Video hub performance_replay_q1_2012

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Video hub performance_replay_q1_2012

  1. 1. PERFORMANCE REPLAYREPORT: Q2 2012 FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012
  2. 2. INTRODUCTION VIDEO CONTENT VIDEO ADS BRAND ADVERTISERS 4+ Billion Over 1.8 257 ANALYSIS Content Billion Advertisers Streams Video Ads April-June 2012 DESTINATIONS VIDEO AD REACH VIEWER REACTION 684 543 4+ Million Clicks & Video Gross Ratings Engagements Placements deliveredPowering billions of streams, CREATIVE AD LENGTHVideoHub is a powerhouse ofknowledge. The technologycontinually monitors 14+ signals 20% 62%across video ads and video Advanced Pre-Rollcontent, delivering unmatched :30Second 80%transparency and insight into Basic Pre-Roll TV Spotsthe video ecosystem.
  3. 3. VIEWING TRENDS Highest Viewership in first week in May TOP TUNE-IN DAYS: Q2 as season finales onAs the 2012 Fall TV season begins and TV kicked-off 9.0 TV everywhere advertising tactics evolve, 8.0 Daily Unique (Millions)there are many highlights to note from the 7.0 6.0spring television season. 5.0 4.0 3.0 2.0Top tune-in week — 4/30 - 5/5 1.0 0.0The first week of May (start of season finales) 4/1 4/8 4/15 4/22 4/29 5/6 5/13 5/20 5/27 6/3 6/10 6/17 6/24attracted the highest online ratings with Wednesday saw the ONLINE TUNE-IN BY DAY OF WEEK: Q2~2.5 million additional daily viewers compared to highest tune-in. This was more significant in April &the average. 18% May with June showing 16% flatter daily results. 17% Reach  Composi-on   14% 15%Summer break — June saw 11% drop-off 12% 14% 15% 14% 13% 12%Viewership in the spring was highest in April with a 10% 8%slight dip in overall ratings during May and a 6%significant drop in June ( -11% in unique reach). 4% 2% 0%Most popular day of week – Wednesday SUN MON TUE WED THU FRI SATOnline reach was highest on Wednesday and lowest MOBILE TUNE-IN BY DAY OF WEEK: Q2on the weekends. As the summer approached, 18%  viewership by day of week became flatter. Reach  Composi-on   13%   15% 14% 15% 14% 14% 14% 14%Mobile — Consistent activityCompared to online, mobile tune-in by day of 8%  week was more consistent across weekdays 3%  and the weekend -­‐2%   SUN MON TUE WED THU FRI SAT
  4. 4. VIEWING TRENDS Top Online Viewing HoursDaypart: In Q2, online viewing was highest from noon to 5PM while mobile viewing wasstrongest from 6PM to Midnight. It was during primetime, however, that online viewerswere more accepting of ads in their viewing experience as ad completion rates werestrongest (less content abandonment during video ad placement). Mobile completion rates 12 PMwere strongest in the late afternoon. toUNIQUE REACH COMPOSITION BY DAYPART: MOBILE VS ONLINE 5 PM 8.00% COMPOSITION UNIQUE REACH 7.00% 6.00% 5.00% 4.00% Top Mobile Viewing Hours Online 3.00% 2.00% Mobile 1.00% 6 PM 0.00% MOBILE AD to COMPLETION RATE 11% (all VideoHub mobile Midnight ads give Consumers theCOMPLETION RATE BY DAY PART: MOBILE VS ONLINE option to skip) 75% 16% MOBILE COMPLETION RATE % ONLINE COMPLETION RATE % 74% 14% 73% 72% 12% Primetime Ads 71% 10% 70% 8% Online 69% 68% 6% ONLINE AD Mobile Viewers more 67% COMPLETION 4% accepting of 66% RATE 72% 65% 2% ONLINE 64% 0% video ads versus Mobile video adsNOTE: Mobile ads gave viewers the option to Skip to Content resulting in much lower overall completion rates.
