0
The	
  Marketer’s	
  Roadmap	
  for	
  Scaling	
  
Online	
  Video	
  Adver<sing
Chip	
  Scully
Extreme	
  Reach

Here
Are...
Online	
  Video	
  Adver<sing	
  Landscape:

Online	
  video	
  adver<sing	
  
can	
  really	
  waste	
  your	
  <me.

Mon...
Online	
  Video	
  Adver<sing	
  Landscape:

Online	
  video	
  adver<sing	
  
can	
  really	
  waste	
  your	
  <me.
1 It...
It’s	
  Early:

<6%	
  

Of	
  video	
  ad	
  dollars	
  are	
  
spent	
  on	
  online	
  video

-­‐-­‐	
  Q2	
  Nielsen	
...
But	
  growing	
  very	
  quickly:

%
40

Expected	
  increase	
  in	
  U.S.	
  
online	
  video	
  ad	
  spend	
  this	
 ...
TV	
  and	
  Online	
  Video	
  are	
  Synergis<c:

%
90

Of	
  online	
  video	
  crea<ve	
  is	
  the	
  
same	
  as	
  ...
Scalability	
  Hurdles:

Two	
  issues	
  make	
  online	
  video	
  
adver<sing	
  unscalable.	
  	
  

1 Workflow

Monday...
Roadmap	
  for	
  Online	
  Video	
  Scalability:

Case	
  Study:	
  Top	
  U.S.	
  Auto	
  Brand	
  

Online	
  video	
  ...
Roadmap	
  for	
  Online	
  Video	
  Scalability:

The	
  Answer:	
  

An	
  automated	
  workflow	
  for	
  online	
  vide...
Roadmap	
  for	
  Online	
  Video	
  Scalability:

The	
  Answer:	
  

An	
  automated	
  workflow	
  for	
  online	
  vide...
Roadmap	
  for	
  Online	
  Video	
  Scalability:
rd-­‐party	
  metrics	
  too.
Integrate	
  &	
  track	
  3

Monday, Octo...
Roadmap	
  for	
  Online	
  Video	
  Scalability:

Gear	
  up	
  for	
  the	
  real	
  mul<-­‐screen	
  future.
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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 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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Transcript of "Tech Talk with Extreme Reach: The Marketer's Roadmap for Scaling Online Video Advertising"

  1. 1. The  Marketer’s  Roadmap  for  Scaling   Online  Video  Adver<sing Chip  Scully Extreme  Reach Here Are Yo u Monday, October 28, 13
  2. 2. Online  Video  Adver<sing  Landscape: Online  video  adver<sing   can  really  waste  your  <me. Monday, October 28, 13
  3. 3. 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
  4. 4. It’s  Early: <6%   Of  video  ad  dollars  are   spent  on  online  video -­‐-­‐  Q2  Nielsen  Cross-­‐PlaRorm  Report,   Summer  2013 Monday, October 28, 13
  5. 5. 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
  6. 6. 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
  7. 7. Scalability  Hurdles: Two  issues  make  online  video   adver<sing  unscalable.     1 Workflow Monday, October 28, 13 2 Repor<ng
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. Roadmap  for  Online  Video  Scalability: rd-­‐party  metrics  too. Integrate  &  track  3 Monday, October 28, 13
  12. 12. 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
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