AdoTube Format Index Q3 2011
Transcript of AdoTube Format Index Q3 2011
AdoTube Q3 2011Format Index
Q3 2011 Key Takeaways
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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Advertisers see the power of interactivity
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Q1 2011
Interactive Jumps to 61%, Pre-Roll Drops to 10%
Q2 2011
Pre-Rolls drop to 10% due to interest in interactive formats
Interactive formats now account for 61% of all ads sold
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Q3 2011
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CTR Stabilizes at 2.1%
2009 Q1 2010
Q2 2010
Q3 2010
Q4 2010
Q1 2011
Q2 2011
Q3 2011
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Average CTR
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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 small percentage of overall video ads, it is expected that this format will continue to grow in popularity with marketers.
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In-Stream Takeover
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Delivering the Same Display Message In-Stream Still Generates 6X – 25X Interaction
& Click-through Rates
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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. CTR
Close Rate Engagement Rate
Doubleclick Benchmarks 2010*
Branded Overlay .49% 29.9% N/A Flash 728x90.08% CTR
Interactive Overlays 1.47% 22.6% 19.77%
Rich Media 728x90 .06% CTR
Expanded Non-Video2.74% Interaction Rate**
In-Stream Takeover 2.30% 17.1% N/A Rich Media
336x280 .13% CTR
Source: *Doubleclick Benchmarks, 2010: http://www.google.com/adwords/watchthisspace/tools/**http://www.google.com/adwords/watchthisspace/tools/#methodology-and-definitions
CTR View-Thru Rate (25%)
View-Thru Rate (100%)
Close Rate Abandonment 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%
Polite Pre-Roll® & Ad Selector – Show Low Abandonment
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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
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Ad Selector shows continued strength
Average Increase in Spend in 2011
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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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Propelled by CPG, Government and Food Service
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.
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GlossaryIn-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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