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AdoTube_2012 Global Format Index
The document provides a summary of key findings about in-stream video advertising in 2012. Interactive pre-rolls achieved the highest click-through rates and engagement rates across global markets. Including a dismiss button for interactive pre-rolls can reduce page abandonment rates. Consumer packaged goods was the top advertising vertical in 2012 based on total campaigns and impressions. Quarter 4 proved to be the most active quarter for in-stream video advertising globally.
AdoTube_2012 Global Format Index
- 2. 2012 Global FormatIndex March 2013 2
- 3. 2012 Key Takeaways Interactivepre-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
- 4. Full-Stream units accountfor 82% of ads in 2012 Percentage of Total Impressions 2010 2011 2012 5% 11% 10% 19% 13% 30% 36% 20% 21% 50% 46% 39% 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 *Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers 4 4
- 5. Interactive Pre-Rolls drivethe highest CTRs across all markets More mature markets like US, UK, Canada, and Australia see lower CTRs Average CTR per ad unit per quarter (global) 8.00% 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% 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 Overall 3.69% 1.69% 4.02% 4.72% 6.59% 5.99% 3.67% 1.98% *Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers,**Branded Overlay data not available for Canada 5 *** CTR does not include clicking to dismiss
- 6. 2012 CTR isstrong at 2.6%, compared to the overall average of 2.0% Average CTR per ad unit per quarter (global) 4.50% 4.00% 3.50% 3.00% 2.66% 2.74% 2.50% 2.59% 2.25% 2.25% 2.34% 2.00% 2.06% 1.86% 1.66% 1.50% 1.43% 1.00% 0.94% 1.01% 0.50% 0.00% 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 Quarterly Average Historical Average *Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers **CTR does not include clicking to dismiss 6
- 7. AdoTube exceeds industryCTR benchmarks across all markets Australia/NZ 14% Canada 64% 130% SE Asia 86% United Kingdom 7% United States 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% AdoTube Benchmark Doubleclick Benchmark *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 7
- 8. Interactive Pre-Rolls continueto drive high engagement in 2012 at an average rate of 3.75% Average engagement rate per ad unit per quarter (global) 4.50% 4.00% 3.50% 3.09% 3.00% 2.77% 2.50% 2.51% 2.46% 2.34% 2.20% 2.03% 1.95% 2.00% 1.91% 1.88% 1.55% 1.50% 1.30% 1.00% 0.50% 0.00% 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 Quarterly Average Historical Average *Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers **Engagement Rate does not include clicking to dismiss 8
- 9. Fueled by theInteractive Pre-Roll’s increasing popularity, the overall engagement rate grew by 80% between 2011 and 2012 Average engagement rate per ad unit per year (global) 1.1% 2010 2.8% 1.25% 1.5% 2011 2.6% 1.7% 0.90% 2012 3.8% 2.96% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% Interactive Overlay Interactive Pre-Roll Quarterly Average *Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers **Engagement Rate does not include clicking to dismiss 9
- 10. Interactive Pre-Rolls showstrong engagement rates across all markets Average engagement rate per ad unit per market (2012) 9.00% 8.00% 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Australia/NZ Canada India Middle East Russia/Ukraine Southeast Asia United United States Kingdom Interactive Overlay Interactive Pre-Roll Overall Overall 4.4% 1.8% 5.3% 5.6% 8.2% 7.7 4.8% 2.5% *Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers **Engagement Rate does not include clicking to dismiss 10
