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AdoTube_2012 Global Format Index

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Page 1: AdoTube_2012 Global Format Index
Page 2: AdoTube_2012 Global Format Index

2012 Global Format Index

March 2013

2

Page 3: AdoTube_2012 Global Format Index

2012 Key Takeaways

Interactive pre-rolls drive the highest CTRs across all markets.

AdoTube exceeds industry CTR and Engagement Rate benchmarks across all markets.

Including a dismiss button can reduce page abandonment by as much as 8%.

11% of users elect to dismiss full-stream units, compared to 55%-85% for YouTube TrueView ads.

Re-Engagement of an interactive pre-roll after dismissal is 1.1%.

Increase in standard pre-roll attributed to global adaption of in-stream advertisements. Similar to

what US experienced when the market first started testing video formats.

Audiences ranging from 18-54 are more engaged with in-stream ads .

Canada has showed strong growth for in-stream video. Running 2X as many campaigns in Q4 2012

as the previous quarter and over 5X as many as in Q1.

Across all global markets Q4 proved be the most active for video.

3

Page 4: AdoTube_2012 Global Format Index

Full-Stream units account for 82% of ads in 2012

*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers

4

2011 2012

Since their introduction, Interactive Pre-Rolls have grown in popularity, helping brands

effectively deliver on KPIs like engagement rate, brand awareness, video completion and

more due to their:

Full-Stream placement, which creates a high impact

Customization and interactive features, which increases engagement and allows brands to deliver their

message throughout the whole ad experience

Ability to dismiss, which provides a better user experience and more qualified viewthroughs

Percentage of Total Impressions

2010

10%

21%

39%

30%

5%

13%

46%

36%

11%

20%

50%

19%

4

Page 5: AdoTube_2012 Global Format Index

Interactive Pre-Rolls drive the highest CTRs

across all markets

5*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers,**Branded Overlay data not

available for Canada

*** CTR does not include clicking to dismiss

Average CTR per ad unit per quarter (global)

More mature markets like US, UK, Canada, and Australia see lower CTRs

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

Australia/NZ Canada India Middle East Russia/Ukraine Southeast Asia United Kingdom United States

Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll Overall

3.69% 1.69% 4.02% 4.72% 6.59% 5.99% 3.67% 1.98%

Overall

Page 6: AdoTube_2012 Global Format Index

2012 CTR is strong at 2.6%,

compared to the overall average of 2.0%

6*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers

**CTR does not include clicking to dismiss

Average CTR per ad unit per quarter (global)

Historical Average

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

Q1'2010 Q2'2010 Q3'2010 Q4'2010 Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012 Q2'2012 Q3'2012 Q4'2012

Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll

0.94% 1.01%

1.43%1.66%

1.86%

2.25%2.06%

2.25% 2.34%

2.66% 2.59%2.74%

Quarterly Average

Page 7: AdoTube_2012 Global Format Index

AdoTube exceeds industry CTR benchmarks

across all markets

7

*AdoTube Benchmarks Based on 2012 Data for Interactive Pre-Rolls and Standard Pre-Rolls

**Industry Benchmarks Source: DoubleClick for Advertisers, a cross section of countries with statistically significant rich

media metrics, January 2010 - December 2010. Data not available for India, Russia/Ukraine, or Middle East.

*** CTR does not include clicking to dismiss

0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00%

United States

United Kingdom

SE Asia

Canada

Australia/NZ

AdoTube Benchmark Doubleclick Benchmark

14%

64%

130%

86%

7%

Page 8: AdoTube_2012 Global Format Index

Historical Average

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

Q1'2010 Q2'2010 Q3'2010 Q4'2010 Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012 Q2'2012 Q3'2012 Q4'2012

Interactive Overlay Interactive Pre-Roll

1.30%

1.55%

2.03% 1.95%

2.34%

1.91%

2.20%

1.88%

2.51%

3.09%

2.46%

2.77%

Quarterly Average

Interactive Pre-Rolls continue to drive high engagement

in 2012 at an average rate of 3.75%

8*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers

**Engagement Rate does not include clicking to dismiss

Average engagement rate per ad unit per quarter (global)

