Towards more transparency in online video

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WFA webinar featuring Anthony Rushton, CEO of Telemetry to discuss "digital pre and post buy: towards more transparency in online video", and the TLM100 index.

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Towards more transparency in online video

  1. 1. Digital pre and post buy: towards moretransparency in online video13th December 2012
  2. 2. Quick introductions… Robert Dreblow Anthony Rushton CEO
  3. 3. Questions raised across our membership
  4. 4. Which we have responded to…
  5. 5. Notably a TV-centric sample = All TV % (Approximately what % of your 2011 media budget did TV represent?) = Non-linear TV as a % of all TV (Approximately what % of that total 2011 TV budget was invested in non-linear TV?) 63% 60% 7% 6% USA/ Canada Europe 68% 65% 6% 4% LATAM APACSource: WFA online member survey. February 2012. Base: 33 companies
  6. 6. With online video taking the lion-share Approximate % of non-linear TV dedicated to.. Online video (including YouTube) 43% Branded content 19% Mobile video/ TV 4% Online TV e.g. streaming 15% Connected TV e.g. Google TV 3% Interactive TV i.e. red button 2% Addressable TV (e.g. Visible World) 2%Source: WFA online member survey. February 2012. Base: 33 companies
  7. 7. …with that share due to grow Thinking about your investment for the following platforms, do you expect a... Big increase Small increase No change Small decrease Big decrease Online video (inc. YouTube) 41% 48% 11% Branded content 29% 50% 18% 4% Mobile video/ TV 20% 48% 32% Online TV e.g. streaming 12% 40% 48% Connected TV e.g. Google TV 8% 29% 63% Interactive TV i.e. red button 4% 13% 83% Addressable TV (e.g. Visible World) 4% 17% 78% 0%Source: WFA online member survey. February 2012. Base: 33 companies 25% 50% 75% 100%
  8. 8. When using ad-serving for your online advertising, do you think the risk of incomplete/ incorrect execution is.... Lower than in other (more traditional) media, 4% The same, 15% Much higher than other (more traditional) Higher, 27% media, 54%Source: WFA Member Survey November 2010. Base. 31 Companies
  9. 9. Digital pre and post buy:towards more transparency in online video The Digital Media Forensics Company
  10. 10. Contents1. Online video: post buy transparency right now – Ad servers, analytics, verification and brokering2. Online video: forensic analysis of post buy activity – Online video malpractice and immunization tips for you3. Online video post buy: five questions for you to ask your roster4. Online video: pre buy transparency right now – Media packs, business cards, golf days and life in the abyss5. The TLM100 – Lighting up the pre buy black hole The Digital Media Forensics Company
  11. 11. Online video:post buy transparency right now• Ad servers – are they acting in your best interests? – Conflicts of interest – Ad network owned and operated• Tracking – there’s tracking and there’s TRACKING – Pixel based – Creative performance centric• Verification – there’s verification and there’s VERIFICATION – Pixel Based – Quick fix• Brokering – less than zero transparency for all – Campaign is passed onto unknown, unplanned entity – Win criterion often not vetted by advertiser or verified by agency The Digital Media Forensics Company
  12. 12. Online video:forensic analysis of post buybrokering• Project “Depth charge” – Online video ads relayed in i-frame depths of >4 – Invisible to the website viewer• Project “Saigon” – >$500k worth of media delivered into Vietnam – Muted, thumbnail size and fake referrers• Project “Cross rider” – 215 apps – Re configure Facebook and insert ads The Digital Media Forensics Company
  13. 13. Project“DepthCharge” The Digital Media Forensics Company
  14. 14. Project“Saigon” The Digital Media Forensics Company
  15. 15. Project “Crossrider” The Digital Media Forensics Company
  16. 16. Online video:post buy immunization tips for you• Preclude undesirable activity within your insertion orders• Pay for what you want, not what you get• Independently vet agency DSP and vendor SSP win criterion• Meet your ad server, meet key vendors and pitch• Pre vet new vendors with donated media• Accept and acknowledge that agencies are not engineers The Digital Media Forensics Company
  17. 17. Online video: post buyfive questions for you to ask yourroster• Who is my ad server and are they a publisher?• How are my online video ad placements verified?• What am I paying for: an ad start or an ad request?• What performance criteria are vendors held accountable to?• What percentage of my ads are brokered or DSP/SSP’d? The Digital Media Forensics Company
  18. 18. Live poll: opinion on the informationreceived in advance of a pre-buy..
  19. 19. Online video: pre buy transparency The Digital Media Forensics Company
  20. 20. Online video: pre buy transparency The Digital Media Forensics Company
  21. 21. The TLM100• World’s first independent online video inventory indexing and rating program• Free to use for advertisers and agencies• Always on and in real time• Fueled by an independent ratings council from the demand side• Generated via transponder code placed into online media players• Vendor online video spots index scored• Vendor product category rated against risk to advertisers• First ratings council meeting 16th Jan 2013. TLM100.com available thereafter. The Digital Media Forensics Company
  22. 22. Online video: pre buy transparency The Digital Media Forensics Company
  23. 23. What does the buy side think? You asked me about our thoughts on the need for transparency in the digital media market. Given this is an industry initiative supported by the ANA and the IAB, I am happy to let you know where we stand: Transparency = Confidence Confidence = Ability to Move Investments Ability to Move Investments = Leadership in Media’s Future Leadership in Media’s Future = Future-proofing My Business Of course, I am all for securing the future on my business, I’m for leadership in media, I see the necessity to move my investments, I need confidence to do it, so I need transparency to facilitate it….so naturally, I’m a supporter of the TLM100! Marc Fonzetti, Media Director, Verizon Wireless The Digital Media Forensics Company
  24. 24. And finally…We wouldn’t be serving and verifying290M online video ads per day if theycouldn’t ROI
  25. 25. What’s next for WFA members?• on agenda at MEDIAFORUM 7th Feb (Shell, London)• …also DIGITALFORUM 21ST March (location TBC)• more detailed peer research• transparency guidance: contract checklist WIP
  26. 26. Anthony Rushtonarushton@telemetry.com Rob Dreblow r.dreblow@wfanet.org

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