How to Succeed in Internet TV:
A Video Advertising Primer
Greg Verdino
Senior Vice President
Leadership Forum: Broadband & Beyond
May 15th, 2006

Agenda
• Introduction & Overview
• Tips for Success
• Questions & Answers

The Internet Video Opportunity

Internet Video Delivers Results
Why? The impact of TV plus the immediacy, targetability and
•
accountability of the Internet engages consumers more effectively.

Internet Video Drives Awareness & Intent
• Video Ad exposure lifts all five branding metrics, from awareness to
intent-to-buy.

Free Your Mind. . . And Your Ads Will Follow
• This isn’t rocket science
• But you do need to unlearn old habits
• Don’t adapt new media to old models
• Think about advertising and broadcasting
in a new way

Why Should You Care What I Have to Say?
5 Years
130 Web Properties
80 Video Content Creators
90
50 Advertisers
7
5 Ideas

5 Tips for Video Advertising Success
& 4 Corollaries for Broadcasters

#1: Forget About Format
• Don’t be constrained by traditional TV spot lengths and ad formats.
Repurposing your offline spots is a good way to get started but the key
to pre-roll success lies in creating for the web specifically.

#2: Think in Slivers
• Online video buys should not be based on reaching the broadest
audience possible, but on engaging the right consumers at the right time
in the right place through user selected on-demand content that is
contextually relevant for your brand.

#3: Consumers Watch Content
• Not “Brands.” Campaign effectiveness - a great ad programmed within
the right on-demand content, regardless of where that content is
accessed.
Product: Shampoo
Target: W25-44
Asset: Video Spot
Relevant Lifestyle Content Channels
News
Fashion
Business
Music
Movies
Entertainment
Sports
Games
Parenting
Science & Tech
Travel
Network of Sites

#4. Blur the Lines
• Create immersive, video-based marketing programs like sponsored
channels, branded entertainment – broadcast your own video network -
that deliver value, not just marketing messages, to your target
customers.

#5. Advertise Your Advertising
• While the web offers marketers unprecedented opportunities to build
branded video destinations, marketers still need to drive viewers to
those sites – and they will need to place media buys to do so.

The Take Away. . . And 4 Broadcaster Corollaries
#1: Forget About Format
Empower New Ad Models and Formats
#2: Think in Slivers
Super-Serve Underserved Niches
#3: Consumers Watch Content
Distribute Widely, Reach More Viewers
#4. Blur the Lines
&
#5. Advertise Your Advertising
Tighter Media/Advertiser Partnerships
Aren’t Just a Win/Win, They Are a Necessity
for Success

Questions
& Answers