Video on Yahoo! Brand Advertising Solutions Contact: Devan McCoy devanm@yahoo- inc.com
Yahoo! Video: Advertising For Branders
Nov 16, 2014
Online Video Advertising is Exploding. Learn how you can get in front of your audience with Yahoo! Video.
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Online Video Is Exploding
Online video consumption rose 124% in 2009, reaching 18.4B views (comScore)
95% of agencies plan to devote more spendingto online video in 2010 Brightroll study
1 in 8 Americans will cancel or cut back cableservice in the next year (Yankee Group Study, New York Post)
By 2014, figures are expected to rise to 77% 0fU.S. Internet population to 193.1M people
Two-Thirds of U.S. Internet Users – 146.5M peoplenow watch online video each month (emarketer)
Streaming Events
Most streamed eventin Yahoo! history
generating 5Mtotal streams
#1
Streaming Events
Pages Views UpDay-Over-Day 29.84%
Unique CookiesUp Day-Over-Day
Time Spent UpDay-Over-Day 41.04%
43.39%
Only Yahoo! Offers All the Pieces Needed for Great Video Advertising Today
Copyright © 2010 Yahoo! Inc. All rights reserved.
Yahoo! uses SCIENCE to identify video hot spots that are most appealing and engaging to users and to deliver the most relevant content on a user-by-user basis.
Yahoo! combines the SCIENCE and ART of getting the right message to the right consumers with innovative video ad formats
Yahoo! engages users at SCALE with deeply engaging video experiences that blend video content and advertising seamlessly.
Insight into consumerbehavior leads to
creative developmentof content
*Ben Silverman (MIPTV Conference)
“Their (advertiser) researchand understanding of consumer
dynamic is extraordinary andmarried up with our ability to
tell stories and to push creativity…that’s a great partnership.”*
SEARCHES FOR AN IPHONE
LOVES MOVIES, ESPECIALLY COMEDIES
ENJOYS JOGGING
37 YEARS OLD
SHOPPINGLOVER
SEARCHES FOR A VACATION
HOUSE
LIKES GOLF
SEARCHES FOR FLIGHTS TO
BOSTON
HAS KIDS
There’s A lot to Know About Online Audiences
There’s A lot to Know About Online Audiences
Search BehaviorClick Thru RatesTime Spent OnlineSocial Connections
SearchBehavior
Click ThruRates
Time SpentOnline
SocialConnections
We Give Consumers What They Want to Know
Fantasy Football Live
Insights and Development
Insights and Development
Who Knew?
Men 18-24
The New Way to Buy Video – Audience
14.1 MMUnique Users*
* comScore May 2010; includes all users in this audience, not just those watching video
Women 25-54
The New Way to Buy Video – Audience
* comScore May 2010; includes all users in this audience, not just those watching video
47.2 MMUnique Users*
The New Way to Buy Video – Audience
Moms 25-54
* comScore May 2010; includes all users in this audience, not just those watching video
25.7 MMUnique Users*
The New Way to Buy Video – Audience
Sports Enthusiasts
* comScore May 2010; includes all users in this audience, not just those watching video
47.3 MMUnique Users*
The New Way to Buy Video – Audience
Video Has Evolved From the Advertorial
Dunkin Donuts
Original Programming
Use New Technology to Push Creative Boundaries
Video Ad Formats
Think Around the Box
Think Around the Box
Use New Technology to Push Creative Boundaries
Video Ad Formats
Rich Ads in Search Mobile Video
OverlaysClickable Interactive in BannerInteractive
Bumper
Interactive Video Ads
• Engage prospects on the spot within the video player window
• Significant brand exposure including an intro ad, persistent banner, rich media canvas and post-roll ad
• Multiple direct response opportunities including downloadable content, coupons, links to your site and more
• Use your existing TV spot (up to 60 seconds)
• Also offered in banner to maximize your reach
New!
Interactive – Ad Components
Rich Media CanvasA click pauses the video content and launches a rich media canvas, with your video ad automatically playing
Post-Roll AdIf the consumer never interacts, a closing ad offers a call-to-action – another opportunity for a click to launch the ad canvas
Intro ad attracts consumer attention and previews your message
Intro Ad Persistent BannerA persistent banner remains above video content and expands upon roll-over
04/08/2023Yahoo! Proprietary and Confidential. ©2010 All Rights Reserved.
Interactive Video Ads Maximize Engagement with Every Impression*
• More than 40% of those users who saw the interactive ad canvas stayed for the entire 60 second video
• 2x to 3x higher CTR than traditional video ads
* Yahoo! Enhanced Interactive Ads Pilot (different template), October-November 2009; comparison to traditional video ad CTA based on internal Yahoo! data; interaction event defined as user clicking or rolling over ad components.
• 58.8% interacted with rollover
• 3.6% clicked on the Action CTA
Of those who clicked on the persistent banner:
• 3.1% clicked on the Brand CTA
Clickable Video Ads
• Plays within video player window to help ensure engagement
• User cues encourage interaction
• Click-to-Site call to action drives direct response performance
• Easy and fast to execute – you can use your existing TV spot (15- or 30-second)
• Enables third-party tracking and reporting on ad effectiveness
Ad PlayUser Cue Clickable Call-to-Action
Clickable Video Ads – Ad Components
The mouse over cue attracts consumer attention
The graphic overlay is activated upon mouse over, encouraging consumers to click
The clickable call-to-action drives consumers to your website
Clickable Video Ads – Outperform Traditional Video Ads by 3:1
• Outperform traditional video ads
with companion banners: 3:1
• CTR range: 1.2% - 5.67%
• Average CTR: 3.87%
*Across more than 10 million impressions; Yahoo! Advanced Video Ad Formats Pilot Results, 2007-2008
Overlay Video Ads
• Engage prospects on the spot within the video player window
• Clickable images and logos get your brand noticed
• Instant click-through drives direct response performance
• Available with Click-to-Site or Click-to-Video functionality
• Easy and fast to execute
• Use your existing TV spot (15 to 60-seconds for Click-to-Video)
Overlay Expanded PanelOverlay Your Website
Click-to-Site Overlay Video Ads
The overlay attracts consumer attention and previews your message
The overlay expansion delivers your message, encouraging consumers to click
The click launches your website
Click-to-Video Overlay Video Ads
The overlay attracts consumer attention and previews your message
The overlay expansion delivers your message, encouraging consumers to click
The click launches your 15- to 60-second video ad within the video player
Overlay Expanded PanelOverlay Your Video Ad
Extend your TV presence to mobile
Use existing TV ads
Stream trailers and clips with one click
Video ads play in the native player on the phone
Video is hosted and streamed by Yahoo!
Mobile Video Ads
Yahoo! Confidential
Only Yahoo! Offers All the Pieces Needed for Great Video Advertising
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