Introduction to Video Advertising

The New Online Frontier and Video

For the consumer: Consume content (reading) Participate in content (rating) Creation of content (publishing) Organizing content (RSS feeds) For brands: eCommerce Community Expand points of contact Attract new prospects

Decade of technology evolution 1993 1998 Information Wave Access 2003 Distribution & Communications Wave Transact 2007 + Networking Wave Communicate Social Media Wave Participate

Revolution of consumer power driven by a major generation change

Want user friendly, plug-and-play technology

Television, cable TV and internet important

Baby Boomers (72 million ages 41 – 59) Generation X (43 million ages 27-45) Generation Y (60 million age 12 – 28)

Near universal PC, mobile phone use

Multimodal communication – voice, video, text

Music, mobile TV, video, multi-layer 3D gaming

Larger & more dependent on portability & connectivity of mobile devices

Want fast, seamless, top-of-line technology

Use handhelds, portable devices; play video games

Like to cocoon when traveling

Online travel-related research outpaces actual online buying by two-to-one - websites must attain and keep visitors - video is one way to accomplish that.

The Conference Board Consumer Research Center - 2007 survey of 10,000 households nationwide.

83%+ of travellers in the U.S. use the Internet to research or book travel

Prospectiv 2006 nationwide Travel Poll.

Average US viewer watches 68 videos online a month, or more than two per day.

Podcasting News, September of 2007

Two-thirds of online adult leisure travellers consume online video and audio clips.

2007 Travel Industry Association, TravelHorizons study

The statistics

Video will generate 30% of Internet-based traffic by 2011 ; 9% in 2006

Cisco Systems - quoted in The Wall Street Journal, Aug. 14, 2007

Video reaches beyond the youngest demographics

The 35-44 & 45-54 age groups are equally as likely to view online content as the 18-24 age group.

Burst Media’s 2006 nationwide survey of online video viewers

The statistics

Monetizing Video Product Placement Advertiser Funded Video Mobile Video Video on Demand (VOD) Joost, Sky1 In Stream Video in-video in-content

Online Video Ads Mainly Drive Site Visits; Some Purchase

44% of users have taken some action after viewing a video ad

Video Activities by Gender and Age

High propensity to share and distribute video content across all demographic groups

Video Ad Formats 1. In-Video advertising

Pre-Roll: before content stream (:15 and :30 seconds)

Mid Roll: during content stream (:15 and :30 seconds

Post Roll: after content stream (no limits)

Overlays

Ticker Ad

During video playback a unit Launches at the bottom of the player During video playback a unit Launches at the bottom of the player Roll Based

Ticker Ads

Overlays

Video Ad Formats 2. In-Content video advertising

Banner to Video Expandable

Video Overlay

Video Banner (468 x 60)

In Text Video Advertising

Video Subsites

Video ad appearing on or over the content of a site

Kraft Crystal Light Video Campaign Case Study

Kraft Video campaign ran across three months, across social media, entertainment and lifestyle sites

Brand impact study conducted by Kraft and Dynamic Logic revealed campaign raised awareness of Crystal Light by 21%

Hilton Maldives Video Case Study

Web Liquid arranged for the Hilton Maldives Resort to be the first hotel participating in Tripadvisor’s new online video features.

Video (11 minutes long) has been played 11,673 times to date and rated a 4.5 out of 5 by viewers.

Prior to the 2006 Travelers Choice Awards, in which the property was selected as the Best Luxury Hotel, Web Liquid and Trip Advisor submitted video to ABC in Chicago