how brands can ring the register with video advertising
DESCRIPTION
ABOUT THE WEBINAR: In this session, Keith Eadie, VP Marketing at TubeMogul, will review real case studies demonstrating how major brands are using video to ring the register. The focus of the session will be on practical takeaways advertisers can use to drive sales and brand awareness. Keith will outline which strategies, ad units and placements are working – and the metrics available to evaluate success of online video campaigns. WEBINAR SPEAKER: Keith Eadie, VP Marketing, TubeMogul BIO: Keith Eadie leads the marketing team at TubeMogul and is responsible for evangelizing the benefits of online video advertising and analytics to brand advertisers. Keith joined TubeMogul from The Boston Consulting Group, where he specialized in developing marketing strategies for technology and digital media firms. Prior to BCG, Keith worked with TubeMogul in its infancy at UC Berkeley and collaborated with the founders to develop the initial business plan and marketing tactics. Keith received his Bachelor of Commerce from the University of British Columbia and his MBA from UC Berkeley.TRANSCRIPT
1© 2010 TubeMogul Incorporated. All Rights Reserved.
TubeMogul Video Advertising and Analytics
IAB Webinar: How Brands Can
Ring the Register with Video Advertising
Keith Eadie / @keadie / @tubemogul
2
Agenda
1. TubeMogul – What We Do
2. Why Are Brands Using Video?
3. What Video Formats Work Best?
4. Facebook – The Video Juggernaut
5. Executing a Successful Video Campaign
6. Strategy in Action: Symantec Case Study
© 2010 TubeMogul Incorporated. All Rights Reserved.
3© 2010 TubeMogul Incorporated. All Rights Reserved.
What We Do
We Connect Brands with Targeted Audiences
Using All Forms of Video Ads
4© 2010 TubeMogul Incorporated. All Rights Reserved.
We Collect Billions of Video Streams Per Month
(Second only to Google)
What We Do
5
Agenda
1. TubeMogul – What We Do
2. Why Are Brands Using Video?
3. What Video Formats Work Best?
4. Facebook – The Video Juggernaut
5. Executing a Successful Video Campaign
6. Strategy in Action: Symantec Case Study
© 2010 TubeMogul Incorporated. All Rights Reserved.
6
Video Ad Growth is Exploding
© 2010 TubeMogul Incorporated. All Rights Reserved.
2009 2010 2011 2012 2013 2014$0.0
$1.0
$2.0
$3.0
$4.0
$5.0
$6.0
1.0 1.52.1
3.14.2
5.5
Video Ad Spend ($B)
41%
Video is fastest growing segment of digital advertising
($B)
Source: eMarketer (May 2010)
7
Video Ads: In-Stream or In-Banner
© 2010 TubeMogul Incorporated. All Rights Reserved.
In-Stream In-Banner
• Often just called “pre-roll” (but also mid-roll / post-roll)
• Ad video comes before content video
• Ideal for 0:15 or 0:30 lengths
• Often repurposed TV spots
• Video ad served in “300x250” display banner
• Ad video stands alone (“non-interruptive”)
• Ideal for >0:30 lengths
• Usually made-for-web content
8
How Brands Use Video
© 2010 TubeMogul Incorporated. All Rights Reserved.
Owned MediaCompany
SiteYouTube Channel
Paid Media
Pre-Roll In-Banner
Earned MediaViral Sharing and Embeds
YouTube Rankings
9
Video Has HUGE SEO Benefits
© 2010 TubeMogul Incorporated. All Rights Reserved.
• Put keywords in your video title
• Include relevant metadata with videos
• Embed videos on your own site
Video is 50 times more likely thantext to be on the 1st page of Google1Owned Media
1. Forrester, January 2009
10
Video Drives On-Site Conversions
© 2010 TubeMogul Incorporated. All Rights Reserved.
• Longer time spent on site
• Fewer abandoned shopping carts
• Lower return rates
Video improves conversions for web retailers by 64%1Owned Media
1. comScore, August 2010
11
Video Outperforms Other Creative Formats for Brand Metrics
Perc
ent I
mpa
cted
Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098; Rich Media: Last 3 Years, Q4/2009, N=1,203 n=1,511,268Simple Flash: Last 3 Years, Q4/2009, N=1,183 n=1,507,596
Aided Brand A
wareness
Online A
d Aware
ness
Messa
ge Asso
ciation
Brand Fa
vorabilit
y
Purchase
Inte
nt/Consid
eration
0
1
2
3
4
1.3
3.2
0.8
1.5
1.11.0
2.4
1.00.7 0.70.6
1.8
0.8
0.20.4
Online Video Rich Media Simple Flash
Online Creative Formats: Frequency of 1
In particular, ad awareness and Brand Favorability were impacted more effectively