- 11. Video completion ratesstabilize 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. Average video completion rate per ad unit per quarter (global) 70% 65% 65% 64% 65% 63% 63% AdoTube has seen industry benchmarks skewed by 59% 60% competitors using In-Banner, In- Game, in-page pop-up, and Auto- 55% play video syndication to achieve higher video completion rates. 51% 51% 56% 55% 54% 50% 53% 53% 46% 45% 43% When comparing engagement and click 41% 45% 45% through rates AdoTube consistently 40% 44% 40% outperforms those same competitors by between 35% 37% 38% 5X to 20X 36% 34% 30% 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 *Interactive Pre-Rolls include Polite Pre-Rolls and Ad Selectors 11
- 12. Standard Pre-Rolls drivehighest video completion rates in all markets 2012 average video completion rate per ad unit per market 70% 60% 50% 40% 30% 20% 10% 0% Australia/NZ Canada India Middle East Russia/Ukraine Southeast Asia United United States Kingdom Standard Pre-Roll Interactive Pre-Roll Overall Overall 61% 55% 50% 49% 58% 55% 60% 63% *Interactive Pre-Rolls include Polite Pre-Rolls and Ad Selectors 12
- 13. 69.2% of usersactively engage with Interactive Pre-Rolls By clicking through, watching the whole video, or dismissing the units Video Completion Dismiss Abandonment Ad Unit CTR Rate Rate Rate Standard Pre-Roll 2.8% 64% n/a 33.2% Interactive Pre-Roll 3.2% 55% 11% 30.8% 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 13 ***CTR does not include clicking to dismiss
- 14. 11% of userselect to dismiss full-stream units, compared to 55%-85% for YouTube TrueView ads 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% Video Completion Dismiss Re-Engage Ad Unit CTR Rate Rate Rate Polite Pre-Roll® 3.2% 57% 10% 0.2% Ad Selector 2.9% 53% 12% 0.3% Polite Pre-Roll® with 2.9% 52% 8% 3.1% Full-Screen Expansion 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% *TrueView stats from 2012 Google internal data,**AdoTube data across all markets for 2012 only,***CTR does not include clicking to dismiss 14
- 15. Performance varies for:15 and :30 units 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 15 *** CTR and engagement rate do not include clicking to dismiss
- 16. Introducing Full-Screen Expansion AdoTubecontinues 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 Polite Pre-Roll Video in Video In-Stream Takeover Click Screenshots for Live Examples 16
- 17. CPG is thetop vertical in 2012 Top 10 Verticals Top 10 Verticals (% of Total Campaigns) (% of Total Impressions) CPG 19.2% CPG 21.7% Auto 14.5% Retail 11.5% Entertainment 12.3% Auto 11.5% Retail 11.1% Electronics 10.7% Finance/Insura Communication 6.9% 9.7% nce s Mobile 4.9% Entertainment 8.4% Finance/Insura Travel 4.6% 5.6% nce B2B 4.2% Travel 4.6% Electronics 4.0% B2B 3.6% Food Services 3.7% Mobile 2.4% *Data across all markets for 2012 only 17
- 18. When are advertisersusing in-stream video? 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 Top 5 verticals per quarter in number of campaigns 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 *Data across all markets for 2012 only 18
- 19. Audience snapshot: topverticals by gender Males Females Males Web services & products: 52% higher CPG: 28% higher CTR than males CTR and 24% higher video completion Fashion: 19% higher CTR and 7% rate, compared to females higher engagement rate, compared to Gaming: 52% higher CTR and 35% males higher engagement rate, compared to Communications: 5% higher females engagement rate than males Sports: 56% higher engagement rate Retail: 11% higher video completion than females rate than males Electronics: 17% higher video completion rate than females *Data across all markets for 2012 only, **CTR and engagement rate do not include clicking to dismiss 19
