TV ads are skipped by DVR owners, not to mention they may be doing something else or not watching the TV while the ad is on. How does that compare with display ads and video ads online?

1. Augustine Fou- 1 -
Dr. Augustine Fou
http://linkd.in/augustinefou
April 2014
Viewability of
TV Ads vs Video Ads

2. Augustine Fou- 2 -
Direct display ads are 46% viewable
Network display ads are 31% viewable 69% wasted
Exchange display ads are 30% viewable 70% not in view
Display Ad Viewability
H2 2013 Worldwide
Source: Integral Ad Science Feb 2014
average
33%

3. Augustine Fou- 3 -
Smallest video ads are only 25% viewable
Medium video ads are 40% viewable
Large video ads are 50% viewable
Video Ad Viewability
Jan 2014 North
America
Source: TubeMogul Jan 2014
50 – 75%
NOT in view

4. Augustine Fou- 4 -
TV Ad Viewability
Source: LRG via MarketingCharts Dec 2013
70% own
DVRs
Source: Nielsen Dec 18, 2013
DVR owners
watch exactly
23 mins (i.e.
skip exactly
ALL ads)

5. Augustine Fou- 5 -
Ad Viewability
TV Ads
30%
Video AdsDisplay Ads
40%33%

6. Augustine Fou- 6 -
Users Pay More Attention to
Online Video Ads than TV Ads
Source: May 2011 report from
YuMe and IPG Media Lab

7. Augustine Fou- 7 -
TV vs Display vs Video
35 billion video ads per month
comScore, Dec 2013
500 billion display ads per month
comScore, 2013
2 trillion TV ads per month
Digiday, May 2013

8. Augustine Fou- 8 -
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Augustine Fou- 8 -
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9. Augustine Fou- 9 -
Dr. Augustine Fou – Digital Consigliere
“Over the course of 2013 we saw the
dramatic rise in the number of display and
video ads; however, along with this increase
was a dramatic rise in ad fraud, from fake
impressions or ads that are not viewable.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn Bio: http://linkd.in/augustinefou
LinkedIn Posts: https://www.linkedin.com/today/author/84444-augustinefou

10. Augustine Fou- 10 -
APPENDIX

11. Augustine Fou- 11 -
Online Video Ads
Outperformed TV
ads in all Metrics
General recall
Brand recall
Message recall
Likeability
Soruce:
IAB/Nielsen
2012

12. Augustine Fou- 12 -
Irrefutable DVR Trends
Nielsen (Dec 2010) estimates 44% of ads are not skipped
– i.e. 56% of ads ARE SKIPPED
Tivo Research
(Sep 2012)
Finds up to 72%
ads skipped
IPG/YuMe (May 2011) study found
63% of TV ads are avoided or simply ignored.

13. Augustine Fou- 13 -
DVR Owners Watch 23m
Source: Nielsen Dec 18, 2013
DVR owners watch 23 mins
of 30 minute episodes
Source: Netflix

14. Augustine Fou- 14 -
DVR Penetration 7 in 10
Source: LRG via MarketingCharts Dec 2013

15. Augustine Fou- 15 -
54% Online Ads Aren’t Viewed
Source: comScore June 2013 via MarketingCharts

16. Augustine Fou- 16 -
Video Ad Views Exploded
Source: comScore Feb 2014 via Marketing Charts
remember
50 – 75%
NOT in view

17. Augustine Fou- 17 -
Viewability of Display Ads
Source: Integral Ad Science Sept 2013 via MarketingCharts
Publisher direct is
best and lowest
risk

18. Augustine Fou- 18 -
A new study [download page] from
VideoHub indicates that during the first
quarter, average viewability for online
video ads in the US was 83%, although
rates varied widely among
properties, from 43% on the low end to
94% on the high end. Broadcast TV
sites fared best (89% on average)
among property categories, with
networks and exchanges (73%)
bringing up the rear.
Video Ad Viewability
Source: VideoHub August 2013 via MarketingCharts