internet and mobile have the greatest growth potential in terms of time spent with media
DESCRIPTION
$20B+ opportunity in USA. INTERNET AND MOBILE HAVE THE GREATEST GROWTH POTENTIAL IN TERMS OF TIME SPENT WITH MEDIA. Internet advertising reached $30B in the U.S., while mobile advertising reached $1.6B, according to the IAB. - PowerPoint PPT PresentationTRANSCRIPT
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
INTERNET AND MOBILE HAVE THE GREATEST GROWTH POTENTIAL IN TERMS OF TIME SPENT WITH MEDIA
Internet advertising reached $30B in the U.S., while mobile advertising reached $1.6B, according to the IAB
NOTE: INTERNET EXCLUDES MOBILE. PRINT INCLUDES NEWSPAPER AND MAGAZINE. $20B OPPORTUNITY CALCULATED ASSUMING INTERNET AND MOBILE AS SPEND SHARE EQUAL RESPECTIVE TIME-SPENT SHARE.
SOURCE: ANALYSIS BY MARY MEEKER, KLEINER PERKINS. TIME SPENT AND AD SPEND SHARE DATA EMARKETER, 12/11 INTERNET AND MOBILE AD SPENT AMOUNT PER IAB.
7%
15%
43%
26%
10%
25%
11%
42%
22%
1%
PRINT RADIO TV INTERNET MOBILE
% o
f ti
me
spen
t in
med
ia v
s. a
d s
pen
d,
US
A 2
011
TIME SPENT AD SPEND
$20B+opportunity
in USA
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
DISPLAY AND RICH MEDIA/VIDEO ARE NOT GROWING AMONG IAB-REPORTING PUBLISHERS
Advertising format share* (percent of total revenue)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
SEARCH DISPLAY BANNERS CLASSIFIEDS RICH MEDIA ANDDIGITAL VIDEO
LEAD GENERATION SPONSORSHIP MOBILE**
2006 2007 2008 2009 2010 2011NOTES: *FORMAT DEFINITIONS MAY HAVE CHANGED OVER THE TIME PERIOD DEPICTED, BOTH WITHIN THE
SURVEY PROCESS AS INTERPRETED BY SURVEY RESPONDENTS. **IN 2011, MOBILE REVENUE IS PRESENTED IN THE FORMATS SECTION OF THE REPORT AS A SEPARATE
CATEGORY FOR THE FIRST TIME.IN ORDER TO PROVIDE A COMPARISON TO THE PRIOR YEAR, WE HAVE REVISED 2010 REVENUES FOR AD FORMATS TO BE ON A CONSISTENT BASIS
SOURCE: IAB FULL-YEAR AD-SPENDING REPORT 2011
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
INTERNET-DELIVERED MEDIA WILL BEGIN TO CATCH UP TO TV
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
TV $61.2 $60.6 $53.8 $59.0 $60.7 $64.8 $65.6 $67.8 $68.9 $72.0
Internet $21.2 $23.4 $22.7 $26.0 $32.0 $39.5 $46.5 $52.8 $57.5 $62.0
Mobile (search and display) $0.1 $0.1 $0.2 $0.5 $1.2 $2.3 $4.0 $6.1 $8.2 $10.3
Newspapers* $42.2 $34.7 $24.8 $22.8 $20.7 $19.4 $18.4 $17.9 $17.4 $17.0
Radio** $19.6 $17.7 $14.3 $15.3 $15.4 $15.8 $16.1 $16.4 $16.5 $16.5
