Eye Blaster Video Analytics Bulletin

8/6/2019 Eye Blaster Video Analytics Bulletin

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2009 Eyeblaster. All rights reserved

Online Video Advertising Analytics BulletinPresented by: Martin Ross Q2 2010

Making Video Play


How was the research conducted?

Why is video advertising growing so fast?

How can publishers help video succeed?

Interactivity: Who is driving?

Agenda


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W h o

W e

A r eEyeblaster

empowers marketersto engage consumers online

with more impact and efficiency

2009 Eyeblaster. All rights reserved Confidential

Methodology


Mining Eyeblasters database,which contains a large portion ofRich Media ads served worldwide.


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Dwell Rate


The proportion of impressions thatwere intentionally engaged with bytouch, interaction or click.


Average Dwell Time


The average duration ofengagement with the marketingmessage.


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2009 Eyeblaster. All rights reserved 2009 Eyeblaster. All rights reserved

Videoadvertising is growing

60%faster thanRich Media


Superfast Growth

From 2006 to 2009, video impressions grew tenfold overall.


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Superfast Growth

In the next four years, video advertising spend is expected to quadruple.


Today, video advertising accounts for 35% ofRich Media.

With the current trend, video will dominate RichMedia.


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ROIon video ads is

X2of Rich Media


0%1%2%3%4%5%6%7%8%

9%10%

No Video Video0

10

20

30

40

50

60

70

No Video Video

Campaign BoosterPerformance of Rich Media with and without Video

Source: Eyeblaster Research. Data: Q4 2008 to Q3 2009, Worldwide.

Dwell Time Dwell Rate

Adding video to Rich Media doubles Dwell Time, and increases Dwell Rate by 25%.


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Higher ROI

120%

250%

0%

50%

100%

150%

200%

250%

300%

IncrementalCost

IncrementalDwell*

Video vs. Rich Media w/o Video

ROI =Incremental DwellIncremental Cost

= ~200%

* Incremental Dwell = incremental Dwell Time multiplied by incremental Dwell Rate.

Video yields 200% ROI, as compared to non-video Rich Media.


Format and Engagement

V i d e o

C o n

t e n

t

In-Stream

Similar in concept to TV spots.

Short content short ads, long content long ads.

Sound on environment.


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V i d e o

C o n

t e n

t

In-Stream




T e x

t u a

l C o n

t e n

t

ExpandableBanners

Increase the space for the video.

Work with longer videos.

Teaser video increases attention



V i d e o

C o n

t e n

t

In-Stream




T e x

t u a

l C o n

t e n t Expandable

Banners

Increase the space for the video. Work with longer videos.


Polite Banners Can be used with auto/user initiated video.

Attract attention from the content.


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V i d e o

C o n

t e n

t

In-Stream




T e x

t u a l C o n

t e n

t

ExpandableBanners

Increase the space for the video.

Work with longer videos.


Polite Banners Can be used with auto/user initiated video.

Attract attention from the content.

Floating Ads

Exceptional in creating engagement.

Retain attention for a short period.

Can be used with repurposed TV ads.


Adding video to Rich Media ads increases theirDwell and ROI.

Video works best when it is aligned with adformat.


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Innovative useof videodoubles

performancecompared tosimple use of video in banners


Eyeblaster TV Auto-initiated with sound turned on with low volume.

Used to deliver repurposed TV ads on textual websites.
http://search.babylon.com/home


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Eyeblaster TVEyeblaster TV Performance


0%

5%

10%

15%

20%

25%

Other EyeblasterTV

0%

10%

20%

30%

40%

50%

60%

Other EyeblasterTV

Assertive, but not so aggressive that it drives users to turn the ad off.

AttentionDwell Rate

RetentionVideo Fully Played Rate


Appears on thewebpage as a regularbanner.

Expands to provide afull screen cinema-likeexperience.

Provides a highlyimpactful experiencefor a self-selectedgroup.

HD video ads


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0%

10%

20%

30%

40%

50%

60%

Other HD Video

HD Video AdsHD Video Performance


0%

2%

4%

6%

8%

10%

12%

Other HD Video

HD increases attention and retention by ~17%.

AttentionDwell Rate



Appears as a regularad on the page.

Takes over thepublishers webpagefor a highly impactfulad.

Provides amemorable experiencefor a self-selectedgroup.

Homepage Takeover



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0%10%20%30%40%50%60%70%

Other HomepageTakeover

0%1%2%3%4%5%6%7%8%

Other HomepageTakeover

Homepage TakeoverHD Video Performance

Source: Eyeblaster Research. Data: Q4 2008 to Q3 2009, North America.

AttentionDwell Rate


HP Takeover increases attention by 21% and retention by 19%.


Video Extender New format that relies on Eyeblasters video best practices.

Appears as a regular ad on the screen.

Can be extended to any size by the user on the publishers page.


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Assertive but not aggressive is highly effective.

Users respond positively to engaging innovation.

Highly engaging memorable experience isdelivered only to a self-selected group.


Video

performs

betterwith

engaging content


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Content and Mail Coincides with Video

News, sport, music, finance, mail and homepage are high on Dwell Rateand Video Fully Played Rate.


Content and Mail Coincides with Video

Social networks and games environments tend to have lower video performance.


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Prime Time at the Office

A large portion of ads are watched from the office, between 9 am and 5 pm .

Office Hours


Video does not compete with publishers contentbut complements it.

Web pages with extensive and engaging contentincrease the effectiveness of video ads.

Users are more lenient with their time at theoffice.


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Put the userin the

driver seatbut

hold the wheel


Turning OnVideo Un-Mute Rate for Videos with Sound Turned Off

Source: Eyeblaster Research. Data: Q2 2009, Worldwide.

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

User-Initiated / Click User-Initiated /Rollover

Auto-Initiated U n -

M u t e

R a t e

O u t o f

V i d e o

I m p r e s s i o n s

Relatively few users un-mute video ads.

AUTO


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Sound and Fully Played Rate


The Fully Played Rate Effect of Sound on Video

0%

10%

20%

30%

40%

50%

60%

Auto-Initiated User-Initiated / Rollover User-Initiated / Click

V i d e o

F u l

l y P l a y e

d R a t e

On Off

In click-initiated, sound-on increases Fully Played Rate by 5% .

AUTO


Sound and Fully Played Rate


The Fully Played Rate Effect of Sound on Video

0%

10%

20%

30%

40%

50%

60%

Auto-Initiated User-Initiated / Rollover User-Initiated / Click

V i d e o

F u l l y P l a y e

d R a t e

On Off

Differences between on/off indicate that many users do not mute their speakers .

AUTO


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Video ads should not rely on sound to conveythe marketing message.


The full research can be found in the Resource Library at www.eyeblaster.com
http://www.eyeblaster.com/Content.aspx?page=resourcehttp://www.eyeblaster.com/Content.aspx?page=resource


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Thank You

[email protected]: +65 91821455

The full research can be found in the Resource Library at www.eyeblaster.com
http://www.eyeblaster.com/Content.aspx?page=resourcehttp://www.eyeblaster.com/Content.aspx?page=resource

Eye Blaster Video Analytics Bulletin

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