How Brands Can Ring the Register with Video Advertising


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In this session, Keith Eadie, VP Marketing at TubeMogul, will review real case studies demonstrating how major brands are using video to ring the register. The focus of the session will be on practical takeaways advertisers can use to drive sales and brand awareness. Keith will outline which strategies, ad units and placements are working – and the metrics available to evaluate success of online video campaigns.

Keith Eadie, VP Marketing, TubeMogul

Keith Eadie leads the marketing team at TubeMogul and is responsible for evangelizing the benefits of online video advertising and analytics to brand advertisers. Keith joined TubeMogul from The Boston Consulting Group, where he specialized in developing marketing strategies for technology and digital media firms. Prior to BCG, Keith worked with TubeMogul in its infancy at UC Berkeley and collaborated with the founders to develop the initial business plan and marketing tactics. Keith received his Bachelor of Commerce from the University of British Columbia and his MBA from UC Berkeley.

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  • Today, I’m going to share with you some of our most compelling research on video advertising and then discuss how to put the findings of that research into practice in a video campaign.The best practices I will cover are meant for agencies and brand advertisers to get the optimal performance from their video advertising – so not only getting people to watch your videos, but to remember your videos, share your videos, click-through your videos to your web pages, and most importantly to buy your products and services. I also have a section on video advertising on Facebook that will go over the different video options available on the social networking site and which placements perform the best.I’ll finish with a case study of a campaign we ran for Symantec that used these strategies to generate great results.Before I begin, let me briefly tell you about TubeMogul so that you understand where the data behind these best practices is coming from.
  • TubeMogul’s main product is a video advertising and analytics platform that enables brands to take any type of video ad and put it in front of their target audience. Our analytics track the performance of video campaigns in real-time and measure every single ad served on a second-by-second basis.
  • One of our key technologies is a few lines of code that goes into a video player – when we have that code in a player we can see how people got to a video, if they came from a search engine what search terms they typed, exactly how long they watched the video, where they rewound/fast-forwarded, the geographic location and demographic profile of the people that watched the video, even how many videos had buffering events and how many people left as a result. We power the analytics for many of the world’s top video sites like DailyMotion, MetaCafe, Blip, MSN Video, Brightcove and many more. Between our analytics business and ad platform we capture billions of streams every month and place nearly 1 billion cookies. It’s from this data set that we put together the best practices I’ll share with you today.
  • Before we dive into the research I want to briefly review the key drivers that are making brands use video to influence their customers.
  • As many of you are likely aware video advertising is growing rapidly. According to eMarketer, growth this year is expected to be approximately 50% to $1.5 billion and then annual growth of around 40% is projected over the next several years. It is the fastest growing form of digital advertising, though this is off of a much smaller base than search or display. The critical thing to consider is that TV advertising is a $60 billion dollar business, so online video still has lots of opportunity to divert those brand dollars from TV to online.
  • Very briefly, there are two main types of video ads – in-stream ads are ads that are served during the playing of another piece of actual content – the most common form is pre-roll. In-banner ads are served into display units and are usually used for video ads that exceed 30 seconds in length.
  • We work closely with brand advertisers and agencies and always encourage them to have an overarching video strategy. This means thinking about how a client’s paid media efforts can amplify the performance of a brand’s owned and earned media.What I mean by this is that it’s important to link a company’s owned media – such as video on their site or YouTube channel – with their paid media placements – and then enable those paid media placements to be shared and embedded so a great video can go on to be viewed by millions of people.
  • I want to provide a couple of examples that show why brands should be using all three types of media. First, for Owned Media, video is huge for search engine optimization. In fact, according to Forrester video is 50 times more likely than text to appear on the 1st page of Google.
  • Also, because video is such a great tool for story telling and demonstrations, retailers that put video on their own site see shopping cart conversions increase by over 60%. Product returns go down dramatically as well. This makes sense, people are far more likely to watch a video about your products than they are to read a long page of text. And retailers are starting to realize this works - the number of online shoppers who watched a video before buying a product in-store grew 40% last year.