Magazine* $22.4 $20.7 $15.5 $15.2 $15.3 $15.4 $15.3 $15.3 $15.2 $15.3
Directories* $13.2 $12.0 $10.3 $9.0 $8.2 $7.5 $6.9 $6.4 $5.9 $5.5
Outdoor $7.3 $7.0 $5.9 $6.1 $6.4 $6.8 $7.1 $7.4 $7.6 $7.8
Mobile (SMS/MMS/P2P messaging) $0.1 $0.2 $0.2 $0.3 $0.3 $0.3 $0.4 $0.4 $0.4 $0.5
Total $187.2 $176.3 $147.5 $153.7 $158.9 $169.5 $176.3 $184.2 $189.5 $196.7
*PRINT ONLY; **EXCLUDES OFF-AIR RADIO AND DIGITAL NOTE: DIRECTORIES SPENDING INCLUDES YELLOW PAGES AND OTHER. MAGAZINE SPENDING INCLUDES B2B, CONSUMER, LOCAL AND SUNDAY. EMARKETER BENCHMARKS ITS U.S. NEWSPAPER AD SPENDING PROJECTIONS AGAINST THE NEWSPAPER ASSOCIATION OF AMERICA (NAA) DATA, FOR WHICH THE LAST FULL YEAR
MEASURED WAS 2010. MOBILE AD SPENDING INCLUDES DISPLAY (BANNER, RICH MEDIA AND VIDEO), SEARCH AND MESSAGING-BASED ADVERTISING. NEWSPAPER SPENDING INCLUDES CLASSIFIED, NATIONAL AND RETAIL. EMARKETER BENCHMARKS ITS U.S. ONLINE AD SPENDING PROJECTIONS AGAINST INTERACTIVE ADVERTISING BUREAU (IAB)/PRICEWATERHOUSECOOPERS (PWC) DATA, FOR
WHICH THE LAST PERIOD MEASURED WAS Q3 2010. ONLINE SPENDING INCLUDES BANNER ADS (STATIC DISPLAY), SEARCH ADS (PAID LISTINGS, CONTEXTUAL TEXT LINKS AND PAID INCLUSION), RICH MEDIA, VIDEO (IN-STREAM, IN-BANNER, IN-TEXT), CLASSIFIED ADS, SPONSORSHIPS, LEAD GENERATION (REFERRALS) AND EMAIL (EMBEDDED ADS ONLY); . EMARKETER BENCHMARKS ITS U.S.
OUTDOOR AD SPENDING PROJECTIONS AGAINST OUTDOOR ADVERTISING ASSOCIATION OF AMERICA (OAAA) DATA, FOR WHICH THE LAST FULL YEAR MEASURED WAS 2010. OUTDOOR SPENDING INCLUDES ALTERNATIVE, BILLBOARDS, CINEMA, STREET FURNITURE AND TRANSIT. EMARKETER BENCHMARKS ITS U.S. RADIO AD SPENDING PROJECTIONS AGAINST RADIO ADVERTISING BUREAU
(RAB) DATA, FOR WHICH THE LAST FULL YEAR MEASURED WAS 2010. TV SPENDING INCLUDES BROADCAST TV (NETWORK, SYNDICATION AND SPOT) AND CABLE TV.
SOURCE: EMARKETER, JAN 2012
U.S. total media spending, by media, 2007-2006 (billions)
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
EVEN TOP PUBLISHERS REPORT AN ONGOING SHIFT TO “PAY BY THE CLICK” ADVERTISING
Internet ad revenues by pricing model*
CPM
0%
10%
20%
30%
40%
50%
60%
70%
2005 2006 2007 2008 2009 2010 2011
PERFORMANCE
0%
10%
20%
30%
40%
50%
60%
70%
2005 2006 2007 2008 2009 2010 2011
HYBRID
0%
10%
20%
30%
40%
50%
60%
70%
2005 2006 2007 2008 2009 2010 2011
32%
64%
4%
* PRICING MODEL DEFINITIONS MAY HAVE CHANGED OVER TIME PERIOD DEPICTED, BOTH WITHIN THE SURVEY PROCESS AS INTERPRETED BY SURVEY RESPONDENTS.
