NY Digital Media - Online Video Strategy

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Presentation from NY Digital Media Measurement conference. Provides alternative methods to measure online video campaigns. How TRESemme leverages paid media to distribute branded video content.

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NY Digital Media - Online Video Strategy

  1. 1. Online Video & Distributed Content:<br />Identifying Relevant Key Performance Indicators to Make Your Case and Maximize ROI<br />(Lighting Fires: Distributing Brand Experiences Online)<br />
  2. 2.
  3. 3. Measuring Online Advertising Basics<br />+<br />=<br />Efficiency<br />CPM<br />CPC<br />CPV<br />CPE<br />CPL<br />Effectiveness<br />Drive Traffic<br />Brand Engagement<br />Brand Impact Studies<br />Quality of Leads<br />Sales per Visit<br />ROI<br />
  4. 4. Over-Measuring Online Advertising<br />
  5. 5. Online Video Measurement<br />Distribution<br />+<br />+<br />=<br />Efficiency<br />CPM<br />CPC<br />CPV<br />CPE<br />CPL<br />Effectiveness<br />CTR<br />Engagement<br />Brand Impact Studies<br />Leads<br />Sales<br />Content<br />Reused<br />Custom <br />Leveraged<br />ROI<br />Online Video KPIs<br />
  6. 6. Under-Measuring Online Programs<br />+<br />Content<br />Efficiency + Effectiveness<br />Distribution<br />Efficiency + Effectiveness<br />$<br />$<br />MediaROI<br />
  7. 7. +<br />Distribution<br />Efficiency + Effectiveness<br />Content<br />Efficiency + Effectiveness<br />$<br />Program ROI<br />
  8. 8. Light Many Fires<br />Generate Sparks: give consumers something to experience <br />Build Fireplaces: find places for consumers to interact with them<br />Light More Fires: motivate them to spread it to others<br />Places To Interact<br />Our Space:<br />Brand Sites, Paid Media Sites, <br />Sponsored Events/Microsites<br />Their Space:<br />Social Networks, User-Gen Content<br />Shared Space:<br />Blogs, Retail Sites<br />Something To Interact With<br />Product News and Information<br />Product-Related<br />Lifestyle Content<br />Special Events/Sponsorships<br />Interactive Content<br />Reasons To Share<br />Found It First<br />Personal Expression<br />My Friends Like What I Like<br />Promotion Incentives<br />Easy To Share<br />Find – Click – Share<br />Leverage Sharing Habits<br />Share It For Them<br />
  9. 9. Kill the CTRBootleg Your VideosRedefine the CPM<br />
  10. 10. Kill the CTR<br />1 out of 1,000 consumersclicking your banner sucks<br />and<br />1 out of 100 consumersclicking your video ad still sucks<br />
  11. 11. Paid Media<br />Social Media<br />Brand Site<br />Share Content Across Channels<br />Driving Content to Users<br />Driving Users to Content<br />-VS-<br />Brand Content<br />Brand <br />Site<br />Social Media<br />Paid Media<br />
  12. 12. Content Ecosystem<br />Brand Site<br />Paid Media<br />Social Media<br />Share Content Measurement Across Channels<br />
  13. 13. Bootleg Your Videos<br />Leverage offline programs to contribute online content<br />
  14. 14. +<br />=<br />
  15. 15. Phase 1<br />Generate and Aggregate Sparks<br />
  16. 16. Phase 2<br />Test Content Distribution<br />25X video consumption<br />
  17. 17. Phase 3<br />Expanded Distribution & Spread Fires<br />
  18. 18. $$<br />$<br />$<br />$<br />$<br />Content Formats<br />Content Exposure<br />Content Sentiment<br />
  19. 19. Creating Video Content:<br />Leverage Offline Media Partnerships<br />
  20. 20. Creating Video Content:<br />Lower Budget Options<br />
  21. 21. Content Ecosystem<br />Brand Site<br />Paid Media<br />Social Media<br />Non-Video Sparks<br />
  22. 22. Redefine the CPM<br />Buy Content, Not Impressions<br />
  23. 23. Redefining CPM<br />Cost per Thousand<br />Buy impressions<br />Content per Thousand<br />Buy creative + guaranteed views<br />Brand Site<br />Media Distribution<br />Video Seeding<br />
  24. 24. Non-Video Sparks With Guaranteed Exposure<br />
  25. 25. My Challenge To You<br />Marketers<br />Find Your Sparks<br />Focus Your Agencies<br />Media Agencies<br />Buy Content not Banners<br />Make Added Value Actually Valuable<br />Publishers<br />Request Creative Briefs Attached to Media RFPs<br />Compete on Creative Quality, not Just CPMs<br />Digital/Creative Agencies<br />Get Nervous<br />
  26. 26. Thanks.<br />

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