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2012 Global Format Index
March 2013
2
2012 Key Takeaways
Interactive pre-rolls drive the highest CTRs across all markets.
AdoTube exceeds industry CTR and Engagement Rate benchmarks across all markets.
Including a dismiss button can reduce page abandonment by as much as 8%.
11% of users elect to dismiss full-stream units, compared to 55%-85% for YouTube TrueView ads.
Re-Engagement of an interactive pre-roll after dismissal is 1.1%.
Increase in standard pre-roll attributed to global adaption of in-stream advertisements. Similar to
what US experienced when the market first started testing video formats.
Audiences ranging from 18-54 are more engaged with in-stream ads .
Canada has showed strong growth for in-stream video. Running 2X as many campaigns in Q4 2012
as the previous quarter and over 5X as many as in Q1.
Across all global markets Q4 proved be the most active for video.
3
Full-Stream units account for 82% of ads in 2012
*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers
4
2011 2012
Since their introduction, Interactive Pre-Rolls have grown in popularity, helping brands
effectively deliver on KPIs like engagement rate, brand awareness, video completion and
more due to their:
Full-Stream placement, which creates a high impact
Customization and interactive features, which increases engagement and allows brands to deliver their
message throughout the whole ad experience
Ability to dismiss, which provides a better user experience and more qualified viewthroughs
Percentage of Total Impressions
2010
10%
21%
39%
30%
5%
13%
46%
36%
11%
20%
50%
19%
4
Interactive Pre-Rolls drive the highest CTRs
across all markets
5*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers,**Branded Overlay data not
available for Canada
*** CTR does not include clicking to dismiss
Average CTR per ad unit per quarter (global)
More mature markets like US, UK, Canada, and Australia see lower CTRs
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Australia/NZ Canada India Middle East Russia/Ukraine Southeast Asia United Kingdom United States
Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll Overall
3.69% 1.69% 4.02% 4.72% 6.59% 5.99% 3.67% 1.98%
Overall
2012 CTR is strong at 2.6%,
compared to the overall average of 2.0%
6*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers
**CTR does not include clicking to dismiss
Average CTR per ad unit per quarter (global)
Historical Average
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
Q1'2010 Q2'2010 Q3'2010 Q4'2010 Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012 Q2'2012 Q3'2012 Q4'2012
Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll
0.94% 1.01%
1.43%1.66%
1.86%
2.25%2.06%
2.25% 2.34%
2.66% 2.59%2.74%
Quarterly Average
AdoTube exceeds industry CTR benchmarks
across all markets
7
*AdoTube Benchmarks Based on 2012 Data for Interactive Pre-Rolls and Standard Pre-Rolls
**Industry Benchmarks Source: DoubleClick for Advertisers, a cross section of countries with statistically significant rich
media metrics, January 2010 - December 2010. Data not available for India, Russia/Ukraine, or Middle East.
*** CTR does not include clicking to dismiss
0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00%
United States
United Kingdom
SE Asia
Canada
Australia/NZ
AdoTube Benchmark Doubleclick Benchmark
14%
64%
130%
86%
7%
Historical Average
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
Q1'2010 Q2'2010 Q3'2010 Q4'2010 Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012 Q2'2012 Q3'2012 Q4'2012
Interactive Overlay Interactive Pre-Roll
1.30%
1.55%
2.03% 1.95%
2.34%
1.91%
2.20%
1.88%
2.51%
3.09%
2.46%
2.77%
Quarterly Average
Interactive Pre-Rolls continue to drive high engagement
in 2012 at an average rate of 3.75%
8*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers
**Engagement Rate does not include clicking to dismiss
Average engagement rate per ad unit per quarter (global)
Fueled by the Interactive Pre-Roll’s increasing popularity, the
overall engagement rate grew by 80% between 2011 and 2012
9
Average engagement rate per ad unit per year (global)
*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers
**Engagement Rate does not include clicking to dismiss
0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00%
2012
2011
2010
2.96%
1.7%
1.25%
3.8%
2.6%
2.8%
0.90%
1.5%
1.1%
Interactive Overlay Interactive Pre-Roll Quarterly Average
Interactive Pre-Rolls show strong engagement
rates across all markets
10
Average engagement rate per ad unit per market (2012)
*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers
**Engagement Rate does not include clicking to dismiss
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
Australia/NZ Canada India Middle East Russia/Ukraine Southeast Asia United Kingdom
United States
Interactive Overlay Interactive Pre-Roll Overall
4.4% 1.8% 5.3% 5.6% 8.2% 7.7 4.8% 2.5%
Overall
Video completion rates stabilize during 2012
Standard Pre-Roll leads with an average video completion rate of 64%,
with the Interactive Pre-Roll average close behind at 55% during 2012.
