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Viewability of Video Ads by Augustine Fou 2014
 

Viewability of Video Ads by Augustine Fou 2014

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Video ads are also subject to "viewability" issues -- Vindico is reporting from their own data set that in 2013 only 44% of video ads were viewable -- defined as 50% of the ad in view for 1 second.

Video ads are also subject to "viewability" issues -- Vindico is reporting from their own data set that in 2013 only 44% of video ads were viewable -- defined as 50% of the ad in view for 1 second.

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    Viewability of Video Ads by Augustine Fou 2014 Viewability of Video Ads by Augustine Fou 2014 Presentation Transcript

    • Augustine Fou- 1 - Dr. Augustine Fou http://linkd.in/augustinefou May 2014 Viewability of Video Ads
    • Augustine Fou- 2 - 56% non-viewable 44% viewable 2013 Full Year Report
    • Augustine Fou- 3 - Video ads are only 44% viewable (on average) and only 37% viewable on ad networks and exchanges. Video Ad Viewability Source: Vindico, 2013 Year in Review
    • Augustine Fou- 4 - 100 million impressions - 56% not viewable Source: Vindico Year-in-Review 2013 44 million impressions - 11% bot-generated ad views Source: TubeMogul 2014, Vindico 39 million impressions - 23% ad-blocked by user Source: PageFair, August 2013 30 million impressions $8-12 CPM productive 3.3x higher effective cost Video Ad Productivity
    • Augustine Fou- 5 - Digital Video Ad Spend Source: eMarketer, May 2013 Digital video ad spend continues to rise rapidly as more TV ad dollars shift to digital. Because video CPMs are so much more lucrative, it is more lucrative for bad guys too.
    • Augustine Fou- 6 - 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: http://linkd.in/augustinefou
    • Augustine Fou- 7 - Related Articleshttp://www.slideshare.net/augustinefou/percent-of-digital-budgets-allocated-to-video-ads- augustine-fou-2014 http://www.slideshare.net/augustinefou/productive-display-ads-video-ads-by-augustine- fou-2014 http://www.slideshare.net/augustinefou/shifting-ad-dollars-from-tv-to-digital-video-2014- by-augustine-fou http://www.slideshare.net/augustinefou/viewability-of-display-ads-vs-video-ads-2014-by- augustine-fou http://www.slideshare.net/augustinefou/video-ad-fraud-101-by-augustine-fou-technical- forensics http://www.slideshare.net/augustinefou/video-ad-load-vs-tv-ad-load-augustine-fou-2014 http://www.slideshare.net/augustinefou/tv-plus-online-video-ads-increase-recall-and-roi- augustine-fou-2014 Augustine Fou- 7 -
    • Augustine Fou- 8 - APPENDIX
    • Augustine Fou- 9 - 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 Q1 2013
    • Augustine Fou- 10 - Video Ad Viewability Source: Tremor Video