GET REAL - Video Advertising Bureau

2015
GET REAL
VIDEO ADVERTISING
1
DEAR
ADVERTISER:
This condensed report exists for a simple reason – you asked for it.
Early in 2015, agencies and advertisers were reacting to an early version of this report
on the rapidly evolving video advertising environment. We took an unflinching look at
the combination of Multi-Screen TV and Adtech Video and you advertisers consistently
told us two things:
• First – that the report’s data was useful because of how simply it “cut though”
the growing deluge of ad video stats, surveys & claims from a myriad of
sources; our report uses only 2015 trading currency - Nielsen and comScore in
combination.
• Second – you wanted us to “get the word out” – to increase the pace of
deploying this report’s insights. Advertisers asked us to both make the flow
of fewer charts as intuitive as possible and to produce this report in as many
forms as possible.
You hold the result in your hands, “Get Real…” speaks to thinking through the balance of
Multi-Screen TV and Adtech Video from the perspectives of scale, brands/content and
viewability. We hope we have struck the right balance of macro insights and detailed
proof points to get the 2015 ad video conversation further heated up.
As always, we want your: questions, feedback, “what ifs”, challenges and requests for
more and different “looks” at the data… it’s what we do.
Sean Cunningham,
CAB President & CEO
2
3
THE MARKETER’S MIX OF VIDEO
ADVERTISING CHANNEL S CONTINUES
TO E VOLVE
Atop the Sheer Number of Options,
DIFFERENT FORMS of Video Ad Vehicles are
Being Actively Mixed, Tested & Analyzed…
4
5
Two DIFFERENT FORMS of video ad options
work perfectly in combination:
MULTI-SCREEN T V BR ANDS | Content-Driven Audience Assembly with Targeting and Critical Mass
6
AD TECH BR ANDS | Data-Driven Precision Targeting with Alogrithmic Audience Aggregation
7
THE MISTAKE is a mindset or strategy
that looks to use Ad Tech Video Brands as a
surrogate, substitute or replacement
for Multi-Screen TV Brands…
MULTI-SCREEN T V BR ANDS | Content-Driven Audience Assembly with Targeting and Critical Mass
8
Ad Tech Video Works Best as a TARGETED
EXTENSION of the Multi-Screen TV Plan
AD TECH BR ANDS | Data-Driven Precision Targeting with Alogrithmic Audience Aggregation
9
SCALE
We explore the relative scale-ability of Multi-Screen TV and
AdTech Video options with the needs of “top 500” in mind, as well
as local marketers.
Scale is critical for the 2015 advertisers that need to mobilize
thousands-to-millions of customers into a frequent purchase cycle
along a national business footprint or with geographic precision.
Scale is also supply-in-quality: it’s the ability to find the
genuine bonding agents of content commitment that sends
customers swarming across screens for just-in-time activation. Ad
Video scale is also about promises kept to the advertiser’s channel
partners on everything from retail floor traffic to productive traffic
into the on-line sales queues.
11
THE AVER AGE US CONSUMER SPENDS 181
THOSE 181 HOURS OF AVER AGE
HOURS PER MONTH WITH AD-SUPPORTED
CONSUMER USAGE SPLIT: 80%
T V PLUS THE 4 PORTAL S/FACEBOOK:
AD-SUPPORTED T V & 20% 4 PORTAL S
+ FACEBOOK
181:13 Hrs:Mins
Ad-Supported
Video + 4 Portals /
Facebook
144:18 Hrs:Mins
Total Ad-Supported
TV Brands
11:00
6:47
19:08
4 Portals
(Google, AOL,
Yahoo!, msn)
YouTube
Facebook
144:18
4-Screens of
Activity: TV &
Internet (with
mobile) combined
36:55 Hrs:Mins
Total AdSupported
TV Brands
4 Portals + FB
All Activity: Video,
Search, E-mail,
Mobile, Social, etc.
