AdoTube's Format Index - Q4 2010

8/7/2019 AdoTube's Format Index - Q4 2010

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AdoTube serves ads on thousands of publishers sites, serving 65MM to 90MMin-video adimpressions per week.

This format index provides an overview of the effectiveness of our many different in-streamvideo ad formats over 2009, Q1 2010, Q2 2010, Q3 2010, and Q4 2010.

Procedure:

We collected and analyzed data from a sample of over 3.5 Billion impressions deemed to be

statistically relevant, taking advertising verticals, video content, and type of targeting intoaccount. This was then split into four distinct categories:

Branded Overlay Interactive Overlay Standard Pre-Roll Polite Pre-RollAdditionally, we broke these results out over 17 different verticals to analyze performance onan industry by industry basis.

The following numbers are based on results derived from AdoTubes Network only and do notrepresent the in-video ad space as whole.

22007-11AdoTube,Inc.AllRightsReserved


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! Interactive Ads Accounted for 50% of Ads Served in Q4: As the overall pie grew, InteractiveOverlays and Polite Pre-Rolls benefitted the most, combining to account for 50% of ads served inQ4, while Pre-Roll fell to 30%.

! In-Video Brand Engagement Rates Over 7X Display Benchmarks: In-Video EngagementRates remain solid at around 21%, over 7 times higher than leading rich media displaybenchmarks.*

! The rich media banner-like Overlays CTRs dwarf display counterparts: Interactive CTRsare 8 times higher than rich media display benchmarks.*

! Nearly 50% of Polite Pre-Rolls served are 30+ seconds, delivering a more detailedmessage. Standard Pre-Rolls are still dominated primarily by 15 second spots.

! Despite longer ads, the Polite Pre-Roll view-thru rate continues to rise, and iscomparable to the Standard Pre-Roll.

! 2010 Video Audience Broadens; Courts CPG, Fashion, Travel and Finance Advertisers: In2010 the audience for Online Video broadened immensely, and with the audience came a concertedpush from new advertisers.

32007-11AdoTube,Inc.AllRightsReserved*Source:DoubleClickforAdver4sers,U.S.Adver4sers,DoubleClick

RichMediaformats(videoonly),JanuaryDecember2009


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From 2009-2010, the number ofads served grew 191% to 3.5 billion ads total. Thenumber ofcampaigns served in 2010 grew 281%. This growth was propelled by bothreturning advertisers, as well as a large influx of new advertisers. Advertisers leveragedAdoTubes engaging formats, along with targeting and optimization tools to lower theoverall number of ads needed to be served per campaign by targeting.

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500

1000

1500

2000

2500

3000

3500

4000

2008 2009 2010

AdsServed(inMillions)



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As the overall pie grew, Pre-Rolls lost their dominance falling in Q4 to 30% of adsserved. In their wake, newer Interactive Formats have grown explosively, and nowaccount for 50% of ads served. The most surprising story to come out of Q4 is the

bounce back of the Branded Overlays, which rose back up to a healthy 20% of adsserved.

5

PolitePre-

Roll

23%

InteracGve

Overlay

25%Branded

Overlay

7%

Pre-Roll

45%

Q32010

PolitePre-

Roll

11%InteracGve

Overlay

12%

Branded

Overlay

12%

Pre-Roll

66%

Q12010

PolitePre-

Roll

24%

InteracGve

Overlay26%BrandedOverlay

20%

Pre-Roll

30%

Q42010

PolitePre-

Roll

17%

InteracGve

Overlay

15%

Branded

Overlay

4%

Pre-Roll

64%

Q22010



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CTR Growth slowed a little in Q4. Growth attributed to continued growth of high-impact interactive formats.

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0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

1.80%

2009 Q12010 Q22010 Q32010 Q42010

AverageCTR



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While interactive formats continue to grow in prominence, engagement rates havetended to stay steady at a phenomenal 21.6%. Even as they have saturated inventory,1 in 5 viewers still seem ready to engage. By simply being in the video stream,

engagement rates are 7 times higher than similar rich media display benchmarks.

