video hub performance_replay_q1_2012

PERFORMANCE REPLAY REPORT: Q2 2012

FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012

257 Advertisers

684 Video Placements

4+ Billion Content Streams

543 Gross Ratings delivered

Over 1.8 Billion Video Ads

4+ Million Clicks & Engagements

VIDEO CONTENT VIDEO ADS BRAND ADVERTISERS

DESTINATIONS VIDEO AD REACH VIEWER REACTION

20% Advanced Pre-Roll 80% Basic Pre-Roll

CREATIVE

62% :30 Second TV Spots

AD LENGTH

ANALYSIS April-June

2012

Powering billions of streams, VideoHub is a powerhouse of knowledge. The technology continually monitors 14+ signals across video ads and video content, delivering unmatched transparency and insight into the video ecosystem.

INTRODUCTION

13% 14% 15%

17% 15%

14% 12%

0% 2% 4% 6% 8%

10% 12% 14% 16% 18%

SUN MON TUE WED THU FRI SAT

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As the 2012 Fall TV season begins and “TV everywhere” advertising tactics evolve, there are many highlights to note from the spring television season. Top tune-in week — 4/30 - 5/5 The first week of May (start of season finales) attracted the highest online ratings with ~2.5 million additional daily viewers compared to the average.

Summer break — June saw 11% drop-off Viewership in the spring was highest in April with a slight dip in overall ratings during May and a significant drop in June ( -11% in unique reach).

Most popular day of week – Wednesday Online reach was highest on Wednesday and lowest on the weekends. As the summer approached, viewership by day of week became flatter. Mobile — Consistent activity Compared to online, mobile tune-in by day of week was more consistent across weekdays and the weekend

ONLINE TUNE-IN BY DAY OF WEEK: Q2

MOBILE TUNE-IN BY DAY OF WEEK: Q2

TOP TUNE-IN DAYS: Q2

15% 14% 15% 14% 14% 14% 14%

-‐2%

3%

8%

13%

18%


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0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0

4/1 4/8 4/15 4/22 4/29 5/6 5/13 5/20 5/27 6/3 6/10 6/17 6/24

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Highest Viewership in first week in May as season finales on TV kicked-off

Wednesday saw the highest tune-in. This was more significant in April & May with June showing flatter daily results.

VIEWING TRENDS

Daypart: In Q2, online viewing was highest from noon to 5PM while mobile viewing was strongest from 6PM to Midnight. It was during primetime, however, that online viewers were more accepting of ads in their viewing experience as ad completion rates were strongest (less content abandonment during video ad placement). Mobile completion rates were strongest in the late afternoon.

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Online

Mobile

0%

2%

4%

6%

8%

10%

12%

14%

16%

64% 65% 66% 67% 68% 69% 70% 71% 72% 73% 74% 75%

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ON

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RAT

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Online

Mobile

COMPLETION RATE BY DAY PART: MOBILE VS ONLINE

ONLINE AD COMPLETION RATE 72%

12 PM to

5 PM

UNIQUE REACH COMPOSITION BY DAYPART: MOBILE VS ONLINE

Top Online Viewing Hours

Viewers more accepting of

ONLINE video ads

versus Mobile video ads

MOBILE AD COMPLETION RATE 11% (all VideoHub mobile ads give Consumers the option to skip)

VIEWING TRENDS

NOTE: Mobile ads gave viewers the option to “Skip to Content” resulting in much lower overall completion rates.

Top Mobile Viewing Hours

Primetime Ads

6 PM to

Midnight

Entertainment

Music

Movies Television Sports

Top tune-in: Content 75% of springtime viewership was across Arts & Entertainment streams with Health, Gaming & Sports also driving popularity.

Gaming

Health & Fitness

15%

18%

13% 15% 14%

13% 12%


April

13% 12%

17% 16% 16%

13% 13%


May

13% 13% 13% 14% 14%

16% 17%


June

Arts & Entertainment Day of Week Trending

Day of Week Trends: Entertainment streams were more popular during the weekdays in April & May. However, as the summer hit, tune-in was more concentrated on the weekend.

