Entertainment barometer by Teads - an analysis of video advertising trends across the major gaming, VOD and theatrical brands. Own technology through the Teads Labs.

1. Entertainment
Barometer
FEBRUARY 2016
January data

2. 1. METHODOLOGY AND KEY TAKE-OUTS
2. THEATRICAL & VOD
Overview

3. • Global leaders in native video advertising
• Proven by Millward Brown’s ad Outstream and Instream Ad Effectiveness
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• Highly scalable, premium advertising solution
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Teads

4. The Teads Labs
Teads’ Labs collects and assembles data from a variety of video-sharing
websites and online social networking channels.
The global data is analysed to create video rankings based on a numerous
parameters linked to each brand channel including: the number of total
views, number of total videos, video length, shares, comments, likes,
dislikes and interaction rates.
The regular analysis on branded videos provides world-wide business
and consumer trends and related opportunities for brands to understand
the video landscape of a particular category in a specific time frame.
For recommendations or further insights, please contact:
Director of Content & Insights, UK/International
Charlotte Diemer: charlotte.diemer@teads.tv
Client Analyst
Ana Cristina Da Silva: ana.dasilva@teads.tv
Methodology and Glossary

5. CHANNELSTIME
LABS
SNAPSHOT
ENTERTAINMENTBRANDS
SCORERANKING
Data shows a snapshot in
time; at the point of the
presentation, stats may
have increased
substantially.
Global, UK, France,
Germany, Italy, Spain,
USA, Mexico, Argentina,
Brazil, Colombia
The data is extracted
and manually evaluated
through the Teads Labs
technology
Interaction rate =
Facebook & YouTube
Interactions / YouTube
views
Aggregated rank = views
+ interaction rate score
Only videos with more
than 30k views were taken
into account to calculate
interaction rates
Data from
January 2016
1st – 31st of January 2016
Theatrical &
VOD
Ranking per
• Views from YT
• Interaction rate
• Aggregated views
& interactions
22
Brands
961
Videos
132,131,013
Views
2,812,456
Interactions

6. Views
YouTube views
Interactions
YouTube likes and comments + Facebook comments and
likes
Interaction rates
Interactions (YouTube likes and comments + Facebook
comments and likes) per views (YouTube views).
Activity
Facebook posts + Instagram videos + YouTube videos
Performance
YouTube (views+ comments + likes) + Facebook (shares+
likes + comments) + Instagram (likes + comments)
Popularity
Facebook fans + YouTube subscribers
Share of Views
Brands’ YouTube views / Total YouTube views
Share of Interactions
Brands’ interactions (YouTube likes and comments +
Facebook posts) / Total interactions
BRANDS*GLOSSARY
THEATRICAL & VOD
*Note: The brands not displayed on the charts either didn’t have any activity on the
analysed channels or were not considered due to their low performance
Teads analysed 22 brands

7. Warner Bros ranks best on Theatrical and Netflix on VOD
- DreamWorks was the most active brand but Warner Bros has the highest
share of views and interactions
- Great performance for trailers anticipating big releases over 6 months away
(“Conjuring 2” and “Suicide Squad” both published by Warner Bros)
- Lower interaction rates compared to VOD (2% interaction rates in Theatrical
videos vs. 4% on VOD)
- Netflix performed best by views and interactions with 33 published vs. a
total of 447 videos in VOD)
- Fox was the most active brand (30% of total share of videos)
- Trailer videos re-launching previous hits have the highest number of views
(“Fuller House” by Netflix is a sequel of the sitcom hit ”Full House” showing
on TV between 1987–95)
- Trailers of upcoming comedies get highest interaction rates (“Hannibal
Buress” and “Tom Segura” by Netflix)
Theatrical VOD
Best performances Best performances
15 brands
514 videos
106,548,928 views
2,143,308 interactions
7 brands
447 videos
25,582,085 views
669,148 interactions
1. KEY TAKE-OUTS

