Q3 2011 Rhythm Insights
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Q3 2011 Rhythm Insights

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Q3 2011 Rhythm Insights Q3 2011 Rhythm Insights Presentation Transcript

  • RHYTHM QUARTERLY INSIGHTS Q3, 2011 PREVIOUS QUARTERLY REPORTS AVAILABLE AT WWW.RHYTHMNEWMEDIA.COM ALL RIGHTS RESERVED. ATTRIBUTION REQUIRED FOR PUBLICATION OF ANY DATA PROVIDED IN THIS REPORT.© Rhythm Proprietary & Con dential Information
  • ABOUT THIS REPORTData points are based on ads served across iPhone, iPod Touch, iPad, Android and other devices in the US market. Thedata points cover ad campaigns from over 200 Fortune 500 brands in 2011, and over 125 in Q3 2011 alone.About RhythmRhythm connects brand advertisers with highly engaged mobile audiences by selling and serving video, rich media andother immersive advertising. Rhythm has partnered with more than 50 premium media companies, typically on anexclusive basis, across an unparalleled portfolio of 200+ properties to deliver meaningful brand advertising within thehighest quality content for targeted, relevant audiences. Our premium media partners include NBC Universal, CBS,Sony, ABC, Fox, Warner Bros., IAC, Demand Media and many others. In 2011 alone, more than 200 top brand advertisersincluding P&G, Unilever, Disney, Paramount, General Motors, Ford, AT&T, Verizon, Macys, Marriott and Microsoft haverun campaigns with Rhythm and achieved unprecedented engagement results.The metrics provided herein are solely representative of Rhythm’s collection of premium properties and may not reflect the overall ecosystem for similar ads. 2© Rhythm Proprietary & Con dential Information
  • DEFINITIONS!  In-Stream Mobile Video Ads: Appear in the context of a video, as a commercial break in full episodes or before videos clips!  Interactive Pre-Roll Mobile Video Ads: Appear at app launch, between game levels and other screen changes!  Premium Media Properties: Apps and mobile websites from well known companies such as NBC Universal, CBS, Sony, ABC, Fox, Warner Bros., IAC, Demand Media, etc!  Contextually Relevant Advertising: Advertising in which the content of an ad is in direct correlation to the content of the app or mobile website being viewed!  Brand Advertising: Advertising that aims to drive brand identity, awareness, preference and demand 3© Rhythm Proprietary & Con dential Information
  • SUMMARY1.  In-Stream mobile video ads outperform online video ads (p 5)2.  In-Stream mobile video ad completion rate remains at 87%, and high across ad categories (p 6-7), and varies between 81% and 91% by device (p 8)3.  Premium media properties achieve a 51% higher completion rate for Interactive Pre-Roll video ads compared to the norm (p 9)4.  Smartphone & tablet mobile video viewing is occurring almost evenly throughout the 24 hours of the day (p 10-11)5.  Contextually relevant ad placement increases engagement by 37.5% over the norm for full page ads (p 12)6.  The top advertiser categories in mobile brand advertising, in order, were entertainment, CPG, technology, auto and telecom (p 14)7.  Wi-Fi driving iPhone & iPad video viewing, 3G/4G fueling Android (p 15) 4© Rhythm Proprietary & Con dential Information
  • IN-STREAM VIDEO ADS OUTPERFORM ONLINE 90% 87% 85% Average In-Stream Completion Rate 80% 75% 72% 70% 65% 60% 55% 50% Online Mobile (Rhythm)In-Stream video ads appear as a commercial break in full episodes or before video clips Online Source: Yume, 2011. 5© Rhythm Proprietary & Con dential Information
  • RHYTHM’S IN-STREAM VIDEO AD COMPLETIONREMAINS STEADY OVER LAST FIVE QUARTERS 87% AVERAGE IN-STREAM VIDEO AD COMPLETION RATE 6© Rhythm Proprietary & Con dential Information
  • IN-STREAM VIDEO AD COMPLETION HIGH ACROSSAD CATEGORIES 95.0% Category High Category Average Average In-Stream Completion Rate 91.0% 87.0% 83.0% 79.0% 75.0% 7© Rhythm Proprietary & Con dential Information
  • IN-STREAM COMPLETION RATE VARIES BY DEVICE 95% 91% 88% Average In-Stream Completion Rate 88% 84% 81% 81% 74% 67% 60% Android iPad iPhone iPod Touch 8© Rhythm Proprietary & Con dential Information
  • INTERACTIVE PRE-ROLL COMPLETION RATES 51%HIGHER IN PREMIUM MEDIA PROPERTIES !"#$%&()$*+%$,-.//* 30.0% 27.0% Interactive Pre-Roll Completion Rate 25.0% 20.0% 17.9% 15.0% 10.0% 5.0% 0.0% Average Average in Premium Media Properties 9© Rhythm Proprietary & Con dential Information
  • MOBILE VIDEO VIEWING EVENLY SPREADTHROUGHOUT THE DAY 01&%#23."$4* 6.0% 5.0% Median Hour: 4.6%% of Overall Daily Usage 4.0% 3.0% 2.0% 1.0% 0.0% 10© Rhythm Proprietary & Con dential Information
  • IPAD VIDEO VIEWING SLIGHTLY HIGHER INEVENINGS 7.0% iPad Smartphones 6.0% 5.0% Median Hour: 4.6%% of Overall Daily Usage 4.0% 3.0% 2.0% 1.0% 0.0% 11© Rhythm Proprietary & Con dential Information
  • AD CONTEXT MATTERS: FULL PAGE AD UPLIFT OF37.5% IN RELEVANT CONTEXT* 56//*+&7$*894* 9.0% 7.7% 6.0% 5.6% Engagement Rate 3.0% 0.0% Average for Entertainment Properties Average for Contextually Relevant Ads in Entertainment Properties *Entertainment, automotive and CPG advertising campaigns running within entertainment properties 12© Rhythm Proprietary & Con dential Information
  • INVESTMENT INTO MOBILE BRAND ADVERTISINGACROSS AD CATEGORIES 25.0% 20.0% % of Total Campaigns in Q3 15.0% 10.0% 5.0% 0.0% 13© Rhythm Proprietary & Con dential Information
  • WI-FI DRIVING IPAD & IPHONE VIDEO VIEWING,ANDROID RELIES MORE ON CELLULAR NETWORKS iPad iPhone Wi-Fi Android Cellular 98% WI-FI 55% WI-FI 35% WI-FI 14© Rhythm Proprietary & Con dential Information