Stream Composition (%) Stream Composition (%) Stream Composition (%)

VIEWING TRENDS

6

Weekday Viewing

Weekend Viewing

11%

19%

30%

18%

9% 7% 7%


Personal Finance 17% 15% 14%

12% 13% 13% 15%


Home & Garden

10% 11% 10% 7% 9%

23%

29%


Pets

14%

19% 19% 17%

13%

7%

11%


Business

PETS VIDEOS: STREAM COMPOSITION % (Q2 2012)

HOME & GARDEN VIDEOS: STREAM COMPOSITION % (Q2 2012)

BUSINESS VIDEOS: STREAM COMPOSITION % (Q2 2012)

FINANCE VIDEOS: STREAM COMPOSITION % (Q2 2012)

13% 12% 11%

13%

17% 18% 16%


Shopping

SHOPPNG: STREAM COMPOSITION % (Q2 2012) Day of Week Trends: Just like Arts & Entertainment streams, Personal Finance and Business content spiked during the weekdays. The weekends, however, tended to attract higher viewership across Shopping, Home & Garden and Pet videos.

VIEWING TRENDS

AUTOMOTIVE 4% 30% 17% 47% 1%

BUSINESS/FINANCE 19% 24% 22% 35% 0%

COMPUTING/TECH 13% 47% 3% 37% 0%

CONSUMER ELECTRONICS 9% 9% 27% 55% 0%

CPG 16% 26% 16% 42% 0%

ENTERTAINMENT 4% 46% 18% 32% 0%

FOOD & DRINK 14% 24% 17% 31% 14%

HEALTH & LIFESTYLE 31% 34% 9% 25% 0%

RETAIL 7% 33% 13% 46% 0%

TELECOM 0% 58% 8% 33% 0%

TRAVEL 4% 16% 9% 61% 11%

BRAND METRICS

COMPLETION RATE

ENGAGEMENT RATE

CLICK RATE

CONVERSION RATE

CAMPAIGN VERTICAL

AUDIENCE GRPs

MOST FREQUENT CAMPAIGN OPTIMIZATION KPI

Agency Trends: As Online Video and TV metrics converge, marketers are evolving the way they plan, buy, and optimize video advertising. Across 684 video placements in Q2, CPG campaigns were focused on ratings and guaranteed audience buying. The majority of optimization, however, was on “clicks and completes.”

Health & Lifestyle campaigns were more likely to optimize to mid-funnel performance metrics like brand lift and engagement rate instead of clicks and completions versus the average.

Optimization KPI: Digital Video Campaigns (April - June 2012)

ADVERTISER & AGENCY TRENDS

Brand Metrics based on VideoHub’s in-stream survey delivered directly from our video ad server allowing for dynamic optimization across survey results.

Engagement: Unique roll-over or click within an interactive preroll ad that launches an engagement slate and pauses the base preroll video

Indicates a vertical’s propensity to buy based on guaranteed audiences, measured in GRPs.

Awareness Index (Q2 Average): VideoHub Ranks the ability of digital video inventory to drive awareness against an audience. The technology factors three variables to calculate the awareness quality against an audience: Player Position, Player Size, and Completion Rate of the ad.

Across 543 Ratings in Q2

6% x-small

31% small

26% medium

33% large

4% x-large

70% In-View

21% Partially Visible

9% Not Visible

Campaign Outliers Not Visible: Max 25%, Min 0% In-View: Max 100%, Min 45%

72% Completed

6% 75%

5% 50%

6% 25%

:15 vs. :30 Spots Completion Rate (:15): 75% Completion Rate (:30): 70%

11% <25

AGENCY & BRAND PERFORMANCE TRENDS

PLAYER POSITION DISTRIBUTION (relative to browser position)

PLAYER SIZE DISTRIBUTION

AD QUARTILE DISTRIBUTION

390 High Awareness

Ratings

Campaign Outliers Small: Max 76%, Min 0% XS: Max 20%, Min 0%

Vertical Completion Rate

Click Rate

Engagement Rate

Watched Time Spent (s)

Engaged Time Spent (s)

Low End (s)

High End (s)

