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Digital Marketing Live! 2019 - Ilhan Zengin & Keith Ta - Conquer the age of video

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Ilhan Zengin & Keith Ta - Showheroes @ DML 2019

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Digital Marketing Live! 2019 - Ilhan Zengin & Keith Ta - Conquer the age of video

  1. 1. AMSTERDAM, JUNE 27, 2019 CONQUER THE AGE OF VIDEO
  2. 2. ABOUT SHOWHEROES 2 Founded in 2016 - Europe’s fastest growing video platform 70+ employees 1+ BLN video impressions / month 10+ office locations (Berlin, Hamburg, Riga, Moscow, Vienna, Paris…)
  3. 3. WE NOW LIVE IN THE AGE OF VIDEO 3
  4. 4. THE INTERNET HAS TAKEN OVER TRADITIONAL MEDIA 4
  5. 5. TV InternetPrint Moving Image TextText THE INTERNET HAS TAKEN OVER TRADITIONAL MEDIA 5
  6. 6. TV InternetPrint Moving Image TextText THE INTERNET HAS TAKEN OVER TRADITIONAL MEDIA 6
  7. 7. AS OF 2019, DIGITAL MEDIA AD SPENDINGS SURPASS TRADITIONAL MEDIA 7
  8. 8. $114,84 $109,48 $107,13 $104,32$108,64 $129,34 $151,29 $172,29 2018 2019 2020 2021 Traditional media ad spending (billions) Digital ad spending (billions) Digital vs. Traditional Ad Spending United States, 2018-2021 Source: eMarketer, Feb 2019 AS OF 2019, DIGITAL MEDIA AD SPENDINGS SURPASS TRADITIONAL MEDIA 8
  9. 9. RAPID GROWTH CONTINUES DUE TO GAP IN TIME SPENT VS. BUDGET SPENT 9
  10. 10. Percentage of time and video ad budgets spent in digital channels Source: Forrester © Sept 2018 The Financial Brand RAPID GROWTH CONTINUES DUE TO GAP IN TIME SPENT VS. BUDGET SPENT 0% 10% 20% 30% 40% 50% 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 Percentage of all time watching videos that consumers spend in digital channels Percentage of video ad spending allocated to digital channels 10
  11. 11. TV InternetPrint Moving Image TextText Internet Moving Image THE INTERNET HAS TAKEN OVER TRADITIONAL MEDIA 11
  12. 12. TV CONSUMPTION SHIFTS TO ONLINE 50% 60% 88% of people remember more from video than written text of people prefer watching a video message rather than reading content more time spent by average user in a website with video 12
  13. 13. BY 2022, VIDEO WILL ACCOUNT FOR 82% OF ALL INTERNET TRAFFIC 13
  14. 14. BY 2022, VIDEO WILL ACCOUNT FOR 82% OF ALL INTERNET TRAFFIC Source: Cisco VNI Global IP Traffic Forecast, 2016-2021 24% CAGR Exabytes per month 0 50 100 150 200 250 300 2016 2017 2018 2019 2020 2021 Internet Video IP VOD Web/Data File Sharing Gaming 14
  15. 15. MOBILE & PROGRAMMATIC ARE DRIVING FORCES BEHIND THE CONTINUING GROWTH IN DIGITAL VIDEO Mobile programmatic video ad spending ($bn) % of Total programmatic video ad spending Total programmatic video ad spending ($bn) $0 $15 $30 $45 2017 2018 2019 2020 20212016 Programmatic digital video ad spending ($bn) % of total digital video ad spending Total digital video ad spending ($bn) 2017 2018 2019 2020 2021 $0 $15 $30 $45 $60 $75 $90 $6.41 $16.82 $23.81 $29.23 $34.87 $40.46 46.0% $35.79 $49.25 $59.43 $70.26 $81.04 15
  16. 16. WINNERS & LOSERS 16
  17. 17. Social Media Platforms Used by US Internent Users to Watch Video, Dec 2017 % of respondents Note: ages 18+ Source: Wibbitz, „Video For Business: Content Consumption Trends.“ Jan 31, 2018 GOOGLE & FACEBOOK 10,40% 0,70% 11,00% 13,80% 13,80% 25,80% 59,70% 73,90% Other Wechat Pinterest Twitter Snapchat Instagram Facebook YouTube/Vimeo 17
  18. 18. FACEBOOK 27% (2019) OF GLOBAL DIGITAL AD REVENUES* 18
  19. 19. GOOGLE 41% (2019) OF GLOBAL DIGITAL AD REVENUES* 19
  20. 20. WHAT DOES THIS MEAN FOR VIDEO ADVERTISING? 20
