Optimising online video advertising
#agenda21events
Be On, Mads Holmen
Agenda
A look at the
video space in
2012-2016
Create,
Syndicate &
Measure
Introducing
Be On
WHAT’S ALL THE FUSS
ABOUT?
Over 83% of clients and agency partners
believe the internet is fundamentally moving
to rich and interactive brand formats...
From 2012 to 2016 in video
Source: PricewaterhouseCoopers (PwC)
Video Advertising Worldwide – 2012/2016 in USD (PwC)
32.4%...
Source(s): 1comScore; 2Gnip (includes all comments, tweets, posts in public and private instances)
The explosion in conten...
80% of Agencies and Clients have increased their
budget for online video over the last 12 months.
The majority of this bud...
From 2012 to 2016 in video
Source: PricewaterhouseCoopers (PwC)
Monthly video consumption by region
2012 to 2016 in Petaby...
It really all boils down to momentum
250m
500m
750m
2007 2008 2009 2010 2011 2012 2013
1000m
Charlie Bit My Finger: 4 year...
Programmatic NativeOR
Scale or engagement – or more of both?
78% of respondents in Europe felt that they can
achieve a better level of engagement with online
video than through TV.
So...
Introducing…
Create.Syndicate.Measure.
From viral video to video everywhere
CREATE
FROM 30
SECONDS TO 10
MINUTE
EPISODES
SYNDICATE
CONTEXTUALLY
MATCHED,
PREMIUM
DISTRIBUTION,
GUARANTEED
ENGAGEMENT
M...
CREATE
Great content can come from anywhere
Leverage AOL’s HD production
studios and award-winning
creative services…
…or wecan s...
The Derby
Overall Emotions
EmotionAll: Overall Score
Breakdown analysis frame by frame
SYNDICATE
Social Player BrandedBespokeHTML5
The world’s best partner network for content
Source: BeOn Network stats, Q1 2013
+50.000 Partner SitesPremium AOL Properti...
About 30% of all goviral partners
publish on multiple platforms:
+8,000 Twitter Accounts
+7,800 Facebook Pages
+20,000 mid...
On every page, on every screen
Premium activation across all markets delivering scale and engagement
*We will also recruit...
Current live campaigns
Launch date
30/04
Views to date
628k
Social actions
60k
Launch date
25/04
Views to date
1.7m
Social...
Video powered by AOL Networks
Premium formats / tech
Global scale
Ad serving and tracking
Premium destinations and content
MEASURE
The evolution of measurement
METRICS
Impressions
Views
Dwell time
METRICS
Interactions
Sharing
Emotions
METRICS
Demographi...
Welcome to Insights
Performance
Impressions
Views
% Delivery
Actions
CTR
Interactions
Sharing
Viewing
Avg session (sec)
% ...
ASSETS, NOT ADVERTS
INFLUENCE, NOT
IMPRESSIONS
CONVERSATIONS, NOT
CAMPAIGNS
Optimising online video advertising
#agenda21events
Thank you from all @agenda21digital
www.agenda21digital.com
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Optimising online video agenda21 event - Be On's Recommendation

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Be On, part of AOL, describes how to maximise your online video

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Optimising online video agenda21 event - Be On's Recommendation