- 20. Audience snapshot: Males lead in CTR, VTR, and engagement rates Males Females The male and female demos performed Overlay comparably in terms of overlay CTR and CTR 0.63% 0.58% engagement rate and overall video Engagement Rate 0.93% 0.85% completion rate. Full-Stream Males appeared more responsive than CTR 3.29% 2.82% females in regards to full-stream units, with Engagement Rate 3.87% 3.58% an a 17% higher average CTR and 8% Video Completion Rate 62% 60% higher average engagement rate. 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
- 21. Audience snapshot: Younger demos are more engaged A18-34 A35-54 A55+ The 18-34 and 35-54 demos drove similar Overlay CTRs, engagement rates, and video CTR 0.65% 0.63% 0.54% completion rates. Compared to the 55+ demo, the younger demos delivered: Engagement Rate 0.94% 0.92% 0.81% Full-Stream 17% higher average CTR CTR 3.25% 3.14% 2.73% 17% higher average engagement rate Engagement Rate 3.95% 3.88% 3.34% 8% higher video completion rate 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. 21 **Data across all markets for 2012 only, ***CTR and engagement rate do not include clicking to dismiss
- 22. Audience Snapshot: topverticals 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 A18-34 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+ Food Services: 62% higher CTR than A55+ demo and 35% higher engagement rate than A18-34 demo A35-54 Sports: Video completion rate 68% higher than A55+ demo Pharma:18% greater video completion rate than A18-34 demo Government: CTR is 12% higher than for the younger demos A55+ 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 22 **CTR and engagement rate do not include clicking to dismiss
- 23. International Market Regional snapshots 23
- 24. CTR: 2012 marketplacebenchmarks Branded Interactive Standard Polite Ad In-Stream PPR with Full- Market Overall Overlay Overlay Pre-Roll Pre-Roll® Selector Takeover Screen Expansion 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 24
- 25. Engagement rate: 2012marketplace benchmarks PPR with Full- Interactive Polite Ad In-Stream Market Screen Overall Overlay Pre-Roll® Selector Takeover Expansion 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 25
- 26. Video completion rate:2012 marketplace benchmarks PPR with Full- Market Standard Pre-Roll Polite Pre-Roll® Ad Selector Overall Screen Expansion 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% 26
- 27. Market snapshot: Australia& New Zealand Creative Unit Distribution Top Verticals 0.3% 0.8% These markets favor full-stream units, with By total impressions By total campaigns interactive and standard pre-rolls CPG Entertainment 33.1% representing 98.1% of impressions served. 65.8% Auto Auto Interactive pre-rolls Retail Retail account for 65.8% of impressions. Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll Quarterly Analysis Benchmarks CTR per Quarter CTR ER VCR CTRs have grown 4.50% quarter over Branded Overlay 0.18% n/a n/a 3.91% 4.00% 3.43% 3.45% quarter, with Q4’s Interactive Overlay 0.46% 1.21% n/a 3.50% 2.96% 32% higher than 3.00% Standard Pre-Roll 3.35% n/a 64% Q1’s. 2.50% Polite Pre-Roll® 3.72% 4.42% 61% 2.00% Q2 and Q4 were the 1.50% Ad Selector 6.61% 6.64% 50% biggest months in 1.00% 0.50% terms of ad In-Stream Takeover 3.53% 3.89% n/a 0.00% spend, with 26% of PPR with Full-Screen Expansion 3.95% 4.23% 53% Q1 Q2 Q3 Q4 2012 dollars spent in Q2 and 55% spent in Overall 3.69% 4.37% 61% Q4. *ER = Engagement Rate, VCR = Video Completion Rate **CTR and Engagement Rate do not include clicking to dismiss 27
