AdoTube_2012 Global Format Index

2012 Global Format Index

March 2013

2

2012 Key Takeaways

Interactive pre-rolls drive the highest CTRs across all markets.

AdoTube exceeds industry CTR and Engagement Rate benchmarks across all markets.

Including a dismiss button can reduce page abandonment by as much as 8%.

11% of users elect to dismiss full-stream units, compared to 55%-85% for YouTube TrueView ads.

Re-Engagement of an interactive pre-roll after dismissal is 1.1%.

Increase in standard pre-roll attributed to global adaption of in-stream advertisements. Similar to
what US experienced when the market first started testing video formats.

Audiences ranging from 18-54 are more engaged with in-stream ads .

Canada has showed strong growth for in-stream video. Running 2X as many campaigns in Q4 2012
as the previous quarter and over 5X as many as in Q1.

Across all global markets Q4 proved be the most active for video.

3

Full-Stream units account for 82% of ads in 2012
Percentage of Total Impressions

2010 2011 2012
5%
11% 10%
19% 13%
30% 36%
20% 21%

50% 46%
39%

Since their introduction, Interactive Pre-Rolls have grown in popularity, helping brands
effectively deliver on KPIs like engagement rate, brand awareness, video completion and
more due to their:
Full-Stream placement, which creates a high impact
Customization and interactive features, which increases engagement and allows brands to deliver their
message throughout the whole ad experience
Ability to dismiss, which provides a better user experience and more qualified viewthroughs

*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers 4
4

Interactive Pre-Rolls drive the highest CTRs
across all markets
More mature markets like US, UK, Canada, and Australia see lower CTRs

Average CTR per ad unit per quarter (global)
8.00%

7.00%

6.00%

5.00%

4.00%

3.00%

2.00%

1.00%

0.00%
Australia/NZ Canada India Middle East Russia/Ukraine Southeast Asia United Kingdom United States

Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll Overall

Overall
3.69% 1.69% 4.02% 4.72% 6.59% 5.99% 3.67% 1.98%

*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers,**Branded Overlay data not
available for Canada 5
*** CTR does not include clicking to dismiss

2012 CTR is strong at 2.6%,
compared to the overall average of 2.0%

Average CTR per ad unit per quarter (global)

4.50%

4.00%

3.50%

3.00%

2.66% 2.74%
2.50% 2.59%
2.25% 2.25% 2.34%
2.00% 2.06%
1.86%
1.66%
1.50% 1.43%

1.00% 0.94% 1.01%

0.50%

0.00%
Q1'2010 Q2'2010 Q3'2010 Q4'2010 Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012 Q2'2012 Q3'2012 Q4'2012

Branded Overlay Interactive Overlay Standard Pre-Roll Interactive Pre-Roll Quarterly Average Historical Average

*Interactive Pre-Rolls include Polite Pre-Rolls, Ad Selectors, and In-Stream Takeovers
**CTR does not include clicking to dismiss 6

AdoTube exceeds industry CTR benchmarks
across all markets

Australia/NZ 14%

Canada 64%

130%
SE Asia

86%
United Kingdom

7%
United States

0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00%

AdoTube Benchmark Doubleclick Benchmark

*AdoTube Benchmarks Based on 2012 Data for Interactive Pre-Rolls and Standard Pre-Rolls
**Industry Benchmarks Source: DoubleClick for Advertisers, a cross section of countries with statistically significant rich
media metrics, January 2010 - December 2010. Data not available for India, Russia/Ukraine, or Middle East.
*** CTR does not include clicking to dismiss
7

Interactive Pre-Rolls continue to drive high engagement
in 2012 at an average rate of 3.75%

Average engagement rate per ad unit per quarter (global)

4.50%

4.00%

3.50%
3.09%
3.00%
2.77%
2.50% 2.51% 2.46%
2.34%
2.20%
2.03% 1.95%
2.00% 1.91% 1.88%

1.55%
1.50%
1.30%

1.00%

0.50%

0.00%
Q1'2010 Q2'2010 Q3'2010 Q4'2010 Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012 Q2'2012 Q3'2012 Q4'2012

Interactive Overlay Interactive Pre-Roll Quarterly Average Historical Average

**Engagement Rate does not include clicking to dismiss 8

Fueled by the Interactive Pre-Roll’s increasing popularity, the
overall engagement rate grew by 80% between 2011 and 2012

Average engagement rate per ad unit per year (global)

