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Weborama

iabrussiaprez
iabrussiaprez

The document reports on key metrics and benchmarks for the Weborama Audience Exchange video advertising platform in the first half of 2015. It shows that viewability rates, completion rates, and inventory health increased each month from January to June 2015. Viewability and completion rates varied across verticals, with finance, food/beverage, and telecom having among the highest rates. The top performing video ads for 15-second and 30-second creatives are also listed.

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WEBORAMA AUDIENCE EXCHANGE S1 2015 BENCHMARKS
MAIN FIGURES 62.2% VIEWABILITYRATE53.3%COMPLETIONRATE 0.65RUB COSTPERVIEWABLEIMPRESSION 0.61 RUB COSTPERCOMPLETEDVIEW 0.94RUB COST PERVIEWABLECOMPLETEDVIEW
INVENTORY HEALTH* PER MONTH *Inventory Health = Viewability rate + Completion rate + Close rate Jan Feb Mar Apr May Jun 126,13 130,47 133,8 136,55 140,09 148,21
VIEWABILITY RATE PER MONTH Jan Feb Mar Apr May Jun 51,28 56,55 62,68 63,43 65,82 70,69 Weborama Audience Exchange S1 2015 Benchmarks
COMPLETION RATE PER MONTH Jan Feb Mar Apr May Jun 46,32 45,02 46,72 49,7 53,04 55,1 Weborama Audience Exchange S1 2015 Benchmarks
CLOSE RATE PER MONTH Jan Feb Mar Apr May Jun 28,53 28,9 24,4 22,42 21,23 22,42 Weborama Audience Exchange S1 2015 Benchmarks
Automotive Cinema Clothing & Shoes Entertainment Finance Food & Beverage Pet Food Pharma Telecom 61,87 55,1 58,45 60,94 62,3462,31 60,1659,98 53,49 VIEWABILITY RATE PER VERTICAL Weborama Audience Exchange S1 2015 Benchmarks
COMPLETION RATE PER VERTICAL Weborama Audience Exchange S1 2015 Benchmarks Automotive Cinema Clothing & Shoes Entertainment Finance Food & Beverage Pet Food Pharma Telecom 51,17 39,32 51,449,43 62,35 46,92 59,85 50,71 41,52
CLOSE RATE PER VERTICAL Weborama Audience Exchange S1 2015 Benchmarks Automotive Cinema Clothing & Shoes Entertainment Finance Food & Beverage Pet Food Pharma Telecom 17,35 41,52 25,32 21,6620,3217,9 14,21 29,0528,48
15 SEC CREATIVE CHAMPIONS Weborama Audience Exchange S1 2015 Benchmarks McDonalds Big Mac May 2015. Creative Unicorn 15 sec Skechers March 2015. Creative Memory Foam 15 sec
30 SEC CREATIVE CHAMPIONS Weborama Audience Exchange S1 2015 Benchmarks 20-th Century Fox Spy May 2015. Creative Ready 30 sec McDonalds Big Mac May 2015. Creative Anna 30 sec