SOURCE: IAB FULL-YEAR SPENDING REPORT 2011
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
VIDEO IS THE PREMIUM GROWTH FORMAT FOR ONLINE SPEND
2008 2009 2010 2011 2012 2013 2014 2015 2016
Video 126.5% 38.6% 39.6% 42.1% 54.7% 46.0% 40.2% 22.4% 18.9%
Sponsorships -39.2% -1.0% 87.5% 51.7% 27.0% 24.4% 22.8% 11.6% 10.5%
Banner ads 9.4% 3.8% 23.1% 23.9% 19.8% 13.7% 9.5% 5.4% 4.8%
Search 19.8% 1.4% 12.2% 27.9% 27.0% 17.2% 11.2% 7.7% 6.3%
Classifieds and directories -4.4% -29.0% 15.2% -3.8% 1.2% 4.8% 5.6% 6.8% 7.8%
Rich media -0.8% -8.3% 2.2% 2.7% 4.1% 8.4% 6.4% 4.0% 3.7%
Lead generation 6.3% -13.8% -7.7% 22.0% 18.5% 17.7% 11.2% 6.6% 5.5%
Email -4.5% -27.9% -33.2% -31.0% 3.1% 3.3% 3.6% 3.1% 3.8%
Total 10.6% -3.4% 14.9% 23.0% 23.3% 17.7% 13.5% 8.9% 7.8%
NOTE: EMARKETER BENCHMARKS ITS U.S. ONLINE AD SPENDING PROJECTIONS AGAINST THE INTERACTIVE ADVERTISING BUREAU (IAB)/PRICEWATERHOUSECOOPERS (PWC) DATA, FOR WHICH THE LAST FULL YEAR MEASURED WAS 2010; ONLINE AD DATA INCLUDES CATEGORIES AS
DEFINED BY IAB/PWC BENCHMARK—BANNER ADS (STATIC DISPLAY), CLASSIFIED ADS, EMAIL (EMBEDDED ADS ONLY), RICH MEDIA, SEARCH ADS (INCLUDING CONTEXTUAL TEXT LINKS, PAID INCLUSION, PAID LISTINGS AND SEO), SPONSORSHIPS, LEAD GENERATION (REFERRALS) AND VIDEO (INCLUDING IN-BANNER,
IN-STREAM, IN-TEXT); INCLUDES MOBILE AD SPENDING WITHIN EXISTING FORMATS, MAINLY SEARCH AND BANNERS.
SOURCE: EMARKETER, JAN 2012(
U.S. online ad spending growth, by format, 2008-2016 (percent change)
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
FACEBOOK TOPS ONLINE DISPLAY PUBLISHERS FOR TIME SPENT AND IMPRESSIONS
0%
5%
10%
15%
20%
8-Jun-12
8-Oct-
12
9-Feb
-12
9-Jun-12
9-Oct-
12
10-Feb
-12
10-Ju
n-12
10-O
ct-12
11-Feb
-12
11-Ju
n-12
11-O
ct-12
12-Feb
-12
12-Ju
n-12
GOOGLE SITES MICROSOFT SITES YAHOO SITES FACEBOOK AOL
Social and Google (which includes YouTube) take off for time spent–at the expense of portals
SOURCES: COMSCORE MEDIA METRIX; *COMSCORE AD METRIX
FACEBOOK: 13.9%
1,343,170* impressions
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
TOP 11-25 DISPLAY ADVERTISERS BY IMPRESSIONSPercent change from 2010
PROCTER & GAMBLE 2,721,503 +19%
SAMSUNG GROUP 224,696 + 964%
WALT DISNEY CO. 2,344,853 + 2%
COMCAST 312,881 + 578%
AMERICAN EXPRESS 1,279,017 + 60%
TOYOTA MOTOR 2,101,076 -3%
AMAZON.COM 865,889 +116%
IAC INTERACTIVE 2,583,910 -30%
DEVRY 1,167,655 + 43%
BLIZZARD ENTERTAINMENT 1,062,521 + 57%
CITIGROUP 452,246 + 250%
ELECTRONIC ARTS 828,223 + 75%
GUTHY-RENKER 123,090 + 1,045%
FIAT AUTOMOBILES 15,350 + 8,895%
NBC UNIVERSAL 909,075 + 51%
FORD MOTOR CO. 1,108,061 + 23%
SOURCE: COMSCORE JUNE 2012 DATA
Top display advertisers by impressions–June 2012
VOLUME OF DISPLAY DRIVEN
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
INTERNET DISPLAY AD SPENDING TOP 10 ADVERTISERS
2010
1 TD Ameritrade Holding Corp $248,778
2 Sprint Nextel $238,744
3 Experian Group $229,300
4 General Motors $226,073
5 FMR $225,862
6 E-Trade Financial $182,174
7 Scottrade $171,022
8 Netflix $165,133
9 Verizon Communications $160,987
10 Walt Disney Co. $158,062
JANUARY THROUGH JUNE 2012
1 Experian Group $172,831
2 Comcast $160,164
3 Procter & Gamble $101,792
4 Verizon Communications $98,311
5 General Motors $93,189
6 Walt Disney Co. $78,700
7 Toyota Motor $71,656
8 Sprint Nextel $70,154
9 E-Trade Financial $65,788
10 TD Ameritrade Holding $60,865
Top spenders list over past two years tends to be response-driven
SOURCE: KANTAR MEDIA
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
THE LUMASCAPE MAP OF DISPLAYHow the display ad players feed into each other to get your ad online
SOURCE: LUMA PARTNERS
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
SIMPLIFIED LUMA DISPLAY ECOSYSTEM CHARTDisplay marketing is consolidating around a handful of technology “stacks” with Google in everything
MARKETPLACEMARKETPLACE
+
AD
VERT
ISER
/ AG
ENCY
ADVE
RTIS
ER /
AGEN
CY
PUBLISHER PUBLISHER
DEMAND ENABLEMENT
DEMAND ENABLEMENT
ADV
ERTI
SER
AD S
ERVE
R
A
DVER
TISE
R AD
SER
VER
SUPPLY ENABLEMENT
SUPPLY ENABLEMENT
SERVICESSERVICES
DATA MGMT.DATA MGMT.
