Augustine Fou- 1 -

Dr. Augustine Fouhttp://linkd.in/augustinefou

May 2014

Viewability of

Video Ads

Augustine Fou- 2 -

56% non-viewable

44% viewable

2013 Full Year Report

Augustine Fou- 3 -

Video ads are only 44% viewable (on

average) and only 37% viewable on ad

networks and exchanges.

Video Ad Viewability

Source: Vindico, 2013 Year in Review

Augustine Fou- 4 -

100 million impressions

- 56%not viewable

Source: Vindico Year-in-Review 2013

44 million impressions

- 11%bot-generated ad views

Source: TubeMogul 2014, Vindico

39 million impressions

- 23%ad-blocked by user

Source: PageFair, August 2013

30 million impressions

$8-12 CPM

productive 3.3x higher effective cost

Video Ad Productivity

Augustine Fou- 5 -

Digital Video Ad Spend

Source: eMarketer, May 2013Digital video ad

spend continues to

rise rapidly as more

TV ad dollars shift to

digital.

Because video CPMs

are so much more

lucrative, it is more

lucrative for bad

guys too.

Augustine Fou- 6 -

Dr. Augustine Fou – Digital Consigliere

“Over the course of 2013 we saw the

dramatic rise in the number of display and

video ads; however, along with this increase

was a dramatic rise in ad fraud, from fake

impressions or ads that are not viewable.”

FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)

MCKINSEY CONSULTANT

CLIENT SIDE / AGENCY SIDE EXPERIENCE

PROFESSOR AND COLUMNIST

ENTREPRENEUR / SMALL BUSINESS OWNER

PHD MATERIALS SCIENCE (MIT '95) AT AGE 23

@acfou

ClickZ Articles: http://bit.ly/augustine-fou-clickz

Slideshares: http://bit.ly/augustine-fou-slideshares

LinkedIn: http://linkd.in/augustinefou

Augustine Fou- 7 -

Related Articleshttp://www.slideshare.net/augustinefou/percent-of-digital-budgets-allocated-to-video-ads-

augustine-fou-2014

http://www.slideshare.net/augustinefou/productive-display-ads-video-ads-by-augustine-

fou-2014

http://www.slideshare.net/augustinefou/shifting-ad-dollars-from-tv-to-digital-video-2014-

by-augustine-fou

http://www.slideshare.net/augustinefou/viewability-of-display-ads-vs-video-ads-2014-by-

augustine-fou

http://www.slideshare.net/augustinefou/video-ad-fraud-101-by-augustine-fou-technical-

forensics

http://www.slideshare.net/augustinefou/video-ad-load-vs-tv-ad-load-augustine-fou-2014

http://www.slideshare.net/augustinefou/tv-plus-online-video-ads-increase-recall-and-roi-

augustine-fou-2014

Augustine Fou- 7 -

Augustine Fou- 8 -

APPENDIX

Augustine Fou- 9 -

A new study [download page] from

VideoHub indicates that during the first

quarter, average viewability for online

video ads in the US was 83%, although

rates varied widely among properties,

from 43% on the low end to 94% on the

high end. Broadcast TV sites fared best

(89% on average) among property

categories, with networks and

exchanges (73%) bringing up the rear.

Video Ad Viewability

Source: VideoHub August 2013 via MarketingCharts

Q1 2013

Augustine Fou- 10 -

Video Ad Viewability

Source: Tremor Video