  21. 21. SAME THING! FACEBOOK & GOOGLE GET THE LION‘S SHARE OF VIEWS & REVENUES 21
  22. 22. OVER 60% OF VIDEO AD SPEND & MORE THAN 8BLN VIDEO VIEWS PER DAY KEEP THAT IN MIND… 22
  23. 23. SUMMING UP: WHAT CHOICES DO BRANDS HAVE TODAY? 23
  24. 24. 2 BLN MONTHLY USERS EXCESSIVE TARGETING OPTIONS UNCONTROLLED ENVIRONMENT PERSONALIZED FEED SOCIAL MEDIA 24
  25. 25. 50% MARKET REACH „VIDEO IN VIDEO“ MINIMAL PREMIUM CONTENT VERY LOW ACTUAL REACH INSTREAM INVENTORY 25
  26. 26. UP TO 85% REACH QUALITY EDITORIAL INVENTORY TRUE ENGAGEMENT AD PERFORMANCE? OUTSTREAM INVENTORY 26
  27. 27. RISKS (PT. 1) BRANDS ARE FORCED TO INVEST IN A SUB-PAR MARKET 27
  28. 28. RISKS (PT. 1) INTRANSPARENT REACH & TERMS FAKE VIEWS „BAD NEIGHBORHOOD“ / ENVIRONMENT 28
  29. 29. EXAMPLE: BRANDS ON SOCIAL MEDIA 29
  30. 30. BRANDS NOW DEMAND RELIABLE COMMUNICATION CHANNELS Incremental reach ResultsBrand safety 30
  31. 31. CONQUER THE AGE OF VIDEO 31
  32. 32. Channel Placement User visits women.com 1 Matching Video Content ShowHeroes serves a user individual Content Clip 2 User Targeting After 6 sec a targeted MidRoll ad is being played 3 32 …WITH SHOWHEROES Incremental reach Results Brand safety
  33. 33. ShowHeroes Video Advertising Solutions DEMO 33
  34. 34. Social (UGC) ShowHeroes Matched Content 0% 100% Instream (UGC, Aggregator) Instream Premium Outstream Predictability & Brand Safety SHOWHEROES TECHNOLOGY MATCHED CONTENT FOR 100% BRAND SAFETY 34
  35. 35. SUCCESS STORIES 35
  36. 36. ADDRESSING A TOP B2B TARGET GROUP Campaign Delivery example.com Content Continues Content Video Start (Fixed Video Recommendation Placement) ShowHeroes Instream VideoAd 1 3 MidRoll 100% Brand Safety Selected whitelist, complemented by matched content videos High Contact Quality Highest user engagement rate for multiscreen video Extension of The Target Group Individual content environment for new users 36 2
  37. 37. 37 NEW CUSTOMERS FOR SUBWAY Top Engagement „Walk-In-Rate“ of 0,8% - 7.000 Visits with 900.000 Views Best Performer 4x more Restaurant-visiters after contact with campaign Best Target Group Match Direct approach of sporty young woman via Matched Content food&health.com Campaign Delivery Content Continues Content Video Start (Fixed Video Recommendation Placement) ShowHeroes Instream VideoAd 21 3
  38. 38. In October 2017, ShowHeroes and Mediacom successfully implemented a “The Walking Dead” campaign for the client SKY Deutschland GmbH. ShowHeroes attracted new users, leveraging its intelligent Matched Content Targeting technology. This incremental net reach, contributed to the success of the overall campaign. example.com Campaign Delivery 38 MAXIMUM REACH AND AWARENESS FOR THE WALKING DEAD High Efficiency eCPCV <0,05 EUR Strong User Interest Full View Rate >50% High Reach Attraction of New Users Content Continues Content Video Start (Fixed Video Recommendation Placement) ShowHeroes Instream VideoAd 21 3
  39. 39. The placement of the YOUNG campaign in the network of ShowHeroes delivered very satisfying results for our client: high view through rates of the FeedRoll format lead to a comparably efficient cost per full view, rendering a valuable contribution to the overall campaign result. 39 SUSTAINABLE USER ENGAGEMENT FOR DEUTSCHE TELEKOM Campaign Delivery example.com Content Continues Content Video Start (Fixed Video Recommendation Placement) ShowHeroes Instream VideoAd 21 3 Campaign Delivery Best Performer Cost per Completed View <0,10€ 10x better than Facebook Full View Rate >30% High Dwell times >3 sec at >70% of Click-Outs René Coiffard Managing Director Mediacom