8. • Best performing videos are teasers of
the most exciting scenes of each
episode of a series.
• Brands are more active than ever,
releasing daily videos to incentivise
users to watch the latest released
episodes.
• Fox published 28 “Hell’s Kitchen” videos
of less than 1 minute each, teasing each
one of the episodes to keep users on
top of the newest events of the show.
To create awareness around a new
film/series, the trend is to use a text box on
the foot of the ad sharing the release date
during the entire ad in a non-intrusive way.
The teaser “It’s the Flamingo, Isn’t It? -
Marvel’s Agent Carter Season 2, Ep. 1” is
a good example of how to share subtle
details of the series. The ad shows the title
of the series and the premier date in grey
letters on the bottom of the ad.
The teaser “Hell’s Kitchen: Opening
Sequence from "18 Chefs Compete” also
presents the data in the first seconds of the
video.
• Upcoming film/TV series trailers have
extraordinary performance over half a
year before the film/TV series goes live
(“Suicide Squad” to be released and
“The Get Down Sizzle”, both to premier
in August 2016)
• Sequel trailers perform best by views
and interaction rates when published
one month before the release date
(“Hell’s Kitchen” season 15 premieres
on January 15th or “Hannibal Buress” to
be released on the 5th of February).
Sequels, revival and current issues drive engagements
Teasing each episode Interactive buttons
• Best performing videos share the
secrets that make a good film or TV
series.
• Rehearsals and “In the studio with” work
very well in TV series videos such as
“The Grease Live” by Fox.
• Other example is “What you’re
supposed to do when you’re a comic”
promoting American comedian Tom
Segura’s show.
• Trending videos feature characters from
films/TV shows creating awareness for
global issues.
• The ad “Deadpool - Gentlemen, Touch
Yourself Tonight” for instance aims at
creating awareness for the risk of men
having testicular cancer.
Social issues
• The most awaited films and best
performers by views are successful
sequels (“The Conjuring 2”,“Neighbors
2” and “Marvel's Daredevil”, Season 2).
• American sit-com “Fuller House” is a re-
launch of Full house and “Zoolander 2”
comes back to theatres after the first
film was released 15 years ago.
• “Sesame street” is also going to be on
TV after more than 45 years since their
first appearance in the 10th of
November, 1969.
Rediscovering the sequel
Half year before the release date
Behind the scenesContent
Format
1. KEY TAKE-OUTS

9. Highest interaction rates for VOD but most views for Theatrical
• Over 100 million views in Theatrical especially thanks to
Warner Bros, Paramount and Universal Pictures.
• VOD outperforms Theatrical by interaction rates thanks to Fox
and Netflix’s videos but has lower number of interactions
(669,148 VOD interactions vs. 2,143,308 Theatrical videos’
interactions)
• DreamWorks, Miramax and 20th Century have the highest
number of Theatrical videos. Fox is the most active brand
across categories with 293 videos and 31% share in total
videos.
SHARE OF VIEWS
AVERAGE INTERACTION RATE
SHARE OF VIDEOS
1. KEY TAKE-OUTS
Theatrical
53%
VOD
47%
VOD
19%
Theatrical
2.4%
4.0%
Theatrical
VOD

10. 1. METHODOLOGY AND KEY TAKE OUTS
2. THEATRICAL & VOD
Overview

11. 961 videos in Theatrical & VOD
• Fox is the most active brand with 57 videos to promote
the upcoming “Grease Live”, 42 videos to announce
episodes from “Masterchef” series and 28 videos of
“Hell’s Kitchen’s” episodes.
• Warner Bros only published 14 videos but has the
highest share of views and share of interactions (39%
share of views and 41% share of interactions).
• High levels of activity, share of views and share of
interactions for DreamWorks and 20th Century Fox
(over 13% share of views and over 12% share of
interactions altogether).
Videos
1
2
3
4
6
8
11
14
16
27
33
37
42
48
48
49
51
54
59
72
83
293
2. THEATRICAL &
VOD
30.5%
8.6%
7.5%
6.1%
5.6%
5.3%
5.1%
5.0%
5.0%
4.4%
3.9%
3.4%
2.8%
1.7%
1.5%
1.1%
0.8%
0.6%
0.4%
0.3%
0.2%
0.1%
0% 5% 10% 15% 20% 25% 30% 35%
Fox
Dreamworks
Miramax
20th Century Fox
Fandango
Eone
HBO
Amazon
Paramount
Lionsgate
Universal Pictures
Netflix
Marvel
Hulu
Warner Bros
Imax
Anchor Bay
Sky
Sony Pictures
Disney
Virgin Media
Pixar