  • Finally, as we all know if you have great creative in a video, you can generate outstanding brand impact. Evian achieved this with their roller skating babies videos which got over 60 millions views and drove major improvements in brand favorability and purchase consideration.
  • Now I want to get into the results of a major study we conducted that examined what video formats work best for different types of advertising objectives.
  • We collaborated with Dynamic Logic on this study. TubeMogul contributed the data on how videos actually performed as measured by our InPlay analytics engine – so we tracked metrics such as total views, average viewing time, completion rates, etc. The sample we measured contained over 20 million videos streams. And then Dynamic Logic handled the measurement of attitudinal metrics – things like awareness and purchase intent - based on their survey data. The study specifically looked at how metrics differed if videos were repurposed TV spots or if they were custom made for the web. So let’s dive into the findings.
  • Throughout this study we divided our results between repurposed TV spots that were 0:15 or 0:30 seconds in length and custom made for web videos that were longer than 0:30 seconds. In most cases, the 0:15 and 0:30 second videos were served in-stream, usually as pre-roll, while the the longer form made-for-web videos were usually served in-banner. When we compared these two formats head-to-head, the short TV spots garnered higher completion rates than the custom made content. This finding is not surprising since because these videos were usually pre-roll, viewers had incentive to complete them to reach the content behind the ad that they actually wanted to see.So in this graph and the next several, the type of video will be on the vertical axis and there will be two bars for each. The dark blue bar shows what percentage of viewers watched at least half the video and the light blue bar shows what percentage of viewers watched the entire video. For example, in this graph for the repurposed TV spots, we can see that about 54% of viewers watched at least half video and 28% of viewers watched the entire video. These completion rates were higher than made-for-web videos at 37% and 24%.So while we weren’t surprised that 0:15 and 0:30 second videos had better completion rates we wanted to learn more about the custom video ads so went a step further and broke down the made-for-web content into three different lengths and analyzed viewer engagement for each group.
  • We wanted to understand how people engaged differently with videos based on their length. We categorized the videos into three buckets– 30-60 seconds long, 60-90 seconds and over 90 seconds.What we found was surprising to us. Instead of completion rates being inversely related to video length, we discovered that video engagement is actually strongest for videos that are 60-90 seconds long. We think this is happening for two reasons – one is that creative and storytelling quality is higher for these mid-length videos. They are long enough that they have to have a hook at the beginning, substance in the middle to hold onto the viewers and then a strong close, usually with a call to action. The second reason is that viewers know from the beginning how long the video is and are likely expecting that 60-90 seconds will have a compelling story to watch, but won’t be so long that it will bore them.Now in many cases, custom video content over 90 seconds has the potential to garner higher, if not similar, completion rates compared to :60 – 1:30 – but the value proposition must be strong and clear enough within the first half of the video to entice viewers to continue to watch past the 0:90 second mark.
  • The next slides shows this completion data for both types of video side-by-side. In general, the shorter, repurposed spots had higher completion rates as viewers were trying to get to another piece of content. Pre-roll is sometimes referred to as “gatekeeper” content – because it sits in front of another video – and thus the completion rates of pre-roll will be impacted by the quality of the video content that people are ultimately trying to watch. But what’s interesting is that when you break down the data this way, you see that completion rates are higher for medium length made-for-web than either of the repurposed lengths.
  • We were really interested to see how engagement differed across ads from different industries. We ran the data for four specific verticals – Technology, Food and Beverage, Media and Entertainment, and Retail. In every industry except for food and beverage, the repurposed TV spots had better completion rates. The food and beverage vertical is clearly doing something right with their creative and their ad placements, as their custom made-for-web content performed much better than repurposed videos. Also worth highlighting is that for both types of formats, the retail sector had the strongest overall engagement.
  • For the made-for-web content that was served in-banner we examined how fast viewers dropped off between auto-play or user-initiated click-to-play. Auto-play videos are videos that begin playing when the page loads, while click-to-play videos require a user to mouse over the video and click play for it to begin.On average, at every stage of the video, click-to-play viewers watch videos longer than auto-play viewers. Intuitively, this makes sense as users who have taken the action to click play on the video, are likely to be more engaged viewers. So while this may make you think you should always favor click-to-play over auto-play, that’s not always the case, as the tradeoff is reach. For every click-to-play video impression served a much smaller number, usually less than 1%, will click on the video and watch it. This is compared to auto-play, where the video begins playing when the page loads, so you can reach substantially more viewers with your video.