11*Interactive Pre-Rolls include Polite Pre-Rolls and Ad Selectors
Average video completion rate per ad unit per quarter (global)
41%
43%
40%
46%
51% 51%
59%
63%
65%
63%64%
65%
37%
34%
36%
38%
44%45% 45%
53% 53%54%
55%56%
30%
35%
40%
45%
50%
55%
60%
65%
70%
Q1'2010 Q2'2010 Q3'2010 Q4'2010 Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012 Q2'2012 Q3'2012 Q4'2012
Standard Pre-Roll Interactive Pre-Roll
When comparing engagement and click
through rates AdoTube consistently
outperforms those same competitors by
between
5X to 20X
AdoTube has seen industry
benchmarks skewed by
competitors using In-Banner, In-
Game, in-page pop-up, and Auto-
play video syndication to achieve
higher video completion rates.
Standard Pre-Rolls drive highest video completion
rates in all markets
12*Interactive Pre-Rolls include Polite Pre-Rolls and Ad Selectors
2012 average video completion rate per ad unit per market
0%
10%
20%
30%
40%
50%
60%
70%
Australia/NZ Canada India Middle East Russia/Ukraine Southeast Asia United Kingdom
United States
Standard Pre-Roll Interactive Pre-Roll Overall
55%61% 50% 49% 58% 55% 60% 63%
Overall
Ad Unit CTRVideo Completion
Rate
Dismiss
Rate
Abandonment
Rate
Standard Pre-Roll 2.8% 64% n/a 33.2%
Interactive Pre-Roll 3.2% 55% 11% 30.8%
69.2% of users actively engage with Interactive Pre-Rolls
By clicking through, watching the whole video, or dismissing the units
13
Including a dismiss button can reduce page abandonment by as much as 8%.
Dismissing an interactive pre-roll doesn’t end the brand experience – two leave-behind snipers remain in the lower
one-third of the stream that continue to distribute the brand message and allow the user to re-open the ad or click
through to the brand’s site.
*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers
**Data across all markets for 2012 only
***CTR does not include clicking to dismiss
11% of users elect to dismiss full-stream units, compared
to 55%-85% for YouTube TrueView ads
*TrueView stats from 2012 Google internal data,**AdoTube data across all markets for 2012 only,***CTR does not
include clicking to dismiss
Ad Unit CTRVideo Completion
Rate
Dismiss
Rate
Re-Engage
Rate
Polite Pre-Roll® 3.2% 57% 10% 0.2%
Ad Selector 2.9% 53% 12% 0.3%
Polite Pre-Roll® with
Full-Screen Expansion2.9% 52% 8% 3.1%
In-Stream Takeover 3.3% n/a 12% 0.7%
Full-Stream Average 3.2% 55% 11% 1.1%
Interactive Overlay 0.8% n/a 26% 0.6%
Branded Overlay 0.4% n/a 12% 0.2%
Overlay Average 0.6% n/a 19% 0.4%
Dismiss rates for AdoTube full-stream units range from 8%-12%, with an average of 1.1% of users opting to
re-engage with the unit via the leave-behind reminder
AdoTube’s Polite Pre-Roll® with full-screen expansion sees the lowest close rate at 8% and the highest re-
engagement rate at 3.1%
14
Performance varies for :15 and :30 units
15
30 second videos seem to be favored by advertisers
Representing 55% of standard Pre-Roll impressions and 64% of Interactive Pre-Roll impressions (58%
overall).
