with 7% video started rate. Some floating ads have very successful implementations such as the Eyeblaster TV (see separate box). Floating ads As a desktop rather than a browser environment, instant are exceptional in gaining users attention, as evident by their messaging is different. It nearly always contains user-initiated higher Dwell Rate. however, they typically maintain attention video, since the video is typically hidden behind the panel for a short amount of time, as evident by their lower Dwell of an Expandable Banner. With predominantly user initiated Time. Floating over the publishers’ content, floating ads video, it has only a 3% Video Start Rate. While it has slightly remain in the range of user’s vision. Many use auto initiated lower than average Dwell Rate, a higher proportion of videos video to augment visibility. are played to their full duration. Chart 8: Video Started Rate by Video and the section/ Section/ Environment environment 80% 71% 60% Video Started Rate 60% Chart 7: Video Performance by 41% 43% 44% 37% 38% 40% Section/Environment 40% 33% 24% 20% 14% 16% 60% Mail 3% 0% Finance Instant Messaging Health Home Page Mail Social Network Entertainment Sports News Music Lifestyle Finance Auto Games News Music Video Fully Played Rate Entertainment Sports 50% Instant Messaging Home Page Average Auto 40% Social Network Lifestyle note: Includes In-Banner and Floating Ads. Health Source: Eyeblaster Research. Data: Q4 ‘08 to Q3 ‘09, north America. 30% Games Average 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% 12% Dwell Rate note: Includes In-Banner and Floating Ads. Source: Eyeblaster Research. Data: Q4 ‘08 to Q3 ‘09, north America. Users are more likely to engage with an ad and to watch video for longer in some online environments/sections rather than others. news, sports, music, finance and mail tend to have both superior Dwell Rate performance and higher Video Fully Played Rate. People spend a longer amount of time in these environments, browsing content and writing and reading emails. Thus, users have more time to engage with advertisers’ ads. These environments have mixed auto-initiated and user-initiated videos, as indicated by their similar Video Started Rate of around 40%. 13 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 14. Online Video Advertising: Doubles Engagement, Boosts ROI Video Focus: Primetime at the office For In-Banner and Floating video ads, users’ viewing habits Eyeblaster TV are very different from those of TV advertising. A large portion of TV ads are watched in the evening, during TV primetime while cuddling on the living room couch. Online Eyeblaster TV Performance video ads are mostly watched at the office during working hours and in the evening, at home. 80% 20% 40% 60% Chart 9: Video Started and Fully Played by 40% 20% 10% Time of Day, Weekdays 20% 0% 0% 0% 6% Videos Started Video Started Rate Video Fully Played Rate Dwell Rate Share of Total Played Rate Video Fully 70% EyeblasterTV Other 4% 65% 2% Office Hours Source: Eyeblaster Research. Data: Q4 ‘08 to Q3 ‘09 0% 60% Midnight 10 am 12 pm 10 pm 11 am 11 pm 1 am 2 am 3 am 4 am 5 am 6 am 7 am 8 am 9 am 1 pm 2 pm 3 pm 4 pm 5 pm 6 pm 7 pm 8 pm 9 pm It is possible to transform a successful TV campaign directly to the Web. Eyeblaster TV is a floating ad that Video Fully Played Rate Share of Videos Started plays video spots besides the publishers’ content. Typically, the video is auto-initiated and is played with note: Share of Video Started measure the proportion of videos started within hour the sound turned slightly on, to attract users’ attention. from total videos started throughout the day. Once the video has finished playing, the floating ad Source: Eyeblaster Research. Data: Q2 ‘09, US East Coast, EST. collapses, leaving a reminder. Eyeblaster TV helps advertisers to stretch their Tracking the life of the average John Doe teaches valuable investment in the production of TV ads to the web easily insights on when to deliver successful video advertising and with great results. Eyeblaster TV ads tend to be long throughout the day. During weekdays, waking up at 6:00am, for Web advertising – 30 seconds; still their fully played Mr. Doe does not usually surf the web a lot, maybe checking rate is similar to the average. Therefore, this format an occasional email or so; not much time to hit the start provides a great platform for longer and more complex button on many video ads. At 9:00am he gets to the office marketing messages. In addition, although Eyeblaster TV filled with caffeine after gulping the venti coffee during his ads are auto-initiated with sound-on by default, users do morning commute. not find them intrusive compared to other video ads as In the morning at the office he still feels energized, and evident by their similar Video Fully Played Rate. ready to do some work! Quickly, just to keep his sanity, he