Video ads are also subject to "viewability" issues -- Vindico is reporting from their own data set that in 2013 only 44% of video ads were viewable -- defined as 50% of the ad in view for 1 second.

1. Augustine Fou- 1 -
Dr. Augustine Fou
http://linkd.in/augustinefou
May 2014
Viewability of
Video Ads

2. Augustine Fou- 2 -
56% non-viewable
44% viewable
2013 Full Year Report

3. Augustine Fou- 3 -
Video ads are only 44% viewable (on
average) and only 37% viewable on ad
networks and exchanges.
Video Ad Viewability
Source: Vindico, 2013 Year in Review

4. Augustine Fou- 4 -
100 million impressions
- 56% not viewable
Source: Vindico Year-in-Review 2013
44 million impressions
- 11% bot-generated ad views
Source: TubeMogul 2014, Vindico
39 million impressions
- 23%
ad-blocked by user
Source: PageFair, August 2013
30 million impressions
$8-12 CPM
productive 3.3x higher effective cost
Video Ad Productivity

5. Augustine Fou- 5 -
Digital Video Ad Spend
Source: eMarketer, May 2013
Digital video ad
spend continues to
rise rapidly as more
TV ad dollars shift to
digital.
Because video CPMs
are so much more
lucrative, it is more
lucrative for bad
guys too.

6. Augustine Fou- 6 -
Dr. Augustine Fou – Digital Consigliere
“Over the course of 2013 we saw the
dramatic rise in the number of display and
video ads; however, along with this increase
was a dramatic rise in ad fraud, from fake
impressions or ads that are not viewable.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou

7. Augustine Fou- 7 -
Related Articleshttp://www.slideshare.net/augustinefou/percent-of-digital-budgets-allocated-to-video-ads-
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Augustine Fou- 7 -

8. Augustine Fou- 8 -
APPENDIX

9. Augustine Fou- 9 -
A new study [download page] from
VideoHub indicates that during the first
quarter, average viewability for online
video ads in the US was 83%, although
rates varied widely among properties,
from 43% on the low end to 94% on the
high end. Broadcast TV sites fared best
(89% on average) among property
categories, with networks and
exchanges (73%) bringing up the rear.
Video Ad Viewability
Source: VideoHub August 2013 via MarketingCharts
Q1 2013

10. Augustine Fou- 10 -
Video Ad Viewability
Source: Tremor Video