Date post: | 12-Sep-2014 |
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Technology |
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Google Confidential and Proprietary
Evaluating the Effect of Consumer Choice on Pre-roll Effectiveness Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved. 2011
“TrueView Skippable PreRolls”
Google Confidential and Proprietary
The Problem: “Is anyone actually watching?”
In 2009...
53%
DoubleClick Benchmark Report - A Year in Review, 2009 Q18. When considering ads you might see on websites like YouTube before videos you want to see, which of the following statements most applies to you?
of online video ads were watched to completion
Google Confidential and Proprietary
The Solution: YouTube “True-View In-Stream” (a.k.a. Skippable PreRoll)
3
Google Confidential and Proprietary
TrueView “Skipppable” PreRolls: How They Work
User must watch the first five seconds of an ad. After that, he can choose to skip the ad to proceed immediately to the content he wanted.
With Skippable PreRoll, the advertiser only pays for what matters most-- people actually watching the ad.
Advertisers are only charged when a viewer chooses to watch the ad completely or after 30sec (whichever comes first).
Unique to YouTube!
Source: Doublecklick Benchmark Report. 2009
Google Confidential and Proprietary
TrueView enhances viewer experience and makes media dollars work harder
5
22%
19%
14%
14%
I had seen the ad before
I am not interested in the product / service
I didn't find the ideas in the ad interesting
The ideas were not relevant to me
Those who skipped each ad (n=259-343)
Q11e. Which of the following, if any, describe why you decided to skip the ad?
Less than half of users (45%) will always skip ads. Other reasons to skip indicate that TrueView delivers efficient reach by:
• Natural frequency capping • Delivering targeted ad views
Reasons for participants skipping ads
Google Confidential and Proprietary
Experiment: UK based, first of its kind globally
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Google Confidential and Proprietary
Comparison groups
Lab test:
Online test:
+
Viewed Standard Pre-Roll Skipped TrueView Watched TrueView
Control group (no exposure)
Google Confidential and Proprietary
Methodology
1. Lab test 2. Online test
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Biometrics (132 people)
Eye tracking (132 people)
Online survey (2,000 people)
Ipsos MediaCT. All Rights Reserved
Google Confidential and Proprietary
Key Findings across all participating advertisers
1
2
3
TrueView ads drive higher viewer engagement. On average, people who watched TrueView ads showed 75% greater engagement with the ad than people who viewed the same ad as a standard pre-roll.
Skipped ads deliver free value. With the right creative, ads can deliver impact even on those who skip.
The first 5 seconds matter– so use the time wisely. Users who watched a TrueView ad were 40% more engaged during first 5 seconds vs. users who saw a standard preroll. Even users who skipped a TrueView ad were 30% more engaged during the first 5 seconds vs. users exposed to a standard preroll.
Google Confidential and Proprietary
Video
Skip Bar
Option to skip does not distract from the ad
10
Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved.
Skip Bar
Video
Brand A
82% of users think the skip button is ‘very’/ ‘extremely’ clear
All respondents (n=2,000) Q15. The highlighted button allows you to skip an ad after 5 seconds before watching a video. How clear do you think this was when the button appeared?
Brand B
Google Confidential and Proprietary
Across all brands, people who watch TrueView ads are over 75% more engaged than those who see standard pre-rolls
11 Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved
Saw Standard PreRoll Watched TrueView
Google Confidential and Proprietary 12 Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved
20
40
60
80
100
0 5 10 15 20 25 30
Emot
iona
l Eng
agem
ent
Time in seconds
Neutral Engagement (55)
People who watch ad in TrueView format (choosing not to skip) show higher biometric engagement
Saw Standard PreRoll Watched TrueView
Google Confidential and Proprietary
Viewers who watch TrueView ads feel better about the brand Average across all participating advertisers (4 dif’t industries)
Watched TrueView Saw Standard Pre-roll
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Brand Favourability
Purchase intent
+5%
+3%
+2%
+4%
All respondents (n=2,000) Q4. Please indicate how favourable or unfavourable you feel towards each of the following brands of [CATEGORY] using the below agreement scale.