Monthly Time Spent / January 2015 (Average mins per visitor, Hrs: Mins)
SOURCE: Nielsen Npower Live+7 January 2015 P2+, CAB analysis of com Score duplicated January 2015 data (mediametrix,
multiplatform). Cable Television represents all measured Ad-Supported Cable nets; Cable network websites represents 61 cable
network websites.Broadcast Television represents FOX, CBS, NBC, ABC, iON and CW
12
Monthly Time Spent / January 2015 (Average mins per visitor, Hrs: Mins)
SOURCE: Nielsen Npower Live+7 January 2015 P2+, CAB analysis of comScore duplicated January 2015 data, P2+ (mediametrix,
multiplatform). Cable Television represents all measured Ad-Supported Cable nets; Cable network websites represents 61 cable
network websites. Broadcast Television represents FOX, CBS, NBC, ABC, iON and CW. 4 portals = Google, AOL, MSN, Yahoo!
Total Ad-Supported TV Brands include cable + MVPDs + broadcast: TV + Web + Mobile
13
BROKEN OUT “BY SCREEN”:
AD-SUPPORTED T V CONTENT IS
ONE OF THE CRITICAL DRIVERS OF
MULTI-SCREEN CONSUMPTION
Hrs:Mins
Ad-Supported
TV Brands
4 Portals
Google/YouTube, MSN,
AOL & Yahoo!
Facebook
Monthly Time Spent
Television
Computer
Mobile
Social
144:18
109:33
21:08
13:37
79MM Tweets
17:47
—
15:29
2:18
—
19:08
—
5:47
13:21
—
Average minutes per visitor. SOURCE: Nielsen Npower Live+7 January 2015 P2+, CAB analysis of comScore duplicated January 2015
data, P2+ (mediametrix, multiplatform). Nielsen Social January 2015. Ad-Supported Television Brands represents all measured AdSupported Cable nets, MVPDs and broadcast TV (FOX, CBS, NBC, ABC, iON and CW). 4 portals = Google, AOL, MSN, Yahoo!
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15
DRILLING DOWN TO YOUTUBE…95%
ANALY ZING REACH RE VE AL S SAME
OF VIDEO TIME IS SPENT WITH T V
PAT TERN OF SCALE DIFFERENCES
VS. 5% WITH YOUTUBE
113,053
99:29 Hrs:Mins
P13+
5:03 Hrs:Mins
Ad-Supported
TV Brands
Top 20 TV
Network Avg
(Cable + Broadcast)
YouTube
64,059
Longer-Tail
TV Network Avg
User Generated
Content (UGC)
(21-50 rank)
55:02 Hrs:Mins
P18-24
7:21 Hrs:Mins
Ad-Supported
TV Brands
20,976
YouTube
Top 20 YouTube
Network Avg
User Generated
Content (UGC)
Monthly Video Time Spent (Avg. Mins per visitor, Hrs:Mins)
SOURCE: Nielsen Npower Live+7, Total Day, P13+, 1/1-1/31/15; comScore Video Metrix January 2015, P13+ (desktop only]
16
User Generated
Content (UGC)
Professionally Produced Content
Monthly Reach Average (P13+): TV Cume Reach vs.