Different video lengths help achieve different goals:
Video Completion:15 second videos have 20% higher video completion rates than 30 second videos, on
average
Traffic Driving: 30 second videos have 19% higher average CTRs than 15 second videos
Engagement: 30 second videos have 24% higher average engagement rates than 15 videos
Ad Unit CTR Engagement Rate Video Completion Rate
Standard Pre-Roll (:15) 2.5% n/a 69%
Interactive Pre-Roll (:15) 2.7% 3.4% 60%
Average (:15) 2.6% 3.4% 67%
Standard Pre-Roll (:30) 3.0% n/a 59%
Interactive Pre-Roll (:30) 3.4% 4.2% 52%
Average (:30) 3.1% 4.2% 56%
*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers
**Data across all markets for 2012 only
*** CTR and engagement rate do not include clicking to dismiss
Introducing Full-Screen Expansion
16
AdoTube continues to innovate in the in-stream space, with the introduction of full-screen functionality. It can be paired
with virtually any interactive unit and is ideal for the following goals:
Branding: high impact placement helps drive awareness
Engagement: expanded state simulates a microsite environment where various interactive features can be
included, like photo galleries, games, and multiple videos
Long-form Content Distribution: up to 4 minutes of video can be housed in the full-screen state
Click Screenshots for Live Examples
Video in Video In-Stream TakeoverPolite Pre-Roll
CPG is the top vertical in 2012
17*Data across all markets for 2012 only
Top 10 Verticals
(% of Total Campaigns)
Food Services
Electronics
B2B
Travel
Mobile
Finance/Insurance
Retail
Entertainment
Auto
CPG
3.7%
4.0%
4.2%
4.6%
4.9%
6.9%
11.1%
12.3%
14.5%
19.2%
Mobile
B2B
Travel
Finance/Insurance
Entertainment
Communications
Electronics
Auto
Retail
CPG
2.4%
3.6%
4.6%
5.6%
8.4%
9.7%
10.7%
11.5%
11.5%
21.7%
Top 10 Verticals
(% of Total Impressions)
When are advertisers using in-stream video?
18
CPG and auto have a large presence year-round, while mobile and travel focus on Q2 and Q3, respectively
Q1 and Q4 are important times for retail
*Data across all markets for 2012 only
Q1 Q2 Q3 Q4
1 Entertainment CPG CPG CPG
2 Auto Auto Auto Auto
3 Retail Entertainment Entertainment Retail
4 CPG Retail Travel Entertainment
5 Finance/Insurance Mobile Finance/Insurance Finance/Insurance
Top 5 verticals per quarter in number of campaigns
Audience snapshot: top verticals by gender
*Data across all markets for 2012 only, **CTR and engagement rate do not include clicking to dismiss
Web services & products: 52% higher
CTR and 24% higher video completion
rate, compared to females
Gaming: 52% higher CTR and 35%
higher engagement rate, compared to
females
Sports: 56% higher engagement rate
than females
Electronics: 17% higher video
completion rate than females
Males
CPG: 28% higher CTR than males
Fashion: 19% higher CTR and 7%
higher engagement rate, compared to
males
Communications: 5% higher
engagement rate than males
Retail: 11% higher video completion
rate than males
Males Females
19
Audience snapshot:
Males lead in CTR, VTR, and engagement rates
The male and female demos performed
comparably in terms of overlay CTR and
engagement rate and overall video
completion rate.
Males appeared more responsive than
females in regards to full-stream units, with
an a 17% higher average CTR and 8%
higher average engagement rate.
Males Females
Overlay
CTR 0.63% 0.58%
Engagement Rate 0.93% 0.85%
Full-Stream
CTR 3.29% 2.82%
Engagement Rate 3.87% 3.58%
Video Completion Rate 62% 60%
Overall
CTR 2.81% 2.39%
Engagement Rate 3.11% 2.87%
Video Completion Rate 62% 60%
*Full-Stream includes Standard Pre-Roll, Polite Pre-Roll®, Ad Selector, and In-Stream Takeover.
