State of Online Video Ads by Augustine Fou Digital Consigliere

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Online video ads are proliferating. But a large number of the ad views may actually be caused by bots and not humans. Advertisers should use online video ads for branding, but they should also …

Online video ads are proliferating. But a large number of the ad views may actually be caused by bots and not humans. Advertisers should use online video ads for branding, but they should also exercise caution when sourcing such video ad inventory.

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  • 1. State of Online Video Ads Dr. Augustine Fou http://linkd.in/augustinefou December 2013 -1- Augustine Fou
  • 2. Budget for Online Video Ads Coming from ... An October 2013 survey from Adap.tv and Digiday polled digital and New budget marketing professionals to get a bead on the Where are video ad budgets coming from?video ad industry. They found that and display state of the TV, print, From TV ad budgets From most often online advertising budgets were display ad budgets growing at the expense of TV broadcast budgets, according to brands. In fact, 31% of brands that responded were planning to shift their advertising budgets away from broadcast television and into online video, while 30% planned to take money away from display advertising for online video. Source: Adap.tv and Digiday via MarketingCharts October 2013 -2- Augustine Fou
  • 3. Video Ads Per Month Nov 2013 26.8B video ads per month Source: comScore, Dec 2013 via MarketingCharts -3- Augustine Fou
  • 4. Reach/Frequency of Ads Nov 2013 reach = 56% frequency = 155 ads /mo Source: comScore, dec 2013 via MarketingCharts -4- Augustine Fou
  • 5. Video Ad Viewability A new study [download page] from VideoHub indicates that during the first quarter, average viewability for online video ads in the US was 83%, although rates varied widely among properties, from 43% on the low end to 94% on the high end. Broadcast TV sites fared best (89% on average) among property categories, with networks and exchanges (73%) bringing up the rear. Source: VideoHub August 2013 via MarketingCharts -5- Augustine Fou
  • 6. Most Shared Video Ads 2013 Without further ado, the ads taking up the top positions this year: “Real Beauty Sketches” (Dove; 4.24 million shares); “Hump Day” (GEICO; 4.03 million); “Baby & Me” (Evian; 3.34 million); “Ship My Pants” (Kmart; 3.05 million); “Yalin” (Cornetto; 2.91 million); “Brotherhood” (Budweiser; 2.72 million); “Test Drive” (Pepsi Max; 2.69 million); “Telekinetic Coffee Shop Surprise” (MCM/Carrie; 2.17 million); “Farmer” [Ram Trucks (Chrysler); 1.88 million); and “The Epic Split feat. Van Damme” (Volvo; 1.82 million). Source: Unruly Media Nov 2013 via MarketingCharts -6- Augustine Fou
  • 7. Most Viewed Video Ads 2013 The other ads making the leaderboard were (all view counts as of December 2): Internet Explorer’s “Child of the 90s” (47.9 million); Pepsi Max’s “Test Drive” (39.6 million); PooPourri.com’s “Girls Don’t Poop” (20 million); Kmart’s “Ship My Pants” (20 million); GEICO’s “Hump Day” (18.6 million); Ram Trucks’ “Farmer” (16.6 million); Volkswagen’s “Get Happy” (14.7 million); and Audi’s “Prom” (10.7 million). Source: YouTube Dec 13, 2013 via MarketingCharts -7- Augustine Fou
  • 8. Top Video Ad Properties Source: comScore December 2013 -8- Augustine Fou
  • 9. Video Minutes per User Source: comScore June 2013 Viewers watched 1,250 minutes of online video in May 2013 (20.8 hours/mo or 42 mins per day) -9- Augustine Fou
  • 10. Video Ad Minutes /User Source: comScore June 2013 Video ads accounted for 27.9 percent of all videos viewed and 2.6 percent of all minutes spent viewing video online - 10 - Augustine Fou
  • 11. Video Ads by Format Source: AdoTube via MarketingCharts March 2013 - 11 - Augustine Fou
  • 12. Video Ad Formats (length) Source: tnooz.com Feb 2013 - 12 - Augustine Fou
  • 13. Number of Ads per Video Source: tnooz.com Feb 2013 - 13 - Augustine Fou
  • 14. Video Ad CPMs Display ad eCPM $1.06 March 2013 Mobile ad eCPM $0.72 March 2013 Video ad eCOM $9.99 March 2013 Source: Turn, October 2013 - 14 - Augustine Fou
  • 15. Video Ad CPMs Video ad eCPM $24.60 Feb 2012 Source: eMarketer May 2013 - 15 - Augustine Fou
  • 16. Video Ad Dismissal Rates Source: AdoTube via MarketingCharts March 2013 - 16 - Augustine Fou
  • 17. Performance 0:15 vs 0:30 Source: AdoTube via MarketingCharts March 2013 - 17 - Augustine Fou
  • 18. Related Articles Display Video Social Mobile CPM Comparison By: Augustine Fou, August 2013 Video Views vs Video Ad Views By: Augustine Fou, October 2013 Video Ads vs TV Ads By: Augustine Fou, April 2012 Video Ad Fraud Investigation, Pt 1 By: Augustine Fou, October 2013 - 18 - Augustine Fou
  • 19. Dr. Augustine Fou – Chief Digital Strategist “I advise clients on using various types of digital ads optimially – or I assess their current use and suggest ways to increase impact and measurable ROI.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou - 19 - @acfou Augustine Fou
  • 20. APPENDIX - 20 - Augustine Fou
  • 21. Online Video Views by Age Source: IPG Media Lab and YuMe December 2013 - 21 - Augustine Fou