marketing with online video: challenges & opportunities, raghav gupta, vp of international...

IAB Greece IMC: Marketing Challenges & Opportunities

Raghav “Rags” Gupta, VP Partner Development & Field Marketing, EMEA

“Show Me The Money!”

Introductions

© 2008 Brightcove, Inc. All rights reserved.

To Onoma Mou Ine “Rags”


To Onoma Mou Ine “Rags”

MyselfBrightcove (US, UK): Partnerships, Marketing for EMEAAdvise digital media startups & VCs (Mocospace, 8tracks, et al)Formerly Live365 (digital music/internet radio)Blog: http://www.ragsgupta.com

BrightcoveOnline Video Platform: video content management, publishing, distribution/syndication, monetisationFounded by Jeremy Allaire (ex-CTO Macromedia, ColdFusion, etc)$91 M raised, 160 Employees, offices in Boston, NYC, Seattle, London, Hamburg, Beijing, Tokyo

http://www.ragsgupta.com/

http://www.ragsgupta.com/

© 2008 Brightcove, Inc. All rights reserved.5

Investors


Media Management

Video Publishing

Advertising

Analytics

Developer Tools

Online Distribution

© 2008 Brightcove, Inc. All rights reserved.7

Selected Customers

Online Video Advertising: The Opportunity


(In The US) Audience Is Growing…



80% in US watch online video at least once a month



80% in US watch online video at least once a month154 M viewers in US


Worldwide As Well


Worldwide As Well

YouTube has 344 M users worldwide! (comScore)


Leading To Revenue Growth



Online video market in US forecast to be $850* M in ‘09



Online video market in US forecast to be $850* M in ‘09

Representing growth rate of 44%*


Generally…


Generally…

Growing medium


Generally…

Growing medium

Audience is there (and growing)


Generally…

Growing medium


Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)


Generally…

Growing medium



Publishers of ALL types getting into online video


Generally…

Growing medium



Publishers of ALL types getting into online video

BUT there are challenges…

Online Video Advertising: The Challenges


Agency Ownership Unclear…



Does online video belong in digital / interactive?More logical fit but…Digital staff not necessarily used to creative requirementsBudgets are small

Or TV?Huge budgets but…TV buyers not used to online as a medium

Agencies beginning to integrate



Does online video belong in digital / interactive?More logical fit but…Digital staff not necessarily used to creative requirementsBudgets are small

Or TV?Huge budgets but…TV buyers not used to online as a medium

Agencies beginning to integrate

Publishers having to approach case-by-case


Formats & Standards


Formats & Standards

Pre-, mid-, post-rollsDuration?Synched with banners? Video ad pod?Definition of impression?

“New formats”: overlays, takeovers, other unitsPromising but lack scale

IAB & other industry consortia publishing standards (Brightcove participating in US & UK processes)


Video Ad Pod

15 Second Pre-Roll

300x250 Expandable Banner

468x60 Leave-Behind Banner

http://www.brightcove.com/products/advertising/ad-formats/



































































































Invitational with Video Takeovers


Overlay Ads


Inventory & Context


Inventory & Context

Inventory ParadoxLots of inventory unsold yet…Many sites are sold out!

Context of paramount importance


Inventory & Context



“Professional” content/context valuable; UGV less so


Inventory & Context



“Professional” content/context valuable; UGV less so

Advertisers getting more used to UGV BUT professional content still trumps

YouTube revenue for 2008: ~ $100 M (Screen Digest)Hulu revenue for 2008: ~ $70 MHulu revenue could equal/exceed YouTube in 2009 with only 1/10 the traffic!


Not (Yet) Accepted As Branding Medium



“The curse of measurability”




Online video CTRs high but that’s not the point!





Marketers & agencies need more data & case studies





Marketers & agencies need more data & case studies

Financial climate will impact desire to invest

Online Video Advertising: Best Practices & Recommendations


Work With (IAB) Standard Formats…



BUT format choice should also be based on your audience & content



BUT format choice should also be based on your audience & contentPre-rolls in front of professional content okay (short duration)



BUT format choice should also be based on your audience & contentPre-rolls in front of professional content okay (short duration)Run overlays early on in the video



BUT format choice should also be based on your audience & contentPre-rolls in front of professional content okay (short duration)Run overlays early on in the videoPost-rolls are limited in effectiveness


Experiment With New Formats…



(As long as it’s measurable)




http://88.208.248.58/~inskin/customdwpresentations/Telegraph/JohnLewis/telegraphjl.html







http://www.heavy.com/video/61534

http://www.heavy.com/video/61534


Drive Deeper Engagement Through Microsites


Drive Deeper Engagement Through Microsites

http://www.adidas.tv/

http://www.adidas.tv/


Sell Sponsorships


Paid Placements


Optimise Inventory


Optimise Inventory

Leverage ad networks, especially if you are not at scale

Run house ads to drive traffic & brand awareness


Syndicate To Trusted 3rd-Party Sites



http://www.bebo.com/rcalabelgroupuk







http://www.metacafe.com/




































Purpose-Driven UGV Can Be Monetised



http://www.videojug.com/







http://www.dogster.com/video

http://www.dogster.com/video

And finally…

Ἓν οἶδα ὅτι οὐδὲν οἶδα!

(Hen oida hoti ouden oida!)

And finally…


Efharisto!

[email protected]


www.emarketer.com

www.newteevee.com/category/stats/

γειά σας!

mailto:[email protected]

mailto:[email protected]



http://www.emarketer.com/

http://www.emarketer.com/

http://www.newteevee.com/category/stats/

http://www.newteevee.com/category/stats/

marketing with online video: challenges & opportunities, raghav gupta, vp of international...

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