Page 9: AdoTube_2012 Global Format Index

Fueled by the Interactive Pre-Roll’s increasing popularity, the

overall engagement rate grew by 80% between 2011 and 2012

9

Average engagement rate per ad unit per year (global)

*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers

**Engagement Rate does not include clicking to dismiss

0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00%

2012

2011

2010

2.96%

1.7%

1.25%

3.8%

2.6%

2.8%

0.90%

1.5%

1.1%

Interactive Overlay Interactive Pre-Roll Quarterly Average

Page 10: AdoTube_2012 Global Format Index

Interactive Pre-Rolls show strong engagement

rates across all markets

10

Average engagement rate per ad unit per market (2012)

*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers

**Engagement Rate does not include clicking to dismiss

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

Australia/NZ Canada India Middle East Russia/Ukraine Southeast Asia United Kingdom

United States

Interactive Overlay Interactive Pre-Roll Overall

4.4% 1.8% 5.3% 5.6% 8.2% 7.7 4.8% 2.5%

Overall

Page 11: AdoTube_2012 Global Format Index

Video completion rates stabilize during 2012

Standard Pre-Roll leads with an average video completion rate of 64%,

with the Interactive Pre-Roll average close behind at 55% during 2012.

11*Interactive Pre-Rolls include Polite Pre-Rolls and Ad Selectors

Average video completion rate per ad unit per quarter (global)

41%

43%

40%

46%

51% 51%

59%

63%

65%

63%64%

65%

37%

34%

36%

38%

44%45% 45%

53% 53%54%

55%56%

30%

35%

40%

45%

50%

55%

60%

65%

70%

Q1'2010 Q2'2010 Q3'2010 Q4'2010 Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012 Q2'2012 Q3'2012 Q4'2012

Standard Pre-Roll Interactive Pre-Roll

When comparing engagement and click

through rates AdoTube consistently

outperforms those same competitors by

between

5X to 20X

AdoTube has seen industry

benchmarks skewed by

competitors using In-Banner, In-

Game, in-page pop-up, and Auto-

play video syndication to achieve

higher video completion rates.

Page 12: AdoTube_2012 Global Format Index

Standard Pre-Rolls drive highest video completion

rates in all markets

12*Interactive Pre-Rolls include Polite Pre-Rolls and Ad Selectors

2012 average video completion rate per ad unit per market

0%

10%

20%

30%

40%

50%

60%

70%

Australia/NZ Canada India Middle East Russia/Ukraine Southeast Asia United Kingdom

United States

Standard Pre-Roll Interactive Pre-Roll Overall

55%61% 50% 49% 58% 55% 60% 63%

Overall

Page 13: AdoTube_2012 Global Format Index

Ad Unit CTRVideo Completion

Rate

Dismiss

Rate

Abandonment

Rate

Standard Pre-Roll 2.8% 64% n/a 33.2%

Interactive Pre-Roll 3.2% 55% 11% 30.8%

69.2% of users actively engage with Interactive Pre-Rolls

By clicking through, watching the whole video, or dismissing the units

13

Including a dismiss button can reduce page abandonment by as much as 8%.

Dismissing an interactive pre-roll doesn’t end the brand experience – two leave-behind snipers remain in the lower

one-third of the stream that continue to distribute the brand message and allow the user to re-open the ad or click

through to the brand’s site.

