50 SHADESOF GRAYOR…WHY VIDEOMARKETING MATTERSAnthony Risicato, GM
EFFECTIVENESS                                  BRAND HEALTH                  BrandingA CHANGE                           UN...
BUDGETS ARE SHIFTING                                                                         Video   All Other            ...
IT’S FUELED BY VIDEO.                                         (HOURS PER WEEK) Source: Frank N. Magid and Associates
BUT VIDEO IS DIFFERENT  watch   interact   create    plan   buy     serve     measure   verifyTHE EFF WORDS
EFFECTIVENESS EFFICIENCY
PERFORMANCE                                     ANALYTICSA video ad          AD DELIVERY                      ADVANCED    ...
KNOW IT ALL. KNOW IT NOW. ANYWHERE YOU BUY VIDEO.
VIEWABILITY              How many of your              video ads are              100% viewable?              0% viewable?...
REACH IS GOOD. EFFECTIVE REACH IS GREAT.                            The TARGET was                            18-54, but a...
GET YOUR FREQ ON                   Brand Lift                     CTR
WHAT TIME OF DAY?     BRAND HEALTH         COMPLETIONS11am - 4pm   11am - 4pm             8pm - 12am
MEASURE WHAT MATTERS.KNOW WHAT HAS IMPACT.    RINSE. REPEAT.
Thank youQUESTIONS?
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  • Shift in advertising, from DR to Brand Health
  • The budgets are rapidly changing, display has matured and is droppingNEWER CHART??? VIDEO IS THE FIRST TO BRIDGE TRADITIONAL AND DIGITAL
  • And its all fueled by video. People are spending as much time watching TV per week as watching video via online, mobile, tablet, and connected. INCREDIBLE REVOLUTION WE HAVE TO PAY ATTENTION BC PEOPLE ARE MOVING HERE LIKE CRAZYSOURCE
  • But it is fundamentally different. Everything about it is different, from the way you watch, interact, create, plan, serve, measure, EVERYTHING is different than TV, online media or traditional media.And it all comes down to one thing that can SAVE the industry, to make it video work like it was promised, to realize the potential of sight sound and motion on every screen. THERE IS A PROBLEM OUT THERE The EFF Words.DIFFERENT THAN DISPLAY. NOT LIKE SEARCH. ITS MORE LIKE TV, WE NEED TO THINK ABOUT IT LIKE TVUSE THE SAME EXPECTATIONS WE HAVE FOR TV WITH VIDEO
  • Effectiveness vs. efficiencyDon’t let what happened to Wall Street happen to Marketing!Effectiveness trumps efficiency.What you pay for media doesn’t matter.Spending money isn’t hard.Getting results is.
  • We are the stack.VideoHub offers you a 360-degree approach to analyze, monetize and measure theefficacy of your digital video marketing strategy, regardless of where you buy your video. Andwith an unmatched level of transparency and accountability, we are putting the power ofdigital video in your hands.Lets dive deeper.TAKE OUT #4 AND TAKE OUT NUMBERS
  • We are the stack.VideoHub offers you a 360-degree approach to analyze, monetize and measure theefficacy of your digital video marketing strategy, regardless of where you buy your video. Andwith an unmatched level of transparency and accountability, we are putting the power ofdigital video in your hands.Lets dive deeper.TAKE OUT #4 AND TAKE OUT NUMBERS
  • Go beyond basic verification metrics.Ensure the effectiveness of each ad byknowing how many video ad impressionsare 100% viewable, partially viewable,or non viewable. Understand the relationship betweenviewing environment and campaignresults. Only VideoHub can help youunderstand how player size affectsbrand lift, engagement, time spent,or other KPIs.NO ONE CAN DO THIS WITH TV
  • VideoHub is the only platformintegrated with Nielsen OCRTM.This means you can measure theeffectiveness of your GRPs basedon your campaign’s individual goals.THE REST IS A PROXY, THIS IS REAL, THIS CANT BE DONE ANYWHERE ELSE
  • Conventional wisdom? Does not exist.Frequency can be the stealth key to success. Limit it at your peril, increase at your own risk.Let the data tell you what the right frequency is.
  • THIS IS A GREAT PARTING SHOT.NEED TO MAKE IT SING.Isn’t it time we stopped measuring things that are, at best, tangentially related to success? DO THE REAL THING! And do it across your entire video buy. MEASURE WHAT MATTERSKNOW WHAT HAS IMPACT
  • 1300 omma video sponsored lunch video hub

    1. 1. 50 SHADESOF GRAYOR…WHY VIDEOMARKETING MATTERSAnthony Risicato, GM
    2. 2. EFFECTIVENESS BRAND HEALTH BrandingA CHANGE UNIQUE REACHIS TAKING UNIQUE FREQUENCYPLACE IN TIME SPENTDIGITAL ENGAGEMENT RATEADVERTISING CTR EFFICIENCY DR Direct Response
    3. 3. BUDGETS ARE SHIFTING Video All Other 14% 18% 21% 25% 29% 32% 36%100%90%80%70%60%50%40%30%20%10% 0% 2010 2011 2012 2013 2014 2015 2016 Source: eMarketer IAB/PwC data June 2011
    4. 4. IT’S FUELED BY VIDEO. (HOURS PER WEEK) Source: Frank N. Magid and Associates
    5. 5. BUT VIDEO IS DIFFERENT watch interact create plan buy serve measure verifyTHE EFF WORDS
    6. 6. EFFECTIVENESS EFFICIENCY
    7. 7. PERFORMANCE ANALYTICSA video ad AD DELIVERY ADVANCED AD FORMATSplatform designedto make your OPTIMIZATIONbrand marketingmore VERIFICATION BRAND PROTECTIONmeasurable, transparent, and CATEGORIZATIONeffective. BENCHMARKING PLANNING
    8. 8. KNOW IT ALL. KNOW IT NOW. ANYWHERE YOU BUY VIDEO.
    9. 9. VIEWABILITY How many of your video ads are 100% viewable? 0% viewable? How does player size affect your campaign goals?
    10. 10. REACH IS GOOD. EFFECTIVE REACH IS GREAT. The TARGET was 18-54, but audiences over 35 had an adverse effect on campaign performance
    11. 11. GET YOUR FREQ ON Brand Lift CTR
    12. 12. WHAT TIME OF DAY? BRAND HEALTH COMPLETIONS11am - 4pm 11am - 4pm 8pm - 12am
    13. 13. MEASURE WHAT MATTERS.KNOW WHAT HAS IMPACT. RINSE. REPEAT.
    14. 14. Thank youQUESTIONS?
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