digital video metrics modernized - iab · 2017-01-25 · jessica anderson senior manager, ad...
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Digital Video Metrics
Modernized
? Why do you care about
video metric definitions?
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IAB Project Staff
Jessica Anderson
Senior Manager, Ad Technology
IAB
Katie Stroud
IAB Consultant Writer
Incremental Success
Your Presenters
Margenett Moore-Roberts
Sr. Director, Video Advertising Strategy
Yahoo
Bayard Russell
In-Stream & Layouts,
Ad Products & Commercialization
Google, Inc.
2014 Digital Video Metrics
Why What Who How
Last update: 2009 1
2012 IAB Video Suite
introduced new metrics 2
Why What Who How
Modernize the digital video
metrics to reflect current practice
Maintain common language for
buy and sell side communication
and interpretation around baseline
performance metrics
1
2
40 Participating
Member Companies
• A&E Television
Networks
• AdExcite
• Akamai
• BlackArrow
• BreakMedia
• Brightcove
• BrightRoll
• CBS Interactive
• Channel Factory
• comScore
• Critical Media
• DG
• Disney Interactive
Media Group
• Ernst & Young LLP
• ESPN.com
• Extreme Reach
• Fox Networks Group
• FreeWheel
• Google & YouTube
• ImServices Group
Ltd.
• Innovid
• LiveRail
• Mixpo
• Nielsen
• PointRoll
• Rovi Corp
• SET
• Spongecell
• Spotify
• SpotXchange
• Synacor
• Time Inc.
• Turner
Broadcasting
System
• UnRuly Media
• Viacom
• Vibrant Media
• Vindico
• Yahoo
• YuMe
Why What Who How
40 Participating
Member Companies
Why What Who How
Margenett Moore-Roberts, Yahoo
Michael Evangelista, FreeWheel
Michael Goefron, UnRuly
Co-Chairs
Compared yesterday’s definitions to today’s needs
Gap
Draft new definitions with gap findings
Propose Several comments and redlines received
Feedback
Incorporate feedback for public comment
Revise
The Process
Why What Who How
In-Stream Metric Definitions
Out of Scope
Defining In-Stream
Metric Definitions
What’s New
In-Stream Metric Definitions
Out of Scope
Defining In-Stream
Metric Definitions
What’s New
What’s New
Added Changed Deprecated
What’s New
Added
• Skip
• Ad Expand
• Ad Collapse
Changed Deprecated
What’s New
Added
• Skip
• Ad Expand
• Ad Collapse
Changed
• Metric Groups
• Expand Player Expand
• Collapse Player Collapse
Deprecated
What’s New
Added
• Skip
• Ad Expand
• Ad Collapse
Changed
• Metric Groups
• Expand Player Expand
• Collapse Player Collapse
Deprecated
• Nonlinear
Non-Overlay
• View
In-Stream Metric Definitions
Out of Scope
Defining In-Stream
Metric Definitions
What’s New
Out of Scope
Measurement Viewability Ad Formats
Out of Scope
Measurement Viewability Ad Formats
Metric Definition Measurement
VS
Out of Scope
Measurement Viewability Ad Formats
Out of Scope
Measurement Viewability Ad Guidelines
In-Stream Metric Definitions
Out of Scope
Defining In-Stream
Metric Definitions
What’s New
Display
Ad Space
Your
Video
Digital In-Stream
Video Ad
Served to
video player
Served to
webpage
Display vs. In-Stream
New Styles!
Shop Now! Fly with us!
T i m e l i n e
See the Movie!
See the
Movie!