**Data across all markets for 2012 only, ***CTR and engagement rate do not include clicking to dismiss 20
Audience snapshot:
Younger demos are more engaged
The 18-34 and 35-54 demos drove similar
CTRs, engagement rates, and video
completion rates. Compared to the 55+
demo, the younger demos delivered:
17% higher average CTR
17% higher average engagement rate
8% higher video completion rate
A18-34 A35-54 A55+
Overlay
CTR 0.65% 0.63% 0.54%
Engagement Rate 0.94% 0.92% 0.81%
Full-Stream
CTR 3.25% 3.14% 2.73%
Engagement Rate 3.95% 3.88% 3.34%
Video Completion Rate 61% 62% 57%
Overall
CTR 2.78% 2.69% 2.34%
Engagement Rate 3.14% 3.08% 2.66%
Video Completion Rate 61% 62% 57%
*Full-Stream includes Standard Pre-Roll, Polite Pre-Roll®, Ad Selector, and In-Stream Takeover.
**Data across all markets for 2012 only, ***CTR and engagement rate do not include clicking to dismiss21
A18-34
Audience Snapshot: top verticals by age group
CPG: CTR is 38% higher than for A35-54 and 34% higher than for A55+
Real Estate: 83% higher CTR than A55+ demo
Electronics: Engagement rate exceeds the A35-54 and A55+ demos by 37% and 43%, respectively
Mobile: 6% higher video completion rate than A35-54 and 7% higher video completion rate than A55+
A35-54
Food Services: 62% higher CTR than A55+ demo and 35% higher engagement rate than A18-34
demo
Sports: Video completion rate 68% higher than A55+ demo
Pharma:18% greater video completion rate than A18-34 demo
A55+Government: CTR is 12% higher than for the younger demos
Communications: 25% higher engagement rate than A18-34 demo and
Alcohol: Video completion rate is 4% higher than for younger demos
*Data across all markets for 2012 only
**CTR and engagement rate do not include clicking to dismiss22
International Market
Regional snapshots
23
CTR: 2012 marketplace benchmarks
24
MarketBranded
Overlay
Interactive
Overlay
Standard
Pre-Roll
Polite
Pre-Roll®
Ad
Selector
In-Stream
Takeover
PPR with Full-
Screen ExpansionOverall
Australia 0.18% 0.46% 3.35% 3.72% 6.61% 3.53% 3.95% 3.69%
Canada n/a 0.39% 2.02% 2.45% 9.02% 2.33% 2.75% 1.69%
India 0.81% 0.99% 4.01% 4.78% n/a 4.66% n/a 4.02%
Middle East 0.17% 0.82% 3.27% 6.36% 5.33% 4.42% 4.82% 4.72%
Russia/Ukraine 1.17% 0.97% 6.31% 7.19% n/a 7.75% n/a 6.59%
Southeast Asia 0.88% 1.19% 5.87% 6.48% 9.33% 9.62% 9.45% 5.99%
United Kingdom 1.17% 0.41% 3.36% 4.21% 3.94% 5.70% 2.95% 3.67%
United States 0.28% 0.81% 2.15% 2.55% 1.90% 2.81% 2.10% 1.98%
Overall Total 0.32% 0.75% 2.84% 3.21% 2.82% 3.25% 2.86% 2.59%
*Data across all markets for 2012 only, **CTR does not include clicking to dismiss
Engagement rate: 2012 marketplace benchmarks
25
MarketInteractive
Overlay
Polite
Pre-Roll®
Ad
Selector
In-Stream
Takeover
PPR with Full-
Screen
Expansion
Overall
Australia 1.21% 4.42% 6.64% 3.89% 4.23% 4.37%
Canada 0.61% 3.00% 10.02% 2.63% 3.16% 1.76%
India 1.42% 5.64% n/a 5.15% n/a 5.30%
Middle East 1.30% 7.51% 7.04% 4.92% 4.82% 5.59%
Russia/Ukraine 1.57% 8.58% n/a 8.62% n/a 8.22%
Southeast Asia 1.82% 7.64% 9.34% 10.59% 9.45% 7.68%
United Kingdom 0.60% 5.01% 3.95% 6.63% 4.92% 4.82%
United States 0.92% 3.06% 3.44% 3.10% 2.47% 2.47%
Overall Total 0.90% 3.75% 4.09% 3.59% 3.35% 2.96%
*Data across all markets for 2012 only,**Engagement rate does not include clicking to dismiss
Video completion rate: 2012 marketplace benchmarks
26
Market Standard Pre-Roll Polite Pre-Roll® Ad SelectorPPR with Full-
Screen ExpansionOverall
Australia 64% 61% 50% 53% 61%
Canada 68% 57% 32% 36% 55%
India 52% 44% n/a n/a 50%
Middle East 51% 50% 26% 43% 49%
Russia/Ukraine 64% 49% n/a n/a 58%
Southeast Asia 58% 44% 42% 40% 55%
United Kingdom 63% 61% 50% 53% 60%
United States 66% 59% 55% 52% 63%
Overall Total 64% 57% 53% 52% 61%
Market snapshot: Australia & New Zealand
27
0.3% 0.8%
33.1%
65.8%
Branded Overlay Interactive Overlay
Standard Pre-Roll Interactive Pre-Roll
These markets favor
full-stream units, with
interactive and
standard pre-rolls
representing 98.1% of
impressions served.
