Tech Talk with Extreme Reach: The Marketer's Roadmap for Scaling Online Video Advertising
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Tech Talk with Extreme Reach: The Marketer's Roadmap for Scaling Online Video Advertising

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Online video is the fastest growing digital ad format (expected to increase 40% this year and next). Audiences are spending more time watching digital video, but the challenge of measuring the ...

Online video is the fastest growing digital ad format (expected to increase 40% this year and next). Audiences are spending more time watching digital video, but the challenge of measuring the efficacy of ads across media while streamlining and simplifying your workflows can be daunting. This workshop will provide an insightful roadmap for simultaneously scaling video advertising and improving video campaign results.

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Tech Talk with Extreme Reach: The Marketer's Roadmap for Scaling Online Video Advertising Tech Talk with Extreme Reach: The Marketer's Roadmap for Scaling Online Video Advertising Presentation Transcript

  • The  Marketer’s  Roadmap  for  Scaling   Online  Video  Adver<sing Chip  Scully Extreme  Reach Here Are Yo u Monday, October 28, 13
  • Online  Video  Adver<sing  Landscape: Online  video  adver<sing   can  really  waste  your  <me. Monday, October 28, 13
  • Online  Video  Adver<sing  Landscape: Online  video  adver<sing   can  really  waste  your  <me. 1 It’s  Early Monday, October 28, 13 2 It’s  Different
  • It’s  Early: <6%   Of  video  ad  dollars  are   spent  on  online  video -­‐-­‐  Q2  Nielsen  Cross-­‐PlaRorm  Report,   Summer  2013 Monday, October 28, 13
  • But  growing  very  quickly: % 40 Expected  increase  in  U.S.   online  video  ad  spend  this  year   and  again  next  year eMarketer  study,  Summer  2013 $ 2012 Monday, October 28, 13 2013 2014
  • TV  and  Online  Video  are  Synergis<c: % 90 Of  online  video  crea<ve  is  the   same  as  (or  a  varia<on  of)  ads   that  run  on  TV. -­‐-­‐  Extreme  Reach  Cross-­‐Media  Trends  Research,   Q2,  2013 Online TV Commercial  Master Monday, October 28, 13
  • Scalability  Hurdles: Two  issues  make  online  video   adver<sing  unscalable.     1 Workflow Monday, October 28, 13 2 Repor<ng
  • Roadmap  for  Online  Video  Scalability: Case  Study:  Top  U.S.  Auto  Brand   Online  video  workflow when  separate  from  TV Monday, October 28, 13 Online  video  &  TV  teams,  campaigns,   crea<ve  and  objec<ves  connected   Online  video  workflow when  connected  to  TV
  • Roadmap  for  Online  Video  Scalability: The  Answer:   An  automated  workflow  for  online  video    that  leverages  TV  crea<ve,  prac<ces  and  data.   Every  step  is  automated,  streamlined  or  eliminated.   Monday, October 28, 13
  • Roadmap  for  Online  Video  Scalability: The  Answer:   An  automated  workflow  for  online  video    that  leverages  TV  crea<ve,  prac<ces  and  data.   Video   Master Produc<on 1 Talent  &   Rights 2 Add Interac8vity 3 Every  step  is  automated,  streamlined  or  eliminated.   Monday, October 28, 13 Traffic/Serve Everywhere 4 Cross-­‐Media   Analy8cs 5 Audience
  • Roadmap  for  Online  Video  Scalability: rd-­‐party  metrics  too. Integrate  &  track  3 Monday, October 28, 13
  • Roadmap  for  Online  Video  Scalability: Gear  up  for  the  real  mul<-­‐screen  future. Tap into TV all the way upstream. Scale video campaigns online. 1. 2. 3. 4. 5. Monday, October 28, 13 Video masters instantly Talent/rights verification Instant interactivity Traffic, format & serve with a click Measure across all sites and screens