  5. 5. VIEWING TRENDS Top tune-in: Content Entertainment 75% of springtime viewership was across Arts & Entertainment streams with Health, Gaming & Health & Fitness Movies Sports also driving popularity. Television Sports Day of Week Trends: Entertainment streams were more Music Gaming popular during the weekdays in April & May. However, as the summer hit, tune-in was more concentrated on the weekend. Arts & Entertainment Day of Week Trending April May June Stream Composition (%) Stream Composition (%) Stream Composition (%) 17% 16% 17% 18% 16% 16% 14% 14%15% 15% 14% 13% 13% 13% 13% 13% 12% 13% 13% 13% 12%SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT
  6. 6. VIEWING TRENDSDay of Week Trends: Weekend ViewingJust like Arts & Entertainment streams, SHOPPNG: STREAM COMPOSITION % (Q2 2012)Personal Finance and Business content spikedduring the weekdays. The weekends, however, Shopping 18% 17%tended to attract higher viewership across 13% 13% 16% 12%Shopping, Home & Garden and Pet videos. 11% Weekday Viewing SUN MON TUE WED THU FRI SAT FINANCE VIDEOS: STREAM COMPOSITION % (Q2 2012) HOME & GARDEN VIDEOS: STREAM COMPOSITION % (Q2 2012) Home & Garden 30% Personal Finance 17% 15% 15% 14% 13% 12% 13% 19% 18% 11% 9% 7% 7% SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT BUSINESS VIDEOS: STREAM COMPOSITION % (Q2 2012) PETS VIDEOS: STREAM COMPOSITION % (Q2 2012) Business Pets 29% 19% 19% 17% 23% 14% 13% 11% 10% 11% 10% 7% 9% 7% SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT 6
  7. 7. ADVERTISER & AGENCY TRENDSAgency Trends:As Online Video and TV metrics converge, marketers are evolving the way they plan, buy, and optimize videoadvertising. Across 684 video placements in Q2, CPG campaigns were focused on ratings and guaranteedaudience buying. The majority of optimization, however, was on clicks and completes.Health & Lifestyle campaigns were more likely to optimize to mid-funnel performance metrics like brand lift andengagement rate instead of clicks and completions versus the average. Brand Metrics based on VideoHub s Engagement: Unique roll-over in-stream survey delivered directly from our video or click within an interactive Indicates a vertical’s propensity to ad server allowing for dynamic optimization across preroll ad that launches an buy based on guaranteed survey results. engagement slate and pauses audiences, measured in GRPs. the base preroll video Optimization KPI: Digital Video Campaigns (April - June 2012) CAMPAIGN BRAND COMPLETION ENGAGEMENT CLICK CONVERSION AUDIENCE VERTICAL METRICS RATE RATE RATE RATE GRPs AUTOMOTIVE 4% 30% 17% 47% 1% BUSINESS/FINANCE 19% 24% 22% 35% 0% COMPUTING/TECH 13% 47% 3% 37% 0% CONSUMER ELECTRONICS 9% 9% 27% 55% 0% CPG 16% 26% 16% 42% 0% ENTERTAINMENT 4% 46% 18% 32% 0% FOOD & DRINK 14% 24% 17% 31% 14% HEALTH & LIFESTYLE 31% 34% 9% 25% 0% RETAIL 7% 33% 13% 46% 0% TELECOM 0% 58% 8% 33% 0% TRAVEL 4% 16% 9% 61% 11% MOST FREQUENT CAMPAIGN OPTIMIZATION KPI
  8. 8. AGENCY & BRAND PERFORMANCE TRENDSAwareness Index (Q2 Average):VideoHub Ranks the ability of digital video inventory to driveawareness against an audience. The technology factors threevariables to calculate the awareness quality against an audience:Player Position, Player Size, and Completion Rate of the ad. 390 High Awareness RatingsAcross 543 Ratings in Q2PLAYER POSITION DISTRIBUTION (relative to browser position) Campaign Outliers Not Visible: Max 25%, Min 0% In-View: Max 100%, Min 45% 70% 21% 9% In-View Partially Visible Not VisiblePLAYER SIZE DISTRIBUTION Campaign Outliers Small: Max 76%, Min 0% 4% 33% 26% 31% 6% XS: Max 20%, Min 0% x-large large medium small x-smallAD QUARTILE DISTRIBUTION :15 vs. :30 Spots Completion Rate (:15): 75% 72% 6% 5% 6% 11% Completion Rate (:30): 70% Completed 75% 50% 25% <25
