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Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove
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Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove

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Η εκρηκτική ανάπτυξη της ζήτησης για το online video έχει δημιουργήσει τόσο προκλήσεις όσο και ευκαιρίες για τους marketers. Παρά το προφανές γεγονός ότι το online video παρέχει ενα ισχυρό κανάλι για …

Η εκρηκτική ανάπτυξη της ζήτησης για το online video έχει δημιουργήσει τόσο προκλήσεις όσο και ευκαιρίες για τους marketers. Παρά το προφανές γεγονός ότι το online video παρέχει ενα ισχυρό κανάλι για την επικοινωνία σε ενα fragmented και επιλεκτικό μηντιακό περιβάλλον, η επιλογή των ιδανικότερων στρατηγικών έχει γίνει σαφώς πιο περίπλοκη.

Ο Raghav ‘Rags’ Gupta, αντιπρόεδρος Partner Development & Field Marketing της Brightcove.com, μιας από τις μεγαλύτερες διεθνώς εταιρείες παροχής πλατφόρμας online video, θα μας γνωρίσει το τοπίο του online video advertising, με trends και best practices προς χρήση καθώς το online video γίνεται ολοένα και σημαντικότερη στο media mix.

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  • 1. IAB Greece IMC: Marketing Challenges & Opportunities Raghav “Rags” Gupta, VP Partner Development & Field Marketing, EMEA
  • 2. “Show Me The Money!”
  • 3. Introductions
  • 4. © 2008 Brightcove, Inc. All rights reserved. To Onoma Mou Ine “Rags”
  • 5. © 2008 Brightcove, Inc. All rights reserved. To Onoma Mou Ine “Rags” Myself Brightcove (US, UK): Partnerships, Marketing for EMEA Advise digital media startups & VCs (Mocospace, 8tracks, et al) Formerly Live365 (digital music/internet radio) Blog: http://www.ragsgupta.com Brightcove Online Video Platform: video content management, publishing, distribution/syndication, monetisation Founded by Jeremy Allaire (ex-CTO Macromedia, ColdFusion, etc) $91 M raised, 160 Employees, offices in Boston, NYC, Seattle, London, Hamburg, Beijing, Tokyo
  • 6. © 2008 Brightcove, Inc. All rights reserved.5 Investors
  • 7. © 2008 Brightcove, Inc. All rights reserved.
  • 8. © 2008 Brightcove, Inc. All rights reserved. Media Management Video Publishing Advertising Analytics Developer Tools Online Distribution
  • 9. © 2008 Brightcove, Inc. All rights reserved.
  • 10. © 2008 Brightcove, Inc. All rights reserved.7 Selected Customers
  • 11. Online Video Advertising: The Opportunity
  • 12. © 2008 Brightcove, Inc. All rights reserved. (In The US) Audience Is Growing…
  • 13. © 2008 Brightcove, Inc. All rights reserved. (In The US) Audience Is Growing… 80% in US watch online video at least once a month
  • 14. © 2008 Brightcove, Inc. All rights reserved. (In The US) Audience Is Growing… 80% in US watch online video at least once a month 154 M viewers in US
  • 15. © 2008 Brightcove, Inc. All rights reserved. (In The US) Audience Is Growing… 80% in US watch online video at least once a month 154 M viewers in US
  • 16. © 2008 Brightcove, Inc. All rights reserved. Worldwide As Well
  • 17. © 2008 Brightcove, Inc. All rights reserved. Worldwide As Well YouTube has 344 M users worldwide! (comScore)
  • 18. © 2008 Brightcove, Inc. All rights reserved. Worldwide As Well YouTube has 344 M users worldwide! (comScore)
  • 19. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth
  • 20. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth Online video market in US forecast to be $850* M in ‘09
  • 21. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth Online video market in US forecast to be $850* M in ‘09
  • 22. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth Online video market in US forecast to be $850* M in ‘09
  • 23. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth Online video market in US forecast to be $850* M in ‘09
  • 24. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth Online video market in US forecast to be $850* M in ‘09
  • 25. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth Online video market in US forecast to be $850* M in ‘09
  • 26. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth Online video market in US forecast to be $850* M in ‘09
  • 27. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth Online video market in US forecast to be $850* M in ‘09
  • 28. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth Online video market in US forecast to be $850* M in ‘09
