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PERFORMANCE REPLAY REPORT: Q2 2012
FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012
257 Advertisers
684 Video Placements
4+ Billion Content Streams
543 Gross Ratings delivered
Over 1.8 Billion Video Ads
4+ Million Clicks & Engagements
VIDEO CONTENT VIDEO ADS BRAND ADVERTISERS
DESTINATIONS VIDEO AD REACH VIEWER REACTION
20% Advanced Pre-Roll 80% Basic Pre-Roll
CREATIVE
62% :30 Second TV Spots
AD LENGTH
ANALYSIS April-June
2012
Powering billions of streams, VideoHub is a powerhouse of knowledge. The technology continually monitors 14+ signals across video ads and video content, delivering unmatched transparency and insight into the video ecosystem.
INTRODUCTION
13% 14% 15%
17% 15%
14% 12%
0% 2% 4% 6% 8%
10% 12% 14% 16% 18%
SUN MON TUE WED THU FRI SAT
Reach Co
mpo
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n
As the 2012 Fall TV season begins and “TV everywhere” advertising tactics evolve, there are many highlights to note from the spring television season. Top tune-in week — 4/30 - 5/5 The first week of May (start of season finales) attracted the highest online ratings with ~2.5 million additional daily viewers compared to the average.
Summer break — June saw 11% drop-off Viewership in the spring was highest in April with a slight dip in overall ratings during May and a significant drop in June ( -11% in unique reach).
Most popular day of week – Wednesday Online reach was highest on Wednesday and lowest on the weekends. As the summer approached, viewership by day of week became flatter. Mobile — Consistent activity Compared to online, mobile tune-in by day of week was more consistent across weekdays and the weekend
ONLINE TUNE-IN BY DAY OF WEEK: Q2
MOBILE TUNE-IN BY DAY OF WEEK: Q2
TOP TUNE-IN DAYS: Q2
15% 14% 15% 14% 14% 14% 14%
-‐2%
3%
8%
13%
18%
SUN MON TUE WED THU FRI SAT
Reach Co
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n
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0
4/1 4/8 4/15 4/22 4/29 5/6 5/13 5/20 5/27 6/3 6/10 6/17 6/24
Dai
ly U
niqu
e (M
illio
ns)
Highest Viewership in first week in May as season finales on TV kicked-off
Wednesday saw the highest tune-in. This was more significant in April & May with June showing flatter daily results.
VIEWING TRENDS
Daypart: In Q2, online viewing was highest from noon to 5PM while mobile viewing was strongest from 6PM to Midnight. It was during primetime, however, that online viewers were more accepting of ads in their viewing experience as ad completion rates were strongest (less content abandonment during video ad placement). Mobile completion rates were strongest in the late afternoon.
0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00%
CO
MPO
SITI
ON
UN
IQU
E R
EAC
H
Online
Mobile
0%
2%
4%
6%
8%
10%
12%
14%
16%
64% 65% 66% 67% 68% 69% 70% 71% 72% 73% 74% 75%
MO
BIL
E C
OM
PLET
ION
RAT
E %
ON
LIN
E C
OM
PLET
ION
RAT
E %
Online
Mobile
COMPLETION RATE BY DAY PART: MOBILE VS ONLINE
ONLINE AD COMPLETION RATE 72%
12 PM to
5 PM
UNIQUE REACH COMPOSITION BY DAYPART: MOBILE VS ONLINE
Top Online Viewing Hours
Viewers more accepting of
ONLINE video ads
versus Mobile video ads
MOBILE AD COMPLETION RATE 11% (all VideoHub mobile ads give Consumers the option to skip)
VIEWING TRENDS
NOTE: Mobile ads gave viewers the option to “Skip to Content” resulting in much lower overall completion rates.
Top Mobile Viewing Hours
Primetime Ads
6 PM to
Midnight
Entertainment
Music
Movies Television Sports
Top tune-in: Content 75% of springtime viewership was across Arts & Entertainment streams with Health, Gaming & Sports also driving popularity.
Gaming
Health & Fitness
15%
18%
13% 15% 14%
13% 12%
SUN MON TUE WED THU FRI SAT
April
13% 12%
17% 16% 16%
13% 13%
SUN MON TUE WED THU FRI SAT
May
13% 13% 13% 14% 14%
16% 17%
SUN MON TUE WED THU FRI SAT
June
Arts & Entertainment Day of Week Trending
Day of Week Trends: Entertainment streams were more popular during the weekdays in April & May. However, as the summer hit, tune-in was more concentrated on the weekend.