PUBLISHER AD SERVER PUBLISHER AD SERVER
SERVICESSERVICES
DATA MGMT.LDATA
MGMT.L
SOURCE: LUMA PARTNERS
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
BRAND SPEND PREDICTED TO GROWU.S. online ad spending by objective, 2011-2016, in billions
NOTE: EMARKETER BENCHMARKS ITS U.S. ONLINE AD SPENDING PROJECTIONS AGAINST THE IAB/PWC DATA, FOR WHICH THE LAST FULL YEAR MEASURED WAS 2010; NUMBERS MAY NOT ADD UP TO TOTAL DUE TO ROUNDING.
SOURCE: EMARKETER, JAN 2012
BRANDING
DIRECT RESPONSE
$0
$10
$20
$30
$40
$50
$60
$70
2011 2012 2013 2014 2015 2016
$62.00
$32.03
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
MEASUREMENT IS THE KEY TO BOTTLENECK FOR MARKETERSCross-channel efforts are also a challenge
SOURCE: THE STATE OF MARKETING 2011: UNICA’S ANNUAL SURVEY OF MARKETERS
57%53%
47%43%
32% 31% 31%
Measurement,
analysis & learning
Integrating cross-
channel efforts
IT support of
marketing
technology needs
Marketing planning &
objectives
Creative
development &
strategy
Program planning &
targeting
Channel execution &
delivery
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
WHO SEES MY ADS?AdSafe numbers for viewability vary by creative size and method sold
% OF ADS IN VIEW BY TIME FRAME
TIME FRAME
DIRECT NETWORK EXCHANGE
1-5 SECONDS 49.9% 41.2% 40.3%
15+ SECONDS 21.1% 16.3% 16.4%
% OF ADS IN VIEW BY CREATIVE SIZE AND CHANNEL
AD SIZE DIRECT NETWORK EXCHANGE
728 x 90OVERALL: 36.1%
44.1% 36.2% 35.4%
300 x 250OVERALL: 38.4%
51.7% 37.7% 37.8%
160 x 600OVERALL: 53.1%
68.1% 54% 51.9%
SOURCE: ADSAFE SEMIANNUAL REVIEW 2012
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
TRADITIONAL BRAND MEASURES
BRAND METRICS:
SOURCE: DYNAMIC LOGIC 2012
Guide to building engagement with display
BRAND AWARENESSMeasures the level of familiarity respondents have with a brand
AD BREAKTHROUGHMeasures the level of “breakthrough” of online advertising by gauging online ad awareness
MESSAGE ASSOCIATIONMeasures the extent to which respondents can match the messages and/or concepts in the creative to the brand
BRAND FAVORABILITYMeasures the extent to which respondents have a positive or favorable opinion of the brand
PURCHASE CONSIDERATIONMeasures the likelihood of respondents to consider the brand in their future purchase
DO YOUR KEY AUDIENCE SEGMENTS:
RECOGNIZE YOUR BRAND WHEN PRESENTED WITH ITS NAME?
RECOGNIZE THAT YOU’VE ADVERTISED ONLINE RECENTLY?
ASSOCIATE YOUR BRAND WITH ITS VALUE PERCEPTION?