Linear Ad
(Pre-Roll)
Linear Ad
(Post-Roll)
Nonlinear Ad
(Overlay Ad) Companion Ad
Digital In-Stream Ads Ad Formats
Browser
Display Video Ads Video In-Stream Ads
Browser dependent
Browser
Webpage
Display Ad Space
Display Video
Ad
Display Video Ads Video In-Stream Ads
Browser dependent
In-page
Display Video Ads Video In-Stream Ads
Browser dependent
In-page
Always a video
Video
Display Video Ad
Display Video Ads Video In-Stream Ads
Browser dependent
In-page
Always a video
Ad includes player
Display Video Ads Video In-Stream Ads
Browser dependent
In-page
Always a video
Ad includes player
Not in-stream
Display Video Ads Video In-Stream Ads
In-player
Ad
Display Video Ads Video In-Stream Ads
In-player
Publisher controlled
Ad
Publisher Player
Publisher Controls
Display Video Ads Video In-Stream Ads
In-player
Publisher controlled
In-stream
Streaming
Content
In-Stream
Ad
Streaming
Content
Display Video Ads Video In-Stream Ads
In-player
Publisher controlled
In-stream
Any ad
Video
Banner
Rich
Media
Browser Video Player
Web Tech Video Tech
Display Video Ads Video In-Stream Ads
In-Stream Metric Definitions
Out of Scope
Defining In-Stream
Metric Definitions
What’s New
Ad Interaction and Performance
Video
Control
Player Linear Nonlinear Companion
2014 Digital Video In-Stream Ads
Metric Classification
Player Linear Nonlinear Companion
2014 Digital Video In-Stream Ads
• Audio Mute
• Audio Un-mute
• Pause
• Resume
• Rewind
• Skip (New)
• Player Expand
• Player Collapse
Unchanged New/Modified
Player Linear Nonlinear Companion
2014 Digital Video In-Stream Ads
Impression may still apply. Timing not
defined. Skip
Previously “Expand.” Not necessarily
fullscreen. Distinguishes from ad expand.
Player
Expand
Previously “Collapse.” Not necessarily to
original. Distinguishes from ad collapse.
Player
Collapse
Player Linear Nonlinear Companion
2014 Digital Video In-Stream Ads
• Impression
• Video Clickthrough
• Percent Complete
• Completed Play
• Time Spent Viewing
• Accept
Invitation
(Linear)
• Other Ad
Interaction
Unchanged New
Player Linear Nonlinear Companion
2014 Digital Video In-Stream Ads
For clickable linear ads that invite
further interaction.
Accept Invitation
(Linear)
For additional interactive metrics not
included in 2014 definitions.
Other Ad
Interaction
Player Linear Nonlinear Companion
2014 Digital Video In-Stream Ads
• Impression
• Clickthrough
• Accept Invitation
• Minimize
• Close
• Overlay View Duration
• Ad Expand
• Ad Collapse
• Other Ad
Interaction
Unchanged New
Player Linear Nonlinear Companion
2014 Digital Video In-Stream Ads
Defined for nonlinear ad behavior separate
from player behavior. Ad Expand
Defined for nonlinear ad behavior separate
from player behavior.
Ad
Collapse
For adding additional metrics not included
in 2014 definitions.
Other Ad
Interaction
Player Linear Nonlinear Companion
2014 Digital Video In-Stream Ads
Nonlinear Master
Publisher
Content Video
Companion Ad
Publisher
Page
Content
Browser
Impressions and clicks follow
Display Impression Guidelines
Impressions
2014 Digital Video In-Stream Ads
Nonlinear Ad
Linear Ad Rich Media
Nonlinear Ad
Display
Measurement
Guidelines
Rich Media
Measurement
Guidelines
Digital Video
Measurement
Guidelines
? What’s Next?
What’s Next
Video Viewability gating period closes
June 30, 2014
MeasurementNow.net
What’s Next
Final document
release next week
What’s Next
Video Ad Guidelines Look for new initiative to be announced later this year
• Digital Video In-Stream Metric Definitions /digitalvideoinstream
• Digital Video In-Stream Ad Format
Guidelines and Best Practices /media/file/IAB-Video-Ad-Format-Standards.pdf
• Digital Video Rising Stars /guidelines/digitalvideorisingstars
• IAB Digital Simplified (See: Understanding Digital Video Suite)
/events_training/digital_simplified
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