YuMe Online Video Analysis C R E AT I V E B E S T P R A C T I C E S A N D M E D I A T A C T I C S F O R O N L I N E V I D E O

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Methodology and Data

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What factors help online videos success in-market?

• 6,700+ AdIndex online branding campaigns

• 9.7 million survey respondents

• 200,000+ creative executions

• World’s largest digital advertising effectiveness

database

MarketNorms®

2.9*

7.3*

3.8*

2.3* 1.3*

2.2*

4.4*

2.3* 1.7* 1.3*

Aided Brand Awareness

Online Ad Awareness

Message Association

Brand Favorability Purchase Intent

Per

cen

t Im

pac

ted

In-Stream vs. In-Banner In-Stream

In-Banner

In-stream video formats are typically more effective than in-banner formats

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*Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; In-Stream Videos N= 47 campaigns, n= 60,842 respondents; In0Banner N= 447 campaigns, n= 478,655 respondents; Percent Impacted = Exposed - Control

2.9*

7.3*

3.8*

2.3*

1.3*

2.5*

5.3*

3.1*

1.4* 1.3* 1.9*

3.7*

2.1* 1.2* 0.9*

Aided Brand Awareness

Online Ad Awareness

Message Association

Brand Favorability Purchase Intent

Per

cen

t Im

pac

ted

Ad Format In-stream Video

Rich Media (no video)

Flash

In-stream video tends to outperform other media, especially in building awareness and favorability

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2 2012. In-stream Video N = 47, n= 60,842 respondents; Rich Media N = 2,700, n= 3,078,725 respondents; Flash N = 2,720, n= 3,410,360 respondents. Percent Impacted = Exposed - Control

4

2.3*

5.5*

2.8*

1.6* 1.4*

2.7*

5.1* 4.4*

2.1* 1.3*

Aided BrandAwareness

Online AdAwareness

MessageAssociation

Brand Favorability Purchase Intent

Per

cen

t Im

pac

ted

Length

11-20 seconds

21 - 30 seconds

5

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; Video: A/V Length (11-20 seconds) N= 249 campaigns, n= 280,939 respondents; A/V Length (21 - 30 seconds) N= 132 campaigns, n= 147,692 respondents; Percent Impacted = Exposed – Control Completion Rate Source: YuMe, 100% completion rates based on Q3-4 2012 benchmark data.

5

Short-form video ads are typically more memorable, but long-form is better for awareness

84% 74%

Completion Rate

15sec 30sec

6

1.3*

3.0*

1.3*

0.5* 0.8*

1.4*

2.3*

1.0*

0.4 0.7*

Aided BrandAwareness

Online AdAwareness

MessageAssociation

Brand Favorability Purchase Intent

Per

cen

t Im

pac

ted

Interactivity Interactive

Non-Interactive

2.5%

0.6%

Interaction Rate

Interactivity enhances ad breakthrough and message takeaway

*Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Interactive N= 444 campaigns, n= 432,206 respondents; Non-interactive N= 309 campaigns, n= 309,935 respondents; Percent Impacted = Exposed – Control Interaction Rate Source: YuMe Q3-4 2012 benchmark data.

6

0.7*

3.2*

0.1

4.6*

8.2*

-0.2 Aided Brand Awareness Online Ad Awareness Purchase Intent

Per

cen

t Im

pac

ted

Exposure Frequency 1-2 3+

Additional exposures help to build awareness, but do not necessarily build purchase intent

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Repurposed Video Frequency (1-2) N= 84 campaigns, n= 92,673 respondents; Repurposed Video Frequency (3+) N= 39 campaigns, n= 44,367 respondents; Percent Impacted = Exposed – Control

7

1.4*

3.4*

0.9*

2.5*

5.7*

1.2*

Aided Brand Awareness Online Ad Awareness Purchase Intent

Per

cen

t Im

pac

ted

Demo Targeting Out of target (demo)

In-target (demo)

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Full dataset through Q22012. Video In- Demo Target N= 344 campaigns, n= 241,355 respondents; Video Not-in-demo target N = 282 campaigns, n = 309,070 respondents Percent Impacted = Exposed - Control

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Demo targeting helps repurposed video ads deliver towards brand awareness and breakthrough goals

0.9* 0.4 0.6

-1.1* Aided Brand Awareness Purchase Intent

Per

cen

t Im

pac

ted

Branding Logo Presence (100%)

Logo Presence (Partial/0%)

