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

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Presentation from Brian Deitte and Mel Gregory given at 360Flex on March 8th, 2010

Presentation from Brian Deitte and Mel Gregory given at 360Flex on March 8th, 2010

Published in: Technology, Design
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  • 1. How RIA Advertising Works (And a Little Bit About Brightcove) Brian Deitte and Melissa Gregory
  • 2. 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)
  • 3. 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.
  • 4. A Little Bit About Mel
    • Flex/Flash/Java Developer at Brightcove
    • Brian Deitte punched me at my first 360|Flex (just now)
  • 5. 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
  • 6. Brightcove Studio
  • 7. Brightcove Studio
  • 8. Brightcove Players
    • Hundreds of millions of player loads
    • Players have to be lightweight and fast
    • Built on AS3, with a custom extensible framework
  • 9. Brightcove Players
    • Styles and themes can be changed easily
  • 10. Brightcove Players
    • BEML (Brightcove Experience Markup Language) allows users to create custom runtime experiences
  • 11. 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/
  • 12. 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
  • 13. Brightcove Developer Community
    • Documentation, articles, and DevTV, and an active developer forum
  • 14. Life of An RIA Ad
    • From ad request to ad server to ad display to…
  • 15. 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.
  • 16. 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”
  • 17. The One Creative-Side Slide
    • Tostidos ad: http://vimeo.com/9194146
    • Wanting to do more: http:// www.crapads.org
  • 18. 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.
  • 19. Do I Really Want an Ad?
  • 20. 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?
  • 21. Ad Server?
    • http://www.brightcove.com/en/partners/technology-partners/advertising
    • A small section of the ad servers and ad networks:
  • 22. 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
  • 23. Ad Server Sends Out Response
    • Usually XML
    • http://support.brightcove.com/en/docs/supported-ad-formats-and-format-codes
    • <Banner468x60 version=&quot;1&quot; trackStartURLs=&quot;[%Track Start URLs%]&quot;> <bannerURL>[%URL to 468x60%]</bannerURL> <bannerClickURL>[%468x60 Click URL%]</bannerClickURL> </Banner468x60>
    • VAST is becoming very popular
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. Questions?

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