Video advertising campaign benchmark - social & native video

1. GLOBAL BENCHMARK
ENTERTAINMENT
2014 - 2015

2. Summary
• Methodology
• Glossary
• Key Take-Outs
• Video Length per sub-category
• CTRs per genre across sub-category
• Metrics across genres
• Campaigns per country: sub-category & genre

3. Teads platform
2014 + H1 2015
Cross-screen
Desktop and Mobile
All Teads formats
inBoard, inRead, inRead Mobile, inSocial, inSocial Expand, inFooter, BattleTab and others
More than 150 brands across 4 sub-categories and 11 genres
Entertainment & Games sub-categories: Entertainment, Games, Music and VOD
Genres across Games, Entertainment and VOD: Action/Adventure, Animation, Comedy, Drama, Family & Kids, Horror, Rom-com, Sci-fi/
Fantasy, Sports, Thriller and Music. Music represents a genre and a sub-category.
More than 15 countries
USA, LATAM (Argentina, Brazil, Mexico), EMEA (France, Italy, Spain, Germany, UK, Switzerland, Sweden, Denmark, Belgium, Austria,
Morocco), APAC (Australia, Japan, Korea, China/Hong Kong), the United Arab Emirates and others
Notes:
(1) New sub-categories and genres were manually introduced on the Entertainment benchmark
(2) Some of the metrics may have been adjusted for benchmark purposes
(3) Some of the metrics are exclusive to one platform only. CTR and Completion rate are available on both Teads and Ebz platforms
(4) Please contact the Insights Team in case you would like to have access to other metrics
Methodology

4. Action/Adventure
Animation
Comedy
Drama
Family & kids
Horror
Music
Rom com
Sci-fi/Fantasy
Sports
Thriller
CTR Starts
Total clicks per launched video
(appropriate for Media)
CTR Billable
Clicks per billable element
(appropriate for Social & Impact)
Share rate Ebz total shares per launched video
Billable element
(advertiser)
The element for which the advertiser
has paid for: completed views or
impressions depending on the format
Total clicks
Teads (clicks) + Ebz (clicks on
thumbnail, clicks on video, clicks on
final screen, clicks creative link,
clicks on background)
Start Video Total launched videos
Engagement rates
Average Roll overs + Click on
thumbnail (appropriate for Impact
solutions)
Glossary
Genres Sub-categories Metrics
TV & VOD
Music*
Theatrical
Gaming
* Music campaigns will not be analysed per genre

5. Key Take-Outs
Teads Entertainment Benchmark 2014 & 2015
Gaming has the longest video campaigns
followed by Theatrical
• Over 12 hours of Entertainment & Gaming campaigns where distributed
by Teads in 2014 and 2015
inRead is the most used format especially
in Theatrical, TV & VOD campaigns
• inRead makes 56.6% of total Theatrical campaigns and 62.2% of TV &
VOD campaigns
Gaming and Music videos generated
higher CTRs when they lasted less than 15
sec
• Music and Gaming have 3.6% and 3.3% CTR on launched views
respectively
• Both categories achieve 7.1% CTRs across videos lasting between 0 and
15 seconds
Comedy, Sports and Sci-Fi/Fantasy
have the highest CTRs
3.7%, 3.5% and 3.4% CTRs for Comedy, Sports and Sci-Fi Fantasy
respectively
Action/Adventure, Comedy and Animation
ran across devices the most
• 67% of Thriller campaigns are inRead and inRead Mobile
Share rates highest in the USA
2.2% US share rate vs. 0.8% global average
* CTRs refer to CTR / Launched views unless otherwise stated

6. 7.1%
3.7%
3.5%
3.3%
7.1%
3.6%
2.4%
3.5%
16.9%
10.0%
16.2%
12.0%
38.8%
16.0%
13.5%
16.1%
0.4%
0.8%
1.8%
0.2%
30.8%
0.1%
4.4%
0.2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
0 - 15 sec
15-30 sec
0 - 15 sec
15-30 sec
0 - 15 sec
15-30 sec
0 - 15 sec
15-30 sec
• A video length of 0 - 15 seconds drives the most clicks in Gaming and highest share rates across TV & VOD and Theatrical
• Videos with 15-30 seconds perform better than shorter videos in TV & VOD (2.4% CTRs)
Video length per sub-category
Videos with 0 - 15 seconds have highest CTRs for
Gaming, Music and Theatrical

7. CTRs per genre across sub-categories
Comedy performs best in Theatrical and TV&VOD; Sports in Gaming campaigns
• Comedy campaigns achieve the highest CTRs in the TV & VOD category (3.9%) followed by Thrillers and Sci-Fi/Fantasy (both
3.6%)
• Comedy and Sci-Fi/Fantasy have the highest CTRs in both Theatrical and TV & VOD categories
• Sports and Animation campaigns drove the highest engagement in Gaming
Action/
Adventure Animation Comedy Drama
Family
& Kids Horror Music RomCom
Sci-Fi/
Fantasy Sport Thriller
TV & VOD
Theatrical
Gaming

8. Metrics across genres
Sci-Fi/ Fantasy, Action/Adventure and Animation
perform best across all metrics in 2015
for TV&VOD, Theatrical and Gaming Sub-categories
• Action/Adventure and Comedy have the highest CTRs; Sci-Fi/Fantasy and Animation have the highest share rates
• Animation and Action/Adventure have the lowest performances especially regarding CTRs on billable
Action/
Adventure AnimationComedy Drama
Family
& Kids HorrorMusic RomCom
Sci-Fi/
FantasySport Thriller

9. Italy
Theatrical (37.8%)
Comedy (6.4%)
Spain
Theatrical (40.4%)
Comedy (3.5%)
UK
Theatrical (42.5%)
Comedy (2.4%)
Brazil
Theatrical
(40.0%)
Rom Com (2.7%)
US
TV & VOD (57.8%)
Rom Com (7.4%*)
France
Gaming & Others
(56.3%)
Family & Kids (8.3%)
Argentina
TV & VOD (48.5%)
Animation (5.2%)
Mexico
TV & VOD (48.7%)
Drama (5,9%)
Germany
Gaming (52.7%)
Animation (5.6%)
Notes:
Campaigns using Media and Social formats
(1) The sub-category with most campaigns
(2) Genre with the highest CTRs for Theatrical and TV & VOD
Campaigns per country: sub-categories & genres
TV & VOD most popular in LATAM and USA;
Comedy strongest in EMEA
• Social Expand drives the best performing campaigns
• Theatrical and Gaming strongest in EMEA

10. Please contact :
insights@teads.tv