  9. 9. AGENCY & BRAND PERFORMANCE TRENDS Engaged Time Spent = Total time spent with an interactive preroll across viewers who opted to engage with the ad.Performance Benchmarks by Vertical Watched Time Spent = total time with an interactive pre-Food & Drink ads drove the strongest completion rates while Retail and roll across viewers who did NOT engage with the adTelecom ads resulted in the top CTR. In terms of engagement, Computing/ Engagement: Unique roll-over or click within an interactiveTech interactive video ads drove the highest percentage of engaged viewers preroll ad that launches an engagement slate and pauseswhile the strongest time spent for engaged viewers was in the consumer the base preroll videoelectronic vertical. Engaged Time Spent Range Completion Click Engagement Watched Time Engaged Time Low End High EndVertical Rate Rate Rate Spent (s) Spent (s) (s) (s)Automotive 73.95% 0.77% 1.02% 23.75 45.35 20.69 99.06Business and Finance 77.79% 0.82% 1.65% 20.99 48.03 25.52 80.11Computing/Tech 72.66% 0.80% 3.64% 22.94 32.09 - -Consumer Electronics 53.22% 0.56% 1.14% 21.04 64.19 46.08 75.44CPG 73.03% 0.51% 1.36% 20.48 45.95 16.51 96.91 Entertainment was not the top overallEntertainment 75.50% 0.75% 1.40% 23.69 53.58 17.95 142.10 performer for engaged timeFood and Drink 78.18% 0.48% 1.10% 18.44 49.84 28.78 63.52 spent, but it did drive the high end of the spectrumHealth and Lifestyle 72.34% 0.84% 2.36% 18.16 46.80 37.93 55.66Retail 60.47% 1.12% 2.48% 23.73 48.57 23.49 80.15Telecom 67.51% 1.20% 0.70% 25.16 46.32 24.47 68.17Travel 69.41% 0.71% 2.29% 23.77 49.12 23.67 98.33Grand Total 71.65% 0.71% 1.44% 22.35 49.33 16.51 142.10
  10. 10. SIGNAL PERFORMANCE INDEXWhat s Your Signal?In addition to ranking awareness quality of delivery and video metrics, VideoHub analyzes over 14 signals that impact goalsacross the brand funnel from unique reach to conversions. Across the 257 advertisers in Q2, the Geographic location of theviewer and frequency of ad exposure made the biggest impact on brand health performance. Completion rate, however, wasmore likely to be impacted by content related signals including the publisher, category of the video stream, viewer contenthistory, player size and content length. Brand Actions Completions Metrics Performance Clicks & Engagements 100% of Ad Viewed 1 Geo 1 Publisher 1 Publisher 2 Frequency 2 Player Size 2 Content Category 3 Publisher 3 Browser Type 3 Viewing History 4 OS Type 4 Frequency 4 Player Size 5 Browser Type 5 Geo 5 Content Length 6 Video View History 6 OS Type 6 Browser Type 7 Player Size 7 Content Length 7 Video Consumption 8 Content Category 8 Video Consumption 8 OS Type 9 Content Length 9 Content Category 9 Geo 10 Time of Day 10 Video View History 10 Time of Day 11 Day of Week 11 Time of Day 11 Frequency 12 Demographics 12 Day of Week 12 Day of Week 13 Video Consumption 13 Demographics 13 Demographics