APPRECIATE, RESPECT OR OTHERWISE CARRY FAVORABLE OPINIONS ABOUT YOUR BRAND?
INTEND TO PURCHASE OR TAKE ACTION RELATING TO YOUR BRAND?
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
4.7%
9.3%
25.6%
46.5%
4.7%7.0%2.3%
No/Negative Growth Less Than 5% 5% to 10% 10% to 20% 20% to 35% 35% to 50% 50% or More
BRAND SAFETY: THE $2B PROBLEMQ: How much would you expect display ad spending to grow if brand-safety issues were successfully addressed?
SOURCE: “BEYOND THE GREY AREAS: TRANSPARENCY, BRAND SAFETY AND THE FUTURE OF ONLINE ADVERTISING,” APRIL 2010
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
NOT SAFE FOR WORK72% of campaign-delivered ads appear next to dicey content
SOURCE: COMSCORE, “THE ECONOMICS OF ONLINE ADVERTISING: HOW VIEWABLE AND VALIDATED IMPRESSIONS CREATE DIGITAL SCARCITY AND AFFECT PUBLISHER ECONOMICS,” AUGUST 2012
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
RISK COMPOSITION OF PUBLISHERSAd networks tended to have the highest safety-risk levels
SOURCE: ADSAFE SEMIANNUAL REVIEW: Q2 2012 INDUSTRY ANALYSIS AND FINDINGS
0% 2% 4% 6% 8% 10%
PUBLISHERS
EXCHANGE
NETWORKS
MODERATE HIGHVERY HIGH
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
THE FIVE DEGREES OF DANGERDisplay advertising and the risks to brand safety
TYPE OF RISK CHARACTERIZED BY CONTENT THAT… EXAMPLESPOTENTIAL THREATTO BRAND
DANGEROUSDefies baseline societal norms with respect to taste, respect and basic courtesy; is patently offensive to some audiences
Hate speech, adult content, gratuitous violence, vitriolic commentary on virtually any issue SEVERE
CONTRADICTORYUndermines, challenges or otherwise contradicts the value proposition or general message of an ad or its parent brand
Issue advocacy (or news reporting of such advocacy) directed against a brand or product; aggressive user-generated criticism of brand
MODERATE TO SEVERE
VERTICALLYMISALIGNED
Defies regulatory guidelines or established norms pertaining to marketing of specific products (to specific audience)
Inappropriate/off-label marketing of pharmaceuticals, foods or other consumer goods to sensitive consumer cohorts (e.g., patients, children, etc.)
VARIOUS, BUT TYPICALLY MODERATE TO SEVERE
CONTEXTUALLY INAPPROPRIATE
Unwittingly casts a negative light on the product or parent brand, usually through ironic juxtapostion
Brand diminished by surrounding content that may promote ridicule; often blamed on “poor timing” MODERATE
MESSAGE-MISALIGNED
Does not align with the likely interests of the ad’s target consumer(s); appears starkly out of place
Messages targeted to niche audiences that appear on sites catering to others
MINOR TO MODERATE
SOURCE: “BEYOND THE GREY AREAS: TRANSPARENCY, BRAND SAFETY AND THE FUTURE OF ONLINE ADVERTISING,” APRIL 2010
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
KELLOGG’S KEY INDICATOR’S FRAMEWORKEstablishing a model for advertising effectiveness–applied initially to online media
SOURCE: KELLOGG’S
PREMARKET QUALITY Does my creative have the right to succeed?
AUDIENCE DELIVERYDid we efficiently reach our target?
IN-MARKET EFFECTIVENESSAre we moving the needle?
