Teads Entertainment Benchmark 2015

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Campaign benchmark of entertainment, gaming, VOD and cinematic campaigns by online video advertising company Teads.

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Teads Entertainment Benchmark 2015

  1. 1. GLOBAL BENCHMARK ENTERTAINMENT 2014 - 2015
  2. 2. Summary •  Methodology •  Glossary •  Key Take-Outs •  Video Length per sub-category •  CTRs per genre across sub-category •  Metrics across genres •  Campaigns per country: sub-category & genre
  3. 3. Teads platform 2014 + H1 2015 Cross-screen Desktop and Mobile All Teads formats inBoard, inRead, inRead Mobile, inSocial, inSocial Expand, inFooter, BattleTab and others More than 150 brands across 4 sub-categories and 11 genres Entertainment & Games sub-categories: Entertainment, Games, Music and VOD Genres across Games, Entertainment and VOD: Action/Adventure, Animation, Comedy, Drama, Family & Kids, Horror, Rom-com, Sci-fi/ Fantasy, Sports, Thriller and Music. Music represents a genre and a sub-category. More than 15 countries USA, LATAM (Argentina, Brazil, Mexico), EMEA (France, Italy, Spain, Germany, UK, Switzerland, Sweden, Denmark, Belgium, Austria, Morocco), APAC (Australia, Japan, Korea, China/Hong Kong), the United Arab Emirates and others Notes: (1)  New sub-categories and genres were manually introduced on the Entertainment benchmark (2)  Some of the metrics may have been adjusted for benchmark purposes (3)  Some of the metrics are exclusive to one platform only. CTR and Completion rate are available on both Teads and Ebz platforms (4)  Please contact the Insights Team in case you would like to have access to other metrics Methodology
  4. 4. Action/Adventure Animation Comedy Drama Family & kids Horror Music Rom com Sci-fi/Fantasy Sports Thriller CTR Starts Total clicks per launched video (appropriate for Media) CTR Billable Clicks per billable element (appropriate for Social & Impact) Share rate Ebz total shares per launched video Billable element (advertiser) The element for which the advertiser has paid for: completed views or impressions depending on the format Total clicks Teads (clicks) + Ebz (clicks on thumbnail, clicks on video, clicks on final screen, clicks creative link, clicks on background) Start Video Total launched videos Engagement rates Average Roll overs + Click on thumbnail (appropriate for Impact solutions) Glossary Genres Sub-categories Metrics TV & VOD Music* Theatrical Gaming * Music campaigns will not be analysed per genre
  5. 5. Key Take-Outs Teads Entertainment Benchmark 2014 & 2015 Gaming has the longest video campaigns followed by Theatrical •  Over 12 hours of Entertainment & Gaming campaigns where distributed by Teads in 2014 and 2015 inRead is the most used format especially in Theatrical, TV & VOD campaigns •  inRead makes 56.6% of total Theatrical campaigns and 62.2% of TV & VOD campaigns Gaming and Music videos generated higher CTRs when they lasted less than 15 sec •  Music and Gaming have 3.6% and 3.3% CTR on launched views respectively •  Both categories achieve 7.1% CTRs across videos lasting between 0 and 15 seconds Comedy, Sports and Sci-Fi/Fantasy have the highest CTRs 3.7%, 3.5% and 3.4% CTRs for Comedy, Sports and Sci-Fi Fantasy respectively Action/Adventure, Comedy and Animation ran across devices the most •  67% of Thriller campaigns are inRead and inRead Mobile Share rates highest in the USA 2.2% US share rate vs. 0.8% global average * CTRs refer to CTR / Launched views unless otherwise stated
  6. 6. 7.1% 3.7% 3.5% 3.3% 7.1% 3.6% 2.4% 3.5% 16.9% 10.0% 16.2% 12.0% 38.8% 16.0% 13.5% 16.1% 0.4% 0.8% 1.8% 0.2% 30.8% 0.1% 4.4% 0.2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0 - 15 sec 15-30 sec 0 - 15 sec 15-30 sec 0 - 15 sec 15-30 sec 0 - 15 sec 15-30 sec •  A video length of 0 - 15 seconds drives the most clicks in Gaming and highest share rates across TV & VOD and Theatrical •  Videos with 15-30 seconds perform better than shorter videos in TV & VOD (2.4% CTRs) Video length per sub-category Videos with 0 - 15 seconds have highest CTRs for Gaming, Music and Theatrical
  7. 7. CTRs per genre across sub-categories Comedy performs best in Theatrical and TV&VOD; Sports in Gaming campaigns •  Comedy campaigns achieve the highest CTRs in the TV & VOD category (3.9%) followed by Thrillers and Sci-Fi/Fantasy (both 3.6%) •  Comedy and Sci-Fi/Fantasy have the highest CTRs in both Theatrical and TV & VOD categories •  Sports and Animation campaigns drove the highest engagement in Gaming Action/ Adventure Animation Comedy Drama Family & Kids Horror Music RomCom Sci-Fi/ Fantasy Sport Thriller TV & VOD Theatrical Gaming
  8. 8. Metrics across genres Sci-Fi/ Fantasy, Action/Adventure and Animation perform best across all metrics in 2015 for TV&VOD, Theatrical and Gaming Sub-categories •  Action/Adventure and Comedy have the highest CTRs; Sci-Fi/Fantasy and Animation have the highest share rates •  Animation and Action/Adventure have the lowest performances especially regarding CTRs on billable Action/ Adventure AnimationComedy Drama Family & Kids HorrorMusic RomCom Sci-Fi/ FantasySport Thriller
  9. 9. Italy Theatrical (37.8%) Comedy (6.4%) Spain Theatrical (40.4%) Comedy (3.5%) UK Theatrical (42.5%) Comedy (2.4%) Brazil Theatrical (40.0%) Rom Com (2.7%) US TV & VOD (57.8%) Rom Com (7.4%*) France Gaming & Others (56.3%) Family & Kids (8.3%) Argentina TV & VOD (48.5%) Animation (5.2%) Mexico TV & VOD (48.7%) Drama (5,9%) Germany Gaming (52.7%) Animation (5.6%) Notes: Campaigns using Media and Social formats (1)  The sub-category with most campaigns (2)  Genre with the highest CTRs for Theatrical and TV & VOD Campaigns per country: sub-categories & genres TV & VOD most popular in LATAM and USA; Comedy strongest in EMEA •  Social Expand drives the best performing campaigns •  Theatrical and Gaming strongest in EMEA
  10. 10. Please contact : insights@teads.tv

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