  11. 11. TOP SEGMENTS IN Q2 Segment Personality Profiles A high signal ranking in VideoHub indicates Mobile Actions Family & ParentingClicks & Engagements Women Lifestyle the segments within a signal had high levels of performance variation. In Q2, signal trends were consistent across campaigns and verticals (i.e. Content Category was consistently a top signal impacting completion rates across several L/XL Players Sunday brands). However, within signals there was broad Shopping variation across campaigns in terms of the segments that maximized results (i.e. the specific Content Categories driving optimal performance varied). The AfternoonBrand circles indicate segments that drove the highest overall results across verticals. 1-2x FrequencyMetrics Performance Short Form A 35+ XL Players Completions 100% of Ad Viewed Clips Movies Early Evening Long form video Hobbies Family & Parenting Men Mac OS X Mid-Roll 3-7x Frequency Mid-Week Business Primetime Entertainment TV Network Television Gaming Properties Monday A18-34
  12. 12. SIGNAL DEEP DIVE: DAY OF WEEKDay of week: Sunday resulted in a higher propensity for viewers tointeract with video ads prior to consuming their content, whileweekdays resulted in the strongest completion rates. However, Day of CompletionWeek ranked 10th and 11th in terms of its relative impact on brand LEANmetrics, completions and actions. This means other signals played a TU WED TH FORWARDlarger factor in performance results. Action VIEWING Viewers are more likely MOST 72% to actively participate Ratings POPULAR VIEWING DAY Completion SUNDAY with commercials Digital viewing spiked MOST MONDAY on the 30th through the first week of May as season finales VALUED CONTENT 1.48% ENGAGEMENT kicked-off Viewers are more RATE 30th likely to view ads to get to reach their APRIL desired content Tune-­‐In  by  Day  of  Week   AD  PERFORMANCE  BY  DAY  OF  WEEK   Unique  Reach:  Q2  2012     Completion Rate SUPER PRE-ROLL ENGAGEMENTS PRE-ROLL CTR 18% 73% 1.60% 16% 17%   1.40% Unique  Reach  Composi-on   72% 14% 15%   14%   15%   1.20% 14%   CTR  &  ENGAGEMENT   12% 71% 13%   12%   COMPLETIONS   1.00% 10% 70% 0.80% 8% 69% 0.60% 6% 68% 0.40% 4% 67% 0.20% 2% 0% 66% 0.00% SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT
  13. 13. SIGNAL DEEP DIVE: CONTENT CATEGORY Trending Categories Highest spikes in unique reach from April – June 2012 Content Category ranked second in terms of its relative impact on ad completion and viewer action rates. Hobbies & Interest content Hobbies Careers drove stronger completion rates while Travel Shopping Interests content saw the highest abandonment during ad placement. Education Travel Both Hobbies & Interests and Travel videos Science were trending categories in Q2. Spirituality & Religion PERFORMANCE BY CONTENT CATEGORY Completion Rate Action Rate (Engagement & Click) 90% 82%   2.00% 75%   79%   80%   79%   77%   77%   78%   78%   1.80% 80% 73%   72%   71%   68%   68%   66%   68%   1.60% 70% 63%  COMPLETION  RATE   56%   1.40% ACTION  RATE   60% 52%   1.20% 50% 1.00% 40% 0.80% 30% 0.60% 20% 0.40% 10% 0.20% 0% 0.00%
  14. 14. SIGNAL DEEP DIVE: CONTENT CATEGORY (cont.)Content Category and Ad TypeThe impact of content on clicks and engagements varied based on ad format. Interactive pre-roll (SuperPre-Roll ads) showed high swings in engagement behavior based on the content it was played in front of.Family & Parenting content drove the highest engagement rates while Tech/Computing and Pet contentperformed below average.Click-out (CTR) behavior across basic pre-roll ads saw less variation across content categories. Auto andHealth/Fitness content resulted in slightly above average CTR performance. PERFORMANCE BY CONTENT CATEGORY CLICKS VS. ENGAGEMENT SUPER PREROLL ENGAGEMENT PREROLL CTR 5.0% 4.3%   4.5% 4.0% 3.5% CTR  &  ENGAGEMENT  RATE   3.1%   3.0% 2.7%   2.5%   2.5%   2.5%   2.3%   2.5% 2.1%   2.0%   2.0% 1.7%   1.6%   1.6%   1.5%   1.5%   1.4%   1.4%   1.5% 1.1%   1.1%   1.64%   1.0%   1.45%   1.0% 1.31%   1.35%   1.21%   1.24%   1.22%   1.31%   1.15%   0.99%   1.01%   0.96%   1.02%   0.5% 0.90%   0.77%   0.89%   0.95%   0.93%   0.69%   0.0%
