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Com score tubemogul_online_video

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  • 1. #atmel Online Video: What you need to know to be more effective ad:tech Melbourne Stephen Hunt, Managing Director, TubeMogul Australia & New Zealand Kate Palmer, Account Director, comScore Australia & New Zealand
  • 2. #atmel 2 73% of Australians streamed a video in May’13 11 of the 17 hours the average person spent online this month were spent streaming video Video makes up a big part of our online lives
  • 3. #atmel 3 …. and there’s plenty of room to grow 0 5 10 15 20 25 30 35 40 Averagehoursperviewer Average hours streaming video May ‘13
  • 4. #atmel 4 Youth habits indicate the way of the future % viewed video, May’13 Average hours of videos watched, May ‘13 15-24s 86% 16 55+ 81% 10 >80% of 15-24 time online was spent with video!
  • 5. #atmel 5 Source: Frost and Sullivan, IAB Video advertising market is experiencing explosive growth 0 100 200 300 400 500 2012 2013 2014 2015 2016 2017 Millionsofdollars Annual Spend on Video Advertising (Estimated) $86 million $442 million
  • 6. #atmel 6 However, the current process is messy
  • 7. #atmel 7 Some questions to consider…
  • 8. #atmel 8 To Add Interactivity Or Not? Is Your Investment Substantial Enough To Justify The Creative Cost? Number of Interactions / TOTAL Budget = Cost Per Interaction
  • 9. What Frequency Should Be Set? Empathise With Your Consumer Frequency  and  Purchase  Intent   Absolute  Difference  (Exposed  minus  Control)   Source: Dynamic Logic Global MarketNorms, Q3/08; Video Freq 1-2= c194, Freq 3-6= c64, Freq 7+= c33.; Rich Media Freq 1-2= c1756, 3-6= c1234, 7+= 1030. Difference  in     Purchase  Intent   Frequency  (Number  of  Exposures)   Q4 / 2008 -­‐2 -­‐1 0 1 2 0 2 4 6 8 10 Video   Rich  Media  
  • 10. #atmel 10 Should digital planners conform to TV norms or Should TV planners conform to digital?
  • 11. #atmel 11 What is a TARP in Australia? 20 TARP’s are equivalent to reaching 20% of people within a target audience once
  • 12. #atmel 12 20 GRP’s could be the sum of multiple exposures across a consistent or average target audience penetration – e.g. 10% @ frequency of 2 Different Than a GRP…or Total Reach FREQUENCY 100GRP = x x UNIQUES TOTAL TARGET POP UNIQUES: The number of people or households reached TOTALTARGETPOPULATION: The size of target population or households FREQUENCY: The number of times an individual or household saw an ad
  • 13. Interchangeable Terms in Aggregate 100 TARPs 50% of Population @ 2x Frequency 50 TARPs 50% of Population @ 1x Frequency 50 TARPs 50% of Population @ 1x Frequency 40 TARPs 40% of Population @ 1x Frequency 60 TARPs 60% of Population @ 1x Frequency 100 GRP 50% of Population @ 2x Frequency 100 TARPs 50% of Population (on average) @ 2x Frequency 50 GRP 50% of Population @ 1x Frequency 50 GRP 50% of Population @ 1x Frequency
  • 14. #atmel 14 How This Translates Online
  • 15. #atmel 15 Accuracy Falls In Line With Targeting – Just Like TV Guaranteed eCPMs are Higher Than Advertisers Expect Because Match Rates are Lower Than Expected
  • 16. #atmel 16 Is Wastage Such A Bad Thing? The planner/buyer targeted young people, but pensioners were engaging the most and bought the product too
  • 17. #atmel 17 Optimize on targeting efficiency, and think beyond age/gender 69% 31% 20% 30% 40% 50% 60% 70% 80% Demographic Data: % of women aged 25-45 exposed to the campaign Out-of- Target In-Target 40% 60% 20% 30% 40% 50% 60% 70% 80% Behavioral Data: % of people exposed to campaign who were also heavy consumers of “parenting/cooking/home content” Out-of- Target In-Target
  • 18. #atmel 18 What About Context? Most marketers won’t sacrifice all their context for audience
  • 19. #atmel 19 If total reach goal was 50 %@3x, millions of impressions were wasted on higher frequencies – 450 TARPs TV Builds Reach With A Surplus Of Volume 0 10 20 30 40 50 60 70 80 90 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+
  • 20. #atmel 20 Online Video can cap the frequency on the upper end driving huge efficiencies with far less media – 184 TARPs Online Can Hold Frequency Reducing Wastage 0 10 20 30 40 50 60 70 80 90 1+ 2+ 3+
  • 21. #atmel 21 Not the placement you’re looking for…
  • 22. #atmel 22 Source: Advertiser Perceptions, 5th annual study 60% of agencies cited Brand Recall and Intent to Purchase as the most important measures of online success. However, ‘Performance’ (clicks/conversions) remains the key criteria agencies say they use to evaluate media. How will you evaluate success?
  • 23. #atmel 23 Real-time optimization based on brand lift 0 20 40 60 80 100 1 to 2 3 to 4 5 to 6 7 to 8 9+ %Lift # of Exposures Awareness x Frequency Media Plan Average Frequency Optimization Media Partner A 5 Cap Delivery Media Partner B 1 Increase Delivery Media Partner C 9 Cap Delivery
  • 24. #atmel 24 QUESTIONS?
  • 25. www.comscore.com www.facebook.com/comscoreinc @comScore Thanks