VIDEO AD TECHNOLOGY 101
 

VIDEO AD TECHNOLOGY 101

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    VIDEO AD TECHNOLOGY 101 VIDEO AD TECHNOLOGY 101 Presentation Transcript

    • Advertising 101Josef Nguyen, North America Solutions Engineer
    • AGENDA!  Where Ads Come From!  Sales Process & Campaigns and Placements!  Ad Server Decisioning!  Ad Standards and Formats!  Integrating Ads into Video Cloud Workflow!  Demo of Ad Network & Brightcove Ad Module!  Q&A 2 | Confidential © 2013 Brightcove Inc.
    • Where Ads Come From?
    • WHERE ADS COME FROM!  Ad Serving Platforms !  An ad serving platform is for companies that sell their own ads through their own sales team. !  Benefits: Features to help you optimize your yield across multiple ad sources and viewer platforms, manage your revenue opportunities, and report on your advertising business. !  Disadvantages: Additional cost (own ad server, someone to traffic campaigns). !  Examples: Doubleclick, OpenX, Freewheel, Auditude, AdapTV, YuMe, VideoPlaza 4 | Confidential © 2013 Brightcove Inc.
    • WHERE ADS COME FROM!  Ad Networks !  An ad network is a company that aggregates ad space across multiple publishers, and then sells this inventory to advertisers. !  Benefits: Making the online video ad market accessible to smaller publishers, this spares them the headcount they’d need to hire for their own sales and ad operations teams. Better inventory, guarantee to sell inventory. Disadvantages: A considerable cut of ad revenue - usually 30 to 40% (negotiable). !  Examples: YuMe, Tremor 5 | Confidential © 2013 Brightcove Inc.
    • WHERE ADS COME FROM!  Ad Exchanges !  A variation on the ad network concept that is growing in popularity for video, an ad exchange is a platform that connects buyers and sellers of online ad inventory. !  Benefits: A publisher can list some or all of their video ad inventory in the exchange, along with critical information like details about the content, their audience, and their minimum desired CPM. !  Disadvantages: A considerable cut of ad revenue - usually 30 – 40%; may not always guarantee. !  Examples: AdapTV, Google AdEx, 24/7 Real Media RTB 6 | Confidential © 2013 Brightcove Inc.
    • Glossary
    • GLOSSARY!  Reach (cume) !   The total number of different people or households exposed, at least once, to a medium during a given period.!  Impression !   Each time an ad displays, it is counted as one impression.!  Remnant !   The advertising space that a media company has been unable to sell.!  Frequency !   Average number of times the same person will view/ hear an ad. 8 | Confidential © 2013 Brightcove Inc.
    • GLOSSARY!  Avail !   Available inventory.!  Coverage !   The number of times out of 100 that an ad server should respond with that ad.!  Flight !   The duration of an ad campaign. 9 | Confidential © 2013 Brightcove Inc.
    • Sales Channels
    • SALES CHANNELS!  All Direct!  All Rep!  Direct + Rep (unusual)!  Direct + Network - Highest CPM!  Direct + Network + Exchange!  Direct + Exchange 11 | Confidential © 2013 Brightcove Inc.
    • Campaigns and Placements
    • QUESTIONS AN ADVERTISER (OR AGENCY) WILL ASK A PUBLISHER OR NETWORK!  What are your video views (people watching videos) aka avails / impressions?!  What is your reach/cume (number of different people or households)?!  What are your uniques – the number of unique individuals watching video, usually per month?!  What is your demo breakdown – e.g. Female 25-34, Male 18-24…?!  What is your category breakdown? IAB defined (loosely) – sports, music, short form entertainment, etc?!  What are the geographic markets you reach? Countries, states, Metropolitan Standard Areas (MSAs), zip codes. 13 | Confidential © 2013 Brightcove Inc.
    • WHAT IS SOLD?!   Campaigns (Orders) are the shell and typically only contain schedule and budget info. !  Placements (Line Items) are held inside the campaign shell !  1 or more !  Placement variables Impression goal !  Target !  Advertisements (1 or more creative) !  Schedule (start/stop and/or time of day) !  Budget !  14 | Confidential © 2013 Brightcove Inc.
