- The position of an ad has the single largest impact on completion rate, with a mid-roll ad 18.1 percent more likely to be completed than the same ad as a pre-roll, and pre-rolls 14.3 percent more likely to be completed than the same ad as a post-roll.
- Repeat visitors to a site have higher completion rates for ads on that site than one-time visitors to that site.
- Viewers are more tolerant of video ads than of slow-loading videos. Viewers who must wait 10 seconds for their video to load are three times more likely to abandon than users who spend the same amount time watching a pre-roll ad.
- Users who abandon ads leave early. One-third of the abandoners leave at or before the quarter-way mark and two-thirds at or before the halfway mark in the ad.
- Ads that play within long-form content such as TV episodes and movies complete at a higher rate (87 percent) than those that play in short-form content such as news clips and sports highlights (67 percent).
- Time of day and day of week do not affect ad completion rates substantially.
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Since our founding, Akamai has been at the vanguard of the Internet revolution. And as we prepare to celebrate our 15th anniversary this month, our spirit of innovation and our desire to solve the most difficult Internet challenges are just as strong today as they were 15 years ago.
From day one, we have worked hard to gain an understanding of how our customers want to use the Internet to make their businesses be more agile, more customer-centric, and more profitable. And we use that understanding to guide our innovation and to invent new solutions to help make our customers' visions become a reality.
This October, we'll be gathering in Washington, DC for our 6th annual customer conference--Akamai Edge. Edge is one of my favorite events because I get to hear from our customers about how they're using Akamai solutions to help deliver on the promise of the Cloud. Edge is more than a conference; it's become a forum for Internet visionaries from a range of industries and regions to gather and share their secrets to online success.
Our customer base now includes 96 of the Internet Retailer 100 companies, 7 of the top 10 global banks, 19 of the top 20 hotel brands, and more than one-third of the Global 500 companies. And many of the leaders from those organizations will be on-hand at Edge to share their ideas for pushing the pace of innovation in a hyperconnected world.
This year, we will hear from industry thought leaders such as Fedex CIO Rob Carter, Security Expert Bruce Schneier, IT visionary and author Gene Kim, and many others from organizations like eBay, Visa, CBS Interactive, and IBM.
I look forward to seeing you in DC and to understanding how we can help improve your business in the rapidly-changing and increasingly-complex online world.
Chief Executive Officer, Akamai
I will start this blog entry with a disclaimer: there are many definitions out there for CDN Federation, most are feasible but many are just not as practical and/or easy to implement as advertised. All you Trekkies that came here because of a Google alert about federation, sorry... we are talking about content delivery done seamlessly between two or more differing entities, not the United Federation of Planets.
To cut through all of the noise about CDN Federation, let's begin with the two traffic flow scenarios that make up CDN Federation. Outbound and Inbound which we will call Termination - and to be clear, this is not network packet flow which happens in both directions in either case, but rather content origination and location where content is consumed. The below diagrams will help illustrate what I mean.
Outbound CDN Federation - This is a widely deployed type of Federation and refers to when an Operator who owns some content, a network, and a bunch of subscribers needs to have greater reach for that content than the Operator's network allows. The Operator may also need some level of excess capacity or redundancy for their content and subscribers. This could be on a local or global level. The reasons for Federating are discussed a bit later, but for now you can think of Outbound Federation as being done in order to distribute content.
Termination or Inbound CDN Federation - This type of CDN Federation is done by Operators who are trying to localize and manage traffic. The traffic originates in a different operator's network but is consumed by the subscribers of the Operator deploying the Inbound Federation. Once again, the reasons for implementing this type of CDN Federation are discussed a bit later but for now you can think of Termination as being deployed to manage network traffic.
Now let's get to the reason as to why one would need Federation or Termination. The few practical reasons listed below are not applicable to everyone, but Operators will find at least one or more of these reasons appealing in order to become part of a Federation.
1. Global Reach (Outbound Federation) - this is the sexiest of the advertised reasons for Federating. Think of a perfect world where any Content Provider (CP) can reach any subscriber regardless of location. This is indeed a very good reason to federate your CDN. Much like your mobile phone service, where you can make calls and send text messages from pretty much anywhere to anyone. Federating allows roaming subscribers of a major cable operator or telecom to view their home Operator's content on any network, even a competitor. This roaming may not be necessarily global in nature like in the case of mobile phone, but more often perhaps down the street at your local coffee shop with a different ISP.
