The document discusses the rise of online video and its importance for both consumers and brands. It notes that online video usage is growing rapidly, especially among younger demographics. Brands can benefit from video by using formats like video ads, product placements, and sponsored video content to drive awareness, engagement, and sales. Measurement of online video is evolving to better track metrics like views, time spent, and referrals.

1. The New Online Frontier and Video

4. For the consumer: Consume content (reading) Participate in content (rating) Creation of content (publishing) Organizing content (RSS feeds) For brands: eCommerce Community Expand points of contact Attract new prospects

5. Decade of technology evolution 1993 1998 Information Wave Access 2003 Distribution & Communications Wave Transact 2007 + Networking Wave Communicate Social Media Wave Participate

6. Revolution of consumer power driven by a major generation change Want user friendly, plug-and-play technology Television, cable TV and internet important Baby Boomers (72 million ages 41 – 59) Generation X (43 million ages 27-45) Generation Y (60 million age 12 – 28) Near universal PC, mobile phone use Multimodal communication – voice, video, text Music, mobile TV, video, multi-layer 3D gaming Larger & more dependent on portability & connectivity of mobile devices Want fast, seamless, top-of-line technology Use handhelds, portable devices; play video games Like to cocoon when traveling

7. Online travel-related research outpaces actual online buying by two-to-one - websites must attain and keep visitors - video is one way to accomplish that. The Conference Board Consumer Research Center - 2007 survey of 10,000 households nationwide. 83%+ of travellers in the U.S. use the Internet to research or book travel Prospectiv 2006 nationwide Travel Poll. Average US viewer watches 68 videos online a month, or more than two per day. Podcasting News, September of 2007 Two-thirds of online adult leisure travellers consume online video and audio clips. 2007 Travel Industry Association, TravelHorizons study The statistics

8. Video will generate 30% of Internet-based traffic by 2011 ; 9% in 2006 Cisco Systems - quoted in The Wall Street Journal, Aug. 14, 2007 Video reaches beyond the youngest demographics The 35-44 & 45-54 age groups are equally as likely to view online content as the 18-24 age group. Burst Media’s 2006 nationwide survey of online video viewers The statistics

9. Monetizing Video Product Placement Advertiser Funded Video Mobile Video Video on Demand (VOD) Joost, Sky1 In Stream Video in-video in-content

10. Online Video Ads Mainly Drive Site Visits; Some Purchase 44% of users have taken some action after viewing a video ad

11. Video Activities by Gender and Age High propensity to share and distribute video content across all demographic groups

12. Video Ad Formats 1. In-Video advertising Pre-Roll: before content stream (:15 and :30 seconds) Mid Roll: during content stream (:15 and :30 seconds Post Roll: after content stream (no limits) Overlays Ticker Ad During video playback a unit Launches at the bottom of the player During video playback a unit Launches at the bottom of the player Roll Based Ticker Ads Overlays

13. Video Ad Formats 2. In-Content video advertising Banner to Video Expandable Video Overlay Video Banner (468 x 60) In Text Video Advertising Video Subsites Video ad appearing on or over the content of a site

14. Kraft Crystal Light Video Campaign Case Study Kraft Video campaign ran across three months, across social media, entertainment and lifestyle sites Brand impact study conducted by Kraft and Dynamic Logic revealed campaign raised awareness of Crystal Light by 21%

15. Hilton Maldives Video Case Study Web Liquid arranged for the Hilton Maldives Resort to be the first hotel participating in Tripadvisor’s new online video features. Video (11 minutes long) has been played 11,673 times to date and rated a 4.5 out of 5 by viewers. Prior to the 2006 Travelers Choice Awards, in which the property was selected as the Best Luxury Hotel, Web Liquid and Trip Advisor submitted video to ABC in Chicago One-minute features was aired live during the news broadcast

16. Measuring Video Panel Based Measurement Nielsen VideoCensus – a US based panel based measurement service leveraging content-tagging. VideoCensus will measure: Cached video content streams Peer-to peer video streams Digital rights-managed (DRM) video streams Ad Serving Tracking video streams through third party ad serving. Key metrics include: Time Spent Clicks Traffic to Site Unique Streams

17. Relevant Points of Video Distribution Videos YouTube Google Video Yahoo Video Turnhere.com Travelistic.com Tripadvisor.com Hotels.tv Zoomandgo.com Travelchannel.com LHW.com (Leading Hotels of the World) http://www.webwereld.nl/articles/47700/youtube-vows-to-protect-video-makers-in-invideo-ads.html Single Site Distribution Points Network Distribution Points Egg Network 20M video streams a day 75+ social media sites Brightcove Advertising.com