Automotive 73.95% 0.77% 1.02% 23.75 45.35 20.69 99.06

Business and Finance 77.79% 0.82% 1.65% 20.99 48.03 25.52 80.11

Computing/Tech 72.66% 0.80% 3.64% 22.94 32.09 - -

Consumer Electronics 53.22% 0.56% 1.14% 21.04 64.19 46.08 75.44

CPG 73.03% 0.51% 1.36% 20.48 45.95 16.51 96.91

Entertainment 75.50% 0.75% 1.40% 23.69 53.58 17.95 142.10

Food and Drink 78.18% 0.48% 1.10% 18.44 49.84 28.78 63.52

Health and Lifestyle 72.34% 0.84% 2.36% 18.16 46.80 37.93 55.66

Retail 60.47% 1.12% 2.48% 23.73 48.57 23.49 80.15

Telecom 67.51% 1.20% 0.70% 25.16 46.32 24.47 68.17

Travel 69.41% 0.71% 2.29% 23.77 49.12 23.67 98.33

Grand Total 71.65% 0.71% 1.44% 22.35 49.33 16.51 142.10

Performance Benchmarks by Vertical Food & Drink ads drove the strongest completion rates while Retail and Telecom ads resulted in the top CTR. In terms of engagement, Computing/Tech interactive video ads drove the highest percentage of engaged viewers while the strongest time spent for engaged viewers was in the consumer electronic vertical.

AGENCY & BRAND PERFORMANCE TRENDS

Engaged Time Spent Range

Engaged Time Spent = Total time spent with an interactive preroll across viewers who opted to engage with the ad.

Watched Time Spent = total time with an interactive pre-roll across viewers who did NOT engage with the ad

Engagement: Unique roll-over or click within an interactive preroll ad that launches an engagement slate and pauses the base preroll video

Entertainment was not the top overall performer for engaged time spent, but it did drive the high end of the spectrum

Brand Actions Completions

1 Geo 2 Frequency 3 Publisher 4 OS Type 5 Browser Type 6 Video View History

7 Player Size

8 Content Category

9 Content Length

10 Time of Day

11 Day of Week

12 Demographics

13 Video Consumption

1 Publisher 2 Player Size 3 Browser Type 4 Frequency 5 Geo 6 OS Type

7 Content Length

8 Video Consumption

9 Content Category

10 Video View History

11 Time of Day

12 Day of Week

13 Demographics

1 Publisher 2 Content Category 3 Viewing History 4 Player Size 5 Content Length 6 Browser Type

7 Video Consumption

8 OS Type

9 Geo

10 Time of Day

11 Frequency

12 Day of Week

13 Demographics

Metrics Performance Clicks & Engagements 100% of Ad Viewed

SIGNAL PERFORMANCE INDEX

What’s Your Signal? In addition to ranking awareness quality of delivery and video metrics, VideoHub analyzes over 14 signals that impact goals across the brand funnel from unique reach to conversions. Across the 257 advertisers in Q2, the Geographic location of the viewer and frequency of ad exposure made the biggest impact on brand health performance. Completion rate, however, was more likely to be impacted by content related signals including the publisher, category of the video stream, viewer content history, player size and content length.

XL Players Movies

Long form video Mac OS X Men

Primetime

Gaming Properties

Mid-Roll

A18-34

Mid-Week Network Television

Early Evening

Short Form Clips

Hobbies

Business Entertainment TV

Family & Parenting

Monday

3-7x Frequency

Brand

Actions

Completions Metrics Performance

Clicks & Engagements

100% of Ad Viewed

Mobile Family & Parenting

Lifestyle

Afternoon

Sunday

A 35+

Shopping 1-2x Frequency

Women L/XL Players

TOP SEGMENTS IN Q2

Segment Personality Profiles A high signal ranking in VideoHub indicates the segments within a signal had high levels of performance variation. In Q2, signal trends were consistent across campaigns and verticals (i.e. Content Category was consistently a top signal impacting completion rates across several brands). However, within signals there was broad variation across campaigns in terms of the segments that maximized results (i.e. the specific Content Categories driving optimal performance varied). The circles indicate segments that drove the highest overall results across verticals.

Action

SUNDAY

1.48% ENGAGEMENT RATE

Completion

TU WED TH

72% Completion Ratings

MONDAY

30th APRIL

MOST VALUED

CONTENT Viewers are more

likely to view ads to get to reach their desired content

MOST POPULAR

VIEWING DAY Digital viewing spiked

on the 30th through the first week of May

as season finales kicked-off

LEAN FORWARD VIEWING

Viewers are more likely to actively participate

with commercials

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

66%

67%

68%

69%

70%

71%

72%

73%


CTR & ENGA

GEMEN

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COMPLETIONS

AD PERFORMANCE BY DAY OF WEEK Completion Rate SUPER PRE-ROLL ENGAGEMENTS PRE-ROLL CTR

13%

14% 15%

17% 15%

14% 12%

0%

2%

4%

6%

8%

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16%

18%


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Tune-‐In by Day of Week Unique Reach: Q2 2012

SIGNAL DEEP DIVE: DAY OF WEEK

Day of week: Sunday resulted in a higher propensity for viewers to interact with video ads prior to consuming their content, while weekdays resulted in the strongest completion rates. However, Day of Week ranked 10th and 11th in terms of its relative impact on brand metrics, completions and actions. This means other signals played a larger factor in performance results.

