How RIA Advertising Works (And a Little Bit About Brightcove)

How RIA Advertising Works (And a Little Bit About Brightcove) Brian Deitte and Melissa Gregory

What’s The Plan?
A Little Bit About Us
A Little Bit About Brightcove
The Life of an RIA Ad
(aka, How RIA Advertising Works)

A Little Bit About Brian
Flex/Flash/Java developer at Brightcove. Find me at http://deitte.com or http://twitter.com/bdeitte
Matt Chotin punched me at the first 360Flex.

A Little Bit About Mel
Flex/Flash/Java Developer at Brightcove
Brian Deitte punched me at my first 360|Flex (just now)

A Little Bit About Brightcove
Brightcove is the leading online video platform
Players are lightweight and customizable
Management tools built in Flex 3
Customers span the range in terms of size and focus
Express offering starting at $99/month

Brightcove Studio

Brightcove Players
Hundreds of millions of player loads
Players have to be lightweight and fast
Built on AS3, with a custom extensible framework

Brightcove Players
Styles and themes can be changed easily

Brightcove Players
BEML (Brightcove Experience Markup Language) allows users to create custom runtime experiences

Brightcove Player API
Players expose an API for further experience customization
Accessed through ActionScript or Javascript
ActionScript SWC library for API use
http://docs.brightcove.com/en/player/

Brightcove Media API and SDKs
Media API
The sky’s the limit
http://support.brightcove.com/en/docs/getting-started-media-api
SDKs
IPhone SDK
Advertising SDK
Media API SDKs
http://support.brightcove.com/en/docs/brightcove-sdks

Brightcove Developer Community
Documentation, articles, and DevTV, and an active developer forum

Life of An RIA Ad
From ad request to ad server to ad display to…

Disclaimers
Business-side and Creative-side of Advertising? There’s one slide for each.
A focus on video.
A side research project cut some of this research short, but it’s hard to blame her.

The One Business-Side Slide
“ According to research eMarketer, although search advertising is only expected to grow approximately 5.6% this year, display advertising has a projected growth of 8.2%, to $7.9 billion.”
“ Analysts have predicted that revenues from Google’s display advertising will increase as much as 40% this year, to more than $1 billion”

The One Creative-Side Slide
Tostidos ad: http://vimeo.com/9194146
Wanting to do more: http:// www.crapads.org

Where Do I Start?
A SWF and an ad controller
Ad controller? Brightcove player, OSMF player, openvideoads.org, or a homegrown solution
Video specific? Not really.

Do I Really Want an Ad?

I Want an Ad!
Send ad request to an ad server
Simple GET request with many URL parameters to help determine the ad that’s returned
Example: http://ad.doubleclick.net/pfadx/bc.addemos/;frmt=22;frmt=0;frmt=1;plID=2412527001;sz=8x8;ttID=1073549595;cue=pre;cgm=0;ord=036755150?

Ad Server?
http://www.brightcove.com/en/partners/technology-partners/advertising
A small section of the ad servers and ad networks:

Ad Server Receives Request
Into the wild world of trafficking
Returned ad depends on ad request data, ads within the system, frequency that certain ads have been returned, the time of the day, inventory sold, your astrological sign, etc.
Can also delegate to other ad servers
Can also send a “no ad” response

Ad Server Sends Out Response
Usually XML
http://support.brightcove.com/en/docs/supported-ad-formats-and-format-codes
<Banner468x60 version="1" trackStartURLs="[%Track Start URLs%]"> <bannerURL>[%URL to 468x60%]</bannerURL> <bannerClickURL>[%468x60 Click URL%]</bannerClickURL> </Banner468x60>
VAST is becoming very popular

A Slight Detour into the IAB
Interactive Advertising Bureau at iab.net
Standards for many parts of advertising, from how an ad is “counted” (via an impression) to the standard display formats
VAST and VPAID are emerging for video ads
http://support.brightcove.com/en/docs/vast-ad-formats-and-format-codes

I Have an Ad! Now What?
Ads need to be displayed in very specific ways
Ad controller needs to decide how it’s displayed with custom logic, VPAID, ad SWF, or ad-company-provided libraries

I Make $$$
Ad is displayed, so ad impression is sent
Ad impression is a URL call (as returned within the ad response) to an ad server which records that the ad was seen
Other ways to make money
Other ways to gain insight on how well ads are doing

For More Information
Stop by the Brightcove booth and say hello
Check us out at http:// www.brightcove.com
Find the slides (shortly) at http:// www.deitte.com

Questions?

http://www.deitte.com	121
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How RIA Advertising Works (And a Little Bit About Brightcove)

by Brian Deitte on Mar 08, 2010

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How RIA Advertising Works (And a Little Bit About Brightcove) — Presentation Transcript