Professional Documents
Culture Documents
Brand Impact of TrueView Meta Analysis Across 18 Brands EXTERNAL PDF
Brand Impact of TrueView Meta Analysis Across 18 Brands EXTERNAL PDF
Preroll
Meta analysis of 18 ad effectiveness experiments
Hamburg 2012
1
Management Summary
1 The TrueView format allows users to skip ads. Advertisers only pay
per completed view based on an auction system (preroll: fixed CPM).
4 This leads to TrueView being 2.8 times more effective than Preroll
regarding brand uplift per paid contact.
PREROLL TRUEVIEW
1
2
3
4
5
PRE-ROLL TRUEVIEW
100%
90%
78% 78% 83% 80% 78%
80%
75% 76% 75%
70%
60%
50%
40%
30%
20%
10%
0%
Total Average Shampoo + Social Networks Travel Electronics + Automotive + Retail + Finance +
Detergent (e.g. G+) Companies Telecom Car Supplies Fashion Power Supplier
65%
are skipping the video ad because
they have already seen it
skipped
all ads
58%
watched
(at least)
32%
1st ad
10%
skipped 1st,
watched later
Preroll TrueView
15%
14%
13%
12% 11%
11%
10%
9%
8%
7%
7%
6%
5%
4%
3%
2%
1%
0%
15% 7.00
14% 5.88
13% 6.00
12% 11%
11% 5.00
10%
9% 4.00
8%
7%
7%
6% 3.00
5%
4% 2.00
1.21
3%
2% 1.00
1%
0% 0.00
TrueView total (all views) TrueView skipped views TrueView completed views
10%
9%
8%
8%
7%
7%
6% 5%
5%
4%
3%
2%
1%
0%
Uplift on
T.O.M. Awareness
0.03 €
0.042 €
3%
0.02 €
2%
1% 2% 0.01 €
0.015 €
0% 0.00 €
400%
350%
300%
250% 214%
200%
143%
150%
100% 107%
86% 71%
100% 61% 54% 48% 43% 39% 36% 33% 31% 29%
50%
0%
Preroll 0.01 € 0.02 € 0.03 € 0.04 € 0.05 € 0.06 € 0.07 € 0.08 € 0.09 € 0.10 € 0.11 € 0.12 € 0.13 € 0.14 € 0.15 €