Cover Image
市場調查報告書

串流內影片廣告的基準 (各設備) :跨頻道、廣告支援計劃所提供串流內影片廣告的收看率排行榜 2015-2016年

In-Stream Video Advertising Benchmarks by Device: Audiences Rate the Best to the Worst Publishers Delivering Cross-Channel, Ad-Supported Programming 2015-2016

出版商 Accustream Research 商品編碼 353355
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
價格
Back to Top
串流內影片廣告的基準 (各設備) :跨頻道、廣告支援計劃所提供串流內影片廣告的收看率排行榜 2015-2016年 In-Stream Video Advertising Benchmarks by Device: Audiences Rate the Best to the Worst Publishers Delivering Cross-Channel, Ad-Supported Programming 2015-2016
出版日期: 2016年03月08日 內容資訊: 英文
簡介

本報告提供線上的數位視訊計劃相關串流內影片廣告的視聽經驗及收看率調查分析。

調查手法

數位影片廣告選擇:商機指標

回應需求的廣泛學習:納入Excel試算表的可搜尋、可分類的data field

「品質」指定/說明

廣告/內容和被整合的串流內影片的再生實際成果:各設備類型

各串流內影片廣告插入頻率,各設備、業績評估:影片剪輯/短篇

為了確定對誰、哪個出版社作廣告的可分類數位日記資料

FORD 在哪裡購買?

  • FFORD 串流內影片廣告

FORD 的影片廣告/內容撥放體驗:各設備、收看率

VERIZON 在哪裡購買?

  • VERIZON 串流內影片廣告

VERIZON 的影片廣告/內容撥放體驗:各設備、收看率

資料的可用性

目錄

The diary-driven research entitled ‘In-Stream Video Advertising Benchmarks by Device: Audiences Rate the Best to the Worst Publishers Delivering Cross-Channel, Ad-Supported Programming 2015 - 2016’ assembled a panel of viewers to watch and rate their experiences when interacting with digital video programming online.

Regardless of linear broadcasting pedigree, legacy businesses or upstart internet only publisher counterparts spooling out digital video programming, there are many surprises and thought provoking insights contained in the panel's evaluations of non-linear viewing across all device platforms (desktop, mobile/tablet, VOD/set top box).

The panel's comprehensive research diaries have been compiled into actionable databases designed to yield a highly customized wealth of in-stream video advertising performance information, powered by first person, audience-driven data sets that include:

  • Brand advertisers buying against specific publishers and devices
  • Total non-linear publisher inventory allocated (i.e. number ad pods and spot lengths)
  • Publishers that deliver a quality content viewing experience supported by in-stream video advertising by device/OS (rated A trough F)
  • Publishers that are not delivering a quality content viewing experience supported by in-stream video advertising by device/OS (rated A through F)
  • Publishers with over-sold inventory producing impression fatigue
  • Publishers with under-sold inventory or limited brand advertisers that negatively impacts the viewing experience and results in both creative and impression fatigue
  • Ad insertion frequencies and inventory allocated against short form content
  • Ad inventory and insertion frequencies across all devices and publishers monetizing with video against long-form/episodic content
  • An extensive database that can be sorted by publisher, brand advertiser, insertion frequencies, total inventory by content format, audience experience ratings by device/OS (rated A through F), by content category (news, sports, television, entertainment, kids), by publisher category (television, cable, newspaper/magazine, radio and audience platforms such as YouTube)
  • How VOD channel in-stream advertising performs relative to other non-linear platforms including desktop, Android and iOS devices

This panel research adds adtech execution clarity to the current state of in-stream video advertising performance: Where the industry is getting it right and where efforts fall short.

The data indicates a host of opportunities to improve the overall experience through more sophisticated technology deployment/upgrades, plus a greater understanding of what audiences are actually experiencing when choosing non-linear viewing channels.

This audience panel research offers insights to brand advertisers looking for the best vehicles to present their message, to adtech vendors with evolved technologies looking for sell-in opportunities, to publishers pitching their brand partners and can provide first-hand audience feedback on the advertising experience associated with their non-linear viewing channels, and investors of all stripes eager to participate in this dynamic marketplace.

