Ryan Jamboretz - Future of TV Presentation

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Ryan Jamberotz, MD of Videology

Ryan previously worked for Leo Burnett in China and London where he led strategy project teams for Samsung and McDonald’s. Prior to joining Videology, Ryan was Director of Corporate Development for GroupM, the WPP media investment management company. Ryan is responsible for the growth of Videology’s optimal ad decisioning platform through both publisher development and strategic partnerships within the online video space and he’ll show us how Videology is changing the future of Video on Demand.

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  • Digital audience buying is the process of reaching a specific target audience anywhere they go online. Instead of buying sites where your target is likely to appear, we selectively deliver ads only to the members of a site's audience that match a client’s specific targeting criteria.
  • Creative
  • Ryan Jamboretz - Future of TV Presentation

    1. 1. MAKING VOD PAY<br />BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION OF ONLINE VIDEO<br />20 JANUARY 2011<br />RYAN JAMBORETZ<br />Managing Director EMEa<br />
    2. 2. FASTEST GROWING ENTERTAINMENT MEDIUM<br />REACH<br />36+ Million<br />Online Video Monthly Unique Users<br />TIME<br />17 Hours<br />Online Video Monthly Unique Users<br />VIEWS<br />200 Million<br />Average Monthly Video Views<br />AUDIENCE COMPOSITION<br />60% A25-54<br />Not Just a Kid Thing: 45% are A35+<br />IMPACT<br />37% Lift<br />Avg Increase for Brand Awareness <br />(1.7 time Higher than Display)<br />Source: comScoreNovember 2010; Nielsen July 2010<br />
    3. 3. FACTORS DRIVING CHANGE<br />1<br />RAPIDLY INCREASINGBROADBAND PENETRATION<br />2<br />CONSUMER, DISTRIBUTION, ADVERTISING<br />TECH ADVANCEMENTS<br />3<br />CHANGING USAGE HABITS DRIVING MASSIVE<br />MEDIA FRAGMENTATION<br />4<br />IP BASED DRIVING 1-1 ADDRESSABILITY <br />TV BECOMING MORE LIKE PC<br />5<br />INCREASED NEED TO MONETIZE FRAGMENTATION<br />MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION<br />
    4. 4. A FUNDEMENTAL SHIFT IN MEDIA BUYING<br />A New Fight for Audience-based Video Ad Dollars<br />AGENCIES<br />AD NETWORKS<br />CONTENT CREATORS<br />←SSP<br />DSP-><br /><ul><li>Looking to create efficiencies from audience-based buying via a “network” model approach
    5. 5. Quickly growing competitive set to an already cluttered market with Display nets moving into video market
    6. 6. DSP & SSP playing a bigger role in the monetization process
    7. 7. Eager to capitalize on multi-brand media portfolios via audiences-based buying solution</li></ul>MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION<br />
    8. 8. FOCUS FOR TODAY<br />Key Building Blocks for Successful Monetization<br />1<br />EXPAND DISTRIBUTION ACROSS VARIOUS CHANNELS<br />2<br />PREPARE FOR A MULTI-PLATFORM WORLD<br />3<br />FOCUS ON YOUR AUDIENCE<br />4<br />DEPLOY A THREE-PRONGED MONETIZATION APPROACH<br />5<br />CREATIVE INNOVATIONS AT SCALE<br />6<br />DELIVER ACTIONABLE INSIGHTS & ANALYTICS<br />MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION<br />
    9. 9. THINKING BEYOND THE PC SCREENAccelerate Your Multi-Devices Distribution Strategies <br />CONTENT EVERYWHERE<br />ADVERTISERS<br />DEVICE AGNOSTIC<br />PC<br />TV<br />CONSUMER<br />CROSS-CHANNEL CONNECTION<br />Mobile<br />Tablets<br />Advertisers looking to manage conversations (reach/frequency) across multiple screens.<br />MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION<br />
    10. 10. AUDIENCE-BASED TARGETINGExtract the Most Value from Your Inventory by Advanced Targeting<br />Know Your Audience<br />Identify your consumer segments in detail<br />Sell Your AudienceEnable advertisers to buy only their most desired consumers.<br />Maximize Revenue<br />Extract the most value from each impression (Increased CPMs)<br />MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION<br />
    11. 11. MULTI-PRONGED MONETIZATIONMaintain Control but Maximize Monetization Across Multiple Resources<br /><ul><li>Branding/Sponsorship/High CPM Sell</li></ul>DIRECT SALES<br />HIGH<br /><ul><li>Guaranteed Fill Rate
    12. 12. Utilize Multiple Networks </li></ul>NETWORKS<br />PRICING (CPM)<br /><ul><li>Utilize Exchanges to Monetize Remnant Inventory
    13. 13. Be Prepared for Peaks & Valleys</li></ul>EXCHANGES<br />LOW<br />HIGH VOLUME<br />LOW VOLUME<br />MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION<br />
    14. 14. CREATIVE DEPLOYMENTStriking a Balance between Innovation & Vast Reach<br />Pre-Roll<br />SCALE<br /><ul><li>Be Inventive but Be Scalable
    15. 15. Deployable on All Distribution Partners
    16. 16. VAST & VPAID Compliant a Must</li></ul>SIMPLICITY<br /><ul><li>Make it Easy for Agencies to Executes
    17. 17. Handle All Creative Development
    18. 18. Be Fast… Beware/Avoid of Approval Delays</li></ul>SUCCESS <br /><ul><li>Be the Expert - Make Recommendations to Clients
    19. 19. Evangelize the Success</li></ul>Video Overlays<br />Interstitials<br />AdSelector<br />MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION<br />
    20. 20. ANALYTICS & METRICSRobust Reporting & Performance Optimization Yields Increase Revenue<br />CAMPAIGN REPORTING<br />BRAND MEASUREMENT<br /><ul><li>Provide brand-centric insights to increase value
    21. 21. KPIs: Purchase Intent, Brand Lift, etc.
    22. 22. In-depth analysis to evaluate campaign performance
    23. 23. Recommendations to improve future campaigns </li></ul>RESULTS<br />Repeat Business  Increase Budgets  Partner vs. Vendor<br />MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION<br />
    24. 24. THANK YOU<br />QUESTIONS?<br />20 JANUARY 2011<br />RYAN JAMBORETZ<br />Managing Director EMEa<br />

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