2. INTRODUCTION
VIDEO CONTENT VIDEO ADS BRAND ADVERTISERS
4+ Billion Over 1.8 257
ANALYSIS Content Billion Advertisers
Streams Video Ads
April-June
2012 DESTINATIONS VIDEO AD REACH VIEWER REACTION
684 543 4+ Million
Clicks &
Video Gross Ratings Engagements
Placements delivered
Powering billions of streams, CREATIVE AD LENGTH
VideoHub is a powerhouse of
knowledge. The technology
continually monitors 14+ signals 20% 62%
across video ads and video Advanced Pre-Roll
content, delivering unmatched
:30Second
80%
transparency and insight into
Basic Pre-Roll
TV Spots
the video ecosystem.
3. VIEWING TRENDS
Highest Viewership
in first week in May
TOP TUNE-IN DAYS: Q2 as season finales on
As the 2012 Fall TV season begins and TV kicked-off
9.0
TV everywhere advertising tactics evolve, 8.0
Daily Unique (Millions)
there are many highlights to note from the 7.0
6.0
spring television season. 5.0
4.0
3.0
2.0
Top tune-in week — 4/30 - 5/5 1.0
0.0
The first week of May (start of season finales) 4/1 4/8 4/15 4/22 4/29 5/6 5/13 5/20 5/27 6/3 6/10 6/17 6/24
attracted the highest online ratings with Wednesday saw the
ONLINE TUNE-IN BY DAY OF WEEK: Q2
~2.5 million additional daily viewers compared to highest tune-in. This was
more significant in April &
the average. 18% May with June showing
16%
flatter daily results.
17%
Reach
Composi-on
14% 15%
Summer break — June saw 11% drop-off 12%
14% 15%
14%
13% 12%
Viewership in the spring was highest in April with a 10%
8%
slight dip in overall ratings during May and a 6%
significant drop in June ( -11% in unique reach). 4%
2%
0%
Most popular day of week – Wednesday SUN MON TUE WED THU FRI SAT
Online reach was highest on Wednesday and lowest MOBILE TUNE-IN BY DAY OF WEEK: Q2
on the weekends. As the summer approached,
18%
viewership by day of week became flatter.
Reach
Composi-on
13%
15% 14% 15% 14% 14% 14% 14%
Mobile — Consistent activity
Compared to online, mobile tune-in by day of 8%
week was more consistent across weekdays 3%
and the weekend
-‐2%
SUN MON TUE WED THU FRI SAT
4. VIEWING TRENDS
Top Online Viewing Hours
Daypart: In Q2, online viewing was highest from noon to 5PM while mobile viewing was
strongest from 6PM to Midnight. It was during primetime, however, that online viewers
were more accepting of ads in their viewing experience as ad completion rates were
strongest (less content abandonment during video ad placement). Mobile completion rates 12 PM
were strongest in the late afternoon. to
UNIQUE REACH COMPOSITION BY DAYPART: MOBILE VS ONLINE 5 PM
8.00%
COMPOSITION UNIQUE REACH
7.00%
6.00%
5.00%
4.00% Top Mobile Viewing Hours
Online
3.00%
2.00% Mobile
1.00%
6 PM
0.00%
MOBILE AD to
COMPLETION RATE
11% (all VideoHub mobile Midnight
ads give Consumers the
COMPLETION RATE BY DAY PART: MOBILE VS ONLINE
option to skip)
75% 16%
MOBILE COMPLETION RATE %
ONLINE COMPLETION RATE %
74%
14%
73%
72% 12% Primetime Ads
71% 10%
70%
8% Online
69%
68% 6%
ONLINE AD Mobile Viewers more
67% COMPLETION 4% accepting of
66% RATE 72%
65%
2% ONLINE
64% 0% video ads
versus Mobile
video ads
NOTE: Mobile ads gave viewers the option to Skip to Content resulting in much lower overall completion rates.