Video delivers more brand impactthan other digital ad formats
Paid Media
12
Successful video campaignsincrease brand metrics
Video Delivers Brand Lift
Earned Media
• Over 60 million views
• 84% increase in audience reach
• 160% increase in online GRP’s
• Improvements in brand favorability and purchase consideration
13
Agenda
1. TubeMogul – What We Do
2. Why Are Brands Using Video?
3. What Video Formats Work Best?
4. Facebook – The Video Juggernaut
5. Executing a Successful Video Campaign
6. Strategy in Action: Symantec Case Study
© 2010 TubeMogul Incorporated. All Rights Reserved.
14
Measuring Video Ad Performance
© 2010 TubeMogul Incorporated. All Rights Reserved.
Video Analytics Attitudinal Metrics
Aided Brand Awareness
Online Ad Awareness
Message Association
Brand Favorability
Purchase Intent
Offline Sales
• Total views
• Average viewing time
• Total viewing time
• Click-through-rate (CTR)
• Completion rate
Measured by Measured by
15
Repurposed vs. Made-for-Web Video
Made-for-Web Content
Repurposed TV
0% 10% 20% 30% 40% 50% 60%
23.8%
28.0%
36.6%
53.8%
Halfway Completed
Percentage of people who viewed the video
However, Made-for-Web content loses a smaller
percentage of viewers after the halfway point
**Note: Data amongst Click-to-Play video content Source: TubeMogul: 20,302,612 Streams; 196,834 hours viewed
Repurposed TV Videos Have Higher Completion Rates
16
% o
f To
tal
Peo
ple
Ser
ved
Vid
eo
^ Viewers who watched at least 10 seconds before exiting videoSource: TubeMogul: 20,302,612 Streams; 196,834 hours viewed
Portion of Video Completed
Made-for-Web Content
10 sec 20 sec Halfway 75% Completed15%
25%
35%
45%
55%
65%
75%
52.5%
29.6%
17.0%
63.0%
44.2%
32.2%
65.0%
36.5%
23.4%
:30 - :60 :60 - 1:30 >1:30
:60 – 1:30 Videos Have the Highest Completion Rate
17
Comparison of Attrition Rates
Made-for-Web, >1:30
Made-for-Web, :60 - 1:30
Made-for-Web, :30 - :60
Repurposed, :30
Repurposed, :15
0% 10% 20% 30% 40% 50% 60%
23.4%
32.2%
17.0%
30.1%
19.4%
36.5%
44.2%
29.6%
57.2%
42.4%
Halfway Completed
Percentage of people who viewed the video **Note: Data amongst Click-to-Play video content Source: TubeMogul: 20,302,612 Streams; 196,834 hours viewed
Repurposed video ads are “gatekeeper” content – performance will be impacted
by content’s value proposition (e.g. length, content quality, exclusivity)
“Medium” Length Made-for-Web Videos Have the Lowest Drop-Off
18
**Note: Data amongst Click-to-Play video content Source: TubeMogul: 20,302,612 Streams; 196,834 hours viewed
Retail Outlet: Made-for-Web
Retail Outlet: Repurposed TV
Media/Entertainment: Made-for-Web
Media/Entertainment: Repurposed TV
Food/Beverage (CPG): Made-for-Web
Food/Beverage (CPG): Repurposed TV
Technology: Made-for-Web
Technology: Repurposed TV
0% 20% 40% 60% 80%
29.7%
59.9%
17.4%
18.5%
44.0%
16.5%
21.9%
23.3%
37.6%
73.2%
34.8%
40.8%
57.5%
40.4%
34.4%
55.0%
Halfway Completed
Industry Video Attrition Rates
Percentage of people who viewed the video
Performance of Video Formats Varies Between Industries
Food/Beverage made-for-web videos performed markedly better than its counterpart
Retail campaigns exhibit both lowest drop-off and completion
rates for both production formats
19
10 Seconds Halfway 75% Completion15%
25%
35%
45%
55%
65%
75%
55.4%
34.2%
26.2%22.5%
63.0%
39.7%
33.6%
24.5%
Auto-Play Click-to-Play
Auto-Play vs. Click-to-Play Formats
% o
f To
tal
Pe
op
le S
erv
ed V
ideo
Portion of Video Completed
Source: TubeMogul: 20,302,612 Streams; 196,834 hours viewed
In general, Auto-Play causes more disturbance and annoyance to the viewer experience,
resulting in more exits
Viewers Watch Click-to-Play Videos Longer than Auto-Play Videos
20
Repurposed TV = Awareness, Made-for-Web = Impact
Aided Brand Awareness
