AdoTube Q3 '10 Format Index

AdoTube Q3 2010Format Index

Q3 2010 Key Takeaways

Advertisers Catch On: Interactive Ads on track to double in 2010: Interactive ads grew from 32% in Q2 to 48% in Q3. A big part of this came from Interactive Overlays which jumped from 15% to 25% of ads served.

Interactive Formats drive 237% CTR growth: Average CTRs outgrew preliminary estimates to 1.99%, a 97% increase over Q2 and a 237% increase over the 2009 average.

Brand Engagement Rates hold-steady, averaging a strong 21.6%, ‘09 & ‘10 year-to-date.

Polite Pre-Roll® overtakes Standard Pre-Roll with 70% higher CTR: Polite Pre-Roll CTR increased to 4.54% as the CTR for Standard Pre-Roll dips to 2.67%. Similarly, view-through and retention rates rose slightly for Polite Pre-Roll®, while dipping slightly for Standard Pre-Roll .

CPG makes big push into Video Ads: CPG Advertisements accounted for 30.4% of ads served in Q3 growing 140% over Q2 and 377% over 2009.

Financial/Insurance Ads Engage Video Viewers: A few successful campaigns pushed the engagement rate for the Finance/Insurance vertical to a huge 47.7%.

Creative and Targeting Optimization on interactive ads gives CPG and Web Services an advantage in Q3: With a focus on leveraging AdoTube’s full toolset, CPG and Web Services drove the highest click-throughs this quarter for Interactive Overlays & Pre-Rolls with CTRs of 3.06% and 7.86% respectively.

2© 2011 AdoTube, Inc. – All Rights Reserved

Interactive Continues to Grow & CPG Makes Big Push

Ad Format Growth

Original Q3 expectations were focused on Pre-Rolls. Due to our clients’ overwhelming demand for multiple engaging in-video solutions, interactive formats jumped. This is especially true with Interactive Overlays, which now account for 25% of ads served.

Combined with the Polite Pre-Roll®, interactive in-video ad formats account for 48% of all ads served.

Advertisers Adopt Interactive Formats

Polite Pre-

Roll®17% Interac-

tive Overlay

15%

Branded Overlay

4%

Pre-Roll64%

Q2 2010

Polite Pre-Roll®

23%

Interactive Overlay

25%

Branded Overlay7%

Pre-Roll45%

Q3 2010

Polite Pre-Roll® 11% Interac-

tive Over-lay

12%

Branded Overlay

12%

Pre-Roll66%

Q1 2010

Polite Pre-Roll24%

Interactive Overlay

26%Branded Overlay

20%

Pre-Roll30%

Q4 2010


Average CTR Growth:237% Higher CTR Over 2009 Lead by Interactive Ad Formats

With greater expansion from interactive advertisements such as the Polite Pre-Roll® and the Interactive Overlay, the average CTR grew faster than we were expecting with a 1.99% average CTR, 97% growth over Q2 and 237% over 2009.

4

2009 Q1 2010 Q2 2010 Q3 2010 Q4 20100.00%0.20%0.40%0.60%0.80%1.00%1.20%1.40%1.60%1.80%

Average CTR


Average Engagement Rates

As the number of interactive ads delivered has grown, engagement rates have held relatively steady and in line with 2009, averaging 21.6%

Brand Engagement Rates from Interactive Ads Average a Strong 21.6%

2009 Q1 2010 Q2 2010 Q3 2010 Q4 20100.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Average Engagement Rate


Interactive vs. Branded Overlay vs. Display

Interactive 177% More Effective than Branded, 8X Higher than Display

2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Average 2010

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

CTR - Branded vs. Interactive Over-lay

Rich Media (Video)* - 2009 BrandedInteractive


Polite Pre-Roll® Vs. Standard Pre-Roll in Practice

2009 Q1 2010

Q2 2010

Q3 2010

Q4 2010

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%CTR

Standard Pre-Roll Polite Pre-Roll®

POLITE PRE-ROLL®Quarter View-Thru Rate (25%) View-Thru Rate (100%) Ad Retention Rate