*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers

**Data across all markets for 2012 only

***CTR does not include clicking to dismiss

Page 14: AdoTube_2012 Global Format Index

11% of users elect to dismiss full-stream units, compared

to 55%-85% for YouTube TrueView ads

*TrueView stats from 2012 Google internal data,**AdoTube data across all markets for 2012 only,***CTR does not

include clicking to dismiss

Ad Unit CTRVideo Completion

Rate

Dismiss

Rate

Re-Engage

Rate

Polite Pre-Roll® 3.2% 57% 10% 0.2%

Ad Selector 2.9% 53% 12% 0.3%

Polite Pre-Roll® with

Full-Screen Expansion2.9% 52% 8% 3.1%

In-Stream Takeover 3.3% n/a 12% 0.7%

Full-Stream Average 3.2% 55% 11% 1.1%

Interactive Overlay 0.8% n/a 26% 0.6%

Branded Overlay 0.4% n/a 12% 0.2%

Overlay Average 0.6% n/a 19% 0.4%

Dismiss rates for AdoTube full-stream units range from 8%-12%, with an average of 1.1% of users opting to

re-engage with the unit via the leave-behind reminder

AdoTube’s Polite Pre-Roll® with full-screen expansion sees the lowest close rate at 8% and the highest re-

engagement rate at 3.1%

14

Page 15: AdoTube_2012 Global Format Index

Performance varies for :15 and :30 units

15

30 second videos seem to be favored by advertisers

Representing 55% of standard Pre-Roll impressions and 64% of Interactive Pre-Roll impressions (58%

overall).

Different video lengths help achieve different goals:

Video Completion:15 second videos have 20% higher video completion rates than 30 second videos, on

average

Traffic Driving: 30 second videos have 19% higher average CTRs than 15 second videos

Engagement: 30 second videos have 24% higher average engagement rates than 15 videos

Ad Unit CTR Engagement Rate Video Completion Rate

Standard Pre-Roll (:15) 2.5% n/a 69%

Interactive Pre-Roll (:15) 2.7% 3.4% 60%

Average (:15) 2.6% 3.4% 67%

Standard Pre-Roll (:30) 3.0% n/a 59%

Interactive Pre-Roll (:30) 3.4% 4.2% 52%

Average (:30) 3.1% 4.2% 56%

*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers

**Data across all markets for 2012 only

*** CTR and engagement rate do not include clicking to dismiss

Page 16: AdoTube_2012 Global Format Index

Introducing Full-Screen Expansion

16

AdoTube continues to innovate in the in-stream space, with the introduction of full-screen functionality. It can be paired

with virtually any interactive unit and is ideal for the following goals:

Branding: high impact placement helps drive awareness

Engagement: expanded state simulates a microsite environment where various interactive features can be

included, like photo galleries, games, and multiple videos

Long-form Content Distribution: up to 4 minutes of video can be housed in the full-screen state

Click Screenshots for Live Examples

Video in Video In-Stream TakeoverPolite Pre-Roll

Page 17: AdoTube_2012 Global Format Index

CPG is the top vertical in 2012

17*Data across all markets for 2012 only

Top 10 Verticals

(% of Total Campaigns)

Food Services

Electronics

B2B

Travel

Mobile

Finance/Insurance

Retail

Entertainment

Auto

CPG

3.7%

4.0%

4.2%

4.6%

4.9%

6.9%

11.1%

12.3%

14.5%

19.2%

Mobile

B2B

Travel

Finance/Insurance

Entertainment

Communications

Electronics

Auto

Retail

CPG

2.4%

3.6%

4.6%

5.6%

8.4%

9.7%

10.7%

11.5%

11.5%

21.7%

Top 10 Verticals

(% of Total Impressions)

Page 18: AdoTube_2012 Global Format Index

When are advertisers using in-stream video?

