14
A few words about our report • Data represents 45B video views and nearly 28B video ad views in 2011 • Reflects professional, rights-managed video aggregated across our customer set
A few words about our report
• Data represents 45B video views and nearly 28B video ad views in 2011
• Reflects professional, rights-managed video aggregated across our customer set
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011
Pre-roll Mid-roll Post-roll
Video ad volume continues to rise Pre-rolls
+35% YOY
Mid-rolls +146% YOY
Post-rolls +122% YOY
Source: FreeWheel proprietary data
Approaching TV-like ad loads
3.10
0.75 0.46
2.91
0.85 0.43
5.02
1.02
0.45
6.92
1.22 0.54
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
Long-form content Mid-form content Short-form content Q1 2011 Q2 2011 Q3 2011 Q4 2011
Long-form: 20+ min Mid-form: 5-20 min Short-form: <5 min
Source: FreeWheel proprietary data
0%
20%
40%
60%
80%
100%
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011
Pre-roll Mid-roll Post-roll
Ad completion rates hold steady
Source: FreeWheel proprietary data
Non-PC viewing small but rising
Device instability remains
0%
5%
10%
15%
20%
25%
30%
35%
40%
iPhone iPod/iPod Touch iPad Android
Q1 2011 Q2 2011 Q3 2011 Q4 2011
Source: FreeWheel proprietary data
To sum up
• Seeing more video ads in video content • Approaching TV-like ad loads • Aligning length of ad with length of content • Consumers will watch through the ads • Most professional video still watched on PCs • Device fragmentation and instability
continues…
SO, WHAT’S A SELLER OR BUYER TO DO?
Ok…
Sellers: start atomic, then scale
Sellers: innovation isn’t a format
• Your goal: generate revenue via ad products that scale across environments – You need: forecasting, booking, trafficking,
delivery, and reporting – Buyers need: critical tracking metrics,
especially credit/currency and brand effectiveness
Sellers: innovation isn’t a format
• So, what ad products should you offer? – Atomic linear units (companions optional) – Robust sponsorships and exclusives – Storyboarding – creative sequencing – Deploy unique, rich media units in your most
trafficked areas • Develop only for broadly-adopted
environments, devices
Buyers: buy at scale, then create
Buyers: creativity isn’t a format
• Your goal: achieve campaign objectives, demonstrate brand impact – Reach, frequency, primacy of placement – 3rd party deliver ad creative across platforms
and environments – Report on critical tracking metrics, especially
credit/currency and brand effectiveness
Buyers: creativity isn’t a format
• So, what can you buy? – Take advantage of storyboarding and creative
sequencing within and across a given video – Frequency cap to protect the user experience
and prevent saturation – Dynamically adjust creative sequencing based
on real-time performance inputs – Request make-goods across linear and digital
platforms using audience targeting
