Interactive video ad formats saw a surge in popularity in Q3 2011, accounting for 61% of all ads served compared to 10% for pre-roll ads. The average click-through rate remained steady at 2.1%. New in-stream takeover formats provided up to a 4x boost in click-through rates and 43% lower close rates compared to overlay ads. Government advertising spending increased 152% due to presidential campaigns, while food service and consumer packaged goods grew 212% and 61% respectively.

1. AdoTube Q3 2011
Format Index

2. Q3 2011 Key Takeaways
Advertisers see the power of interactivity
Pre-Rolls Drop to 10%, while interactive ads surge to 61% of ads served
Average CTR steadies at 2.1%
Delivering the same display message in-stream still generates over 6X Interaction &
click-through rates
New format, In-Stream Takeovers offer as much as a 4X boost in CTR and a 43%
lower close rate than similarly featured Branded and Interactive Overlays
The Polite Pre-Roll® and Ad Selector, which allow a user to close the ad, offer a low
abandonment rate for publishers – up to 46% lower than standard Pre-Rolls
The Ad Selector exhibited a 65% view-through rate, as well as an 80% retention rate
Government advertising increased by 152% over 2010 driven by presidential
campaigns. Food Service and CPG increased by 212% and 61% respectively
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3. Interactive Jumps to 61%, Pre-Roll Drops
to 10%
Pre-Rolls drop to 10% due to interest in interactive formats
Interactive formats now account for 61% of all ads sold
Q1 2011 Q2 2011 Q3 2011
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4. CTR Stabilizes at 2.1%
Average CTR
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%
2009 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2010 2010 2010 2010 2011 2011 2011
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5. Introducing the In-Stream Takeover
High impact in-stream unit with functions
similar to the Polite Pre-Roll®. Enables
marketers to deliver a brand message
within the video stream that is either static
or interactive, and does not need to include
a video message. Similar in size and
proportions to a 336x280 banner ad.
While In-Stream Takeover still represents a
In-Stream Takeover small percentage of overall video ads, it is
expected that this format will continue to
grow in popularity with marketers.
© 2011 AdoTube, Inc. – All Rights Reserved 5
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6. Delivering the Same Display Message In-
Stream Still Generates 6X – 25X Interaction
& Click-through Rates
Branded & Interactive Overlays as well as In-Stream Takeovers perform over 6X than
their rich media and flash display counterparts
In-Stream Takeovers with their larger branding area can perform up to 4X better than
the smaller overlay formats with as much as a 43% lower close rate
Avg. Close Engagement Doubleclick
CTR Rate Rate Benchmarks 2010*
Flash 728x90
Branded Overlay .49% 29.9% N/A
.08% CTR
Rich Media 728x90
Interactive .06% CTR
1.47% 22.6% 19.77%
Overlays Expanded Non-Video
2.74% Interaction Rate**
In-Stream Rich Media 336x280
2.30% 17.1% N/A
Takeover .13% CTR
Source: *Doubleclick Benchmarks, 2010: http://www.google.com/adwords/watchthisspace/tools/
**http://www.google.com/adwords/watchthisspace/tools/#methodology-and-definitions
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7. Polite Pre-Roll® & Ad Selector – Show Low
Abandonment
Ad Selector shows continued strength
Including a close button can lower abandonment rates (users exiting the
experience) by as much as 46%
Ad Selector shows the most strength among video Pre-Roll formats with a
65% VTR and an 81% retention rate
CTR View-Thru Rate View-Thru Rate Close Rate Abandonment
(25%) (100%) Rate
Pre-Roll 2.0% 75% 59% N/A 39%
Polite Pre-Roll® 2.2% 66% 47% 18% 32.8%
Ad Selector 4.0% 80% 65% 10% 21%
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8. Average Increase in Spend in 2011
Propelled by CPG, Government and Food Service
Government advertising increased by 152% over 2010 driven by
presidential campaigns
Food Service and CPG increased by 212% and 61% respectively
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9. About the AdoTube In-Stream Ad Format Index
AdoTube serves ads on thousands of publishers sites, serving 75 MM to 125MM in-video ad
impressions per week.
This format index provides an overview of the effectiveness of our many different in-stream
video ad formats over 2009, 2010 and Q1-Q3 2011.
Process:
We collected and analyzed data from a sample of over 6.5 Billion impressions deemed to be
statistically relevant, taking advertising verticals, video content and targeting technique into
account. 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 verticals to analyze performance on an industry
by industry basis.
The following data points are based on results derived from the AdoTube Network only and do
not represent the in-stream ad space as whole.
© 2011 AdoTube, Inc. – All Rights Reserved 9
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10. Glossary
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 multiple interactive elements such as
social networking/sharing, store locator, a game, a video, etc.
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 entry
Close Rate: The percentage of people who close the Ad-Unit
Re-Engagement Rate: The percentage of people who closed an Ad-Unit only to later, Re-Engage
with the unit.
Navigated Away/Abandonment Rate: This is the approximate number of viewers who did not
engage with the ad nor view it till its completion.
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