12. 39.1%
11.3%
11.2%
10.8%
7.3%
6.3%
4.2%
3.4%
2.9%
2.0%
0.7%
0.2%
0.2%
0.2%
0.1%
0.1%
Warner Bros
Paramount
Universal Pictures
Netflix
Dreamworks
20th Century Fox
Lionsgate
HBO
Hulu
Fox
Marvel
Amazon
Fandango
Disney
Eone
Imax
41.3%
16.9%
8.8%
8.0%
4.7%
4.2%
4.0%
3.7%
3.5%
1.6%
1.6%
0.8%
0.4%
0.2%
0.2%
0.1%
0.1%
Warner Bros
Netflix
20th Century Fox
Universal Pictures
Paramount
Disney
Fox
Marvel
Dreamworks
Hulu
Lionsgate
HBO
Amazon
Fandango
Sony Pictures
Imax
Eone
With only 14 videos published, Warner Bros outperforms competitors
• Highest share of interactions for
Warner Bros thanks to 2 main
videos
• Warner Bros, Paramount and
Universal Pictures hold together
62% share of total views and 54%
share of interactions
• Netflix ranks 1st by views and
interaction rates in VOD
• The VOD category has 19% share
of total views (vs. 81% Theatrical
share of views) and 23% share of
total interactions vs. (77% share of
views for Theatrical videos)
SHARE OF VIEWS SHARE OF INTERACTIONS
2. THEATRICAL &
VOD

13. • Warner Bros published 2 of the 5 best videos by views: one is the official trailer of the upcoming American superhero film based on the DC Comics, “Suicide Squad” to be
released on the 4th of August; the other is the trailer of the upcoming American supernatural horror film, “Conjuring 2” to be released on the 30th of October. Both videos gather
44,028,743 views altogether (33% share of total views).
• Fox and Netflix published the best performing videos by interaction rates. The best video by interaction rates is a 38 second trailer of the stand up comedy series “Hannibal
Buress” published by Netflix 1 month before its premier date on the 5th of February.
Sky-high interaction rates for VOD with Netflix and Fox leading the charts
BEST VIDEOS IN VIEWS BEST VIDEOS IN INTERACTION RATES
2. THEATRICAL &
VOD
* Became private video on YouTube
Only videos with more than 30k views were taken into account.
33,774,767
10,253,976 8,697,142 6,947,644
3,334,457
2.2%
1.8%
2.8%
1.7%
0.5%
0%
1%
1%
2%
2%
3%
3%
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
Suicide Squad -
Official Trailer 1
Neighbors 2 -
Official Trailer
The Conjuring 2
- Official Teaser
Trailer
10 Cloverfield
Lane Trailer
(2016)
Gods of Egypt
(2016 Movie -
Gerard Butler)
Official TV Spot
– “Adventure”
02:32 02:33 02:33 01:44 00:31
Warner Bros Universal
Pictures
Warner Bros Paramount Lionsgate
20/01/2016 19/01/2016 07/01/2016 15/01/2016 23/01/2016
Views Interaction rates
70,761
37,302
46,918
75,677
85,446
31.7%
20.9% 19.5%
16.5%
11.7%
0%
5%
10%
15%
20%
25%
30%
35%
Hannibal Buress:
Comedy
Camisado - Main
Trailer - Netflix
Hell's Kitchen |
First Look: Hell's
Kitchen Season
15
Tom Segura:
Mostly Stories -
Main Trailer -
Netflix
Grease: Live|
Soundtrack
Recording
Session With
Jessie J *
Grease: Live | In
The Studio With
Jessie J *
00:38 01:36 01:19 02:21 01:21
Netflix Fox Netflix Fox Fox
18/01/2016 06/01/2016 04/01/2016 28/01/2016 22/01/2016
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Interaction rates Views