- 28. Market snapshot: Canada Creative Unit Distribution Top Verticals Canada favors full-stream and interactive units: Interactive and Standard By total impressions By total campaigns 27.2% Pre-Rolls represent 62% of 38.0% impressions served. Auto Auto Interactive Overlay and CPG CPG Interactive Pre-Rolls 34.8% account for 65.2% of total Food Services Alcohol impressions. No Branded Overlays were Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll served during 2012. Quarterly Analysis Benchmarks CTR ER VCR 2012 Campaigns Total campaigns have grown quarter over Branded Overlay n/a n/a n/a Per Quarter quarter, with Q4 running Interactive Overlay 0.39% 0.61% n/a 60% 48% 2X as many campaigns 50% Standard Pre-Roll 2.02% n/a 68% as the previous quarter 40% and over 5X as many Polite Pre-Roll® 2.45% 3.00% 57% 30% 24% as in Q1. 20% Ad Selector 9.02% 10.02% 32% 20% 9% In-Stream Takeover 2.33% 2.63% n/a 10% 0% PPR with Full-Screen Expansion 2.75% 3.16% 36% Q1 Q2 Q3 Q4 Overall 1.69% 1.76% 55% *ER = Engagement Rate, VCR = Video Completion Rate **CTR and Engagement Rate do not include clicking to dismiss 28
- 29. Market snapshot: India Creative Unit Distribution Top Verticals 4.4% 1.9% India favors full-stream By total impressions By total campaigns units, with 93.7% of 27.1% impressions allocated CPG CPG towards Standard and 66.6% Interactive Pre-Rolls Auto Auto, Electronics, Ent ertainment, Mobile Retail (tied) Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll Quarterly Analysis Benchmarks CTR ER VCR % of 2012 Spend Per 44% of 2012 ad spend Quarter Branded Overlay 0.81% n/a n/a was allocated to Q4, 50% almost 15X more than Interactive Overlay 0.99% 1.42% n/a 40% the previous quarter. Standard Pre-Roll 4.01% n/a 52% 30% Polite Pre-Roll® 4.78% 5.64% 44% 20% Ad Selector n/a n/a n/a 10% In-Stream Takeover 4.66% 5.15% n/a 0% PPR with Full-Screen Expansion n/a n/a n/a Q1 Q2 Q3 Q4 Overall 4.02% 5.30% 50% *ER = Engagement Rate, VCR = Video Completion Rate **CTR and Engagement Rate do not include clicking to dismiss 29
- 30. Market snapshot: MiddleEast Creative Unit Distribution Top Verticals 1.3% The Middle East prefers interactive units with 88.9% of impressions 15.1% By total impressions By total campaigns going towards Interactive 9.8% Auto Finance / Insurance Overlays and Interactive 73.8% Pre-Rolls Real Estate Auto CPG CPG, Real Interactive Pre-Rolls Estate, Travel, (tie) accounted for 73.8% of Branded Overlay Interactive Overlay impressions. Standard Pre-Roll Interactive Pre-Roll Quarterly Analysis Benchmarks CTR ER VCR % of 2012 Spend Per 59% of 2012 ad spend was allocated Branded Overlay 0.17% n/a n/a Quarter to Q4, almost 3X Interactive Overlay 0.82% 1.30% n/a 70% 60% more than the Standard Pre-Roll 3.27% n/a 51% 50% previous quarter. 40% Polite Pre-Roll® 6.36% 7.51% 50% 30% Ad Selector 5.33% 7.04% 26% 20% 10% In-Stream Takeover 4.42% 4.92% n/a 0% PPR with Full-Screen Expansion 4.82% 4.82% 43% Q1 Q2 Q3 Q4 Overall 4.72% 5.59% 49% *ER = Engagement Rate, VCR = Video Completion Rate **CTR and Engagement Rate do not include clicking to dismiss 30
