AdoTube Q4 '10 Format Index


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AdoTube Q4 '10 Format Index

  1. 1. AdoTube Q4 2010Format Index
  2. 2. Q4 2010 Key Takeaways Interactive Continues to Grow & CPG Makes Big Push Interactive Ads Accounted for 50% of Ads Served in Q4: As the overall pie grew, Interactive Overlays and Polite Pre-Rolls® benefitted the most, combining to account for 50% of ads served in Q4, while Pre-Roll fell to 30%. In-Video Brand Engagement Rates Over 7X Display Benchmarks: In-Video Engagement Rates remain solid at around 21%, over 7 times higher than leading rich media display benchmarks.* The rich media banner-like Overlay’s CTRs dwarf display counterparts: Interactive CTRs are 8 times higher than rich media display benchmarks.* Nearly 50% of Polite Pre-Roll®s served are 30+ seconds, delivering a more detailed message. Standard Pre-Rolls are still dominated primarily by 15 second spots. Despite longer ads, the Polite Pre-Roll® view-thru rate continues to rise, and is comparable to the Standard Pre-Roll. 2010 Video Audience Broadens; Courts CPG, Fashion, Travel and Finance Advertisers: In 2010 the audience for Online Video broadened immensely, and with the audience came a concerted push from new advertisers.*Source: DoubleClick for Advertisers, U.S. Advertisers, DoubleClick Rich Media formats (video only), January – December 2009 2
  3. 3. 2010: Year of Huge Growth Ads Served Grew 191% & Number of Campaigns Grew 281%From 2009-2010, the number of ads served grew 191% to 3.5 billion ads total. Thenumber of campaigns served in 2010 grew 281%. This growth was propelled by bothreturning advertisers, as well as a large influx of new advertisers. Advertisers leveragedAdoTube’s engaging formats, along with targeting and optimization tools to lower theoverall number of ads needed to be served per campaign by targeting. Ads Served (in Millions) 4000 3500 3000 2500 2000 1500 1000 500 0 2008 2009 2010© 2011 AdoTube, Inc. – All Rights Reserved 3 3
  4. 4. Ad Formats Even Out 2010: The Year Pre-Roll Lost Its Dominance As the overall pie grew, Pre-Rolls lost their dominance falling in Q4 to 30% of ads served. In their wake, newer Interactive Formats have grown explosively, and now account for 50% of ads served. The most surprising story to come out of Q4 is the bounce back of the Branded Overlays, which rose back up to a healthy 20% of ads served. Q1 2010 Q2 2010 Q3 2010 Q4 2010 Polite Pre-Roll® Polite Polite Pre- 11%Interactiv Pre-Roll® Polite Pre- Roll® 17% Pre-Roll Roll e Overlay 23% 30% 24% 12% Pre-Roll InteractivePre-Roll Branded Pre-Roll Overlay 66% 64% 45% Overlay 15% Interactive 12% Overlay Interactive 25% Branded Overlay Branded Overlay 26% Branded Overlay Overlay 20% 4% 7% © 2011 AdoTube, Inc. – All Rights Reserved 4 4
  5. 5. Average CTR GrowthGrowth Slowed, but Still SteadyCTR Growth slowed a little in Q4. Growth attributed to continued growth ofhigh-impact interactive formats. Average CTR 1.80% 1.60% 1.40% 1.20% 1.00% 0.80% 0.60% 0.40% 0.20% 0.00% 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010© 2011 AdoTube, Inc. – All Rights Reserved 5
  6. 6. Average Engagement Rates Engagement Stays Steady, 7X higher than Display While interactive formats continue to grow in prominence, engagement rates have tended to stay steady at a phenomenal 21.6%. Even as they have saturated inventory, 1 in 5 viewers still seem ready to engage. By simply being in the video stream, engagement rates are 7 times higher than similar rich media display benchmarks. Average Engagement Rate Rich Media Display vs. In-Video 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Rich Media (Video)* - 2009 In-Video*Source: DoubleClick for Advertisers, U.S. Advertisers, January – December 2009 6
  7. 7. Interaction vs. Branded Overlay vs. Display Overlays Dwarf Display. Interactive 8X Higher than Display CTR Rich Media Display vs. Branded vs. Interactive Overlay 1.20% 1.00% 0.80% 0.60% 0.40% 0.20% 0.00% 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Rich Media (Video)* - 2009 Branded Interactive*Source: DoubleClick for Advertisers, U.S. Advertisers, January – December 2009 7
  8. 8. Pre-Roll Length BreakdownNearly 50% of Polite Pre-Roll® Served are 30 Seconds or longerIn Q4, 48% of the Polite Pre-Rolls served were 30 seconds or longer. This is opposedto Standard Pre-Rolls, where 15 second spots filled 60% of Pre-Rolls served.Length has been known to greatly effect View-Thru Rates and abandonment rates. But, thePolite Pre-Roll®, by giving viewers the ability to view the ad anytime during the video or toopt out completely, allows advertisers to deliver their full message to those who wish toreceive it, without publishers sacrificing viewership to higher abandonment rates. Pre-Roll Lengths Polite Pre-Roll® Lengths >30 Sec. >30 Sec. 5% 8% 30 Sec. 15 Sec. 35% 30 Sec. 52% 40% 15 Sec. 60%