opens his browser. That’s when video ads played reach their peak. The office online activity is mostly comprised of news, researching information and communications, such as email or instant messaging. A clear drop in video ads starts is felt at 5:00pm, when Mr. Doe is preparing to go home. Even when surfing at home, Mr. Doe would not play as many ads as he does from the office. Mr. Doe usually logs off before midnight, when he goes to bed. During his waking hours, Video Fully Played Rate remains high. This rate drops significantly at night. Creative examples for Eyeblaster TV ads can be found on the Creative Zone: creativezone.eyeblaster.com 14 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 15. Online Video Advertising: Doubles Engagement, Boosts ROI Chart 10: Videos Started and Fully Played by Time of Day, Weekends Making it roll, or click While In-Stream videos nearly always start automatically, 6% In-Banner and Floating video ads have three major initiation Videos Started methods: Mouse rollover, mouse click and auto-initiated Share of Total 70% Played Rate Video Fully 4% video. Auto-initiated is the most popular, followed by mouse 2% 65% rollover. 0% 60% Chart 11: Video Initiation Method Midnight 10 am 12 pm 10 pm 11 am 11 pm 1 am 2 am 3 am 4 am 5 am 6 am 7 am 8 am 9 am 1 pm 2 pm 3 pm 4 pm 5 pm 6 pm 7 pm 8 pm 9 pm Video Fully Played Rate Share of Videos Started User- Auto- note: Share of Video Started measure the proportion of videos started within hour Initiated / Initiated from total videos started throughout the day. Rollover Source: Eyeblaster Research. Data: Q2 ‘09, US East Coast, EST. User- Over the weekend, Mr. Doe’s engagement with online video Initiated / ads is vastly different than his engagement during the week. Click Starting ads more evenly throughout his waking hours, Mr. Doe has much more patience for watching ads between 8am and 10pm. Source: Eyeblaster Research. Data: Q2 ‘09 The fact that a large portion of video ads are watched at the office also puts some constraints on the manner in which Each of these methods has its own advantage. Auto- they are delivered. Depending on the country, culture and initiated video allows advertisers to attract users’ attention online environment, advertisers may want to refrain from to the video passively; however, prospects may miss the delivering auto-initiated and rollover user-initiated ads with beginning or see it without sound. Rollover is typically used sound turned on by default, to avoid rubbing office etiquette in expandable banners to expand the panel and expose the the wrong way. When crafting their messages, advertisers video. Rollover requires fewer actions from the user than and agencies should remember that their audience might be a click – only rolling the mouse on the ad, compared to hard pressed at the office as opposed to relaxed at home. rolling the mouse and clicking. Also, many users refrain from clicking, to avoid leaving the publishers’ website or to avoid launching a popup. Chart 12: Video Started Rate and Dwell Rate by Method of Initiation 40% 10% 20% 5% 0% 0% Video Started Rate Dwell Rate Auto-Initiated User-Initiated / Rollover User-Initiated / Click Source: Eyeblaster Research. Data: Q2 ‘09 15 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 16. Online Video Advertising: Doubles Engagement, Boosts ROI Clearly, auto-initiated video has the highest start rate – 53%. Impressions that appeared but their video did not start may Back to the silent film? have been designed to start the video after an intro, but did There is an advantage in using user initiated video and not have enough time to load before the user navigated to a click-to-initiate in particular – sound. The majority of click-to- different page. Rollover is superior to click, achieving three initiate videos have their sound turned on by default when times the start rate – 10% compared to 3%. the video launches, and so do nearly a fifth of rollover-to- however, these figures should not be taken at face value. An initiate videos. Auto-initiated video nearly always launches analysis of Dwell Rate by initiation method shows that while with sound off. In many cases, the ability to use sound many auto-initiated videos start, many also go unnoticed. In turned on by default is limited by publishers’ rules. auto-initiated video, it is hard to infer on the level of attention The advantage in having sound turned on by default is that while watching the video, as the user does not have to take the user gets the full video experience from the get-go, any action other than turning the sound on. Dwell Rate rather than having to take an additional action and probably is highest for rollover initiated videos, while auto-initiated miss the beginning of the jingle accompanying the ad. comes only second. Click user-initiated video is both low on Sound turned off by default may significantly