  • This next section is from a study we did earlier this year on what types of video ad placements are available on Facebook and which ones show the best results for viewer engagement.
  • In addition to Facebook’s strong presence in video, their platform has been widely adopted by social games, where user growth has been astounding. This enables interesting opportunities for video, because video ads can be placed within these social games.
  • I now want to step a back a bit from the pure research findings and speak more broadly about the elements you need to execute a successful video campaign using paid media.
  • First, let’s consider why most videos are going to need paid media to support their distribution. The bottom line is very few videos just go viral on their own anymore. There are a handful of videos that nail the creative and the emotional trigger to incite massive sharing, but this is not the norm by any means.Only 2% of videos on YouTube have greater than 100K views and less than 0.5% have more than $1M views. The vast majority of videos on YouTube exist in obscurity with less than 5,000 views each.So if you want to get your video in front of your target audience, you have to incorporate a paid media component to your overall campaign.
  • We always recommend that brands make any videos they are hosting on their own sites or on YouTube embeddable so that people can take them and repost them across the web. In a recent study we conducted with Brightcove, we found that average viewing time was significantly longer for the same brand videos when those videos were viewed somewhere other than the original site they were hosted on. This is likely because viewers feel that if other sites have gone to the trouble to repost these videos, then they are probably worth watching, while if viewers see them on the company site they view them more as a commercial to be ignored.
  • Video discovery is a critical part of any video campaign. That is, how are people going to find and see your video. About 40% of videos are discovered, meaning someone didn’t just go directly to your site. So how people discover videos is important. In this study we measured the growth in where people are discovering videos. The chart speaks for itself with Facebook growing dramatically. I’m guessing with Twitter’s new design which includes videos we’ll see Twitter’s growth accelerate here as well. In addition, viewers who find videos using Twitter and Facebook watch them longer on average than those viewers who found them using a search engine. The power of the social graph is clearly at work here as people are taking recommendations from friends on what to watch and translating that into more engaged viewing habits.
  • Another tactic we recommend is to find people with pre-established audiences that you want to reach. For example, if you are a beauty products company, you might consider working with Michelle Phan.Michelle is a YouTube celebrity who is known for creating make-up tutorials and beauty tip videos on YouTube. In November 2010, she became the No. 1 most subscribed female on YouTube and the first female to reach 1 million subscribers. Michelle Phan joined Youtube in mid-2006 and as of last month, she has created 100 videos that have been viewed over 260,000,000 times.Michelle hast translated her success into an official position with Lancome as a video spokesperson.
  • I want to tie this section together by revisiting the interaction of owned, paid and earned media. The key point to remember is that paid media should not stand alone. It should drive viewers back to existing video content on a company’s owned media AND it should have sharing functionality that increases the likelihood it will go viral and deliver earned media to the advertiser.
  • So…a quick recap of best practices for maximizing views and brand impact with your video campaign.
  • I want to close by looking at a case study of a campaign we ran for Symantec that incorporated many of the elements we have discussed so far today.
  • Symantec produced a great video to promote the migration of computers to Windows 7 using their tools. They were targeting IT professionals and they used all the main tactics to get their video watched. The used paid promotion for in-banner ad placements on leading technology sites. They had a longer form ad they placed on their YouTube channel. Finally they had a shorter form version of the ad they put on their Facebook page. All of these assets drove viewers to a specific landing page on the Symantec site where they could register to get more information.
  • The campaign was a huge success. It was recognized as an OMMA Video awards finalist and received 7 million total views. Most importantly, Symantec got 2000 qualified leads from the campaign.So overall it was a great example of how getting all the elements of a video campaign right and using owned, paid and earned media together can deliver strong results for your company.And with that, I’ll end the presentation and turn it back to Luke.
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