1.1%
2010 2.8%
1.25%

1.5%
2011 2.6%
1.7%

0.90%
2012 3.8%
2.96%

0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00%

Interactive Overlay Interactive Pre-Roll Quarterly Average


Interactive Pre-Rolls show strong engagement
rates across all markets

Average engagement rate per ad unit per market (2012)
9.00%
8.00%
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
Australia/NZ Canada India Middle East Russia/Ukraine Southeast Asia United United States
Kingdom
Interactive Overlay Interactive Pre-Roll Overall

Overall
4.4% 1.8% 5.3% 5.6% 8.2% 7.7 4.8% 2.5%


Video completion rates stabilize during 2012
Standard Pre-Roll leads with an average video completion rate of 64%,
with the Interactive Pre-Roll average close behind at 55% during 2012.

Average video completion rate per ad unit per quarter (global)
70%
65% 65%
64%
65% 63% 63%
AdoTube has seen industry
benchmarks skewed by
59%
60% competitors using In-Banner, In-
Game, in-page pop-up, and Auto-
55% play video syndication to achieve
higher video completion rates. 51% 51% 56%
55%
54%
50% 53% 53%
46%

45% 43% When comparing engagement and click
41% 45% 45% through rates AdoTube consistently
40% 44%
40% outperforms those same competitors by
between
35% 37%
38% 5X to 20X
36%
34%
30%
Q1'2010 Q2'2010 Q3'2010 Q4'2010 Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012 Q2'2012 Q3'2012 Q4'2012
Standard Pre-Roll Interactive Pre-Roll

*Interactive Pre-Rolls include Polite Pre-Rolls and Ad Selectors 11

Standard Pre-Rolls drive highest video completion
rates in all markets

2012 average video completion rate per ad unit per market

70%

60%

50%

40%

30%

20%

10%

0%
Australia/NZ Canada India Middle East Russia/Ukraine Southeast Asia United United States
Kingdom

Standard Pre-Roll Interactive Pre-Roll Overall

Overall

61% 55% 50% 49% 58% 55% 60% 63%

*Interactive Pre-Rolls include Polite Pre-Rolls and Ad Selectors 12

69.2% of users actively engage with Interactive Pre-Rolls
By clicking through, watching the whole video, or dismissing the units

Video Completion Dismiss Abandonment
Ad Unit CTR
Rate Rate Rate
Standard Pre-Roll 2.8% 64% n/a 33.2%
Interactive Pre-Roll 3.2% 55% 11% 30.8%

Including a dismiss button can reduce page abandonment by as much as 8%.

Dismissing an interactive pre-roll doesn’t end the brand experience – two leave-behind snipers remain in the lower
one-third of the stream that continue to distribute the brand message and allow the user to re-open the ad or click
through to the brand’s site.

**Data across all markets for 2012 only 13
***CTR does not include clicking to dismiss

11% of users elect to dismiss full-stream units, compared
to 55%-85% for YouTube TrueView ads
Dismiss rates for AdoTube full-stream units range from 8%-12%, with an average of 1.1% of users opting to
re-engage with the unit via the leave-behind reminder

AdoTube’s Polite Pre-Roll® with full-screen expansion sees the lowest close rate at 8% and the highest re-
engagement rate at 3.1%

Video Completion Dismiss Re-Engage
Ad Unit CTR
Rate Rate Rate
Polite Pre-Roll® 3.2% 57% 10% 0.2%
Ad Selector 2.9% 53% 12% 0.3%
Polite Pre-Roll® with
2.9% 52% 8% 3.1%
Full-Screen Expansion
In-Stream Takeover 3.3% n/a 12% 0.7%
Full-Stream Average 3.2% 55% 11% 1.1%
Interactive Overlay 0.8% n/a 26% 0.6%
Branded Overlay 0.4% n/a 12% 0.2%
Overlay Average 0.6% n/a 19% 0.4%

*TrueView stats from 2012 Google internal data,**AdoTube data across all markets for 2012 only,***CTR does not
include clicking to dismiss 14

Performance varies for :15 and :30 units

30 second videos seem to be favored by advertisers
Representing 55% of standard Pre-Roll impressions and 64% of Interactive Pre-Roll impressions (58%
overall).
Different video lengths help achieve different goals:
Video Completion:15 second videos have 20% higher video completion rates than 30 second videos, on
average
Traffic Driving: 30 second videos have 19% higher average CTRs than 15 second videos
Engagement: 30 second videos have 24% higher average engagement rates than 15 videos