YouTube Unique Visitors (000)
SOURCE: Nielsen Npower Live+7, Total Day, P13+, 1/1-1/31/15; comScore Video Metrix January 2015 YouTube Partners Report,
P13+ (desktop only)
17
DRILLING DOWN TO “ONE PROGR AM OR
NET WORK” VS. YOUTUBE
P15+ (Jan. 2015)
A18-24 (Jan. 2015)
P15+ (Jan. 2015)
“Chopped” on
Food Network
Top 10 YouTube
Networks (represents
over 28,000 channels)
“Family Guy” on
Adult Swim
Top 10 YouTube
Networks (represents
over 28,000 channels)
2.79 Million
2.72 Million
709.7 Million
688.2 Million
The Monthly Ad Impressions of One TV Program
Equals The Monthly Views of The Top Ten YouTube Networks Combined
SOURCE: Nielsen Ad*Views, P15+ & A18-24, 1/1-1/31/15; com. Score Video Metrix January 2015 YouTube Partners Report,
P15+ & A18-24, (desktop only)
18
A18-24 (Jan. 2015)
Hallmark Channel
All YouTube
TBS Channel
All YouTube
13.34 Billion
13.36 Billion
2.6 Billion
2.6 Billion
The Monthly Ad Impressions of One TV Network
Equals The Monthly Views of ALL YouTube
SOURCE: Nielsen Ad*Views, P15+ & A18-24, 1/1-1/31/15; comScore Video Metrix January 2015, P15+ & A18-24, (desktop only)
19
19:08
11:00
6:47
4 Portals
(Google, AOL,
Yahoo!, msn)
You tube
Facebook
Monthly Time Spent /
January 2015
(Avg. Mins per visitor, Hrs:Mins)
14 4:18
Total AdSupported
TV Brands
99:29 Hrs:Mins
Monthly Video
Time Spent
(Avg. Mins per visitor, Hrs:Mins)
SCALE
5:03 Hrs:Mins
P13+
Ad-Supported
TV Brands
YouTube
Summary
User Generated
Content (UGC)
55:02 Hrs:Mins
7:21 Hrs:Mins
P18-24
Ad-Supported
TV Brands
YouTube
User Generated
Content (UGC)
113,053
Top 20 TV
Network Avg
Monthly Reach Average
(P13+): TV Cume Reach
vs. YouTube Unique
Visitors (000)
OVERWHELMING SCALE ADVANTAGE IS
64,059
Longer-Tail
TV Network
ONE RE A SON WHY AD TECH VIDEO CAN’T
21—50 Rank Avg
20,976
Top 20 YouTube
Network Avg
Professionally Produced Content
20
User Generated
Content (UGC)
SUBSTITUTE OR REPL ACE MULTI-SCREEN
T V BR ANDS
BRANDS/
CONTENT
In an era of exponentially more “branded” video options, we look
at the content DNA behind both Multi-Screen TV brands/content
and AdTech Video brands/content and the results of their differing
investment priorities.
Of all the report’s charts, the examinations of “The Brand
Illusion” and “Infinite Attention Splitting” have consistently been
among the most requested in the entire report.
23
AD-SUPPORTED T V BR ANDS REFLECT
$45B ANNUAL INVESTMENT IN PREMIUM,
BILLIONS INVESTED IN PROFESSIONALLY
LONG FORM CONTENT BY AD-SUPPORTED
PRODUCED CONTENT VS. PREDOMINANTLY
T V BR ANDS
USER GENER ATED CONTENT
$200M
Content Investment vs. Algorithmic Investment
YouTube
$1.2B
Hulu
$45B
$2.3B
PROFESSIONA LLY
PRODUCE D CON TE N T (PPC)
PR E DOMI NATE LY
USE R- GE NE R ATE D CON TE N T (UGC)
Total Ad-Supported
TV Brands
Netflix
$1.4B
Amazon
Estimated 2015 Content Investment (Original & Acquired)
Total Ad-Supported TV Brands include Cable & Broadcast | SOURCES: TV Brands: SNL Kagan 2015; all other services based on CAB analysis of existing projections
and estimated for U.S content rights only. Amazon: Various analyst reports including RBC Capital Markets; Netflix: SNL Kagan & Netflix financial reports; YouTube:
based on YouTube announcements through their corporate blog postings in 2014; Hulu: estimated based on investment projections announced through Hulu & further
projected by RBC Capital Markets.
