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Online Privacy & Video AdvertisingWhat you need to know!OMMA GlobalSeptember 26, 2011                                     1
Introductions            Jalal Nasir, Director of Product Management            TRUSTe            jalal@truste.com        ...
Who We Are             Founded in 1997             ~4,000 Customers Globally             Leading DAA-Approved OBA Compl...
Topics Growth of Online Video Advertising Growth of Behavioral Targeted Data Usage in Online Video Market Consumer Perc...
Online Video Advertising & Behavioral Targeting                           5
The Adap.tv Marketplace The following slides are snapshots of key data trends for in-stream video advertising between Janu...
The Opportunity to Scale                           +109%                                   7
8
Video as a branding strategy          0%    25%    50%   75%    100%                                           Entertainme...
Top brand performers                            CPG Auto                       25% 45%                       aboveabove   ...
Growth in Behavioral Targeting              Percent of Total Impressions Being Served with16%                        Behav...
How Do Consumers Feel About   Behavioral Advertising?                              12
Research study & results                           13
Audience Poll:• Audience Composition• How many of you know what this icon is?                                            14
Research Methodology Partnered with Harris Interactive and polled more than 1,000  consumers Interviews conducted May 26...
Are Online Ads More Relevant now than before?                                                16
Consumers feel ads have become increasingly                          relevant over time – suggesting OBA works            ...
How we talk about “behavioral advertising” affects         consumer favorability toward it                                ...
Consumer reactions Terms that used “tracking”•or “targeting”•drew the most ire from  consumers. 59% of consumers have “s...
Over half of consumers don’t like OBA                                                    Favorability Towards OBA Concept ...
In the absence of education, consumers assume the                      worst                                              ...
More than half of consumers incorrectly believe                            their personal information is tied to OBA      ...
F                                                                                                                         ...
Consumer favorability towards OBA                                                                                         ...
Consumers want privacy controls;The very availability of control is what instills               confidence                ...
More than half of consumers are more likely to                               click and buy if they can control OBA        ...
Increasing Consumer Trust & Brand            Favorability                                    27
OBA Privacy Concerns Lead to Formation of DAAJuly, 2009: “Self-Regulatory Principles for Online Behavioral Advertising”   ...
What does DAA self-regulation require?DAA Compliance Requirements:Icon should be given “meaningful and prominent notice”...
How a DAA Compliance Solution Works     TRUSTed Ads Solution: Display Ad Consumer Experience1.   A simple ad tag        2....
A Comprehensive DAA SolutionForbes.com Site Notice       TRUSTed Ads on FMX and Forbes CreativesAdChoices icon and link on...
TRUSTe’s DAA Compliance Solution                    TRUSTed Ads                 In-ad             Page-based              ...
TRUSTed Ads DAA-Compliance Solution:              Pre-Roll Video                                   Click here             ...
TRUSTed Ads: Consumer Preference Manager                    Consumer Education        Browser Protection Plug-in          ...
TRUSTed Ads Video Compliance Solution                                                             Video                   ...
Integration is simple and easy1. Enable direct inclusion of ad privacy notices in both rich media and in-   stream video a...
Summary1. Online Video Behavioral Advertising is scalable and effective2. 70% of consumers are aware of OBA, but more than...
Over 4,000 satisfied clientsAd Providers / Agencies      Media / Entertainment    Consumer Products Technology / Telecom  ...
IntroductionsThank you – time for Q&A!            Jalal Nasir, Director of Product Management            TRUSTe           ...
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TRUSTe & Adap.tv OMMA Global NY

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Transcript of "TRUSTe & Adap.tv OMMA Global NY"

  1. 1. Online Privacy & Video AdvertisingWhat you need to know!OMMA GlobalSeptember 26, 2011 1
  2. 2. Introductions Jalal Nasir, Director of Product Management TRUSTe jalal@truste.com twitter handle: jalalnasir Jason Shulman, VP of Sales Adap.tv jshulman@adap.tv 2
  3. 3. Who We Are  Founded in 1997  ~4,000 Customers Globally  Leading DAA-Approved OBA Compliance ProviderOffering privacy solutions for: Advertising Mobile Cloud Websites  Founded in 2006  End-to end video platform for video buyers and sellers  Industry’s largest video ad Marketplace 3
  4. 4. Topics Growth of Online Video Advertising Growth of Behavioral Targeted Data Usage in Online Video Market Consumer Perceptions of Behavioral Advertising and Privacy How to Build Trust with Consumers Through DAA Self Regulation Video advertising and OBA Q&A 4
  5. 5. Online Video Advertising & Behavioral Targeting 5
  6. 6. The Adap.tv Marketplace The following slides are snapshots of key data trends for in-stream video advertising between January and June 2011. 4,500+ 1.8B 61M ~4,400premium Impressions monthly monthly sites sold visitors campaigns * 6
  7. 7. The Opportunity to Scale +109% 7
  8. 8. 8
  9. 9. Video as a branding strategy 0% 25% 50% 75% 100% EntertainmentQ1 2010 CPG/Food & Beverage AutoQ2 2010 Finance/Business WirelessQ3 2010 Technology Retail TravelQ4 2010 Electronics Public Service/AdvocacyQ1 2011 PharmaceuticalQ2 2011 9
  10. 10. Top brand performers CPG Auto 25% 45% aboveabove 10
