Akamai Data Leveraged in Landmark Scientific Study on the Effectiveness of
Online Video Advertisements
New measurement study pursues scientific understanding of when viewers
complete watching video ads and when they abandon them
CAMBRIDGE, Mass. (October 22, 2013) – Akamai Technologies, Inc. (NASDAQ: AKAM), the leading provider of cloud services for delivering, optimizing and securing online content and business applications, today announced the publication of a new scientific study that leveraged data from hundreds of millions of online videos and advertisements measured using the Akamai Sola Analytics media measurement and analysis product. The research paper, “Understanding the Effectiveness of Video Ads: A Measurement Study,” coauthored by S. S. Krishnan and R.K. Sitaraman, will be presented at the ACM Internet Measurement Conference (IMC) in Barcelona on Thursday, October 24, 2013.
The study analyzed in aggregate 367 million videos and 257 million ads from over 3,000 publishers that were viewed by 65 million unique users worldwide. Among the key findings:
“This study is unique in that it goes above and beyond tracking and comparing completion rates, and rather takes an in-depth look at when viewers complete watching video ads and when they abandon them,” said Dr. Ramesh K. Sitaraman, Akamai Fellow and computer science professor at UMass-Amherst, who led the study. “By using novel scientific techniques for extracting knowledge from huge amounts of anonymized viewer data, we are able to gain a deeper understanding of video ads that are key to the monetization economics of online videos.”
To access the full research study, visit Understanding the Effectiveness of Video Ads: A Measurement Study. To learn more about applying analytics to video, download the white paper, The Power of Media Analytics: Data Driven Insights for Boosting Audience Engagement.
Akamai® is the leading provider of cloud services for delivering, optimizing and securing online content and business applications. At the core of the Company's solutions is the Akamai Intelligent Platform™ providing extensive reach, coupled with unmatched reliability, security, visibility and expertise. Akamai removes the complexities of connecting the increasingly mobile world, supporting 24/7 consumer demand, and enabling enterprises to securely leverage the cloud. To learn more about how Akamai is accelerating the pace of innovation in a hyperconnected world, please visit www.akamai.com or blogs.akamai.com, and follow @Akamai on Twitter.