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0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

2009 Q12010 Q22010 Q32010 Q42010

AverageEngagementRate

RichMediaDisplayvs.In-Video

RichMedia(Video)*-2009 In-Video

*Source:DoubleClickforAdverGsers,U.S.AdverGsers,JanuaryDecember20092007-11AdoTube,Inc.AllRightsReserved


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0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

2009 Q12010 Q22010 Q32010 Q42010

CTR

RichMediaDisplayvs.Brandedvs.InteracHveOverlay

RichMedia(Video)*-2009 Branded InteracGve

*Source:DoubleClickforAdverGsers,U.S.AdverGsers,JanuaryDecember20092007-11AdoTube,Inc.AllRightsReserved


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15Sec.

60%

30Sec.

35%

>30Sec.

5%

Pre-RollLengths

15Sec.52%30Sec.40%

>30Sec.

8%

PolitePre-RollLengths

InQ4,48%ofthePolitePre-Rollsservedwere30secondsorlonger.ThisisopposedtoStandardPre-Rolls,where15secondspotsfilled60%ofPre-Rollsserved.

LengthhasbeenknowntogreatlyeffectView-ThruRatesandabandonmentrates.But,the

PolitePre-Roll,bygivingviewerstheabilitytoviewtheadanyGmeduringthevideoorto

optoutcompletely,allowsadverGserstodelivertheirfullmessagetothosewhowishto

receiveit,withoutpublisherssacrificingviewershiptohigherabandonmentrates.



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POLITEPRE-ROLL

Quarter View-ThruRate(25%) View-ThruRate(100%) AdRetenHonRate

2009 N/A N/A N/A

Q12010 48.64% 37.24% 76.56%

Q22010 47.60% 34.10% 71.64%

Q32010 48.93% 35.77% 73.10%

Q42010 53.57% 37.68% 70.34%

Average2010 49.69% 36.20% 72.91%

STANDARDPRE-ROLL

Quarter View-ThruRate(25%) View-ThruRate(100%) AdRetenHonRate

2009 59.03% 43.77% 74.15%

Q12010 57.57% 41.43% 71.96%

Q22010 58.48% 42.65% 72.93%

Q32010 56.33% 39.98% 70.97%

Q42010 59.66% 46.11% 77.29%

Average2010 58.21% 42.79% 73.46%

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0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

2009 Q12010 Q22010 Q32010 Q42010

CTR

StandardPre-Roll PolitePre-Roll

Q4sPolitePre-RollCTRfell,butbeerinlinewithexpectaGons,justbelow3%.StandardPre-RollconGnuedtodecline.

View-ThruRatesroseasviewersshowedaconGnuedacceptanceofthePre-Rollformat.Most

interesGngly,thePolitePre-RollView-ThruRateshaveconGnuedtorisedespitethefactthat

thelengthofthePolitePre-RollisgenerallylongerthanStandardPre-Rolls.



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Q4 saw the start of a big shift and a broadened base of verticals investing in Online VideoAdvertising. CPG made a huge push along with new entrants such as Travel, Fashion, & Finance.Even though Entertainment and Electronics verticals ran more campaigns in 2010 than 2009, theiroverall percentage fell dramatically year/year due to the addition of newer verticals.

This highlights how Online video itself has broadened its audience base beyond young male techiesto a burgeoning ecosystem of viewers with advertisers eagerly following.

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

WebServices&

Products

Fashion

Auto

Travel

Mobile

Electronics

CommunicaGons

Retail

Entertainment

CP

%ofCampaignsbyVerHcal

2010 2009



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About AdoTubeAdoTube is a complete in-stream/in-video solution that enables each part of the industry (agencies, advertisersand publishers) to have easy and efficient access to in-stream ads. AdoTubes platform includes the Adotube AdNetwork, Publisher Management Tool (PUMA), In-Stream Ad Exchange (AdEx), Network Partner Console for thirdparty networks media brokers ,and Creative Services. AdoTubes complete platform helps each part of the industryto deliver high-quality, in-stream advertising solutions through a quick, easy and cost efficient platform. AdoTube isheadquartered in New York, with offices in California 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 player

Branded Overlay: An in-video advertisement that runs on top of the video content (bottom 1/3 of the screen)while the video 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 adreminds the viewer 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

Engagement Rates: The percentage of people who interact with an ad that has interactive capabilities, such as,playing a game, initiating an in-ad video, social engagement (i.e. Facebook), store locator, or data entry

Questions, Feedback, and Media Inquiries:

Ephraim Cohen [email protected]


AdoTube's Format Index - Q4 2010

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