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As the overall number of ads served grew, interactive ads benefited the
most, rising to account for 50% of ads sold; Pre-Roll fell to 30%.
! In-Video Ads have 7X higher engagement, 8X higher CTR than their rich
media display counter parts.
! Despite the fact that Polite Pre-Rolls® feature far more 30+ second ads,
the Polite Pre-Roll® View-Thru Rate continued to grow rivaling the 15
second dominated Standard Pre-Roll.
! The rich media banner-like Overlay’s CTRs dwarf display counterparts: Interactive CTRs
are 8 times higher than rich media display benchmarks.*
! Nearly 50% of Polite Pre-Roll®s served are 30+ seconds, delivering a more detailed
message. 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 is
comparable to the Standard Pre-Roll.
! 2010 Video Audience Broadens; Courts CPG, Fashion, Travel and Finance Advertisers: In
2010 the audience for Online Video broadened immensely, and with the audience came a concerted
push from new advertisers.
Polite
Pre-‐
Roll®
Polite
Pre-‐ Polite
Pre-‐
11%
Polite
Pre-‐
InteracGve
Roll®
Roll®
Pre-‐Roll
Roll
Overlay
17%
23%
30%
24%
12%
Pre-‐Roll
InteracGve
Pre-‐Roll
Pre-‐Roll
Branded
Overlay
66%
64%
45%
Overlay
15%
InteracGve
12%
Overlay
InteracGve
25%
Branded
Overlay
Branded
Branded
Overlay
26%
Overlay
Overlay
20%
4%
7%
Average
CTR
1.80%
1.60%
1.40%
1.20%
1.00%
0.80%
0.60%
0.40%
0.20%
0.00%
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
1.00%
0.80%
0.60%
0.40%
0.20%
0.00%
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Length
has
been
known
to
greatly
effect
View-‐Thru
Rates
and
abandonment
rates.
But,
the
Polite
Pre-‐Roll®,
by
giving
viewers
the
ability
to
view
the
ad
anyGme
during
the
video
or
to
opt
out
completely,
allows
adverGsers
to
deliver
their
full
message
to
those
who
wish
to
receive
it,
without
publishers
sacrificing
viewership
to
higher
abandonment
rates.
30
Sec.
35%
15
Sec.
30
Sec.
52%
40%
15
Sec.
60%
View-‐Thru
Rates
rose
as
viewers
showed
a
conGnued
acceptance
of
the
Pre-‐Roll
format.
Most
interesGngly,
the
Polite
Pre-‐Roll®
View-‐Thru
Rates
have
conGnued
to
rise
despite
the
fact
that
the
length
of
the
Polite
Pre-‐Roll®
is
generally
longer
than
Standard
Pre-‐Rolls.
POLITE
PRE-‐ROLL®
Quarter
View-‐Thru
Rate
(25%)
View-‐Thru
Rate
(100%)
Ad
RetenHon
Rate
2009
N/A
N/A
N/A
CTR
Q1
2010
48.64%
37.24%
76.56%
5.00%
Q2
2010
47.60%
34.10%
71.64%
4.00%
Q3
2010
48.93%
35.77%
73.10%
Q4
2010
53.57%
37.68%
70.34%
3.00%
Average
2010
49.69%
36.20%
72.91%
2.00%
STANDARD
PRE-‐ROLL
1.00%
Quarter
View-‐Thru
Rate
(25%)
View-‐Thru
Rate
(100%)
Ad
RetenHon
Rate
0.00%
2009
59.03%
43.77%
74.15%
2009
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2010
57.57%
41.43%
71.96%
Q2
2010
58.48%
42.65%
72.93%
Standard
Pre-‐Roll
Polite
Pre-‐Roll®
Q3
2010
56.33%
39.98%
70.97%
Q4
2010
59.66%
46.11%
77.29%
Average
2010
58.21%
42.79%
73.46%
This highlights how Online video itself has broadened its audience base beyond young male techies
to a burgeoning ecosystem of viewers with advertisers eagerly following.
Entertainment
Retail
CommunicaGons
Electronics
Mobile
Travel
Auto
Fashion
Web
Services
&
Products
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
2010 2009
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 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
Questions, Feedback, and Media Inquiries:
Ephraim Cohen – Cohen@fortexgroup.com