  1. 1. Optimising online video advertising #agenda21events Be On, Mads Holmen
  2. 2. Agenda A look at the video space in 2012-2016 Create, Syndicate & Measure Introducing Be On
  3. 3. WHAT’S ALL THE FUSS ABOUT?
  4. 4. Over 83% of clients and agency partners believe the internet is fundamentally moving to rich and interactive brand formats. Source: BeOn Survey, April 2013: 772 Respondents across clients and their agency partners from 12 different markets (50% US, 40% EU, 10% RoW)
  5. 5. From 2012 to 2016 in video Source: PricewaterhouseCoopers (PwC) Video Advertising Worldwide – 2012/2016 in USD (PwC) 32.4% CAGR Real number is higher – much of Mobile and Large Format Display spend will also include video by 2015
  6. 6. Source(s): 1comScore; 2Gnip (includes all comments, tweets, posts in public and private instances) The explosion in contentAn explosion in content
  7. 7. 80% of Agencies and Clients have increased their budget for online video over the last 12 months. The majority of this budget is coming from TV (64% agree) and Display (62% agree). Source: BeOn Survey, April 2013: 772 Respondents across clients and their agency partners from 12 different markets (50% US, 40% EU, 10% RoW)
  8. 8. From 2012 to 2016 in video Source: PricewaterhouseCoopers (PwC) Monthly video consumption by region 2012 to 2016 in Petabytes North America, 5414 Western Europe, 3845 Asia Pacific, 6241 Latin America, 664 Central and Eastern Europe, 513 Middle East and Africa, 204 North America, 8109 Western Europe, 11042 Asia Pacific, 17559 Latin America, 4099 Central and Eastern Europe, 2154 Middle East and Africa, 2289 2012 16,881 WORLD TOTAL 2016 45,252WORLD TOTAL
  9. 9. It really all boils down to momentum 250m 500m 750m 2007 2008 2009 2010 2011 2012 2013 1000m Charlie Bit My Finger: 4 years Justin Bieber: 6 months PSY – Gangnam Style: 3 Months PSY – Gentleman: 1 Month An exponential growth
  10. 10. Programmatic NativeOR Scale or engagement – or more of both?
  11. 11. 78% of respondents in Europe felt that they can achieve a better level of engagement with online video than through TV. Source: BeOn Survey, April 2013: 772 Respondents across clients and their agency partners from 12 different markets (50% US, 40% EU, 10% RoW)
  12. 12. Introducing… Create.Syndicate.Measure.
  13. 13. From viral video to video everywhere
  14. 14. CREATE FROM 30 SECONDS TO 10 MINUTE EPISODES SYNDICATE CONTEXTUALLY MATCHED, PREMIUM DISTRIBUTION, GUARANTEED ENGAGEMENT MEASURE BRAND UPLIFT, PURCHASE INTENT & AUDIENCE PROFILING A new end-to-end video platform
  15. 15. CREATE
  16. 16. Great content can come from anywhere Leverage AOL’s HD production studios and award-winning creative services… …or wecan simply amplify the stories youalready have
  17. 17. The Derby
  18. 18. Overall Emotions
  19. 19. EmotionAll: Overall Score
  20. 20. Breakdown analysis frame by frame
  21. 21. SYNDICATE
  22. 22. Social Player BrandedBespokeHTML5
  23. 23. The world’s best partner network for content Source: BeOn Network stats, Q1 2013 +50.000 Partner SitesPremium AOL Properties Top Blogs & Social Highlights +8m Users engaged in video (Daily) +500,000 Social Actions generated (Monthly) +6% average CTR from video (Network average)
  24. 24. About 30% of all goviral partners publish on multiple platforms: +8,000 Twitter Accounts +7,800 Facebook Pages +20,000 mid and long tail sites and platforms from Last.Fm and Wordpress to small vertical sites and blogs Vertical Experts Editorial Network Reach How video is syndicated Social Media Outreach In content syndication across premium publishers across International and local publishers Drive additional reach by broadening out targeting to relevant environments across identified sites where your audience are with multiscreen coverage
  25. 25. On every page, on every screen Premium activation across all markets delivering scale and engagement *We will also recruit publishers before and during the campaign specific to Samsung Mobile’s campaign and objectives +2,300 SITES +1,900 SITES +1,500 SITES +2,600 SITES +5,000 SITES +5,700 SITES +1,500 SITES +2,100 SITES +1,600 SITES +2,400 SITES +1,600 SITES +2,400 SITES +2,300 SITES +1,400 SITES +3,100 SITES
  26. 26. Current live campaigns Launch date 30/04 Views to date 628k Social actions 60k Launch date 25/04 Views to date 1.7m Social actions 1.7k Launch date 16/04 Views to date 5.3m Social actions 56k Launch date 17/04 Views to date 5m Social actions 147k Launch date 21/04 Views to date 46m Social actions 2.3m beon.aolnetworks.com
  27. 27. Video powered by AOL Networks Premium formats / tech Global scale Ad serving and tracking Premium destinations and content
  28. 28. MEASURE
  29. 29. The evolution of measurement METRICS Impressions Views Dwell time METRICS Interactions Sharing Emotions METRICS Demographics Uplift Influence PERFORMANCE EMOTION & SOCIAL INSIGHTS
  30. 30. Welcome to Insights Performance Impressions Views % Delivery Actions CTR Interactions Sharing Viewing Avg session (sec) % complete/PTE Feedback Impact Demographics Uplift Geography
  31. 31. ASSETS, NOT ADVERTS INFLUENCE, NOT IMPRESSIONS CONVERSATIONS, NOT CAMPAIGNS
  32. 32. Optimising online video advertising #agenda21events Thank you from all @agenda21digital www.agenda21digital.com
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