14. 815,469
621,132
266,911
197,963
155,457
85,446 75,677 70,761 46,918 37,302
7.5%
6.9%
6.8%
7.5% 8.6% 11.7%
16.5%
31.7%
19.5% 20.9%
0%
5%
10%
15%
20%
25%
30%
35%
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
The Get Down
Sizzle
The Revenant
| "A World
Unseen"
Documentary
Grease: Live|
Rehearsals
Have Begun!
Deadpool -
Gentlemen,
Touch Yourself
Tonight
Marvel's
Daredevil -
Season 2
Grease Live |
In The Studio
With Jessie J
Grease Live|
Soundtrack
Recording
Session With
Jessie J
Hannibal
Buress:
Comedy
Camisado -
Main Trailer
Tom Segura:
Mostly Stories
- Main Trailer
Hell's Kitchen |
First Look:
Hell's Kitchen
Season 15
02:59 44:25 01:32 01:14 01:40 01:21 02:21 00:38 01:19 01:36
Netflix 20th Century
Fox
Fox 20th Century
Fox
Marvel Fox Fox Netflix Netflix Fox
06/01/2016 21/01/2016 16/01/2016 28/01/2016 07/01/2016 22/01/2016 28/01/2016 18/01/2016 04/01/2016 06/01/2016
12/08/2016 08/01/2016 31/01/2016 10/02/2016 18/03/2016 31/01/2016 31/01/2016 05/02/2016 08/01/2016 15/01/2016
Views Interaction rates
Behind-the-scenes and long-form content drive engagement
• Trailers, soundtracks, behind the
scenes and documentaries make the
best performing videos by combined
views and interaction rates.
• Nine out of the ten best videos by
combined views and interaction rates
are trailers to be released in the next 3
months after January.
• The 2nd video by combined views and
interaction rates is a long
documentary (44 minutes) of the 2h
36 minute film directed by the
Academy award winning Alejandro G.
Iñárritu.
• The best performing video by
combined views and interaction rates
is a teaser of the upcoming TV series
“The Get Down Sizzle” to be
released on the 12th of August 2016
(USA).
2. THEATRICAL &
VOD
• Only videos with more than 30k views were taken into account.
• Combined views & interaction rate videos are calculated weighing 60% views and 40% interaction rate.
BEST VIDEOS BY COMBINED VIEWS AND INTERACTION RATES
Premier
date:
Video
published:

15. Humour & irreverence with Suicide Squad and Hannibal Buress
Suicide Squad - Official Trailer 1
Best in views
Hannibal Buress: Comedy Camisado - Main
Trailer - Netflix
Best in interaction rate
Views: 70,761
Interactions: 22,426
Interaction Rate: 31.69%
Length: 0’38
Published: 18/01/2016
TV Series’ release date: 05/02/2016
Views: 33,774,767
Interaction Rate: 2.2%
Length: 2’32”
Published: 20/01/2016
Film’s release date: 04/08/2016
2. THEATRICAL &
VOD

16. Number of videos released (monthly) UK Film release date US Film release date
7 months before release, Suicide Squad gets highest number of views
3,461,759 views in January
1,270,460 views in January
33,774,767 views in January
12.02.161
12.02.16
18
2016
23 15.01.168.01.16
Oct Nov Dec Jan Feb Mar Apr May June Jul Aug
2016
Oct Nov Dec Jan Feb Mar Apr May June Jul Aug
2016
Oct Nov Dec Jan Feb Mar Apr May June Jul Aug
3 05.08.16
05.08.16

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