  15. 15. SIGNAL: TIME OF DAY Top Online Viewing Hours Time of Day Across different day parts both engagement and completion rates for online video ads were relatively stable. Completion rates spiked 12 PM during primetime hours and engagement rate saw a slight uptick in to the morning hours. 5 PM PERFORMANCE BY TIME OF DAY Actions vs. Completions 75.00%   1.80%   74.00%   1.60%   73.00%   1.40%   72.00%  COMPLETION  RATE   1.20%   71.00%   ACTION  RATE   70.00%   1.00%   69.00%   0.80%   68.00%   0.60%   67.00%   0.40%   66.00%   0.20%   65.00%   64.00%   0.00%   1:00   2:00   3:00   4:00   5:00   6:00   7:00   8:00   9:00   10:00  11:00  12:00   1:00   2:00   3:00   4:00   5:00   6:00   7:00   8:00   9:00   10:00  11:00  12:00   AM   AM   AM   AM   AM   AM   AM   AM   AM   AM   AM   PM   PM   PM   PM   PM   PM   PM   PM   PM   PM   PM   PM   AM   CompleCon  Rate   PRE-­‐ROLL  CTR   SUPER  PRE-­‐ROLL  ENGAGEMENT  
  16. 16. SIGNAL: CONTENT LENGTH Content Length & Player Size Highest Unique Reach of video ads Both signals had a significant impact on ad action and ad completion. Completion rates were in the 90% range for both Short Form Content & Large Long-Form content and XL Players. After accounting for XL and Small Players 33% (large players) players and content above 30 minutes, there was less 31% (small players) variation in performance across other content lengths and player sizes (with the exception of 0-30 second content which saw a significant drop in completion rate performance).THE IMPACT OF CONTENT LENGTH AND PLAYER SIZE ON AD PERFORMANCE Completion Rate PRE-ROLL CTR SUPER PRE-ROLL ENGAGEMENT 100%   2.0%   100% 93% 2.5% 90%   89%   90%   1.8%   90% CLICK AND ENGAGEMENT RATE 80%   76%   1.6%   71%   70%   80% 74% 2.0% 68%   69%   73% 73%COMPLETION RATE 70%   1.4%   70% 67% COMPLETION RATE ACTION RATE 60%   54%   1.2%   60% 1.5% 50%   1.0%   50% 40%   0.8%   40% 1.0% 30%   0.6%   30% 20%   0.4%   10%   0.2%   20% 0.5% 0%   0.0%   10% 0-­‐30   30-­‐60   1-­‐3   3-­‐5   5-­‐15   15-­‐30   30-­‐60   60+   0% 0.0% seconds   seconds   minutes   minutes   minutes   minutes   minutes   minutes   X-SMALL SMALL MEDIUM LARGE X-LARGE
  17. 17. OUTLIERS: PLAYER SIZE & CONTENT LENGTHOutliers: Although long form content and XL players are more likely to drive ad acceptance or high completion rates, therewere several outliers. On a popular entertainment group of sites, short form content and small players were equallypowerful at driving ad performance.Publisher Spotlight: EntertainmentAcross a popular entertainment publisherthat operates multiple properties, viewability Publishers who increase Key takeawaywas consistently in the top percentile,averaging above 90%. And, despite varying If a consumer values the content, they will accept ads player si ze should see acontent lengths and player sizes,completion rates consistently performed into their experience. But any jump in stickiness and less publisher can increase theirabove average showing the demand