18

CPG and auto have a large presence year-round, while mobile and travel focus on Q2 and Q3, respectively

Q1 and Q4 are important times for retail

*Data across all markets for 2012 only

Q1 Q2 Q3 Q4

1 Entertainment CPG CPG CPG

2 Auto Auto Auto Auto

3 Retail Entertainment Entertainment Retail

4 CPG Retail Travel Entertainment

5 Finance/Insurance Mobile Finance/Insurance Finance/Insurance

Top 5 verticals per quarter in number of campaigns

Page 19: AdoTube_2012 Global Format Index

Audience snapshot: top verticals by gender

*Data across all markets for 2012 only, **CTR and engagement rate do not include clicking to dismiss

Web services & products: 52% higher

CTR and 24% higher video completion

rate, compared to females

Gaming: 52% higher CTR and 35%

higher engagement rate, compared to

females

Sports: 56% higher engagement rate

than females

Electronics: 17% higher video

completion rate than females

Males

CPG: 28% higher CTR than males

Fashion: 19% higher CTR and 7%

higher engagement rate, compared to

males

Communications: 5% higher

engagement rate than males

Retail: 11% higher video completion

rate than males

Males Females

19

Page 20: AdoTube_2012 Global Format Index

Audience snapshot:

Males lead in CTR, VTR, and engagement rates

The male and female demos performed

comparably in terms of overlay CTR and

engagement rate and overall video

completion rate.

Males appeared more responsive than

females in regards to full-stream units, with

an a 17% higher average CTR and 8%

higher average engagement rate.

Males Females

Overlay

CTR 0.63% 0.58%

Engagement Rate 0.93% 0.85%

Full-Stream

CTR 3.29% 2.82%

Engagement Rate 3.87% 3.58%

Video Completion Rate 62% 60%

Overall

CTR 2.81% 2.39%

Engagement Rate 3.11% 2.87%

Video Completion Rate 62% 60%

*Full-Stream includes Standard Pre-Roll, Polite Pre-Roll®, Ad Selector, and In-Stream Takeover.

**Data across all markets for 2012 only, ***CTR and engagement rate do not include clicking to dismiss 20

Page 21: AdoTube_2012 Global Format Index

Audience snapshot:

Younger demos are more engaged

The 18-34 and 35-54 demos drove similar

CTRs, engagement rates, and video

completion rates. Compared to the 55+

demo, the younger demos delivered:

17% higher average CTR

17% higher average engagement rate

8% higher video completion rate

A18-34 A35-54 A55+

Overlay

CTR 0.65% 0.63% 0.54%

Engagement Rate 0.94% 0.92% 0.81%

Full-Stream

CTR 3.25% 3.14% 2.73%

Engagement Rate 3.95% 3.88% 3.34%

Video Completion Rate 61% 62% 57%

Overall

CTR 2.78% 2.69% 2.34%

Engagement Rate 3.14% 3.08% 2.66%

Video Completion Rate 61% 62% 57%

*Full-Stream includes Standard Pre-Roll, Polite Pre-Roll®, Ad Selector, and In-Stream Takeover.

**Data across all markets for 2012 only, ***CTR and engagement rate do not include clicking to dismiss21

Page 22: AdoTube_2012 Global Format Index

A18-34

Audience Snapshot: top verticals by age group

CPG: CTR is 38% higher than for A35-54 and 34% higher than for A55+

Real Estate: 83% higher CTR than A55+ demo

Electronics: Engagement rate exceeds the A35-54 and A55+ demos by 37% and 43%, respectively

Mobile: 6% higher video completion rate than A35-54 and 7% higher video completion rate than A55+

A35-54

Food Services: 62% higher CTR than A55+ demo and 35% higher engagement rate than A18-34

