Navigating Video Advertising on Every Screen

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Video is a powerful asset for driving activity along the purchase funnel, but how can you use it to start an interactive conversation with your audience and, more importantly, get them to watch it in the first place?

Leveraging examples from interactive video campaigns and the latest research, executives from PointRoll and our Open Insights™ and Included Program™ partner TubeMogul, a brand-focused video advertising platform, will take a deep dive into video advertising.

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Navigating Video Advertising on Every Screen

  1. 1. Navigating Video Advertising On Every Screen #VideoEverywhereblog.pointroll.com www.tubemogul.com @pointroll @tubemogul 1
  2. 2. Meet the Panelists Catherine Spurway-Hepler Max Mead • PointRoll • TubeMogul SVP, Strategy & Marketing SVP, Business Development • cspurway@pointroll.com • max.mead@tubemogul.com Todd Pasternack David Burch • PointRoll • TubeMogul Director, Creative Technology Group Communications Director • tpasternack@pointroll.com • david.burch@tubemogul.com #VideoEverywhere 2
  3. 3. Video…What is it. What it isn’t. 3
  4. 4. Video Advertising is… Not just 4
  5. 5. 86% of YouTube Videos Receive <10K Views Paid media increasingly necessary to drive views YouTube Videos by Number of Views Percent of Total 33.2% 22.8% 10.2% 10.4% 8.6% 6.6% 5.6% 2.3% 0.4% <100 100-500 501-1k 1k-2.5k 2.5k-5k 5k-10k 10k-100k 100k-1m >1m Source: internal research, 2011 5
  6. 6. YouTube: Over Half of Views Occur in First Week Video Lifecycle: % of Total Views in 90 Days 18.00% 16.00% 14.00% 12.00% 10.00% 2010 8.00% 2008 6.00% 4.00% 2.00% 0.00% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89 Days Passed Since Upload Source: TubeMogul, 2010 6
  7. 7. Video advertising is… Effective Engaging Everywhere #VideoEverywhere 7
  8. 8. Why video advertising?3.5% 3.2%3.0%2.5% 2.4%2.0% 1.8% 1.5%1.5% 1.3% 1.1% 1.0% 1.0%1.0% 0.8% 0.8% 0.7% 0.7% 0.6%0.5% 0.4% 0.2%0.0% Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent / Consideration Video-based Rich Media Non-Video-based Rich Media Simple Flash Source: TubeMogul / Dynamic Logic joint research 8
  9. 9. Video Advertising Is Engaging 9
  10. 10. Video Advertising Can Be … Interactive or non-interactive The creative or a feature The distribution channel itself An opportunity on any screen 10
  11. 11. In Banner & Custom Video Ads that Drive Engagement 11
  12. 12. Video As A Feature Click for Demo 12
  13. 13. Video IS The Creative Click for Demo 13
  14. 14. Video IS The Creative Click for Demo 14
  15. 15. In Stream Video 15
  16. 16. PointRoll In Stream Solutions Pre-roll Interactive AdChooser Out of Video Player Dynamic 16
  17. 17. Out of Player Experience Click for Demo 17
  18. 18. InStream: Ford Dynamic Local Offer Click for Demo 18
  19. 19. Data & Targeting Awareness Consideration Intent Lifestyle Social Demographic Behavioral Geography Context 19
  20. 20. What works where? Repurposed TV = Awareness; Made-for-Web = Impact There is likely a beneficial impact on awareness from the TV spots these ads have been repurposed Repurposed TV Made-for-Web 5 4.7 4.3 Video content has the ability to be 4 more relevant and useful to the viewer, and therefore, morePercent Impacted 3 persuasive 2.2 2.1 2.0 1.9 2 1.6 1.4 1.2 0.8 1 0 Aided Brand Online Ad Awareness Message Association Brand Favorability Purchase Awareness Intent/Consideration Repurposed TV: Last 3 Years, Q4/2009, N=59, n=75,045; Made-for-Web Content: Last 3 Years, Q4/2009, N=135, n=150,028 Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098 20
  21. 21. Video As A Feature Click for Demo 21
  22. 22. Users Will Watch: More Time With Your Brand Message Average Seconds Watched Per View by Type: Ads >30 Seconds 85.2 45.2 38.6 32.2Branded Auto-Play Click-To-Play Facebook In-Game Rollover To Play Source: TubeMogul client campaigns. Spans 124m views. 2011. 22
  23. 23. Distribution and Targeting 23
  24. 24. The Old Way Video Assets Publisher Advertiser Publisher Ad Net 1 Ad Net 2 Ad Net 3 … Ad Network Reporting 24
  25. 25. The New Way Publishers Ad Networks Advertiser Exchange / SSPs Video Markets Private Networks 25
  26. 26. The New Way Non-Expanding Interactive Flash Advanced, Polite Rich Media as well as Expandable capabilities across networks and DSPs 26
  27. 27. Sounds Good, But What’s That Really Mean? 27
  28. 28. Video Metrics 28
  29. 29. TubeMogul Video Analytics 29
  30. 30. What’s Next? 30
  31. 31. The Big Picture 31
  32. 32. Summary Make YouTube a part of your plan, just not your only plan Think about campaigns holistically People will watch your videos… Make your videos interactive and engaging Use insights and analytics to optimize Use RTB to balance reach/frequency Start broad 32
  33. 33. Questions?Contact your rep or email info@pointroll.com with specific questions or to learn more. 33

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