Are Your Videos Making An Impression? Vide Marketing

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<p> 1. Are Your Video Ads Making an Impression? May 2015 Video Ad Viewability Insights for Digital Marketers and Publishers 2. WHAT WE WANTED TO KNOW We conducted research using our Active View technology to learn about the current state of viewable video impressions on the web. Viewability is top of mind for many advertisers and publishers now that the Media Rating Council has lifted the viewable transaction advisory for video. Seeking enhanced ROI, brand advertisers hope to ensure that their video ads are seen. Publishers are receiving more RFPs and are looking to enhance site viewability, using viewable impressions as a currency to do so. Here we highlight the broad ndings and insights we discovered during our analysis of the research data to help advertisers and publishers better understand the current state of viewable video impressions. 2thinkwithgoogle.com/viewability 3. WHAT WE DID 3 Google conducted a study of our video advertising platforms, including Google, DoubleClick, and YouTube, to better understand video ad viewability on YouTube and across the web. According to the Media Rating Council and IAB standard, a viewable video impression occurs when at least 50% of an ads pixels are visible on screen for at least two consecutive seconds. For the purpose of this report, we are using this denition across both desktop and mobile devices. We analyzed two separate sets of data pulled using Googles Active View measurement technology in April 2015: 1. Video viewability across the web (desktop, mobile, and tablet), not including YouTube. Mobile video app data is not available at this time, so we have excluded it from this analysis. 2. Video viewability data for YouTube, including both data from across the web (desktop, mobile, and tablet) and mobile in-app ads. thinkwithgoogle.com/viewability 4. WHAT WE FOUNDWHAT WE FOUND State of Video Ad Viewability The average viewability of video ads across the web (not including YouTube) is 54% and on YouTube is 91%.* Why Video Ads Arent Seen Of non-viewable ads, 76% were in a background tab or never on screen at all. The remaining 24% were scrolled o-screen or abandoned in fewer than two seconds. Player Size Matters The most popular video ad player size across the web happens to be the least viewable. Large players on video-focused sites, like those found on YouTube, for example, demonstrate signicantly higher viewability. Location, Location, Location Horizontal and vertical positioning matter, and correlate to viewability. Device Matters Video ads are signicantly more viewable on mobile and tablet than on desktop. YouTube exhibits very high viewability on mobile and tablet at 94%.* 4 *YouTube includes mobile app data Source: Google and DoubleClick advertising platforms data, April 2015. thinkwithgoogle.com/viewability 5. State of Video Ad Viewability 6. 6 *Does not include mobile apps **YouTube numbers also include data for mobile apps are viewable on the web (not including YouTube) across desktop, mobile,* and tablet. 54% are viewable on YouTube.** 91% State of viewability for video ads: Source: Google and DoubleClick advertising platforms data, April 2015. thinkwithgoogle.com/viewability 7. 7 more ad recall compared to those who didnt experience the ad at all (control). 33.1% Source: Google and DoubleClick advertising platforms data; Google Brand Lift study data; through March 2015. Even ads that are not viewable on YouTube impact brand lift. Users exposed to YouTube ads that are heard and not seen had: thinkwithgoogle.com/viewability 8. 8Source: Google and DoubleClick advertising platforms data, April 2015. Viewability is not uniform globally; benchmarks can vary signicantly by country. *Does not include mobile apps **YouTube numbers also include data for mobile apps thinkwithgoogle.com/viewability Country Non-YouTube* YouTube** 54% 61% 80% 76% 58% 69% 69% 56% 86% 83% 65% 79% 64% United States Canada Mexico Brazil Great Britain Germany France Italy Russia Japan South Korea India Australia 91% 91% 89% 89% 91% 92% 89% 89% 91% 91% 88% 90% 91% 9. Device Matters 10. 