Q6. How likely are you to buy any of the following [CATEGORY] in the future? / Q6. When you next come to buy a [CATEGORY], which of these would be your first choice?
Google Confidential and Proprietary
TrueView ads deliver impact– even on users who skip
14 All respondents Q8a. [Post 5 second de-branded exposure]. Do you remember seeing this ad when you watched the clips on YouTube?
Google Confidential and Proprietary
The option to skip increases user response during the first 5 seconds
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2.7 3.5
3.7
0
1
2
3
4
5
6
Control Skippable Skipped Skippable Not Skipped
AQ™ Biometric Scores
Scores are aggregated across all ads within a single condition and are derived from the emotional intensity during the first 5 seconds of each target ad in that condition.
Saw Standard Pre-roll Skipped TrueView Watched TrueView
This is true whether the user watches or skips the ad
Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved.
Google Confidential and Proprietary
Key Findings
1
2
3
On average, people who watched TrueView ad showed 388% higher engagement than people who viewed the same ad as a standard pre-roll (vs. 75% average uplift across all brands).
Interestingly, people who saw ad as a standard preroll showed the highest levels of brand linkage and spontaneous awareness– possibly because people who opted to watch TrueView were drawn in by creative content and less focused on branding messages.
Uplift in key brand metrics was relatively consistent across formats – whether a person watched a TrueView ad or saw a standard pre-roll. But we saw some indication that the TrueView format lifts brand metrics more effectively than standard pre-roll.
Google Confidential and Proprietary
People who watched ad as a TrueView were 388% more engaged than those who saw standard pre-roll
17 Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved
Saw Standard PreRoll Watched TrueView
Google Confidential and Proprietary
95%94%
96% 96%
Control Skipped TrueView Watched TrueView Saw Standard PreRoll
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Ipsos MediaCT. All Rights Reserved
A single viewing of any format has no significant impact on aided brand awareness
Prompted Brand Awareness
All respondents (n=2,000) Q3. Which of the following brands of [CATEGORY] have you heard of?
Google Confidential and Proprietary
1%2%
5%
7%
Control Skipped TrueView Watched TrueView Saw Standard PreRoll
People who watched standard pre-roll report highest levels of unaided brand awareness
19 All respondents (n=2,000) Q2. Which is the FIRST brand that comes to mind when you think of [CATEGORY]?
Spontaneous Brand Awareness
Ipsos MediaCT. All Rights Reserved
Google Confidential and Proprietary
The standard pre-roll delivered higher brand linkage
20 Recognisers of the ad
Correctly naming the Brand (amongst Recognisers)
Q8b. What brand or company was it for? [OPEN END] Ipsos MediaCT. All Rights Reserved
64%
78% 85%
Skipped TrueView Watched TrueView Saw Standard PreRoll
Google Confidential and Proprietary
Results suggest possible higher uplift to metrics across the purchase funnel as a result of viewing TrueView ad
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Control Skipped Ad Watched TrueView
Saw Standard
Preroll Favourability 48% 48% 52% 50%
Consideration 17% 19% 21% 21%
Purchase intent 5% 6% 7% 5%
Recommendation 31% 25% 30% 28%
All Respondents (n = 2000) (Q4B) Please indicate how favourable or unfavourable you feel towards each of the following brands of cars using the below agreement scale.
(Q5B) Which of the following brands of cars would you consider the next time you are thinking of buying a new car?
(Q6B) When you (next) come to buy a car, which of these would be your first choice?
(Q7B) How likely are you to recommend each of these brands of cars to someone else?
NB: results not statistically significant
Google Confidential and Proprietary
Recommendations
• Take advantage of TrueView’s ability to drive higher viewer response, in addition to the efficiencies created through auction pricing.
• Where sensible, include branding in first 5 seconds. This leverages heightened viewer response at this stage and ensures brand impact in all cases– whether the ad is viewed or skipped.
• Consider mixed targeting strategy: Use standard prerolls to reach your target audience and use TrueView ads to achieve broader reach in an efficient way.
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Google Confidential and Proprietary
Thank you
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