Do you have what it takes for VIDEO SUCCESS?Anthony Risicato, General Manager

A capability that represents a minimum

requirement to have a credible competitive

starting position in a market or other

business arrangement.

v

v

100%VIEWABLE75%

VIEWABLE50%

VIEWABLE25%

VIEWABLE0%

VIEWABLE

IF YOUR AD ISN’T SEEN, HOW CAN IT BE EFFECTIVE?

THAT CAPABILITY FOR VIDEOIS VIEWABILITY

FIRST TO BE GRANTEDMRC ACCREDITATIONSPECIFICALLY FORVIDEO VIEWABILITY

NEWLY ACCREDITED VIDEOHUB METRICS

Average Viewability Percentage

Engagement Rate

Clicks

Served Digital Video Impressions

Unique Cookies Reach

Data KnownThe sample size for which viewability data was known

% o

f Im

pres

sion

s

Viewable Portion (%) of your Ads

40% of your impressions were

60% viewable. Only 2% of your impressions were

fully viewable for the duration of the ad

A VIEWABILITY METRIC THAT CAPTURES TIME

Average Viewability %MRC accredited. Shows viewable ratio of video over time.

Impression Viewability %The viewable percentage of an ad when the impression is counted.

A VIEWER VISITS A WEBPAGE…

AD BEGINS IN MEDIUM-SIZED

PLAYER

VALUE = .9

AD ENDS

PUBLISHER CONTENT

BEGINS TO PLAY

100

100%

0 SEC

100

100%

7.5 SEC

100

100%

15 SEC

50

50%

22.5 SEC

0

20%

30 SECQUARTILE:

AD VIEWABILITY:

ASSIGNED VALUE:

eQ SCORE: .9 [( + + + / 4 ] = 67.5

100% 100% 75% 25%

A SHIFT IN

PERCEPTION

IS TAKING

PLACE WITHIN

DIGITAL

ADVERTISING

DR

CTR

ENGAGEMENTRATE

TIME SPENT

UNIQUE FREQUENCY

UNIQUE REACH

BRAND HEALTH

EFFICIENCYDR

EFFECTIVENESSBRANDING

THE TOOLS HAVE TO CHANGE TOO

Source: Luma Partners LLC 2012

SO WHAT’S A

BRAND MARKETER TO DO?

MEASURE AND KNOW WHAT MATTERS TO DRIVE RESULTS

A VIDEO PLATFORM DESIGNED FOR BRAND MARKETING

NATIONAL QSR CHAIN: IMPLEMENTING VIEWABILITY

June - July July Oct - Dec Oct - Dec Dec - April0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

Viewability: Trends over Time

100% In-View Partially Viewable Non-Viewable

QSR Benchmarks:

• 80% Full Viewability

• 13% Partial

• 7% Non-viewable

VH Benchmarks:

• 70% Full Viewability

• 21% Partial

• 9% Non-viewable

IMP

RE

SS

ION

S

BEFORE VIDEOHUB AFTER VIDEOHUB

PUBLISHING PARTNERS HELD ACCOUNTABLE

FOR 80%+ VIEWABILITY

MEASURE VIEWABILITY

UNDERSTAND ENGAGEMENT

KNOW WHEN& WHERE

KNOW WHY IT WORKED

REMEMBER.

Do you have what it takes? THANK YOU.