diminish the Video Started Rate and on Dwell Rate. effectiveness of repurposed TV ads and other creatives where sound is intrinsic to the story. Chart 13: Video Fully Played Rate by Method of Initiation Chart 14: Share of Impressions with 50% Sound Turned On/Off 40% Auto-Initiated User-Initiated / Rollover User-Initiated / Click 30% Sound On Sound On 20% Sound Off 10% Sound Off Sound Off Sound On 0% Video Fully Played Rate Auto-Initiated User-Initiated / Rollover User-Initiated / Click Source: Eyeblaster Research. Data: Q2 ‘09 Source: Eyeblaster Research. Data: Q2 ‘09 Furthermore, as shown earlier in this bulletin, many users Auto-initiated video has the highest video played duration and browse sites and are exposed to ads while at the office. Video Fully Played Rate, as users do not stop them often. Thus, starting a video ad automatically with sound on may User-initiated Video Fully Played Rate is slightly lower than in bother co-workers in the next cubical and alert bosses the auto-initiated case. to employees who are checking football scores rather than their emails. Depending on the country and online environment, abrupt loud sounds when loading web pages should be used cautiously. 16 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 17. Online Video Advertising: Doubles Engagement, Boosts ROI Chart 15: Video Un-Mute Rate for Videos As users only find out if the video has sound after it was with Sound Turned Off initiated, sound turned on/off does not affect Dwell Rate for user-initiated video, only for auto-initiated video. In auto- 0.3% initiated and rollover user initiated video, sound on tends 0.2% to have lower Dwell Time, as users tend to turn the video 0.2% off more quickly. This conclusion can also be derived by 0.1% examining Video Fully Played Rate. 0.1% 0.0% Chart 17: The Fully Played Effect of Un-Mute Rate out of Video Impressions Sound on Video Auto-Initiated User-Initiated / Rollover User-Initiated / Click Video Fully Played Rate Source: Eyeblaster Research. Data: Q2 ‘09 50% 40% Relatively few users un-mute video ads. When looking at the 30% un-mute rate out of total video impressions with sound off, 20% auto-initiated video has the highest rate, following its high video start rate. nevertheless, only 3% of click and 10% of 10% 0% rollover user-initiated videos are started, and therefore have Auto-Initiated User-Initiated / Rollover User-Initiated / Click the chance of being un-muted. When looking only at videos that have started with sound off by default, the proportion of Off On users who turn the sound on is higher in user-initiated video as compared with auto-initiated video. Source: Eyeblaster Research. Data: Q2 ‘09 To increase un-mute rate, it is a good practice to have a clear call to action on the video, rather than a small button at Advertisers need to find the balance between putting the the bottom. Also, accompanying the ad with text or subtitles users in control, and compelling them to experience the to augment the video while the sound is off can help users full video with sound on. The Eyeblaster TV format (see comprehend the marketing message. separate box) starts with the sound turned on with very low volume. Using this method, users do not find the ad intrusive and do not stop it more frequently than the average; the Chart 16: The Dwell Effect of Video Fully Played Rate of Eyeblaster TV is similar to the Sound on Video average of other ads with video. Auto-Initiated Off In click initiated video, sound turned on by default is On User-Initiated / Off advantageous. Users who clicked want to watch the ad, so Rollover On why not provide them with the full experience without forcing User-Initiated / Off them to take any additional action. The reward for sound Click On turned on by default, in this case, is an additional 5% of 0% 5% 10% 0 20 40 60 Dwell Rate Average Dwell Time (Sec) users who watch the video all the way though. note: For auto-initiated video, sound on increases Dwell Rate and lowers Dwell Either way, the difference in performance between ads with Time as users tend to turn the video off more quickly. sound turned on and sound turned off disproves an industry Source: Eyeblaster Research. Data: Q2 ‘09 myth saying that many users browse the web with muted speakers. Thus, accompanying video with sound turned on to illuminate the marketing message or a memorable jingle or song, and delivering it in a courteous manner, may be a good way to enhance marketing effectiveness. 