Digital Video Metrics
Modernized
?
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Why do you care about
video metric definitions?
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
1
Last update: 2009
2
2012 IAB Video Suite
introduced new metrics
Why
What
Who
How
1
Modernize the digital video
metrics to reflect current practice
2
Maintain common language for
buy and sell side communication
and interpretation around baseline
performance metrics
40 Participating
Member Companies
Why
• A&E Television
Networks
• AdExcite
• Akamai
• BlackArrow
• BreakMedia
• Brightcove
• BrightRoll
• CBS Interactive
• Channel Factory
• comScore
• Critical Media
• DG
• Disney Interactive
Media Group
What
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Who
Ernst & Young LLP
ESPN.com
Extreme Reach
Fox Networks Group
FreeWheel
Google & YouTube
ImServices Group
Ltd.
Innovid
LiveRail
Mixpo
Nielsen
PointRoll
Rovi Corp
SET
How
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Spongecell
Spotify
SpotXchange
Synacor
Time Inc.
Turner
Broadcasting
System
UnRuly Media
Viacom
Vibrant Media
Vindico
Yahoo
YuMe
40 Participating
Member Companies
Why
What
Who
How
Co-Chairs
Margenett Moore-Roberts, Yahoo
Michael Evangelista, FreeWheel
Michael Goefron, UnRuly
The Process
Why
Compared
yesterday’s
definitions
to today’s
needs
Gap
What
Propose
Draft new
definitions
with gap
findings
Who
Several
comments
and
redlines
received
Feedback
How
Revise
Incorporate
feedback
for public
comment
In-Stream Metric Definitions
What’s New
Out of Scope
Defining In-Stream
Metric Definitions
In-Stream Metric Definitions
What’s New
Out of Scope
Defining In-Stream
Metric Definitions
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
What’s New
Out of Scope
Defining In-Stream
Metric Definitions
Out of Scope
Measurement
Viewability
Ad Formats
Out of Scope
Measurement
Viewability
Metric Definition
Ad Formats
Measurement
VS
Out of Scope
Measurement
Viewability
Ad Formats



Out of Scope
Measurement
Viewability
Ad Guidelines
In-Stream Metric Definitions
What’s New
Out of Scope
Defining In-Stream
Metric Definitions
Display vs. In-Stream
Served to
video player
Served to
webpage
Your
Video
Digital In-Stream
Video Ad
Display
Ad Space
Digital In-Stream Ads
Ad Formats
Linear Ad
(Pre-Roll)
Linear Ad
(Post-Roll)
New Styles!
See the Movie!
Fly with us!
See the
Movie!
Timeline
Companion Ad
Nonlinear Ad
(Overlay Ad)
Shop Now!
Display Video Ads
Video In-Stream Ads
 Browser dependent
Browser
Display Video Ads
Video In-Stream Ads
 Browser dependent
 In-page
Browser
Display Video
Ad
Display Ad Space
Webpage
Display Video Ads
 Browser dependent
 In-page
 Always a video
Video In-Stream Ads
Display Video Ads
Video In-Stream Ads
 Browser dependent
 In-page
 Always a video
 Ad includes player
Video
Display Video Ad
Display Video Ads
 Browser dependent
 In-page
 Always a video
 Ad includes player
 Not in-stream
Video In-Stream Ads
Display Video Ads
Video In-Stream Ads
 In-player
Ad
Display Video Ads
 In-player
Video In-Stream Ads
Publisher Player
 Publisher controlled
Ad
Publisher Controls
Display Video Ads
Video In-Stream Ads
 In-player
 Publisher controlled
Streaming
Content
 In-stream
In-Stream
Ad
Streaming
Content
Display Video Ads
Video In-Stream Ads
 In-player
 Publisher controlled
Video
 In-stream
 Any ad
Banner
Rich
Media
Display Video Ads
Video In-Stream Ads
Browser
Video Player
Web Tech
Video Tech
In-Stream Metric Definitions
What’s New
Out of Scope
Defining In-Stream
Metric Definitions
2014 Digital Video In-Stream Ads
Metric Classification
Player
Video
Control
Linear
Nonlinear
Companion
Ad Interaction and Performance
2014 Digital Video In-Stream Ads
Player
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Linear
Nonlinear
Companion
Unchanged
New/Modified
Audio Mute
Audio Un-mute
Pause
Resume
Rewind
• Skip (New)
• Player Expand
• Player Collapse
2014 Digital Video In-Stream Ads
Player
Skip
Linear
Nonlinear
Companion
Impression may still apply. Timing not
defined.
Player
Expand
Previously “Expand.” Not necessarily
fullscreen. Distinguishes from ad expand.
Player
Collapse
Previously “Collapse.” Not necessarily to
original. Distinguishes from ad collapse.
2014 Digital Video In-Stream Ads
Player
Linear
Nonlinear
Unchanged
•
•
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•
Impression
Video Clickthrough
Percent Complete
Completed Play
Time Spent Viewing
Companion
New
• Accept
Invitation
(Linear)
• Other Ad
Interaction
2014 Digital Video In-Stream Ads
Player
Linear
Nonlinear
Companion
Accept Invitation For clickable linear ads that invite
further interaction.
(Linear)
Other Ad
Interaction
For additional interactive metrics not
included in 2014 definitions.
2014 Digital Video In-Stream Ads
Player
•
•
•
•
•
•
Linear
Nonlinear
Companion
Unchanged
New
Impression
Clickthrough
Accept Invitation
Minimize
Close
Overlay View Duration
• Ad Expand
• Ad Collapse
• Other Ad
Interaction
2014 Digital Video In-Stream Ads
Player
Linear
Nonlinear
Companion
Ad Expand
Defined for nonlinear ad behavior separate
from player behavior.
Ad
Collapse
Defined for nonlinear ad behavior separate
from player behavior.
Other Ad
Interaction
For adding additional metrics not included
in 2014 definitions.
2014 Digital Video In-Stream Ads
Player
Linear
Nonlinear
Companion
Browser
Publisher
Page
Content
Publisher
Content Video
Nonlinear Master
Impressions and clicks follow
Display Impression Guidelines
Companion Ad
2014 Digital Video In-Stream Ads
Impressions
Rich Media
Nonlinear Ad
Linear Ad
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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