Stream Composition (%) Stream Composition (%) Stream Composition (%)
VIEWING TRENDS
6
Weekday Viewing
Weekend Viewing
11%
19%
30%
18%
9% 7% 7%
SUN MON TUE WED THU FRI SAT
Personal Finance 17% 15% 14%
12% 13% 13% 15%
SUN MON TUE WED THU FRI SAT
Home & Garden
10% 11% 10% 7% 9%
23%
29%
SUN MON TUE WED THU FRI SAT
Pets
14%
19% 19% 17%
13%
7%
11%
SUN MON TUE WED THU FRI SAT
Business
PETS VIDEOS: STREAM COMPOSITION % (Q2 2012)
HOME & GARDEN VIDEOS: STREAM COMPOSITION % (Q2 2012)
BUSINESS VIDEOS: STREAM COMPOSITION % (Q2 2012)
FINANCE VIDEOS: STREAM COMPOSITION % (Q2 2012)
13% 12% 11%
13%
17% 18% 16%
SUN MON TUE WED THU FRI SAT
Shopping
SHOPPNG: STREAM COMPOSITION % (Q2 2012) Day of Week Trends: Just like Arts & Entertainment streams, Personal Finance and Business content spiked during the weekdays. The weekends, however, tended to attract higher viewership across Shopping, Home & Garden and Pet videos.
VIEWING TRENDS
AUTOMOTIVE 4% 30% 17% 47% 1%
BUSINESS/FINANCE 19% 24% 22% 35% 0%
COMPUTING/TECH 13% 47% 3% 37% 0%
CONSUMER ELECTRONICS 9% 9% 27% 55% 0%
CPG 16% 26% 16% 42% 0%
ENTERTAINMENT 4% 46% 18% 32% 0%
FOOD & DRINK 14% 24% 17% 31% 14%
HEALTH & LIFESTYLE 31% 34% 9% 25% 0%
RETAIL 7% 33% 13% 46% 0%
TELECOM 0% 58% 8% 33% 0%
TRAVEL 4% 16% 9% 61% 11%
BRAND METRICS
COMPLETION RATE
ENGAGEMENT RATE
CLICK RATE
CONVERSION RATE
CAMPAIGN VERTICAL
AUDIENCE GRPs
MOST FREQUENT CAMPAIGN OPTIMIZATION KPI
Agency Trends: As Online Video and TV metrics converge, marketers are evolving the way they plan, buy, and optimize video advertising. Across 684 video placements in Q2, CPG campaigns were focused on ratings and guaranteed audience buying. The majority of optimization, however, was on “clicks and completes.”
Health & Lifestyle campaigns were more likely to optimize to mid-funnel performance metrics like brand lift and engagement rate instead of clicks and completions versus the average.
Optimization KPI: Digital Video Campaigns (April - June 2012)
ADVERTISER & AGENCY TRENDS
Brand Metrics based on VideoHub’s in-stream survey delivered directly from our video ad server allowing for dynamic optimization across survey results.
Engagement: Unique roll-over or click within an interactive preroll ad that launches an engagement slate and pauses the base preroll video
Indicates a vertical’s propensity to buy based on guaranteed audiences, measured in GRPs.
Awareness Index (Q2 Average): VideoHub Ranks the ability of digital video inventory to drive awareness against an audience. The technology factors three variables to calculate the awareness quality against an audience: Player Position, Player Size, and Completion Rate of the ad.
Across 543 Ratings in Q2
6% x-small
31% small
26% medium
33% large
4% x-large
70% In-View
21% Partially Visible
9% Not Visible
Campaign Outliers Not Visible: Max 25%, Min 0% In-View: Max 100%, Min 45%
72% Completed
6% 75%
5% 50%
6% 25%
:15 vs. :30 Spots Completion Rate (:15): 75% Completion Rate (:30): 70%
11% <25
AGENCY & BRAND PERFORMANCE TRENDS
PLAYER POSITION DISTRIBUTION (relative to browser position)
PLAYER SIZE DISTRIBUTION
AD QUARTILE DISTRIBUTION
390 High Awareness
Ratings
Campaign Outliers Small: Max 76%, Min 0% XS: Max 20%, Min 0%
Vertical Completion Rate
Click Rate
Engagement Rate
Watched Time Spent (s)
Engaged Time Spent (s)
Low End (s)
High End (s)
Automotive 73.95% 0.77% 1.02% 23.75 45.35 20.69 99.06
Business and Finance 77.79% 0.82% 1.65% 20.99 48.03 25.52 80.11
Computing/Tech 72.66% 0.80% 3.64% 22.94 32.09 - -
Consumer Electronics 53.22% 0.56% 1.14% 21.04 64.19 46.08 75.44
CPG 73.03% 0.51% 1.36% 20.48 45.95 16.51 96.91
Entertainment 75.50% 0.75% 1.40% 23.69 53.58 17.95 142.10
Food and Drink 78.18% 0.48% 1.10% 18.44 49.84 28.78 63.52
Health and Lifestyle 72.34% 0.84% 2.36% 18.16 46.80 37.93 55.66
Retail 60.47% 1.12% 2.48% 23.73 48.57 23.49 80.15
Telecom 67.51% 1.20% 0.70% 25.16 46.32 24.47 68.17
Travel 69.41% 0.71% 2.29% 23.77 49.12 23.67 98.33
Grand Total 71.65% 0.71% 1.44% 22.35 49.33 16.51 142.10
Performance Benchmarks by Vertical Food & Drink ads drove the strongest completion rates while Retail and Telecom ads resulted in the top CTR. In terms of engagement, Computing/Tech interactive video ads drove the highest percentage of engaged viewers while the strongest time spent for engaged viewers was in the consumer electronic vertical.
