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  4. > In-Stream Video Advertising Benchmarks by Device: Audiences Rate the Best to the Worst Publishers Delivering Cross-Channel, Ad-Supported Programming 2015 – 2016

AccuStream Research has completed a seven-month people panel research undertaking, with members logging and rating their wide-ranging viewing experiences across publisher properties monetizing with in-stream video advertising placed against multiple non-linear channels and devices.

The diary-driven research entitled In-Stream Video Advertising Benchmarks by Device: Audiences Rate the Best to the Worst Publishers Delivering Cross-Channel, Ad-Supported Programming 2015 – 2016 assembled a panel of viewers to watch and rate their experiences when interacting with digital video programming online.
Regardless of linear broadcasting pedigree, legacy businesses or upstart internet only publisher counterparts spooling out digital video programming, there are many surprises and thought provoking insights contained in the panel’s evaluations of non-linear viewing across all device platforms (desktop, mobile/tablet, VOD/set top box).

The panel’s comprehensive research diaries have been compiled into actionable databases designed to yield a highly customized wealth of in-stream video advertising performance information, powered by first person, audience-driven data sets that include:

- Brand advertisers buying against specific publishers and devices

- Total non-linear publisher inventory allocated (i.e. number ad pods and spot lengths)

- Publishers that deliver a quality content viewing experience supported by in-stream video advertising by device/OS (rated A trough F)

- Publishers that are not delivering a quality content viewing experience supported by in-stream video advertising by device/OS (rated A through F)

- Publishers with over-sold inventory producing impression fatigue

- Publishers with under-sold inventory or limited brand advertisers that negatively impacts the viewing experience and results in both creative and impression fatigue

- Ad insertion frequencies and inventory allocated against short form content

- Ad inventory and insertion frequencies across all devices and publishers monetizing with video against long-form/episodic content

- An extensive database that can be sorted by publisher, brand advertiser, insertion frequencies, total inventory by content format, audience experience ratings by device/OS (rated A through F), by content category (news, sports, television, entertainment, kids), by publisher category (television, cable, newspaper/magazine, radio and audience platforms such as YouTube)

- How VOD channel in-stream advertising performs relative to other non-linear platforms including desktop, Android and iOS devices

- Number of publishers enabling Chromecast device-to-TV viewing

This panel research adds adtech execution clarity to the current state of in-stream video advertising performance: Where the industry is getting it right and where efforts fall short.
The data indicates a host of opportunities to improve the overall experience through more sophisticated technology deployment/upgrades, plus a greater understanding of what audiences are actually experiencing when choosing non-linear viewing channels.

This audience panel research offers insights to brand advertisers looking for the best vehicles to present their message, to adtech vendors with evolved technologies looking for sell-in opportunities, to publishers pitching their brand partners and can provide first-hand audience feedback on the advertising experience associated with their non-linear viewing channels, and investors of all stripes eager to participate in this dynamic marketplace.

The complete database is offered for a single licensing fee, with additional requests for specific sorts and data analysis plus phone-based consulting time included.

Table Of Contents

In-Stream Video Advertising Benchmarks by Device: Audiences Rate the Best to the Worst Publishers Delivering Cross-Channel, Ad-Supported Programming 2015 - 2016



All research, data, analytics by AccuStream

Research Period of research: June 2015 - January 2016

Methodology

-People panel viewing and logging content/ad play experiences in diaries
-Viewers include college interns, research associates
-Revisits throughout research period
-Multiple devices employed in sampling include iOS, Android, Desktop, Preauthenticated set-top box
-1 st Party apps are installed only
-Wi-Fi + Authenticated sign-in used for devices, including phone/tablet/desktop
-If no app, viewers sample content/advertising via devices on destination website

DIGITAL VIDEO AD OPS: BUSINESS OPPORTUNITY INDICATORS

-Performance ratings that indicate tech improvements needed for in-stream video advertising supported publishers to deliver a better viewing experience
-What publishers are over-sold (impression fatigue)
-What publishers are under-sold (creative/impression fatigue)
-What publishers/devices deliver a seamless content experience supported by in-stream advertising
-What publishers/devices do not deliver a satisfying viewing experience supported by instream video advertising
-Publishers delivering the best integrated viewing experience
-Publishers delivering the worst integrated viewing experience
-How publishers currently monetize (in time increments) against a non-linear clock
-How VOD channels perform compared to their non-linear counterparts

Extensive Learnings on demand: Data fields compiled in Excel Spreadsheet Searchable and Sortable by:

-Publisher (broadcasters/affiliates, cable, internet only, print (newspaper/magazines), platforms
-Publisher category (news, sports, entertainment, television, movies, long-form, short form) etc.
-Allocated inventory/avails and Insertion frequencies (short and long-form)
-Spot length, ad pod length (in seconds/minutes)
-Content playback “grade” by device -Integrated ad/content playback grade by device/OS type
-Audience experience/publisher/advertiser performance playback-related issues observed and described
-Brand advertisers observed against publisher destinations
-Impression fatigue/sellout and range of advertisers
-App versus mobile website performance
-Publishers enabling Chromecast device-to-TV viewing

“Grade” Designations/Descriptions

A. Instant on media player. Excellent integration of media player/ad server, smooth playback, good range of advertisers
-B. Slower loading media player, smooth playback, impression fatigue/limited number of advertisers
-C. Slower loading player, ad stutters, inconsistent playback, impression fatigue
-D. Very slow player load. Halting ad/content play; choppy integration with ad server, delayed playback or some ads don't play
-F. Frequent site/app crashes; videos don't play, black screen, Flash not supported

DIGITAL DIARY DATA CAN BE SORTED TO REVEAL WHO IS ADVERTISING AGAINST WHAT PUBLISHER PROPERTIES

- All Advertisers buying digital video can be searched, mapped across publishers, compiled and analyzed
- Advertisers buying digital video are running on the desktop, tablet, phone and authenticated set top box
- Advertisers buying digital video running on publisher sites/apps/set top boxes are graded A through F, based on the quality of the audience experience

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