Interactive pre-rolls
account for 65.8% of
impressions.
Creative Unit Distribution Top Verticals
Quarterly Analysis Benchmarks
CTR ER VCR
Branded Overlay 0.18% n/a n/a
Interactive Overlay 0.46% 1.21% n/a
Standard Pre-Roll 3.35% n/a 64%
Polite Pre-Roll® 3.72% 4.42% 61%
Ad Selector 6.61% 6.64% 50%
In-Stream Takeover 3.53% 3.89% n/a
PPR with Full-Screen Expansion 3.95% 4.23% 53%
Overall 3.69% 4.37% 61%
2.96%
3.43% 3.45%
3.91%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
Q1 Q2 Q3 Q4
CTR per Quarter CTRs have grown
quarter over
quarter, with Q4’s
32% higher than
Q1’s.
Q2 and Q4 were the
biggest months in
terms of ad
spend, with 26% of
2012 dollars spent in
Q2 and 55% spent in
Q4.*ER = Engagement Rate, VCR = Video Completion Rate
**CTR and Engagement Rate do not include clicking to dismiss
By total impressions
CPG
Auto
Retail
By total campaigns
Entertainment
Auto
Retail
Market snapshot: Canada
28
Canada favors full-stream and
interactive units:
Interactive and Standard
Pre-Rolls represent 62% of
impressions served.
Interactive Overlay and
Interactive Pre-Rolls
account for 65.2% of total
impressions.
No Branded Overlays were
served during 2012.
Creative Unit Distribution Top Verticals
Quarterly Analysis Benchmarks
CTR ER VCR
Branded Overlay n/a n/a n/a
Interactive Overlay 0.39% 0.61% n/a
Standard Pre-Roll 2.02% n/a 68%
Polite Pre-Roll® 2.45% 3.00% 57%
Ad Selector 9.02% 10.02% 32%
In-Stream Takeover 2.33% 2.63% n/a
PPR with Full-Screen Expansion 2.75% 3.16% 36%
Overall 1.69% 1.76% 55%
Total campaigns have
grown quarter over
quarter, with Q4 running
2X as many campaigns
as the previous quarter
and over 5X as many
as in Q1.
*ER = Engagement Rate, VCR = Video Completion Rate
**CTR and Engagement Rate do not include clicking to dismiss
9%
20%24%
48%
0%
10%
20%
30%
40%
50%
60%
Q1 Q2 Q3 Q4
2012 Campaigns Per Quarter
38.0%
34.8%
27.2%
Branded Overlay Interactive Overlay
Standard Pre-Roll Interactive Pre-Roll
By total impressions
Auto
CPG
Food Services
By total campaigns
Auto
CPG
Alcohol
Market snapshot: India
29
India favors full-stream
units, with 93.7% of
impressions allocated
towards Standard and
Interactive Pre-Rolls
Creative Unit Distribution Top Verticals
Quarterly Analysis Benchmarks
CTR ER VCR
Branded Overlay 0.81% n/a n/a
Interactive Overlay 0.99% 1.42% n/a
Standard Pre-Roll 4.01% n/a 52%
Polite Pre-Roll® 4.78% 5.64% 44%
Ad Selector n/a n/a n/a
In-Stream Takeover 4.66% 5.15% n/a
PPR with Full-Screen Expansion n/a n/a n/a
Overall 4.02% 5.30% 50%
44% of 2012 ad spend
was allocated to Q4,
almost 15X more than
the previous quarter.