AGENCY & BRAND PERFORMANCE TRENDS
Engaged Time Spent Range
Engaged Time Spent = Total time spent with an interactive preroll across viewers who opted to engage with the ad.
Watched Time Spent = total time with an interactive pre-roll across viewers who did NOT engage with the ad
Engagement: Unique roll-over or click within an interactive preroll ad that launches an engagement slate and pauses the base preroll video
Entertainment was not the top overall performer for engaged time spent, but it did drive the high end of the spectrum
Brand Actions Completions
1 Geo 2 Frequency 3 Publisher 4 OS Type 5 Browser Type 6 Video View History
7 Player Size
8 Content Category
9 Content Length
10 Time of Day
11 Day of Week
12 Demographics
13 Video Consumption
1 Publisher 2 Player Size 3 Browser Type 4 Frequency 5 Geo 6 OS Type
7 Content Length
8 Video Consumption
9 Content Category
10 Video View History
11 Time of Day
12 Day of Week
13 Demographics
1 Publisher 2 Content Category 3 Viewing History 4 Player Size 5 Content Length 6 Browser Type
7 Video Consumption
8 OS Type
9 Geo
10 Time of Day
11 Frequency
12 Day of Week
13 Demographics
Metrics Performance Clicks & Engagements 100% of Ad Viewed
SIGNAL PERFORMANCE INDEX
What’s Your Signal? In addition to ranking awareness quality of delivery and video metrics, VideoHub analyzes over 14 signals that impact goals across the brand funnel from unique reach to conversions. Across the 257 advertisers in Q2, the Geographic location of the viewer and frequency of ad exposure made the biggest impact on brand health performance. Completion rate, however, was more likely to be impacted by content related signals including the publisher, category of the video stream, viewer content history, player size and content length.
XL Players Movies
Long form video Mac OS X Men
Primetime
Gaming Properties
Mid-Roll
A18-34
Mid-Week Network Television
Early Evening
Short Form Clips
Hobbies
Business Entertainment TV
Family & Parenting
Monday
3-7x Frequency
Brand
Actions
Completions Metrics Performance
Clicks & Engagements
100% of Ad Viewed
Mobile Family & Parenting
Lifestyle
Afternoon
Sunday
A 35+
Shopping 1-2x Frequency
Women L/XL Players
TOP SEGMENTS IN Q2
Segment Personality Profiles A high signal ranking in VideoHub indicates the segments within a signal had high levels of performance variation. In Q2, signal trends were consistent across campaigns and verticals (i.e. Content Category was consistently a top signal impacting completion rates across several brands). However, within signals there was broad variation across campaigns in terms of the segments that maximized results (i.e. the specific Content Categories driving optimal performance varied). The circles indicate segments that drove the highest overall results across verticals.
Action
SUNDAY
1.48% ENGAGEMENT RATE
Completion
TU WED TH
72% Completion Ratings
MONDAY
30th APRIL
MOST VALUED
CONTENT Viewers are more
likely to view ads to get to reach their desired content
MOST POPULAR
VIEWING DAY Digital viewing spiked
on the 30th through the first week of May
as season finales kicked-off
LEAN FORWARD VIEWING
Viewers are more likely to actively participate
with commercials
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
66%
67%
68%
69%
70%
71%
72%
73%
SUN MON TUE WED THU FRI SAT
CTR & ENGA
GEMEN
T
COMPLETIONS
AD PERFORMANCE BY DAY OF WEEK Completion Rate SUPER PRE-ROLL ENGAGEMENTS PRE-ROLL CTR
13%
14% 15%
17% 15%
14% 12%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
SUN MON TUE WED THU FRI SAT
Uniqu
e Re
ach Co
mpo
si-o
n
Tune-‐In by Day of Week Unique Reach: Q2 2012
SIGNAL DEEP DIVE: DAY OF WEEK
Day of week: Sunday resulted in a higher propensity for viewers to interact with video ads prior to consuming their content, while weekdays resulted in the strongest completion rates. However, Day of Week ranked 10th and 11th in terms of its relative impact on brand metrics, completions and actions. This means other signals played a larger factor in performance results.
