adotube dec 20190 webinar final
TRANSCRIPT
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! How We Define In-Video Rich Media Ads! How In-Video Rich Media Ads have grown in use and effectiveness! How In-Video ads compare to Display benchmarks! How are skippable pre-rolls performing?! Overall Brand Impact for In-Video Advertising
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! NOTJust:BannerAdsIn-VideoorStandardPre-Rolls! NOT:BannerAdswithaVideoComponent! In-VideoRichMediaAdscreateEngagingExperiencesand
Interac0vitywithinthevideostream! Video(BeyondPre-Rolls)! Gaming! ExpandablewithlimitlesspotenQal! DataCapture! Opt-inandOpt-outPoints
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! Standard:BrandedOverlayandPre-Rolls
! RichMedia:InteracQveOverlay,PolitePre-Roll,andmore
*TheseAdFormatssQllformasmallpartofAdoTubesnetworkandarenotdeemedstaQsQcallysignificant,yet.
**
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Adoption: Interactive Formats accounted for 48% of ads served in Q3
Why? Because Consumers like them and they work.
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PolitePre-
Roll
17%
InteracQve
Overlay
15%
Branded
Overlay
4%
Pre-Roll
64%
Q221
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PolitePre-
Roll
23%
InteracQveOverlay
25%
Branded
Overlay
7%
Pre-Roll
45%
Q321
PolitePre-
Roll
11%
InteracQve
Overlay
12%
Branded
Overlay
12%
Pre-Roll
66%
Q121
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0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
2009 12010 22010 32010
In-Videovs.DisplayCTR
RichMedia(Video)*-2009 In-Video
*Source:DoubleClickforAdverQsers,U.S.AdverQsers,JanuaryDecember2009
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0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
2009 12010 22010 32010
In-Videovs.DisplayEngagementRate
RichMedia(Video)*-2009 In-Video
*Source:DoubleClickforAdverQsers,U.S.AdverQsers,JanuaryDecember2009
DoubleClickEngagementratesincludeclosesforexpandingformats
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0.00%
0.20%
0.40%
0.60%0.80%
1.00%
1.20%
2009 12010 22010 32010
CTR-Brandedvs.Interac0veOverlay
RichMedia(Video)*-2009 Branded InteracQve
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*Source:DoubleClickforAdverQsers,U.S.AdverQsers,JanuaryDecember2009
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Isolated A/B Testing on over 30 million servings
! 3% More viewers choseto watch through the Polite Pre-Roll over theStandard Pre-Roll with a retention rate of 80.1%
! 133% higher CTR for the Polite Pre-Roll. (3.76% vs. 1.61%)! A 36% lower video abandonment rate
Results:
!Viewers are actually more likely to watch the entire ad & click-through! The Polite Pre-roll captures viewers who are interested in the ad
! Lower abandonment rates increase video consumption for publishers
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AdFormat View-ThruRate(25%) View-ThruRate(1%) AdReten0onRate
PolitePre-Roll 46.3% 37.1% 8.1%
StandardPre-Roll 54.5% 36.0% 66.1%
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POLITEPRE-ROLL
Quarter View-ThruRate(25%) View-ThruRate(1%) AdReten0onRate
2009 N/A N/A N/A
12010 48.64% 37.24% 76.56%
22010 47.60% 34.10% 71.64%
32010 48.93% 35.77% 73.10%
Average 48.39% 35.7% 73.77%
STANDARDPRE-ROLL
Quarter View-ThruRate(25%) View-ThruRate(1%) AdReten0onRate
2009 59.03% 43.77% 74.15%
12010 57.57% 41.43% 71.96%
22010 58.48% 42.65% 72.93%
32010 56.33% 39.98% 70.97%
Average 57.85% 41.96% 72.5%
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0.00%
1.00%
2.00%
3.00%
4.00%5.00%
2009 12010 22010 32010
CTR
StandardPre-Roll PolitePre-Roll
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! Awareness! Increases of between 35% & 44%! Favorability
! Increases of between 14% & 40%! Recognition! Increases of between 19.7% & 58.9%!
Purchase Intent! Increases of 18.3% and 37.8%
*Basedonover20campaigns
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Key Takeaways1) The In-Video Ad Market is opening up due to various formats such as our overlays and
high-impact in-stream units
2) In-Video vs. Display Users are much more engaged with content, therefore the videoscreen is an ideal place to deliver an advertisers message. In-Video ads deliver a
message where a viewers attention is, thus these ads are much more effective
3) Polite Pre-Rolls (skippable) Work Even when given the choice to skip, consumerswill stillwatch & engage with our Polite Pre-Rolls. In addition, these ads can help lowerthe abandonment rate for Publishers resulting in consumers watching more video.
4) In-Video ads generate strong increases in awareness, favorability, recognition, andpurchase intent for brands.
Questions?
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About AdoTubeAdoTube is a complete in-stream/in-video solution that enables each part of the industry (agencies, advertisers andpublishers) to have easy and efficient access to in-stream ads. AdoTubes platform includes the Adotube Ad Network,Publisher Management Tool (PUMA), In-Stream Ad Exchange (AdEx), Network Partner Console for third party networks mediabrokers ,and Creative Services. AdoTubes complete platform helps each part of the industry to deliver high-quality, in-streamadvertising solutions through a quick, easy and cost efficient platform. AdoTube is headquartered in New York, with offices inCalifornia and Europe. To learn more about AdoTube, become a partner, or see their solutions for agencies, advertisers,publishers and ad networks, visit www.adotube.com.
Definitions
In-stream video ad:A video ad that is played or viewed from a video playerBranded Overlay:An in-video advertisement that runs on top of the video content (bottom 1/3 of the screen) while thevideo is playing. Clicks-through to a web-site, pausing the video
Interactive Overlay: Similar to a Branded Overlay with interactive elements such as a game or a video
Standard Pre-Roll:An in-stream video ad that plays before video playback
Polite Pre-Roll:A dismissible and retractable in-stream video ad. When dismissed during video an overlay ad reminds theviewer to watch the ad
Click-Through Rate(CTR): The percentage of viewers who clicked through an ad to the target link
View-Through Rate: The percentage of viewers who watched through a part or all of a video ad
Retention Rate: The percentage of viewers who watched through the entire video ad vs the first 25% of the video ad
Engagement Rates: The percentage of people who interact with an ad that has interactive capabilities, such as, playing agame, initiating an in-ad video, social engagement (i.e. Facebook), store locator, or data entry *does not include closingof the ad.
Questions, Feedback, and Media Inquiries:Ephraim Cohen [email protected]
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