Trending Categories Highest spikes in unique reach from April – June 2012

Hobbies Careers Shopping Science

Spirituality & Religion

Interests Education Travel

77% 75%

77% 78%

68% 73%

68% 72%

82%

66%

79% 80% 79%

68%

78% 71%

63% 56%

52%

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

1.80%

2.00%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

ACTION RAT

E

COMPLETION RAT

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PERFORMANCE BY CONTENT CATEGORY

Completion Rate Action Rate (Engagement & Click)

SIGNAL DEEP DIVE: CONTENT CATEGORY

Content Category ranked second in terms of its relative impact on ad completion and viewer action rates. Hobbies & Interest content drove stronger completion rates while Travel content saw the highest abandonment during ad placement.

Both Hobbies & Interests and Travel videos were trending categories in Q2.

1.5%

3.1%

1.4% 1.7%

2.7%

4.3%

2.3% 2.5%

1.6% 1.6% 2.0%

1.5%

1.1% 1.1%

2.5% 2.1%

2.5%

1.0%

1.4%

0.90%

1.64%

0.99% 1.31% 1.35% 1.21%

1.01%

1.45%

0.96% 0.77%

1.24% 1.22% 0.89% 0.95%

1.15% 1.31% 1.02% 0.69%

0.93%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%

5.0%

CTR & ENGA

GEMEN

T RA

TE

PERFORMANCE BY CONTENT CATEGORY CLICKS VS. ENGAGEMENT SUPER PREROLL ENGAGEMENT PREROLL CTR

SIGNAL DEEP DIVE: CONTENT CATEGORY (cont.)

Content Category and Ad Type The impact of content on clicks and engagements varied based on ad format. Interactive pre-roll (Super Pre-Roll ads) showed high swings in engagement behavior based on the content it was played in front of. Family & Parenting content drove the highest engagement rates while Tech/Computing and Pet content performed below average. Click-out (CTR) behavior across basic pre-roll ads saw less variation across content categories. Auto and Health/Fitness content resulted in slightly above average CTR performance.

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

1.80%

64.00%

65.00%

66.00%

67.00%

68.00%

69.00%

70.00%

71.00%

72.00%

73.00%

74.00%

75.00%

1:00 AM

2:00 AM

3:00 AM

4:00 AM

5:00 AM

6:00 AM

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

10:00 PM

11:00 PM

12:00 AM

ACTION RAT

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COMPLETION RAT

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PERFORMANCE BY TIME OF DAY Actions vs. Completions

CompleCon Rate PRE-‐ROLL CTR SUPER PRE-‐ROLL ENGAGEMENT

SIGNAL: TIME OF DAY

Time of Day Across different day parts both engagement and completion rates for online video ads were relatively stable. Completion rates spiked during primetime hours and engagement rate saw a slight uptick in the morning hours.

12 PM to

5 PM

Top Online Viewing Hours

Highest Unique Reach of video ads

54%

71% 68% 70% 69% 76%

90% 89%

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

1.8%

2.0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0-‐30 seconds

30-‐60 seconds

1-‐3 minutes

3-‐5 minutes

5-‐15 minutes

15-‐30 minutes

30-‐60 minutes

60+ minutes

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Completion Rate PRE-ROLL CTR SUPER PRE-ROLL ENGAGEMENT

SIGNAL: CONTENT LENGTH

Content Length & Player Size Both signals had a significant impact on ad action and ad completion. Completion rates were in the 90% range for both Long-Form content and XL Players. After accounting for XL players and content above 30 minutes, there was less variation in performance across other content lengths and player sizes (with the exception of 0-30 second content which saw a significant drop in completion rate performance).

