Extreme Reach Tech Talk at DAS: The Video Advertising Workflow is Broken, but Fixable


Published on

Online video advertising is expected to grow 41 percent in 2013. As marketers run more video campaigns online, they’re discovering that the workflow doesn’t scale. This is because online video is usually handled completely separately and downstream from TV -- even though the audience, objectives and creative for each are closely related. Extreme Reach provides a single video advertising platform that enables advertising teams to manage, deliver and measure video advertising across both TV and the Web. Our clients are gaining greater efficiency, quality and control by connecting their online video workflow directly to their TV creative and production network, and directly accessing relevant media, rights, usage and impression data across both. Robert Haskitt will illustrate how and why this is such an important step forward.
Presenter: Robert Haskitt, CMO, Extreme Reach @extremereach

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Let’s discuss an aspect of online video advertising that most articles, vendors and speakers don’t mention, because it’s kind of ugly. Let’s discuss “How.”
  • Our clients who have ramped up online video advertising tell us that today the way online video campaigns get executed, is messy and difficult. The workflow isn’t scalable and needs to be streamlined. It’s messy because it’s handled downstream, and disconnected from, TV. This is what they mean…
  • The vast majority of in-stream video ads are also TV ads, or variations of ads that run on TV. But that makes sense, when you consider the significantly larger investment advertisers make in TV media and creative.
  • Media aside, the average cost to produce a :30 TV commercial is now now about $350k.Of course, advertisers want to get the greatest possible ROI on that investment, That $350k is typically covered by the TV production budget. The creative starts with TV and is only sometimes initially considered, edited and permissioned for use online as well as on TV. Online video is downstream from TV budgets, media plans, production, creative, information and processes.And downstream is where the problems lie.
  • Compare the number of steps involved just in TV and online trafficking. TV is significantly more efficient, because the workflow is more mature and because it’s why and where everything is initiated. Upstream. Because the online video process is downstream from TV, it’s inherently more complicated than the TV workflow, because it’s disconnected and secondary to TV. That disconnect causes several issues that affect the usage, usability, quality and impact of the creative. And execution becomes far more complicated than the TV workflow, simply because it’s downstream.
  • These are some of the typical questions, issues and steps that arise because online video is downstream from TV. Which ad do we run online? Where/how do we get a copy? Which version should we use? Does it have talent and rights permissions for online use? What formats do I need for each publisher and device? How do they need to receive it? How can I simplify creative uploading when I use a third-party ad server? What hoops do I need to jump through in order to add interactivity to the video creative? How can I swap, pull, rotate or cap the live creative? Here’s the solution…
  • Don’t be downstream. Go upstream and be every bit as connected to the creative and campaign as TV. Use a cross-media video platform and eliminate every one of those steps and issues. Using a banner platform to manage video keeps you separated from TV. It keeps you downstream, disconnected and ultimately dysfunctional. When you move your workflow upstream with a cross-media solution, you tap directly into the established TV workflow, directly into the relevant original creative, production, data and permissions.
  • A cross-media video platform centralizes the management, delivery and measurement of all video advertising, taps into the best practices of the well-established TV workflow and enables all the advantages of online advertising. It doesn’t matter if the brand’s TV and online video are handled by separate teams, departments or agencies. A cross-media video platform can connect and permission everyone involved.
  • By using a cross-media video platform, you always have access to the actual broadcast-quality master for every version of every commercial. That alone eliminates a number of steps, automates the upload process, ensures the best possible viewer experience and exposes talent and rights permissions. It also enables you to automatically apply interactive graphic overlaysto any one of your stunning video masters. A cross-media video platform is also a robust third-party ad server that automatically formats the video for each publisher, browser and device and serves beautiful ad creative, that stems directly from the master, to audiences across every site and connected device. And when you unify the management and delivery of campaigns across TV and Web, you can also measure both together…
  • The audience sees your story on both TV and Web.Measuring only TV or Web is like using half your brain. Banner and rich media systemslike DoubleClick and MediaMind, present limited performance measures that only provide a partial picture. Often, performance variables have to do with what’s going on with the other screens or other media. Cross-media reporting shows a more complete picture because it brings TV and Web together. Measure essential media factors, like impressions, reach, frequency and media performance. And, measure storytelling factors, like creative rotation, creative frequency, creative performance.
  • A cross-media video platform enables you to scale, improves quality, streamlines workflow and shows how your multi-screen campaigns are performing as a whole. As you ramp up your online video advertising, go upstream. Use a cross-media video platform to manage, deliver and measure TV and Web together.
  • Extreme Reach Tech Talk at DAS: The Video Advertising Workflow is Broken, but Fixable

    1. 1. Production Broken But fixable. Audience The video advertising workflow Robert Haskitt, Extreme Reach
    2. 2. Start 2. 3. 4. 5. 9. 8. 7. 6. 10 Finish . Finally. The current online video workflow doesn’t scale.
    3. 3. 90 %Most in-stream ads are TV ads too.
    4. 4. 350k$Average cost to produce a :30 TV commercial
    5. 5. Finish.TVWeb Finish. Finally .
    6. 6. The online video workflow is overly complicated because it’s downstream from TV. Which ad? What format for each publisher/device? Where’s the ad? How do I need to get it to them? Which version of the ad? Upload to a third-party ad server? Talent and rights permissions? Add interactivity to video? How can I get a copy? Swap, pull, rotate live creative?
    7. 7. GoUpstream. Tap into TV from square one with a cross-media video platform.
    8. 8. Web/Mobile TV Master TV & Web Creative, Info Cross-media and Tools Together video platformProduction TV Team Digital Team
    9. 9. To TV Web/Mo bile Master Direct access to: TV & Web together • Commercial masters on a cross-media • Every versionFrom production video platformdesktop • Talent & rights permissions • Tools to traffic, pull, swap, rotate & capAutomatically:• Add interactive features to the video• Format video for every publisher & device from the master• Serve video directly to audience on all sites & devices
    10. 10. Unified execution = Unified reporting
    11. 11. Move upstream.Manage, deliver and measureonline video advertising along-side of TVwith a cross-media video platform.