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THE BR AND ILLUSION: CONTENT FRONTED
BY A YOUTUBE “BR AND” IS ACTUALLY AN
AGGREGATION OF THOUSANDS OF
(MOSTLY UGC) CHANNEL S
- Tobuscus (6M)
- Bart Baker (4M)
- Stampylonghead (4M)
- TheDiamondMinecart (4M)
- Bad Lip Reading (3M)
- Glozell Green (3M)
- Kassem G (2M)
- CarlieStylez (345k)
- Kandeeland (325k)
- The Mom’s View (316k)
- DaveChaos (293k)
- Animonster (306k)
- MakerMusic (235k)
- Mary Doodles (231k)
- ERB (1M)
- Westfesttv (1M)
- HuskyStarcraft (889k)
- Katilette (667k)
- Gardea23 (624k)
- Polaris (619k)
- ItsMyRayeRaye (595k)
- EpicLloyd (475k)
- HeyKayli (422k)
- The Platform (379k)
- Bobbylee (145k)
- FriendlyPaw (138K)
- Caroonium (100k)
- Maker Gen (100k)
- SanctionedTV (14k)
- David Barbara (5k)
- The Daily Connoisseur (18k)
- Emily Valentine (1K)
- Emily Hughes (436)
Plus 1,000+ More Channels
- TheFineBros (10M)
- fouseyTube (4M)
- Shane (4M)
- megannicolesite (2M)
- TiffanyAlvord (2M)
- our2ndlife (2M)
- Tyler Ward Music (1M)
- WHATTHEBUCKSHOW (1M)
- DavidSoComedy (947k)
- TantrumJas (877k)
- Avbyte (752k)
- Casey Holmes (747k)
- COOP3RDRUMM3R (503k)
- Jefferson Bethke (490k)
- AverageBroTV (487k)
- Chrissy Costanza (395k)
- 5secondfilms (385k)
Plus 5,000+ More Channels
- Rachel Ballinger (357k)
- RAJIV DHALL (356k)
- Matt Stonie (337k)
- FrankieJGrande (312k)
- Brittani (278k)
- Lycia Faith (154k)
- Molo Nation (102k)
- AndrewQuo (80k)
- Siennaspaldingtv (69k)
- Digital Tour Bus (33k)
- Glitterglam95 (25k)
- Erik Shaw (15k)
- Soulection (10k)
- Collegefession (6k)
- Derrion Tolanski (6k)
- FullscreenCommunity (1K)
- RayWilliamJohnson (10M)
- Rooster Teeth (7M)
- machinimarespawn(2M)
- MachinimaRealm (2M)
- Dane Boe (1M)
- Happyhour (1M)
- Nerdist (1M)
- Tiesto (1M)
- deadmau5 (807K)
- Inside Gaming (630k)
- xSGTxSMURFx (590)
- PressHeartToContinue (522k)
- Machinima ETC (412k)
- Samandniko (336k)
- Black Nerd Comedy (321k)
- ThatGuyWhoCamps (314k)
- MachinimaVS (227k)
- MachinimaLatino (180k)
-ItsJustSomeRandomGuy
(176k)
- AndrewQuo (80k)
- RCSuperPowers (70k)
- Team Respawn (66k)
- Ken Burton (48k)
- xCaliGrrlx (11k)
- Danstreet123 (7k)
- Ash Sowesby (6k)
- LenzyDaGreat (5k)
- Radnerdtv (4k)
- JustinIsAProdigy (3k)
- ApoKHD(798)
- ting6345 (733)
- Energizer (354)
- NothingtodowithCats
(111)
Plus 250+
More Channels
- Rooster Teeth (7M)
- Simons’s Cat (3M)
- Dane Boe (1M)
- DotaCinema (1M)
- Element Animation (1M)
- Improv Everywhere (1M)