• Branded Recognition
• Brand to Buy Next
• % Impressions to Target/Targeting Index
• Frequency of Exposure
• % Impressions in View
• CPM
• Brand Awareness
• Purchase Interest
• Message Association
• Direct Response
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
SOCIAL NETWORKS/SOCIAL MEDIA MOBILE PLATFORMSCentral to marketing mix: 90% and 74% of marketers are suing social and mobile, respectively
SOURCE: ANA “DIGITAL/SOCIAL MEDIA SURVEY,” 2012
SOCIAL NETWORKS/SOCIAL MEDIA
14%
33%
49%
89%
96%
OTHER
MOBILE PLATFORMS
25%
41%
53%
67%
70%
VIDEO ADS
NONVIDEO ADS
TEXT ADS
QR CODES
BRANDED MOBILE
APPS
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
GROWTH IN DISPLAY ADVERTISING: AUDIENCE BUYINGTwice the rate of search, driven by audience buying
SOURCE: EMARKETER 2012 PROJECTIONS
$18.8
$33.3
$12.8
$28.2
$12.8
$1.4
$0
$10
$20
$30
$40
$50
SEARCH DISPLAY SEARCH DISPLAY
U.S
. DIG
ITA
L A
D S
PE
ND
, IN
BIL
LIO
NS
2011 2016
COMPOUND ANNUAL GROWTH RATES:
55% DISPLAY: AUDIENCE
17% DISPLAY: SITE SPECIFIC
10% SEARCH
AUDIENCE
SITE-SPECIFIC
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
THE DISCONNECT BETWEEN HOW PUBLISHERS AND AGENCIES VIEW AD INVENTORY
These two sides are focusing on different priorities
Top publishers want to focus here
While agencies put their efforts here
INTEGRATED SPONSORSHIPSMake an impact with site-specific sponsorship
and custom solutions
CONTEXT AND PLACEMENTEducate and influence with site-based placements
AUDIENCE TARGETINGIdentify and inspire key audience with advanced targeting
SCALECapture large audiences efficiently and at scale
SOURCE: PUBMATIC
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
INVENTORY’S VARIABLE VALUE IN REAL TIMEPubmatics view of how publishers should strategically tier and sell their inventory
Remnant $0.50
$14
$9
$6
CP
M
Impression Volume
Revenue Recaptured by a Secondary Premium Channel: Based on level of targeting and transparency
$20
Pre
miu
m s
ales
SOURCE: PUBMATIC
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
38%
15%
RISING STARS AD STANDARD AD
RISING STARS GET MORE INTERACTION THAN STANDARD ADSUsers are 2.5 times more likely to interact with Rising Star ads
UNIVERSAL REACTION RATE REFERS TO THE NUMBER OF TIMES A USER’S MOUSE ENTERS FRAME OF AD AND IS ACTIVE (NOT PARKED) FOR 0.5 SECONDS OR LONGER (MAX. OF ONE INTERACTION PER LOAD) DIVIDED BY THE NUMBER OF TIMES AD FULLY LOADS ON PAGE (MAX. ONE LOAD PER PAGE).
SOURCE: IAB RISING STARS RESEARCH WITH IPG MEDIA LAB, FEB. 2012
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
AD LOADS FOR ONLINE VIDEO INCH UPDespite an increase in number of ads within online video, users aren’t tuning out
SOURCE: FREEWHEEL PROFESSIONAL VIDEO MONETIZATION REPORT, Q2 2012
LONG-FORM CONTENT(20+ MINUTES)
0
2
4
6
8
Q12011
Q2 Q3 Q4 Q1 Q22012
7.96 MIDFORM CONTENT(5-20 MINUTES)
0
2
4
6
8
Q12011
Q2 Q3 Q4 Q1 Q22012
1.32
SHORT-FORM CONTENT(LESS THAN 5 MINUTES)
0
2
4
6
8
Q12011
Q2 Q3 Q4 Q1 Q22012
0.56
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
IAB’S NEW PORFOLIO OF AD UNITSEntertain, enlighten and engage–at scale
© 2012 Crain Communications Inc.
TREND REPORTOctober 29, 2012
BEYOND THE CLICKKey metrics redefined, IAB working definitions
KEY METRIC: IAB’S RISING STARS WORKING DEFINITION:
UNIVERSAL INTERACTION RATE: The percent of users who purposely enter the
frame of an ad continuously for at least 0.5
seconds or more.
Refers to the number of times a user’s mouse enters the frame of an ad
and is active (not parked) for 0.5 seconds or longer (maximum of
one interaction per load) divided by the number of times an ad fully
loads on the page (maximum one ad load per page).
UNIVERSAL INTERACTION TIME: The average amount of time users spent
on the ad.
The average length of time that a user’s mouse enters the frame of an
ad and is active (not parked) for 0.5 seconds or longer and ends
when the mouse leaves the ad frame, or at least 60 seconds,
whichever happens first.