  9. 9. Polite Pre-Roll® vs. Standard Pre-Roll The Polite Pre-Roll® view-thru rates rise despite hosting longer ads Q4’s Polite Pre-Roll CTR fell, but better in line with expectations, just below 3%. Standard Pre- Roll continued to decline. View-Thru Rates rose as viewers showed a continued acceptance of the Pre-Roll format. Most interestingly, the Polite Pre-Roll® View-Thru Rates have continued to rise despite the fact that the length of the Polite Pre-Roll® is generally longer than Standard Pre-Rolls. POLITE PRE-ROLL® View-Thru Rate Quarter View-Thru Rate (100%) Ad Retention Rate (25%) 2009 N/A N/A N/A CTR Q1 2010 48.64% 37.24% 76.56%5.00% Q2 2010 47.60% 34.10% 71.64%4.00% Q3 2010 48.93% 35.77% 73.10% Q4 2010 53.57% 37.68% 70.34%3.00% Average 2010 49.69% 36.20% 72.91%2.00% STANDARD PRE-ROLL1.00% View-Thru Rate Quarter View-Thru Rate (100%) Ad Retention Rate0.00% (25%) 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 2009 59.03% 43.77% 74.15% Q1 2010 57.57% 41.43% 71.96% Standard Pre-Roll Polite Pre-Roll® Q2 2010 58.48% 42.65% 72.93% Q3 2010 56.33% 39.98% 70.97% Q4 2010 59.66% 46.11% 77.29% Average 2010 58.21% 42.79% 73.46% © 2011 AdoTube, Inc. – All Rights Reserved 9 9
  10. 10. Campaigns by Vertical Online Video Broadens Its Base: Big Push from CPG, Solid Entrance by Travel & Fashion Q4 saw the start of a big shift and a broadened base of verticals investing in Online Video Advertising. CPG made a huge push along with new entrants such as Travel, Fashion, & Finance. Even though Entertainment and Electronics verticals ran more campaigns in 2010 than 2009, their overall percentage fell dramatically year/year due to the addition of newer verticals. This highlights how Online video itself has broadened its audience base beyond young male techies to a burgeoning ecosystem of viewers with advertisers eagerly following. % of Campaigns by Vertical CPG Entertainment Retail Communications Electronics Mobile 2010 Travel 2009 Auto Fashion Web Services & Products 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%© 2011 AdoTube, Inc. – All Rights Reserved 10 10
  11. 11. AboutAdoTube In-Video Ad Format IndexAdoTube serves ads on thousands of publishers sites, serving 65MM to 90MM in-video adimpressions per week.This format index provides an overview of the effectiveness of our many different in-streamvideo ad formats over 2009, Q1 2010, Q2 2010, Q3 2010, and Q4 2010.Procedure:We collected and analyzed data from a sample of over 3.5 Billion impressions deemed to bestatistically relevant, taking advertising verticals, video content, and type of targeting intoaccount. This was then split into four distinct categories:• Branded Overlay• Interactive Overlay• Standard Pre-Roll• Polite Pre-Roll®Additionally, we broke these results out over 17 different verticals to analyze performance onan industry by industry basis.The following numbers are based on results derived from AdoTube’s Network only and do notrepresent the in-video ad space as whole.© 2011 AdoTube, Inc. – All Rights Reserved 11 11
  12. 12. About AdoTube AdoTube is a complete in-stream/in-video solution that enables each part of the industry (agencies, advertisers and publishers) to have easy and efficient access to in-stream ads. AdoTube’s platform includes the Adotube Ad Network, Publisher Management Tool (PUMA), In-Stream Ad Exchange (AdEx), Network Partner Console for third party networks media brokers ,and Creative Services. AdoTube’s complete platform helps each part of the industry to deliver high-quality, in-stream advertising solutions through a quick, easy and cost efficient platform. AdoTube is headquartered in New York, with offices in California and Europe. To learn more about AdoTube, become a partner, or see their solutions for agencies, advertisers, publishers and ad networks, visit In-stream video ad: A video ad that is played or viewed from a video player Branded Overlay: An in-video advertisement that runs on top of the video content (bottom 1/3 of the screen) while the video is playing. Clicks-through to a web-site, pausing the video Interactive Overlay: Similar to a Branded Overlay with interactive elements such as a game or a video Standard Pre-Roll: An in-stream video ad that plays before video playback Polite Pre-Roll®: A dismissible and retractable in-stream video ad. When dismissed during video an overlay ad reminds the viewer to watch the ad Click-Through Rate(CTR): The percentage of viewers who clicked through an ad to the target link View-Through Rate: The percentage of viewers who watched through a part or all of a video ad Engagement Rates: The percentage of people who interact with an ad that has interactive capabilities, such as, playing a game, initiating an in-ad video, social engagement (i.e. Facebook), store locator, or data entryQuestions, Feedback, and Media Inquiries: Ephraim Cohen –© 2011 AdoTube, Inc. – All Rights Reserved 12 12