5. VIEWING TRENDS
Top tune-in: Content
Entertainment 75% of springtime viewership was across Arts &
Entertainment streams with Health, Gaming &
Health & Fitness Movies Sports also driving popularity.
Television Sports Day of Week Trends:
Entertainment streams were more
Music Gaming popular during the weekdays in
April & May. However, as the
summer hit, tune-in was more
concentrated on the weekend.
Arts & Entertainment
Day of Week Trending
April May June
Stream Composition (%) Stream Composition (%)
Stream Composition (%) 17%
16% 17%
18% 16% 16%
14% 14%
15% 15% 14% 13% 13% 13% 13%
13% 12% 13%
13% 13% 12%
SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT
6. VIEWING TRENDS
Day of Week Trends:
Weekend Viewing
Just like Arts & Entertainment streams, SHOPPNG: STREAM COMPOSITION % (Q2 2012)
Personal Finance and Business content spiked
during the weekdays. The weekends, however, Shopping
18%
17%
tended to attract higher viewership across 13% 13%
16%
12%
Shopping, Home & Garden and Pet videos. 11%
Weekday Viewing SUN MON TUE WED THU FRI SAT
FINANCE VIDEOS: STREAM COMPOSITION % (Q2 2012) HOME & GARDEN VIDEOS: STREAM COMPOSITION % (Q2 2012)
Home & Garden
30% Personal Finance 17%
15% 15%
14% 13%
12% 13%
19% 18%
11%
9% 7%
7%
SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT
BUSINESS VIDEOS: STREAM COMPOSITION % (Q2 2012) PETS VIDEOS: STREAM COMPOSITION % (Q2 2012)
Business Pets
29%
19% 19%
17% 23%
14%
13%
11%
10% 11% 10%
7% 9%
7%
SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT
6
7. ADVERTISER & AGENCY TRENDS
Agency Trends:
As Online Video and TV metrics converge, marketers are evolving the way they plan, buy, and optimize video
advertising. Across 684 video placements in Q2, CPG campaigns were focused on ratings and guaranteed
audience buying. The majority of optimization, however, was on clicks and completes.
Health & Lifestyle campaigns were more likely to optimize to mid-funnel performance metrics like brand lift and
engagement rate instead of clicks and completions versus the average.
Brand Metrics based on VideoHub s Engagement: Unique roll-over
in-stream survey delivered directly from our video or click within an interactive Indicates a vertical’s propensity to
ad server allowing for dynamic optimization across preroll ad that launches an buy based on guaranteed
survey results. engagement slate and pauses
audiences, measured in GRPs.
the base preroll video
Optimization KPI: Digital Video Campaigns (April - June 2012)
CAMPAIGN BRAND COMPLETION ENGAGEMENT CLICK CONVERSION AUDIENCE
VERTICAL METRICS RATE RATE RATE RATE GRPs
AUTOMOTIVE 4% 30% 17% 47% 1%
BUSINESS/FINANCE 19% 24% 22% 35% 0%
COMPUTING/TECH 13% 47% 3% 37% 0%
CONSUMER ELECTRONICS 9% 9% 27% 55% 0%
CPG 16% 26% 16% 42% 0%
ENTERTAINMENT 4% 46% 18% 32% 0%
FOOD & DRINK 14% 24% 17% 31% 14%
HEALTH & LIFESTYLE 31% 34% 9% 25% 0%
RETAIL 7% 33% 13% 46% 0%
TELECOM 0% 58% 8% 33% 0%
TRAVEL 4% 16% 9% 61% 11%
MOST FREQUENT CAMPAIGN OPTIMIZATION KPI
8. AGENCY & BRAND PERFORMANCE TRENDS
Awareness Index (Q2 Average):
VideoHub Ranks the ability of digital video inventory to drive
awareness against an audience. The technology factors three
variables to calculate the awareness quality against an audience:
Player Position, Player Size, and Completion Rate of the ad.
