IAB/SKY VIDEO FORMATS EFFECTIVENESS

Growth in online video spend not equal to investment in robust research around online video Need for industry research to guide, inform and educate the market Commonly asked questions: What is the value of my online video advertising? What are the comparative merits of each format and which formats should I use based on my campaign objectives? How do users engage with online video? What influences recall and receptivity to video advertising? Understanding the effectiveness of online video formats Why?How? Live tested 5 online video advertising formats -: pre-rolls, pre-rolls + companion banners, post-rolls, branded video players and branded overlays 11 brands tested on 6 of Sky’s branded and non branded sites – across News, Entertainment and Sport’s content Online survey asked of those naturally exposed to the brand’s advertising Follow up survey 3 days later to investigate call to action Post quant analysis – 4 focus groups

Pre-rolls + companion banners and pre-rolls achieved the highest level of brand re-call across all tested formats. Pre-rolls are served at a time of high anticipation by the viewer resulting in greater receptivity Formats that provided the greatest brand visibility such as branded videos and companion banners achieved the greatest click through rates – the advertising was still there once the video had ended and didn’t interrupt the users task Delayed investigation – the majority of respondents went on to investigate the brands in their own time. Branding campaigns should go beyond click through as a measure of success Users were largely tolerant of online video advertising formats although branded overlays were the least tolerated. However, these were accepted more provided they don’t interrupt key critical content and were relevant to the content Brand recall was higher at work than at home - users are focussed on a particular task at work and are more time restricted, resulting in higher attention and a greater receptivity to the ads Users were more likely to recall the ads if they enjoyed the content Advertising around quality content was seen as being the most appropriate Placement of formats influences recall and receptivity Performance Tolerance Quality by Association Context of Viewing

Summary Pre-rolls have a role for branding and succeed in brand awareness Higher receptivity at work and users more exploratory at home – opportunity for branding across the day and direct response in the evening Users like to investigate in their own time – look beyond click through as a measure of success for branding For more information about this and other IAB research please contact Tim Elkington or Sorcha Proctor Formats with a greater brand visibility achieved greater CTR’s Recommendations and active search are significant contributors to advertising receptivity Users largely tolerant of ads – the most successful campaigns consider brand relevance to site and content, and consider the user experience Choose sites that reflect the values and quality of the brand