Ad Unit CTR Engagement Rate Video Completion Rate
Standard Pre-Roll (:15) 2.5% n/a 69%
Interactive Pre-Roll (:15) 2.7% 3.4% 60%
Average (:15) 2.6% 3.4% 67%
Standard Pre-Roll (:30) 3.0% n/a 59%
Interactive Pre-Roll (:30) 3.4% 4.2% 52%
Average (:30) 3.1% 4.2% 56%
**Data across all markets for 2012 only 15
*** CTR and engagement rate do not include clicking to dismiss

Introducing Full-Screen Expansion

AdoTube continues to innovate in the in-stream space, with the introduction of full-screen functionality. It can be paired
with virtually any interactive unit and is ideal for the following goals:

Branding: high impact placement helps drive awareness

Engagement: expanded state simulates a microsite environment where various interactive features can be
included, like photo galleries, games, and multiple videos

Long-form Content Distribution: up to 4 minutes of video can be housed in the full-screen state

Polite Pre-Roll Video in Video In-Stream Takeover

Click Screenshots for Live Examples

16

CPG is the top vertical in 2012

Top 10 Verticals Top 10 Verticals
(% of Total Campaigns) (% of Total Impressions)

CPG 19.2% CPG 21.7%

Auto 14.5% Retail 11.5%

Entertainment 12.3% Auto 11.5%

Retail 11.1% Electronics 10.7%

Finance/Insura Communication
6.9% 9.7%
nce s

Mobile 4.9% Entertainment 8.4%

Finance/Insura
Travel 4.6% 5.6%
nce

B2B 4.2% Travel 4.6%

Electronics 4.0% B2B 3.6%

Food Services 3.7% Mobile 2.4%

*Data across all markets for 2012 only 17

When are advertisers using in-stream video?

CPG and auto have a large presence year-round, while mobile and travel focus on Q2 and Q3, respectively

Q1 and Q4 are important times for retail

Top 5 verticals per quarter in number of campaigns

Q1 Q2 Q3 Q4

1 Entertainment CPG CPG CPG

2 Auto Auto Auto Auto

3 Retail Entertainment Entertainment Retail

4 CPG Retail Travel Entertainment

5 Finance/Insurance Mobile Finance/Insurance Finance/Insurance


Audience snapshot: top verticals by gender

Males Females
Males

Web services & products: 52% higher CPG: 28% higher CTR than males
CTR and 24% higher video completion
Fashion: 19% higher CTR and 7%
rate, compared to females
higher engagement rate, compared to
Gaming: 52% higher CTR and 35% males
higher engagement rate, compared to
Communications: 5% higher
females
engagement rate than males
Sports: 56% higher engagement rate
Retail: 11% higher video completion
than females
rate than males
Electronics: 17% higher video
completion rate than females

*Data across all markets for 2012 only, **CTR and engagement rate do not include clicking to dismiss
19

Audience snapshot:
Males lead in CTR, VTR, and engagement rates

Males Females The male and female demos performed

Overlay comparably in terms of overlay CTR and

CTR 0.63% 0.58% engagement rate and overall video

Engagement Rate 0.93% 0.85% completion rate.

Full-Stream
Males appeared more responsive than
CTR 3.29% 2.82%
females in regards to full-stream units, with
Engagement Rate 3.87% 3.58%
an a 17% higher average CTR and 8%
Video Completion Rate 62% 60%
higher average engagement rate.
Overall
CTR 2.81% 2.39%
Engagement Rate 3.11% 2.87%
Video Completion Rate 62% 60%

*Full-Stream includes Standard Pre-Roll, Polite Pre-Roll®, Ad Selector, and In-Stream Takeover.
**Data across all markets for 2012 only, ***CTR and engagement rate do not include clicking to dismiss 20

Audience snapshot:
Younger demos are more engaged

A18-34 A35-54 A55+ The 18-34 and 35-54 demos drove similar

Overlay CTRs, engagement rates, and video

CTR 0.65% 0.63% 0.54% completion rates. Compared to the 55+

demo, the younger demos delivered:
Engagement Rate 0.94% 0.92% 0.81%

Full-Stream 17% higher average CTR

CTR 3.25% 3.14% 2.73% 17% higher average engagement rate
8% higher video completion rate
Video Completion Rate 61% 62% 57%

