Online video ads still have a lot of headroom to grow rapidly as more dollars shift from TV advertising to digital.

1. Augustine Fou- 1 -
Video Ad Load
5%

2. Augustine Fou- 2 -
Video Minutes and Ads
Source: comScore April 2014 press release
Viewers watched 1,067
minutes of online video in
March 2014 (17.8 hours/mo
or 36 mins per day)
Video ads were in 61.6 percent
of all videos viewed and 5.4%
of all minutes spent viewing
video online
March 2014 Data

3. Augustine Fou- 3 -
March 2013 Data
Source: comScore June 2013
Viewers watched 1,250
minutes of online video in
May 2013 (20.8 hours/mo or
42 mins per day)
Video ads accounted for 27.9
percent of all videos viewed
and 2.6% of all minutes spent
viewing video online

4. Augustine Fou- 4 -
Video Ad Views Exploded
Source: comScore Feb 2014 via Marketing Charts
Very likely the increase
was not all due to
human views

5. Augustine Fou- 5 -
TV Ad Load
23 - 32%

6. Augustine Fou- 6 -
TV Ad Load (Nielsen 2014)
Source: Nielsen May 2014

7. Augustine Fou- 7 -
Network TV Ad Load
30% ads
• For every 30 minute episode,
there are about 9 mins of ads (or
10 – 12 ads ) – used How I Met
Your Mother as proxy
32% ads
• For every 60 minute episode,
there are about 19 mins of ads (or
20 – 24 ads ) – used 24 as proxy

8. Augustine Fou- 8 -
Cable TV Ad Load
23% ads
• For every 30 minute episode,
there are about 7 mins of ads
(or 8 – 9 ads ) – used
Spongebob Squarepants as
proxy
30% ads
• For every 60 minute episode,
there are about 18 mins of ads
(or 16 – 18 ads ) – used In
Plain Sight as proxy

9. Augustine Fou- 9 -
DVR Owners Watch 23m
Source: Nielsen Dec 18, 2013
DVR owners watch 23
mins of 30 minute episodes
Source: Netflix

10. Augustine Fou- 10 -
DVR Penetration 7 in 10
Source: LRG via MarketingCharts Dec 2013

11. Augustine Fou- 11 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. Using
insights and fast-feedback loops from
digital, we can not only target brand ads
better, but we can shift towards more
detailed measurement and ROI.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
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