AdoTube Format Index - Q1 2011
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The polite pre-roll advertisement format proved successful, with a view-through rate nearly 45% and abandonment rate 18% lower than standard pre-rolls. Consumer packaged goods companies continued aggressively investing in online video. Overall click-through rates for advertisements grew due to impactful formats like polite pre-rolls and in-stream ads.
AdoTube Format Index - Q1 2011
- 1. Q1 2011 Format Index When given a choice, almost half of consumers choose to watch the entirety of a pre-roll advertisement The Polite Pre-Roll® has an 18% lower video abandonment rate than the pre-roll Nearly 5% of viewers are re-engaging in-stream ads after initially dismissing them CPG continues aggressive investment in online video as a way to extend TV buys © 2011 AdoTube, Inc. – All Rights Reserved
- 2. Q1 2011 Key Takeaways Polite Pre-Roll® Proves Itself and CPG Continues to Invest Polite Pre-Roll® jumps to 30% of ads served. Polite Pre-Roll® increased by 25% over Q4 2010 to 30%. Polite Pre-Rolls® and Pre-Rolls account for 64% of ads served Overall CTR continues to grow due to high impact in-stream formats and features, such as: Polite Pre-Roll®, In-Stream Takeovers, Expansions, Gaming, Social Media, etc. Over 5% of viewers are re-engaging in-stream Overlay Ads after initially closing them. When given a choice, nearly half of all viewers chose to watch the entirety of a Pre-Roll. The Polite Pre-Roll® view-through rate (VTR) rose 7 percentage points, in Q1 2011 to nearly 45% and is comparable to the Standard Pre-Roll’s view-through rate. The Polite Pre-Roll® had an 18% lower video abandonment rate than the pre-roll. CPG continues aggressive investment in online video as a way to extend TV buys, accounting for 60% of ads served. Entertainment continues to invest cautiously, and retail pulls back slightly after post-holiday push. © 2011 AdoTube, Inc. – All Rights Reserved 2
- 3. Polite Pre-Roll® Increases to 30% of Total Ads Together Polite Pre-Rolls® and Pre-Rolls account for 64% of ads Advertisers continue to embrace Polite Pre-Rolls® due to: Strong Performance: CTR, Engagement rates, Views, Brand metrics and other KPIs Quality of View-Through: Providing users with an option to dismiss a message qualifies the completion rate as a higher quality view-through than a forced message . Q1 2010 Q4 2010 Q1 2011 © 2011 AdoTube, Inc. – All Rights Reserved 3
- 4. CTR Continues Path of Steady Growth Growth is attributed to the adoption of new high-impact formats and features, including Polite Pre-Roll®, In-Stream Takeovers, Expansions, Gaming, Social Media, etc. Average CTR 2.00% 1.80% 1.60% 1.40% 1.20% 1.00% 0.80% 0.60% 0.40% 0.20% 0.00% 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 © 2011 AdoTube, Inc. – All Rights Reserved 4
- 5. 1 in 5 Viewers Actively Engaging with Video Ads While interactive formats continue to grow in prominence, engagement rates have tended to stay steady at a phenomenal 22% on average. 1 in 5 viewers are actively engaging. Average Engagement Rate 30% 25% 20% 15% 10% 5% 0% 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 © 2011 AdoTube, Inc. – All Rights Reserved 5
- 6. CTR - Interactive vs. Branded In-Stream Ads Interactive Overlay CTR Shoots Up in Q1 CTR - Branded vs. Interactive 2.00% 1.80% 1.60% 1.40% 1.20% 1.00% 0.80% 0.60% 0.40% 0.20% 0.00% 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Branded Interactive © 2011 AdoTube, Inc. – All Rights Reserved 6
- 7. Viewers Choose to Re-Engage We have noticed that nearly 5% of viewers re-engage in-stream ads after they finish watching their content. Demonstrating that consumers will respond to ads that respect their video experience. CTR/Engagement Close Viewed ad in full or Ad Format Re-Engaged** Rate Rate Navigated away* Branded Overlay 0.53% 50.54% 5.44% 48.93% Interactive Overlay 1.86% 49.32% 5.35% 48.82% All rates are out of the total ad viewership except ** *Estimate based on statistics from other metrics **Percentage of the close rate not the total viewership Re-engage: provides users the opportunity to view the ad after initially closing it Option to re-engage Ad after “Closing” © 2011 AdoTube, Inc. – All Rights Reserved 7
- 8. Polite Pre-Roll® VTR Jumps to 44% 45% of viewers chose to watch entire Polite Pre-Roll® Ads In another sign of the consumer’s growing acceptance of Polite Pre-Roll® and Pre-Roll advertisements, VTR has continued to rise, jumping to 44% with a retention rate of 76%. Nearly 45% of viewers chose to watch 100% of the Polite Pre-Roll® advertisement. POLITE PRE-ROLL® Quarter CTR VTR (25%) VTR (100%) Ad Retention Rate Q1 2010 1.5% 49% 37% 77% Q2 2010 2.1% 48% 34% 72% Q3 2010 4.5% 49% 36% 73% Q4 2010 2.9% 54% 38% 70% Q1 2011 2.7% 58% 44% 76% STANDARD PRE-ROLL Quarter VTR (25%) VTR (100%) Ad Retention Rate Q1 2010 2.8% 58% 41% 72% Q2 2010 2.9% 58% 43% 73% Q3 2010 2.7% 56% 40% 71% Q4 2010 2.2% 60% 46% 77% Q1 2011 2.3% 66% 51% 77% © 2011 AdoTube, Inc. – All Rights Reserved 8
- 9. Polite Pre-Roll® vs. Pre-Roll Polite Pre-Roll® had an 18% lower video abandonment rate than the Pre-Roll In A/B Testing, the Polite Pre-Roll® decreased abandonment rates by 36% Only 14% dismissed the Polite Pre-Roll® and nearly 8% then re-engaged Ad Format CTR/Engagement Rate Close Rate Re-Engaged** View Through (100%) Navigated away* PPR 2.69% 14.27% 7.57% 44.37% 38.67% Pre-Roll 2.27% n/a n/a 50.51% 47.22% All rates are out of the total ad viewership except ** *Estimate based on statistics from other metrics **Percentage of those who closed and then re-engaged with the ad Re-engage: provides users the opportunity to view the ad after initially closing it Option to re-engage Ad after “Closing” © 2011 AdoTube, Inc. – All Rights Reserved 9
- 10. Campaigns by Vertical CPG Doubles Down on Online Video, Entertainment Cautiously Invests More CPG continued its effort to extend their TV buys by aggressively investing in the online video space. Entertainment has cautiously increased its investment compared to last year’s Q1. CPG Entertainment Web Services & Products Retail Auto Food Services Travel B2B Finance/Insurance 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% Q1'2011 Q4'2010 Q1'2010 © 2011 AdoTube, Inc. – All Rights Reserved 10
- 11. About AdoTube In-Stream Ad Format Index AdoTube serves ads on thousands of publishers sites, serving 70MM to 100MM 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 2011. Process: We collected and analyzed data from a sample of over 4.25 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 11
- 12. 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 12