ask the appnexperts: push play on video [webinar]

1 AppNexus Inc. — Confidential

Ask The AppNexpertsPush Play on Video Data Science Team Analysis

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Liz Zoidis Team Lead, Client

Insights Analytics, Data Science

Travis StoweDirector, Customer Insights

and Analytics Manager

ACTIVITY ON APPNEXUS VIDEO MARKETPLACE

AppNexus Video At A Glance

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(*based off of 30 days on the platform)

ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO

TEN SSP PARTNERS Integrated with over

AERSERVE, FYBER, LIVERAIL, STICKYADS, TEADS, AND SPOTX

5,810 Campaigns 127 Buyers 3,929 Creatives643 Brands

Size Does Matter

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Recommendation • For performance campaigns, target the larger player size for better user engagement and performance. • For branding and prospecting campaigns, target the smaller player size for cheaper impressions

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Small player size sells for the lowest price, but performance on large player size far outweighs the price difference.

Size Does Matter

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Recommendation • When buying the larger size during peak periods, bid more aggressively to win impressions. • When selling video impressions during these peak times, add additional large player impressions to

satisfy the higher demand.

There is more demand for larger sized ads in more competitive periods of the market, such as holidays and the end of the quarter


Know How To Play

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Recommendation Include auto-play-sound-on in your set up as it tends to see higher performance.

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Click-to-play video impressions are the most popular, Auto-play-sound-on seed high demand, CTRs are slightly higher than click-to-play videos: however, CPCs are slightly lower.


Roll With It

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Recommendation If your media plan allows, combine pre-roll video to achieve scale and mid-roll to achieve performance

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Pre-roll video accounts for over 90% of all video impressions. However, mid-roll impressions are less expensive and have significantly higher user engagements, five times higher CTR and CPC than pre-roll


Different brands, different buying patterns

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Recommendation If you’re leveraging CTRs as a success metrics, there is a large opportunity with buying video

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Pharmaceutical, Financial and Home Décor brands are spending significantly on video, they are seeing high user engagement in the form of high CTRs and low CPCs



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Recommendation There is an opportunity to enhance video ads to achieve user engagement.

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Drug-alcohol and Travel-related brands are buying video impressions, but compared to other verticals their performance and user engagement metrics are lacking



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Recommendation There is an opportunity to pioneer the space and include video in your media plans.

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Real estate, Games and Sports brands are not currently buying much video inventory.


Go Global in Q2 and Beyond

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WITH THE OLYMPICS COMING UP, there’s and opportunity to gain a competitive advantage by being an early adopter of video at a global scale


Timing Is Everything

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Recommendation Do not take all buying best practices from display when buying video, as video completion rates seem to be more consistent for both time of day and weekends.

6ASK THE APPNEXPERTS: PUSH PLAY ON VIDEO

Next Step:If you are a buyer, looking to optimize and tailor your video buying strategy we’d like to speak with you.

14 AppNexus Inc. - Confidential – Not for Distribution

Q&A

ask the appnexperts: push play on video [webinar]

Marketing