74% 73% 67%

73%

93%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

X-SMALL SMALL MEDIUM LARGE X-LARGE

CLI

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THE IMPACT OF CONTENT LENGTH AND PLAYER SIZE ON AD PERFORMANCE

Short Form Content & Large and Small Players 33% (large players) 31% (small players)

17

OUTLIERS: PLAYER SIZE & CONTENT LENGTH

Outliers: Although long form content and XL players are more likely to drive ad acceptance or high completion rates, there were several outliers. On a popular entertainment group of sites, short form content and small players were equally powerful at driving ad performance.

Celebrity and Gossip destination

Afternoon Television: Full Episodes, Highlights and Clips

Entertainment TV: Full Episodes

Average Content Length

5 – 15 min

Average Player Size

Large

Average Completion, 30: Spots

90%


15 – 30 min

Average Player Size

L to XL

Average Completion, :30 Spots

94%


30 sec - 5 min

Average Player Size

M to L

Average Completion, :30 Spots

93%

Publisher Spotlight: Entertainment Across a popular entertainment publisher that operates multiple properties, viewability was consistently in the top percentile, averaging above 90%. And, despite varying content lengths and player sizes, completion rates consistently performed above average showing the demand and value placed on the content by consumers.

Publishers who increase

player size should see a

jump in stickiness and less abandonment due to ads

(assuming viewability!)

Key takeaway If a consumer values the content, they will accept ads into their experience. But any publisher can increase their player size for a boost in performance!

18

OUTLIERS CONTINUED

NEED MORE PROOF? Take a look at the 16 publishers below covering a wide range of content. There is almost no difference in completion rate performance across :15 and :30 second ads. If the viewer values the content enough, they accept the ads into their viewing experience.

Publisher :15 :30 Delta Sports Publisher 92.26% 93.21% -0.95%

Entertainment Publisher 36.59% 37.27% -0.68%

Entertainment News Publisher 92.42% 93.10% -0.68%

Music Publisher 84.86% 85.34% -0.48%

Sports Clips 86.17% 86.55% -0.38%

Entertainment Publisher 72.18% 72.55% -0.37%

Television Publisher 92.83% 93.20% -0.36%

General Video Publisher 93.71% 93.80% -0.09%

Television Publisher 94.80% 94.89% -0.08%

General Video Publisher 89.68% 89.65% 0.03%

DIY Video Publisher 62.56% 62.45% 0.12%

Local News Publisher 82.66% 82.49% 0.17%

Gaming Publisher 94.95% 94.76% 0.20%

Television Publisher 97.35% 96.91% 0.44%

Video Aggregator 85.60% 85.08% 0.52%

Gaming Publisher 95.67% 94.87% 0.79%


CLIENT CASE STUDY

CLIENT CASE STUDY

CPG Advertiser: Repurposed :30 sec TV Spot Targeting W 18-49

0.61% x-small

9.2% small

44.8% medium

41.1% large

4.2% x-large

89% In-View

9% Partially Visible

1% Not Visible

Completed 71.2%

75% 6%

50% 6%

25% 7%

<25 10%

PLAYER POSITION DISTRIBUTION (relative to browser position)

PLAYER SIZE DISTRIBUTION

AD QUARTILE DISTRIBUTION

UNIQUE REACH

Total Audience 9.8 Million On Target W18-49 4.2 Million

QUALITY AWARENESS Total Audience 5.4 Million On Target W18-49 2.2 Million

BRAND HEALTH Total Audience 4.12% Lift Target W18-49 4.20%

ACTION RATE (Clicks)

Total Audience 1.11% CTR Target W18-49 0.8%

The campaign reached 9.8 million unique viewers with a 43% composition against the target. However, composition against W18-49 within high awareness environments was 20% of overall delivery. The target audience was less likely to interact/click on the :30 spot versus the campaign average. However, they did slightly over-indexing for brand lift (purchase intent).

Movies Long form Video

Mac OS X

Primetime Gaming Properties

XL Players

W18-34

Wednesday West Coast

Weekends

Long form content

Pet Content

Early Morning

Business Content 4-6x Frequency

Brand

Actions

Completions Metrics Performance

Click

100% of Ad Viewed

CLIENT CASE STUDY: TOP SEGMENTS

Careers Business Content

Sports

Afternoon

women

Health/Fitness 1x Frequency

Large Players 5-15min content

Exposure against women of all ages and 5-15 minute content resulted in higher interaction rates with the :30 CPG spot, while women 18-34 and 30+ minute content maximized completion rates. For brand lift, the weekends and higher frequencies were optimal in enhancing the effectiveness of the campaign.


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