1. Maintenance, Overflow and Flash Crowd Handling (Outbound Federation) - No one really talks about this particular aspect of CDN Federation because well, it is not as exciting as global reach. But, it is probably the most useful part of Federation. This is generally done as additional on-demand capacity and is under a different administrative control than the Federating Operator. This CDN capacity is deployed in the same Operator's network or in the network of an adjacent Operator in the same geographical vicinity as the home Operator CDN is deployed. Sometimes this adjacent Operator can be a competitor. This type of Federation is done in order to handle scheduled or unscheduled maintenance and flash crowds created by major events.
2. Traffic Management and Localization (Termination) - When you are an operator with subscribers, your subscribers can request content that originates anywhere in the world. These subscribers also demand Quality of Experience (QoE) for the content they consume. This content, when coming from another operator, typically enters at a very expensive and capacity limited point in the Operator's network and then traverses the home network with very limited Operator control until it gets to the subscriber. This is expensive and hard to manage for the home Operator. This also can cause a poor QoE for the subscriber. Ultimately, nobody wins...
The solution to this challenge? Termination: bring the traffic deep into the Operator's network to cache it in strategic points, thus making it manageable. It is hard not to sound biased here, but the Federation has to be with someone who has a lot of content and more importantly has control of this content for legal and technical reasons.
With that said, and now that we are talking about Federation in the same context, the next blog post I will talk about the Global Reach portion of Federation and reasons some of the challenges associated with it.
Michael Kuperman is a senior director of Business Development at Akamai
- New Customer Discount: If your company first purchased Akamai services after January 1, 2013, you're eligible to receive a $300 discount on the Full Conference pass. Enter code: 50NEW2013
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Discovery Channel's nerve-wracking "Skywire Live with Nik Wallenda" last Sunday brought new meaning to the term, "cable TV." The live television and online broadcast featured tightrope walker Nik Wallenda, a.k.a. "The King of the Highwire," traversing a 1,400-wide section of the Grand Canyon some 1,500 feet in the air on a two-inch cable.
As pleased as Akamai was to help Discovery Channel deliver the live online video stream to viewers worldwide, we were far happier - and relieved - that Nik successfully completed the stunt without incident. Akamai worked with Discovery Channel to make streams from five different camera angles during the walk available to visitors to its Wired In multiplatform experience, which generated more than 2.1 million streams on Sunday and peaked at 322,000 concurrent streams.
Discovery Channel reported that the event was watched by 12.98 million total viewers and became the "#1 most social show across broadcast and cable in the U.S.," where it generated 1.3 million Tweets.
Chris Nicholson is a senior public relations manager at Akamai.
As previously posted here, Akamai's Frank Childs recently presented at the CDN Summit in NYC alongside Charter Communication's Kreig DuBose for a session titled "Deploying and Operator CDN to Enhance Customer Experience." Frank spoke about our Aura Network Solutions and Kreig explained his decision to select Aura, the results of the implementation and next steps. If you're interested in seeing the presentation, I've inluded the video below...
After the CDN Summit it was back on the road for the Cable Show in Washington, DC. The event was the perfect place to see new advances in interactive video applications, breakthrough technologies that are changing the way people communicate online, and multi-screen content delivery strategies, among others. And of course we heard from industry leaders talking about their investment and product development priorities for 2014 and beyond. While I spent some time celebrity spotting - MC Hammer, Ricky Schroder and JLo, to name just a few - our very own Kris Alexander presented in what is known as "Imagine Park" in the center of the exhibit floor. To a packed crowd, Kris showcased Akamai's "Hyperconnected Living Room Experience", explaining how the second screen trend is likely to evolve and what is possible in the world of synchronized experiences and companions apps.
Here is a video of his presentation.
As you might imagine, The Cable Show folks do a remarkable job of capturing all of the show's presentations online. Take a look at their web site to view more sessions at: https://2013.thecableshow.com
Tara Bartley is a Senior Product Marketing Manager at Akamai