Overall
CTR 2.78% 2.69% 2.34%
Video Completion Rate 61% 62% 57%

*Full-Stream includes Standard Pre-Roll, Polite Pre-Roll®, Ad Selector, and In-Stream Takeover. 21
**Data across all markets for 2012 only, ***CTR and engagement rate do not include clicking to dismiss

Audience Snapshot: top verticals by age group

CPG: CTR is 38% higher than for A35-54 and 34% higher than for A55+
Real Estate: 83% higher CTR than A55+ demo
A18-34
Electronics: Engagement rate exceeds the A35-54 and A55+ demos by 37% and 43%, respectively
Mobile: 6% higher video completion rate than A35-54 and 7% higher video completion rate than A55+

Food Services: 62% higher CTR than A55+ demo and 35% higher engagement rate than A18-34
demo
A35-54 Sports: Video completion rate 68% higher than A55+ demo
Pharma:18% greater video completion rate than A18-34 demo

Government: CTR is 12% higher than for the younger demos
A55+ Communications: 25% higher engagement rate than A18-34 demo and
Alcohol: Video completion rate is 4% higher than for younger demos

**CTR and engagement rate do not include clicking to dismiss

International Market

Regional snapshots

23

CTR: 2012 marketplace benchmarks

Branded Interactive Standard Polite Ad In-Stream PPR with Full-
Market Overall
Overlay Overlay Pre-Roll Pre-Roll® Selector Takeover Screen Expansion

Australia 0.18% 0.46% 3.35% 3.72% 6.61% 3.53% 3.95% 3.69%

Canada n/a 0.39% 2.02% 2.45% 9.02% 2.33% 2.75% 1.69%

India 0.81% 0.99% 4.01% 4.78% n/a 4.66% n/a 4.02%

Middle East 0.17% 0.82% 3.27% 6.36% 5.33% 4.42% 4.82% 4.72%

Russia/Ukraine 1.17% 0.97% 6.31% 7.19% n/a 7.75% n/a 6.59%

Southeast Asia 0.88% 1.19% 5.87% 6.48% 9.33% 9.62% 9.45% 5.99%

United Kingdom 1.17% 0.41% 3.36% 4.21% 3.94% 5.70% 2.95% 3.67%

United States 0.28% 0.81% 2.15% 2.55% 1.90% 2.81% 2.10% 1.98%

Overall Total 0.32% 0.75% 2.84% 3.21% 2.82% 3.25% 2.86% 2.59%

*Data across all markets for 2012 only, **CTR does not include clicking to dismiss 24

Engagement rate: 2012 marketplace benchmarks

PPR with Full-
Interactive Polite Ad In-Stream
Market Screen Overall
Overlay Pre-Roll® Selector Takeover
Expansion

Australia 1.21% 4.42% 6.64% 3.89% 4.23% 4.37%

Canada 0.61% 3.00% 10.02% 2.63% 3.16% 1.76%

India 1.42% 5.64% n/a 5.15% n/a 5.30%

Middle East 1.30% 7.51% 7.04% 4.92% 4.82% 5.59%

Russia/Ukraine 1.57% 8.58% n/a 8.62% n/a 8.22%

Southeast Asia 1.82% 7.64% 9.34% 10.59% 9.45% 7.68%

United Kingdom 0.60% 5.01% 3.95% 6.63% 4.92% 4.82%

United States 0.92% 3.06% 3.44% 3.10% 2.47% 2.47%

Overall Total 0.90% 3.75% 4.09% 3.59% 3.35% 2.96%

*Data across all markets for 2012 only,**Engagement rate does not include clicking to dismiss 25

Video completion rate: 2012 marketplace benchmarks

PPR with Full-
Market Standard Pre-Roll Polite Pre-Roll® Ad Selector Overall
Screen Expansion

Australia 64% 61% 50% 53% 61%

Canada 68% 57% 32% 36% 55%

India 52% 44% n/a n/a 50%

Middle East 51% 50% 26% 43% 49%

Russia/Ukraine 64% 49% n/a n/a 58%

Southeast Asia 58% 44% 42% 40% 55%

United Kingdom 63% 61% 50% 53% 60%

United States 66% 59% 55% 52% 63%

Overall Total 64% 57% 53% 52% 61%

26

Market snapshot: Australia & New Zealand
Creative Unit Distribution Top Verticals

0.3% 0.8%
These markets favor
full-stream units, with By total impressions By total campaigns
interactive and
standard pre-rolls CPG Entertainment
33.1%
representing 98.1% of
impressions served. 65.8% Auto Auto