  40. 40. AND WHAT ABOUT PUBLISHERS? 40
  41. 41. CONSEQUENCES (PT. 2) PUBLISHERS FIND THEMSELVES IN A POISONOUS RELATIONSHIP → THE DECLINE OF O&O 41
  42. 42. CONSEQUENCES (PT. 2) NEGLIGENCE OF OWN INVENTORY LOSS OF IP ROYALTY LOSS OF USERS AND REVENUES 42
  43. 43. WHAT IS THE COMMON THREAT? DO WE KNOW THE CONSUMER? 43
  44. 44. Highly relevantUnique content High defintion InteractiveAcross all screens CONSUMERS NOW DEMAND FRICTIONLESS VIDEO EXPERIENCE 44
  45. 45. SO… WE NEED A COMEBACK OF O&O INVENTORY 45
  46. 46. CONQUER THE AGE OF VIDEO 46
  47. 47. SHOWHEROES VIDEO PLATFORM FOR PUBLISHERS All modules can be combined or leveraged individually Analytics & Insights Yield Optimization Distribution & Syndication File Hosting & Asset Management Video Content 47
  48. 48. ▪ For Social engagement, reach and relevance (multiplatform) ▪ Europe’s largets Mobile first online video marketplace (25.000+ content pieces across all languages) SHOWHEROES VIDEO PLATFORM 1. Production and/or Licensing Of Video Content 48
  49. 49. SHOWHEROES VIDEO PLATFORM 2. File Hosting and Video Asset Management ▪ Upload, playlists, feeds, meta data ▪ Localization, branding ▪ One click distribution to CMS, YT, FB 49
  50. 50. SHOWHEROES VIDEO PLATFORM 3. Syndication & Distribution Of Video Content ▪ Additional Revenues ▪ Flexible Licensing, Rev Share 50
  51. 51. Channel Placement User visits women.com 1 Matching Video Content ShowHeroes serves a user individual Content Clip 2 User Targeting After 6 sec a targeted MidRoll ad is being played 3 SHOWHEROES VIDEO PLATFORM 51
  52. 52. SHOWHEROES VIDEO PLATFORM 4. Yield Optimization ▪ Full Stack Video Player ▪ AdHero Monetization Engine 52
  53. 53. SHOWHEROES VIDEO PLATFORM 5. Analytics & Insights ▪ Reports & Drill-down Analytics/Insights ▪ Content & Ads ▪ Access via Web & API 53
  54. 54. SUCCESS STORIES 54
  55. 55. ‘ We are continuously looking for new marketing perspectives for our premium platforms: the PlayView solution of Showheroes integrates itself perfectly within the user environment of bento.de in a native way. It distinguishes itself through perfect usability and attention-grabbing content with user benefits - and significant revenues. Mark-Olaf Winter Deputy Leader Digital & Business Development Positive Brand Recognition 30% Ad Visibility Rate Best Performer More than 5€ eCPM on bento.de 55
  56. 56. ShowHeroes was a major reason for a 10x growth of our reach within just 8 weeks. The collaboration demonstrates: investments in authentic, high-quality content is yields superior attention rates among users. In the end our platform is benefitting from this, as we record a considerable growth in traffic. Steffen Horstmannshoff Director Video, Gruner+Jahr High Awareness More than 60.000 Likes Best Performer More than 2 MM Views High Engagement 50.000 Comments & Shares 56
  57. 57. DuMont is using the ShowHeroes content video + ad solution (video/media sales incl. brand safe matched content) to maximize revenues, incremental revenues and proven uplift in user experience at the same time. ShowHeroes delivers great results and added value from an editorial standpoint, due to its great UX. Maria Trilevic Product Manager, DuMont.next GmbH & Co. KG Increased duration of visits by an average of 13 seconds Additional revenues through ShowHeroes montization & yield optimization Free, professional video content sourced from 15.000+ clips inside the ShowHeroes Video Library 57
  58. 58. THANK YOU! 58

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