390
High Awareness
Ratings
Across 543 Ratings in Q2
PLAYER POSITION DISTRIBUTION (relative to browser position) Campaign Outliers
Not Visible: Max 25%, Min 0%
In-View: Max 100%, Min 45%
70% 21% 9%
In-View Partially Visible Not Visible
PLAYER SIZE DISTRIBUTION Campaign Outliers
Small: Max 76%, Min 0%
4% 33% 26% 31% 6%
XS: Max 20%, Min 0%
x-large large medium small x-small
AD QUARTILE DISTRIBUTION :15 vs. :30 Spots
Completion Rate (:15): 75%
72% 6% 5% 6% 11%
Completion Rate (:30): 70%
Completed 75% 50% 25% <25
9. AGENCY & BRAND PERFORMANCE TRENDS
Engaged Time Spent = Total time spent with an interactive
preroll across viewers who opted to engage with the ad.
Performance Benchmarks by Vertical Watched Time Spent = total time with an interactive pre-
Food & Drink ads drove the strongest completion rates while Retail and roll across viewers who did NOT engage with the ad
Telecom ads resulted in the top CTR. In terms of engagement, Computing/ Engagement: Unique roll-over or click within an interactive
Tech interactive video ads drove the highest percentage of engaged viewers preroll ad that launches an engagement slate and pauses
while the strongest time spent for engaged viewers was in the consumer the base preroll video
electronic vertical.
Engaged Time Spent Range
Completion Click Engagement Watched Time Engaged Time Low End High End
Vertical
Rate Rate Rate Spent (s) Spent (s) (s) (s)
Automotive 73.95% 0.77% 1.02% 23.75 45.35 20.69 99.06
Business and Finance 77.79% 0.82% 1.65% 20.99 48.03 25.52 80.11
Computing/Tech 72.66% 0.80% 3.64% 22.94 32.09 - -
Consumer Electronics 53.22% 0.56% 1.14% 21.04 64.19 46.08 75.44
CPG 73.03% 0.51% 1.36% 20.48 45.95 16.51 96.91
Entertainment was
not the top overall
Entertainment 75.50% 0.75% 1.40% 23.69 53.58 17.95 142.10 performer for
engaged time
Food and Drink 78.18% 0.48% 1.10% 18.44 49.84 28.78 63.52 spent, but it did
drive the high end
of the spectrum
Health and Lifestyle 72.34% 0.84% 2.36% 18.16 46.80 37.93 55.66
Retail 60.47% 1.12% 2.48% 23.73 48.57 23.49 80.15
Telecom 67.51% 1.20% 0.70% 25.16 46.32 24.47 68.17
Travel 69.41% 0.71% 2.29% 23.77 49.12 23.67 98.33
Grand Total 71.65% 0.71% 1.44% 22.35 49.33 16.51 142.10
10. SIGNAL PERFORMANCE INDEX
What s Your Signal?
In addition to ranking awareness quality of delivery and video metrics, VideoHub analyzes over 14 signals that impact goals
across the brand funnel from unique reach to conversions. Across the 257 advertisers in Q2, the Geographic location of the
viewer and frequency of ad exposure made the biggest impact on brand health performance. Completion rate, however, was
more likely to be impacted by content related signals including the publisher, category of the video stream, viewer content
history, player size and content length.
Brand Actions Completions
Metrics Performance Clicks & Engagements 100% of Ad Viewed
1 Geo 1 Publisher 1 Publisher
2 Frequency 2 Player Size 2 Content Category
3 Publisher 3 Browser Type 3 Viewing History
4 OS Type 4 Frequency 4 Player Size
5 Browser Type 5 Geo 5 Content Length
6 Video View History 6 OS Type 6 Browser Type
7 Player Size 7 Content Length 7 Video Consumption
8 Content Category 8 Video Consumption 8 OS Type
9 Content Length 9 Content Category 9 Geo
10 Time of Day 10 Video View History 10 Time of Day
11 Day of Week 11 Time of Day 11 Frequency
12 Demographics 12 Day of Week 12 Day of Week
13 Video Consumption 13 Demographics 13 Demographics
11. TOP SEGMENTS IN Q2
Segment Personality Profiles
A high signal ranking in VideoHub indicates
Mobile
Actions Family & Parenting
Clicks & Engagements Women Lifestyle
the segments within a signal had high levels
of performance variation.