Trending Categories Highest spikes in unique reach from April – June 2012
Hobbies Careers Shopping Science
Spirituality & Religion
Interests Education Travel
77% 75%
77% 78%
68% 73%
68% 72%
82%
66%
79% 80% 79%
68%
78% 71%
63% 56%
52%
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
2.00%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
ACTION RAT
E
COMPLETION RAT
E
PERFORMANCE BY CONTENT CATEGORY
Completion Rate Action Rate (Engagement & Click)
SIGNAL DEEP DIVE: CONTENT CATEGORY
Content Category ranked second in terms of its relative impact on ad completion and viewer action rates. Hobbies & Interest content drove stronger completion rates while Travel content saw the highest abandonment during ad placement.
Both Hobbies & Interests and Travel videos were trending categories in Q2.
1.5%
3.1%
1.4% 1.7%
2.7%
4.3%
2.3% 2.5%
1.6% 1.6% 2.0%
1.5%
1.1% 1.1%
2.5% 2.1%
2.5%
1.0%
1.4%
0.90%
1.64%
0.99% 1.31% 1.35% 1.21%
1.01%
1.45%
0.96% 0.77%
1.24% 1.22% 0.89% 0.95%
1.15% 1.31% 1.02% 0.69%
0.93%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
5.0%
CTR & ENGA
GEMEN
T RA
TE
PERFORMANCE BY CONTENT CATEGORY CLICKS VS. ENGAGEMENT SUPER PREROLL ENGAGEMENT PREROLL CTR
SIGNAL DEEP DIVE: CONTENT CATEGORY (cont.)
Content Category and Ad Type The impact of content on clicks and engagements varied based on ad format. Interactive pre-roll (Super Pre-Roll ads) showed high swings in engagement behavior based on the content it was played in front of. Family & Parenting content drove the highest engagement rates while Tech/Computing and Pet content performed below average. Click-out (CTR) behavior across basic pre-roll ads saw less variation across content categories. Auto and Health/Fitness content resulted in slightly above average CTR performance.
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
64.00%
65.00%
66.00%
67.00%
68.00%
69.00%
70.00%
71.00%
72.00%
73.00%
74.00%
75.00%
1:00 AM
2:00 AM
3:00 AM
4:00 AM
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
12:00 AM
ACTION RAT
E
COMPLETION RAT
E
PERFORMANCE BY TIME OF DAY Actions vs. Completions
CompleCon Rate PRE-‐ROLL CTR SUPER PRE-‐ROLL ENGAGEMENT
SIGNAL: TIME OF DAY
Time of Day Across different day parts both engagement and completion rates for online video ads were relatively stable. Completion rates spiked during primetime hours and engagement rate saw a slight uptick in the morning hours.
12 PM to
5 PM
Top Online Viewing Hours
Highest Unique Reach of video ads
54%
71% 68% 70% 69% 76%
90% 89%
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
2.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0-‐30 seconds
30-‐60 seconds
1-‐3 minutes
3-‐5 minutes
5-‐15 minutes
15-‐30 minutes
30-‐60 minutes
60+ minutes
AC
TIO
N R
ATE
CO
MPL
ETIO
N R
ATE
Completion Rate PRE-ROLL CTR SUPER PRE-ROLL ENGAGEMENT
SIGNAL: CONTENT LENGTH
Content Length & Player Size Both signals had a significant impact on ad action and ad completion. Completion rates were in the 90% range for both Long-Form content and XL Players. After accounting for XL players and content above 30 minutes, there was less variation in performance across other content lengths and player sizes (with the exception of 0-30 second content which saw a significant drop in completion rate performance).
74% 73% 67%
73%
93%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
X-SMALL SMALL MEDIUM LARGE X-LARGE
CLI
CK
AN
D E
NG
AG
EMEN
T R
ATE
CO
MPL
ETIO
N R
ATE
THE IMPACT OF CONTENT LENGTH AND PLAYER SIZE ON AD PERFORMANCE
Short Form Content & Large and Small Players 33% (large players) 31% (small players)
17
OUTLIERS: PLAYER SIZE & CONTENT LENGTH
Outliers: Although long form content and XL players are more likely to drive ad acceptance or high completion rates, there were several outliers. On a popular entertainment group of sites, short form content and small players were equally powerful at driving ad performance.