and player size for a boost in abandonment due to adsvalue placed on the content by consumers. performance! (assuming viewability!) Celebrity and Gossip destination Average Content Length Average Player Size Average Completion, :30 Spots 30 sec - 5 min M to L 93% Afternoon Television: Full Episodes, Highlights and Clips Average Content Length Average Player Size Average Completion, 30: Spots 5 – 15 min Large 90% Entertainment TV: Full Episodes Average Content Length Average Player Size Average Completion, :30 Spots 15 – 30 min L to XL 94% 17
  18. 18. OUTLIERS CONTINUEDNEED MORE PROOF?Take a look at the 16 publishers below covering a wide range of content. There is almost nodifference in completion rate performance across :15 and :30 second ads. If the viewer valuesthe content enough, they accept the ads into their viewing experience.Publisher :15 :30 DeltaSports Publisher 92.26% 93.21% -0.95%Entertainment Publisher 36.59% 37.27% -0.68%Entertainment News Publisher 92.42% 93.10% -0.68%Music Publisher 84.86% 85.34% -0.48%Sports Clips 86.17% 86.55% -0.38%Entertainment Publisher 72.18% 72.55% -0.37%Television Publisher 92.83% 93.20% -0.36%General Video Publisher 93.71% 93.80% -0.09%Television Publisher 94.80% 94.89% -0.08%General Video Publisher 89.68% 89.65% 0.03%DIY Video Publisher 62.56% 62.45% 0.12%Local News Publisher 82.66% 82.49% 0.17%Gaming Publisher 94.95% 94.76% 0.20%Television Publisher 97.35% 96.91% 0.44%Video Aggregator 85.60% 85.08% 0.52%Gaming Publisher 95.67% 94.87% 0.79% 18
  19. 19. CLIENT CASE STUDY FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012
  20. 20. CLIENT CASE STUDYCPG Advertiser: Repurposed :30 sec TV Spot Targeting W 18-49The campaign reached 9.8 million unique viewers with a 43% composition against the target. However, compositionagainst W18-49 within high awareness environments was 20% of overall delivery. The target audience was lesslikely to interact/click on the :30 spot versus the campaign average. However, they did slightly over-indexing forbrand lift (purchase intent). UNIQUE QUALITY BRAND ACTION RATE REACH AWARENESS HEALTH (Clicks) Total Audience Total Audience Total Audience Total Audience 9.8 Million 5.4 Million 4.12% Lift 1.11% CTR On Target W18-49 On Target W18-49 Target W18-49 Target W18-49 4.2 Million 2.2 Million 4.20% 0.8%PLAYER POSITION DISTRIBUTION (relative to browser position) 89% 9% 1% In-View Partially Visible Not VisiblePLAYER SIZE DISTRIBUTION 4.2% 41.1% 44.8% 9.2% 0.61% x-large large medium small x-smallAD QUARTILE DISTRIBUTION Completed 75% 50% 25% <25 71.2% 6% 6% 7% 10%
  21. 21. CLIENT CASE STUDY: TOP SEGMENTS Actions Click Exposure against women of all ages and Careers 5-15 minute content resulted in higher interaction rates with the :30 CPG spot, Business Content while women 18-34 and 30+ minute content maximized completion rates. For Large Sports brand lift, the weekends and higher frequencies were optimal in enhancing the Players 5-15min content effectiveness of the campaign. Health/FitnessBrand Afternoon 1x Frequency Completions 100% of Ad ViewedMetrics Performance women Long form Movies content Long form Video Weekends Mac OS XPet Content XL Players Business Content Wednesday4-6x Frequency Primetime West Coast Early Gaming Properties Morning W18-34
  22. 22. ABOUT VIDEOHUB FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012
  23. 23. ABOUT VIDEOHUB
  24. 24. ABOUT VIDEOHUB

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