Online Ad Awareness Message Association Brand Favorability Purchase Intent/Consideration
0
1
2
3
4
5
2.0
4.7
2.2
1.2
0.8
1.9
4.3
2.1
1.61.4
Repurposed TV Made-for-Web
Production Format:Repurposed TV Ads vs. Made-for-Web Content
Perc
ent I
mpa
cted
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 from
Video content has the ability to be more relevant and useful to the
viewer, and therefore, more persuasive
21
Made-for-Web Impacts PersuasionMost Among Women
Brand Favorability Purchase Intent/Consideration0
1
2
3
0.40.2
0.7
0.40.5
0.2
1.9
1.6
Men: TV Men: Made-for-Web Women: TV Women: Made-for-Web
Gender
Perc
ent I
mpa
cted
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
High performance of Made-for-Web content is partly driven by CPG performance among Women, who are
typically the main purchasers of the household
22
Made-for-Web Impacts PurchaseIntent Most with Younger Viewers
Aided Brand Awareness Online Ad Awareness Brand Favorability Purchase Intent/Consideration0
1
2
3
4
5
6
2.5
5.9
0.4
1.1
2.0
4.6
1.3
2.8
3.3
4.6
1.5
0.7
1.2
3.4
2.0
0.6
3.0
4.7
1.00.7
1.7
3.7
1.4
0.5
18-34: Repurposed 18-34: Made-for-Web 35-49: Repurposed35-49: Made-for-Web 50+: Repurposed 50+: Made-for-Web
Age
Perc
ent I
mpa
cted
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 Source: ComScore, “Getting Beyond Big in Online Video”
Within each age segment, Made-for-Web content performs at, or above par for
persuasion metrics
Repurposed TV outperforms Made-for-Web content in
awareness across age groups
23
Made-for-Web Impacts PersuasionMetrics More for Target Segment
Aided Brand Awareness
Online Ad Awareness Message Association Brand Favorability Purchase Intent/Consideration
-1
0
1
2
3
4
5
6
2.0
5.9
2.6
-0.1 -0.1
2.0
5.1
2.42.1
1.8
Repurposed TV Made-for-Web Video
Targeted Consumer Segment
Perc
ent I
mpa
cted
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
Conventional TV spots are typically produced with a wide audience in mind – targeting technologies of the digital
space allow customized video content to focus its branding message to the intended audience
24
CPG and Financial Service Firms had the Best Campaign Results
Aided Brand Awareness
Online Ad Awareness Brand Favorability Purchase Intent/Consideration
0
1
2
3
4
5
1.2
1.7
0.4
-0.6
0.8
4.6
1.82.0
2.2
3.7
2.1
1.6
0.5
0.1
0.90.6
Automotive CPG Financial Services Technology
Overall Video Impact on Industries
Perc
ent I
mpa
cted
Automotive, Video: Last 3 Years, Q4/2009, N=54 n=56,565; CPG, Video: Last 3 Years, Q4/2009, N=92 n=112,635; Financial Services, Video: Last 3 Years, Q4/2009, N=24 n=36,241; Technology, Video: Last 3 Years, Q4/2009, N=34 n=35,538
It is likely the low impact on Auto campaigns, particularly for persuasion, is reflective of the
overall difficulty of positively impacting metrics for this industry
25
Aided Brand Awareness Online Ad Awareness Brand Favorability Purchase Intent/Consideration0
1
2
3
4
5
6
1.6
5.6
0.5
0.91.2
2.8
1.5
1.0
In-Stream: TV Out-of-Stream: Made-for-Web
In-Stream Favors Awareness, Standalone Favors Brand Impact
Perc
ent I
mpa
cted
^ Directional results due to low sample size; N=8, n=13,347** Directional results due to low sample size; N=11, n=6,666
Repurposed spots may be effective as short pre/mid-rolls, but as standalone content,
deeper consumer engagement is not
likely
In-Stream vs. In-Banner Video
Made-for-Web content works best as destination content – its longer length is
not likely to be tolerated as “gatekeeper” content such as pre-roll
26
Agenda
1. TubeMogul – What We Do
2. Why Are Brands Using Video?
3. What Video Formats Work Best?
4. Facebook – The Video Juggernaut
5. Executing a Successful Video Campaign
6. Strategy in Action: Symantec Case Study
© 2010 TubeMogul Incorporated. All Rights Reserved.