- VintageBeef (1M)
- xRpMx13 (1M)
- Na’Vi.Dota 2 (914k)
- Jumpinthepack (797k)
- PauseUnpause (641k)
- GuudeBoulderfist (464k)
- TheDevildogGamer (435K)
- OK Go (414k)
- TGN (395k)
- First Person Troller (384k)
- Team Epiphany (342k)
- TheMinecraftHippie (326k)
- OMGitsfirefoxx (294k)
- Sparkles – CSGO&more (286k)
- AgentXPQ (276k)
- BajheeraWoW (235k)
- stonewall008 (187k)
- NukemDukem (169k)
- HaloFollwer(167k)
- Golden GS (134k)
- TCTNGaming (122k)
- The Solar Gamer (86k)
- OneCheesyMofo (81k)
- Cutewithchris (33k)
- EmpowerYourBody (24k)
- Blackdogfilms (1k)
- The DanseSociety (30)
Plus 6,000+
More Channels
Plus 650+
More Channels
(#) = YOUTUBE CHANNEL SUBSCRIBERS
Abbreviated Channel List By Network
26
- RocketJump (7M)
- Epic Meal Time (6M)
- Annoying Orange (4M)
- Cinema Sins (3M)
- CorridorDigital (3M)
- HouseholdHacker (2M)
- Wassabi Productions (2M)
- JustKiddingFilms(1M)
- Lindsey Hughes (980k)
- Node(976k)
- HollywireTV (879k)
- Rob Dyke (758k)
- iSekC (751k)
- Alexa Losey (474k)
- BaratsAndBereta (417k)
- Beatdownboogie (393k)
- Pogo (380k)
- Goldiestarling (371k)
- Andrewmfilms (328k)
- Bart Kwan (302k)
- Inside the Magic (284k)
- Yourharto (283k)
- Gina Morano (263k)
- BloodBlitz (208k)
- The Axis of Awesome (206k)
- RUNAGROUND (179k)
- Jhaller (153k)
- LazyPillow (135k)
- Belated Media (118k)
- TVNweather (112k)
- Lena Danya (101k)
- Alligator Tub (94k)
- Film4 (70)
27
- UltraMusic (2M)
- Colinfurze (709k)
- Unicoos (349k)
- Musical Freedom (252k)
- What’s Trending (151k)
- Ashley Mardell (106k)
- PM Recordings(40k)
- Video Creators (31k)
- Justkissmyfrog (20k)
- SshakeTV (9k)
- Flyotw Film( 8k)
- JimbleJam (7k)
- Alexxparkour (6k)
- Jaguar Skills Videos (6k)
- Matthias Mayer (6k)
- Nikki Yanofsky (6k)
- Funk Stylers TV (5k)
- Flair20TV (4k)
- Mick Woods (4k)
- NextTime onLonny (4k)
- N1Project (3k)
- ILUVLIVE (2k)
- Leoleove (2k)
- OfficiallyEricJoel (1k)
- Sarah Grimstone (1k)
- NFoxMUA (885)
- BairesFamilyMedia (880)
- Tiny Bag Productions (414)
- CHOKOHAYS (397)
- FourFourTwoUK (394)
- fdsmusiclabel(91)
- Empire Divide (77)
- Cristian Jermane (66)
Plus 1,500+
More Channels
INFINITE AT TENTION-SPLIT TING: TOP
AD-SUPPORTED T V ’S PROFESSIONALLY
20 YOUTUBE “NET WORKS” ARE 32,800
PRODUCED CONTENT AT TR ACTS A FULLY
CHANNEL S, MOSTLY UGC
A SSEMBLED, COMMIT TED AUDIENCE
ACROSS SCREENS
The Top
20 Networks
average
over 1,600
channels
Network
Primary Genre
P13+ Unique
Visitors (OOO)
Standalone /
Multichannel?
