12/28/071 advertising and promotion online video presented by carol flagg, austin chronicle aan web...
TRANSCRIPT
12/28/07 1
Advertising and
Promotion ONLINE VIDEO
presented by Carol Flagg, Austin Chronicle
AAN Web Publishing Conference 2008
12/28/07 2
According to Emarketer…
Online video ad spending in U.S. 2007 at $640 million
By 2009, $1.5 billion
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According to DoubleClick...
A healthy portion of exposed audiences interact with video ads - on average, 8% of video ads generate user interaction
Video click thru rates are higher than image format ads, averaging .4 - .74% vs. .1 - .2 percent for traditional banners.
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Overview Common Video Ad Formats...
Pre-roll New York Times Mid-roll and post roll Auto-play and User-initiated
Austin Chronicle
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Classified Verticals...
Miami Herald Employment TV Realpeoplerealstuff Chicago Tribune Real Estate
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Business Profiles...
Financial Times Ad Feature
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Lions & Tigers & Google, oh my...
Google is in on the action
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Sample Promotions Using Video...
Club Chronicle Team Challenge Bacheloser Chron TV
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And there is always YouTube...
Post promo videos on YouTube Also, easy way to enter into this
space – YouTube converts your video and hosts it; paper embeds the code provide by YouTube on their website. The Stranger's HUMP event video
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And there is always YouTube...
Also, you may find interesting ways to use YouTube videos on your site as well to draw reader interest...Chronicle Ad Nauseam
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Chronicle Sales Strategy...
One Sheets Sales goals – sell 3 online
campaigns per qtr and one must be video
Heavy target on local/state political races
Ultimate goal: Med. Rectangle is dedicated solely to video ads
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Tech stuff from our webmaster or in other
words, the stuff I don't know anything about... Basic instructions for building video
ads
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Resources Used...
Promotions team shoots video for promotions; advertisers provide video for ads
Webmaster builds video ads Videographer interns for college
credit Contract with local videographer
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Chronicle Recap... Cost additional $2 cpm Include video ad in goals Produce video ads at no charge w/clip
from client Provides outside videographer support Uses existing staff for promotional
videos Webmaster builds ads/promotional
videos
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Other AAN Papers...
News & Review Face to Face Video is bundled w/print buy with
a minimum 13 week commitment Contract videographer for $75 per
video Hosted remotely and charged for
bandwidth
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Other AAN Papers...
Seven Days Bite Club Promotion Local retail ad On staff videographer Videos hosted by Brightcove.com Experimenting with recruitment ads
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Other AAN Papers...
Metro Times Video Vault 30 sec videos at $500 first month;
$250 thereafter Use interns to shoot videos (at no
charge) Hosted on their own site
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General CPM Rates...Per AccuStream Imedia Research
Pre-roll ads: $25-$30 Banner ads: $8-$25, depending on
target & positioning
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Some Vendor/Network Options...
SpotXchange, an auction site for pre-roll ads. CPM rates vary from $7-$12. [email protected]
Undertone Networks video ad network sells pre-rolls for pre-emptable (ie. Remnant). $8-$10 CPM rates. [email protected]
Brightcove to host video ads (pay for bandwidth)
Digital Media Communications DMC Provides wholesale videos.
Biemedia also provides wholesale videos.
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Reference Links...
Pointroll Streaming Video Advertising Guide 2006
Advertising Age: Guide to Online Video
ClickZ Ads: The Three Best Practices
E&P: Online Video Ads Score Well with Users
Media Life: In classifieds, video's quite the big deal
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Copy of this presentation...
Will be posted post-conference on AAN website or you can e-mail me for a copy at: [email protected]