Online Video spend has seen massive growth in UK over the last few years And I think it’s important to understand it’s current potential for advertisers In terms of numbers and scale over 15 million people will watch 200 million videos today in the UK
It’s also worth bearing in mind that video is very much hear and now And offers great scale and reach to your advertisers with over 35 million people currently viewing over 17 hours of video a month
In terms of what consumers of VOD are watching The top 10 most viewed sites are formed from a mixture of both professionally produced and User Generated content. And from Web TV’s point of view we have access to 6 out of the top 10 sites via our network. All of which are professionally produced premium content.
as well as those 6 publishers in the top 10 we are the exclusive 3 rd party publisher for all of these publishers of which are investing heavily in content.
No surprise that consumers appetite in VOD is reflected in advertising investment – with a 28% increase in the last 2 years and this trend is set to continue.
in terms of whose driving this investment Well it’s more or less everyone We average circa 80-90 campaigns a month
To date traditional pre-roll format has been the most common which is basically running brand campaigns with relevant content on relevant web sites to reach and engage with your brands target audience have got a very quick show reel to demonstrate this
Web TV recognise a need for new innovative new formats and a format that is exclusive is to web tv, and is something we own the tech for is pre roll IMPACT.
Ability to engage with user effectively after pre-roll Overlay vs traditional pre-rolls (Saab)
AK Many traditional TV advertisers only want to advertise on Broadcaster VOD services In fact despite long form content available across numerous platforms av length of video watched – 4.4 minutes ITV X Factor – mainly short form clips Short form = PC VOD Long form = TV VOD
Overall the pre-roll campaign has cut through well, raising awareness of the campaign Increases in consideration are above the average achieved by pre-roll campaigns Positive increases in consideration and perceptions of the brand have come mainly from those outside of the key target age group However, the brand has a very strong existing positioning amongst it’s competitors for the target 16-34yr old group, which has been maintained by the campaign Web TV was the most successful placement for the pre-roll campaign, with Bauer driving the majority of this positive response The pre-rolls successfully achieved significant awareness increases after only a single exposure, whilst persuasion measures were strongest after a couple of exposures Strong branding of the ads will have helped the cut through at low frequency Creative feedback on the ads was strong, although the “George” ad was the strongest performer
Opportunity to watch VOD far more readily available UGC/Networks investing in Broadcaster content – all showing the same C4, BBC archive All Broadcasters now have catch up TV services Video only destinations Traditional UGC platforms and social networks syndicating broadcaster content Most magazine and newspaper sites have video sections Portals investing in content – Premiership Highlights
Traditional TV: We ask respondents about their TV viewing habits in detail and then overlay this on the spot plan to produce a ‘Frequency of Potential Exposure’ figure used to calculate reach and frequency. The timing of the interview in relation to the campaign is also factored in. Web TV: Cookies are placed on responents’ computers which are then read when they take the survey and stored as exposure data – we use these to create FOPEs for online – or in this case specifically Web TV.
Spend figures are from Mindshare X campaign. They’re the portion of the Total TV+WebTV spend allocated to each. Reach is Total reach (not discreet) of each media as a proportion of the sum of the 2 figures – this is in order to share out the ‘exposed to both’ groups in order to make a direct comparison with spend.
89% of the total sample were exposed to any of the TV ads 9% to any of the Web TV ads 10% Were not exposed to any ads (rounding means these don’t add up to 100 but the figure tally) 81% exposed to Traditional TV and NOT Web TV 1% Web TV and NOT Traditional TV 8% Exposed to both (View in slideshow for animation)
Now going back to the reach of the campaign, when we create this chart looking just at the light TV viewer group we see lower exposure to TV and higher discreet exposure to Web TV – i.e. More people who have been exposed to the campaign only through the Web TV placement of the ad. There are also a higher number of those not exposed – highlighting the difficulty in reaching these people.