# of
Channels
VEVO @ YouTube
Music
40,933
Multichannel
500+
Maker Studios @ YouTube
Entertainment
39,789
Multichannel
1,000+
Fullscreen @ YouTube
Video Curation
34,026
Multichannel
5,000+
Machinima @ YouTube
Gaming
32,884
Multichannel
275+
Warner Music @ YouTube
Music
26,012
Multichannel
100+
QuizGroup @ YouTube
Video Curation
24,605
Multichannel
15,000+
BroadbandTV @ YouTube
Video Curation
22,607
Multichannel
6,000+
ZEFR @ YouTube
Video Curation
19,909
Multichannel
150+
Rightster @ YouTube
Entertainment
19,418
Multichannel
800+
any.TV @ YouTube
Entertainment
18,059
Multichannel
50+
Zoomin.TV @ YouTube
Games / News
17,784
Multichannel
50+
The Orchard @ YouTube
Music
17,092
Multichannel
1,000+
SOURCE: comScore Video
Metrix January 2015 YouTube
Partners Report (desktop
only); excluding networks
Collective @ YouTube
Entertainment
17,098
Multichannel
690+
Jukin Media @ YouTube
Video Curation
13,921
Multichannel
30+
SonyBMG @ YouTube
Music
13,567
Multichannel
50+
with TV-related content like
NBC Entertainment
Defy Media @ YouTube
Video Curation
13,479
Multichannel
25+
UMG @ YouTube
Music
11,892
Multichannel
500+
Base79 @ YouTube
Sports
10,933
Multichannel
1,500+
FremantleMedia @ YouTube
Entertainment
10,731
Multichannel
135+
Movieclips @ YouTube
Movies
9,576
Multichannel
25+
28
- Habitual, Daily
Consumption for Hours
- Fully Assembled,
Committed Audiences
- Pursuing Brands/
Programs Across Screens
PROFESSIONA LLY
PRODUCE D CON TE N T (PPC)
- Predictable, Ad-Integrated
& At Scale
29
THIS CONTENT DRIVES ADSUPPORTED T V SITES TO THE TOP
OF THE INTERNET R ANKS :
ON MOBILE, T V BR ANDS R ANK AMONG
TOP DOWNLOADED APPS
Top 5 Website Properties by Genre
Sports
Comedy
TV Ent. Black
General News
Top 5 Downloaded iPAD Apps by Genre
Music
Gaming
Music
FOX News
VEVO
Watch ESPN
Pandora
HBO Go
BBC News
MTV Networks
Midas Player
ScoreCenter
for iPad
Viki
Xfinity TV Go
Flipboard: Social
News Magazine
SoundCloud.com
Myspace.com
GSN
Bleacher Report
Team Stream
Ellen
Max Go
NBC News
Myspace.com
Bandsintown
Amplified
PCH Digital
NBA Gametime
2014-2015
TBS Presents:
The Big Bang Theory
Starz Play
Wall Street Journal
Bandsintown
Amplified
ABC News
VEVO
EA Websites
NBC Sports Network
Comedy Central
Tribune broadcasting
CNN
MTV Networks
Zynga
FOXSports.com
theCHIVE.com
AOL On –
Huff Post TV
NBC News
SoundCloud.com
NFL.com
Adult Swim
BET
CBS News
Bleacher Report
TheOnion.com
A+E Networks
USA Today
Food
News
Shazaam
NBCU TV
TV Entertainment
TV Entertainment
Comedy Central
College Humor/
Cracked
Weather
FROM OVER
1,000,000
APPS:
Comedy
NBC Sports Live
Extra
ESPN
Home
Sports
Kids
TV Networks
Weather
Finance
Business
Kids
Wayfair
The Weather
Channel
NBCU TV
Food Network
Disney
Entertainment
The CW
The Weather
Channel
Wall Street Journal
CNBC
Nickelodeon
Hearst
Accuweather.com
Tribune
Broadcasting
BlogHer Food
Totally Kidz
Watch ESPN
Weather Bug
Bloomberg TV+
BBC News
Watch Disney
Channel
HOUZZ.com
Yahoo! Weather
AOL On –
Huff Post TV
AllRecipes.com
COOLMATHGAMES.com
History
Yahoo! Weather
CNBC
Wall Street Journal
TBN Mobile
HGTV
Weatherbug.com
ABC Digital
MyRecipes.com
Nickelodeon
Kids & Teens
Lifetime
Accuweather
CNN Money
Bloomberg TV+
Nick JR.
