1 © 2011 TubeMogul Incorporated. All Rights Reserved. Pre-Roll and Beyond: Video Advertising...

1© 2011 TubeMogul Incorporated. All Rights Reserved.

Pre-Roll and Beyond:

Video Advertising Insights by Format

2

Video Advertising and Analytics Platform for Branding

Where the Data Comes From

© 2011 TubeMogul Incorporated. All Rights Reserved.

Power the analytics for video advertising campaigns, brands and media companies.


Video Ads: Lots of Options


Pre-Roll


Pre-RollPre-Roll

Multi-Selector Pre-Roll


Interactive Pre-Roll


Facebook: In-Game

Facebook: In-Game

In-Banner Units: Click-to-Play, Rollover-to-Play, etc.

In-Banner Video - The Brand Video is the ContentClick-to-PlayRollover-to-PlayAuto-Play


Princ The Same PrinciplesOf Outdoor VideoApply to Branded Auto Play on the Web


Mobile In-App and Browser Units

10

Social Games & Apps



Pre-Roll:Everybody’s Doing It

12

Pre-Roll is Cost Efficient

Source: TubeMogul client campaigns. Spans 124m views. 2011.

Branded

Auto

Pla

y

Click-

To-Pla

y

Faceb

ook In

-Gam

e

Rollove

r To P

lay

Pre-R

oll

$0.09

$4.93

$1.33

$2.79

$0.10 $0.05

$3.76

$0.57

$1.84

$0.06

Cost per Minute Viewed by Ad Unit: 15 and 30 Second Ads

15 second ads 30 second ads

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…but not without limitations

:15s and :30s only

Scarcity

Difficult to scale with audience segment targeting

Limited opportunity for sharing


Pre-Roll Works…

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Pre-Roll Alone Can Mean Missing Certain Viewers

Source: TubeMogul InPlay research, 2010.

Broadcasters Magazines Newspapers

20.4%

14.9%

10.5%

Percent of Unique Homepage Visits Resulting in a Completed Pre-Roll (2010)

15

Users Will Watch: More Time With Your Brand Message

Source: TubeMogul client campaigns. Spans 124m views. 2011.© 2011 TubeMogul Incorporated. All Rights Reserved.

Branded Auto-Play Click-To-Play Facebook In-Game Rollover To Play

38.6

45.2

85.2

32.2

Average Seconds Watched Per View by Type: Ads >30 Seconds

16

Investment Trade Offs


CO

ST

Pre-Roll

Rollover to Play

In-BannerAuto-Play

Click To Play In Banner

Cost per View ($)

Play TimePer View

(seconds)

Click to PlayFacebook In-Game

Play Time per View vs. Cost Per View

Low High

Low

High

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Branded A

uto P

lay

Click-T

o-Pla

y

Facebook In-G

ame

Pre-R

oll

Rollover T

o Pla

y

Mobile

53.6% 51.8%

77.1%

61.8%

47.7%

18.4%

32.1%36.2%

68.9%

37.1%32.9%

10.0%

Completion Rates by Ad Unit: 15, 30 Second Ads

15 Sec 30 sec

Facebook In-Game Units Have Highest Completion Rates

Source: TubeMogul client campaigns. Spans 124m views. 2011.© 2011 TubeMogul Incorporated. All Rights Reserved.

18

For Post View Interaction,Click-to-Play Outperforms

Source: TubeMogul client campaigns. Spans 124m views. 2011.

Click-To-Play Facebook In-Game Pre-Roll Rollover To Play

4.8%

6.2%

0.7%

3.5%

5.9%

5.3%

0.4%

0.8%

2.0%

4.1%

n/a

0.4%

Clicks, Social Sharing Rates by Ad Unit

Brand Site: CTR Facebook Fan Page: CTRFacebook Share / Like Rate

19

Repurposed TV = Awareness, Made-for-Web = Impact

Aided Brand Awareness

Online Ad Awareness Message Association Brand Favorability Purchase Intent/Consideration

0

1

2

3

4

5

2.0

4.7

2.2

1.20.8

1.9

4.3

2.1

1.61.4

Repurposed TV Made-for-Web

Production Format:Repurposed TV Ads vs. Made-for-Web Content

Perc

ent I

mpa

cted

Repurposed TV: Last 3 Years, Q4/2009, N=59, n=75,045; Made-for-Web Content: Last 3 Years, Q4/2009, N=135, n=150,028 Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098

There is likely a beneficial impact on awareness from the TV spots these ads

have been repurposed from

Video content has the ability to be more relevant and useful to the

viewer, and therefore, more persuasive

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Paid media increasingly necessary to rise above the fold

86% of YouTube VideosReceive Less than 10K Views

Needle, Haystack

Source: internal research, 2011

<100 100-500 501-1k 1k-2.5k 2.5k-5k 5k-10k 10k-100k 100k-1m >1m

33.2%

22.8%

8.6%10.2%

6.6% 5.6%

10.4%

2.3%0.4%

YouTube Videos by Number of Views

Percent of Total


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Use Tools That Let You Target, Buy,Track and Optimize to Your Goals



Contact

Lee FreundVice President, Eastern Regional Sales

[email protected] 347-541-0777

1 © 2011 TubeMogul Incorporated. All Rights Reserved. Pre-Roll and Beyond: Video Advertising...

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