Video Ad Fraud
Investigation Pt 1
Dr. Augustine Fou
October 2013
-1-

Augustine Fou
Motive of Bad Guys
to Focus on Video Ads
-2-

Augustine Fou
Partner Channels

Source: comScore July 17, 2013
-3-

Augustine Fou
Ad Revenue Share
YouTube Ends The 'Sweetheart Deals'
Enjoyed By TV And Film Studios
YouTube restructured the terms in part...
Display and Video Ads

-5-

Augustine Fou
Video Ads Are Lucrative
Video ad CPMs
are $8 $12, which
means they are
more than 10X
more lucrative
than display or
mobile...
Budget Allocation to Video

Source: AdoTube via MarketingCharts March 2013
-7-

Augustine Fou
Share of Video Ad Impressions
In the UK
Source: Videology, June 2013

-8-

Augustine Fou
What Legit Viral Video
Traffic Curve Looks Like

-9-

Augustine Fou
Improv Everywhere

http://www.youtube.com/watch?v=jwMj3PJDxuo

In the cumulative chart, the initial rise is large and then...
Miley Cyrus - Party In The U.S.A.

Same shapes in the curves; this was very mainstream in its heyday and was
shared widely...
Space Jump

http://www.youtube.com/watch?v=7f-K-XnHi9I

The cumulative chart shows asymptotic rise and the daily chart sho...
Improv Everywhere

http://www.youtube.com/watch?v=yF9FM6KqCu4

In the cumulative chart, the initial rise is large and then...
Old Spice Guy

Views supported by TV ads

http://www.youtube.com/watch?v=owGykVbfgUE
Search volume for ―old spice guy‖

- ...
What Purchased Video
Views Looks Like
- 15 -

Augustine Fou
Bruno Mars – Treasure

http://www.youtube.com/watch?v=nPvuNsRccVw

In the cumulative chart, views are perfectly straight l...
Ke$ha - TiK ToK

http://www.youtube.com/watch?v=iP6XpLQM2Cs

- 17 -

Augustine Fou
Cher Lloyd - Want U Back

http://www.youtube.com/watch?v=LPgvNlrBfb0

- 18 -

Augustine Fou
Macklemore – Same Love

http://www.youtube.com/watch?v=hlVBg7_08n0

When they started buying traffic
- 19 -

Augustine Fou
Dr. Augustine Fou – Digital Consigliere
“I investigate and expose online ad fraud
– fake display ad views, fake video view...
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Video Ad Fraud Investigation by Augustine Fou

  1. 1. Video Ad Fraud Investigation Pt 1 Dr. Augustine Fou October 2013 -1- Augustine Fou
  2. 2. Motive of Bad Guys to Focus on Video Ads -2- Augustine Fou
  3. 3. Partner Channels Source: comScore July 17, 2013 -3- Augustine Fou
  4. 4. Ad Revenue Share YouTube Ends The 'Sweetheart Deals' Enjoyed By TV And Film Studios YouTube restructured the terms in partnerships it has with TV networks and major film studios. The new terms put an end to "sweetheart deals," wherein TV and film producers would keep up to 70% of ad revenues — now their share has been reduced to 55%. YouTube says it hopes to have all its partnerships, which includes CBS and Warner Bros., transitioned to the new revenue split by January 2014. Source: BusinessInsider November 4, 2013 -4- Augustine Fou
  5. 5. Display and Video Ads -5- Augustine Fou
  6. 6. Video Ads Are Lucrative Video ad CPMs are $8 $12, which means they are more than 10X more lucrative than display or mobile ads. Source: Turn, Inc. October 2013 -6- Augustine Fou
  7. 7. Budget Allocation to Video Source: AdoTube via MarketingCharts March 2013 -7- Augustine Fou
  8. 8. Share of Video Ad Impressions In the UK Source: Videology, June 2013 -8- Augustine Fou
  9. 9. What Legit Viral Video Traffic Curve Looks Like -9- Augustine Fou
  10. 10. Improv Everywhere http://www.youtube.com/watch?v=jwMj3PJDxuo In the cumulative chart, the initial rise is large and then it flattens out. In the daily chart, after an initial, large spike the long tail remains low. - 10 - Augustine Fou
  11. 11. Miley Cyrus - Party In The U.S.A. Same shapes in the curves; this was very mainstream in its heyday and was shared widely and got tons of rotation on radio. - 11 - Augustine Fou
  12. 12. Space Jump http://www.youtube.com/watch?v=7f-K-XnHi9I The cumulative chart shows asymptotic rise and the daily chart shows asymptotic drop to near baseline. NOTE: the official RedBull video has statistics turned off so this one was used instead. - 12 - Augustine Fou
  13. 13. Improv Everywhere http://www.youtube.com/watch?v=yF9FM6KqCu4 In the cumulative chart, the initial rise is large and then it flatens out. In the daily chart, after an initial, large spike the long tail remains low. - 13 - Augustine Fou
  14. 14. Old Spice Guy Views supported by TV ads http://www.youtube.com/watch?v=owGykVbfgUE Search volume for ―old spice guy‖ - 14 - Augustine Fou
  15. 15. What Purchased Video Views Looks Like - 15 - Augustine Fou
  16. 16. Bruno Mars – Treasure http://www.youtube.com/watch?v=nPvuNsRccVw In the cumulative chart, views are perfectly straight line (consistent with a set amount of purchased views over time). In the daily chart, the traffic remains ―propped up‖ and shows regular spikes; this is inconsistent with naturally occurring PR or word of mouth generated views. - 16 - Augustine Fou
  17. 17. Ke$ha - TiK ToK http://www.youtube.com/watch?v=iP6XpLQM2Cs - 17 - Augustine Fou
  18. 18. Cher Lloyd - Want U Back http://www.youtube.com/watch?v=LPgvNlrBfb0 - 18 - Augustine Fou
  19. 19. Macklemore – Same Love http://www.youtube.com/watch?v=hlVBg7_08n0 When they started buying traffic - 19 - Augustine Fou
  20. 20. Dr. Augustine Fou – Digital Consigliere “I investigate and expose online ad fraud – fake display ad views, fake video views, etc. I advise clients on how to detect and mitigate wasting budget.” 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 - 20 - @acfou Augustine Fou

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