Ad Tech NY- Feed Your Brain: Adap.TV Video Ad Server


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Ad Tech NY- Feed Your Brain: Adap.TV Video Ad Server

  1. 1. Feed Your Brain, Part III Advanced Analytics Amir Ashkenazi, Founder & CEO, Teg Grenager, Founder & VP Product & Marketing, Larry Weitzman, Chief Content Officer, CineSport
  2. 2. Agenda <ul><li>Online Video Opportunities & Challenges </li></ul><ul><li>Online Video Best Practices </li></ul><ul><li>Advanced Analytics: Food for Thought </li></ul><ul><li>Publisher Spotlight: CineSport </li></ul>
  3. 3. What We Do <ul><li>OneSource </li></ul><ul><ul><li>Publisher video ad management platform </li></ul></ul><ul><li>Connected Network Program </li></ul><ul><ul><li>Partner with ad networks in connecting to online video publisher inventory </li></ul></ul><ul><ul><li>• Hundreds of online video publishers </li></ul></ul><ul><ul><li>• Thousands of sites </li></ul></ul><ul><ul><li>• Hundreds of millions of streams / month </li></ul></ul><ul><ul><li>and growing… </li></ul></ul>( )
  4. 4. The Online Video Opportunity <ul><li>Why buy online video? </li></ul><ul><li>Engagement </li></ul><ul><ul><li>Engaged audience, non-DVR-able </li></ul></ul><ul><ul><li>Multiple brand touch points, actionable </li></ul></ul><ul><ul><li>Immersive custom ad formats </li></ul></ul><ul><li>Targeting </li></ul><ul><ul><li>For content, audience, re-targeting </li></ul></ul><ul><li>Accountability </li></ul><ul><ul><li>Measure ad effectiveness at a granular level </li></ul></ul>
  5. 5. The Online Video Opportunity <ul><li>Online video drives value for brands. </li></ul><ul><li>In-stream video ads vs. display ads </li></ul><ul><ul><li>Average 8 to 10 times more effectiveness to increase brand awareness </li></ul></ul><ul><li>Huge point increase in other branding metrics </li></ul><ul><ul><li>Message association + 14.4 % </li></ul></ul><ul><ul><li>Brand favorability + 5.0 % </li></ul></ul><ul><ul><li>Purchase intent + 4.8 % </li></ul></ul>Source: comScore Dynamic Logic MarketNorm Jan.’07
  6. 6. The Online Video Opportunity <ul><li>Online video is an essential part of an online strategy. </li></ul>Video Display SEM Awareness Persuasion
  7. 7. Online Video Challenges <ul><li>Scaling up </li></ul><ul><ul><li>Lack of support for ad format standards </li></ul></ul><ul><li>Targeting </li></ul><ul><ul><li>Difficult to get scale and reach target audience simultaneously </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Inconsistent ad metrics </li></ul></ul><ul><li>Innovation </li></ul><ul><ul><li>Complexity of trafficking custom formats </li></ul></ul>
  8. 8. Online Video Challenges: Targeting <ul><li>80% of impressions reached the wrong audience </li></ul><ul><li>Small minority reached target audience with desired frequency </li></ul><ul><li>Comscore Research </li></ul><ul><li>8 US brand campaigns </li></ul><ul><li>w/ $40K - $2M budget </li></ul>Source: comScore, March 2009 – Research from eight U.S. brand campaigns with budgets between $400,000 and $2 million
  9. 9. Online Video Best Practices <ul><li>Experimentation and research continues… </li></ul>… but there are smart strategies you can adopt now.
  10. 10. Best Practices: Campaign Planning <ul><li>Plan Media </li></ul><ul><ul><li>Mix: Use premium sites + ad networks for reach </li></ul></ul><ul><ul><li>Validate: Which channels can support your video formats and what metrics to track </li></ul></ul><ul><li>Develop Creatives </li></ul><ul><ul><li>Rotate: Test multiple creatives in parallel </li></ul></ul><ul><ul><li>Engage: Include calls-to-action or deeper interactivity </li></ul></ul><ul><ul><li>Innovate: Test novel formats to meet campaign goals </li></ul></ul>
  11. 11. Best Practices: Campaign Management <ul><li>Traffic </li></ul><ul><ul><li>VAST: upload once, run everywhere </li></ul></ul><ul><ul><li>Buy-side video ad servers: (DFA, Atlas Media Console, Vindico) </li></ul></ul><ul><ul><li>Multi-channel attribution: to understand ROI drivers </li></ul></ul><ul><li>Monitor and Optimize </li></ul><ul><ul><li>Measure ad performance frequently </li></ul></ul><ul><ul><li>Break down by site, audience segment, creative </li></ul></ul><ul><ul><li>Address poor performers to maximize ROI </li></ul></ul>
  12. 12. Advanced Analytics: Food for Thought <ul><li>Video Metric – Ad Completion Rate </li></ul>Source:, Oct. 2009
  13. 13. Advanced Analytics: Food for Thought <ul><li>Campaign Optimization - CTR </li></ul>Source:, Oct. 2009
  14. 14. Advanced Analytics: Food for Thought <ul><li>Many online gaming sites are monetizing with video ads with their engaged audience on OneSource </li></ul><ul><ul><li>Average CTR of online gaming sites: 4.2 % </li></ul></ul><ul><ul><li>Average CTR of non-online gaming sites: 0.4 % </li></ul></ul><ul><li>Be cautious when interpreting metrics as viewers are already interacting with the games and clicking away </li></ul>Source:, Oct 2009
  15. 15. Advanced Analytics: Food for Thought <ul><li>Better Targeting – Video Views By Time/Geography </li></ul><ul><li>Follow video engagement trends by country </li></ul>Source:, Oct 2009 12 AM 6 AM 12 PM 6 PM Local time US India UK High engagement Low engagement
  16. 16. Summary <ul><li>Online video is becoming an essential part of online ad campaigns </li></ul><ul><li>Execution challenges can be addressed with best practices </li></ul><ul><li>Access to advanced analytics can yield insights that can significantly impact ROI </li></ul>
  17. 17. Thank You! <ul><li> </li></ul><ul><li> </li></ul>