The complete database is offered for a single licensing fee, with additional requests for specific sorts and data analysis plus phone-based consulting time included.

Table of Contents

METHODOLOGY

  • People panel viewing and logging content/ad play experiences in diaries
  • Viewers include college interns, research associates
  • Revisits throughout research period
  • Multiple devices employed in sampling include iOS, Android, Desktop, Pre-authenticated set-top box
  • 1st Party apps are installed only
  • Wi-Fi + Authenticated sign-in used for devices, including phone/tablet/desktop
  • If no app, viewers sample content/advertising via devices on destination website

DIGITAL VIDEO AD OPS: BUSINESS OPPORTUNITY INDICATORS

  • Performance ratings that indicate tech improvements needed for in-stream video advertising supported publishers to deliver a better viewing experience
  • What publishers are over-sold (impression fatigue)
  • What publishers are under-sold (creative/impression fatigue)
  • What publishers/devices deliver a seamless content experience supported by in-stream advertising
  • What publishers/devices do not deliver a satisfying viewing experience supported by in-stream video advertising
  • Publishers delivering the best integrated viewing experience
  • Publishers delivering the worst integrated viewing experience
  • How publishers currently monetize (in time increments) against a non-linear clock
  • How VOD channels perform compared to their non-linear counterparts

EXTENSIVE LEARNINGS ON DEMAND: DATA FIELDS COMPILED IN EXCEL SPREADSHEET SEARCHABLE AND SORTABLE BY:

  • Publisher (broadcasters/affiliates, cable, internet only, print (newspaper/magazines), platforms
  • Publisher category (news, sports, entertainment, television, movies, long-form, short form) etc.
  • Allocated inventory/avails and Insertion frequencies (short and long-form)
  • Spot length, ad pod length (in seconds/minutes)
  • Content playback “grade” by device
  • Integrated ad/content playback grade by device/OS type
  • Audience experience/publisher/advertiser performance playback-related issues observed and described
  • Brand advertisers observed against publisher destinations
  • Impression fatigue/sellout and range of advertisers
  • App versus mobile website performance

“GRADE” DESIGNATIONS/DESCRIPTIONS

  • A. Instant on media player. Excellent integration of media player/ad server, smooth playback, good range of advertisers
  • B. Slower loading media player, smooth playback, impression fatigue/limited number of advertisers
  • C. Slower loading player, ad stutters, inconsistent playback, impression fatigue
  • D. Very slow player load. Halting ad/content play; choppy integration with ad server, delayed playback or some ads don't play
  • F. Frequent site/app crashes; videos don't play, black screen, Flash not supported

IN-STREAM VIDEO INTEGRATED AD/CONTENT PLAYBACK PERFORMANCE BY DEVICE TYPE:

  • Aggregated Publisher sites and apps ranked in percent

AD/CONTENT PLAYABILITY BENCHMARK DATA BY DEVICE TYPE

IN-STREAM VIDEO AD INSERTION FREQUENCY BY DEVICE AND PERFORMANCE RATING: CLIPS/SHORT-FORM

DIGITAL DIARY DATA CAN BE SORTED TO REVEAL WHO IS ADVERTISING AGAINST WHAT PUBLISHER PROPERTIES

  • All Advertisers buying digital video can be searched, mapped across publishers, compiled and analyzed
  • Advertisers buying digital video are running on the desktop, tablet, phone and authenticated set top box
  • Advertisers buying digital video running on publisher sites/apps/set top boxes are graded A through F, based on the quality of the audience experience
  • Below are examples of what the advertiser data reveals

WHERE FORD IS BUYING

  • FORD IN-STREAM

FORD VIDEO AD/CONTENT PLAYBACK EXPERIENCE BY DEVICE AND AUDIENCE RATING

WHERE VERIZON IS BUYING

  • VERIZON IN-STREAM

VERIZON VIDEO AD/CONTENT PLAYBACK EXPERIENCE BY DEVICE AND AUDIENCE RATING

DATA AVAILABILITY

  • One time licensing fee
  • Data sets can be shared with partners (though not made available publicly)
  • All diary data available in Excel spreadsheet
  • Custom sorts, graphing and analysis based on your needs to highlight specific areas of the data sets (additional fees may apply)
Back to Top