The document summarizes key metrics and trends from AdoTube's Q2 2011 advertising reports. It finds that interactive overlays increased to 25% of total ads served, with click-through rates jumping 20% to 2.25%. A new ad format, the Ad Selector, showed promising early results with an 84% video completion rate. Food services advertising increased substantially over the prior year while remaining the second largest ad category after consumer packaged goods.

1. Q2 2011
Format Index
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2. Q2 2011 Key Takeaways
Ad Selector shows promise, Food Services increases investment
Video ads account for close to 60% of all ads served. Interactive Overlays jumped 10
percentage points pulling primarily from Branded Overlays.
Average click-through rates continue to rise - jump 20% to 2.25%.
Interactive ads with engaging bonus features continue to offer nearly twice the clicks
than their branded counterparts.
The Ad Selector format: 84% of viewers who chose their pre-roll advertisement
watched it to completion. The ad also exhibited a 63% view-through rate overall and
a 5.8% click-through rate.
Pre-Roll and Polite Pre-Roll® continue to stay close to a 50% view-through rate.
CPG is still the biggest buyer of advertising inventory, but in second, Food Service
accounts for nearly 15% of ads served this quarter jumping 311% over Q1 and a
nearly 122% jump over Q2 2010.
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3. Interactive Overlays Increase to 25% of Total Ads
Video advertisements continue to dominate, accounting for nearly
60% of ads served
Advertisers start to see the importance of Interactive Overlays – jump
10 percentage points
Q1 2011 Q2 2011
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4. CTR Jumps 20 Percent to 2.25%
Continued growth is attributed to the adoption of high-impact formats
and features, including Polite Pre-Roll®, In-Stream Takeovers,
Expansions, Gaming, Social Media, etc.
Average CTR
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%
2009 Q1 Q2 Q3 Q4 Q1 Q2
2010 2010 2010 2010 2011 2011
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5. CTR - Interactive vs. Branded In-Stream Ads
CTR - Branded vs. Interactive
2.00%
1.80%
1.60%
1.40%
1.20%
1.00%
0.80%
0.60%
0.40%
0.20%
0.00%
2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011
Branded Interactive
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6. Introducing the Ad Selector
The Ad Selector format provides users the
ability to select the brand message,
product, or promotion they are most
interested in
While Ad Selector still represents a small
percentage of overall video ads, it is
Ad Selector expected that this format will continue to
grow in popularity with marketers
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7. In-Stream Video View-Through Rates Strengthen
Ad Selector Shows Tremendous Promise
The Ad Selector offers an overall view-through rate of 63% with an
outstanding 84% retention rate
Polite and Standard Pre-Roll continued to slowly climb around 50%
CTR View-Thru Rate View-Thru Rate Retention
(25%) (100%) Rate
Polite Pre-Roll 3.2% 61% 45% 74%
Pre-Roll 2.1% 65% 51% 78%
Ad Selector 5.8% 74% 63% 84%
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8. Campaigns by Vertical
Food Services increases by 311% since Q1 2011 and 122% from 2010.
Retail, Government, Fashion and Electronics also showed strong growth.
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9. About the AdoTube In-Stream Ad Format Index
AdoTube serves ads on thousands of publishers sites, serving 75 MM to 125MM in-video ad
impressions per week.
This format index provides an overview of the effectiveness of our many different in-stream
video ad formats over 2009, 2010 and Q1-Q2 2011.
Process:
We collected and analyzed data from a sample of over 5.3 Billion impressions deemed to be
statistically relevant, taking advertising verticals, video content and targeting technique into
account. This was then split into four distinct categories:
• Branded Overlay
• Interactive Overlay
• Standard Pre-Roll
• Polite Pre-Roll®
Additionally, we broke these results out over 17 verticals to analyze performance on an industry
by industry basis.
The following data points are based on results derived from the AdoTube Network only and do
not represent the in-stream ad space as whole.
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10. Glossary
In-stream video ad: A video ad that is played or viewed from a video player
Branded Overlay: An in-video advertisement that runs on top of the video content (bottom 1/3 of
the screen) while the video is playing. Clicks-through to a web-site, pausing the video
Interactive Overlay: Similar to a Branded Overlay with multiple interactive elements such as
social networking/sharing, store locator, a game, a video, etc.
Standard Pre-Roll: An in-stream video ad that plays before video playback
Polite Pre-Roll®: A dismissible and retractable in-stream video ad. When dismissed during video
an overlay ad reminds the viewer to watch the ad
Click-Through Rate(CTR): The percentage of viewers who clicked through an ad to the target link
View-Through Rate: The percentage of viewers who watched through a part or all of a video ad
Engagement Rates: The percentage of people who interact with an ad that has interactive
capabilities, such as, playing a game, initiating an in-ad video, social engagement (i.e. Facebook),
store locator, or data entry
Close Rate: The percentage of people who close the Ad-Unit
Re-Engagement Rate: The percentage of people who closed an Ad-Unit only to later, Re-Engage
with the unit.
Navigated Away/Abandonment Rate: This is the approximate number of viewers who did not
engage with the ad nor view it till its completion.
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