17 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 18. Online Video Advertising: Doubles Engagement, Boosts ROI You didn’t call, they didn’t play Is 15 the new 30? For In-Stream, particularly in pre-roll and mid-roll, users are Chart 18: Share of Video Impressions with required to see the full ad if they wish to view the content. Call to Action This is not the case for In-Banner and Floating ads. Wary of lower attention span of users who are browsing or communicating, many in the industry call for shorter video ads with more concise messages. No Call to Action Chart 20: Videos by Length Call to Action Share of Total Impressions 20% note: For user-initiated video only. 10% Source: Eyeblaster Research. Data: Q2 ‘09 If there is one golden rule of success in user-initiated video, 0% and in online advertising at large, it is to use a crystal clear 5 Sec 10 Sec 15 Sec 20 Sec 25 Sec 30 Sec 35 Sec 40 Sec 45 Sec 50 Sec 55 Sec 60 Sec 65 Sec 70 Sec 75 Sec 80 Sec 85 Sec 90 Sec call to action. In user-initiated video, a call to action should entice users to play the video, or expand the ad. While it may sound obvious to many, some advertisers choose to note: In-Banner and Floating video ads. keep the space for their marketing message, rather than to Source: Eyeblaster Research. Data: Q2 ‘09, north America use a call to action. This line of thinking may not be prudent. A review of In-Banner and Floating ads served in Q2 ‘09 Chart 19: The Impact of Call to Action indicates that ads lasting for 30 seconds are still the most popular kind, accounting for over 20% of total video ad Call to Action impressions; they are closely followed by the 15 second ads that were featured in 17% of video ad impressions. Ads No Call to Action lasting longer than 30 seconds are rare and may contain 0.0% 2.0% 4.0% 6.0% several sequenced videos. Video Started Rate One of the advantages of shorter In-Banner and Floating videos is the higher likelihood that users will watch them note: For user-initiated video only. Source: Eyeblaster Research. Data: Q2 ‘09 all the way through. high attrition rates for longer videos diminish the primary advantage of video – its ability to deliver marketing messages as a story, with a start, middle and end Overall, ads with a call to action have nearly 2% higher – and promote users to identify with the brand message. Video Started Rate compared with ads with no call to action. A clear call to action should also be used to entice users to turn the sound on for video with sound turned off by default. Eyeblaster Research analysts have noticed that ads with large and clear triangles signaling “play”, clear large icons indicating “sound on” and large scripts saying “click to expand” or “rollover to play video” entice users for that particular behavior. Overall, a clear call to action increases the likelihood that users play user-initiated video or turn the sound on in auto-initiated video. The brand experience gained by a video played outweighs the space gained by omitting the call to action. 18 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 19. Online Video Advertising: Doubles Engagement, Boosts ROI Chart 21: Video Length and Performance Regional differences Most of this analysis was conducted with worldwide data; however there are regional differences. There are no Video Fully Played Rate 60% significant variances between north America, Europe, and Latin America in the share of video impressions out of Rich 40% Media impressions. however, East Asia tends to have a lower share of video impressions, out of other Rich Media impressions. 20% 0% Chart 22: Video by Market 10 Sec 15 Sec 20 Sec 25 Sec 30 Sec 35 Sec 40 Sec 45 Sec 50 Sec 55 Sec 60 Sec 65 Sec 70 Sec 75 Sec 80 Sec 85 Sec 90 Sec 5 Sec Share of Video Impressions AU and NZ Video Fully Played Rate 55% 10% 20% note: In-Banner and Floating video ads. 50% 30% Source: Eyeblaster Research. Data: Q2 ‘09, north America Average North America 40% Europe 45% A statistical analysis conducted by Eyeblaster Research East Asia shows that for In-Banner and Floating ads, an increase 40% Latin America of five seconds in video length reduces the likelihood that 35% Average users will watch the full ad by 2.8%, on average. This should 10% 15% 20% 25% 30% 35% 40% 45% Video Started Rate not be alarming; one reason for the decrease is that in the case of auto-initiated video – the shorter the video is (and note: Share of video impressions out of Rich Media impressions with sound off) the lower the likelihood that users will click Source: Eyeblaster Research. Data: Q4 ‘08 to Q3 ‘09 ‘stop’ before the end of the clip, even if in reality they stop watching. Also, shorter videos have a higher chance of rolling fully before the user has navigated to another page. All regions are relatively similar in users’ tendency to watch video ads in full. however, some markets have lower Video Research by the IAB indicates that different lengths are Start Rates. This may have several reasons: Lower auto- appropriate to different marketing objectives. Shorter videos initiated video rate, quality of creative execution, videos of 5 seconds may work for simple communication, but have starting with sound on by default and differences in behavior the weakest levels of breakthrough and are the most difficult between markets may be among the more prevalent to understand. explanations. The IAB suggests that longer videos are more effective. 15-second videos have the highest brand association, are easiest to understand, obtain the highest engagement and are the most cost effective. They are most appropriate for simple messaging and for a pre-roll in In-Stream. Thirty second ads are the most persuasive; they allow for complex communication and work well as user-initiated video11. In general, it is hard to identify a clear rule of thumb on what length should be used. Ad format, the complexity of the marketing message and objectives, the environment, and many other considerations affect the choice of length. 11 IAB Research. Case Study on Digital Video Advertising Effectiveness. December 2008. 19 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 20. Online Video Advertising: Doubles Engagement, Boosts ROI What’s next? Video is expected to be one of the major drivers of online advertising in the next few years. At current levels of spending, online video advertising has plenty of room to grow. Even with projected growth of 40% annually, online video ads will amount to only 10% of total online advertising spending by 201212. Advertisers have gained experience in the art of TV advertising for decades, until they were able to bring it to its current effectiveness frontier. If current growth rates persist beyond 2012, Eyeblaster Research and many other industry analysts estimate that online video advertising is going to become a staple of every branding campaign – similar to what TV is now. This may have a disruptive effect on marketers and advertisers who are caught unprepared. Online video advertising has a steep learning curve. The unique attributes of online video advertising, such as the different time and surroundings in which it is watched, the choice of ad length, the variety of ad formats and creative features suggests that the mere repurposing of a successful TV spot may not guarantee success online. Marketers and advertisers who will not have a strong online branding capability using online video advertising may risk jeopardizing their brand’s health. In a few years, when online video ascends to be advertising’s branding engine, sufficient experience in running online video campaigns may be the difference between a blockbuster and a flop. 12 hallerman, David. Digital Video Advertising: Where’s the Money? eMarketer. August 2009. 20 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 21. Online Video Advertising: Doubles Engagement, Boosts ROI Glossary In-Banner Video Ads – Polite Banner or Expandable banner ads with video. Floating Video Ads – Video Ads that appear above the publisher’s content. In-Stream Video – Video ads that appear before, in the middle, or after video content. Pre-Roll – Ad that runs prior to the publisher’s video content. Mid-Roll – Ad that runs in the middle of the publisher’s video content. Post-Roll – Ad that runs after the publisher’s video content. Marketing Funnel – A model that describes the customers’ theoretical journey towards purchase. Funnel metrics may include: Brand awareness, message favorability and intent to purchase. Dwell Rate – The number of impressions that were dwelled upon out of total impressions. Dwell is defined as an active engagement with an ad. It includes positioning the mouse over an ad, user-initiation of video, user-initiation of an expansion, and any other user-initiated Custom Interaction. Unintentional Dwell, lasting less than one second, is excluded. Average Dwell Time (Seconds) – The average duration of a Dwell. For impressions that were dwelled upon, this metric sums the duration of the following user initiated actions: The amount of time in which a mouse was positioned over an ad, user-initiated video duration, user-initiated expansion duration and the duration of any other user- initiated Custom Interaction. Unintentional Dwell, lasting less than one second, is excluded. Average Video Duration (Seconds) – The average duration, in seconds, of the video assets that played in the ad. This metric includes user-initiated and auto-initiated videos. Video Length (Seconds) – The length, in seconds, of the video asset in the ad. Video Started Rate – The number of times the video assets started out of served impressions with video. This metric includes user-initiated and auto-initiated videos. Video Fully Played Rate – Of the video assets that have started playing, the portion of videos that have played to their full duration. 21 EyEBLASTER RESEARCh AnALyTICS BULLETIn
  • 22. Online Video Advertising: Doubles Engagement, Boosts ROI www.eyeblaster.com © 2009 Eyeblaster Inc. All rights reserved l www.eyeblaster.com l Email: info@eyeblaster.com l 646.202.1320 (U.S.) or +44 (0) 20 7831 9410 (UK) 22 EyEBLASTER RESEARCh AnALyTICS BULLETIn

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