*ER = Engagement Rate, VCR = Video Completion Rate
**CTR and Engagement Rate do not include clicking to dismiss
0%
10%
20%
30%
40%
50%
Q1 Q2 Q3 Q4
% of 2012 Spend Per Quarter
4.4% 1.9%
66.6%
27.1%
Branded Overlay Interactive Overlay
Standard Pre-Roll Interactive Pre-Roll
By total impressions
CPG
Auto
Retail
By total campaigns
CPG
Auto, Electronics, Ent
ertainment, Mobile
(tied)
Market snapshot: Middle East
30
The Middle East prefers
interactive units with
88.9% of impressions
going towards Interactive
Overlays and Interactive
Pre-Rolls
Interactive Pre-Rolls
accounted for 73.8% of
impressions.
Creative Unit Distribution Top Verticals
Quarterly Analysis Benchmarks
CTR ER VCR
Branded Overlay 0.17% n/a n/a
Interactive Overlay 0.82% 1.30% n/a
Standard Pre-Roll 3.27% n/a 51%
Polite Pre-Roll® 6.36% 7.51% 50%
Ad Selector 5.33% 7.04% 26%
In-Stream Takeover 4.42% 4.92% n/a
PPR with Full-Screen Expansion 4.82% 4.82% 43%
Overall 4.72% 5.59% 49%
59% of 2012 ad
spend was allocated
to Q4, almost 3X
more than the
previous quarter.
*ER = Engagement Rate, VCR = Video Completion Rate
**CTR and Engagement Rate do not include clicking to dismiss
0%
10%
20%
30%
40%
50%
60%
70%
Q1 Q2 Q3 Q4
% of 2012 Spend Per Quarter
1.3%
15.1%
9.8%
73.8%
Branded Overlay Interactive Overlay
Standard Pre-Roll Interactive Pre-Roll
By total impressions
Auto
Real Estate
CPG
By total campaigns
Finance / Insurance
Auto
CPG, Real
Estate, Travel, (tie)
Market snapshot: Russia/Ukraine
31
Russia & Ukraine
advertisers favor full-
stream units, with
Interactive and Standard
Pre-Roll representing
96.8% of impressions.
Creative Unit Distribution Top Verticals
Quarterly Analysis Benchmarks
CTR ER VCR
Branded Overlay 1.17% n/a n/a
Interactive Overlay 0.97% 1.57% n/a
Standard Pre-Roll 6.31% n/a 64%
Polite Pre-Roll® 7.19% 8.58% 49%
Ad Selector n/a n/a n/a
In-Stream Takeover 7.75% 8.62% n/a
PPR with Full-Screen Expansion n/a n/a n/a
Overall 6.59% 8.22% 58%
59% of 2012 ad spend
was allocated to Q4,
almost 3X more than
the previous quarter.
*ER = Engagement Rate, VCR = Video Completion Rate
**CTR and Engagement Rate do not include clicking to dismiss
0%
10%
20%
30%
40%
50%
Q1 Q2 Q3 Q4
% of 2012 Spend Per Quarter
1.1% 2.1%
59.4%
37.4%
Branded Overlay Interactive Overlay
Standard Pre-Roll Interactive Pre-Roll
By total impressions
Auto
Mobile
Retail
By total campaigns
Auto
Mobile
CPG
Market snapshot: Southeast Asia
32
Full-stream units are
favored, with
Interactive &
Standard Pre-Rolls
representing 98.8%
of impressions.