0% 20% 40% 60% 80% 100% Desktop M obile** 53% 83% 87% 94% 94% 81% Tablet** Desktop M obile Tablet 10 Video ads are signicantly more viewable on mobile and tablet than on desktop. YouTube is 94% viewable on mobile devices. Source: Google and DoubleClick advertising platforms data, April 2015. YOUTUBEWEB* More than half of YouTube views are on mobile devices. *Does not include YouTube **Does not include mobile apps YouTube numbers also include data for mobile apps thinkwithgoogle.com/viewability 11. Why Video Ads Arent Seen 12. 12Source: Google and DoubleClick advertising platforms data, April 2015. Non-viewable ads are served video ads across desktop, mobile, and tablet that dont meet the viewability criteria. are never on screen (theyre in a background tab or simply not on the screen at all). 76% are scrolled o-screen or abandoned in fewer than two seconds. 24% Of the video ads that were not seen: thinkwithgoogle.com/viewability 13. Player Size Matters 14. 14Source: Google and DoubleClick advertising platforms data, April 2015. Among the most common video players across the web, the larger the video player, the higher its viewability. VIEWABILITY RATE BY PLAYER SIZE thinkwithgoogle.com/viewability VOLUME BY PLAYER SIZE 75 50 25 19.8 33% 88.6 57.3 26.7 85.9 73.8 52.2 46.4 83.8 71.4 85.8 85.4 79.3 30.3 67 19% 7% 5% 5% 4% 4% 3% 3% 3% 3% 3% 3% 2% 2% ViewabilityRate Player Size Player Size %ofTotalVolume Most viewable video ad sizes Least viewable video ad sizes 0 100 30% 15% 20% 25% 5% 10% 0 35% 300 x 250 300 x 250 848 x 477 848 x 477 640 x 360 640 x 360 400 x 300 400 x 300 610 x 290 610 x 290 960 x 540 960 x 540 612 x 281 612 x 281 1280 x 720 612 x 344 640 x 480 640 x 480 640 x 390 645 x 410 645 x 410 1280 x 720 300 x 255 854 x 510 854 x 510 702 x 396 702 x 396 300 x 225 612 x 344 640 x 390 15. Location, Location, Location 16. 16Source: Google and DoubleClick advertising platforms data, April 2015. VERTICAL POSITION Top of Page = Most Viewable Video player size and its location on the page matter. Both correlate to higher viewability. HORIZONTAL POSITION Centered = Most Viewable thinkwithgoogle.com/viewability Highest Viewability 2nd Highest Viewability 2nd Highest Viewability 3rd Highest Viewability 3rd Highest Viewability Screen 250 750 1250 1750 2250 2750 3250 3750 4250 4750 5250 5750 6250 6750 PixelstoPlayerTop 17. 17Source: Google and DoubleClick advertising platforms data, April 2015. Video player size and its location on the page matter. Both correlate to higher viewability. 0 20 250 750 1250 1750 2250 2750 3250 3750 4250 4750 5250 5750 6250 6750 40 60 80 100 PixelstoPlayerTop Document Width VERTICAL + HORIZONTAL POSITION Top Center of Page = Most Viewable thinkwithgoogle.com/viewability 18. WHAT THIS MEANS FOR ADVERTISERS 18 Advertisers seeking viewable impressions should look at high viewability sites that engage in best practices for video viewability. Video viewability varies signicantly by ad size. In general, advertisers should consider investing their spend in inventory comprised of larger video ad sizes to enhance viewability. Page position is crucial to video viewability. Advertisers should understand how both horizontal and vertical positioning can impact viewability for video ads. While extremely popular, advertisers should consider buying fewer 300 x 250 ads given how poor the viewability is for this ad size. To maintain accurate, high viewability rates, every impression needs to be counted, not just a sample of impressions. thinkwithgoogle.com/viewability 19. WHAT THIS MEANS FOR PUBLISHERS 19 In order to achieve average viewability for their video ads, publishers need to achieve a viewability rate of 54%. Publishers should evaluate their video ad size inventory and move away from smaller video ads that dont deliver the viewability rates desired by advertisers. In general, moving video players to a higher and more centrally located position on the page is recommended. Page position aects the eectiveness of video ads; publishers should keep this in mind when making video ad placement/layout decisions. To maintain accurate, high viewability rates, every impression needs to be counted, not just a sample of impressions. This helps prevent any lost revenue from inaccurate sampling. thinkwithgoogle.com/viewability </p>