2. YuMe Online Video Analysis
C R E AT I V E B E S T P R A C T I C E S A N D M E D I A TA C T I C S F O R O N L I N E V I D E O

3. What We Know About Online Video
The State of To Repurpose, or
Online Video not to Repurpose?
• Online Video has performed above the • The optimal content source to use will vary,
industry standard for display advertising dependent on each campaign’s goals
• Video has shown it can be more efficient • Repurposed TV spots can build on offline initiatives,
than other formats on Awareness and further increasing awareness or messaging
Brand Favorability
• Web original video content is most efficient at
• The narrative power of video lends itself influencing perceptions and purchase decisions by
well to creating relevant, distinctive, and providing useful information or entertainment value
emotionally resonate ads
• Elements such as interactivity, video length, types of
• The extent of branding power will rely on sites, targeting and delivery methods are strong
content quality, perceived value differentiating factors in completion rates and achieving
proposition, authenticity, and relevancy positive branding effects
Source: DL /TubeMogul Industry Report: State of Online Video: http://www.dynamiclogic.com/docs/white-paper-
pdfs/2011/03/22/whitepaper_dl_tubemogul_apr2010.pdf
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4. In-stream video formats are typically more
effective than in-banner formats
In-stream vs. In-Banner
In-Stream In-Banner
7.3*
Percent Impacted
4.4*
3.8*
2.9*
2.2* 2.3* 2.3*
1.7* 1.3* 1.3*
Aided Brand Online Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Statistically significant difference between control and exposed group at a 90% confidence
level
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Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; In-Stream Videos
N= 47 campaigns, n= 60,842 respondents; In0Banner N= 447 campaigns, n= 478,655
respondents; Percent Impacted = Exposed - Control

5. In-stream video tends to outperform other
media, especially in building awareness and
favorability
• In-stream videos are able to utilize narrative power of video to make a brand impact, within
a highly visible placement
7.3* Ad Format
In-stream Video
5.3*
Percent Impacted
Rich Media (no video)
3.7* 3.8* Flash
2.9* 3.1*
2.5* 2.3*
1.9* 2.1*
1.4* 1.2* 1.3* 1.3*
0.9*
Aided Brand Online Ad Message Brand Favorability Purchase Intent
Awareness Awareness Association
* Statistically significant difference between control and exposed group at a 90% confidence level
Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2 2012. In-stream Video N = 47, n= 60,842 respondents;
Rich Media N = 2,700, n= 3,078,725 respondents; Flash N = 2,720, n= 3,410,360 respondents.
Percent Impacted = Exposed - Control
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6. Interactivity enhances ad breakthrough and
message takeaway
• Interactive video elements are attention-grabbing, which promotes breakthrough and
supports awareness building goals
Interactivity
Interactive
Non-Interactive
Percent Impacted
3.0*
2.3*
1.3* 1.4* 1.3*
1.0*
0.8* 0.7*
0.5* 0.4
Aided Brand Online Ad Message Brand Favorability Purchase Intent
Awareness Awareness Association
* Statistically significant difference between control and exposed group at a 90% confidence
level
Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Interactive N= 444
campaigns, n= 432,206 respondents; Non-interactive N= 309 campaigns, n= 309,935
respondents; Percent Impacted = Exposed - Control
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7. Additional exposures help to build
awareness, but do not necessarily build
purchase intent
• Other strategies, such as demo targeting and creative optimization, may ultimately be
more productive strategies specifically to boost persuasion
• This suggests some advertisers and agencies who are focused on persuasion may
choose to frequency cap at lower exposure levels and instead maximize reach
Exposure Frequency
1-2 3+
8.2*
Percent Impacted
4.6*
3.2*
0.7*
0.1
-0.2
Aided Brand Awareness Online Ad Awareness Purchase Intent
* Statistically significant difference between control and exposed group at a 90% confidence
level
Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Repurposed Video
Frequency (1-2) N= 84 campaigns, n= 92,673 respondents; Repurposed Video Frequency (3+)
N= 39 campaigns, n= 44,367 respondents; Percent Impacted = Exposed – Control
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8. Demo targeting helps repurposed creative deliver
towards brand awareness and breakthrough goals
• Conventional TV spots are typically produced with a specific demo target in mind, which
may align well with digital demo targeting options
Demo Targeting 5.7*
Out of target (demo)
In-target (demo)
Percent Impacted
3.4*
2.5*
1.4* 1.2*
0.9*
Aided Brand Awareness Online Ad Awareness Purchase Intent
* Statistically significant difference between control and exposed group at a 90% confidence
level
Source: Dynamic Logic’s MarketNorms®, Full dataset through Q22012.