Web tv initiative pres 09th feb 2011
9 th February 2011
Contents <ul><li>The VOD Landscape </li></ul><ul><li>New VOD Ad Formats </li></ul><ul><li>Long Form Vs Short Form </li></ul><ul><li>Market Research (Incremental Reach Case Study) </li></ul><ul><li>The Future </li></ul>
To view go to www.webtventerprise.com/advertisers
Pre Roll IMPACT <ul><li>Exclusive to WebTV </li></ul><ul><li>Create brand standout & recall </li></ul><ul><li>Ideal for entertaining creative </li></ul>Delivering greater IMPACT & ENGAGEMENT for your clients
RED - IMPACT Case Study <ul><li>Standard Pre Roll - 2.53% CTR </li></ul><ul><li>IMPACT Pre Roll - 5.44% CTR </li></ul>+ 115%
Pre Roll Overlay Overlay solution developed to re-engage user <ul><li>Pop up banner messaging appears during content </li></ul><ul><li>Encourages user interaction </li></ul><ul><li>Creative can be text based or a transparent banner </li></ul>
Saab - Pre Roll Overlay Overlay developed to push brochure uptake and promote test drives <ul><li>Standard Pre Roll - 1.78% CTR </li></ul><ul><li>Overlay Pre Roll - 3.37% CTR </li></ul>+ 89%
Long Form Vs Short Form “Debate” Top 20 Sites (Professional Content) Average Time Per Video Comscore: Videometrix Oct 2009 Non Broadcast = 65% of Top 20. BBC is the only Terrestrial station to feature in ranking Average 4.4 Minutes
Understanding Short form <ul><li>118 118 wanted to increase top of mind awareness and brand consideration for their service. </li></ul><ul><li>They were keen to understand the benefits of running their brand messaging against short form content to support their broadcaster activity </li></ul><ul><li>Using Dynamic logic AdIndex, which uses control/exposed methodology they were able to measure the branding value of online campaigns. </li></ul>
Results <ul><li>By adding short form pre roll advertising to a broadcaster only campaign ,118 achieved significant increases in their brand metrics after only a single exposure. </li></ul><ul><li>Broadcaster catch up services didn’t achieve the same levels of brand uplift as short form , which suggests 118 were able to achieve greater cut through via short form pre roll. </li></ul>AdIndex Score: Normative Benchmarking of Web TV and Broadcast Brand Metric Deltas*
More Video Destinations... <ul><li>TV Broadcasters / Video Platforms / Portals / Networks / Publishers </li></ul>New Advertiser Opportunities... Driving New Video Content... TV Catch Up / Webisodes / Exclusive Short Form / Syndicated Short Form
Intro... <ul><li>DL and Web TV partnered with GroupM to measure 3 simultaneous campaigns running in 2010 on both TV and VOD. </li></ul><ul><li>We interviewed almost 4000 consumers using a combination of site served and panel based surveys. </li></ul>Lynx Scott Pilgrim 16-34 Men 25-44 Wmn Teens
Reach of the Campaigns... Web TV TV View in Slideshow mode Static Version in Appendix 3 Combined
Reach of the Campaigns... Among Lighter TV Viewers Web TV TV (71% Total) (13% Total)
If you only remember 3 things... <ul><li>Heavy and medium TV viewers are well served by traditional TV. </li></ul><ul><li>The elusive Light TV Viewers are effectively and efficiently elevated in terms of campaign exposure through the addition of Web TV. </li></ul><ul><li>An overall Incremental Reach of 5% was gained across the 3 campaigns on Web TV for Light TV viewers. </li></ul>
Advanced Targeting <ul><li>Web TV implementing new LiveRail ad-serving system to become VAST compatible </li></ul><ul><li>Web TV aligned with audience panels including UKOM and Comscore </li></ul><ul><li>Audience Science – Behavioural targeting across video platforms </li></ul>
Pre Roll Mobile In early discussion with our publishers to roll out a mobile offering
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