  • 29. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth Online video market in US forecast to be $850* M in ‘09 Representing growth rate of 44%*
  • 30. © 2008 Brightcove, Inc. All rights reserved. Leading To Revenue Growth Online video market in US forecast to be $850* M in ‘09 Representing growth rate of 44%*
  • 31. © 2008 Brightcove, Inc. All rights reserved. Generally…
  • 32. © 2008 Brightcove, Inc. All rights reserved. Generally… Growing medium
  • 33. © 2008 Brightcove, Inc. All rights reserved. Generally… Growing medium
  • 34. © 2008 Brightcove, Inc. All rights reserved. Generally… Growing medium Audience is there (and growing)
  • 35. © 2008 Brightcove, Inc. All rights reserved. Generally… Growing medium Audience is there (and growing)
  • 36. © 2008 Brightcove, Inc. All rights reserved. Generally… Growing medium Audience is there (and growing) Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)
  • 37. © 2008 Brightcove, Inc. All rights reserved. Generally… Growing medium Audience is there (and growing) Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)
  • 38. © 2008 Brightcove, Inc. All rights reserved. Generally… Growing medium Audience is there (and growing) Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory) Publishers of ALL types getting into online video
  • 39. © 2008 Brightcove, Inc. All rights reserved. Generally… Growing medium Audience is there (and growing) Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory) Publishers of ALL types getting into online video
  • 40. © 2008 Brightcove, Inc. All rights reserved. Generally… Growing medium Audience is there (and growing) Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory) Publishers of ALL types getting into online video BUT there are challenges…
  • 41. Online Video Advertising: The Challenges
  • 42. © 2008 Brightcove, Inc. All rights reserved. Agency Ownership Unclear…
  • 43. © 2008 Brightcove, Inc. All rights reserved. Agency Ownership Unclear… Does online video belong in digital / interactive? More logical fit but… Digital staff not necessarily used to creative requirements Budgets are small Or TV? Huge budgets but… TV buyers not used to online as a medium Agencies beginning to integrate
  • 44. © 2008 Brightcove, Inc. All rights reserved. Agency Ownership Unclear… Does online video belong in digital / interactive? More logical fit but… Digital staff not necessarily used to creative requirements Budgets 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
  • 45. © 2008 Brightcove, Inc. All rights reserved. Formats & Standards
  • 46. © 2008 Brightcove, Inc. All rights reserved. Formats & Standards Pre-, mid-, post-rolls Duration? Synched with banners? Video ad pod? Definition of impression? “New formats”: overlays, takeovers, other units Promising but lack scale IAB & other industry consortia publishing standards (Brightcove participating in US & UK processes)
  • 47. © 2008 Brightcove, Inc. All rights reserved. Video Ad Pod 15 Second Pre-Roll 300x250 Expandable Banner 468x60 Leave-Behind Banner
  • 48. © 2008 Brightcove, Inc. All rights reserved. Invitational with Video Takeovers
  • 49. © 2008 Brightcove, Inc. All rights reserved. Invitational with Video Takeovers
  • 50. © 2008 Brightcove, Inc. All rights reserved. Invitational with Video Takeovers
  • 51. © 2008 Brightcove, Inc. All rights reserved. Invitational with Video Takeovers
  • 52. © 2008 Brightcove, Inc. All rights reserved. Overlay Ads
  • 53. © 2008 Brightcove, Inc. All rights reserved. Inventory & Context
  • 54. © 2008 Brightcove, Inc. All rights reserved. Inventory & Context Inventory Paradox Lots of inventory unsold yet… Many sites are sold out! Context of paramount importance
  • 55. © 2008 Brightcove, Inc. All rights reserved. Inventory & Context Inventory Paradox Lots of inventory unsold yet… Many sites are sold out! Context of paramount importance
  • 56. © 2008 Brightcove, Inc. All rights reserved. Inventory & Context Inventory Paradox Lots of inventory unsold yet… Many sites are sold out! Context of paramount importance “Professional” content/context valuable; UGV less so
  • 57. © 2008 Brightcove, Inc. All rights reserved. Inventory & Context Inventory Paradox Lots of inventory unsold yet… Many sites are sold out! Context of paramount importance “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 M Hulu revenue could equal/exceed YouTube in 2009 with only 1/10 the traffic!
  • 58. © 2008 Brightcove, Inc. All rights reserved. Not (Yet) Accepted As Branding Medium