2009 N/A N/A N/A

Q1 2010 48.64% 37.24% 76.56%Q2 2010 47.60% 34.10% 71.64%Q3 2010 48.93% 35.77% 73.10%Q4 2010 53.57% 37.68% 70.34%

Average 2010 49.69% 36.20% 72.91%

STANDARD PRE-ROLLQuarter View-Thru Rate (25%) View-Thru Rate (100%) Ad Retention Rate

2009 59.03% 43.77% 74.15%Q1 2010 57.57% 41.43% 71.96%Q2 2010 58.48% 42.65% 72.93%Q3 2010 56.33% 39.98% 70.97%Q4 2010 59.66% 46.11% 77.29%

Average 2010 58.21% 42.79% 73.46%


Campaigns by VerticalBelow is a cross-section of our top advertising verticals in Q3. This quarter was lead by a surge in CPG advertising growing 140% over Q2 and 377% over 2009 to account for 30.4% of ads served

Alcohol

Electronics

Sports

Web Services & Products

Fashion

Finance/Insurance

Retail

Travel

Entertainment

CPG

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

% of Campaigns by Vertical


Performance by Vertical

Looking at average performance by vertical, year-to-date, we can see that Financial/Insurance ads had an average engagement rate of 47.7% thanks to a few very successful campaigns in Q3. Following that are Entertainment, Web Services, and Gaming with still extremely high engagement rates between 26% and 28%.

In terms of overall CTR web services leads with an avg. 2.41% CTR

Finance & Entertainment Engage Viewers – Web Services & Fashion Drive Clicks

Electronics

Retail

Food Services

Auto

Alcohol

CPG

Gaming


Entertainment

Finance/Insurance

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

Engagement Rate by Vertical

Mobile

Travel

CPG

Sports

Fashion

0.00% 1.00% 2.00% 3.00%

Overall CTR by Vertical


Vertical Performance by Format

Broken out by verticals, the variance in performance for Branded Overlays and Standard Pre-Rolls was negligible in Q3. However, with the Interactive Overlays and the Polite Pre-Roll®, there was a much greater variation between industries due in part to best practices in creative and targeting optimization. For Interactive Overlay, CPG lead with a 3.06% CTR, 124% higher than the next vertical, and with the Polite Pre-Roll®, Web Services had a phenomenal 7.86% CTR, 75% higher than CPG which still had a very respectable 4.39% CTR.

Entertainment

Fashion

Retail

CPG


0.00% 2.00% 4.00% 6.00% 8.00%

CTR for Polite Pre-Roll® by Vertical

Retail


Sports

Electronics

CPG

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

CTR for Interactive Overlay by Vertical

CPG and Web Services Lead CTR via Creative and Targeting Optimization


About the AdoTube In-Stream Ad Format Index

AdoTube serves ads on over 5k+ publishers sites and serves over 50MM to 75MM in-video ad impressions per week.

This format index provides an overview of the effectiveness of our many different in-stream video ad formats over 2009, Q1 2010, Q2 2010, and Q3 2010.

Procedure:

We collected and analyzed data from a sample of 1.9 Billion+ impressions deemed to be statistically relevant, taking advertising verticals, video content, and type of targeting into account. This was then split into four distinct categories:

• Branded Overlay

• Interactive Overlay

• Standard Pre-Roll

• Polite Pre-Roll®

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

The following numbers are based on results derived from AdoTube’s Network only and do not represent the in-video ad space as whole.


GlossaryAbout AdoTube

AdoTube is a complete in-stream/in-video solution that enables each part of the industry (agencies, advertisers and publishers) to have easy and efficient access to in-stream ads. AdoTube’s platform includes the Adotube Ad Network, Publisher Management Tool (PUMA), In-Stream Ad Exchange (AdEx), Network Partner Console for third party networks media brokers ,and Creative Services. AdoTube’s complete platform helps each part of the industry to deliver high-quality, in-stream advertising solutions through a quick, easy and cost efficient platform. AdoTube is headquartered in New York, with offices in California and Europe. To learn more about AdoTube, become a partner, or see their solutions for agencies, advertisers, publishers and ad networks, visit www.adotube.com.

Definitions

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 interactive elements such as a game or a video

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

Questions, Feedback, and Media Inquiries:Ephraim Cohen – [email protected]


http://www.adotube.com/

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AdoTube Q3 '10 Format Index