In Q2, signal trends were consistent across campaigns
and verticals (i.e. Content Category was consistently a
top signal impacting completion rates across several
L/XL Players Sunday brands). However, within signals there was broad
Shopping variation across campaigns in terms of the segments
that maximized results (i.e. the specific Content
Categories driving optimal performance varied). The
Afternoon
Brand
circles indicate segments that drove the highest
overall results across verticals.
1-2x Frequency
Metrics Performance
Short Form
A 35+
XL Players Completions
100% of Ad Viewed
Clips Movies
Early Evening Long form video
Hobbies
Family & Parenting
Men Mac OS X
Mid-Roll
3-7x Frequency Mid-Week
Business Primetime
Entertainment TV Network Television
Gaming Properties
Monday
A18-34
12. SIGNAL DEEP DIVE: DAY OF WEEK
Day of week: Sunday resulted in a higher propensity for viewers to
interact with video ads prior to consuming their content, while
weekdays resulted in the strongest completion rates. However, Day of Completion
Week ranked 10th and 11th in terms of its relative impact on brand LEAN
metrics, completions and actions. This means other signals played a
TU WED TH FORWARD
larger factor in performance results.
Action VIEWING
Viewers are more likely
MOST 72% to actively participate
Ratings POPULAR
VIEWING DAY
Completion SUNDAY with commercials
Digital viewing spiked MOST
MONDAY on the 30th through
the first week of May
as season finales
VALUED
CONTENT
1.48%
ENGAGEMENT
kicked-off Viewers are more RATE
30th likely to view ads to
get to reach their
APRIL desired content
Tune-‐In
by
Day
of
Week
AD
PERFORMANCE
BY
DAY
OF
WEEK
Unique
Reach:
Q2
2012
Completion Rate SUPER PRE-ROLL ENGAGEMENTS PRE-ROLL CTR
18%
73% 1.60%
16% 17%
1.40%
Unique
Reach
Composi-on
72%
14% 15%
14%
15%
1.20%
14%
CTR
&
ENGAGEMENT
12% 71%
13%
12%
COMPLETIONS
1.00%
10% 70%
0.80%
8%
69%
0.60%
6%
68%
0.40%
4%
67% 0.20%
2%
0% 66% 0.00%
SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT
13. SIGNAL DEEP DIVE: CONTENT CATEGORY
Trending Categories
Highest spikes in unique reach from April – June 2012 Content Category ranked second in terms
of its relative impact on ad completion and
viewer action rates. Hobbies & Interest content
Hobbies Careers drove stronger completion rates while Travel
Shopping Interests content saw the highest abandonment during
ad placement.
Education Travel Both Hobbies & Interests and Travel videos
Science were trending categories in Q2.
Spirituality & Religion
PERFORMANCE BY CONTENT CATEGORY
Completion Rate Action Rate (Engagement & Click)
90% 82%
2.00%
75%
79%
80%
79%
77%
77%
78%
78%
1.80%
80% 73%
72%
71%
68%
68%
66%
68%
1.60%
70% 63%
COMPLETION
RATE
56%
1.40%
ACTION
RATE
60%
52%
1.20%
50%
1.00%
40%
0.80%
30%
0.60%
20% 0.40%
10% 0.20%
0% 0.00%
14. SIGNAL DEEP DIVE: CONTENT CATEGORY (cont.)
Content Category and Ad Type
The impact of content on clicks and engagements varied based on ad format. Interactive pre-roll (Super
Pre-Roll ads) showed high swings in engagement behavior based on the content it was played in front of.
Family & Parenting content drove the highest engagement rates while Tech/Computing and Pet content
performed below average.