demo

Sports: Video completion rate 68% higher than A55+ demo

Pharma:18% greater video completion rate than A18-34 demo

A55+Government: CTR is 12% higher than for the younger demos

Communications: 25% higher engagement rate than A18-34 demo and

Alcohol: Video completion rate is 4% higher than for younger demos

*Data across all markets for 2012 only

**CTR and engagement rate do not include clicking to dismiss22

Page 23: AdoTube_2012 Global Format Index

International Market

Regional snapshots

23

Page 24: AdoTube_2012 Global Format Index

CTR: 2012 marketplace benchmarks

24

MarketBranded

Overlay

Interactive

Overlay

Standard

Pre-Roll

Polite

Pre-Roll®

Ad

Selector

In-Stream

Takeover

PPR with Full-

Screen ExpansionOverall

Australia 0.18% 0.46% 3.35% 3.72% 6.61% 3.53% 3.95% 3.69%

Canada n/a 0.39% 2.02% 2.45% 9.02% 2.33% 2.75% 1.69%

India 0.81% 0.99% 4.01% 4.78% n/a 4.66% n/a 4.02%

Middle East 0.17% 0.82% 3.27% 6.36% 5.33% 4.42% 4.82% 4.72%

Russia/Ukraine 1.17% 0.97% 6.31% 7.19% n/a 7.75% n/a 6.59%

Southeast Asia 0.88% 1.19% 5.87% 6.48% 9.33% 9.62% 9.45% 5.99%

United Kingdom 1.17% 0.41% 3.36% 4.21% 3.94% 5.70% 2.95% 3.67%

United States 0.28% 0.81% 2.15% 2.55% 1.90% 2.81% 2.10% 1.98%

Overall Total 0.32% 0.75% 2.84% 3.21% 2.82% 3.25% 2.86% 2.59%

*Data across all markets for 2012 only, **CTR does not include clicking to dismiss

Page 25: AdoTube_2012 Global Format Index

Engagement rate: 2012 marketplace benchmarks

25

MarketInteractive

Overlay

Polite

Pre-Roll®

Ad

Selector

In-Stream

Takeover

PPR with Full-

Screen

Expansion

Overall

Australia 1.21% 4.42% 6.64% 3.89% 4.23% 4.37%

Canada 0.61% 3.00% 10.02% 2.63% 3.16% 1.76%

India 1.42% 5.64% n/a 5.15% n/a 5.30%

Middle East 1.30% 7.51% 7.04% 4.92% 4.82% 5.59%

Russia/Ukraine 1.57% 8.58% n/a 8.62% n/a 8.22%

Southeast Asia 1.82% 7.64% 9.34% 10.59% 9.45% 7.68%

United Kingdom 0.60% 5.01% 3.95% 6.63% 4.92% 4.82%

United States 0.92% 3.06% 3.44% 3.10% 2.47% 2.47%

Overall Total 0.90% 3.75% 4.09% 3.59% 3.35% 2.96%

*Data across all markets for 2012 only,**Engagement rate does not include clicking to dismiss

Page 26: AdoTube_2012 Global Format Index

Video completion rate: 2012 marketplace benchmarks

26

Market Standard Pre-Roll Polite Pre-Roll® Ad SelectorPPR with Full-

Screen ExpansionOverall

Australia 64% 61% 50% 53% 61%

Canada 68% 57% 32% 36% 55%

India 52% 44% n/a n/a 50%

Middle East 51% 50% 26% 43% 49%

Russia/Ukraine 64% 49% n/a n/a 58%

Southeast Asia 58% 44% 42% 40% 55%

United Kingdom 63% 61% 50% 53% 60%

United States 66% 59% 55% 52% 63%

Overall Total 64% 57% 53% 52% 61%

Page 27: AdoTube_2012 Global Format Index

Market snapshot: Australia & New Zealand

27

0.3% 0.8%

33.1%

65.8%

Branded Overlay Interactive Overlay

Standard Pre-Roll Interactive Pre-Roll

These markets favor

full-stream units, with

interactive and

standard pre-rolls

representing 98.1% of

impressions served.

Interactive pre-rolls

account for 65.8% of

impressions.

Creative Unit Distribution Top Verticals

Quarterly Analysis Benchmarks

CTR ER VCR

Branded Overlay 0.18% n/a n/a

Interactive Overlay 0.46% 1.21% n/a

Standard Pre-Roll 3.35% n/a 64%

Polite Pre-Roll® 3.72% 4.42% 61%

Ad Selector 6.61% 6.64% 50%

In-Stream Takeover 3.53% 3.89% n/a

PPR with Full-Screen Expansion 3.95% 4.23% 53%

Overall 3.69% 4.37% 61%

2.96%

3.43% 3.45%

3.91%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

Q1 Q2 Q3 Q4

CTR per Quarter CTRs have grown

quarter over

quarter, with Q4’s

32% higher than

Q1’s.

