Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

NY Digital Media - Online Video Strategy


Published on

Presentation from NY Digital Media Measurement conference. Provides alternative methods to measure online video campaigns. How TRESemme leverages paid media to distribute branded video content.

Published in: Business, Technology
  • Be the first to comment

NY Digital Media - Online Video Strategy

  1. 1. Online Video & Distributed Content:<br />Identifying Relevant Key Performance Indicators to Make Your Case and Maximize ROI<br />(Lighting Fires: Distributing Brand Experiences Online)<br />
  2. 2.
  3. 3. Measuring Online Advertising Basics<br />+<br />=<br />Efficiency<br />CPM<br />CPC<br />CPV<br />CPE<br />CPL<br />Effectiveness<br />Drive Traffic<br />Brand Engagement<br />Brand Impact Studies<br />Quality of Leads<br />Sales per Visit<br />ROI<br />
  4. 4. Over-Measuring Online Advertising<br />
  5. 5. Online Video Measurement<br />Distribution<br />+<br />+<br />=<br />Efficiency<br />CPM<br />CPC<br />CPV<br />CPE<br />CPL<br />Effectiveness<br />CTR<br />Engagement<br />Brand Impact Studies<br />Leads<br />Sales<br />Content<br />Reused<br />Custom <br />Leveraged<br />ROI<br />Online Video KPIs<br />
  6. 6. Under-Measuring Online Programs<br />+<br />Content<br />Efficiency + Effectiveness<br />Distribution<br />Efficiency + Effectiveness<br />$<br />$<br />MediaROI<br />
  7. 7. +<br />Distribution<br />Efficiency + Effectiveness<br />Content<br />Efficiency + Effectiveness<br />$<br />Program ROI<br />
  8. 8. Light Many Fires<br />Generate Sparks: give consumers something to experience <br />Build Fireplaces: find places for consumers to interact with them<br />Light More Fires: motivate them to spread it to others<br />Places To Interact<br />Our Space:<br />Brand Sites, Paid Media Sites, <br />Sponsored Events/Microsites<br />Their Space:<br />Social Networks, User-Gen Content<br />Shared Space:<br />Blogs, Retail Sites<br />Something To Interact With<br />Product News and Information<br />Product-Related<br />Lifestyle Content<br />Special Events/Sponsorships<br />Interactive Content<br />Reasons To Share<br />Found It First<br />Personal Expression<br />My Friends Like What I Like<br />Promotion Incentives<br />Easy To Share<br />Find – Click – Share<br />Leverage Sharing Habits<br />Share It For Them<br />
  9. 9. Kill the CTRBootleg Your VideosRedefine the CPM<br />
  10. 10. Kill the CTR<br />1 out of 1,000 consumersclicking your banner sucks<br />and<br />1 out of 100 consumersclicking your video ad still sucks<br />
  11. 11. Paid Media<br />Social Media<br />Brand Site<br />Share Content Across Channels<br />Driving Content to Users<br />Driving Users to Content<br />-VS-<br />Brand Content<br />Brand <br />Site<br />Social Media<br />Paid Media<br />
  12. 12. Content Ecosystem<br />Brand Site<br />Paid Media<br />Social Media<br />Share Content Measurement Across Channels<br />
  13. 13. Bootleg Your Videos<br />Leverage offline programs to contribute online content<br />
  14. 14. +<br />=<br />
  15. 15. Phase 1<br />Generate and Aggregate Sparks<br />
  16. 16. Phase 2<br />Test Content Distribution<br />25X video consumption<br />
  17. 17. Phase 3<br />Expanded Distribution & Spread Fires<br />
  18. 18. $$<br />$<br />$<br />$<br />$<br />Content Formats<br />Content Exposure<br />Content Sentiment<br />
  19. 19. Creating Video Content:<br />Leverage Offline Media Partnerships<br />
  20. 20. Creating Video Content:<br />Lower Budget Options<br />
  21. 21. Content Ecosystem<br />Brand Site<br />Paid Media<br />Social Media<br />Non-Video Sparks<br />
  22. 22. Redefine the CPM<br />Buy Content, Not Impressions<br />
  23. 23. Redefining CPM<br />Cost per Thousand<br />Buy impressions<br />Content per Thousand<br />Buy creative + guaranteed views<br />Brand Site<br />Media Distribution<br />Video Seeding<br />
  24. 24. Non-Video Sparks With Guaranteed Exposure<br />
  25. 25. My Challenge To You<br />Marketers<br />Find Your Sparks<br />Focus Your Agencies<br />Media Agencies<br />Buy Content not Banners<br />Make Added Value Actually Valuable<br />Publishers<br />Request Creative Briefs Attached to Media RFPs<br />Compete on Creative Quality, not Just CPMs<br />Digital/Creative Agencies<br />Get Nervous<br />
  26. 26. Thanks.<br />