Online video ads are proliferating. But a large number of the ad views may actually be caused by bots and not humans. Advertisers should use online video ads for branding, but they should also exercise caution when sourcing such video ad inventory.

1. State of Online
Video Ads
Dr. Augustine Fou
http://linkd.in/augustinefou
December 2013
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Augustine Fou

2. Budget for Online Video Ads
Coming from ...
An October 2013 survey
from Adap.tv and Digiday polled digital and
New budget
marketing professionals to get a bead on the
Where are video ad budgets coming from?video ad industry. They found that
and display
state of the TV, print, From TV ad budgets
From most often
online advertising budgets were display ad budgets
growing at the expense of TV broadcast
budgets, according to brands. In fact, 31% of
brands that responded were planning to shift
their advertising budgets away from broadcast
television and into online video, while 30%
planned to take money away from display
advertising for online video.
Source: Adap.tv and Digiday via MarketingCharts October 2013
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3. Video Ads Per Month
Nov 2013 26.8B video ads per month
Source: comScore, Dec 2013 via MarketingCharts
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4. Reach/Frequency of Ads
Nov 2013 reach = 56% frequency = 155 ads /mo
Source: comScore, dec 2013 via MarketingCharts
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5. Video Ad Viewability
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.
Source: VideoHub August 2013 via MarketingCharts
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6. Most Shared Video Ads
2013
Without further ado, the ads taking up the top
positions this year:
“Real Beauty Sketches” (Dove; 4.24 million
shares);
“Hump Day” (GEICO; 4.03 million);
“Baby & Me” (Evian; 3.34 million);
“Ship My Pants” (Kmart; 3.05 million);
“Yalin” (Cornetto; 2.91 million);
“Brotherhood” (Budweiser; 2.72 million);
“Test Drive” (Pepsi Max; 2.69 million);
“Telekinetic Coffee Shop Surprise”
(MCM/Carrie; 2.17 million);
“Farmer” [Ram Trucks (Chrysler); 1.88
million); and
“The Epic Split feat. Van Damme” (Volvo; 1.82
million).
Source: Unruly Media Nov 2013 via MarketingCharts
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7. Most Viewed Video Ads
2013
The other ads making the leaderboard were (all
view counts as of December 2):
Internet Explorer’s “Child of the 90s” (47.9
million);
Pepsi Max’s “Test Drive” (39.6 million);
PooPourri.com’s “Girls Don’t Poop” (20
million);
Kmart’s “Ship My Pants” (20 million);
GEICO’s “Hump Day” (18.6 million);
Ram Trucks’ “Farmer” (16.6 million);
Volkswagen’s “Get Happy” (14.7 million); and
Audi’s “Prom” (10.7 million).
Source: YouTube Dec 13, 2013 via MarketingCharts
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8. Top Video Ad Properties
Source: comScore December 2013
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9. Video Minutes per User
Source: comScore June 2013
Viewers watched 1,250 minutes
of online video in May 2013
(20.8 hours/mo or 42 mins per
day)
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10. Video Ad Minutes /User
Source: comScore June 2013
Video ads accounted for 27.9
percent of all videos viewed and
2.6 percent of all minutes spent
viewing video online
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11. Video Ads by Format
Source: AdoTube via MarketingCharts March 2013
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12. Video Ad Formats (length)
Source: tnooz.com Feb 2013
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13. Number of Ads per Video
Source: tnooz.com Feb 2013
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14. Video Ad CPMs
Display ad eCPM $1.06 March 2013
Mobile ad eCPM $0.72 March 2013
Video ad eCOM $9.99 March 2013
Source: Turn, October 2013
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15. Video Ad CPMs
Video ad eCPM $24.60 Feb 2012
Source: eMarketer May 2013
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16. Video Ad Dismissal Rates
Source: AdoTube via MarketingCharts March 2013
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17. Performance 0:15 vs 0:30
Source: AdoTube via MarketingCharts March 2013
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18. Related Articles
Display Video Social Mobile CPM Comparison
By: Augustine Fou, August 2013
Video Views vs Video Ad Views
By: Augustine Fou, October 2013
Video Ads vs TV Ads
By: Augustine Fou, April 2012
Video Ad Fraud Investigation, Pt 1
By: Augustine Fou, October 2013
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19. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on using various types of
digital ads optimially – or I assess their
current use and suggest ways to increase
impact and measurable ROI.”
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
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou

20. APPENDIX
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21. Online Video Views by Age
Source: IPG Media Lab and YuMe December 2013
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