Q2 and Q4 were the

biggest months in

terms of ad

spend, with 26% of

2012 dollars spent in

Q2 and 55% spent in

Q4.*ER = Engagement Rate, VCR = Video Completion Rate

**CTR and Engagement Rate do not include clicking to dismiss

By total impressions

CPG

Auto

Retail

By total campaigns

Entertainment

Auto

Retail

Page 28: AdoTube_2012 Global Format Index

Market snapshot: Canada

28

Canada favors full-stream and

interactive units:

Interactive and Standard

Pre-Rolls represent 62% of

impressions served.

Interactive Overlay and

Interactive Pre-Rolls

account for 65.2% of total

impressions.

No Branded Overlays were

served during 2012.

Creative Unit Distribution Top Verticals

Quarterly Analysis Benchmarks

CTR ER VCR

Branded Overlay n/a n/a n/a

Interactive Overlay 0.39% 0.61% n/a

Standard Pre-Roll 2.02% n/a 68%

Polite Pre-Roll® 2.45% 3.00% 57%

Ad Selector 9.02% 10.02% 32%

In-Stream Takeover 2.33% 2.63% n/a

PPR with Full-Screen Expansion 2.75% 3.16% 36%

Overall 1.69% 1.76% 55%

Total campaigns have

grown quarter over

quarter, with Q4 running

2X as many campaigns

as the previous quarter

and over 5X as many

as in Q1.

*ER = Engagement Rate, VCR = Video Completion Rate

**CTR and Engagement Rate do not include clicking to dismiss

9%

20%24%

48%

0%

10%

20%

30%

40%

50%

60%

Q1 Q2 Q3 Q4

2012 Campaigns Per Quarter

38.0%

34.8%

27.2%

Branded Overlay Interactive Overlay

Standard Pre-Roll Interactive Pre-Roll

By total impressions

Auto

CPG

Food Services

By total campaigns

Auto

CPG

Alcohol

Page 29: AdoTube_2012 Global Format Index

Market snapshot: India

29

India favors full-stream

units, with 93.7% of

impressions allocated

towards Standard and

Interactive Pre-Rolls

Creative Unit Distribution Top Verticals

Quarterly Analysis Benchmarks

CTR ER VCR

Branded Overlay 0.81% n/a n/a

Interactive Overlay 0.99% 1.42% n/a

Standard Pre-Roll 4.01% n/a 52%

Polite Pre-Roll® 4.78% 5.64% 44%

Ad Selector n/a n/a n/a

In-Stream Takeover 4.66% 5.15% n/a

PPR with Full-Screen Expansion n/a n/a n/a

Overall 4.02% 5.30% 50%

44% of 2012 ad spend

was allocated to Q4,

almost 15X more than

the previous quarter.

*ER = Engagement Rate, VCR = Video Completion Rate

**CTR and Engagement Rate do not include clicking to dismiss

0%

10%

20%

30%

40%

50%

Q1 Q2 Q3 Q4

% of 2012 Spend Per Quarter

4.4% 1.9%

66.6%

27.1%

Branded Overlay Interactive Overlay

Standard Pre-Roll Interactive Pre-Roll

By total impressions

CPG

Auto

Retail

By total campaigns

CPG

Auto, Electronics, Ent

ertainment, Mobile

(tied)

Page 30: AdoTube_2012 Global Format Index

Market snapshot: Middle East

30

The Middle East prefers

interactive units with

88.9% of impressions

going towards Interactive

Overlays and Interactive

Pre-Rolls

Interactive Pre-Rolls

accounted for 73.8% of

impressions.

