Digital Video Metrics Modernized - IAB · 2017-01-25 · Jessica Anderson Senior Manager, Ad Technology IAB Katie Stroud IAB Consultant Writer ... Your Presenters Margenett Moore-Roberts

Digital Video Metrics

Modernized

? Why do you care about

video metric definitions?

Type answers in

Questions panel

IAB Project Staff

Jessica Anderson

Senior Manager, Ad Technology

IAB

Katie Stroud

IAB Consultant Writer

Incremental Success

Your Presenters

Margenett Moore-Roberts

Sr. Director, Video Advertising Strategy

Yahoo

Bayard Russell

In-Stream & Layouts,

Ad Products & Commercialization

Google, Inc.

2014 Digital Video Metrics

Why What Who How

Last update: 2009 1

2012 IAB Video Suite

introduced new metrics 2

Why What Who How

Modernize the digital video

metrics to reflect current practice

Maintain common language for

buy and sell side communication

and interpretation around baseline

performance metrics

1

2

40 Participating

Member Companies

• A&E Television

Networks

• AdExcite

• Akamai

• BlackArrow

• BreakMedia

• Brightcove

• BrightRoll

• CBS Interactive

• Channel Factory

• comScore

• Critical Media

• DG

• Disney Interactive

Media Group

• Ernst & Young LLP

• ESPN.com

• Extreme Reach

• Fox Networks Group

• FreeWheel

• Google & YouTube

• ImServices Group

Ltd.

• Innovid

• LiveRail

• Mixpo

• Nielsen

• PointRoll

• Rovi Corp

• SET

• Spongecell

• Spotify

• SpotXchange

• Synacor

• Time Inc.

• Turner

Broadcasting

System

• UnRuly Media

• Viacom

• Vibrant Media

• Vindico

• Yahoo

• YuMe

Why What Who How

40 Participating

Member Companies

Why What Who How

Margenett Moore-Roberts, Yahoo

Michael Evangelista, FreeWheel

Michael Goefron, UnRuly

Co-Chairs

Compared yesterday’s definitions to today’s needs

Gap

Draft new definitions with gap findings

Propose Several comments and redlines received

Feedback

Incorporate feedback for public comment

Revise

The Process

Why What Who How

In-Stream Metric Definitions

Out of Scope

Defining In-Stream

Metric Definitions

What’s New


Out of Scope

Defining In-Stream

Metric Definitions

What’s New

What’s New

Added Changed Deprecated

What’s New

Added

• Skip

• Ad Expand

• Ad Collapse

Changed Deprecated

What’s New

Added

• Skip

• Ad Expand

• Ad Collapse

Changed

• Metric Groups

• Expand Player Expand

• Collapse Player Collapse

Deprecated

What’s New

Added

• Skip

• Ad Expand

• Ad Collapse

Changed

• Metric Groups

• Expand Player Expand

• Collapse Player Collapse

Deprecated

• Nonlinear

Non-Overlay

• View


Out of Scope

Defining In-Stream

Metric Definitions

What’s New

Out of Scope

Measurement Viewability Ad Formats

Out of Scope


Metric Definition Measurement

VS

Out of Scope


Out of Scope

Measurement Viewability Ad Guidelines


Out of Scope

Defining In-Stream

Metric Definitions

What’s New

Display

Ad Space

Your

Video

Digital In-Stream

Video Ad

Served to

video player

Served to

webpage

Display vs. In-Stream

New Styles!

Shop Now! Fly with us!

T i m e l i n e

See the Movie!

See the

Movie!

Linear Ad

(Pre-Roll)

Linear Ad

(Post-Roll)

Nonlinear Ad

(Overlay Ad) Companion Ad

Digital In-Stream Ads Ad Formats

Browser

Display Video Ads Video In-Stream Ads

Browser dependent

Browser

Webpage

Display Ad Space

Display Video

Ad


Browser dependent

In-page


Browser dependent

In-page

Always a video

Video

Display Video Ad


Browser dependent

In-page

Always a video

Ad includes player


Browser dependent

In-page

Always a video

Ad includes player

Not in-stream


In-player

Ad


In-player

Publisher controlled

Ad

Publisher Player

Publisher Controls


In-player


In-stream

Streaming

Content

In-Stream

Ad

Streaming

Content


In-player


In-stream

Any ad

Video

Banner

Rich

Media

Browser Video Player

Web Tech Video Tech



Out of Scope

Defining In-Stream

Metric Definitions

What’s New

Ad Interaction and Performance

Video

Control

Player Linear Nonlinear Companion

2014 Digital Video In-Stream Ads

Metric Classification



• Audio Mute

• Audio Un-mute

• Pause

• Resume

• Rewind

• Skip (New)

• Player Expand

• Player Collapse

Unchanged New/Modified



Impression may still apply. Timing not

defined. Skip

Previously “Expand.” Not necessarily

fullscreen. Distinguishes from ad expand.

Player

Expand

Previously “Collapse.” Not necessarily to

original. Distinguishes from ad collapse.

Player

Collapse



• Impression

• Video Clickthrough

• Percent Complete

• Completed Play

• Time Spent Viewing

• Accept

Invitation

(Linear)

• Other Ad

Interaction

Unchanged New



For clickable linear ads that invite

further interaction.

Accept Invitation

(Linear)

For additional interactive metrics not

included in 2014 definitions.

Other Ad

Interaction



• Impression

• Clickthrough

• Accept Invitation

• Minimize

• Close

• Overlay View Duration

• Ad Expand

• Ad Collapse

• Other Ad

Interaction

Unchanged New



Defined for nonlinear ad behavior separate

from player behavior. Ad Expand

Defined for nonlinear ad behavior separate

from player behavior.

Ad

Collapse

For adding additional metrics not included

in 2014 definitions.

Other Ad

Interaction



Nonlinear Master

Publisher

Content Video

Companion Ad

Publisher

Page

Content

Browser

Impressions and clicks follow

Display Impression Guidelines

Impressions


Nonlinear Ad

Linear Ad Rich Media

Nonlinear Ad

Display

Measurement

Guidelines

Rich Media

Measurement

Guidelines

Digital Video

Measurement

Guidelines

? What’s Next?

What’s Next

Video Viewability gating period closes

June 30, 2014

MeasurementNow.net

What’s Next

Final document

release next week

What’s Next

Video Ad Guidelines Look for new initiative to be announced later this year

• Digital Video In-Stream Metric Definitions /digitalvideoinstream

• Digital Video In-Stream Ad Format

Guidelines and Best Practices /media/file/IAB-Video-Ad-Format-Standards.pdf

• Digital Video Rising Stars /guidelines/digitalvideorisingstars

• IAB Digital Simplified (See: Understanding Digital Video Suite)

/events_training/digital_simplified

http://iab.net/digitalvideoinstream

http://www.iab.net/media/file/IAB-Video-Ad-Format-Standards.pdf









http://www.iab.net/guidelines/digitalvideorisingstars

http://www.iab.net/events_training/digital_simplified

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Digital Video Metrics Modernized - IAB · 2017-01-25 · Jessica Anderson Senior Manager, Ad Technology IAB Katie Stroud IAB Consultant Writer ... Your Presenters Margenett Moore-Roberts

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