Home & Garden
MSN Weather
TV Guide
Mode Foodie
PBSKIDS.org
Showtime Anytime
Weather+
Yahoo Finance
New York Times
Yo Gabba Gabba
Source: CAB analysis of multi-platform comScore data, January 2015
30
SOURCE: Apple app store 1/15/15; Most popular iPAD apps by category search term (excluding gaming apps)
31
BRANDS/
CONTENT
Summary
$45 BILLION ANNUAL INVESTMENT IN
CONTENT IS ANOTHER RE A SON WHY
AD TECH VIDEO CAN’T SUBSTITUTE OR
REPL ACE MULTI-SCREEN T V BR ANDS
VIEWABILITY
How should video advertisers frame questions about bots, fraud,
viewabilty standards and other complex supply-chain issues that
pervade the AdTech Video supply chain?
We’ve had consistently good reaction to the few stats/facts
we’ve packaged into a dispassionate look at the remedial work the
ad industry is focused on in Internet Video accountability.
35
THE NEED FOR INDUSTRY OVERSIGHT…
THE NEED FOR INDUSTRY OVERSIGHT,
STANDARDS CRE ATION & QUALIT Y
MONITORING MARK THE CURRENT
PHA SE OF THE INTERNET’S E VOLUTION
A S AN AD MEDIUM
Non-Human Impressions &
Views are a Big Issue
THE BOT
BASELINE:
FRAUD IN
DIGITAL
ADVERTISING
Overall Study of Bot Percentages
23%
11%
Video Bots
Display Bots
White Ops, Inc. |
Association of
National Advertisers
63%
Up to
Average
Bot Traffic in Video Ad
Campaigns by Participant
December 2014 Report Reveals a Pervasive, Complex Internet Video Problem
Source: The Bot Baseline: Fraud in Digital Advertising - White Ops, Inc.; Association of National Advertisers – December 2014
36
37
THE NEED FOR STANDARDS CRE ATION…
MRC/IAB
Viewability
Standards
- DISPLAY ADS: 50% of pixels
in view for 1 seconds
- VIDEO ADS: 50% of pixels in
view for 2 seconds
….Has Produced a Lot
of INDUSTRY DEBATE
- No Audio Requirements
…Rejected by Agency
Trade Association
38
39
THE NEED FOR QUALIT Y MONITORING…
IN THIS TIME OF DIGITAL ME A SUREMENT
CONCERNS/ISSUES ONE VIDEO ENTIT Y
STILL DELIVERS
- The top brand risk categories for
display impressions were Adult Content
and Violence.
- Professionally Produced
Content
- Viewability for display impressions ranged
from 36.7% to 53.4% while 30% of video
impressions were viewable.
- 100% Viewing Potential
-While 76.7% of video ads were played to
completion, only 20% were actually in view
to the users.
- Fully Assembled, Committed
Audience
-Fraud levels of display impressions for
Networks and Exchanges are more than four
times higher than direct publishers.
- Highest Quality Digital
Assets
Big Range of Varying Performance on Viewability, etc. - Still Issues Going Into 2015
40
A D -SUPPORTE D
TE LEV ISION BR A NDS
- World Class Advertising
Environment
41
SCALE
CONTENT / BRAND
VIEWABILITY
AD TECH VIDEO WORKS BEST A S A
TARGETED E X TENSION OF THE MULTISCREEN T V PL AN
BUT IS NOT A SURROGATE,
SUBSTITUTE OR REPL ACEMENT FOR
MULTI-SCREEN T V VIDEO
QUESTIONS?
SE AN CUNNINGHAM
212.508.1223 | [email protected]
Contact: