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 ...
RTB DISPLAY VERSUS VIDEOWHY IS VIDEO SO FAR BEHIND?                                     Display                           ...
RTB VIDEOWHEN IS RTB USEFUL?         Custom               Time-Sensitive          Cost-Efficient        Audiences         ...
THE PLAYERS IN RTB VIDEOWHAT’S THE RIGHT SOLUTION FOR YOU?               Demand Side   Exchanges   Supply Side            ...
GETTING READY FOR RTBWHAT CAN YOU DO?Content is the foundation of Value                                     6
GETTING READY FOR RTBINVEST IN CONTENT                        7
GETTING READY FOR RTBUSERS’ LOYALTY CAN BE MEASUREDSynergy between ads and content drives results                         ...
GETTING READY FOR RTBHOLD ON TO WHAT YOU HAVE                           9
GETTING READY FOR RTBSCALING UP                        Supply Side                         Platforms                      ...
GETTING READY FOR RTBWRESTING CONTROLLiving with Nielsen OCR or Comscore VCE• This will happen in 2013.• Group M USA are a...
GETTING READY FOR RTBTHINK ABOUT MULTI-PLATFORM                                                  In-Stream Pre-Roll       ...
GETTING READY FOR RTBCASE STUDYThe ChallengeHelp a National Online Retailer leverage Collider Media’s Vault Technology™ to...
THE SUMMARYKEY POINTS• Video RTB is still a tiny fraction of the VOD spend• RTB is great for non-differentiated inventory,...
REVENUE REALITIESOF ONLINE DISPLAYThe Video RTB PerspectiveMany ThanksFor more updates you can follow theconversation at t...
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Videology

  1. 1. REVENUE REALITIESOF ONLINE DISPLAYThe Video RTB PerspectiveMichael D’AmbrosioPublisher Services Manager16 November 2012
  2. 2. “RTB is a paradigm shift…it’s a foundational evolutionthat sets a new standard for buying.” (Forrester Research) 2
  3. 3. 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
  4. 4. 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
  5. 5. THE PLAYERS IN RTB VIDEOWHAT’S THE RIGHT SOLUTION FOR YOU? Demand Side Exchanges Supply Side Platforms Platforms Advertisers Publishers 5
  6. 6. GETTING READY FOR RTBWHAT CAN YOU DO?Content is the foundation of Value 6
  7. 7. GETTING READY FOR RTBINVEST IN CONTENT 7
  8. 8. 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
  9. 9. GETTING READY FOR RTBHOLD ON TO WHAT YOU HAVE 9
  10. 10. GETTING READY FOR RTBSCALING UP Supply Side Platforms 10
  11. 11. 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
  12. 12. GETTING READY FOR RTBTHINK ABOUT MULTI-PLATFORM In-Stream Pre-Roll In-Stream Pre-Roll In-Stream Pre-Roll 12
  13. 13. 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
  14. 14. 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
  15. 15. 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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