1. Video Ad Fraud
Investigation Pt 1
Dr. Augustine Fou
October 2013
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2. Motive of Bad Guys
to Focus on Video Ads
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3. Partner Channels
Source: comScore July 17, 2013
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4. Ad Revenue Share
YouTube Ends The 'Sweetheart Deals'
Enjoyed By TV And Film Studios
YouTube restructured the terms in partnerships it has with TV
networks and major film studios. The new terms put an end to
"sweetheart deals," wherein TV and film producers would keep up to
70% of ad revenues — now their share has been reduced to
55%. YouTube says it hopes to have all its partnerships, which
includes CBS and Warner Bros., transitioned to the new revenue split
by January 2014.
Source: BusinessInsider November 4, 2013
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5. Display and Video Ads
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6. Video Ads Are Lucrative
Video ad CPMs
are $8 $12, which
means they are
more than 10X
more lucrative
than display or
mobile ads.
Source: Turn, Inc.
October 2013
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7. Budget Allocation to Video
Source: AdoTube via MarketingCharts March 2013
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8. Share of Video Ad Impressions
In the UK
Source: Videology, June 2013
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9. What Legit Viral Video
Traffic Curve Looks Like
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10. Improv Everywhere
http://www.youtube.com/watch?v=jwMj3PJDxuo
In the cumulative chart, the initial rise is large and then it flattens out. In the
daily chart, after an initial, large spike the long tail remains low.
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11. Miley Cyrus - Party In The U.S.A.
Same shapes in the curves; this was very mainstream in its heyday and was
shared widely and got tons of rotation on radio.
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12. Space Jump
http://www.youtube.com/watch?v=7f-K-XnHi9I
The cumulative chart shows asymptotic rise and the daily chart shows
asymptotic drop to near baseline. NOTE: the official RedBull video has
statistics turned off so this one was used instead.
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13. Improv Everywhere
http://www.youtube.com/watch?v=yF9FM6KqCu4
In the cumulative chart, the initial rise is large and then it flatens out. In the
daily chart, after an initial, large spike the long tail remains low.
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14. Old Spice Guy
Views supported by TV ads
http://www.youtube.com/watch?v=owGykVbfgUE
Search volume for ―old spice guy‖
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15. What Purchased Video
Views Looks Like
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16. Bruno Mars – Treasure
http://www.youtube.com/watch?v=nPvuNsRccVw
In the cumulative chart, views are perfectly straight line (consistent with a set
amount of purchased views over time). In the daily chart, the traffic remains
―propped up‖ and shows regular spikes; this is inconsistent with naturally occurring
PR or word of mouth generated views.
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17. Ke$ha - TiK ToK
http://www.youtube.com/watch?v=iP6XpLQM2Cs
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18. Cher Lloyd - Want U Back
http://www.youtube.com/watch?v=LPgvNlrBfb0
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19. Macklemore – Same Love
http://www.youtube.com/watch?v=hlVBg7_08n0
When they started buying traffic
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20. Dr. Augustine Fou – Digital Consigliere
“I investigate and expose online ad fraud
– fake display ad views, fake video views,
etc. I advise clients on how to detect and
mitigate wasting budget.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou