Tremor Media is the leading video ad network with the reach, products, ad formats and experience to provide a consultative approach with our clients that enables them to do “Video the Way You Want It” and ensure that they reach their true marketing goals.
Video the Way You Want It An Intro to Online Video
Audience Profiles Tremor can target unique, niche audiences across all of our core channels, ensuring that your campaign is seen by your target audience and only your target audience, including soccer moms, students, fitness fans and more.
US Online Video Ad Spending (in millions) For brand advertisers, the engagement of video, combined with the Internet’s tracking and targeting capabilities, offers a highly accountable method to sway the hearts and minds of their target audience. How large is the Internet video universe? Overall, the US online video audience will reach 155 million this year, and increase by nearly 30 million by 2011, when the audience size will reach 183 million, according to eMarketer projections. TV Ad Dollars Are Moving Online US Online Video Viewers (in millions) +53% +52% +27% +26% Viewer attention rate Viewer awareness Consideration Favorability US Online Video Advertising vs. TV Ads, 2007 (% increase vs. TV) 52.3 69.6 90.2 114.3 135.5 155.2 168.5 176.0 183.0 2003 2004 2005 2006 2007 2008 2009 2010 2011 $40 $55 $85 $135 $225 $410 $775 $1,350 $2,100 $3,100 $4,300 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 *Source : eMarketer ; 06/07 *Source : Adweek ; 03/07 *Source : eMarketer ; 02/07
Coming Soon: More Brand Safe Video What amount of website video content do you think you will be doing in a year from now?
Advertisers need content they trust – not just UGC - to build the mass of video ad inventory required for the broad reach that brand marketers seek.*
YouTube is great…but not necessarily for your brand
More trusted video content is coming online from traditional and alternative media companies.*
All forms of media will be transforming themselves into online television stations over the next year. More than three-quarters of media outlets surveyed anticipate having more or much more video content on their site.
Source: 2008 Web Influencers Survey, DS Simon Productions Inc. Much More More Same Less More+ Much More TV 30% 52% 17% 0% 82% Radio 24% 50% 24% 3% 74% Print 18% 58% 24% 0% 76% Web Media 21% 55% 23% 1% 76% Average 23% 54% 22% 1% 77%
Pre-Roll Viral/Widgets Video In-Banners Video Overlays Page Roll Video the Way You Want It Full-screen HD
A widget is a portable piece of code that can be picked up and placed within any web page by an end user.
Widgets are user friendly and customizable and add functionality to a personal homepage, blog or social network page.
Widgets can be sharable, branded content that spread your marketing message across the Web
Hyper-distribution of your content through multiple outlets.
Widgets are being implemented by many of the 69 million adults and 15 million teens eMarketer estimates will be using social network sites in 2008. “ Widgets are absolutely where the action is today. They make the Net more fun, useful, and customizable for users.” –CNN Money
YouTube shows extraordinarily high abandonment rates for preroll ads.
Sites offering professional video content report relatively low abandonment rates.
Many sites report at least 10 percent of users abandon videos within 15 seconds, even if they are not presented with a preroll ad.
Shorter preroll ad lengths can significantly reduce abandonment rates
Users strongly prefer free ad-supported online video over paid online video when given a choice.
Jupiter Research 8/08
A Balanced Value Exchange US Adult Internet Users Who Are Willing to Pay to Watch Their Favorite Video Content* Online, November 2006 (% of respondents) Note: *TV shows or movies Source: Piper Jaffray & Co., "2006 Piper Jaffray Online Media Survey," February 2007, Jupiter Research 9/08
When asked, most users are not willing to pay, even for their favorite content
Daily online video viewers are relatively more willing to pay for video content than users who watch less frequently
Need to balance:
Greater value frequent viewers assign to online video
Frustration of being exposed to more advertising
But even daily viewers show a clear preference for ad supported video.
Attitudes Towards Video Ads Attitudes* of US Online Video Viewers toward Online Video Advertisements April-May 2007 (% of respondents) 54% 52% 44% 32% 56% Prefer online video ads to be related to the content Advertisements are a fair way for Web sites to provide free professionally produced videos Prefer watching online ads in exchange for not paying to see favorite online videos Online video ads are a convenient way to get information about products and services Would watch an online video ad because it is just like watching ads on TV Note: n=1,422; *top two box Source: Online Publishers Association (OPA) and OTX, "Frames of Reference: Online Video Advertising, Content and Consumer Behavior,“ June 6, 2007
Not all Content is Created Equal There is a large gap between what people are watching and what people are willing to pay for, or participate in a “value exchange” Source: The Diffusion Group, 2008 Short-clip 20.4% Long-form 2.2% UGV 42.4% Other 35% Short-clip 54.8% Long-form 41.6% UGV 3.7%
Consider the use of :30s since they have shown a higher brand impact than :15s
Users are less likely to perform an action online after watching the :30 second pre-roll
Tremor only places :30s in front of longer form, professionally produced content that users are committed to watching
For Direct Response campaigns:
Focus more on the probability of performing the desired action within the ad.
15 second pre-roll ads have a strong, direct relationship between completion rates and click-through rates, proving that :15s are an effective way to drive site traffic.
Video As A Direct Response Vehicle 22% Checked out company Web site 19% 19% 16% 15% 13% 12% 9% 9% 5% 4% Searched for information about the product Clicked on banner ad that accompanied video Talked to friends/family about the product Went to store to check out product Requested information about product Made a purchase Forwarded video ad to friends/family Signed up for product/service trial Called toll-free number to find out more Ordered subscription US Online Video Viewers' Responses to Online Video Advertising, April-May 2007 (% of respondents) Note: n=1,135 Source: Online Publishers Association (OPA) and OTX, "Frames of Reference: Online Video Advertising, Content and Consumer Behavior,“ June 6, 2007
In this case, the banner expands and the video begins to play. The interaction that indicates authentic interest in the message, and thus charging the advertisers, is ONLY clicking to continue the ad.
We’ve partnered closely with our clients to ensure that advertising on our network will draw users more deeply into the messaging and can confidently charge advertisers only when the user exhibits a “success” metric.
Case Studies A Look At How Picking The Right Format & Pricing Drives Success