VIDEO INSIGHTS REPORT

Transcription

1 VIDEO INSIGHTS REPORT Key data and insights gathered from our clients U.S. video advertising activity August Tremor Video, Inc. All rights reserved.

2 2 ABOUT THIS REPORT All data was collected from VideoHub for Advertisers (VHA) platform between January 1 March 31, Averages reflect choices made by our clients, and ranges are indicative of the different approaches and outcomes of digital video advertising. 400 BILLION DATA POINTS 2.3B Video ad impressions 10 Performance Metrics 14 Signals 2,371 Placement Flights 44 Media Properties

3 3 THE TOPLINE Screen - shifting advertisers Consumer Packaged Goods advertisers comprised the largest share of the ads with nearly one-third. Entertainment and Tech/ Telcom together didn t even add up CPG s share of total ads served. Auto Other Travel 9% 23% 10% 13% 31% 14% CPG Entertainment Tech/Telcom

4 4 THE TOPLINE Video ad formats: touchy subject While online video provides infinite ways for brands to utilize sight, sound, motion, and TOUCH to engage more deeply their target audiences, 90% of video ads during this period were still repurposed TV spots. 2.44% Average engagement rate RANGE: 0.47% 12.5% 85% Average completion rate 1.07% Average click through rate (CTR) RANGE: 34% 100% RANGE: 0.6% 8.7% Variability for standard metrics like these (range of highest to lowest) was often quite dramatic.

5 5 THE TOPLINE Video: it s like TV, but different Ad delivery was fairly consistent throughout the day, no hour accounting for more than a 6% or less than a 3% share of unique reach. Monday and Tuesday saw slightly higher ad delivery than the remainder of the week. With TV, viewing tends to be more concentrated. Tues-Wed-Thurs prime time slots are the most coveted and sport seasons also cause large swings in ratings. SHARE OF UNIQUE REACH TV s concept of day-parting loses its relevance as consumers tune-in with online content more consistently throughout the day, and it rarely plays a role in digital video planning. 6% 16% A.M. 11 P.M. SUN SAT

6 6 VIEWABILITY It s like TV but way different VideoHub s technology was recently MRC-accredited for five metrics: Average Viewability Percentage; Engagement; Clicks; Video Impressions; and Unique Cookies. In addition to impression viewability and player position, VideoHub now captures and reports on the average viewability of the full video ad session. By collecting viewability insights during each quartile (0-25%, 25-50%, 50-75%, %) and calculating an average, users can get a true measure of viewable impressions. 83% Average Q1 viewability 89% 82% 78% 73% From 43% to a high of 94% average viewability percentage shows just how broad the range of possibiities is for online video viewability. Broadcast TV Sites Cable TV Sites Web-only Destinations/Portals Networks/ Exchanges 83 4 broadcast properties cable properties 5 digital properties 15 digital properties

7 7 VIEWABILITY How we measure average viewability percentage A VIEWER VISITS A WEBPAGE... A pre-roll plays in a medium-sized player but the viewer begins to scroll down halfway through. VideoHub captures the experience throughout the duration of the ad session. DID YOU KNOW? VideoHub is the only MRC accredited technology for a viewability solution for video QUARTILE: AD VIEWABILITY: * 0 100% % 60% 40% 20% AVERAGE VIEWABILITY % [( )/ ] = 100% 80% 50% 30% 4 65% *AVERAGE VIEWABILITY %: The number of an ad s pixels you saw divided by the number of pixels you could have seen.

8 8 PLAYER SIZE Size matters More than half (55%) of all ads were served into Large or Extra-Large players. And more ads were served into Large ( pixel) players than any other size. ADVERTISERS: Do you know what size players your video ads are being shown in? How is this informing your creative and media strategies? XS S M L XL Less than 300 pixels pixels pixels pixels 800+ pixels <1.0% 11.4% 32.8% 44.6% 10.5%

9 9 PLAYER SIZE Different sizes drive different results Completion rates are similar among player sizes, but CTR changes dramatically. The data doesn t necessarily show that bigger is better, just different. 100% COMPLETIONS 93% 0.9% 85% 1.0% 85% 0.9% 78% 66% 0.4% 1.2% CTR 72% 0.2% X-Large Large Medium Small X-Small 0%

