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Simple Agency Online Video Advertising IAB Seminar 2012

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Evoluzione Online Video Advertising, dall'@lternative TV ai nuovi modelli di erogazione. Presentata allo IAB Seminar Video 2012

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Simple Agency Online Video Advertising IAB Seminar 2012

  1. 1. Digital Video Advertising:le chiavi di successo della TV di domaniMarco Caradonna[Simple Agency]
  2. 2. Un percorso di innovazione e esperienze acquisite… Evoluzione Nasce Nuovi formati Online Videol’@lternative TV @TV @dvertising 2009   2011   2012   TV di DOMANI!
  3. 3. Nel 2009 tutto parte da alcune semplici intuizioni…•  L’utilizzo del formato audio-video per riuscire a trasferire emozioni•  L’implementazione di un format unico e riconoscibile su tutti gli editori per semplificare l’erogazione•  Il presidio di home-page e web mail con un formato video per integrare l’audience esigua generata dai canali di video streaming•  L’uso dei sati Audiweb per la pianificazione e la quantificazione dei GRP•  Convenienza economica del costo GRP
  4. 4. Ottobre 2009: nasce l’@lternative TV
  5. 5. Le metriche sono sorprendenti•  Tasso di View Through: 63% [63 utenti su 100 vedono interamente i 15’’ del video]•  Tasso di Click Through: 4,30% [43 utenti su 1.000 cliccano il video, mediamente è di 1 su 1.000]•  Tasso di Sharing: 0,45% [4,5 utenti su 1.000 condividono il video pubblicitario]
  6. 6. Ma alcune non sono corrette…
  7. 7. Nuovo formato @lternative TV 2011
  8. 8. Le metriche di View Through ora sono corrette…•  Tasso di View Through: 53% [53 utenti su 100 vedono interamente i 15’’ del video]•  Tasso di Click Through: 4,57% [45 utenti su 1.000 cliccano il video, mediamente è di 1 su 1.000]•  Tasso di Sharing: 5,79% [5,8 utenti su 1.000 condividono il video pubblicitario]
  9. 9. Anche per Lead Generation Call  to  Ac-on  e     Lead  Genera-on  
  10. 10. Una questione di “placement” (posizione)•  La posizione del formato pubblicitario gioca un ruolo determinante sulle metriche della campagna Video Online
  11. 11. Non esiste una durata ottimale…•  La durata è strettamente correlata alla capacità del video (creatività) di riuscire ad ingaggiare l’utente e trattenerlo per tutto lo spot 80%   Numerosità  visualizzazioni   70%   60%   15’’   50%   43%   40%   30%   20%   34%   30’’   10%   0%   1/4   1/2   2/3    1     Progressione  della  fruizione  del  video  
  12. 12. Permangono però dei punti deboli…•  Ampio utilizzo di format simili anche da parte di altri attori del mercato•  Diffusione del formato espandibile e overlay•  Attivazione automatica dell’audio (mouse-over)•  Assenza di un controllo di frequenza cross-property sull’utente (capitano anche 3 esposizioni a sessione dello stesso formato) Eccessiva Intrusione per l’Utente
  13. 13. E “il Web non è la TV…” Infatti! Perché…E’ la TV che è sempre più Online!
  14. 14. La TV che è sempre più Online…•  Il collegamento degli “schermi” ad Internet segna una svolta epocale, soprattutto per la Video Advertising! Adver-sing  distribuita   Adver-sing  Online   Logiche e modelli dell’Advertising Online di oggi sono sempre più le basi della TV di domani
  15. 15. Simple Online Video @dvertising•  Un nuovo servizio per la gestione dell’Online Video Advertising •  Semplifica la complessità di pianificazione e di erogazione del Video Advertising multi device attraverso un unico strumento •  Riduce considerevolmente l’intrusività per l’utente •  Sfrutta tutti i vantaggi dell’Online e dell’@lternative TV Simple Online Video @dvertising
  16. 16. Simple Online Video @dvertising: le innovazioni•  FORMATO meno invasivo •  Utilizzo principale di formati in-stream (pre-roll, mid roll) •  Possibilità di “skip” garantita per l’utente nei primi secondi •  Erogazione centralizzata multi device con format unificato•  TARGETING di precisione •  Acquisto in Real Time delle view in target •  Possibilità di targeting geografico rvoluto•  CONTROLLO E MISURAZIONE •  Misurazione in tempo reale delle view effettive •  Controllo della frequenza di esposizione sul singolo utente•  MODELLO COMMERCIALE basato sui risultati •  Applicazione del modello “CPV” (cost per view effettiva)
  17. 17. L’Online Video Advertising diventa una priorità nelmedia mix•  I vantaggi offerti dall’Online Video Advertising sono tali da ribaltare le logiche di pianificazione e composizione del media mix•  Non è più il “mezzo” che conta ma la modalità di erogazione e distribuzione dell’advertising•  E’ sensato partire dalla modalità più efficace per poi incrementare copertura e pressione con i modelli tradizionali Reach  %   Investimento su Advertising tradizionale Investimento su Video Advertising Online GRPs  
  18. 18. L’Advertising Digitale conduce irrimediabilmenteverso una nuova equazione… PUBBLICITA’   PRECISIONE   COSTO  UNITARIO  
  19. 19. Grazie.Riferimenti Relatori:Marco Caradonna (CEO Simple Agency) marco.caradonna@simpleagency.it

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