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ConfidentialConfidential
VIDEO & TV ADVERTISING:
STATE OF THE CONVERGENCE
Nicolas MIGNOT
2
FREEWHEEL, THE TV-BORN VIDEO FULL-STACK
Sales teams negotiate over the phone/in
person with the buy-side on an upfront
I...
3
THE DEATH OF TV?
4
WHAT
WHERE
WHO
Reach
Your
Audience
THE GOAL OF MARKETERS
5
TELEVISION HAS EVOLVED
6
AD VIEW COMPOSITION
& GROWTH BY DEVICE
STB VOD*
OTT DEVICE
+66% YOY
TABLET
+34% YOY
+63% YOY
SMARTPHONE
+0% YOY
DESKTOP/...
7
VIEWERS COMPLAIN ABOUT POOR AD EXPERIENCES
AD FATIGUE
seeing same creative over and
over
LATENCY
ad takes too long to
lo...
8Confidential
GO FOR PREMIUM VIDEO
9
DEFINING PREMIUM VIDEO CONTENT
• Professionally produced
• Rights managed
• Brand-safe content
• Viewable, fraudless,
tr...
10
VALUE OF PREMIUM VIDEO: AUDIBLE/VISIBLE
VIEWER ENGAGEMENT MEASURED BY MORE THAN A BINARY “IN-VIEW RATE”
2s VIDEO IN-VIE...
11
SOUGHT AFTER
AUDIENCES
Data + Content +
Engaged Audience
Real humans!98.9%
Engagement
performance
118%
MARKET RESPONDIN...
Confidential
AUTOMATION ADDS CHOICE &
EFFICIENCY
Confidential
13
AUTOMATION OFFERS THE CHOICE FOR
TRANSACTION MODELS
PUBLISHER
BUYER
PROGRAMMATIC
DIRECT
PRIVATE
MARKETPLACE
AND PREFERR...
14
HURDLES PREVENT PROGRAMMATIC LIQUIDITYINDUSTRYPAINPOINTS
Competitive
Separation
Multi-screen
Delivery
Data
Leakage
Dyna...
Confidential
THINK UNIFICATION
Confidential
16
• Pre-scheduled placements
based on deal requirements and
relationships
• Dynamic decisioning to
optimize yield and rev...
17
ACHIEVING TRUE YIELD THROUGH FAIR TRADING
STRATEGY GOVERNANCE EXECUTION
REVENUE
USER
EXPERIENCE
BUYER
REQUIREMENTS
FULL...
18
NO, ITS GOLDEN AGE !
THANK YOU
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Interact 2017 Short Keynote: Video & TV Advertising: State of the convergence by Nicolas Mignot, SVP International Key accounts Sales & Solutions, FreeWheel

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Interact 2017 Short Keynote: Video & TV Advertising: State of the convergence by Nicolas Mignot, SVP International Key accounts Sales & Solutions, FreeWheel

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Interact 2017 Short Keynote: Video & TV Advertising: State of the convergence by Nicolas Mignot, SVP International Key accounts Sales & Solutions, FreeWheel

  1. 1. ConfidentialConfidential VIDEO & TV ADVERTISING: STATE OF THE CONVERGENCE Nicolas MIGNOT
  2. 2. 2 FREEWHEEL, THE TV-BORN VIDEO FULL-STACK Sales teams negotiate over the phone/in person with the buy-side on an upfront IO basis. (e.g., fixed budget /price) DIRECT SALES Sales or programmatic teams automate the sales process through direct connections to buy-side systems. AUTOMATED SALES
  3. 3. 3 THE DEATH OF TV?
  4. 4. 4 WHAT WHERE WHO Reach Your Audience THE GOAL OF MARKETERS
  5. 5. 5 TELEVISION HAS EVOLVED
  6. 6. 6 AD VIEW COMPOSITION & GROWTH BY DEVICE STB VOD* OTT DEVICE +66% YOY TABLET +34% YOY +63% YOY SMARTPHONE +0% YOY DESKTOP/LAPTOP 21% of enabled programmer volume* 66% of ad views come from devices other than desktop 34% 18%8% 23% 17% VIEWERS PLAY HARD TO GET
  7. 7. 7 VIEWERS COMPLAIN ABOUT POOR AD EXPERIENCES AD FATIGUE seeing same creative over and over LATENCY ad takes too long to load POOR CREATIVE QUALITY low resolution, breaking stream INCONSISTENT EXPERIENCES inconsistent fill of breaks, lots of slate AD CLUTTER too many ads in a break
  8. 8. 8Confidential GO FOR PREMIUM VIDEO
  9. 9. 9 DEFINING PREMIUM VIDEO CONTENT • Professionally produced • Rights managed • Brand-safe content • Viewable, fraudless, transparent environment • Engaged audience HIGH View Through Rates LOW fraud rates HIGH In View Rates LARGE player size
  10. 10. 10 VALUE OF PREMIUM VIDEO: AUDIBLE/VISIBLE VIEWER ENGAGEMENT MEASURED BY MORE THAN A BINARY “IN-VIEW RATE” 2s VIDEO IN-VIEW 5s VIDEO IN-VIEW COMPLETE 76,8% 62,7% 72% 56,9% 69,2% 31,8% Source: Moat/FWC Data Analysis (2016) FREEWHEEL SET ALL-MOAT SET
  11. 11. 11 SOUGHT AFTER AUDIENCES Data + Content + Engaged Audience Real humans!98.9% Engagement performance 118% MARKET RESPONDING TO VALUE OF PREMIUM PREMIUM CONTENT High quality, brand safe, & transparent Engaging viewing environment s Connecting content & the advertising message FWC/Moat Premium Video Engagement Study, March 2016
  12. 12. Confidential AUTOMATION ADDS CHOICE & EFFICIENCY Confidential
  13. 13. 13 AUTOMATION OFFERS THE CHOICE FOR TRANSACTION MODELS PUBLISHER BUYER PROGRAMMATIC DIRECT PRIVATE MARKETPLACE AND PREFERRED OPEN EXCHANGE AND SECONDARY MARKETS
  14. 14. 14 HURDLES PREVENT PROGRAMMATIC LIQUIDITYINDUSTRYPAINPOINTS Competitive Separation Multi-screen Delivery Data Leakage Dynamic Decisioning in Closed Environments TV-Quality User Experience Commoditization Ad Blocker Prevention Creative Quality
  15. 15. Confidential THINK UNIFICATION Confidential
  16. 16. 16 • Pre-scheduled placements based on deal requirements and relationships • Dynamic decisioning to optimize yield and revenue while honoring all business rules MANAGE AND MEET THE GOALS OF YOUR BUSINESS, YOUR BUYERS AND YOUR VIEWERS PLAN, OPTIMIZE AND MANAGE WITH HyLDA HUMAN DESIGNED, NEGOTIATED DECISIONS TECHNOLOGY TO DYNAMICALLY OPTIMIZE REVENUE
  17. 17. 17 ACHIEVING TRUE YIELD THROUGH FAIR TRADING STRATEGY GOVERNANCE EXECUTION REVENUE USER EXPERIENCE BUYER REQUIREMENTS FULL STACK TECH TEAMS BUSINESS INSIGHTS UNDERSTAND THE VALUE STAY IN CONTROL DRIVE GROWTH FEEDBACK LOOP DRIVEN BY BUSINESS INTELLIGENCE TRUE YIELD
  18. 18. 18 NO, ITS GOLDEN AGE !
  19. 19. THANK YOU

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