Video Advertising Effectiveness Case Studies

A Selection of comScore‟s Findings from 2010

Tuesday, December 7th, 2010

Toby Crisp, Marketing Solutions Manager, comScore
Agenda

 Introduction

 Case Study One - .FOX

 Case Study Two – VideoEgg

 Case Study Three – ViVaKi

 Summary

© comScore, Inc. Proprietary. 2

Agenda

– Introduction

 Case Study One - .FOX

 Case Study Two – VideoEgg

 Case Study Three – ViVaKi

 Summary

© comScore, Inc. Proprietary. 3

Global Brands and Agencies Demand a Global Solution

Over 2 million panelists are key to comScore‟s measurement quality

43 Individually Reported Countries – 231 Countries with Panelists Present

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What This Means…

 comScore can tell you about audiences from a people perspective

 We know: who our panelists are

where our panelists are
where our panelists go
what our panelists see

 On multiple mediums

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We‟ve Been Reporting on Online Video in the UK for FOUR Years!!!

Unique Viewers
35
Millions

30
Oct „10 – 31.6m
video viewers

25

Jan „07 – 23.7m

20 video viewers

15

10

© comScore, Inc. Proprietary. 6 Source: comScore Video Metrix, October 2010, Viewers aged 15+
During Which Time the Number of Videos Viewed has Increased
Almost Fourfold!

Videos Viewed
7
Billions

5
Oct „10 – 6.0bn
video views
4
Jan „07 – 1.6bn
video views
3

© comScore, Inc. Proprietary. 7 Source: comScore Video Metrix, October 2010, Viewers aged 15+
 comScore‟s Newest Development – Ads Vs. Content

US – Data Released – Oct: 12.8% of all video views were ads

UK – Data Released with November Data – Preview for Oct: 4.9% of all video
views were ads
© comScore, Inc. Proprietary. 8
Agenda

 Introduction

– Case Study One - .FOX

 Case Study Two – VideoEgg

 Case Study Three – ViVaKi

 Summary

© comScore, Inc. Proprietary. 9

The .FOX U.K. Ad Studies

Objective:
Partnering with .FOX Networks, comScore examined the effectiveness of display vs.
video ad formats as well as the frequency of exposure to the campaign ads

Methodology:
Four U.K. campaigns were examined from different sectors (Travel, Finance,
Government and Utilities) comprising over 300 million impressions served to U.K.
Internet users across various ad formats. We used our panel of 70,000 U.K. Internet
users to passively track online behaviour to understand the impact of advertising on
specific activities linked to campaign effectiveness over time, namely:

-- Advertiser Site Visitation

-- Trademark Search Queries

© comScore, Inc. Proprietary. 10

Reach & Frequency Information by Campaign

Overall Average Online Gross

Campaign Campaign Frequency of Rating Points
Reach Exposure (GRPs)

Finance 8.2m (23%) 3.5 82

Travel 26.4m (72%) 5.6 405

Public Sector 22.8m (62%) 6.5 403

Utilities 16.9m (46%) 6.0 276

© comScore, Inc. Proprietary. 11

Video and Display Advertising Each Successfully Increased the
Number of Visitors to the Advertisers‟ Sites

Absolute Percentage Point Lift in Site Visitation

Since Initial Exposure to Ad
Exposed Group vs. Control

Video only Display only

3.3%
2.9% 1.6%
2.5% 1.4%
1.9% 1.1%

0.7%

Wk 1 Wks 1-2 Wks 1-3 Wks 1-4 Wk 1 Wks 1-2 Wks 1-3 Wks 1-4

Campaign Breakout:
Video Only: Financial
Display Only: Travel, Utilities & Public Sector

© comScore, Inc. Proprietary. 12

Video and Display Advertising Each Successfully Increased the
Number of Campaign Search Queries

Absolute Percentage Point Lift in Campaign Search Term Reach

Since Initial Exposure to Ad
Exposed Group vs Control Group

Video only Display only

2.1%
1.6%
1.5% 1.3%
1.2% 1.0%
0.9% 0.6%

Wk 1 Wks 1-2 Wks 1-3 Wks 1-4 Wk 1 Wks 1-2 Wks 1-3 Wks 1-4

Campaign Breakout:
Video Only: Financial
Display Only: Travel, Utilities & Public Sector

© comScore, Inc. Proprietary. 13

Within the Public Sector Campaign, Video Generated Higher Lifts than Did
Display

Absolute Percentage Point Lift in Absolute Percentage Point Increase in

Site Visitation Campaign Search Term Reach
Exposed Group vs. Control Group
Exposed Group vs. Control
Display Only Video Only
Display Only Video Only

0.95%
2.70%
0.74%

1.39%

Wks 1-4 Wks 1-4

© comScore, Inc. Proprietary. 14

Site Visitation Climbs Steadily With Increased Display Exposures, While
Video Has a More Immediate Impact With Fewer Exposures

Absolute Percentage Point Lift in Site Visitation

Exposed Group vs. Control

Video only Display only

4.3% 3.8%

3.3%
2.9%
2.4%

1.2%

1-5 exposures 6-9 exposures 10+ exposures 1-5 exposures 6-9 exposures 10+ exposures

Campaign Breakout:
Video Only: Financial
Display Only: Travel, Utilities & Public Sector

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Agenda

 Introduction

 Case Study One - .FOX

– Case Study Two – VideoEgg

 Case Study Three – ViVaKi

 Summary

© comScore, Inc. Proprietary. 16

Study Objectives

VideoEgg and comScore designed a large scale research study to

understand the brand value of VideoEgg’s rich media ad units and
how the ads are impacted by the environment :

How do VideoEgg ad units compare to standard banner ads on impacting brand

lift?