Click-out (CTR) behavior across basic pre-roll ads saw less variation across content categories. Auto and
Health/Fitness content resulted in slightly above average CTR performance.
PERFORMANCE BY CONTENT CATEGORY
CLICKS VS. ENGAGEMENT SUPER PREROLL ENGAGEMENT PREROLL CTR
5.0%
4.3%
4.5%
4.0%
3.5%
CTR
&
ENGAGEMENT
RATE
3.1%
3.0% 2.7%
2.5%
2.5%
2.5%
2.3%
2.5% 2.1%
2.0%
2.0% 1.7%
1.6%
1.6%
1.5%
1.5%
1.4%
1.4%
1.5% 1.1%
1.1%
1.64%
1.0%
1.45%
1.0% 1.31%
1.35%
1.21%
1.24%
1.22%
1.31%
1.15%
0.99%
1.01%
0.96%
1.02%
0.5% 0.90%
0.77%
0.89%
0.95%
0.93%
0.69%
0.0%
15. SIGNAL: TIME OF DAY
Top Online Viewing Hours
Time of Day
Across different day parts both engagement and completion rates
for online video ads were relatively stable. Completion rates spiked
12 PM
during primetime hours and engagement rate saw a slight uptick in to
the morning hours. 5 PM
PERFORMANCE BY TIME OF DAY
Actions vs. Completions
75.00%
1.80%
74.00%
1.60%
73.00%
1.40%
72.00%
COMPLETION
RATE
1.20%
71.00%
ACTION
RATE
70.00%
1.00%
69.00%
0.80%
68.00%
0.60%
67.00%
0.40%
66.00%
0.20%
65.00%
64.00%
0.00%
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
AM
AM
AM
AM
AM
AM
AM
AM
AM
AM
AM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
PM
AM
CompleCon
Rate
PRE-‐ROLL
CTR
SUPER
PRE-‐ROLL
ENGAGEMENT
16. SIGNAL: CONTENT LENGTH
Content Length & Player Size
Highest Unique Reach of video ads
Both signals had a significant impact on ad action and ad
completion. Completion rates were in the 90% range for both
Short Form Content & Large
Long-Form content and XL Players. After accounting for XL
and Small Players
33% (large players)
players and content above 30 minutes, there was less
31% (small players) variation in performance across other content lengths and
player sizes (with the exception of 0-30 second content which saw a
significant drop in completion rate performance).
THE IMPACT OF CONTENT LENGTH AND PLAYER SIZE ON AD PERFORMANCE
Completion Rate PRE-ROLL CTR SUPER PRE-ROLL ENGAGEMENT
100%
2.0%
100% 93% 2.5%
90%
89%
90%
1.8%
90%
CLICK AND ENGAGEMENT RATE
80%
76%
1.6%
71%
70%
80% 74% 2.0%
68%
69%
73% 73%
COMPLETION RATE
70%
1.4%
70% 67%
COMPLETION RATE
ACTION RATE
60%
54%
1.2%
60% 1.5%
50%
1.0%
50%
40%
0.8%
40% 1.0%
30%
0.6%
30%
20%
0.4%
10%
0.2%
20% 0.5%
0%
0.0%
10%
0-‐30
30-‐60
1-‐3
3-‐5
5-‐15
15-‐30
30-‐60
60+
0% 0.0%
seconds
seconds
minutes
minutes
minutes
minutes
minutes
minutes
X-SMALL SMALL MEDIUM LARGE X-LARGE
17. OUTLIERS: PLAYER SIZE & CONTENT LENGTH
Outliers: Although long form content and XL players are more likely to drive ad acceptance or high completion rates, there
were several outliers. On a popular entertainment group of sites, short form content and small players were equally
powerful at driving ad performance.