10 10 PLAYER SIZE A tale of two video strategies The below charts are a visual representation of player size distribution for two major brand advertisers for all of their Q1 video investments. Each had their own media strategy to achieve their goals. Brand A approaches digital video as a medium to engage viewers more deeply than TV. Brand B approaches digital video as a medium for GRP and incremental reach efficiencies. BRAND A BRAND B ADVERTISERS: How much of this ad delivery do you think was serendipitous vs strategic? More importantly, do you know what your investments would look like in this graph? L/XL M PLACEMENTS S/XS 0 100% 0 100% PLAYER SIZE COMPOSITION (EACH LINE IN GRAPHS ABOVE REPRESENT A PLACEMENT)

11 11 eq TM SCORE VideoHub s first-of-its-kind eq score evaluates three essential variables player size, viewability, and completion rate to show, in one score, the quality of the adviewing experience on each video ad channel. With eq scoring, clients can see, at a glance, the value and true cost of each video ad placement. The benchmark for eq is 77%. Below is the average eq score by placement type. ADVERTISERS: Are you strategizing around price and quality when you re deciding your digital media mix? Networks/ Exchanges 78% 30% 81% Web-only Destinations/Portals 71% 59% 89% Cable TV Sites 74% 53% 90% Broadcast TV Sites 86% 79% 91% 0 100% Performance Range

12 12 PERFORMANCE When assumptions backfire... One- to three-minute videos and 30- to 60-minute videos had nearly the same average (ad) completion rate. CONTENT LENGTH: CTR VS. COMPLETIONS 86% 85% Could short form content viewers be getting more accustomed to pre-roll advertising and hence more willing to sit through an ad? 2.5% 84% 83% 83% AD COMPLETIONS 77% 79% 80% 82% AD CTR 72% 0-30 SEC SEC 1-3 MIN 3-5 MIN 5-15 MIN MIN MIN 60+ MIN 0%

13 13 PERFORMANCE Primetime for performance, not reach TIME OF DAY: CTR VS. COMPLETIONS 86% TV PRIMETIME Although time of day viewing trends are flat for digital video (see page 5), it is interesting that completion rates follow the bell curve of TV ratings/tune-in. 2.5% AD COMPLETIONS AD CTR 72% 6 A.M. 12 P.M. 6 P.M. 12 A.M. 0%

14 14 PERFORMANCE Whether TV - like or digital, performance runs the gamut CONTENT TYPE: CTR VS. COMPLETIONS 95% With Music there appears to be an inverse relationship between Completion Rate and CTR. Some might speculate that it s because music content is experienced more like radio than television. 2.5% AD CTR 70% 0% Education Careers Food & Drink Technology & Computing Sports Style & Fashion Arts & Ent.: Movies Business Home & Garden Family & Parenting Pets Religion and Spirituality Personal Finance Shopping Travel News Law, Gov t & Politics Health & Fitness Science Arts & Ent.: Celebrities Auto Arts & Ent.: TV Real Estate Society Arts & Ent.: Humor Hobbies & Interests Arts & Ent.: Music AD COMPLETIONS

15 15 DEMOGRAPHICS One final head scratcher... According to Nielsen, women spend more time watching traditional TV while men spend more time streaming video online approximately 3 additional hours per month. Our data shows men delivering a slightly higher CTR. Yet, in Q1 VideoHub saw the majority of ads being both planned and delivered toward women. GENDER BREAKDOWN % AGE BREAKDOWN % Age was the sweet spot for ad exposure in Q1. Even though this segment is the least likely to click on an ad WOMEN MEN 65+ Ad impression share (VideoHub) Share of time spent watching video (Nielsen) Source: Nielsen Cross Platform Report: Q (gender) and Q (age)

16 16 ABOUT Tremor Video, Inc, is a leading provider of technology-driven video advertising solutions. Our enterprise solution, VideoHub for Advertisers (VHA), provides our clients a simple way to measure, verify, and analyze the effectiveness of video advertising campaigns across all of their video ad buys. VHA uses our proprietary VideoHub technology to analyze and measure multiple signals to afford transparency into how, when, where, and why people engage with a video ad campaign. From ad serving to analytics, verification to advanced ad formats, VHA s robust, flexible platform simplifies operations, provides actionable insights, and eliminates the need for multiple third-party solutions. videohub.com