6. The Old Way of TV Distribution CONTENT DISTRIBUTION DEVICE 2004 a. New Programs b. Syndication a . Networks & Affiliates b. Cable Networks & MSO Fewer choices for content Scheduled Linear Distributor-Centric TV w/ DVR or VCR
40. Benchmarking: Consumers View 63%+ of a Video Ad Message Source: DoubleClick Rich Media and Video (Klipmart) campaign benchmarks, 30 and 15 second ads only, June-Sept. 2006 Video View Time by Vertical for 30 sec & 15 sec videos Video View Time (seconds) Consumers watch on average 19 sec of a 30 sec video, and 10 sec of a 15 sec video
51. Benchmarking: In-stream CTRs Higher than In-Banner Units Source: DoubleClick Rich Media and Video (Klipmart) campaign benchmarks, on-page plus in-stream ads, June-Sept. 2006 Click-through Rate by Format Click-through Rate * * Note: It is DoubleClick’s supposition that the high click-rates on the floater format is due in significant part to consumers attempting to close the units and missing the close box.