Introduction to Video Advertising


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Introduction into video advertising

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Introduction to Video Advertising

  1. 1. The New Online Frontier and Video
  2. 4. For the consumer: Consume content (reading) Participate in content (rating) Creation of content (publishing) Organizing content (RSS feeds) For brands: eCommerce Community Expand points of contact Attract new prospects
  3. 5. Decade of technology evolution 1993 1998 Information Wave Access 2003 Distribution & Communications Wave Transact 2007 + Networking Wave Communicate Social Media Wave Participate
  4. 6. Revolution of consumer power driven by a major generation change <ul><li>Want user friendly, plug-and-play technology </li></ul><ul><li>Television, cable TV and internet important </li></ul>Baby Boomers (72 million ages 41 – 59) Generation X (43 million ages 27-45) Generation Y (60 million age 12 – 28) <ul><li>Near universal PC, mobile phone use </li></ul><ul><li>Multimodal communication – voice, video, text </li></ul><ul><li>Music, mobile TV, video, multi-layer 3D gaming </li></ul><ul><li>Larger & more dependent on portability & connectivity of mobile devices </li></ul><ul><li>Want fast, seamless, top-of-line technology </li></ul><ul><li>Use handhelds, portable devices; play video games </li></ul><ul><li>Like to cocoon when traveling </li></ul>
  5. 7. <ul><li>Online travel-related research outpaces actual online buying by two-to-one - websites must attain and keep visitors - video is one way to accomplish that. </li></ul><ul><ul><ul><li>The Conference Board Consumer Research Center - 2007 survey of 10,000 households nationwide. </li></ul></ul></ul><ul><li>83%+ of travellers in the U.S. use the Internet to research or book travel </li></ul><ul><ul><ul><ul><li>Prospectiv 2006 nationwide Travel Poll. </li></ul></ul></ul></ul><ul><li>Average US viewer watches 68 videos online a month, or more than two per day. </li></ul><ul><ul><ul><li>Podcasting News, September of 2007 </li></ul></ul></ul><ul><li>Two-thirds of online adult leisure travellers consume online video and audio clips. </li></ul><ul><ul><ul><li>2007 Travel Industry Association, TravelHorizons study </li></ul></ul></ul>The statistics
  6. 8. <ul><li>Video will generate 30% of Internet-based traffic by 2011 ; 9% in 2006 </li></ul><ul><ul><ul><li>Cisco Systems - quoted in The Wall Street Journal, Aug. 14, 2007 </li></ul></ul></ul><ul><li>Video reaches beyond the youngest demographics </li></ul><ul><ul><li>The 35-44 & 45-54 age groups are equally as likely to view online content as the 18-24 age group. </li></ul></ul><ul><ul><ul><li>Burst Media’s 2006 nationwide survey of online video viewers </li></ul></ul></ul>The statistics
  7. 9. Monetizing Video Product Placement Advertiser Funded Video Mobile Video Video on Demand (VOD) Joost, Sky1 In Stream Video in-video in-content
  8. 10. Online Video Ads Mainly Drive Site Visits; Some Purchase <ul><li>44% of users have taken some action after viewing a video ad </li></ul>
  9. 11. Video Activities by Gender and Age <ul><li>High propensity to share and distribute video content across all demographic groups </li></ul>
  10. 12. Video Ad Formats 1. In-Video advertising <ul><li>Pre-Roll: before content stream (:15 and :30 seconds) </li></ul><ul><li>Mid Roll: during content stream (:15 and :30 seconds </li></ul><ul><li>Post Roll: after content stream (no limits) </li></ul><ul><li>Overlays </li></ul><ul><li>Ticker Ad </li></ul>During video playback a unit Launches at the bottom of the player During video playback a unit Launches at the bottom of the player Roll Based <ul><li>Ticker Ads </li></ul>Overlays
  11. 13. Video Ad Formats 2. In-Content video advertising <ul><li>Banner to Video Expandable </li></ul><ul><li>Video Overlay </li></ul><ul><li>Video Banner (468 x 60) </li></ul><ul><li>In Text Video Advertising </li></ul><ul><li>Video Subsites </li></ul>Video ad appearing on or over the content of a site
  12. 14. Kraft Crystal Light Video Campaign Case Study <ul><li>Kraft Video campaign ran across three months, across social media, entertainment and lifestyle sites </li></ul><ul><li>Brand impact study conducted by Kraft and Dynamic Logic revealed campaign raised awareness of Crystal Light by 21% </li></ul>
  13. 15. Hilton Maldives Video Case Study <ul><li>Web Liquid arranged for the Hilton Maldives Resort to be the first hotel participating in Tripadvisor’s new online video features. </li></ul><ul><li>Video (11 minutes long) has been played 11,673 times to date and rated a 4.5 out of 5 by viewers. </li></ul><ul><li>Prior to the 2006 Travelers Choice Awards, in which the property was selected as the Best Luxury Hotel, Web Liquid and Trip Advisor submitted video to ABC in Chicago </li></ul><ul><ul><li>One-minute features was aired live during the news broadcast </li></ul></ul>
  14. 16. Measuring Video <ul><li>Panel Based Measurement </li></ul><ul><ul><li>Nielsen VideoCensus – a US based panel based measurement service leveraging content-tagging. VideoCensus will measure: </li></ul></ul><ul><ul><ul><li>Cached video content streams </li></ul></ul></ul><ul><ul><ul><li>Peer-to peer video streams </li></ul></ul></ul><ul><ul><ul><li>Digital rights-managed (DRM) video streams </li></ul></ul></ul><ul><li>Ad Serving </li></ul><ul><ul><li>Tracking video streams through third party ad serving. Key metrics include: </li></ul></ul><ul><ul><ul><li>Time Spent </li></ul></ul></ul><ul><ul><ul><li>Clicks </li></ul></ul></ul><ul><ul><ul><li>Traffic to Site </li></ul></ul></ul><ul><ul><ul><li>Unique Streams </li></ul></ul></ul>
  15. 17. Relevant Points of Video Distribution <ul><ul><li>Videos YouTube </li></ul></ul><ul><ul><li>Google Video </li></ul></ul><ul><ul><li>Yahoo Video </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> (Leading Hotels of the World) </li></ul></ul><ul><li> </li></ul>Single Site Distribution Points Network Distribution Points <ul><ul><li>Egg Network </li></ul></ul><ul><ul><ul><li>20M video streams a day </li></ul></ul></ul><ul><ul><ul><li>75+ social media sites </li></ul></ul></ul><ul><ul><li>Brightcove </li></ul></ul><ul><ul><li> </li></ul></ul>