27
Facebook and Video
© 2010 TubeMogul Incorporated. All Rights Reserved.
Top U.S. Online Video Properties by Unique Video Viewers (October 2010)
(According to Comscore)Google Sites 146,346,000
Yahoo! Sites 53,839,000
Viacom Digital 52,885,000
Vevo 47,569,000
Facebook.com 47,423,000Microsoft Sites 47,095,000
AOL, Inc. 43,381,000
Fox Interactive Media 38,478,000
Break Media Network 31,115,000
Hulu 29,650,000
Facebook is a Top Ten video site without trying very hard
28
Social Games are HUGE
© 2010 TubeMogul Incorporated. All Rights Reserved.
Farmville alone has more than 50mm monthly active users
29
Some of the Most Engaged Video Viewers Online
© 2010 TubeMogul Incorporated. All Rights Reserved.
Sample: 34.5m streams from top media companies’ videos embedded within Facebook
bing yahoo google twitter facebook
1:16
1:281:32
1:44 1:45
Minutes-Watched Per View By Discovery Source (May 2010)
30
Video Advertising on Facebook: Data-Driven Guide
© 2010 TubeMogul Incorporated. All Rights Reserved.
31
Fan Page Embeds and Uploads
© 2010 TubeMogul Incorporated. All Rights Reserved.
32© 2010 TubeMogul Incorporated. All Rights Reserved.
Facebook Sponsored Video Ad
33© 2010 TubeMogul Incorporated. All Rights Reserved.
Facebook Sponsored Video Ad (Clicked)
34
In-Banner Display Within Apps
© 2010 TubeMogul Incorporated. All Rights Reserved.
35
Interstitials Within Games & Apps
© 2010 TubeMogul Incorporated. All Rights Reserved. Note: interstitials are set to auto-play.
36
Virtual Currency Within Games
© 2010 TubeMogul Incorporated. All Rights Reserved.
37
Benchmark: Standalone, Display Video Ads
© 2010 TubeMogul Incorporated. All Rights Reserved.
38
Completion Rates By Ad Unit
© 2010 TubeMogul Incorporated. All Rights Reserved. Sample: 20 major brand campaigns, spanning 60.2m views.
Facebook: Virt
ual Curre
ncy
Facebook: In-B
anner
Facebook: Inte
rstit
ial
Offs
ite: 3
00x250 Dis
play
0%
10%
20%
30%
40%
50%
60%
Watches 75% Completes Video
Facebook viewers more likely to complete video ads compared to placements off Facebook
39
Minutes-Watched by Ad Unit
© 2010 TubeMogul Incorporated. All Rights Reserved. Sample: 20 major brand campaigns, spanning 60.2m views.
Facebook: Virt
ual Curre
ncy
Facebook: In-B
anner
Offs
ite: 3
00x250 Dis
play
Facebook: Inte
rstit
ial
54.7
48.6
39.6
11.2
Average Seconds Watched Per View
40
Sharing and Clicks per View
© 2010 TubeMogul Incorporated. All Rights Reserved. NOTE: rates are calculated at the view, not impression, level.
Facebook: Virt
ual Curre
ncy
Facebook: In-B
anner Dis
play
Offs
ite: 3
00x250 Dis
play
Facebook: Inte
rstit
ial
0%
1%
2%
3%
4%
5%
6%
Facebook/Twitter Share Rate Overlay Click-Through Rate
Facebook video units more likely to be shared
41
Agenda
1. TubeMogul – What We Do
2. Why Are Brands Using Video?
3. What Video Formats Work Best?
4. Facebook – The Video Juggernaut
5. Executing a Successful Video Campaign
6. Strategy in Action: Symantec Case Study
© 2010 TubeMogul Incorporated. All Rights Reserved.
42
YouTube, Needle, Haystack
© 2010 TubeMogul Incorporated. All Rights Reserved.
43
What Creative Should I Use?
© 2010 TubeMogul Incorporated. All Rights Reserved.Source: TubeMogul / Dynamic Logic Research, 2010
Repurposed TV Spots Drive Higher Awareness – Custom Creative Generates More Purchase Intent
Aided Brand Awareness
Online Ad Awareness Message Association Brand Favorability Purchase Intent/Consideration
0
1
2
3
4
5
2.0
4.7
2.2
1.20.8
1.9
4.3
2.1
1.61.4
Repurposed TV Made-for-Web
Production Format:Repurposed TV Ads vs. Made-for-Web Content
Perc
ent I
mpa
cted
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
44
How Long Should My Video Be?
