navigating video advertising on every screen

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1 1 Navigating Video Advertising On Every Screen blog.pointroll.com @pointroll www.tubemogul.com @tubemogul #VideoEverywhere

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Video is a powerful asset for driving activity along the purchase funnel, but how can you use it to start an interactive conversation with your audience and, more importantly, get them to watch it in the first place? Leveraging examples from interactive video campaigns and the latest research, executives from PointRoll and our Open Insights™ and Included Program™ partner TubeMogul, a brand-focused video advertising platform, will take a deep dive into video advertising.

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Page 1: Navigating Video Advertising on Every Screen

11

Navigating Video Advertising

On Every Screen

blog.pointroll.com

@pointrollwww.tubemogul.com

@tubemogul

#VideoEverywhere

Page 2: Navigating Video Advertising on Every Screen

2

Catherine Spurway-Hepler

• PointRoll

SVP, Strategy & Marketing

[email protected]

Todd Pasternack

• PointRoll

Director, Creative Technology Group

[email protected]

Meet the Panelists

Max Mead

• TubeMogul

SVP, Business Development

[email protected]

David Burch

• TubeMogul

Communications Director

[email protected]

#VideoEverywhere

Page 3: Navigating Video Advertising on Every Screen

3

Video…

What is it. What it isn’t.

Page 4: Navigating Video Advertising on Every Screen

4

Video Advertising is…

Not just

Page 5: Navigating Video Advertising on Every Screen

5

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

Page 6: Navigating Video Advertising on Every Screen

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

Page 7: Navigating Video Advertising on Every Screen

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Video advertising is…

Effective

Engaging

Everywhere

#VideoEverywhere

Page 8: Navigating Video Advertising on Every Screen

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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

Page 9: Navigating Video Advertising on Every Screen

9

Video Advertising Is Engaging

Page 10: Navigating Video Advertising on Every Screen

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Video Advertising Can Be …

Interactive or non-interactive

The creative or a feature

The distribution channel itself

An opportunity on any screen

Page 11: Navigating Video Advertising on Every Screen

11

In Banner & Custom Video Ads

that Drive Engagement

Page 15: Navigating Video Advertising on Every Screen

15

In Stream Video

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Pre-roll

PointRoll In Stream Solutions

Interactive AdChooser

Out of Video Player Dynamic

Page 19: Navigating Video Advertising on Every Screen

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Awareness Consideration Intent

Geography

Context

Lifestyle Social

Behavioral

Data & Targeting

Demographic

Page 20: Navigating Video Advertising on Every Screen

20

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?

Page 22: Navigating Video Advertising on Every Screen

22

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

Page 23: Navigating Video Advertising on Every Screen

23

Distribution and Targeting

Page 24: Navigating Video Advertising on Every Screen

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The Old Way

Advertiser Publisher

Ad Network

Ad Net 1

Ad Net 2

Ad Net 3 …

Publisher

Video Assets

Reporting

Page 25: Navigating Video Advertising on Every Screen

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The New Way

Exchange / SSPs

Publishers

Video Markets

Private Networks

AdvertiserAdvertiser

Ad Networks

Page 28: Navigating Video Advertising on Every Screen

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Video Metrics

Page 29: Navigating Video Advertising on Every Screen

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TubeMogul Video Analytics

Page 30: Navigating Video Advertising on Every Screen

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What’s Next?

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The Big Picture

Page 32: Navigating Video Advertising on Every Screen

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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

Page 33: Navigating Video Advertising on Every Screen

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Questions?

Contact your rep or email [email protected]

with specific questions or to learn more.