GLOSSARY COMPLETION RATE A COMPLETION EVENT OCCURS WHEN A VIDEO AD PLAYS THROUGH TO THE END. IT IS CALCULATED USING FORMULA: COMPLETES * 100 歎 IMPRESSIONS. THE MAXIMUM POSSIBLE VALUE IS 100, VALUES HIGHER THAN 50 SHOULD BE CONSIDERED AS GOOD. CLOSE RATE A CLOSE EVENT OCCURS WHEN A USER CLOSES THE VIDEO BEFORE ITS COMPLETED. IT IS CALCULATED AS CLOSES * 100 歎 IMPRESSIONS. THE MAXIMUM POSSIBLE VALUE IS 100, VALUES LOWER THAN 30 SHOULD BE CONSIDERED AS GOOD. COST PER COMPLETED VIEW A PRICING MODEL THAT ACCOUNTS FOR THE COST OF SINGLE COMPLETED VIEW. IT IS CALCULATED AS IMPRESSIONS 歎 1000 * CPM 歎 COMPLETES. COST PER VIEWABLE COMPLETED VIEW A PRICING MODEL THAT ACCOUNTS FOR THE COST OF SINGLE COMPLETED VIEW AND VIEWABILITY RATE OF THAT VIEW. IT IS CALCULATED USING THE FORMULA (IMPRESSIONS 歎 1000 * CPM 歎 COMPLETES) 歎 (VIEWABLITY RATE 歎 100). COST PER VIEWABLE IMPRESSION A PRICING MODEL THAT ACCOUNTS FOR THE COST OF MEDIA AND THE VIEWABILITY RATE OF THAT MEDIA. (IMPRESSIONS 歎 1000 * CPM 歎 1000) / (VIEWABLITY RATE 歎 100) CREATIVE CHAMPIONS ARE TOP PERFORMING ADS DURING THE DESCRIBED PERIOD. PERFORMANCE IS BASED ON ALL OF THE FOLLOWING METRICS: VIEWABILITY RATE, COMPLETION RATE, CLOSE RATE AND CLICK RATE. INVENTORY HEALTH IS THE SYNTHETIC METRIC WHICH ALLOWS TO UNDERSTAND OVERALL QUALITY OF INVENTORY. IT IS CALCULATED AS VIEWABILITY RATE + COMPLETION RATE + CLOSE RATE. THE MAXIMUM POSSIBLE VALUE IS 200, VALUES HIGHER THAN 130 SHOULD BE CONSIDERED AS GOOD. VIEWABLE IMPRESSION AS DEFINED BY THE MEDIA RATINGS COUNCIL, A VIEWABLE VIDEO IMPRESSION IS THE ONE WHERE 50% OF A VIDEO PLAYERS PIXELS ARE IN VIEW IN AN ACTIVE BROWSER TAB FOR ANY TWO CONSECUTIVE SECONDS. VIEWABLE COMPLETION A VIEWABLE COMPLETION EVENT OCCURS WHEN A VIDEO IS VIEWABLE (SEE: VIEWABLE IMPRESSION) AT THE END OF AD PLAY. VIEWABILITY RATE PERCENTAGE OF MEASURABLE IMPRESSIONS THAT WERE VIEWABLE. IT IS CALCULATED AS VIEWABLE IMPRESSIONS * 100 歎 (VIEWABLE IMPRESSIONS + NON-VIEWABLE IMPRESSIONS). THE MAXIMUM POSSIBLE VALUE IS 100, VALUES HIGHER THAN 50 SHOULD BE CONSIDERED AS GOOD.
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  • 2. MAIN FIGURES 62.2% VIEWABILITYRATE53.3%COMPLETIONRATE 0.65RUB COSTPERVIEWABLEIMPRESSION 0.61 RUB COSTPERCOMPLETEDVIEW 0.94RUB COST PERVIEWABLECOMPLETEDVIEW
  • 3. INVENTORY HEALTH* PER MONTH *Inventory Health = Viewability rate + Completion rate + Close rate Jan Feb Mar Apr May Jun 126,13 130,47 133,8 136,55 140,09 148,21
  • 4. VIEWABILITY RATE PER MONTH Jan Feb Mar Apr May Jun 51,28 56,55 62,68 63,43 65,82 70,69 Weborama Audience Exchange S1 2015 Benchmarks
  • 5. COMPLETION RATE PER MONTH Jan Feb Mar Apr May Jun 46,32 45,02 46,72 49,7 53,04 55,1 Weborama Audience Exchange S1 2015 Benchmarks
  • 6. CLOSE RATE PER MONTH Jan Feb Mar Apr May Jun 28,53 28,9 24,4 22,42 21,23 22,42 Weborama Audience Exchange S1 2015 Benchmarks
  • 7. Automotive Cinema Clothing & Shoes Entertainment Finance Food & Beverage Pet Food Pharma Telecom 61,87 55,1 58,45 60,94 62,3462,31 60,1659,98 53,49 VIEWABILITY RATE PER VERTICAL Weborama Audience Exchange S1 2015 Benchmarks