Creative Unit Distribution Top Verticals
Quarterly Analysis Benchmarks
CTR ER VCR
Branded Overlay 0.88% n/a n/a
Interactive Overlay 1.19% 1.82% n/a
Standard Pre-Roll 5.87% n/a 58%
Polite Pre-Roll® 6.48% 7.64% 44%
Ad Selector 9.33% 9.34% 42%
In-Stream Takeover 9.62% 10.59% n/a
PPR with Full-Screen Expansion 9.45% 9.45% 40%
Overall 5.99% 7.68% 55%
55% of 2012
campaigns occurred
in Q4, 3X that of the
previous quarter.
*ER = Engagement Rate, VCR = Video Completion Rate
**CTR and Engagement Rate do not include clicking to dismiss
0.4% 0.7%
63.6%
35.2%
Branded Overlay Interactive Overlay
Standard Pre-Roll Interactive Pre-Roll
0%
10%
20%
30%
40%
50%
60%
Q1 Q2 Q3 Q4
% of 2012 Campaigns Per Quarter
By total impressions
CPG
Entertainment
Travel
By total campaigns
CPG
Entertainment
Auto
Market snapshot: United Kingdom
33
Full-stream units are
favored, with
Interactive &
Standard Pre-Rolls
representing 97.6%
of impressions.
Interactive Pre-Rolls
accounted for 72.3%
of impressions.
Creative Unit Distribution Top Verticals
Quarterly Analysis Benchmarks
CTR ER VCR
Branded Overlay 1.17% n/a n/a
Interactive Overlay 0.41% 0.60% n/a
Standard Pre-Roll 3.36% n/a 63%
Polite Pre-Roll® 4.21% 5.01% 61%
Ad Selector 3.94% 3.95% 50%
In-Stream Takeover 5.70% 6.63% n/a
PPR with Full-Screen Expansion 2.95% 4.92% 53%
Overall 3.67% 4.82% 60%
67% of 2012 ad
spend was allocated
to Q4, more than 5X
higher than the
previous quarter.
*ER = Engagement Rate, VCR = Video Completion Rate
**CTR and Engagement Rate do not include clicking to dismiss
1.4% 1.0%
25.3%
72.3%
Branded Overlay Interactive Overlay
Standard Pre-Roll Interactive Pre-Roll
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q1 Q2 Q3 Q4
% of 2012 Spend Per Quarter
By total impressions
Mobile
Finance/Insurance
Food Services
By total campaigns
Food Services
Finance/Insurance
Retail
Market snapshot: United States
34
Full-stream units are
favored with Interactive
and Standard Pre-Rolls
account for 80% of
impressions.
Creative Unit Distribution Top Verticals
Quarterly Analysis Benchmarks
CTR ER VCR
Branded Overlay 0.28% n/a n/a
Interactive Overlay 0.81% 0.92% n/a
Standard Pre-Roll 2.15% n/a 66%
Polite Pre-Roll® 2.55% 3.06% 59%
Ad Selector 1.90% 3.44% 55%
In-Stream Takeover 2.81% 3.10% n/a
PPR with Full-Screen Expansion 2.10% 2.47% 52%
Overall 1.98% 2.47% 63%
2012 CTR peaked
in Q4 at 2.17%.
*ER = Engagement Rate, VCR = Video Completion Rate
**CTR and Engagement Rate do not include clicking to dismiss
6.0%
14.5%
44.5%
35.0%
Branded Overlay Interactive Overlay
Standard Pre-Roll Interactive Pre-Roll
2.07%1.84%
1.51%
2.17%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Q1 Q2 Q3 Q4
CTR Per Quarter
By total impressions
CPG
Electronics
Retail
By total campaigns
CPG
Retail
Entertainment
Appendix
35
About the AdoTube In-Stream Ad Format Index
This format index provides an overview of the effectiveness of our many different in-stream video ad formats . It
includes data across over 9,500 campaigns and more than 13.5 billion impressions from Q1’2010 through Q4’2012.
Process:
We collected and analyzed data from a sample of over 13.5 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®
• Interactive 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.
3636© 2013 AdoTube, Inc. – All Rights Reserved
Glossary
In-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.
3737© 2013 AdoTube, Inc. – All Rights Reserved