AdoTube Format Index Q3 2011
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In Q3 2011, interactive ads surged to 61% of total ads served while pre-roll ads dropped to 10%, reflecting a shift in advertiser focus towards interactivity. The average click-through rate (CTR) stabilized at 2.1%, with new in-stream takeovers significantly boosting engagement metrics. Government advertising saw a 152% increase, influenced by presidential campaigns, alongside substantial growth in food service and consumer packaged goods (CPG) sectors.
AdoTube Format Index Q3 2011
- 1. Q3 2011 Format Index © 2011 AdoTube, Inc. – All Rights Reserved
- 2. Q3 2011 Key Takeaways Advertisers see the power of interactivity Pre-Rolls Drop to 10%, while interactive ads surge to 61% of ads served Average CTR steadies at 2.1% Delivering the same display message in-stream still generates over 6X Interaction & click-through rates New format, In-Stream Takeovers offer as much as a 4X boost in CTR and a 43% lower close rate than similarly featured Branded and Interactive Overlays The Polite Pre-Roll® and Ad Selector, which allow a user to close the ad, offer a low abandonment rate for publishers – up to 46% lower than standard Pre-Rolls The Ad Selector exhibited a 65% view-through rate, as well as an 80% retention rate Government advertising increased by 152% over 2010 driven by presidential campaigns. Food Service and CPG increased by 212% and 61% respectively © 2011 AdoTube, Inc. – All Rights Reserved 2
- 3. Interactive Jumps to 61%, Pre-Roll Drops to 10% Pre-Rolls drop to 10% due to interest in interactive formats Interactive formats now account for 61% of all ads sold Q1 2011 Q2 2011 Q3 2011 © 2011 AdoTube, Inc. – All Rights Reserved 3
- 4. CTR Stabilizes at 2.1% Average CTR 2.50% 2.00% 1.50% 1.00% 0.50% 0.00% 2009 Q1 Q2 Q3 Q4 Q1 Q2 Q3 2010 2010 2010 2010 2011 2011 2011 © 2011 AdoTube, Inc. – All Rights Reserved 4
- 5. Introducing the In-Stream Takeover High impact in-stream unit with functions similar to the Polite Pre-Roll®. Enables marketers to deliver a brand message within the video stream that is either static or interactive, and does not need to include a video message. Similar in size and proportions to a 336x280 banner ad. While In-Stream Takeover still represents a In-Stream Takeover small percentage of overall video ads, it is expected that this format will continue to grow in popularity with marketers. © 2011 AdoTube, Inc. – All Rights Reserved 5
- 6. Delivering the Same Display Message In-Stream Still Generates 6X – 25X Interaction & Click-through Rates Branded & Interactive Overlays as well as In-Stream Takeovers perform over 6X than their rich media and flash display counterparts In-Stream Takeovers with their larger branding area can perform up to 4X better than the smaller overlay formats with as much as a 43% lower close rate Avg. Close Engagement Doubleclick CTR Rate Rate Benchmarks 2010* Flash 728x90 Branded Overlay .49% 29.9% N/A .08% CTR Rich Media 728x90 Interactive .06% CTR 1.47% 22.6% 19.77% Overlays Expanded Non-Video 2.74% Interaction Rate** In-Stream Rich Media 336x280 2.30% 17.1% N/A Takeover .13% CTR Source: *Doubleclick Benchmarks, 2010: http://www.google.com/adwords/watchthisspace/tools/ **http://www.google.com/adwords/watchthisspace/tools/#methodology-and-definitions © 2011 AdoTube, Inc. – All Rights Reserved 6
- 7. Polite Pre-Roll® & Ad Selector – Show Low Abandonment Ad Selector shows continued strength Including a close button can lower abandonment rates (users exiting the experience) by as much as 46% Ad Selector shows the most strength among video Pre-Roll formats with a 65% VTR and an 81% retention rate CTR View-Thru Rate View-Thru Rate Close Rate Abandonment (25%) (100%) Rate Pre-Roll 2.0% 75% 59% N/A 39% Polite Pre-Roll® 2.2% 66% 47% 18% 32.8% Ad Selector 4.0% 80% 65% 10% 21% © 2011 AdoTube, Inc. – All Rights Reserved 7
- 8. Average Increase in Spend in 2011 Propelled by CPG, Government and Food Service Government advertising increased by 152% over 2010 driven by presidential campaigns Food Service and CPG increased by 212% and 61% respectively © 2011 AdoTube, Inc. – All Rights Reserved 8
- 9. About the AdoTube In-Stream Ad Format Index AdoTube serves ads on thousands of publishers sites, serving 75 MM to 125MM in-video ad impressions per week. This format index provides an overview of the effectiveness of our many different in-stream video ad formats over 2009, 2010 and Q1-Q3 2011. Process: We collected and analyzed data from a sample of over 6.5 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® 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. © 2011 AdoTube, Inc. – All Rights Reserved 9
- 10. 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. © 2011 AdoTube, Inc. – All Rights Reserved 10