27.4 million households with TV http://www.barb.co.uk/resources/tv-facts/tv-ownership?_s=4
BARB has boxes in 5,100 houses http://www.barb.co.uk/resources/reference-documents/faq?_s=4
That represents 0.19%
GRP: Gross Rating Point
BARB was set up in 1981 to provide the industry standard television audience measurement service for broadcasters and the advertising industry. BARB is owned by BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA (Institute of Practitioners in Advertising) and is a not for profit company limited by guarantee.
Mobile devices: http://www.emarketer.com/Article/UK-Mobile-Phone-Video-Viewers-See-Double-Digit-Growth-Through-2016/1009941
To give you a sense of our scale and reliability, we’re delivering over 4B instream impressions per month. These particular numbers all respresnt instream – but if we were to include all video (instream and rich media w/ video), these numbers double or triple.
In-stream Only Over 10K campaings 2012-Present Over 1600 brands 2012-Present
Instream and Rich Media with Video Over 7B+ impressoins per month Over 3000 brands 2012-Present Over 30K campaigns 2012-Present
As unique as in-stream related data may seem, don’t gloss over it too quickly. The insights you can gain on creative performance in rich media and in-stream (and even in social) are complementary. Identifying the creative that works – and for which audiences – are critical to optimization. To give agencies one more point of comparison, we now incorporate Dwell into our interactive video metrics. It’s a great way to guage interest level of an interactive ad – and even compare it to some of your more advanced rich media executions.
A lot of advertisers believe interactive is too costly, too difficult... They see it as an extra. A premium. But we think the benefits speakfor themselves. These are some stats to put things in perspective. The brand lift metrics were highlighted early this year at the IAB Leadership Summit.
Interactive is here, it’s real – and it’s not just for premium publisher buys anymore
8X: Sizmek data 51%/2X: IAB Press Release - http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-021014
But creative is only part of the story…how you choose to put it use is just as critical to boosting success.
Think about all the video at your disposal - from broadcast to branded entertainment to social video to content produced exclusively for digital marketing. You may have more than you realize. Put your creative to work with A/B testing, reuse market specific TV spots with geotargeting, and even consider running not just one, but two or three different interactive ads and optimize against performance.
Lets talk about a specific aspect of optimization – dynamic creative. It continues to be a hot topic because personalized, highly relevant targeted messages resonate with consumers and drive conversion. But instead of relying on video point solutions that lead to even more data silos, more systems and more complexity, manage dynamic creative for display, rich media and video all in one place.
With Sizmek, agencies can decide what type of dynamic experience and targeting strategy is best suited for each campaign. If using Flash and VPAID, it’s relatively easy to expand the experience to be interactive. On the other hand, you could opt for truly dynamic video – where the customizations are rendered into the video itself – giving you the opportunity to reach audiences on mobile, in social, and even on YouTube.
Last year one of our automotive clients did that very thing. They wanted to retarget audiences with a video message related to the vehicle they were interested in. They setup retargeting tags on their site, and then used dynamic creative to convert a single spot intended for national audiences into dozens of spots that each reflected different vehicles or offers.
It’s difficult to not talk about video verificaiton, video viewability and GRPs.
There are number of ways to evaluate content for verification – including using panels or keyword-based solutions. We opted for something better. The same technology that processes over 65B impressions per day – and classifies nearly 95% of all RTB inventory - is the driving force behind our solution. There’s simply no need to rely on incomplete or inaccurate data from panels – or deal with the inherent limitations of keywords. Sizmek performs semantic analysis at a page level to truly to understand the content. By looking at the content holistically, using words, patterns of words and predictive technology to understand page meaning, Sizmek can differentiate between cruise ship disasters and the ultimate vacation getaway; or between a recipe that calls for red hot chili peppers and the band that keeps on rocking. From a viewability standpoint, we’re proud to be an active member in OpenVV.
[Video Verification is currently in a closed beta. For interest in participation, contact Sean Wagner]
Whereas verification and viewability are all the rage because so much video inventory is being traded on networks, exchanges or through DSPs, audience measurement and the GRP are shaping up to be a critical element for driving larger brand marketing dollars toward digital – especially towards premium publishers. To support the latter, we’re integrating with both comScore vCE and Nielsen OCR. By combining these data sets with Sizmek ad serving data and customer-entered goals, agencies will have greater visibility into their audience and have an opportunity to capitlize on positive results – or quickly react to adverse trends. This is just another example of Sizmek’s commitment to the Open Ad Stack Initiative (OASI).
[Closed Beta for Audience Suite begins in Q2. For interest in participation, contact Mike Lamb]
I’d like to leave you with two more initiatives that we’ve been working on in our labs…