Viewability of TV Ads vs Digital Ads 2014 by Augustine Fou

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TV ads are skipped by DVR owners, not to mention they may be doing something else or not watching the TV while the ad is on. How does that compare with display ads and video ads online?

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Viewability of TV Ads vs Digital Ads 2014 by Augustine Fou

  1. 1. Augustine Fou- 1 - Dr. Augustine Fou http://linkd.in/augustinefou April 2014 Viewability of TV Ads vs Video Ads
  2. 2. Augustine Fou- 2 - Direct display ads are 46% viewable Network display ads are 31% viewable 69% wasted Exchange display ads are 30% viewable 70% not in view Display Ad Viewability H2 2013 Worldwide Source: Integral Ad Science Feb 2014 average 33%
  3. 3. Augustine Fou- 3 - Smallest video ads are only 25% viewable Medium video ads are 40% viewable Large video ads are 50% viewable Video Ad Viewability Jan 2014 North America Source: TubeMogul Jan 2014 50 – 75% NOT in view
  4. 4. Augustine Fou- 4 - TV Ad Viewability Source: LRG via MarketingCharts Dec 2013 70% own DVRs Source: Nielsen Dec 18, 2013 DVR owners watch exactly 23 mins (i.e. skip exactly ALL ads)
  5. 5. Augustine Fou- 5 - Ad Viewability TV Ads 30% Video AdsDisplay Ads 40%33%
  6. 6. Augustine Fou- 6 - Users Pay More Attention to Online Video Ads than TV Ads Source: May 2011 report from YuMe and IPG Media Lab
  7. 7. Augustine Fou- 7 - TV vs Display vs Video 35 billion video ads per month comScore, Dec 2013 500 billion display ads per month comScore, 2013 2 trillion TV ads per month Digiday, May 2013
  8. 8. Augustine Fou- 8 - Related Articles Viewability of Online Ads By: Augustine Fou, December 2013 Fake Linkedin Profiles By: Augustine Fou, December 2013 Effectiveness of Digital Ads By: Augustine Fou, March 2014 Fake Twitter Accounts By: Augustine Fou, August 2013 Augustine Fou- 8 - How Display Fraud Works By: Augustine Fou, May 2013 Mythbusting TV Advertising By: Augustine Fou, Feb 2014 Ad Fraud Estimates By: Augustine Fou, March 2014 Digital Ad Spending by Type By: Augustine Fou March 2014
  9. 9. Augustine Fou- 9 - Dr. Augustine Fou – Digital Consigliere “Over the course of 2013 we saw the dramatic rise in the number of display and video ads; however, along with this increase was a dramatic rise in ad fraud, from fake impressions or ads that are not viewable.” 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 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn Bio: http://linkd.in/augustinefou LinkedIn Posts: https://www.linkedin.com/today/author/84444-augustinefou
  10. 10. Augustine Fou- 10 - APPENDIX
  11. 11. Augustine Fou- 11 - Online Video Ads Outperformed TV ads in all Metrics General recall Brand recall Message recall Likeability Soruce: IAB/Nielsen 2012
  12. 12. Augustine Fou- 12 - Irrefutable DVR Trends Nielsen (Dec 2010) estimates 44% of ads are not skipped – i.e. 56% of ads ARE SKIPPED Tivo Research (Sep 2012) Finds up to 72% ads skipped IPG/YuMe (May 2011) study found 63% of TV ads are avoided or simply ignored.
  13. 13. Augustine Fou- 13 - DVR Owners Watch 23m Source: Nielsen Dec 18, 2013 DVR owners watch 23 mins of 30 minute episodes Source: Netflix
  14. 14. Augustine Fou- 14 - DVR Penetration 7 in 10 Source: LRG via MarketingCharts Dec 2013
  15. 15. Augustine Fou- 15 - 54% Online Ads Aren’t Viewed Source: comScore June 2013 via MarketingCharts
  16. 16. Augustine Fou- 16 - Video Ad Views Exploded Source: comScore Feb 2014 via Marketing Charts remember 50 – 75% NOT in view
  17. 17. Augustine Fou- 17 - Viewability of Display Ads Source: Integral Ad Science Sept 2013 via MarketingCharts Publisher direct is best and lowest risk
  18. 18. Augustine Fou- 18 - 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. Video Ad Viewability Source: VideoHub August 2013 via MarketingCharts

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