REVENUE REALITIESOF ONLINE DISPLAYThe Video RTB PerspectiveMichael D’AmbrosioPublisher Services Manager16 November 2012
“RTB is a paradigm shift…it’s a foundational evolutionthat sets a new standard for buying.” (Forrester Research) 2
RTB DISPLAY VERSUS VIDEOWHY IS VIDEO SO FAR BEHIND? Display Video Significant availability of both Supply constrained, Supply tier 2 & increasingly premium particularly for premium Greater emphasis on high Greater emphasis on flighted, Optimization frequency retargeting & guaranteed delivery against prospecting. Direct Response. reach / frequency targets. Branding Tool Mature industry standards for Still challenges for standardizing ad Standards exchange-based display serving responses, formats and transactions players 3
RTB VIDEOWHEN IS RTB USEFUL? Custom Time-Sensitive Cost-Efficient Audiences Campaigns Reach Leveraging RTB to facilitate delivery of a Using flexibility of Delivering high- targeted segmentation RTB to manage reach, low-cost plan which requires short bursts of campaigns access to flexible supply inventory sources e.g. Access exchange based demand to deliver cost efficient reach 4
THE PLAYERS IN RTB VIDEOWHAT’S THE RIGHT SOLUTION FOR YOU? Demand Side Exchanges Supply Side Platforms Platforms Advertisers Publishers 5
GETTING READY FOR RTBWHAT CAN YOU DO?Content is the foundation of Value 6
GETTING READY FOR RTBUSERS’ LOYALTY CAN BE MEASUREDSynergy between ads and content drives results 85% I expect the ads on Marie Claire to be of a higher quality than portal sites Content of the ads was matched to the content of the sitesHow do you put a value on trust? +71% uplift in brand association x2 uplift in purchase intent +69% uplift in brand favourability Exposed vs. Non-exposed results Source: IPC Media AdPace research 8
GETTING READY FOR RTBHOLD ON TO WHAT YOU HAVE 9
GETTING READY FOR RTBSCALING UP Supply Side Platforms 10
GETTING READY FOR RTBWRESTING CONTROLLiving with Nielsen OCR or Comscore VCE• This will happen in 2013.• Group M USA are already only paying for impressions that are in their target audience.• How do you take back control? 11
GETTING READY FOR RTBTHINK ABOUT MULTI-PLATFORM In-Stream Pre-Roll In-Stream Pre-Roll In-Stream Pre-Roll 12
GETTING READY FOR RTBCASE STUDYThe ChallengeHelp a National Online Retailer leverage Collider Media’s Vault Technology™ toacquire leads via mobile advertising and determine viability of the channel foron-going marketing effortsTarget Audience Actual Responders Campaign• Gender: Female • Gender: Equal Male and Female• Income: 75K+ • Income: Range was lower than expected 25K. Above 90K• HH: with Children offers had no real impact• Age: 30+ • HH: Equal HH with children and without Children • Age: 25+ The Brand’s initial investment of about $15K yielded mobile purchases which exceeded $200K in net revenue sales. 13
THE SUMMARYKEY POINTS• Video RTB is still a tiny fraction of the VOD spend• RTB is great for non-differentiated inventory, time-sensitive supply, to reach a niche audience and or simply to make the most of reach• Content is the foundation of value• Simple things can make a big difference• A multi-platform approaches for VOD is ideal• Think about which RTB solution works best for you• Content + Data is the best way to build value 14
REVENUE REALITIESOF ONLINE DISPLAYThe Video RTB PerspectiveMany ThanksFor more updates you can follow theconversation at twitter.com/videologygroupor simply add us on Facebook.
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