As digital video viewing grows, monetizing video content is more important than ever. With compelling content, you can develop a high-value revenue stream and compete more effectively. But to make the most of the video opportunity, publishers need to deliver a good viewing experience, find the right mix of direct and automated selling solutions and measure results to demonstrate performance. This presentation covers the essentials of video monetization and how to build a strong and lasting revenue stream.

1. MOVE THE NEEDLE
WITH DIGITAL VIDEO
MONETIZATION
10 JUNE 2015

2. INTRODUCTIONS
2
Keith Grossman Griffin Hammond

3. DELIVERING A GOOD VIEWING
EXPERIENCE
3

4. WHAT WE KNOW ABOUT VIDEO
4
People are
watching it
Advertisers are
demanding it
Publishers can
capture
significant
value
The environment is changing really fast

5. SHIFTING ATTENTION
5
• More consumers are watching video on
tablets and mobile devices.
• Among 18-to-34-year-olds, digital
viewing was up 53% in the past year
according to Nielsen.
• Among those aged 35 to 49, rates of
digital viewing were up 80% over the
same 12-month period.
Source: J. O’Neill, “Online video consumption up, TV viewing down among Boomers, too,” Ooyala Video Mind, September 2014.
http://www.ooyala.com/videomind/blog/online-video-consumption-tv-viewing-down-among-boomers-too

6. AVERAGE TIME SPENT PER DAY WITH
DIGITAL VIDEO BY US ADULTS, BY
DEVICE
6
Tablet
0:20
Smartphone
0:13
Mobile
0:33
60%
Online
0:22
40%
Device
Total per day = 55 mins
Mobile
Source: eMarketer 2014

7. AUDIENCE BOOM
7
50MPeople in the US now watch
video on their mobile phones.
Source: BI Intelligebce

8. ADVERTISERS ARE DEMANDING VIDEO
8
Source: Bloomberg Industries / Magna Global
$3.0 $4.0 $5.0 $6.0 $8.0 $9.0$2.0 $2.0 $3.0 $4.0
$5.0 $6.0
$3.0 $4.0
$6.0
$7.0
$9.0
$11.0
1.0
1.0
2013 2014 2015 2016 2017 2018
N. America EMEA APAC LATAM
APAC
projected to
surpass all
other regions
GLOBAL DIGITAL VIDEO AD SPEND BY REGION
$18
$8 $11
$14
$23
$28
2013 2014 2015 2016 2017 2018
(IN$BILLIONS)

9. DIGITAL VIDEO CPMS ARE ON THE
RISE…
9
5 to 10 times higher on
average than CPMs for
traditional display ads
Source:
K. Olmstead, A. Mitchell, J. Holcomb, and N. Vogt, “The Digital Video Advertising Market,” Pew Research Journalism Project,
March 2014. http://www.journalism.org/2014/03/26/the-digital-video-advertising-market/

10. MARKETERS PREFER DIGITAL VIDEO ADS
10
Visual Storytelling
Audience Targeting
Measurement
More Engagement

11. FUNDAMENTAL FIRST STEPS
11
Engage Your
Audience
Select the Right
Technology
Optimize the
Viewing
Experience

12. ENGAGE
12
Duration Continuous Play Content Bundles
Snackable
Clips
< 6 min

13. CHOOSE TECHNOLOGY
WISELY
13
Videos should play quickly without buffering.
• Off-the-shelf platforms allow publishers to embed video
directly into mobile and web properties.
• Independently built players require more capital, but allow
publishers to customize for their specific needs.

14. OPTIMIZE THE VIEWING EXPERIENCE
14
IAB & MRC
Guidelines
Meet Ad Viewability Standards
Companion Ads
Text, Display, Rich
Media, Skins
Alignment
Content &
Demographic

15. FINDING THE RIGHT MIX
DIRECT AND AUTOMATED SELLING SOLUTIONS
15

16. 16
SUCCESSFUL SELLING
Direct Sales
• CPM
• Sponsorships
• Content Bundles
Automated Sales
• Ad Networks
• Ad Exchanges
• Programmatic Reserves

17. DIRECT SALES
17
Sponsorships Content BundlesCPM
• Obligation to
deliver impressions
• Requires a lot of
video inventory
• 100% SOV: High
effective brand
experience
• No impression
obligation
• Good for smaller
publishers
• Combines video,
articles and data
ad inventory from
an ad category
• Allow advertisers
to achieve more
views
• Predictable
blended CPM

18. AUTOMATED SALES
18
Ad Exchanges Programmatic
Reserves
Ad Networks
• Aggregates
inventory from
multiple publishers
• Google Advertising
Network, BrightRoll,
LiveRail,
SpotXchange
• Programmatic ad
buying
• Gives publishers
more control
• Google’s Invite
Media, MediaMath,
Turn, DataXU,
[x+1]
• Advertisers agree
to purchase
whatever inventory
the exchange can
find

19. CHOOSING THE RIGHT MIX IS VITAL
19

20. DEMONSTRATE PERFORMANCE
HOW TO MEASURE RESULTS
20

21. PROVING PERFORMANCE
21
Find What Works
Quantify Your Performance
Narrow the Focus

22. FIND WHAT WORKS
22
Test, Test, Test
Formats: Pre-roll vs In-stream
Configurations: Multiple Pre-rolls vs. Multiple
Mid-rolls
Skippable vs NonSkippable

23. QUANTIFY
23
Publishers should use a video analytics program to measure
the performance of their own content and attendant ads.
Key Metrics include:
• Video page views
• Video views
• Total hours viewed per visitor
• Percentage of visitors watching video
• Unique visitors watching video
• Average number of clips watched among all site visitors
• Average number of clips watched among visitors who
watch video
Video Analytics Programs:
comScore, Adobe Marketing Cloud,
Ooyala, Brightcove, Anvato, Visible Measures,
Google Analytics

24. NARROW THE FOCUS
24
Publishers should focus on the metrics that matter to clients
and build a compelling case for higher CPMs that takes the
advertiser’s point of view into account.
Focus on:
• Completion Rate: how much of the ad was viewed.
Advertisers want to see at least 50%.
• Click-through Rate: Relevant for ads that are click-through
enabled
• Viewability: “Up and Coming” metric because of the IAB
and MRC.
• Frequency: How often a viewer sees the same ad.

25. QUESTIONS?
25

26. THANK YOU!