The AppNexus data science team provides tips on how to improve your campaign performance in this Ask the AppNexperts webinar.

1. Ask The AppNexperts
1 AppNexus Inc. — Confidential
Push Play on Video
Data Science Team Analysis

2. 2
Liz Zoidis
Team Lead, Client
Insights Analytics, Data
Science
Travis Stowe
Director, Customer Insights
and Analytics Manager

3. ACTIVITY ON APPNEXUS VIDEO MARKETPLACE
AppNexus Video At A Glance
3
(*based off of 30 days on the platform)
ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO
TEN SSPPARTNERS
Integrated with over
AERSERVE, FYBER, LIVERAIL,
STICKYADS, TEADS, AND SPOTX
5,810 Campaigns 127 Buyers 3,929 Creatives643 Brands

4. Size Does Matter
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ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO
Recommendation
• For performance campaigns, target the larger player size for better user engagement and performance.
• For branding and prospecting campaigns, target the smaller player size for cheaper impressions
1
Small player size sells for the lowest
price, but performance on large
player size far outweighs the
price difference.

5. Size Does Matter
5
1
Recommendation
• When buying the larger size during peak periods, bid more aggressively to win impressions.
• When selling video impressions during these peak times, add additional large player impressions to
satisfy the higher demand.
There is more demand for
larger sized ads in more
competitive periods of the
market, such as holidays and
the end of the quarter
ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO

6. Know How To Play
6
Recommendation
Include auto-play-sound-on in your set up as it tends to see higher performance.
2
Click-to-play video impressions
are the most popular, Auto-play-
sound-on seed high demand,
CTRs are slightly higher than
click-to-play videos: however,
CPCs are slightly lower.
ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO

7. Roll With It
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Recommendation
If your media plan allows, combine pre-roll video to achieve scale and mid-roll to
achieve performance
3
Pre-roll video accounts for over
90% of all video impressions.
However, mid-roll impressions are
less expensive and have
significantly higher user
engagements, five times higher
CTR and CPC than pre-roll
ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO

8. Different brands, different buying patterns
8
Recommendation
If you’re leveraging CTRs as a success metrics, there is a large opportunity with buying video
4
Pharmaceutical, Financial and Home Décor
brands are spending significantly on
video, they are seeing high user engagement
in the form of high CTRs and low CPCs
ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO

9. Different brands, different buying patterns
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Recommendation
There is an opportunity to enhance video ads to achieve user engagement.
4
Drug-alcohol and Travel-related brands are
buying video impressions, but compared to
other verticals their performance and user
engagement metrics are lacking
ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO

10. Different brands, different buying patterns
10
Recommendation
There is an opportunity to pioneer the space and include video in your media plans.
4
Real estate, Games and Sports
brands are not currently buying
much video inventory.
ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO

11. Go Global in Q2 and Beyond
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5
WITH THE OLYMPICS COMING UP,
there’s and opportunity to gain a competitive
advantage by being an early adopter of
video at a global scale
ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO

12. Timing Is Everything
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Recommendation
Do not take all buying best
practices from display when buying
video, as video completion rates
seem to be more consistent for
both time of day and weekends.
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ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO

13. Next Step:
If you are a buyer, looking to optimize and
tailor your video buying strategy we’d like to
speak with you.

14. 14 AppNexus Inc. - Confidential – Not for Distribution
Q&A