Digiday Video Upfront: DataXu Pitch-a-Kuch

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Presented by Mukund Ramachandran, gm of brand, DataXu

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  • Digiday Video Upfront: DataXu Pitch-a-Kuch

    1. 1.  Drop your business cards on your way in. Raffle at the end of the session to win a Bose headphone. © 2011-2012 DataXu, Inc. Privileged & Confidential 1
    2. 2. Debunking the myths in Video Advertising Mukund Ramachandran, GM, Brand © 2011-2012 DataXu, Inc. Privileged & Confidential 2
    3. 3. Consumer behavior has shifted  Consumer behavior, as it pertains to the consumption of video is fundamentally changing  TV-screen world, to a screen-agnostic world  We expect content in the most convenient screen, when we want it. © 2012 DataXu, Inc. Privileged & Confidential 3
    4. 4. And online video advertising is hot! 2012: $1 in $12 online ad dollars. 2015: $1 in $6 online ad dollars. © 2011-2012 DataXu, Inc. Privileged & Confidential 4
    5. 5. Myth No. 1 Video can’t scale© 2011-2012 DataXu, Inc. Privileged & Confidential 5
    6. 6. The Claim…“Online video doesn’t scale” © 2011-2012 DataXu, Inc. Privileged & Confidential 6
    7. 7. Massive consumer adoption89 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH1.2 BILLION VIDEOS TODAY Source: comScore Video Metrix, December 2010
    8. 8. All demos online watch online video 100 90 80 70 60 50 40 30 20 10 0 12-17 18-24 25-34 35-44 45-54 55-64 65+ Source: comScore Video Metrix, December 2010
    9. 9. RTB video inventory landscapeRTB Pre-Roll Video Inventory Players: Adap.TV, Google, AdBrite, LiveRail, BrightRoll, spotXchange12BB IPMs / month; ability to provide impactful scale to any video campaign. © 2011-2012 DataXu, Inc. Privileged & Confidential
    10. 10. Myth No. 2Video isn’t ready for local© 2011-2012 DataXu, Inc. Privileged & Confidential 10
    11. 11. The Claim…“Video isn’t ready for local” © 2011-2012 DataXu, Inc. Privileged & Confidential 11
    12. 12. Online video works at the local levelDataXu Hyperlocal Video Case StudyChallenge:Local dealerships for a large Auto company wanted to converttheir hyperlocal newspaper buy, into video. Previous efforts tobuy sites direct did not achieve reach. The challenge was thecapability and reach, to hit:• 86 DMAs• 86 regional budgets• 86 Geo-qualified monthly campaigns targeting auto-intendersResults:Regional dealers were able to spend all of their addollars on impressions within their respective areasand achieved:• A single-sourced partner instead of going to multiple partners for DMA buys• Zero dollars wasted on out-of-area impressions• Granular tracking, budgeting, and reporting options custom to each DMA © 2011-2012 DataXu, Inc. Privileged & Confidential 12
    13. 13. Myth No. 3Video can’t be optimized like display© 2011-2012 DataXu, Inc. Privileged & Confidential 13
    14. 14. Optimize your campaign across Video RTB Access video inventory across 6 video RTB providers. Seamless access to billions of exchange impressions per day. Optimize for clicks, completions, acquisition & brand performance. © 2012 DataXu, Inc. Privileged & Confidential 14
    15. 15. 15
    16. 16. Clinical Trial Set-up Underlies the DX Brand Approach Rigorous test set- up ensure valid findings Exposed group is Aware served your ad while Somewhat Aware control groups sees Unaware a public service Vote! announcement Both groups are PSA surveyed throughout the campaign 16
    17. 17. DX Brand Builds Customer Intelligence Know your Customers Identify Opportunity Compare Segments 17
    18. 18. Consumers favorable to brand had 2.3X better ROI SuperTruck DX Brand campaign  Favorable consumers acted and drove favorability towards brand in visited SuperTruck’s advertiser’s site 2.2M consumers 2.3X more often SuperTruck DX Brand SuperTruck DX Brand effect on Favorability effect on salesFraction of Consumers Action rate by type ofFavorable consumer (indexed)30% 2.3X 2.3X 28.2% 5.90% More 2.0 likely20% 22.3% to act 1.0X 2.2M 1.010% Newly Favorable Individuals0% 0.0 Exposed Unexposed Not favorable Favorable © 2011-2012 DataXu, Inc. Privileged & Confidential 18
    19. 19. Myth No. 4Online video is not cost- effective© 2011-2012 DataXu, Inc. Privileged & Confidential 19
    20. 20. The Claim…“The cost of online video is too expensive” © 2011-2012 DataXu, Inc. Privileged & Confidential 20
    21. 21. Online Video provides has a robust ecosystem ofproviders Premium Portals Ad Networks Exchanges $20-$40 CPM $15-$35 CPM $10-$15 CPM $9-$12 CPM  Providing the advertiser with vastly differing scale for the same investment Premium Portals Ad Networks Exchanges $500,000 $500,000 $500,000 $500,000 3.3M Uniques 4M Uniques 8M Uniques 10M Uniques 5X frequency 5X frequeny 5X frequency 5X frequency © 2011-2012 DataXu, Inc. Privileged & Confidential 21
    22. 22. DX3 – The Digital Marketing ManagementPlatform for the EnterpriseDecember 2011 Forrester Research Inc. report: “The Forrester Wave™: Demand-SidePlatforms, Q4 2011” has recognized DataXu as a Leader with DX3 the Number 1ranked current offering. Audience Inventory Management Management Insights and Campaign Reporting Management 22
    23. 23. Mobile, Video, Display and SocialBidded and Private Premium Selected past and current direct inventory providers © 2012 DataXu, Inc. Privileged & Confidential 23
    24. 24. The DX Video Difference Access to ~100% of US exchange traded in-stream inventory, plus the ability to decision in private deals Brand Safety Full site transparency Best in breed prospecting, targeting, retargeting and audience management © 2011-2012 DataXu, Inc. Privileged & Confidential 24
    25. 25. Debunking the myths! By 2015, $1 in $6 online ad dollars will be spent in video. Advertisers who understand the ecosystem and use it efficiently will win. Online video can provide impactful scale at the local level and be optimized for performance & brand metrics. Online video is a cost-effective medium to achieve high ROI for performance & brand campaigns. © 2011-2012 DataXu, Inc. Privileged & Confidential 25

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