YuMe Online Video AnalysisC R E A T I V E B E S T P R A C T I C E S A N D M E D I A T A C T I C S F O R O N L I N E V I D E O

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What We Know About Online Video

Source: DL /TubeMogul Industry Report: State of Online Video: http://www.dynamiclogic.com/docs/white-paper-pdfs/2011/03/22/whitepaper_dl_tubemogul_apr2010.pdf

The State ofOnline Video

To Repurpose, or not to

Repurpose?• Online Video has performed above the

industry standard for display advertising

• Video has shown it can be more efficient than other formats on Awareness and Brand Favorability

• The narrative power of video lends itself well to creating relevant, distinctive, and emotionally resonate ads

• The extent of branding power will rely on content quality, perceived value proposition, authenticity, and relevancy

• The optimal content source to use will vary, dependent on each campaign’s goals

• Repurposed TV spots can build on offline initiatives, further increasing awareness or messaging

• Web original video content is most efficient at influencing perceptions and purchase decisions by providing useful information or entertainment value

• Elements such as interactivity, video length, types of sites, targeting and delivery methods are strong differentiating factors in completion rates and achieving positive branding effects

Aided B

rand A

ware...

Online A

d Aware

...

Messa

ge Asso

ciation

Brand F

avora

bility

Purcha

se

Inten

t

2.9*

7.3*

3.8*2.3*

1.3*2.2*

4.4*

2.3* 1.7* 1.3*

In-stream vs. In-BannerIn-Stream In-Banner

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In-stream video formats are typically more effective than in-banner formats

Statistically significant difference between control and exposed group at a 90% confidence level

Source: Dynamic Logic’s 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 videos are able to utilize narrative power of video to make a brand impact, within a highly visible placement

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In-stream video tends to outperform other media, especially in building awareness and favorability

2.9*

7.3*

3.8*

2.3*1.3*

2.5*

5.3*

3.1*

1.4* 1.3*1.9*

3.7*

2.1*1.2* 0.9*

Ad Format

In-stream Video

Rich Media (no video)

Flash

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* Statistically significant difference between control and exposed group at a 90% confidence level

Source: Dynamic Logic’s 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

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Interactivity enhances ad breakthrough and message takeaway

* Statistically significant difference between control and exposed group at a 90% confidence level

Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Interactive N= 444 campaigns, n= 432,206 respondents; Non-interactive N= 309 campaigns, n= 309,935 respondents; Percent Impacted = Exposed - Control

1.3*

3.0*

1.3*

0.5* 0.8*

1.4*

2.3*

1.0*0.4

0.7*

InteractivityInteractiveNon-Interactive

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• Interactive video elements are attention-grabbing, which promotes breakthrough and supports awareness building goals

Aided Brand Awareness Online Ad Awareness Purchase Intent

0.7*

3.2*

0.1

4.6*

8.2*

-0.2

Exposure Frequency1-2 3+

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Additional exposures help to build awareness, but do not necessarily build purchase intent

* Statistically significant difference between control and exposed group at a 90% confidence level

Source: Dynamic Logic’s 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

• Other strategies, such as demo targeting and creative optimization, may ultimately be more productive strategies specifically to boost persuasion

• This suggests some advertisers and agencies who are focused on persuasion may choose to frequency cap at lower exposure levels and instead maximize reach

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Demo targeting helps repurposed creative deliver towards brand awareness and breakthrough goals

* Statistically significant difference between control and exposed group at a 90% confidence level

Source: Dynamic Logic’s 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

Aided Brand Awareness Online Ad Awareness Purchase Intent

1.4*

3.4*

0.9*

2.5*

5.7*

1.2*

Demo TargetingOut of target (demo)

In-target (demo)

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• Conventional TV spots are typically produced with a specific demo target in mind, which may align well with digital demo targeting options

Aided B

rand A

warene

ss

Online A

d Aware

ness

Messa

ge Asso

ciatio

n

Brand F

avora

bility

Purcha

se In

tent

2.3*

5.5*

2.8*1.6* 1.4*

2.7*

5.1*4.4*

2.1*1.3*

Length11-20 seconds21 - 30 seconds

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Short-form creative is typically more memorable, but long-form is better for awareness

* Statistically significant difference between control and exposed group at a 90% confidence level

Source: Dynamic Logic’s 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

• Long-form videos may have an advantage in promoting certain brand goals such as brand awareness and messaging, but this advantage should be balanced against the lower completion rate and higher average cost for longer videos

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Questions to ask when deciding to use repurposed or web-original creative• Often, a decision to use a repurposed video creative is based purely on access:

advertisers and agencies who have a TV asset will reuse it because of limitations in their budget or time to launch.

• However, the campaign goals should also be considered when making creative choices

Is there time/budget

to create new

content?

Repurpose television content

Campaign goal?

Develop original content

No

Yes

Build Awareness

Increase Persuasion

Align with offline/ Improve Breakthrough

2.4*2.9*

1.8* 1.8*1.2*

0.8*

4.0*

1.5*

0.40.2

Content SourceWeb OriginalRepurposed

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Web original creative tends to perform better on most brand metrics, particularly persuasion

* Statistically significant difference between control and exposed group at a 90% confidence level

Source: Dynamic Logic’s 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

• Web original creative can be customized to align with specific placements or targeting tactics, improving perceived relevance which is a key driver of persuasion

• However, repurposed videos have an advantage in ad breakthrough, leveraging offline initiatives and prior familiarity with the ad

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Media strategies for repurposed video creativeThe following chart is based on average in-market performance for repurposed videos and is intended as a guide to help advertisers and agencies optimize repurposed videos to reach specific campaign goals:

Primary Campaign Goal

In-stream vs. In-banner

Interactivity

Frequency

Targeting

Length

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.

Building Awareness

In-stream with companion

Add interactivity

Maximize frequency at or above 3 exp.

Demo target

30 sec

Achieving Breakthrough/

Communicating Messaging

In-stream with companion

Add interactivity

Maximize frequency at or above 3 exp.

Demo target

15 sec

Increasing Persuasion

In-stream with companion or in-

banner

Add interactivity

Frequency cap to 1, focus on reach

Demo target

30 sec

Aided Brand Awareness Purchase Intent

0.9*0.40.6

-1.1*

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

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Thorough branding is critical for campaign success

* Statistically significant difference between control and exposed group at a 90% confidence level

Source: Dynamic Logic’s 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

• The stakes are high for repurposed videos, as insufficient branding can actually make a video significantly less persuasive

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keep: cut:3rd party or competitor brands that can cause confusion

Product shots and similar branded elements

Human presence, especially for niche audiences

Secondary and other messaging (or move to interactive elements)

Primary messaging

Content that is less emotional involving, particularly in the initial frames

add: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

Creative strategies for repurposed video adsAdvertisers and agencies seeking to reuse their television creatives may need to add elements to optimize for the online environment. Those looking to reduce video length (e.g., from :30 to :15), will need to carefully evaluate what to retain or remove. The following strategies may be helpful as guidelines for this process.

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.