- 31. Market snapshot: Russia/Ukraine Creative Unit Distribution Top Verticals 1.1% 2.1% Russia & Ukraine advertisers favor full- By total impressions By total campaigns stream units, with 37.4% Interactive and Standard Auto Auto Pre-Roll representing Mobile Mobile 96.8% of impressions. 59.4% Retail CPG Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll Quarterly Analysis Benchmarks CTR ER VCR % of 2012 Spend Per 59% of 2012 ad spend was allocated to Q4, Branded Overlay 1.17% n/a n/a Quarter 50% almost 3X more than Interactive Overlay 0.97% 1.57% n/a the previous quarter. 40% Standard Pre-Roll 6.31% n/a 64% 30% Polite Pre-Roll® 7.19% 8.58% 49% 20% Ad Selector n/a n/a n/a 10% In-Stream Takeover 7.75% 8.62% n/a 0% PPR with Full-Screen Expansion n/a n/a n/a Q1 Q2 Q3 Q4 Overall 6.59% 8.22% 58% *ER = Engagement Rate, VCR = Video Completion Rate **CTR and Engagement Rate do not include clicking to dismiss 31
- 32. Market snapshot: SoutheastAsia Creative Unit Distribution Top Verticals 0.4% 0.7% Full-stream units are favored, with By total impressions By total campaigns Interactive & Standard Pre-Rolls 35.2% CPG CPG representing 98.8% of impressions. 63.6% Entertainment Entertainment Travel Auto Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll Quarterly Analysis Benchmarks CTR ER VCR % of 2012 Campaigns 55% of 2012 campaigns occurred Branded Overlay 0.88% n/a n/a Per Quarter in Q4, 3X that of the Interactive Overlay 1.19% 1.82% n/a 60% previous quarter. 50% Standard Pre-Roll 5.87% n/a 58% 40% Polite Pre-Roll® 6.48% 7.64% 44% 30% 20% Ad Selector 9.33% 9.34% 42% 10% In-Stream Takeover 9.62% 10.59% n/a 0% Q1 Q2 Q3 Q4 PPR with Full-Screen Expansion 9.45% 9.45% 40% Overall 5.99% 7.68% 55% *ER = Engagement Rate, VCR = Video Completion Rate **CTR and Engagement Rate do not include clicking to dismiss 32
- 33. Market snapshot: UnitedKingdom Creative Unit Distribution Top Verticals 1.4% 1.0% Full-stream units are favored, with By total impressions By total campaigns Interactive & 25.3% Standard Pre-Rolls Mobile Food Services representing 97.6% 72.3% Finance/Insurance Finance/Insurance of impressions. Interactive Pre-Rolls Food Services Retail accounted for 72.3% of impressions. Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll Quarterly Analysis Benchmarks CTR ER VCR % of 2012 Spend Per 67% of 2012 ad spend was allocated Branded Overlay 1.17% n/a n/a Quarter to Q4, more than 5X Interactive Overlay 0.41% 0.60% n/a 80% 70% higher than the Standard Pre-Roll 3.36% n/a 63% 60% previous quarter. 50% Polite Pre-Roll® 4.21% 5.01% 61% 40% 30% Ad Selector 3.94% 3.95% 50% 20% 10% In-Stream Takeover 5.70% 6.63% n/a 0% Q1 Q2 Q3 Q4 PPR with Full-Screen Expansion 2.95% 4.92% 53% Overall 3.67% 4.82% 60% *ER = Engagement Rate, VCR = Video Completion Rate **CTR and Engagement Rate do not include clicking to dismiss 33
- 34. Market snapshot: UnitedStates Creative Unit Distribution Top Verticals 6.0% Full-stream units are favored with Interactive By total impressions By total campaigns and Standard Pre-Rolls 14.5% 35.0% account for 80% of CPG CPG impressions. Electronics Retail 44.5% Retail Entertainment Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll Quarterly Analysis Benchmarks CTR ER VCR CTR Per Quarter 2012 CTR peaked in Q4 at 2.17%. Branded Overlay 0.28% n/a n/a 2.50% 2.17% 2.07% Interactive Overlay 0.81% 0.92% n/a 2.00% 1.84% 1.51% Standard Pre-Roll 2.15% n/a 66% 1.50% Polite Pre-Roll® 2.55% 3.06% 59% 1.00% Ad Selector 1.90% 3.44% 55% 0.50% In-Stream Takeover 2.81% 3.10% n/a 0.00% Q1 Q2 Q3 Q4 PPR with Full-Screen Expansion 2.10% 2.47% 52% Overall 1.98% 2.47% 63% *ER = Engagement Rate, VCR = Video Completion Rate **CTR and Engagement Rate do not include clicking to dismiss 34
- 35.
- 36. About the AdoTubeIn-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. © 2013 AdoTube, Inc. – All Rights Reserved 36 36
- 37. 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. © 2013 AdoTube, Inc. – All Rights Reserved 37 37