Trends in Video Ad CPMs by Augustine Fou Digital Consigliere

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Video ad CPMs are roughly 10X higher than CPMs of display and mobile ads. This provides huge incentive for bad guys to go after this type of fraud, because it is so much more lucrative.

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Trends in Video Ad CPMs by Augustine Fou Digital Consigliere

  1. 1. Trends in Video Ad CPMs Dr. Augustine Fou <acfou @ mktsci.com> http://www.linkedin.com/in/augustinefou November 2013 -1- Augustine Fou
  2. 2. UPDATE: Shift of Dollars to Online Video Ads An October 2013 survey from Adap.tv and Digiday polled digital and marketing professionals to get a bead on the state of the video ad industry. They found that online advertising budgets were most often 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: eMarketer, Oct 29, 2013 -2- Augustine Fou
  3. 3. 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 -3- Augustine Fou
  4. 4. Video Ad CTRs Source: AdoTube via MarketingCharts March 2013 -4- Augustine Fou
  5. 5. Video Ad Formats (length) Source: tnooz.com Feb 2013 -5- Augustine Fou
  6. 6. Video Views vs Ad Views Source: tnooz.com Feb 2013 -6- Augustine Fou
  7. 7. Number of Ads per Video Source: tnooz.com Feb 2013 -7- Augustine Fou
  8. 8. Video Ad CTR Trend Source: AdoTube via MarketingCharts March 2013 -8- Augustine Fou
  9. 9. Related Articles Digital Marketing CPM Benchmarking and Comparison By: Augustine Fou, August 2013 Display Ad Waste Video Ad Waste By: Augustine Fou, September 2013 How Bad Guys do Video SEO By: Augustine Fou, November 2013 Fake Views on YouTube By: Augustine Fou, October 2013 Video Ad Fraud Investigation Part 1 By: Augustine Fou, October 2013 -9- Augustine Fou
  10. 10. Dr. Augustine Fou – Chief Digital Strategist “As more users move to mobile; sites need to adapt to serve them. But mobile will soon no longer be considered a separate channel because usage patterns are the same as desktop.” 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 - 10 - @acfou Augustine Fou

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