Video In- Demo Target N= 344 campaigns, n= 241,355 respondents; Video Not-in-demo
target N = 282 campaigns, n = 309,070 respondents Percent Impacted = Exposed - Control
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9. Short-form creative is typically more
memorable, but long-form is better for awareness
• Long-form videos may have an advantage in promoting certain brand goals such as
brand awareness and messaging, but this advantage should be balanced against the
lower completion rate and higher average cost for longer videos
Length
5.5* 11-20 seconds
5.1*
Percent Impacted
4.4* 21 - 30 seconds
2.7* 2.8*
2.3* 2.1*
1.6* 1.4* 1.3*
Aided Brand Online Ad Message Brand Favorability Purchase Intent
Awareness Awareness Association
* Statistically significant difference between control and exposed group at a 90% confidence
level
Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; Video: A/V Length
(11-20 seconds) N= 249 campaigns, n= 280,939 respondents; A/V Length (21 - 30 seconds)
N= 132 campaigns, n= 147,692 respondents; Percent Impacted = Exposed - Control
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10. Questions to ask when deciding to use
repurposed or web-original creative
• Often, a decision to use a repurposed video creative is based purely on access:
advertisers and agencies who have a TV asset will reuse it because of limitations in their
budget or time to launch.
• However, the campaign goals should also be considered when making creative choices
Is there
time/budget No
to create
new
content?
Yes
Align with offline/
Build Awareness Improve Breakthrough
Campaign
goal?
Increase
Develop Persuasion Repurpose
original television
content content
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11. Web original creative tends to perform better on
most brand metrics, particularly persuasion
• Web original creative can be customized to align with specific placements or targeting tactics,
improving perceived relevance which is a key driver of persuasion
• However, repurposed videos have an advantage in ad breakthrough, leveraging offline
initiatives and prior familiarity with the ad
Web Original
Content Source
4.0*
Percent Impacted
Repurposed
2.9*
2.4*
1.8* 1.8*
1.5*
1.2*
0.8*
0.4
0.2
Aided Brand Online Ad Message Brand Favorability Purchase Intent
Awareness Awareness Association
* Statistically significant difference between control and exposed group at a 90% confidence
level
Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Overall Web Original N=
218 campaigns, n= 220,681 respondents; Overall Repurposed N= 90 campaigns, n= 102,273
respondents; Percent Impacted = Exposed - Control
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12. Media strategies for repurposed video creative
The following chart is based on average in-market performance for repurposed videos and is intended as a
guide to help advertisers and agencies optimize repurposed videos to reach specific campaign goals:
Achieving
Building Breakthrough/ Increasing
Primary Awareness Communicating Persuasion
Messaging
Campaign Goal
In-stream with In-stream with In-stream with
In-stream vs. In-banner companion companion companion or in-
banner
Interactivity Add interactivity Add interactivity Add interactivity
Maximize Maximize Frequency cap to
Frequency frequency at or frequency at or 1, focus on reach
above 3 exp. above 3 exp.
Targeting Demo target Demo target Demo target
30 sec 15 sec 30 sec
Length
Source: Dynamic Logic Market Norms., Q2 12.
Please note that recommendations refer to typical video performance and are not intended
as a guarantee of in-market performance.
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13. Thorough branding is critical for campaign success
• The stakes are high for repurposed videos, as insufficient branding can actually make a
video significantly less persuasive
Branding
Logo Presence (100%)
Percent Impacted
Logo Presence (Partial/0%)
0.9* 0.6 0.4
-1.1*
Aided Brand Awareness Purchase Intent
* Statistically significant difference between control and exposed group at a 90% confidence
level
Source: Dynamic Logic’s MarketNorms®, Full dataset through Q2/2012; Repurposed
Videos, Logo Presence (100%) N= 52 campaigns, n= 55,460 respondents; Logo Presence
(Partial) N= 37campaigns, n= 45,893 respondents; Percent Impacted = Exposed - Control
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14. Creative strategies for repurposed video ads
Advertisers and agencies seeking to reuse their television creatives may need to add elements to optimize
for the online environment. Those looking to reduce video length (e.g., from :30 to :15), will need to carefully
evaluate what to retain or remove. The following strategies may be helpful as guidelines for this process.
keep: cut: add:
Product shots and 3rd party or competitor Static brand logos or
similar branded brands that can cause branding on every frame
elements confusion
Human Secondary and other Copy to complement
presence, especiall messaging (or move to voiceover messaging
y for niche interactive elements)
audiences
Primary Content that is less A strong call to action to
messaging emotional take advantage of the
involving, particularly in online format
the initial frames
Interactivity to promote
audience engagement
Source: Dynamic Logic Market Norms., Q2 12.
Please note that recommendations refer to typical video performance and are not intended
as a guarantee of in-market performance.
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