Creative Unit Distribution Top Verticals

Quarterly Analysis Benchmarks

CTR ER VCR

Branded Overlay 0.17% n/a n/a

Interactive Overlay 0.82% 1.30% n/a

Standard Pre-Roll 3.27% n/a 51%

Polite Pre-Roll® 6.36% 7.51% 50%

Ad Selector 5.33% 7.04% 26%

In-Stream Takeover 4.42% 4.92% n/a

PPR with Full-Screen Expansion 4.82% 4.82% 43%

Overall 4.72% 5.59% 49%

59% of 2012 ad

spend was allocated

to Q4, almost 3X

more than the

previous quarter.

*ER = Engagement Rate, VCR = Video Completion Rate

**CTR and Engagement Rate do not include clicking to dismiss

0%

10%

20%

30%

40%

50%

60%

70%

Q1 Q2 Q3 Q4

% of 2012 Spend Per Quarter

1.3%

15.1%

9.8%

73.8%

Branded Overlay Interactive Overlay

Standard Pre-Roll Interactive Pre-Roll

By total impressions

Auto

Real Estate

CPG

By total campaigns

Finance / Insurance

Auto

CPG, Real

Estate, Travel, (tie)

Page 31: AdoTube_2012 Global Format Index

Market snapshot: Russia/Ukraine

31

Russia & Ukraine

advertisers favor full-

stream units, with

Interactive and Standard

Pre-Roll representing

96.8% of impressions.

Creative Unit Distribution Top Verticals

Quarterly Analysis Benchmarks

CTR ER VCR

Branded Overlay 1.17% n/a n/a

Interactive Overlay 0.97% 1.57% n/a

Standard Pre-Roll 6.31% n/a 64%

Polite Pre-Roll® 7.19% 8.58% 49%

Ad Selector n/a n/a n/a

In-Stream Takeover 7.75% 8.62% n/a

PPR with Full-Screen Expansion n/a n/a n/a

Overall 6.59% 8.22% 58%

59% of 2012 ad spend

was allocated to Q4,

almost 3X more than

the previous quarter.

*ER = Engagement Rate, VCR = Video Completion Rate

**CTR and Engagement Rate do not include clicking to dismiss

0%

10%

20%

30%

40%

50%

Q1 Q2 Q3 Q4

% of 2012 Spend Per Quarter

1.1% 2.1%

59.4%

37.4%

Branded Overlay Interactive Overlay

Standard Pre-Roll Interactive Pre-Roll

By total impressions

Auto

Mobile

Retail

By total campaigns

Auto

Mobile

CPG

Page 32: AdoTube_2012 Global Format Index

Market snapshot: Southeast Asia

32

Full-stream units are

favored, with

Interactive &

Standard Pre-Rolls

representing 98.8%

of impressions.

Creative Unit Distribution Top Verticals

Quarterly Analysis Benchmarks

CTR ER VCR

Branded Overlay 0.88% n/a n/a

Interactive Overlay 1.19% 1.82% n/a

Standard Pre-Roll 5.87% n/a 58%

Polite Pre-Roll® 6.48% 7.64% 44%

Ad Selector 9.33% 9.34% 42%

In-Stream Takeover 9.62% 10.59% n/a

PPR with Full-Screen Expansion 9.45% 9.45% 40%

Overall 5.99% 7.68% 55%

55% of 2012

campaigns occurred

in Q4, 3X that of the

previous quarter.

*ER = Engagement Rate, VCR = Video Completion Rate

**CTR and Engagement Rate do not include clicking to dismiss

0.4% 0.7%

63.6%

35.2%

Branded Overlay Interactive Overlay

Standard Pre-Roll Interactive Pre-Roll

0%

10%

20%

30%

40%

50%

60%

Q1 Q2 Q3 Q4

% of 2012 Campaigns Per Quarter

By total impressions

CPG

Entertainment

Travel

By total campaigns

CPG

Entertainment

Auto

Page 33: AdoTube_2012 Global Format Index

Market snapshot: United Kingdom

33

Full-stream units are

favored, with

Interactive &

Standard Pre-Rolls

representing 97.6%

of impressions.

Interactive Pre-Rolls

accounted for 72.3%

of impressions.