Interactive pre-rolls Retail Retail
account for 65.8% of
impressions.
Branded Overlay Interactive Overlay

Quarterly Analysis Benchmarks

CTR per Quarter CTR ER VCR
CTRs have grown
4.50% quarter over Branded Overlay 0.18% n/a n/a
3.91%
4.00%
3.43% 3.45% quarter, with Q4’s Interactive Overlay 0.46% 1.21% n/a
3.50% 2.96% 32% higher than
3.00% Standard Pre-Roll 3.35% n/a 64%
Q1’s.
2.50%
Polite Pre-Roll® 3.72% 4.42% 61%
2.00% Q2 and Q4 were the
1.50% Ad Selector 6.61% 6.64% 50%
biggest months in
1.00%
0.50%
terms of ad In-Stream Takeover 3.53% 3.89% n/a
0.00% spend, with 26% of
PPR with Full-Screen Expansion 3.95% 4.23% 53%
Q1 Q2 Q3 Q4 2012 dollars spent in
Q2 and 55% spent in Overall 3.69% 4.37% 61%
Q4.
*ER = Engagement Rate, VCR = Video Completion Rate
**CTR and Engagement Rate do not include clicking to dismiss 27

Market snapshot: Canada
Canada favors full-stream and
interactive units:
Interactive and Standard By total impressions By total campaigns
27.2%
Pre-Rolls represent 62% of 38.0%
impressions served. Auto Auto

Interactive Overlay and CPG CPG
Interactive Pre-Rolls 34.8%
account for 65.2% of total Food Services Alcohol
impressions.
No Branded Overlays were Branded Overlay Interactive Overlay
served during 2012.

CTR ER VCR
2012 Campaigns Total campaigns have
grown quarter over Branded Overlay n/a n/a n/a
Per Quarter
quarter, with Q4 running Interactive Overlay 0.39% 0.61% n/a
60%
48% 2X as many campaigns
50% Standard Pre-Roll 2.02% n/a 68%
as the previous quarter
40% and over 5X as many Polite Pre-Roll® 2.45% 3.00% 57%
30% 24% as in Q1.
20% Ad Selector 9.02% 10.02% 32%
20%
9% In-Stream Takeover 2.33% 2.63% n/a
10%
0% PPR with Full-Screen Expansion 2.75% 3.16% 36%
Q1 Q2 Q3 Q4
Overall 1.69% 1.76% 55%


Market snapshot: India
4.4% 1.9%

India favors full-stream By total impressions By total campaigns
units, with 93.7% of 27.1%
impressions allocated CPG CPG
towards Standard and 66.6%
Interactive Pre-Rolls Auto Auto, Electronics, Ent
ertainment, Mobile
Retail (tied)


CTR ER VCR
% of 2012 Spend Per 44% of 2012 ad spend
Quarter Branded Overlay 0.81% n/a n/a
was allocated to Q4,
50% almost 15X more than Interactive Overlay 0.99% 1.42% n/a
40% the previous quarter.
Standard Pre-Roll 4.01% n/a 52%
30%
20%
Ad Selector n/a n/a n/a
10%
In-Stream Takeover 4.66% 5.15% n/a
0%
PPR with Full-Screen Expansion n/a n/a n/a
Q1 Q2 Q3 Q4
Overall 4.02% 5.30% 50%


Market snapshot: Middle East
1.3%
The Middle East prefers
interactive units with
88.9% of impressions 15.1% By total impressions By total campaigns
going towards Interactive 9.8% Auto Finance / Insurance
Overlays and Interactive
73.8%
Pre-Rolls Real Estate Auto

CPG CPG, Real
Interactive Pre-Rolls Estate, Travel, (tie)
accounted for 73.8% of
impressions.