Celebrity and Gossip destination
Afternoon Television: Full Episodes, Highlights and Clips
Entertainment TV: Full Episodes
Average Content Length
5 – 15 min
Average Player Size
Large
Average Completion, 30: Spots
90%
Average Content Length
15 – 30 min
Average Player Size
L to XL
Average Completion, :30 Spots
94%
Average Content Length
30 sec - 5 min
Average Player Size
M to L
Average Completion, :30 Spots
93%
Publisher Spotlight: Entertainment Across a popular entertainment publisher that operates multiple properties, viewability was consistently in the top percentile, averaging above 90%. And, despite varying content lengths and player sizes, completion rates consistently performed above average showing the demand and value placed on the content by consumers.
Publishers who increase
player size should see a
jump in stickiness and less abandonment due to ads
(assuming viewability!)
Key takeaway If a consumer values the content, they will accept ads into their experience. But any publisher can increase their player size for a boost in performance!
18
OUTLIERS CONTINUED
NEED MORE PROOF? Take a look at the 16 publishers below covering a wide range of content. There is almost no difference in completion rate performance across :15 and :30 second ads. If the viewer values the content enough, they accept the ads into their viewing experience.
Publisher :15 :30 Delta Sports Publisher 92.26% 93.21% -0.95%
Entertainment Publisher 36.59% 37.27% -0.68%
Entertainment News Publisher 92.42% 93.10% -0.68%
Music Publisher 84.86% 85.34% -0.48%
Sports Clips 86.17% 86.55% -0.38%
Entertainment Publisher 72.18% 72.55% -0.37%
Television Publisher 92.83% 93.20% -0.36%
General Video Publisher 93.71% 93.80% -0.09%
Television Publisher 94.80% 94.89% -0.08%
General Video Publisher 89.68% 89.65% 0.03%
DIY Video Publisher 62.56% 62.45% 0.12%
Local News Publisher 82.66% 82.49% 0.17%
Gaming Publisher 94.95% 94.76% 0.20%
Television Publisher 97.35% 96.91% 0.44%
Video Aggregator 85.60% 85.08% 0.52%
Gaming Publisher 95.67% 94.87% 0.79%
FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012
CLIENT CASE STUDY
CLIENT CASE STUDY
CPG Advertiser: Repurposed :30 sec TV Spot Targeting W 18-49
0.61% x-small
9.2% small
44.8% medium
41.1% large
4.2% x-large
89% In-View
9% Partially Visible
1% Not Visible
Completed 71.2%
75% 6%
50% 6%
25% 7%
<25 10%
PLAYER POSITION DISTRIBUTION (relative to browser position)
PLAYER SIZE DISTRIBUTION
AD QUARTILE DISTRIBUTION
UNIQUE REACH
Total Audience 9.8 Million On Target W18-49 4.2 Million
QUALITY AWARENESS Total Audience 5.4 Million On Target W18-49 2.2 Million
BRAND HEALTH Total Audience 4.12% Lift Target W18-49 4.20%
ACTION RATE (Clicks)
Total Audience 1.11% CTR Target W18-49 0.8%
The campaign reached 9.8 million unique viewers with a 43% composition against the target. However, composition against W18-49 within high awareness environments was 20% of overall delivery. The target audience was less likely to interact/click on the :30 spot versus the campaign average. However, they did slightly over-indexing for brand lift (purchase intent).
Movies Long form Video
Mac OS X
Primetime Gaming Properties
XL Players
W18-34
Wednesday West Coast
Weekends
Long form content
Pet Content
Early Morning
Business Content 4-6x Frequency
Brand
Actions
Completions Metrics Performance
Click
100% of Ad Viewed
CLIENT CASE STUDY: TOP SEGMENTS
Careers Business Content
Sports
Afternoon
women
Health/Fitness 1x Frequency
Large Players 5-15min content
Exposure against women of all ages and 5-15 minute content resulted in higher interaction rates with the :30 CPG spot, while women 18-34 and 30+ minute content maximized completion rates. For brand lift, the weekends and higher frequencies were optimal in enhancing the effectiveness of the campaign.
FOR MORE INFORMATION OR TO PROVIDE FEEDBACK PLEASE CONTACT US AT VIDEOHUB.TV © VIDEOHUB 2012
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