TABLE STAKES:ARE YOU IN?ANTHONY RISICATOGeneral ManagerVideoHub
A capability that represents a minimumrequirement to have a credible competitivestarting position in a market or otherbusi...
THAT CAPABILITY FOR VIDEOIS VIEWABILITY             v                      100%                      25%                  ...
MAKE SURE YOUR VIDEO ADS GETTHE ATTENTION THEY DESERVEHOW IT WORKSeQ = [Player Size Value] x [Avg. Viewability Score Over ...
A VIEWER VISITS A WEBPAGE…                                                                                AD ENDSAD BEGINS...
EFFECTIVENESS                 BRANDING       BRAND HEALTHA SHIFT IN                                 UNIQUE REACHPERCEPTION...
BUDGETS ARE CHANGING                                                                           Video     Display          ...
THE TOOLS HAVE TO CHANGE TOO
OVERWHELMING MARKET SLIDE       US ONLINE VIDEO MARKET ($BB)                                                     DIGITAL V...
VIDEO AD SPEND BECOMING A MATERIAL SHARE OF BRAND SPEND $85.0         TV and Print Ad Spend in Relation to Total Online Vi...
Source: Luma Partners LLC 2012
SO WHAT’S A MARKETEROR PUBLISHER TO DO?
MEASURE ANDKNOW WHATMATTERS TODRIVE RESULTS
A VIDEO PLATFORM DESIGNED FOR BRAND MARKETING
OVERWHELMING NUMBERS SLIDE  4B             1.8 B                 543 STREAMS         VIDEO ADS         DELIVERED GRPS  257...
BRAND                      ACTIONS                COMPLETIONSMetrics Performance        Clicks & Engagements   100% of Ad ...
MEASURE IMPACT               KNOW WHEN                & WHERE                       KNOW WHY IT                         WO...
REMEMBER.
ARE YOU IN?THANK YOUANTHONY RISICATOGeneral ManagerVideoHub
Sponsor Luncheon Presentation by VideoHub
Sponsor Luncheon Presentation by VideoHub
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Table Stakes: Are you in?

Presenter: Anthony Risicato, General Manager, VideoHub

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  • Play it… while they are eating.Who saw this? Who paid attention. If you don’t care that seeing this matters to make an impact, you can stop listening.
  • Only VideoHub’s proprietary Viewability technology measures the position of the video ad at FIVE different points through the ad.
  • TRANSITION VIEWABILITY INTO EQ
  • When placing video ads across numerous cable sites, networks, exchanges, and portals, how do you know your campaign is set up for success? Are your ads viewable or cut off? Is the player big enough? Did viewers watch the entire ad? This is what eQ answers.
  • HOW IT WORKS. VISUALIZING EQ SCORE.
  • BUT. All these providers in the way. We at VideoHub wrap around the clients problem, not wrap the client around our solution, which is a lot of what you see in the landscape.
  • Measure and know what matters todrive results.
  • THAT’S WHERE WE COME IN. A video ad platform designed to make your video marketing more measurable, transparent, and effective.
  • And what matters? That’s up to you. You know that really well. But its what you do with that knowledge that will affect your results.Here’s an example! Taken from 3 months worth of data.
  • HERES THE MEAT OF THE MATTER. WHEN YOU LISTEN TO THE DATA, YOU CAN MAKE ACTIONABLE DECISIONS FROM IT. This is why you cant just look at it like TV, or Display.So why is the industry going bonkers about audience?
  • HERE COMES THE MEAT.
  • Sponsor Luncheon Presentation by VideoHub

