Ad Tech NY- Feed Your Brain: Adap.TV Video Ad Server

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Presentation by Adap,tv (Video Ad Server) at ad:tech NY

Presentation by Adap,tv (Video Ad Server) at ad:tech NY

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Transcript

  • 1. Feed Your Brain, Part III Advanced Analytics Amir Ashkenazi, Founder & CEO, Adap.tv Teg Grenager, Founder & VP Product & Marketing, Adap.tv Larry Weitzman, Chief Content Officer, CineSport
  • 2. Agenda
    • Online Video Opportunities & Challenges
    • Online Video Best Practices
    • Advanced Analytics: Food for Thought
    • Publisher Spotlight: CineSport
  • 3. Adap.tv: What We Do
    • OneSource
      • Publisher video ad management platform
    • Connected Network Program
      • Partner with ad networks in connecting to online video publisher inventory
      • • Hundreds of online video publishers
      • • Thousands of sites
      • • Hundreds of millions of streams / month
      • and growing…
    ( )
  • 4. The Online Video Opportunity
    • Why buy online video?
    • Engagement
      • Engaged audience, non-DVR-able
      • Multiple brand touch points, actionable
      • Immersive custom ad formats
    • Targeting
      • For content, audience, re-targeting
    • Accountability
      • Measure ad effectiveness at a granular level
  • 5. The Online Video Opportunity
    • Online video drives value for brands.
    • In-stream video ads vs. display ads
      • Average 8 to 10 times more effectiveness to increase brand awareness
    • Huge point increase in other branding metrics
      • Message association + 14.4 %
      • Brand favorability + 5.0 %
      • Purchase intent + 4.8 %
    Source: comScore Dynamic Logic MarketNorm Jan.’07
  • 6. The Online Video Opportunity
    • Online video is an essential part of an online strategy.
    Video Display SEM Awareness Persuasion
  • 7. Online Video Challenges
    • Scaling up
      • Lack of support for ad format standards
    • Targeting
      • Difficult to get scale and reach target audience simultaneously
    • Measurement
      • Inconsistent ad metrics
    • Innovation
      • Complexity of trafficking custom formats
  • 8. Online Video Challenges: Targeting
    • 80% of impressions reached the wrong audience
    • Small minority reached target audience with desired frequency
    • Comscore Research
    • 8 US brand campaigns
    • w/ $40K - $2M budget
    Source: comScore, March 2009 – Research from eight U.S. brand campaigns with budgets between $400,000 and $2 million
  • 9. Online Video Best Practices
    • Experimentation and research continues…
    … but there are smart strategies you can adopt now.
  • 10. Best Practices: Campaign Planning
    • Plan Media
      • Mix: Use premium sites + ad networks for reach
      • Validate: Which channels can support your video formats and what metrics to track
    • Develop Creatives
      • Rotate: Test multiple creatives in parallel
      • Engage: Include calls-to-action or deeper interactivity
      • Innovate: Test novel formats to meet campaign goals
  • 11. Best Practices: Campaign Management
    • Traffic
      • VAST: upload once, run everywhere
      • Buy-side video ad servers: (DFA, Atlas Media Console, Vindico)
      • Multi-channel attribution: to understand ROI drivers
    • Monitor and Optimize
      • Measure ad performance frequently
      • Break down by site, audience segment, creative
      • Address poor performers to maximize ROI
  • 12. Advanced Analytics: Food for Thought
    • Video Metric – Ad Completion Rate
    Source: Adap.tv, Oct. 2009
  • 13. Advanced Analytics: Food for Thought
    • Campaign Optimization - CTR
    Source: Adap.tv, Oct. 2009
  • 14. Advanced Analytics: Food for Thought
    • Many online gaming sites are monetizing with video ads with their engaged audience on OneSource
      • Average CTR of online gaming sites: 4.2 %
      • Average CTR of non-online gaming sites: 0.4 %
    • Be cautious when interpreting metrics as viewers are already interacting with the games and clicking away
    Source: Adap.tv, Oct 2009
  • 15. Advanced Analytics: Food for Thought
    • Better Targeting – Video Views By Time/Geography
    • Follow video engagement trends by country
    Source: Adap.tv, Oct 2009 12 AM 6 AM 12 PM 6 PM Local time US India UK High engagement Low engagement
  • 16. Summary
    • Online video is becoming an essential part of online ad campaigns
    • Execution challenges can be addressed with best practices
    • Access to advanced analytics can yield insights that can significantly impact ROI
  • 17. Thank You!
    • www.adap.tv
    • www.cinesport.com