  11. 11. Growth in Behavioral Targeting Percent of Total Impressions Being Served with16% Behavioral Targeting14% 72%12%10%8%6%4%2%0% Jan Feb Mar Apr May Jun Jul 11
  12. 12. How Do Consumers Feel About Behavioral Advertising? 12
  13. 13. Research study & results 13
  14. 14. Audience Poll:• Audience Composition• How many of you know what this icon is? 14
  15. 15. Research Methodology Partnered with Harris Interactive and polled more than 1,000 consumers Interviews conducted May 26 – June 2, 2011 Respondents were qualified as: – US residents – Age 18 and over – Not employed in advertising, marketing research, PR Weighted to match the US adult population of computer users Asking about their privacy beliefs and opinions regarding behavioral advertising. 15
  16. 16. Are Online Ads More Relevant now than before? 16
  17. 17. Consumers feel ads have become increasingly relevant over time – suggesting OBA works Percentage Of Online Ads That Are Relevant 32% 16% 12%BASE: Total Qualified Respondents (n=1004)Q755 What percentage of ads that you see while browsing online are relevant to your wants and needs?. 17
  18. 18. How we talk about “behavioral advertising” affects consumer favorability toward it 18
  19. 19. Consumer reactions Terms that used “tracking”•or “targeting”•drew the most ire from consumers. 59% of consumers have “strongly negative” feelings toward the term “online tracking only 11% of consumers had similarly negative feelings toward the term “interest-based advertising” Even though these terms are often used to describe the same set of activities 19
  20. 20. Over half of consumers don’t like OBA Favorability Towards OBA Concept E F D D DBASE: Total Qualified Respondents (n=1004)Q715 How do you feel about Online Behavioral Advertising as described above? 20
  21. 21. In the absence of education, consumers assume the worst 21
  22. 22. More than half of consumers incorrectly believe their personal information is tied to OBA Believe PII Is Attached To Tracking Activity F D DBASE: Total Qualified Respondents (n=1004)Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity? 22
  23. 23. F D DBASE: Total Qualified Respondents (n=1004)Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity? 23
  24. 24. Consumer favorability towards OBA F D D Increases to 100% when assured PII not involvedBASE: Total Qualified Respondents (n=1004)Q720 Do you believe that personally identifiable information (such as your name or email address, etc.) is attached to this tracking activity? 24
  25. 25. Consumers want privacy controls;The very availability of control is what instills confidence 25
  26. 26. More than half of consumers are more likely to click and buy if they can control OBA Agreement With Statements Related To Online Advertising 55%BASE: Total Qualified Respondents (n=1004)Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising. 26
  27. 27. Increasing Consumer Trust & Brand Favorability 27
  28. 28. OBA Privacy Concerns Lead to Formation of DAAJuly, 2009: “Self-Regulatory Principles for Online Behavioral Advertising” Seven Broad Principles: Two Key Requirements: Education Notice Transparency Choice Consumer control Data security Material change Sensitive data AccountabilityOctober, 2010: DAA launches formal self regulatory program including the“icon” and designates enforcement bodies: Enforcement Bodies 28
  29. 29. What does DAA self-regulation require?DAA Compliance Requirements:Icon should be given “meaningful and prominent notice”Consumers provided with a “choice mechanism”DAA Options – Can be Customized for Your NeedsLook and feel of noticeContent and copyHow and what opt-out list to provideLinks to external contentOperational requirements Learn more at www.aboutads.info 29
  30. 30. How a DAA Compliance Solution Works TRUSTed Ads Solution: Display Ad Consumer Experience1. A simple ad tag 2. If clicked the icon 3. Consumers have option to inserts the DAA icon launches privacy click to Preference Manager notice inside the ad and opt out of selected tracking networks 30
  31. 31. A Comprehensive DAA SolutionForbes.com Site Notice TRUSTed Ads on FMX and Forbes CreativesAdChoices icon and link on all pagesForbes.com Privacy Policy Customized Opt-Out Manger 31
  32. 32. TRUSTe’s DAA Compliance Solution TRUSTed Ads In-ad Page-based Two Integration Points Ad Tag HTML Icon Notice PreferenceServing Presentation Management Consumer Experience Trafficking Operational Compliance OBA Console Reporting Reporting Database Platform Tools 32
  33. 33. TRUSTed Ads DAA-Compliance Solution: Pre-Roll Video Click here to see aVideo paused whenicon is clicked live demo 33
  34. 34. TRUSTed Ads: Consumer Preference Manager Consumer Education Browser Protection Plug-in Watchdog Consumer EducationOpt-out organized by entity type (sortable) 34
  35. 35. TRUSTed Ads Video Compliance Solution Video AdChoices Icon Icon Notice PreferenceServing Presentation Management Consumer Experience Trafficking Operational Compliance OBA Console Reporting Reporting Database Platform Tools 35
  36. 36. Integration is simple and easy1. Enable direct inclusion of ad privacy notices in both rich media and in- stream video ads (e.g., pre-rolls).2. Video Player3. VAST and VPAID Compliant Environments4. TRUSTe and adap.tv have integrated TRUSTed Ads across their global footprint to enable seamless OBA compliance in video advertising 36
  37. 37. Summary1. Online Video Behavioral Advertising is scalable and effective2. 70% of consumers are aware of OBA, but more than half do not like it3. Notice and Choice via the DAA self-regulation program significantly increases consumer favorability toward brands4. TRUSTe is extending its patented OBA Compliance technology to emerging mediums, specially video.5. TRUSTe and adap.tv have integrated TRUSTed Ads across their global footprint to enable seamless OBA compliance in video advertising 37
  38. 38. Over 4,000 satisfied clientsAd Providers / Agencies Media / Entertainment Consumer Products Technology / Telecom Financial / Insurance Health / Medical 38
  39. 39. IntroductionsThank you – time for Q&A! Jalal Nasir, Director of Product Management TRUSTe jalal@truste.com twitter handle: jalalnasir Jason Shulman, VP of Sales Adap.tv jshulman@adap.tv 39
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