Publisher Spotlight: Entertainment
Across a popular entertainment publisher
that operates multiple properties, viewability Publishers who increase
Key takeaway
was consistently in the top percentile,
averaging above 90%. And, despite varying
If a consumer values the
content, they will accept ads
player si ze should see a
content lengths and player sizes,
completion rates consistently performed
into their experience. But any jump in stickiness and less
publisher can increase their
above average showing the demand and player size for a boost in abandonment due to ads
value placed on the content by consumers. performance! (assuming viewability!)
Celebrity and Gossip destination
Average Content Length Average Player Size Average Completion,
:30 Spots
30 sec - 5 min M to L 93%
Afternoon Television: Full Episodes, Highlights and Clips
Average Content Length Average Player Size Average Completion,
30: Spots
5 – 15 min Large 90%
Entertainment TV: Full Episodes
Average Content Length Average Player Size Average Completion,
:30 Spots
15 – 30 min L to XL 94% 17
18. OUTLIERS CONTINUED
NEED MORE PROOF?
Take a look at the 16 publishers below covering a wide range of content. There is almost no
difference in completion rate performance across :15 and :30 second ads. If the viewer values
the content enough, they accept the ads into their viewing experience.
Publisher :15 :30 Delta
Sports Publisher 92.26% 93.21% -0.95%
Entertainment Publisher 36.59% 37.27% -0.68%
Entertainment News Publisher 92.42% 93.10% -0.68%
Music Publisher 84.86% 85.34% -0.48%
Sports Clips 86.17% 86.55% -0.38%
Entertainment Publisher 72.18% 72.55% -0.37%
Television Publisher 92.83% 93.20% -0.36%
General Video Publisher 93.71% 93.80% -0.09%
Television Publisher 94.80% 94.89% -0.08%
General Video Publisher 89.68% 89.65% 0.03%
DIY Video Publisher 62.56% 62.45% 0.12%
Local News Publisher 82.66% 82.49% 0.17%
Gaming Publisher 94.95% 94.76% 0.20%
Television Publisher 97.35% 96.91% 0.44%
Video Aggregator 85.60% 85.08% 0.52%
Gaming Publisher 95.67% 94.87% 0.79%
18
20. CLIENT CASE STUDY
CPG Advertiser: Repurposed :30 sec TV Spot Targeting W 18-49
The campaign reached 9.8 million unique viewers with a 43% composition against the target. However, composition
against W18-49 within high awareness environments was 20% of overall delivery. The target audience was less
likely to interact/click on the :30 spot versus the campaign average. However, they did slightly over-indexing for
brand lift (purchase intent).
UNIQUE QUALITY BRAND ACTION RATE
REACH AWARENESS HEALTH (Clicks)
Total Audience Total Audience Total Audience Total Audience
9.8 Million 5.4 Million 4.12% Lift 1.11% CTR
On Target W18-49 On Target W18-49 Target W18-49 Target W18-49
4.2 Million 2.2 Million 4.20% 0.8%
PLAYER POSITION DISTRIBUTION (relative to browser position)
89% 9% 1%
In-View Partially Visible Not Visible
PLAYER SIZE DISTRIBUTION
4.2% 41.1% 44.8% 9.2% 0.61%
x-large large medium small x-small
AD QUARTILE DISTRIBUTION
Completed 75% 50% 25% <25
71.2% 6% 6% 7% 10%
21. CLIENT CASE STUDY: TOP SEGMENTS
Actions
Click Exposure against women of all ages and
Careers 5-15 minute content resulted in higher
interaction rates with the :30 CPG spot,
Business Content while women 18-34 and 30+ minute
content maximized completion rates. For
Large Sports brand lift, the weekends and higher
frequencies were optimal in enhancing the
Players 5-15min content effectiveness of the campaign.
Health/Fitness
Brand Afternoon
1x Frequency Completions
100% of Ad Viewed
Metrics Performance women
Long form Movies
content Long form Video
Weekends Mac OS X
Pet Content XL Players
Business Content
Wednesday
4-6x Frequency Primetime West
Coast
Early Gaming Properties
Morning W18-34
