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

Methodology and Data

MarketNorms
6,700+ AdIndex online branding campaigns 9.7 million survey respondents

200,000+ creative executions

Worlds largest digital advertising effectiveness database

What factors help online videos success in-market?

In-stream video formats are typically more effective than in-banner formats
In-Stream vs. In-Banner
7.3*
Percent Impacted
In-Stream In-Banner

4.4* 2.9*

3.8* 2.3* 2.3* 1.7* 1.3* 1.3*

2.2*

Aided Brand Awareness

Online Ad Awareness

Message Association

Brand Favorability

Purchase Intent

*Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics 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

In-stream video tends to outperform other media, especially in building awareness and favorability
Ad Format
7.3*
In-stream Video Rich Media (no video) Flash

5.3*
Percent Impacted

2.9*

3.7*

3.8*

2.5*

3.1* 2.1*

1.9*

2.3*

1.4* 1.2*

1.3* 1.3*

0.9*

Aided Brand Awareness

Online Ad Awareness

Message Association

Brand Favorability

Purchase Intent

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics 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 4

Short-form video ads are typically more memorable, but long-form is better for awareness

84% 74%

15sec 30sec

Length
5.5* Percent Impacted 5.1* 2.8* 4.4* 2.1*

Completion Rate

11-20 seconds 21 - 30 seconds

2.3*

2.7*

1.6*

1.4*

1.3*

Aided Brand Awareness

Online Ad Awareness

Message Association

Brand Favorability

Purchase Intent

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics 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 Completion Rate Source: YuMe, 100% completion rates based on Q3-4 2012 benchmark data. 5

Interactivity enhances ad breakthrough and message takeaway

2.5% 0.6% Interaction Rate

Interactivity
3.0*

Interactive Non-Interactive

Percent Impacted

2.3* 1.3* 1.4* 1.3*

1.0* 0.5* 0.4

0.8*

0.7*

Aided Brand Awareness

Online Ad Awareness

Message Association

Brand Favorability

Purchase Intent

*Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics MarketNorms, Last 3 Years, Q2/2012; Interactive N= 444 campaigns, n= 432,206 respondents; Noninteractive N= 309 campaigns, n= 309,935 respondents; Percent Impacted = Exposed Control Interaction Rate Source: YuMe Q3-4 2012 benchmark data. 6

Additional exposures help to build awareness, but do not necessarily build purchase intent
Exposure Frequency
Percent Impacted
1-2 3+

8.2* 4.6* 3.2* 0.7*

Aided Brand Awareness Online Ad Awareness

0.1
Purchase Intent

-0.2

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics 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 7

Demo targeting helps repurposed video ads deliver towards brand awareness and breakthrough goals
Demo Targeting
5.7*
Percent Impacted
Out of target (demo) In-target (demo)

3.4* 2.5* 1.4*

0.9*

1.2*

Aided Brand Awareness

Online Ad Awareness

Purchase Intent

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics 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 8

Thorough branding is critical for campaign success

Branding
Percent Impacted

Logo Presence (100%) Logo Presence (Partial/0%)

0.9*

0.6

0.4

Aided Brand Awareness

Purchase Intent

-1.1*

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics 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 9

Web original video creative tends to perform better on most brand metrics, particularly persuasion
Content Source
4.0*
Percent Impacted 2.4* 0.8* 2.9* 1.8* 1.5* 1.8* 1.2* 0.4 0.2
Web Original Repurposed

Aided Brand Awareness

Online Ad Awareness

Message Association

Brand Favorability

Purchase Intent

* Statistically significant difference between control and exposed group at a 90% confidence level Source: Dynamic Logics 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 10

Creative strategies for repurposed video ads

keep

cut
3rd party or competitor

add
+

Product shots and similar branded elements Human presence, especially for niche audiences Primary messaging

brands that can cause confusion

Secondary and other

Static brand logos or branding on every frame

Copy to complement voiceover messaging

A strong call to action to take advantage of the online format Interactivity to promote audience engagement

messaging (or move to interactive elements)

Content that is less

emotional involving, particularly in the initial frames

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. 11

Can the performance of repurposed videos be improved?

Original and enhanced versions of a repurposed video ad were copy tested to determine the impact of interactive content
Original Repurposed Video n=100 respondents Interactive Repurposed Video n=100 respondents

Interactive elements were fully functional in the survey environment and linked to product sites

13

Preroll

14

Insync

15

Adding interactive content can provide an opportunity to increase the brands presence
Branding
33
37 C 27

Repurposed Video (A) Interactive Repurposed Video (B) Digital Video Copy Testing Norm (C)

A/B/C = Significantly higher at the 90% confidence level

16

By captivating attention just the presence of interactive elements, may be enough to increase engagement
Having seen the ad, how likely would you be to .
33 AC 21 18 13 20 C 12 9 20AC

10

Net Call to Action (take any action)

Repurposed Video (A)

Click on the ad

Speak to friends and family about the brand

Digital Video Copy Testing Norm (C)

Interactive Repurposed Video (B)

A/B/C = Significantly higher at the 90% confidence level

17

Well branded interactivity may even increase the persuasive power of repurposed ads for low consideration items
Persuasion
11 A

10 A

2
Much more likely to try brand again
Repurposed Video (A) Interactive Repurposed Video (B) Digital Video Copy Testing Norm (C)
A/B/C = Significantly higher at the 90% confidence level

18

By making it the center of attention, visual enhancements could potentially improve a repurposed videos communication ability
Original Repurposed Videos 4 tested n=100 respondents each Visually Enhanced Repurposed Videos 4 tested n=100 respondents each

YuMes InSynch solution can expand a repurposed ads content beyond the video borders and utilize the companion banner as a synchronized second video player

19

Visual enhancements have the potential to help ads capture and maintain consumers attention
Engagement
52 57 C 63 C 52 70 AC 49

Stopping Power

Active Involvement

Repurposed Videos (A) Visually Enhanced Repurposed Videos (B) Digital Video Copy Testing Norm (C)
A/B/C = Significantly higher at the 90% confidence level

20

Visual enhancements are novel and engaging but run a slight risk of adverse effects if not executed correctly
Active Involvement Factors
58 AC 48 48 56

62 AC

58

50 C

54 C 41 14.0

13.0

10

Involving
Repurposed Videos (A)

Unique

Interesting

Irritating
Digital Video Copy Testing Norm (C)

Visually Enhanced Repurposed Videos (B)

A/B/C = Significantly higher at the 90% confidence level

21

Key Takeaways

Repurposed Video Opportunities

Interactivity Drives Brand Lift

Strategic Use of :15 and :30

Repurposed TV advertising can sometimes lack stopping power in online environment, but Steps can be taken to improve the performance of repurposed video including adding interactivity

Add strongly branded interactive elements to a repurposed TV ad Including interactive elements increases brand breakthrough and awareness

:15 are more memorable and achieve higher VCR :30 are able to convey more complex messages and move lower funnel metrics

22