© 2010 TubeMogul Incorporated. All Rights Reserved.Sample: 20 major brand campaigns, spanning 60.2m views.
60-90 Seconds is the Optimal Video Length
% o
f To
tal
Peo
ple
Ser
ved
Vid
eo
Portion of Video Completed
Made-for-Web Content
10 sec 20 sec Halfway 75% Completed15%
25%
35%
45%
55%
65%
75%
52.5%
29.6%
17.0%
63.0%
44.2%
32.2%
65.0%
36.5%
23.4%
:30 - :60 :60 - 1:30 >1:30
45
Why Do Embeds Matter?
© 2010 TubeMogul Incorporated. All Rights Reserved.Source: Brightcove / TubeMogul Q2 Research
Offsite (Embeds) Onsite
1:42
1:02
Brands: Average Minutes Watched Per View
Viewers of Brand Videos Who WatchEmbeds Are The Most Engaged
46
How Do Viewers Find My Video?
© 2010 TubeMogul Incorporated. All Rights Reserved.
Google Yahoo Bing Twitter Facebook1% 14%
54% 56%
364%
Average Monthly Growth in Video Streams Referred (Q2)
Source: Brightcove / TubeMogul Q2 Research
Facebook and Twitter are the FastestGrowing Discovery Source for Brand Videos
47
Use Endemic Audiences
© 2010 TubeMogul Incorporated. All Rights Reserved.
Meet Michelle Phan…
48
How Should Brands Use Video?
© 2010 TubeMogul Incorporated. All Rights Reserved.
Owned Media
VIE
WS
CO
NT
RO
L
Company Site
YouTube Channel
Paid Media
Pre-Roll In-Banner
Earned MediaViral Sharing and Embeds
YouTube Rankings
Video promotion can ignite viral
sharing and drive YouTube rankings
Video promotion drives viewers to
existing video content
49
Secrets To Video Advertising
© 2010 TubeMogul Incorporated. All Rights Reserved.
Match Creative To Campaign Goals1
Use The Right Video Length2
Make It Shareable and Embeddable3
Use Social Media to Amplify Distribution4
Maximize Views and Brand Impact
Leverage Endemic Audiences5
Use Paid Media to Drive Earned & Owned Media6
50
Agenda
1. TubeMogul – What We Do
2. Why Are Brands Using Video?
3. What Video Formats Work Best?
4. Facebook – The Video Juggernaut
5. Executing a Successful Video Campaign
6. Strategy in Action: Symantec Case Study
© 2010 TubeMogul Incorporated. All Rights Reserved.
51
Case Study: Symantec
© 2010 TubeMogul Incorporated. All Rights Reserved.
7 Steps to Windows 7Target: IT Professionals (B2B)
Approach:1. In-banner video ads placed on tech
sites to drive qualified leads2. Longer-form ad on YouTube with
details and link to Symantec site3. Short-form ad placed on Facebook
Social SEM
Click Here
Video BannersVideo
Landing Page
55
Case Study: Symantec
© 2010 TubeMogul Incorporated. All Rights Reserved.
7 Steps to Windows 7
Results:• OMMA Video Awards Finalist
• 7 million total views including over 500k YouTube views
• 8.5% of views resulted in a click on the banner overlay
• 2000 qualified B2B leads!
• Viewers watched 3-10% longer than a benchmark of 10 major tech campaigns
56
Thank You
© 2010 TubeMogul Incorporated. All Rights Reserved.
OneLoad® FREE Content Distribution
PlayTime®Video AdPlatform
InPlay®FREE Video
Analytics
Keith [email protected] / @keadie
57
IAB Updates: www.iab.net• Educational Webinars (Virtual) – Digital Transformation or Disruption? – DSPs, Digital
Advertising, and the Changing Role of the Agency Wednesday, December 15, 2010 Noon EST
Professional Development Classes (NYC) Closing the Deal with Data: Using Research to Sell
Thursday, December 9, 2010 9 AM – 1 PM EST
IAB Annual Leadership Meeting Palm Springs, California February 27 – March 1, 2011
58
Credits Earn Credits for attending IAB WebinarsIndividuals earn one (1) hour credit for each webinar attended
through the IAB. For further information on the IAB Digital Advertising Certificate, please
visit: www.iab.net/events_training/certificate
Member Led Seminar SubmissionsIf you are a member of the IAB, we encourage you to submit proposals for
future webinars. There is no cost to members for these sessions, and we hope they will provide a valuable forum for members to showcase
their latest insights, research, and technologies.
To submit a webinar proposal, email [email protected], or visit www.iab.net/member_webinar_submission
59
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