How does performance change with ad engagement?

Can a great ad unit perform well regardless of environment? How do VideoEgg

ad units perform on well-known sites, smaller contextually relevant and Non-
Contextual sites?

© comScore, Inc. Proprietary. 17

Methodology
comScore panelists were invited via email to participate in survey. They were
screened and given instructions to view page content on a website.

Study participants are taken to a “non live” website.

• Brand name
• Contextually relevant
• Non-Contextual

While viewing the page, study participants are

exposed to advertising units:
• AdFrames
• Video Interstitial
• AdFrames + Video Interstitial
• Standard Banner

AdFrames Video Interstitial Standard Banner

User engagement with the AdFrames ad units were measured

© comScore, Inc. Proprietary. 18

VideoEgg Ad Units Outperform the Standard Banner
on Ad Recall

Unaided and aided recall among those exposed to Video Interstitial units was 1.5x standard ad banner;
On average, recall was twice as high among those exposed to AdFrames ads.

Average Index for All Campaigns

Versus Standard Banner

Banner
Index
100

Top-of-Mind Ad Recall: Unaided Ad Recall:

Aided Ad Recall: Which of the
What ads do you recall What ads do you recall
following ads do you remember
seeing on the site? (first seeing on the site? (all
seeing on the site?
mention) mentions)

© comScore, Inc. Proprietary. 19

Video Interstitial Units Followed by AdFrames are Even More
Memorable

Allowing for deeper engagement after a Video Interstitial ad increased total

unaided and aided recall to 2.5x the recall of standard banners

Average Index for All Campaigns

Versus Standard Banner

Banner
Index
100

Top-of-Mind Ad Recall: Unaided Ad Recall:

Aided Ad Recall: Which of the
What ads do you recall What ads do you recall
following ads do you remember
seeing on the site? (first seeing on the site? (all
seeing on the site?
mention) mentions)

© comScore, Inc. Proprietary. 20

Nearly All of Those Who Engaged With AdFrames Recalled the Ad

Those who engaged with the VideoEgg ads were 6X more likely to mention the advertiser
FIRST for unaided recall, and 4x as likely to remember the ads on an aided basis

Average Index for All Campaigns

Versus Standard Banner

10.5% of users exposed to AdFrames

engaged with the ad

Banner
Index
100

Top-of-Mind Ad Recall: Unaided Ad Recall:

Aided Ad Recall: Which
What ads do you recall What ads do you recall
of the following ads do
seeing on the site? (first seeing on the site? (all
you remember seeing
mention) mentions)
on the site?

© comScore, Inc. Proprietary. 21

Ad Engagement Increases Key Brand Perceptions

Across all six advertisers, we saw a positive shift in brand perception among all 46
attributes tested (with 26 being statistically significant). On average, we saw an increase of
48% in top two box positive brand associations among engagers.

Select Attributes – Index Engagers to Non-Engagers

295 288

195 193
Non- 169
Engagers
= 100

is exciting thrilling make sense for my home is for people like me are cool

© comScore, Inc. Proprietary. 22

Insights and Implications:
Brand Impact of Engagement

Top-of-Mind Ad Recall
Observation: What ads do you recall seeing
on the site? (first mention)
VideoEgg pioneered Cost Per
Engagement because they
believe engagement is what truly
drives brand metrics. Now we
have definitive proof.

Implication:
Engagement strategies are
critical to ad effectiveness.

© comScore, Inc. Proprietary. 23

Agenda

 Introduction

 Case Study One - .FOX

 Case Study Two – VideoEgg

– Case Study Three – ViVaKi

 Summary

© comScore, Inc. Proprietary. 24

© comScore, Inc. Proprietary. 25
The Pool – Phase One – Identifying Potential Ad Formats

 ASq – users given a choice from three brands for 10 seconds

 Fusion – pre-roll and overlay on pre-roll

 Rich Playlist – clickable overlay on screen and banner in video playlist

 Animated vChoice – menu billlboard prior to content with interactivity and

„watch an ad‟ option

 Watch or post – To see content user must watch pre-roll or post message
to social network (FB or Twitter)

© comScore, Inc. Proprietary. 26

The Pool – Phase One – Results

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The Pool – Phase Two; Consumer Benefits

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The Pool – Phase Two; Advertiser Benefits

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What does the ASq look like?

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The Pool – Phase Three; Field Research

© comScore, Inc. Proprietary. 31 * Non – Significant Lifts

Agenda

 Introduction

 Case Study One - .FOX

 Case Study Two – VideoEgg

 Case Study Three – ViVaKi

– Summary

© comScore, Inc. Proprietary. 32

Summary

 The US video advertising market is more developed than the UK

 Video advertising works faster and harder than regular display

 Traditional pre-roll ads outperformed by giving consumers choice:

– More engaging video ads, such as VideoEgg’s AdFrames are more likely to
encourage brand interaction and favourability

– The ASq format has additional advantages over other online video formats,
and could be the delivery method that brings video ads to the masses

© comScore, Inc. Proprietary. 33

Questions?

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