Creative Unit Distribution Top Verticals

Quarterly Analysis Benchmarks

CTR ER VCR

Branded Overlay 1.17% n/a n/a

Interactive Overlay 0.41% 0.60% n/a

Standard Pre-Roll 3.36% n/a 63%

Polite Pre-Roll® 4.21% 5.01% 61%

Ad Selector 3.94% 3.95% 50%

In-Stream Takeover 5.70% 6.63% n/a

PPR with Full-Screen Expansion 2.95% 4.92% 53%

Overall 3.67% 4.82% 60%

67% of 2012 ad

spend was allocated

to Q4, more than 5X

higher than the

previous quarter.

*ER = Engagement Rate, VCR = Video Completion Rate

**CTR and Engagement Rate do not include clicking to dismiss

1.4% 1.0%

25.3%

72.3%

Branded Overlay Interactive Overlay

Standard Pre-Roll Interactive Pre-Roll

0%

10%

20%

30%

40%

50%

60%

70%

80%

Q1 Q2 Q3 Q4

% of 2012 Spend Per Quarter

By total impressions

Mobile

Finance/Insurance

Food Services

By total campaigns

Food Services

Finance/Insurance

Retail

Page 34: AdoTube_2012 Global Format Index

Market snapshot: United States

34

Full-stream units are

favored with Interactive

and Standard Pre-Rolls

account for 80% of

impressions.

Creative Unit Distribution Top Verticals

Quarterly Analysis Benchmarks

CTR ER VCR

Branded Overlay 0.28% n/a n/a

Interactive Overlay 0.81% 0.92% n/a

Standard Pre-Roll 2.15% n/a 66%

Polite Pre-Roll® 2.55% 3.06% 59%

Ad Selector 1.90% 3.44% 55%

In-Stream Takeover 2.81% 3.10% n/a

PPR with Full-Screen Expansion 2.10% 2.47% 52%

Overall 1.98% 2.47% 63%

2012 CTR peaked

in Q4 at 2.17%.

*ER = Engagement Rate, VCR = Video Completion Rate

**CTR and Engagement Rate do not include clicking to dismiss

6.0%

14.5%

44.5%

35.0%

Branded Overlay Interactive Overlay

Standard Pre-Roll Interactive Pre-Roll

2.07%1.84%

1.51%

2.17%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

Q1 Q2 Q3 Q4

CTR Per Quarter

By total impressions

CPG

Electronics

Retail

By total campaigns

CPG

Retail

Entertainment

Page 35: AdoTube_2012 Global Format Index

Appendix

35

Page 36: AdoTube_2012 Global Format Index

About the AdoTube In-Stream Ad Format Index

This format index provides an overview of the effectiveness of our many different in-stream video ad formats . It

includes data across over 9,500 campaigns and more than 13.5 billion impressions from Q1’2010 through Q4’2012.

Process:

We collected and analyzed data from a sample of over 13.5 Billion impressions deemed to be statistically

relevant, taking advertising verticals, video content and targeting technique into account. This was then split into four

distinct categories:

• Branded Overlay

• Interactive Overlay

• Standard Pre-Roll

• Polite Pre-Roll®

• Interactive Pre-Roll

Additionally, we broke these results out over 17 verticals to analyze performance on an industry by industry basis.

The following data points are based on results derived from the AdoTube Network only and do not represent the in-

stream ad space as whole.

3636© 2013 AdoTube, Inc. – All Rights Reserved

Page 37: AdoTube_2012 Global Format Index

Glossary

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 multiple interactive elements such as social

networking/sharing, store locator, a game, a video, etc.

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 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

Close Rate: The percentage of people who close the Ad-Unit

Re-Engagement Rate: The percentage of people who closed an Ad-Unit only to later, Re-Engage with the unit.

Navigated Away/Abandonment Rate: This is the approximate number of viewers who did not engage with the ad

nor view it till its completion.

3737© 2013 AdoTube, Inc. – All Rights Reserved