Online Video Advertising


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Online Video Advertising

  1. 1. Web & beyond
  2. 2. Market scenario Internet TV use has reached record highs and online video advertising spending continues to skyrocket. According to reports from E&Y and AC Nielsen, Online video advertising currently accounts for 15-35% of the Rs 400-crore online advertising market and is expected to grow at 300% in 2009. Nonetheless, an astonishing 150 million videos are being watched everyday in India, according to Yankee Group Research Inc. , while 36 percent of 35 million active Internet users in India share videos online. Web & beyond
  3. 3. Introduction The trend is clear. Marketers find Internet TV an effective way to reach and engage their target audience. And because video lends itself so well to rich media and new advertising opportunities, Internet TV commands significantly higher ad rates than traditional web advertising. Web & beyond
  4. 4. Key players International (85% market share) Key players Domestic Web & beyond
  5. 5. <ul><li>Consumer insight </li></ul><ul><li>The average online video viewer watched 356 minutes of video per month </li></ul><ul><li>The duration of the average online video was 3.5 minutes </li></ul><ul><li>62.6 videos per viewer in an average week </li></ul><ul><li>In India, 85% of video viewing happens from offices </li></ul><ul><li>76% of all video consumption happens from the top seven metros / mini metros. </li></ul><ul><li>Online video advertisements deliver 82% brand recall versus 54% recall for the same ad on television. </li></ul><ul><li>30% of daily video consumption comes from Indians outside of India, largely from the Bay area and New York. </li></ul><ul><li>Average number of Videos per profile on Orkut is 3.98 </li></ul><ul><li>Video ads generate 20-40 times higher CTRs than other forms of display ads </li></ul>Web & beyond
  6. 6. Content factor Source: Vdopia* <ul><li>There was a 25% increase in professionally produced content on the web </li></ul><ul><li>Semi Porn, tv content, bollywood content and Cricket would probably account </li></ul><ul><li>for nearly 65%of the ‘Types of Online Video Watched’ in India. </li></ul>Web & beyond   Content Category   Views Per Year 2008   Views Per Year 2009   User Generated Video Content   2000 Million   5000 Million   Premium Branded Video Content   1200 Million   3300 Million   Non Premium Branded Video Content   600 Million   1000 Million   Total VIEWS   3800 Million   9300 Million
  7. 7. Existing Internet TV Advertising Format In-Stream Video Ad- The in-stream video ad is similar to a TV commercial that runs inside the video window in place of video content. The ad can be any length, but 15 and 30 seconds are most common. Web & beyond
  8. 8. Existing Internet TV Advertising Format Overlay- The overlay is a branded rich-media or text ad that appears in the lower-third section of the video window while the video is running. An overlay doesn’t delay video viewing because it plays in parallel with the video. Web & beyond
  9. 9. Existing Internet TV Advertising Format Companion Ad- Companion ads can be graphical or text, and are located outside the video window. They can appear anywhere on the web page, and are not limited to just one unit. Companion ads often run in conjunction with an in-stream or overlay ad and typically remain visible after the video ad has ended. Web & beyond
  10. 10. Existing Internet TV Advertising Format Takeover Ad- Takeover ads display over the full video player, letting an advertiser deliver an uncluttered and rich-media experience. The takeover shows particular promise with full-screen, full-length, high-quality shows. Web & beyond
  11. 11. Existing Internet TV Advertising Format Sponsorships- Sponsorships are an excellent way to maximize advertising revenue on the entire page and throughout the site, not just within the video window. Sponsorships are often customized integrations that may include in-stream video ads, overlays, companion units, skinned video windows, and takeover ads. Web & beyond
  12. 12. Problems with existing online video advertising <ul><li>65,000 new video clips are uploaded every day on YouTube making it most complex advertising option. </li></ul><ul><li>No loyalty against the channel for revisiting, casual search is the main criteria for viewing, else video link forwarded by friends. </li></ul><ul><li>60% of the content in YouTube is user uploaded video which violates copyright. </li></ul><ul><li>Viewers are increasingly shifting from TV to internet for their favorite shows and videos which are uploaded by user which has no accountability. More or less a substitute for DVR. </li></ul><ul><li>Ads are not based on a person’s interests, geographic location or even gender, so the majority of these video ads are completely being wasted. </li></ul>Web & beyond
  13. 13. Problems with existing online video advertising <ul><li>Half of all viewers stopped watching online videos once they encountered in-stream advertisements, either pre roll or post roll. </li></ul><ul><li>There is no set standard for the length of an ad based on the length of the content. </li></ul><ul><li>Ads are often times displayed at lower qualities and smaller window sizes than the content was originally encoded for. </li></ul><ul><li>Industry standards for reporting metrics and robust reporting capabilities vary from site to site. </li></ul><ul><li>Even Desi video sharing sites support the same advertising model with the same TV video content. </li></ul>Web & beyond
  14. 14. Who we are? Inbox live is an independent Internet TV content producer and distribution agency based in Mumbai, India. We provide Creative assistance, planning, strategy for the execution of multi-platform digital marketing campaigns that run across a range of social media that dawn from social networking sites, video sharing sites and sets at blogs and podcasts, exploiting the widest horizon ever entertained. We bring together best in class partners from diverse creative background to create and distribute high quality original programming across every platform, working in every genre and format, with the ability to reach any demographic, no matter how broad or narrow. Web & beyond
  15. 15. Inbox Founding Principles <ul><li>Create new and original web video programming. </li></ul><ul><li>No to piracy. No to pornography. </li></ul><ul><li>Come up with better video content that is contextual, mobile and entertaining enough to be shared. </li></ul><ul><li>Entertainment is the first priority. We want everyone to feel comfortable coming to our site </li></ul><ul><li>Come up with new advertising model that doesn’t hurdle the viewing pleasure. </li></ul><ul><li>Preference to monetizing audience first then monetizing video. </li></ul><ul><li>Content and Ads should be based on a person’s interests, geographic location or even gender basis. </li></ul><ul><li>Focus on in film branding i.e. better to place brand as a part of storytelling process. </li></ul><ul><li>Standardized on line video advertisement. </li></ul>Web & beyond
  16. 16. Our Partners Brands & Agencies: We work with national brands and advertising agencies to build custom branded entertainment and campaigns designed to reach and engage specific audiences.   Talent: We partner with numerous up coming actors, writers, directors and producers, to create high quality original programming for digital platforms. Our goal is to provide low cost intellectually provocative work that delivers the &quot;aha&quot; response with a transformative experience.   Digital Distribution: Our syndication network enables us to reach millions of consumers. Our partners include the top video sharing, social networking, peer-to-peer, on-demand subscription and mobile video programming. Web & beyond
  17. 17. Our proposed original web series Web & beyond
  18. 18. WHAT MAKES INVESTING IN INBOX LIVE UNIQUE? Inbox live works with brands and content creators to pitch new media formats that can extend content to create ancillary revenue options or sponsorship opportunities that can better position ideas for greater revenue opportunities. Web & beyond
  19. 19. Data credit Web & beyond
  20. 20. Web & beyond 505, Acme Industrial Park, I B Patel Road, Off W E Highway, Goregaon (E), Mumbai-400063 40035 285 / 7 / 64526 468 Vandana Sethi 9820214287 Agrodut Chatterjee 9930752715 Jaydeep 9702086970 [email_address]