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; Repurposed Videos, Logo Presence (100%) N= 52 campaigns, n= 55,460 respondents; Logo Presence (Partial) N= 37campaigns, n= 45,893 respondents; Percent Impacted = Exposed - Control

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Thorough branding is critical for campaign success

2.4* 2.9*

1.8* 1.8*

1.2* 0.8*

4.0*

1.5*

0.4 0.2

Aided BrandAwareness

Online AdAwareness

MessageAssociation

Brand Favorability Purchase Intent

Per

cen

t Im

pac

ted

Content Source Web Original

Repurposed

Web original video creative tends to perform better on most brand metrics, particularly persuasion

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Overall Web Original N= 218 campaigns, n= 220,681 respondents; Overall Repurposed N= 90 campaigns, n= 102,273 respondents; Percent Impacted = Exposed - Control

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keep

Source: Dynamic Logic Market Norms., Q2 12. Please note that recommendations refer to typical video performance and are not intended as a guarantee of in-market performance.

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Creative strategies for repurposed video ads

Product shots and

similar branded

elements

Human presence,

especially for niche

audiences

Primary messaging

cut 3rd party or competitor

brands that can cause

confusion

Secondary and other

messaging (or move to

interactive elements)

Content that is less

emotional involving,

particularly in the initial

frames

add + Static brand logos or

branding on every frame

+ Copy to complement

voiceover messaging

+ A strong call to action to

take advantage of the

online format

+ Interactivity to promote

audience engagement

Can the performance of repurposed videos be improved?

Original and enhanced versions of a repurposed video ad were copy tested to determine the impact of interactive content

Original Repurposed Video n=100 respondents Interactive Repurposed Video n=100 respondents

Interactive elements were fully functional in the

survey environment and linked to product sites

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Preroll

14

Insync

15

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Adding interactive content can provide an opportunity to increase the brand’s presence

33 37 C

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Branding

Repurposed Video (A)

Interactive Repurposed Video (B)

Digital Video Copy Testing Norm (C)

A/B/C = Significantly higher at the 90% confidence level

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By captivating attention just the presence of interactive elements, may be enough to increase engagement

21

13 9

33 AC

20 C 20AC 18 12 10

Net Call to Action(take any action)

Click on the ad Speak to friends and familyabout the brand

Having seen the ad, how likely would you be to ….

Repurposed Video (A) Interactive Repurposed Video (B) Digital Video Copy Testing Norm (C)

A/B/C = Significantly higher at the 90% confidence level

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Well branded interactivity may even increase the persuasive power of repurposed ads for low consideration items

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11 A 10 A

Much more likely to try brand again

Persuasion

Repurposed Video (A)

Interactive Repurposed Video (B)

Digital Video Copy Testing Norm (C)

A/B/C = Significantly higher at the 90% confidence level

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By making it the center of attention, visual enhancements could potentially improve a repurposed video’s communication ability

YuMe’s InSynch solution can expand a repurposed ad’s content beyond the video borders

and utilize the companion banner as a synchronized second video player

Original Repurposed Videos

4 tested n=100 respondents each

Visually Enhanced Repurposed Videos

4 tested n=100 respondents each

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Visual enhancements have the potential to help ads capture and maintain consumers’ attention

52

63 C 57 C

70 AC

52 49

Stopping Power Active Involvement

Engagement

Repurposed Videos (A)

Visually Enhanced Repurposed Videos (B)

Digital Video Copy Testing Norm (C)

A/B/C = Significantly higher at the 90% confidence level

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Visual enhancements are novel and engaging but run a slight risk of adverse effects if not executed correctly

48 56

50 C

13.0

58 AC 62 AC

54 C

14.0

48

58

41

10

Involving Unique Interesting Irritating

Active Involvement Factors

Repurposed Videos (A) Visually Enhanced Repurposed Videos (B) Digital Video Copy Testing Norm (C)

A/B/C = Significantly higher at the 90% confidence level

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Key Takeaways

Interactivity Drives Brand Lift

• Add strongly branded interactive

elements to a repurposed TV ad

• Including interactive elements

increases brand breakthrough

and awareness

Repurposed Video Opportunities

• Repurposed TV advertising can

sometimes lack stopping power in

online environment, but…

• Steps can be taken to improve

the performance of repurposed

video including adding

interactivity

Strategic Use of :15 and :30

• :15 are more memorable and

achieve higher VCR

• :30 are able to convey more

complex messages and move

lower funnel metrics