Online Video Advertising

1. ONLINE VIDEO ADVERTISING
Digital Advertising Format
Dung Tri, Aug 2015

2. What is Video ads?
• The cool thing about videos online is they're everywhere – on
blog pages, in online newspaper articles, on sites that are all
about video content, and more.
• Any video uploaded to Youtube can be an ad. Video ads
appear before other videos on Youtube, beside playing
videos and in search results.

3. Traditional TV and Online video usage

4. Online video viewers (Nielsen, 2012)
Lightest TV Viewers Stream TWICE as Much as Heavy TV Viewers

5. Video brand ad Effectiveness (Nielsen, 2012)
Incremental Reach with Digital

6. Video brand ad Effectiveness (Nielsen, 2012)
Previous Ad Exposure in FEP/ SFV Improves Effectiveness of TV Ads

7. Online video ads formats (IAB)

8. Online video ads formats
IN-BANNER VIDEO IN-TEXT VIDEO

9. Online video ads formats
LINEAR VIDEO AD NON-LINER VIDEO AD
• On average, people streaming video watch ads for 20 seconds and average a completion rate of 87%
• Regardless of content, short or long form, mid roll ads enjoy the highest completion rates, 99% in
short form and 89% in long form.
• Ads are more effective online whether they are later duplicated on TV or as standalone online
ads.

10. Ad Formats (IAB, 2008)
Pre-Roll Index In-Banner Index In-Text Index
Unaided Brand Awareness 183* 145* 133
Aided Brand Awareness 99 99 100
Online Ad Awareness 145* 118* 134*
Tagline Association 224* 139* 133*
Brand Favorability 100 105 110
Store Visitation Intent 102 109 124*
Intent to shop for holiday gifts 109 112 110
Sample Sizes c=297; e=683 c=297; e=319 c=271; e=473
Indexed relative to control group performance. c=c; e=exposed. *Underlying data showed a statistically significant difference at a 90% confidence level
• Across all three placements, the retailer’s advertising was memorable.
• Pre-roll performed well at upper funnel attributes such as unaided brand awareness and online ad
awareness.
• In-banner and in-text placements were clearly more successful at positively impacting lower funnel
image and persuasion measures.

11. Ad Length (IAB, 2008)
5 Seconds
• Weakest level of breakthrough
• Most difficult to understand
(3)
(1)
Above all other lengths and significantly above norm.
(2)
Above all other lengths and norm.
(3)
Significantly above all other lengths and significantly above norm.
(4)
Above all other lengths but below norm.
•May work for very simple
communication strategies
•Potentially most suitable for
sequencing
30 Seconds
• Highest likelihood of being
shared online
(1)
• Most persuasive of the three
lengths
(2)
• Allows communication of
emotional benefits and
more complex messages
• Works well in user initiated
placements
•Strongly suited to user-initiated
placements
•Pre-roll success requires a very
high level of creative quality
15 Seconds
• Highest brand association
(1)
• Easiest to understand
(1)
• Most efficient (cost vs. creative
results) with highest level of
engagement
(2)
• Great for simple, rational
messages; challenged for
striking an emotional chord.
• Optimum length (in this case)
for pre-roll
•A cost effective way to
communicate simple messages
online
•Best suited of the 3 lengths at
pre-roll, works in other
placements too

12. Stage of video ad viewability (Google, 2015)
The average viewability (50:2) of video ads across the web (not including YouTube) is
54% and on YouTube is 91% (US data)
*Does not include mobile apps
**YouTube numbers also include data for mobile apps

13. Stage of video ad viewability (Google, 2015)
Video ads are significantly more viewable on mobile and tablet than on desktop
*Does not include YouTube **Does not include mobile apps †YouTube numbers also include data for mobile apps

14. Stage of video ad viewability (Google, 2015)
Advertisers should consider buying fewer 300 x 250 ads given how poor the viewability
is for this ad size.

15. Youtube ad formats (Google)
Ad format Placement Platform Specs
Display ads Appears to the right of the feature video and
above the video suggestions list. For larger
players, this ad may appear below the player.
Desktop 300x250 and 300x60
Overlay ads Semi-transparent overlay ads that appear on
the lower 20% portion of your video.
Desktop 480x70 (Flash) or text
Skippable video ads Skippable video ads allow viewers to skip ads
after 5 seconds, if they choose. Inserted
before, during, or after the main video.
Desktop, mobile devices, TV,
and game consoles
Plays in video player.
Non-skippable video ads and long,
non-skippable video ads
Non-skippable video ads must be watched
before your video can be viewed.
Long non-skippable video ads may be up to
30 seconds long.
These ads can appear before, during, or after
the main video.
Desktop and mobile devices Plays in video player.
15 or 20 seconds in length,
depending on regional
standards.
Long, non-skippable ads
can be up to 30 seconds in
length.

16. Youtube video targeting types (Google)
Targeting methods Explain
Demographic groups Choose the age, gender, and parental status of the audience you want to reach.
Interests Pick from available categories to reach people interested in these topics, even when
they may be visiting pages about other topics.
Remarketing Reach viewers based on their past interactions with your videos, TrueView ads or
YouTube channel.
Placements Target unique channels, websites, or placements within them (include Partner
Channels, Videos, and Site)
Topics Target your video ads to specific topics on YouTube and the Display Network
Keywords show your video ads based on words or phrases--keywords--related to a YouTube
video, YouTube channel, or type of website that your audience is interested in.

17. Ad metrics for digital in-stream video ads (IAB)
Ad metric Explain
Impression Indicates that the ad was displayed in the player.
Video Click-through Occurs when a user click on the linear ad and is taken to the advertiser’s Web landing
page.
Percent Complete Percentage of video viewed continuously at normal speed (25%, 50%, 75%).
(calculated on total amount of unduplicated video viewed).
Completed Play 100% of the video is played.
Time spent Viewing Amount of video viewed ad normal speed in seconds or other appropriate time
based units. (calculated on total amount of video viewed).
Close/Skip The user clicked or otherwise activated a control for removing the ad.

18. Thank You