1© 2011 TubeMogul Incorporated. All Rights Reserved.
Pre-Roll and Beyond:
Video Advertising Insights by Format
2
Video Advertising and Analytics Platform for Branding
Where the Data Comes From
© 2011 TubeMogul Incorporated. All Rights Reserved.
Power the analytics for video advertising campaigns, brands and media companies.
3© 2011 TubeMogul Incorporated. All Rights Reserved.
Video Ads: Lots of Options
4© 2010 TubeMogul Incorporated. All Rights Reserved.
Pre-Roll
5© 2010 TubeMogul Incorporated. All Rights Reserved.
Pre-RollPre-Roll
Multi-Selector Pre-Roll
6© 2010 TubeMogul Incorporated. All Rights Reserved.
Interactive Pre-Roll
7© 2010 TubeMogul Incorporated. All Rights Reserved.
Facebook: In-Game
Facebook: In-Game
In-Banner Units: Click-to-Play, Rollover-to-Play, etc.
In-Banner Video - The Brand Video is the ContentClick-to-PlayRollover-to-PlayAuto-Play
8© 2010 TubeMogul Incorporated. All Rights Reserved.
Princ The Same PrinciplesOf Outdoor VideoApply to Branded Auto Play on the Web
9© 2011 TubeMogul Incorporated. All Rights Reserved.
Mobile In-App and Browser Units
10
Social Games & Apps
© 2011 TubeMogul Incorporated. All Rights Reserved.
11© 2011 TubeMogul Incorporated. All Rights Reserved.
Pre-Roll:Everybody’s Doing It
12
Pre-Roll is Cost Efficient
Source: TubeMogul client campaigns. Spans 124m views. 2011.
Branded
Auto
Pla
y
Click-
To-Pla
y
Faceb
ook In
-Gam
e
Rollove
r To P
lay
Pre-R
oll
$0.09
$4.93
$1.33
$2.79
$0.10 $0.05
$3.76
$0.57
$1.84
$0.06
Cost per Minute Viewed by Ad Unit: 15 and 30 Second Ads
15 second ads 30 second ads
13
…but not without limitations
:15s and :30s only
Scarcity
Difficult to scale with audience segment targeting
Limited opportunity for sharing
© 2011 TubeMogul Incorporated. All Rights Reserved.
Pre-Roll Works…
14
Pre-Roll Alone Can Mean Missing Certain Viewers
Source: TubeMogul InPlay research, 2010.
Broadcasters Magazines Newspapers
20.4%
14.9%
10.5%
Percent of Unique Homepage Visits Resulting in a Completed Pre-Roll (2010)
15
Users Will Watch: More Time With Your Brand Message
Source: TubeMogul client campaigns. Spans 124m views. 2011.© 2011 TubeMogul Incorporated. All Rights Reserved.
Branded Auto-Play Click-To-Play Facebook In-Game Rollover To Play
38.6
45.2
85.2
32.2
Average Seconds Watched Per View by Type: Ads >30 Seconds
16
Investment Trade Offs
© 2011 TubeMogul Incorporated. All Rights Reserved.
CO
ST
Pre-Roll
Rollover to Play
In-BannerAuto-Play
Click To Play In Banner
Cost per View ($)
Play TimePer View
(seconds)
Click to PlayFacebook In-Game
Play Time per View vs. Cost Per View
Low High
Low
High
17
Branded A
uto P
lay
Click-T
o-Pla
y
Facebook In-G
ame
Pre-R
oll
Rollover T
o Pla
y
Mobile
53.6% 51.8%
77.1%
61.8%
47.7%
18.4%
32.1%36.2%
68.9%
37.1%32.9%
10.0%
Completion Rates by Ad Unit: 15, 30 Second Ads
15 Sec 30 sec
Facebook In-Game Units Have Highest Completion Rates
Source: TubeMogul client campaigns. Spans 124m views. 2011.© 2011 TubeMogul Incorporated. All Rights Reserved.
18
For Post View Interaction,Click-to-Play Outperforms
Source: TubeMogul client campaigns. Spans 124m views. 2011.
Click-To-Play Facebook In-Game Pre-Roll Rollover To Play
4.8%
6.2%
0.7%
3.5%
5.9%
5.3%
0.4%
0.8%
2.0%
4.1%
n/a
0.4%
Clicks, Social Sharing Rates by Ad Unit
Brand Site: CTR Facebook Fan Page: CTRFacebook Share / Like Rate
19
Repurposed TV = Awareness, Made-for-Web = Impact
Aided Brand Awareness
Online Ad Awareness Message Association Brand Favorability Purchase Intent/Consideration
0
1
2
3
4
5
2.0
4.7
2.2
1.20.8
1.9
4.3
2.1
1.61.4
Repurposed TV Made-for-Web
Production Format:Repurposed TV Ads vs. Made-for-Web Content
Perc
ent I
mpa
cted
Repurposed TV: Last 3 Years, Q4/2009, N=59, n=75,045; Made-for-Web Content: Last 3 Years, Q4/2009, N=135, n=150,028 Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098
There is likely a beneficial impact on awareness from the TV spots these ads
have been repurposed from
Video content has the ability to be more relevant and useful to the
viewer, and therefore, more persuasive
20
Paid media increasingly necessary to rise above the fold
86% of YouTube VideosReceive Less than 10K Views
Needle, Haystack
Source: internal research, 2011
<100 100-500 501-1k 1k-2.5k 2.5k-5k 5k-10k 10k-100k 100k-1m >1m
33.2%
22.8%
8.6%10.2%
6.6% 5.6%
10.4%
2.3%0.4%
YouTube Videos by Number of Views
Percent of Total
© 2011 TubeMogul Incorporated. All Rights Reserved.
21
Use Tools That Let You Target, Buy,Track and Optimize to Your Goals
© 2011 TubeMogul Incorporated. All Rights Reserved.
22© 2011 TubeMogul Incorporated. All Rights Reserved.
Contact
Lee FreundVice President, Eastern Regional Sales
[email protected] 347-541-0777