CTR ER VCR
% of 2012 Spend Per 59% of 2012 ad
spend was allocated Branded Overlay 0.17% n/a n/a
Quarter
to Q4, almost 3X Interactive Overlay 0.82% 1.30% n/a
70%
60%
more than the
50% previous quarter.
40% Polite Pre-Roll® 6.36% 7.51% 50%
30% Ad Selector 5.33% 7.04% 26%
20%
0%
PPR with Full-Screen Expansion 4.82% 4.82% 43%
Q1 Q2 Q3 Q4
Overall 4.72% 5.59% 49%


Market snapshot: Russia/Ukraine
1.1% 2.1%
Russia & Ukraine
advertisers favor full- By total impressions By total campaigns
stream units, with 37.4%
Interactive and Standard Auto Auto
Pre-Roll representing Mobile Mobile
96.8% of impressions. 59.4%
Retail CPG


CTR ER VCR
% of 2012 Spend Per 59% of 2012 ad spend
was allocated to Q4, Branded Overlay 1.17% n/a n/a
Quarter
50%
almost 3X more than Interactive Overlay 0.97% 1.57% n/a
the previous quarter.
30% Polite Pre-Roll® 7.19% 8.58% 49%
20% Ad Selector n/a n/a n/a
10%
0%
PPR with Full-Screen Expansion n/a n/a n/a
Q1 Q2 Q3 Q4
Overall 6.59% 8.22% 58%


Market snapshot: Southeast Asia
0.4% 0.7%
Full-stream units are
favored, with By total impressions By total campaigns
Interactive &
Standard Pre-Rolls 35.2% CPG CPG
representing 98.8%
of impressions. 63.6% Entertainment Entertainment

Travel Auto


CTR ER VCR
% of 2012 Campaigns 55% of 2012
campaigns occurred Branded Overlay 0.88% n/a n/a
Per Quarter
in Q4, 3X that of the Interactive Overlay 1.19% 1.82% n/a
60%
previous quarter.
40%
30%
20% Ad Selector 9.33% 9.34% 42%
10%
0%
Q1 Q2 Q3 Q4 PPR with Full-Screen Expansion 9.45% 9.45% 40%
Overall 5.99% 7.68% 55%


Market snapshot: United Kingdom
1.4% 1.0%
favored, with By total impressions By total campaigns
Interactive & 25.3%
Standard Pre-Rolls Mobile Food Services
representing 97.6%
72.3% Finance/Insurance Finance/Insurance
of impressions.
Interactive Pre-Rolls Food Services Retail
accounted for 72.3%
of impressions.

CTR ER VCR
% of 2012 Spend Per 67% of 2012 ad
spend was allocated Branded Overlay 1.17% n/a n/a
Quarter
to Q4, more than 5X Interactive Overlay 0.41% 0.60% n/a
80%
70% higher than the
60% previous quarter.
50%
40%
30% Ad Selector 3.94% 3.95% 50%
20%
0%
Overall 3.67% 4.82% 60%


Market snapshot: United States
6.0%
favored with Interactive By total impressions By total campaigns
and Standard Pre-Rolls 14.5%
35.0%
account for 80% of CPG CPG
impressions.
Electronics Retail
44.5%
Retail Entertainment


CTR ER VCR
CTR Per Quarter 2012 CTR peaked
in Q4 at 2.17%. Branded Overlay 0.28% n/a n/a
2.50% 2.17%
2.07% Interactive Overlay 0.81% 0.92% n/a
2.00% 1.84%
1.51% Standard Pre-Roll 2.15% n/a 66%
1.50%
1.00%
Ad Selector 1.90% 3.44% 55%
0.50%
0.00%
Overall 1.98% 2.47% 63%


About the AdoTube In-Stream Ad Format Index

This format index provides an overview of the effectiveness of our many different in-stream video ad formats . It
includes data across over 9,500 campaigns and more than 13.5 billion impressions from Q1’2010 through Q4’2012.

Process:

We collected and analyzed data from a sample of over 13.5 Billion impressions deemed to be statistically
relevant, taking advertising verticals, video content and targeting technique into account. This was then split into four
distinct categories:

• Branded Overlay

• Interactive Overlay

• Standard Pre-Roll

• Polite Pre-Roll®

• Interactive Pre-Roll

Additionally, we broke these results out over 17 verticals to analyze performance on an industry by industry basis.

The following data points are based on results derived from the AdoTube Network only and do not represent the in-
stream ad space as whole.

© 2013 AdoTube, Inc. – All Rights Reserved 36
36

Glossary

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 multiple interactive elements such as social
networking/sharing, store locator, a game, a video, etc.

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

Close Rate: The percentage of people who close the Ad-Unit

Re-Engagement Rate: The percentage of people who closed an Ad-Unit only to later, Re-Engage with the unit.

Navigated Away/Abandonment Rate: This is the approximate number of viewers who did not engage with the ad

nor view it till its completion.

© 2013 AdoTube, Inc. – All Rights Reserved 37
37

AdoTube_2012 Global Format Index

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Notes de l'éditeur