  • 59. © 2008 Brightcove, Inc. All rights reserved. Not (Yet) Accepted As Branding Medium “The curse of measurability”
  • 60. © 2008 Brightcove, Inc. All rights reserved. Not (Yet) Accepted As Branding Medium “The curse of measurability”
  • 61. © 2008 Brightcove, Inc. All rights reserved. Not (Yet) Accepted As Branding Medium “The curse of measurability” Online video CTRs high but that’s not the point!
  • 62. © 2008 Brightcove, Inc. All rights reserved. Not (Yet) Accepted As Branding Medium “The curse of measurability” Online video CTRs high but that’s not the point!
  • 63. © 2008 Brightcove, Inc. All rights reserved. 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
  • 64. © 2008 Brightcove, Inc. All rights reserved. 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
  • 65. © 2008 Brightcove, Inc. All rights reserved. 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 Financial climate will impact desire to invest
  • 66. Online Video Advertising: Best Practices & Recommendations
  • 67. © 2008 Brightcove, Inc. All rights reserved. Work With (IAB) Standard Formats…
  • 68. © 2008 Brightcove, Inc. All rights reserved. Work With (IAB) Standard Formats… BUT format choice should also be based on your audience & content
  • 69. © 2008 Brightcove, Inc. All rights reserved. Work With (IAB) Standard Formats… BUT format choice should also be based on your audience & content Pre-rolls in front of professional content okay (short duration)
  • 70. © 2008 Brightcove, Inc. All rights reserved. Work With (IAB) Standard Formats… BUT format choice should also be based on your audience & content Pre-rolls in front of professional content okay (short duration) Run overlays early on in the video
  • 71. © 2008 Brightcove, Inc. All rights reserved. Work With (IAB) Standard Formats… BUT format choice should also be based on your audience & content Pre-rolls in front of professional content okay (short duration) Run overlays early on in the video Post-rolls are limited in effectiveness
  • 72. © 2008 Brightcove, Inc. All rights reserved. Work With (IAB) Standard Formats… BUT format choice should also be based on your audience & content Pre-rolls in front of professional content okay (short duration) Run overlays early on in the video Post-rolls are limited in effectiveness
  • 73. © 2008 Brightcove, Inc. All rights reserved. Experiment With New Formats…
  • 74. © 2008 Brightcove, Inc. All rights reserved. Experiment With New Formats… (As long as it’s measurable)
  • 75. © 2008 Brightcove, Inc. All rights reserved. Experiment With New Formats… (As long as it’s measurable)
  • 76. © 2008 Brightcove, Inc. All rights reserved. Experiment With New Formats… (As long as it’s measurable)
  • 77. © 2008 Brightcove, Inc. All rights reserved. Drive Deeper Engagement Through Microsites
  • 78. © 2008 Brightcove, Inc. All rights reserved. Drive Deeper Engagement Through Microsites
  • 79. © 2008 Brightcove, Inc. All rights reserved. Drive Deeper Engagement Through Microsites
  • 80. © 2008 Brightcove, Inc. All rights reserved. Sell Sponsorships
  • 81. © 2008 Brightcove, Inc. All rights reserved. Paid Placements
  • 82. © 2008 Brightcove, Inc. All rights reserved. Optimise Inventory
  • 83. © 2008 Brightcove, Inc. All rights reserved. Optimise Inventory Leverage ad networks, especially if you are not at scale Run house ads to drive traffic & brand awareness
  • 84. © 2008 Brightcove, Inc. All rights reserved. Optimise Inventory Leverage ad networks, especially if you are not at scale Run house ads to drive traffic & brand awareness
  • 85. © 2008 Brightcove, Inc. All rights reserved. Syndicate To Trusted 3rd-Party Sites
  • 86. © 2008 Brightcove, Inc. All rights reserved. Syndicate To Trusted 3rd-Party Sites
  • 87. © 2008 Brightcove, Inc. All rights reserved. Syndicate To Trusted 3rd-Party Sites
  • 88. © 2008 Brightcove, Inc. All rights reserved. Purpose-Driven UGV Can Be Monetised
  • 89. © 2008 Brightcove, Inc. All rights reserved. Purpose-Driven UGV Can Be Monetised
  • 90. © 2008 Brightcove, Inc. All rights reserved. Purpose-Driven UGV Can Be Monetised
  • 91. And finally…
  • 92. Ἓν οἶδα ὅτι οὐδὲν οἶδα! (Hen oida hoti ouden oida!) And finally…
  • 93. © 2008 Brightcove, Inc. All rights reserved. Efharisto! rgupta@brightcove.com http://www.brightcove.com/products/advertising/ad-formats/ www.emarketer.com www.newteevee.com/category/stats/ γειά σας!

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