    1. 1. TABLE STAKES:ARE YOU IN?ANTHONY RISICATOGeneral ManagerVideoHub
    2. 2. A capability that represents a minimumrequirement to have a credible competitivestarting position in a market or otherbusiness arrangement.
    3. 3. THAT CAPABILITY FOR VIDEOIS VIEWABILITY v 100% 25% 75% 50% 0% VIEWABLE v
    4. 4. MAKE SURE YOUR VIDEO ADS GETTHE ATTENTION THEY DESERVEHOW IT WORKSeQ = [Player Size Value] x [Avg. Viewability Score Over Duration of Ad]eQ IN ACTION VIDEO AD’S ONE CAMPAIGN PLACEMENT SCORE, BEGINS EVALUATED ONE “TRUE” COST
    5. 5. A VIEWER VISITS A WEBPAGE… AD ENDSAD BEGINS IN PUBLISHERMEDIUM-SIZED CONTENT PLAYER BEGINS TOVALUE = .9 PLAYQUARTILE: 0 SEC 7.5 SEC 15 SEC 22.5 SEC 30 SECAD VIEWABILITY: 100% 100% 100% 50% 20%ASSIGNED VALUE: 100 100 100 50 0eQ .9 [( 100% + 100% + 75% + 25% / 4 ] = 67.5SCORE:
    6. 6. EFFECTIVENESS BRANDING BRAND HEALTHA SHIFT IN UNIQUE REACHPERCEPTION UNIQUE FREQUENCYIS TAKING TIME SPENTPLACE WITHIN ENGAGEMENTDIGITAL RATE CTRADVERTISING EFFICIENCY DR DR
    7. 7. BUDGETS ARE CHANGING Video Display 66.7% 66.3% 64.8% 61.4% 58.2% 54.2% 35.9% 29.9% 25.1% 19.4% 16.0% 13.4% 2009 2010 2011 2012 2013 2014Source: eMarketer, November 2010
    8. 8. THE TOOLS HAVE TO CHANGE TOO
    9. 9. OVERWHELMING MARKET SLIDE US ONLINE VIDEO MARKET ($BB) DIGITAL VIDEO IS DOUBLY STRATEGIC $7.1 Online Video Ad Spending Digital Video $5.6 TV $4.2 Video $3.1 Analytics $2.1 $1.4 Outdoor $1.0 $0.7 Print 2008 2009 2010 2011 2012 2013 2014 2015Source: comScore, September 2011, eMarketer June 2011 Cisco Visual Networking Index, June 2011; Wall Street research, March 2011 11
    10. 10. VIDEO AD SPEND BECOMING A MATERIAL SHARE OF BRAND SPEND $85.0 TV and Print Ad Spend in Relation to Total Online Video & Mobile Ad Spend $9.0 ($’s in billions) $8.2 $75.0 $7.5 $67.8 $68.9 $64.8 $65.6 $65.0 $6.7 $60.7 $6.0 $55.0 $4.7 $4.5 $45.0 $3.2 $36.0 $3.0 $34.8 $33.7 $35.0 $33.2 $32.6 $2.1 $25.0 $1.5 2011 2012E 2013E 2014E 2015E TV Ad Spend Print Ad Spend Online & Mobile Video Ad SpendSource: eMarketer, Jan. 2012
    11. 11. Source: Luma Partners LLC 2012
    12. 12. SO WHAT’S A MARKETEROR PUBLISHER TO DO?
    13. 13. MEASURE ANDKNOW WHATMATTERS TODRIVE RESULTS
    14. 14. A VIDEO PLATFORM DESIGNED FOR BRAND MARKETING
    15. 15. OVERWHELMING NUMBERS SLIDE 4B 1.8 B 543 STREAMS VIDEO ADS DELIVERED GRPS 257 684 4MADVERTISERS VIDEO PLACEMENTS ENGAGEMENTS / CLICKSSO WHAT?
    16. 16. BRAND ACTIONS COMPLETIONSMetrics Performance Clicks & Engagements 100% of Ad Viewed1 Geo 1 Publisher 1 Publisher2 Frequency 2 Player Size 2 Content Category3 Publisher 3 Browser Type 3 Viewing History4 OS Type 4 Frequency 4 Player Size5 Browser Type 5 Geo 5 Content Length6 Video View History 6 OS Type 6 Browser Type7 Player Size 7 Content Length 7 Video Consumption8 Content Category 8 Video Consumption 8 OS Type9 Content Length 9 Content Category 9 Geo10 Time of Day 10 Video View History 10 Time of Day11 Day of Week 11 Time of Day 11 Frequency12 Demographics 12 Day of Week 12 Day of Week13 Video Consumption 13 Demographics 13 Demographics
    17. 17. MEASURE IMPACT KNOW WHEN & WHERE KNOW WHY IT WORKED UNDERSTAND ENGAGEMENT
    18. 18. REMEMBER.
    19. 19. ARE YOU IN?THANK YOUANTHONY RISICATOGeneral ManagerVideoHub

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