3. INVENTORY HEALTH* PER MONTH
*Inventory Health = Viewability rate + Completion rate + Close rate
Jan Feb Mar Apr May Jun
126,13
130,47
133,8
136,55
140,09
148,21
4. VIEWABILITY RATE PER MONTH
Jan Feb Mar Apr May Jun
51,28
56,55
62,68 63,43
65,82
70,69
Weborama Audience Exchange S1 2015 Benchmarks
5. COMPLETION RATE PER MONTH
Jan Feb Mar Apr May Jun
46,32
45,02
46,72
49,7
53,04
55,1
Weborama Audience Exchange S1 2015 Benchmarks
6. CLOSE RATE PER MONTH
Jan Feb Mar Apr May Jun
28,53 28,9
24,4
22,42
21,23
22,42
Weborama Audience Exchange S1 2015 Benchmarks
9. CLOSE RATE PER VERTICAL
Weborama Audience Exchange S1 2015 Benchmarks
Automotive Cinema Clothing & Shoes Entertainment Finance Food & Beverage Pet Food Pharma Telecom
17,35
41,52
25,32
21,6620,3217,9
14,21
29,0528,48
10. 15 SEC CREATIVE CHAMPIONS
Weborama Audience Exchange S1 2015 Benchmarks
McDonald’s Big Mac May 2015. Creative “Unicorn” 15 sec Skechers March 2015. Creative “Memory Foam” 15 sec
11. 30 SEC CREATIVE CHAMPIONS
Weborama Audience Exchange S1 2015 Benchmarks
20-th Century Fox Spy May 2015. Creative “Ready” 30 sec McDonald’s Big Mac May 2015. Creative “Anna” 30 sec
12. GLOSSARY
COMPLETION RATE A COMPLETION EVENT OCCURS WHEN A VIDEO AD PLAYS THROUGH TO THE END. IT IS CALCULATED USING FORMULA: COMPLETES * 100 ÷ IMPRESSIONS. THE MAXIMUM POSSIBLE VALUE IS 100,
VALUES HIGHER THAN 50 SHOULD BE CONSIDERED AS GOOD.
CLOSE RATE A CLOSE EVENT OCCURS WHEN A USER CLOSES THE VIDEO BEFORE IT’S COMPLETED. IT IS CALCULATED AS CLOSES * 100 ÷ IMPRESSIONS. THE MAXIMUM POSSIBLE VALUE IS 100, VALUES LOWER THAN 30
SHOULD BE CONSIDERED AS GOOD.
COST PER COMPLETED VIEW A PRICING MODEL THAT ACCOUNTS FOR THE COST OF SINGLE COMPLETED VIEW. IT IS CALCULATED AS IMPRESSIONS ÷ 1000 * CPM ÷ COMPLETES.
COST PER VIEWABLE COMPLETED VIEW A PRICING MODEL THAT ACCOUNTS FOR THE COST OF SINGLE COMPLETED VIEW AND VIEWABILITY RATE OF THAT VIEW. IT IS CALCULATED USING THE FORMULA (IMPRESSIONS ÷
1000 * CPM ÷ COMPLETES) ÷ (VIEWABLITY RATE ÷ 100).
COST PER VIEWABLE IMPRESSION A PRICING MODEL THAT ACCOUNTS FOR THE COST OF MEDIA AND THE VIEWABILITY RATE OF THAT MEDIA. (IMPRESSIONS ÷ 1000 * CPM ÷ 1000) / (VIEWABLITY RATE ÷ 100)
CREATIVE CHAMPIONS ARE TOP PERFORMING ADS DURING THE DESCRIBED PERIOD. PERFORMANCE IS BASED ON ALL OF THE FOLLOWING METRICS: VIEWABILITY RATE, COMPLETION RATE, CLOSE RATE AND CLICK RATE.
INVENTORY HEALTH IS THE SYNTHETIC METRIC WHICH ALLOWS TO UNDERSTAND OVERALL QUALITY OF INVENTORY. IT IS CALCULATED AS VIEWABILITY RATE + COMPLETION RATE + CLOSE RATE. THE MAXIMUM POSSIBLE
VALUE IS 200, VALUES HIGHER THAN 130 SHOULD BE CONSIDERED AS GOOD.
VIEWABLE IMPRESSION AS DEFINED BY THE MEDIA RATINGS COUNCIL, A VIEWABLE VIDEO IMPRESSION IS THE ONE WHERE 50% OF A VIDEO PLAYER’S PIXELS ARE IN VIEW IN AN ACTIVE BROWSER TAB FOR ANY
TWO CONSECUTIVE SECONDS.
VIEWABLE COMPLETION A VIEWABLE COMPLETION EVENT OCCURS WHEN A VIDEO IS VIEWABLE (SEE: “VIEWABLE IMPRESSION”) AT THE END OF AD PLAY.
VIEWABILITY RATE PERCENTAGE OF MEASURABLE IMPRESSIONS THAT WERE VIEWABLE. IT IS CALCULATED AS VIEWABLE IMPRESSIONS * 100 ÷ (VIEWABLE IMPRESSIONS + NON-VIEWABLE IMPRESSIONS).
THE MAXIMUM POSSIBLE VALUE IS 100, VALUES HIGHER THAN 50 SHOULD BE CONSIDERED AS GOOD.