  • 8. COMPLETION RATE PER VERTICAL Weborama Audience Exchange S1 2015 Benchmarks Automotive Cinema Clothing & Shoes Entertainment Finance Food & Beverage Pet Food Pharma Telecom 51,17 39,32 51,449,43 62,35 46,92 59,85 50,71 41,52
  • 9. CLOSE RATE PER VERTICAL Weborama Audience Exchange S1 2015 Benchmarks Automotive Cinema Clothing & Shoes Entertainment Finance Food & Beverage Pet Food Pharma Telecom 17,35 41,52 25,32 21,6620,3217,9 14,21 29,0528,48
  • 10. 15 SEC CREATIVE CHAMPIONS Weborama Audience Exchange S1 2015 Benchmarks McDonalds Big Mac May 2015. Creative Unicorn 15 sec Skechers March 2015. Creative Memory Foam 15 sec
  • 11. 30 SEC CREATIVE CHAMPIONS Weborama Audience Exchange S1 2015 Benchmarks 20-th Century Fox Spy May 2015. Creative Ready 30 sec McDonalds Big Mac May 2015. Creative Anna 30 sec
  • 12. GLOSSARY COMPLETION RATE A COMPLETION EVENT OCCURS WHEN A VIDEO AD PLAYS THROUGH TO THE END. IT IS CALCULATED USING FORMULA: COMPLETES * 100 歎 IMPRESSIONS. THE MAXIMUM POSSIBLE VALUE IS 100, VALUES HIGHER THAN 50 SHOULD BE CONSIDERED AS GOOD. CLOSE RATE A CLOSE EVENT OCCURS WHEN A USER CLOSES THE VIDEO BEFORE ITS COMPLETED. IT IS CALCULATED AS CLOSES * 100 歎 IMPRESSIONS. THE MAXIMUM POSSIBLE VALUE IS 100, VALUES LOWER THAN 30 SHOULD BE CONSIDERED AS GOOD. COST PER COMPLETED VIEW A PRICING MODEL THAT ACCOUNTS FOR THE COST OF SINGLE COMPLETED VIEW. IT IS CALCULATED AS IMPRESSIONS 歎 1000 * CPM 歎 COMPLETES. COST PER VIEWABLE COMPLETED VIEW A PRICING MODEL THAT ACCOUNTS FOR THE COST OF SINGLE COMPLETED VIEW AND VIEWABILITY RATE OF THAT VIEW. IT IS CALCULATED USING THE FORMULA (IMPRESSIONS 歎 1000 * CPM 歎 COMPLETES) 歎 (VIEWABLITY RATE 歎 100). COST PER VIEWABLE IMPRESSION A PRICING MODEL THAT ACCOUNTS FOR THE COST OF MEDIA AND THE VIEWABILITY RATE OF THAT MEDIA. (IMPRESSIONS 歎 1000 * CPM 歎 1000) / (VIEWABLITY RATE 歎 100) CREATIVE CHAMPIONS ARE TOP PERFORMING ADS DURING THE DESCRIBED PERIOD. PERFORMANCE IS BASED ON ALL OF THE FOLLOWING METRICS: VIEWABILITY RATE, COMPLETION RATE, CLOSE RATE AND CLICK RATE. INVENTORY HEALTH IS THE SYNTHETIC METRIC WHICH ALLOWS TO UNDERSTAND OVERALL QUALITY OF INVENTORY. IT IS CALCULATED AS VIEWABILITY RATE + COMPLETION RATE + CLOSE RATE. THE MAXIMUM POSSIBLE VALUE IS 200, VALUES HIGHER THAN 130 SHOULD BE CONSIDERED AS GOOD. VIEWABLE IMPRESSION AS DEFINED BY THE MEDIA RATINGS COUNCIL, A VIEWABLE VIDEO IMPRESSION IS THE ONE WHERE 50% OF A VIDEO PLAYERS PIXELS ARE IN VIEW IN AN ACTIVE BROWSER TAB FOR ANY TWO CONSECUTIVE SECONDS. VIEWABLE COMPLETION A VIEWABLE COMPLETION EVENT OCCURS WHEN A VIDEO IS VIEWABLE (SEE: VIEWABLE IMPRESSION) AT THE END OF AD PLAY. VIEWABILITY RATE PERCENTAGE OF MEASURABLE IMPRESSIONS THAT WERE VIEWABLE. IT IS CALCULATED AS VIEWABLE IMPRESSIONS * 100 歎 (VIEWABLE IMPRESSIONS + NON-VIEWABLE IMPRESSIONS). THE MAXIMUM POSSIBLE VALUE IS 100, VALUES HIGHER THAN 50 SHOULD BE CONSIDERED AS GOOD.