    • CAMPAIGN COST BASIS!   CPM / CPC / CPA / CPE !  CPM – cost per thousand, most common method for video. !  CPC – cost per click, used mostly in display, can be used in video. !  CPA – cost per action, can be used in video but mostly used in display. An action could be completing a sign-up form. !  CPE – cost per engagement, not common in video. Engagement could be defined as viewing a video through to 50% mark, but varies. 15 | Confidential © 2013 Brightcove Inc.
    • TARGETING!   A set of filters to apply which can include: !  Geography !  Demographics - gender, age !  Content category (or site/zone) !  Remarketing - saw ad A before, show ad B !  Behavioural - visited car site last week, show same brand car ad !  Page placement - above the fold, below the fold !  Slot - pre, mid, post, in-stream !  Device / OS 16 | Confidential © 2013 Brightcove Inc.
    • Ad Network Server Decisioning
    • WHAT DO I SERVE? Publishers Perms Advertisers Priorities Pub Ad Targets Rules Campaigns (Placements) Content Category Advertisements Content ID Creatives Ad Request: Ad Response: targets creatives, pixels18 | Confidential © 2013 Brightcove Inc.
    • WHAT DO I SERVE - CAMPAIGNS?!   Delivery algorithms (campaign goal) !  Fast as possible !  Sponsorship !  Evenly delivered (majority of campaigns) !  Front loaded !  Tail loaded!   Margin – applies to networks and exchanges !   Deliver based on TAC (traffic acquisition cost)/ publisher price!   Priorities (can override delivery algorithm) !   Favored advertiser(s) !   Secondary way to bucket campaigns beyond price (can be democratic, autocratic, or partially democratic) 19 | Confidential © 2013 Brightcove Inc.
    • AD SERVER DECISIONING – PACING EVENLY IS A CHALLENGE 120000 120% 100000 100% 80000 80% Avails 60000 60% Even Delivery Coverage 40000 40% 20000 20% Pacing  a  campaign  evenly  is  tough  as  mul3ple  campaigns  can  fight   For  avails  (inventory)  and  eyeballs  are  never  guaranteed  to  be  there. 0 0% Time A Time B Time C Time D20 | Confidential © 2013 Brightcove Inc.
    • WHAT DO I SERVE - WATERFALL?!   Waterfalling refers to intelligently calling/redirecting to 3rd party ad networks . !   This can be done client-side by the ad integration or server- side (ad server to ad server). !   Is used to ensure no avail goes unfilled. !   Can cause delays in the user experience.!   In VAST, this is a VAST wrapper. First response contains a pointer to another VAST tag, basically saying “I don’t have an ad, but go check with this other provider”. 21 | Confidential © 2013 Brightcove Inc.
    • Ad Standards & Formats
    • AD XML – DELIVERED VIA VAST / VPAID / OTHER!   No standards early on!   IAB came out with “standards” late !  VAST – video ad serving template !  VPAID – video player ad interface definition !  VMAP – Ad instructions for long-form insertion23 | Confidential © 2013 Brightcove Inc.
    • CREATIVES (FORMATS)!   Linear Video Ads !  Pre-roll, mid-roll and post roll videos24 | Confidential © 2013 Brightcove Inc.
    • CREATIVES (FORMATS)!   Linear Video Ads !  Pre-roll, mid-roll and post roll videos!   Non-Linear Video Ads !  Overlay, lower third graphic25 | Confidential © 2013 Brightcove Inc.
    • CREATIVES (FORMATS)!   Linear Video Ads !  Pre-roll, mid-roll and post roll videos!   Non-Linear Video Ads !  Overlay, lower third graphic!   Companion Ads !  Video ad and banner images26 | Confidential © 2013 Brightcove Inc.
    • CREATIVES (FORMATS)!   Linear Video Ads !  Pre-roll, mid-roll and post roll videos!   Non-Linear Video Ads !  Overlay, lower third graphic!   Companion Ads !  Video ad and banner images!   Sponsorships !  Skinned player, video ad and banner images27 | Confidential © 2013 Brightcove Inc.
    • Integrating Ads into Video Cloud Workflow
    • 29 | Confidential © 2013 Brightcove Inc.
    • Demo of Ad Network & Brightcove Ad Module
    • RESOURCES!  Ad Integrations Documentation ! http://support.brightcove.com/en/video-cloud/docs/ad-integrations!  Supported Ad Formats and Codes ! http://support.brightcove.com/en/video-cloud/docs/supported-ad-formats-and- format-codes!  Integrating Ad Videos ! http://support.brightcove.com/en/video-cloud/training-videos/topics/3333 31 | Confidential © 2013 Brightcove Inc.
    • Thank you