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State of Digital Video in 2015
Ryan M. Pamplin
VP, Digital Evangelist
@RyanPamplin
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About Extreme Reach
100 of the top 100 Ad Age Brands use Extreme Reach
@RyanPamplin
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Television
9 out of 10 TV Ads
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Talent
$1.2 Billion Paid in 2014
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Digital Video
Most Sophisticated Measurement
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Daily Time Spent with Major Media by US Adults
2010
2014
1
6
1
6
5.46
5
5
4.28
3
HOURS
HOURS
4.24
3.11
3
2
2
0
0
DIGITAL
Source: eMarketer
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TV
DIGITAL
TV
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Digital Video Trends
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!
!
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1.4 million new households were created in 2014 and only 140,000
subscribed to cable.
69% of all mobile ad revenue in 2014 went to Facebook.
In April 2015 Facebook said its users now watch 4 billion videos on
its service every day. 75% of the video views are happening on
mobile devices.
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Digital Video Trends
!
!
@RyanPamplin
In May 2015 Verizon bought AOL for $4.4 billion to take a
"significant step in building digital and video platforms to drive
future growth.”
In July, AT&T closed its $49 billion acquisition of DirecTV, making
AT&T the largest pay TV provider, with more than 26 million subs.
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Is the death of Flash going to
hurt? will no longer auto-play Flash powered in-banner video or
Chrome
!
rich media banners. Instead, the ads will load in a paused state. A
play button will appear over the ads.
!
@RyanPamplin
For real digital video (pre-roll, in-stream, etc.), this change will have
little impact today. In the long run, it pushes our industry forward
towards better, more efficient, unified, and secure technology built
into every modern browser and device from your desktop, phone,
tablet, game console, and even many smart TV devices.
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Non-Viewable In-Stream Impressions: 42.22%
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Non-Viewable Impressions by Media Vendor Type
59%
PERCENT NON-VIEWABLE
47%
46.34%
37.91%
35%
24%
12%
0%
Direct Publishers
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Inventory Aggregators
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In-Stream
THE FOLD
THE FOLD
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In-Banner
THE FOLD
THE FOLD
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Video Player Size
Standard Size — 853 x 480
IAB Minimum Recommended Size — 400 x 300
In-Banner Size — 300 x 250
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In-Stream Ads Delivered In-Banner: 17.7%
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In-Banner Delivery by Media Vendor Type
26%
20.6%
PERCENT IN-BANNER
21%
16%
11.96%
11%
5%
0%
Direct Publishers
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Inventory Aggregators
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Non-Viewable Impressions
In-Banner
Robotic Traffic
Unsafe Environments
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Top Consumer Issues with Digital Ads
@RyanPamplin
Of the seven choices, nearly 1 in 3 chose “frequency” as their top issue.
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#1 Frequency
(Same Ad Seen Too Often)
Cause: Unlike TV, most digital video campaigns only include one video ad.
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#2 Relevance
(Wrong Audience for Product or Message)
Cause: Often the result of inaccurate targeting or messaging that doesn’t
resonate. Can also occur when ads are placed through site
aggregators that may not reach the intended audience accurately.
@RyanPamplin
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#3 A / V Quality
(Distorted or Low Resolution Video, Poor Audio, etc.)
Cause: The video file is transcoded too many times or transcoded incorrectly.
And there’s a lack of quality control throughout the digital workflow,
which is often unnecessarily complex.
@RyanPamplin
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Ryan’s Digital Predictions
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Time spent with mobile video will overtake desktop by 2016
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Digital video will surpass time spent with traditional TV by 2020
!
!
@RyanPamplin
Virtual Reality will become a widespread entertainment platform by
2017, led by the Sony Morpheus, Oculus Rift, and Valve HTC Vive
The majority of users will utilize AdBlocking software on desktop
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Takeaway Points
• Use accredited third party measurement tools to measure
everything you possibly can
• Optimize your digital video ads out of in-banner, bot, and
other garbage inventory
• Write terms into your IOs to hold media vendors accountable
@RyanPamplin
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I eat, sleep, and breathe digital video...
Questions?
Ryan M. Pamplin
VP, Digital Evangelist
RPamplin@ExtremeReach.com
@RyanPamplin
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