Q4 2015 QUARTERLY UPDATE
FRANCE
Q4 2015 QUARTERLY REPORT SUMMARY INTRODUCTION To help marketers and agencies better understand the programmatic landscape, we’ve made some additions and changes to this report. We will continue to feature valuable information on industry growth and economics. To that we have added key performance metrics like clicks and completions. For all these measures, we now also report on mobile and other ad formats wherever possible.
PRE-ROLL
MOBILE
413,967,846
25,635,987
50%
-21%
169%
579%
Change: Quarter over Quarter*
-5%
34%
Change: Year over Year*
12%
61%
-4%
-26%
-15%
68%
INVENTORY Daily Average
Change: Quarter over Quarter
Change: Year over Year
CPMs
*Denotes rate of change.
COMPLETION RATES Change: Quarter over Quarter*
Change: Year over Year* *Denotes rate of change
QUARTERLY UPDATE: FRANCEV > Q4 2015
2
15 SECONDS
30 SECONDS
Q4 2014
34%
66%
Q3 2015
31%
69%
Q4 2015
10%
90%
Q4 2014
15%
85%
Q3 2015
88%
12%
Q4 2015
31%
69%
AD DURATION: MIX OF PRE-ROLL IMPRESSIONS
AD DURATION: MIX OF MOBILE IMPRESSIONS
SUMMARY France’s pre-roll inventory increased 50% quarter over quarter. All formats are up from Q4 2015 with mobile seeing the largest gain of 579%. CPMs in pre-roll are down 5%, giving advertisers a great opportunity to reach their audiences across more inventory at a lower price. There are fluctuations in ad duration between quarters. In Q4 2015, 90% of ads that ran were 30-second spots. That’s uncharacteristic for the region given last quarter and a year ago where 30-second ads made up around 60-70%. The large swings in ad format share between quarters are likely a result of France’s changing and maturing market.
QUARTERLY UPDATE: FRANCEV > Q4 2015
3
INVENTORY - TOTAL QUARTER
PRE-ROLL
MOBILE
DISPLAY
PRE-ROLL
MOBILE
DISPLAY
Q1 2015
18,601,237,070
3,038,076,993
35,160,445,147
Q2 2015
23,900,473,949
2,776,783,722
39,600,982,862
Q3 2015
25,067,290,416
2,951,745,370
34,992,980,943
Q4 2015
37,671,073,985
2,332,874,793
37,241,560,834
QUARTERLY UPDATE: FRANCEV > Q4 2015
4
PERFORMANCE METRICS - COMPLETION RATES
PRE-ROLL
MOBILE PRE-ROLL
MOBILE
Q1 2015
69%
27%
Q2 2015
64%
34%
Q3 2015
66%
60%
Q4 2015
63%
45%
PERFORMANCE METRICS - CLICK RATES
PRE-ROLL
MOBILE
DISPLAY
PRE-ROLL
MOBILE
DISPLAY
Q1 2015
1.2%
2.3%
–
Q2 2015
0.5%
1.6%
–
Q3 2015
0.7%
2.3%
0.01%
Q4 2015
0.6%
2.6%
0.01%
QUARTERLY UPDATE: FRANCEV > Q4 2015
5
PERFORMANCE METRICS - AVERAGE CPM
PRE-ROLL
MOBILE
DISPLAY
PRE-ROLL
MOBILE
DISPLAY
Q1 2015
€9.28
€5.89
€1.00
Q2 2015
€8.92
€7.05
€1.30
Q3 2015
€10.32
€9.51
€1.58
Q4 2015
€9.84
€12.76
€0.48
PERFORMANCE METRICS - VCPM
PRE-ROLL
MOBILE PRE-ROLL
MOBILE
Q1 2015
€29.08
€9.52
Q2 2015
€39.34
€10.16
Q3 2015
€38.21
€12.65
Q4 2015
€27.64
€18.03
QUARTERLY UPDATE: FRANCEV > Q4 2015
6
PERCENT OF PRE-ROLL IMPRESSIONS BY AD LENGTH
Q1
Q2
2015
Q3
2015
Q4
2015
2015
Q1 2015
Q2 2015
Q3 2015
Q4 2015
15 SECONDS
7%
14%
31%
10%
30 SECONDS
93%
86%
69%
90%
100%
100%
100%
100%
TOTAL
PERCENT OF MOBILE IMPRESSIONS BY AD LENGTH
Q1
Q2
2015
Q3
2015
Q4
2015
2015
Q1 2015
Q2 2015
Q3 2015
Q4 2015
15 SECONDS
22%
19%
88%
31%
30 SECONDS
78%
81%
12%
69%
100%
100%
100%
100%
TOTAL
QUARTERLY UPDATE: FRANCEV > Q4 2015
7
GLOSSARY OF TERMS Completion
Mobile Pre-Roll
A completion event occurs when a video ad plays through to the end.
Video ads with standard functionality, such as click throughs, running on smartphone or tablet devices. Can be in-stream (i.e. mobile browser) or in-app (e.g., Words with Friends). Interstitial ads playing in-app expand to full screen unless viewer exits.
Cost-per-minute viewed The cost of the ad divided by the number of minutes the ad is played for.
Skippable Pre-roll In-stream video ads that allow viewers to skip ahead to their video content after playing for a few seconds.
CPM The price of 1,000 ad impressions.
Standard Pre-Roll Interactive In-App Pre-Roll
In-stream video ads that play before video content.
Video ads containing rich media or interactive functionality running in-app on smartphones or tablets. Interstitial ads playing in-app expand to full screen unless viewer exits.
Viewable Completion A viewable completion event occurs when a video is viewable (see: “viewable impression”) at the end of ad play.
Interactive Pre-Roll In-stream video ads that play before video content and feature interactive and rich media elements, such as overlays, video galleries, microsites, zip code locators, etc.
Viewable Impressions Number of measurable pre-roll video impressions that were viewable for any two consecutive seconds in the viewable browser area (at least 50% of the player is in view) of an active tab
Inventory The number of available ad impressions.
Viewability Rate Lift
Percentage of measurable impressions that were viewable
The increase in effectiveness measurements (e.g., message recall) between respondents who did not view the ad and those who did.
Viewable CPM (VCPM)
Message Recall
A pricing model that accounts for the cost of media and the viewability rate of that media. To calculate VCPM, divide the eCPM by the viewability rating.
A measurement used to evaluate an ad’s effectiveness at driving a viewer’s ability to remember a brand or the message it intended to communicate. Typically measured using a control/exposed survey methodology.
QUARTERLY UPDATE: FRANCEV > Q4 2015
8
METHODOLOGY Data for this report is derived from campaigns executed on the TubeMogul Platform from January 2015 through December 2015, spanning millions of pre-roll, mobile pre-roll, connected tv and display ad views. “Mobile inventory” is an aggregate of mobile pre-roll inventory and mobile interactive inventory. CPMs are the cost-per-onethousand impressions. Mobile CPMs are an aggregate of mobile pre-roll and mobile interactive impressions. Completion rates are the number of completed ads divided by the total ad impressions. Click rates are the number of clicks divided by the number of impressions. Completion rate and Click rate metrics that appear on the cover sheets are rate of change. (e.g. 50% to 60% = 20% change). VCPM is a pricing model that accounts for the cost of media and the viewability rate of that media. To calculate VCPM, divide the eCPM by the viewability rating. All impressions used in this report are from exchange inventory unless otherwise noted.
QUARTERLY UPDATE: FRANCEV > Q4 2015
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