navigating video advertising on every screen
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11
Navigating Video Advertising
On Every Screen
blog.pointroll.com
@pointrollwww.tubemogul.com
@tubemogul
#VideoEverywhere
2
Catherine Spurway-Hepler
• PointRoll
SVP, Strategy & Marketing
• cspurway@pointroll.com
Todd Pasternack
• PointRoll
Director, Creative Technology Group
• tpasternack@pointroll.com
Meet the Panelists
Max Mead
• TubeMogul
SVP, Business Development
• max.mead@tubemogul.com
David Burch
• TubeMogul
Communications Director
• david.burch@tubemogul.com
#VideoEverywhere
3
Video…
What is it. What it isn’t.
4
Video Advertising is…
Not just
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Paid media increasingly necessary
to drive views
86% of YouTube Videos Receive <10K Views
Source: internal research, 2011
33.2%
22.8%
8.6%10.2%
6.6%5.6%
10.4%
2.3%0.4%
<100 100-500 501-1k 1k-2.5k 2.5k-5k 5k-10k 10k-100k 100k-1m >1m
YouTube Videos by Number of Views
Percent of Total
6
YouTube: Over Half of Views Occur in First Week
Source: TubeMogul, 2010
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89Days Passed Since Upload
Video Lifecycle: % of Total Views in 90 Days
2010
2008
7
Video advertising is…
Effective
Engaging
Everywhere
#VideoEverywhere
8
1.3%
3.2%
0.8%
1.5%
1.1%1.0%
2.4%
1.0%
0.7% 0.7%0.6%
1.8%
0.8%
0.2%
0.4%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent / Consideration
Video-based Rich Media Non-Video-based Rich Media Simple Flash
Why video advertising?
Source: TubeMogul / Dynamic Logic joint research
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Video Advertising Is Engaging
10
Video Advertising Can Be …
Interactive or non-interactive
The creative or a feature
The distribution channel itself
An opportunity on any screen
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In Banner & Custom Video Ads
that Drive Engagement
12
Video As A Feature
Click for Demo
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Video IS The Creative
Click for Demo
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Video IS The Creative
Click for Demo
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In Stream Video
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Pre-roll
PointRoll In Stream Solutions
Interactive AdChooser
Out of Video Player Dynamic
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Out of Player Experience
Click for Demo
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InStream: Ford Dynamic Local Offer
Click for Demo
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Awareness Consideration Intent
Geography
Context
Lifestyle Social
Behavioral
Data & Targeting
Demographic
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Repurposed TV = Awareness; Made-for-Web = Impact
0
1
2
3
4
5
Aided Brand Awareness
Online Ad Awareness Message Association Brand Favorability Purchase Intent/Consideration
2.0
4.7
2.2
1.2
0.8
1.9
4.3
2.1
1.61.4
Repurposed TV Made-for-Web
Pe
rce
nt
Imp
acte
d
Repurposed TV: Last 3 Years, Q4/2009, N=59, n=75,045; Made-for-Web Content: Last 3 Years, Q4/2009, N=135, n=150,028 Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098
There is likely a beneficial impact on awareness from the TV spots these ads
have been repurposed
Video content has the ability to be more relevant and useful to the
viewer, and therefore, more persuasive
What works where?
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Video As A Feature
Click for Demo
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Users Will Watch: More Time With Your Brand Message
Source: TubeMogul client campaigns. Spans 124m views. 2011.
38.6
45.2
85.2
32.2
Branded Auto-Play Click-To-Play Facebook In-Game Rollover To Play
Average Seconds Watched Per View by Type: Ads >30 Seconds
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Distribution and Targeting
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The Old Way
Advertiser Publisher
Ad Network
Ad Net 1
Ad Net 2
Ad Net 3 …
Publisher
Video Assets
Reporting
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The New Way
Exchange / SSPs
Publishers
Video Markets
Private Networks
AdvertiserAdvertiser
Ad Networks
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The New Way
Non-Expanding Interactive Flash
Advanced, Polite Rich Media as
well as Expandable capabilities
across networks and DSPs
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Sounds Good, But What’s That Really Mean?
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Video Metrics
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TubeMogul Video Analytics
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What’s Next?
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The Big Picture
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Summary
Make YouTube a part of your plan, just not your only plan
Think about campaigns holistically
People will watch your videos…
Make your videos interactive and engaging
Use insights and analytics to optimize
Use RTB to balance reach/frequency
Start broad
33
Questions?
Contact your rep or email info@pointroll.com
with specific questions or to learn more.
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