In preparation for advertisers requiring a greater amount of return for their AV work, iProspect's Thom Clark takes to PMI's Dome Stage for a masterclass in campaign building and measurement across video. Head over for advice on bringing audiences into the direct-response frame, as well as clarity on the relationship between awareness and return. Thom will also look at the challenges of measuring conversions on specific platforms, like the YouTube app, and how metrics like views and subscribers translate to ROI.

1. Putting an ROI Edge on your
Work with Video
Thomas Clark @_thom_Clark

2. Video
Ecosystem

3. Brand Ecosystem
ONLINE
STORE
PPC
PR
TV
RADIO
OOH PRINT
SPONS
MOBILE
SEO
EVENTSSPONS
BRAND
PSHIPS
DESKTOP
SITE
MOBILE
SITE
FBINSTA
YT TW
DM
MAG
EMAIL
G+
MOBILE
APP
SOCIAL
HELPDESK
PRIVATE
MESSAGE
PIN
LIVE CHAT
CALL
EMAIL
ONLINE
FORM
PARTNER
CONTENT
UGC
DISPLAY
PAID
SOCIAL
AFFILIATES

4. Complexities
Digital
BroadcastInfluencer

5. PRODUCT PRODUCT FORMAT PRODUCT OPTION
BUYING
MODEL
PRICING MODEL MIN. SPEND
up to :20
:20 reserve Reserve CPM/viewable CPM Varies
:20 auction Auction CPM/viewable CPM None
up to :30
:30 reserve Reserve CPM/viewable CPM Varies
:30 auction Auction CPM/viewable CPM None
up to :60 (skippable) Reserve CPM Varies
Rich media
Non-animated Auction viewable CPM None
Animated Auction viewable CPM None
Flash Auction viewable CPM None
HTML5 Auction viewable CPM None
Standard Image Auction viewable CPM None
Rich media
DoubleClick studio layouts Reserve cost per day Varies
Custom Reserve cost per day Varies
Live Reserve cost per day Varies
Video
Desktop Reserve cost per day Varies
Mobile Reserve cost per day Varies
In-stream
In-stream video Auction CPV None
App promotion Auction CPV None
In-display
In-display Auction CPV None
App promotion Auction CPV None
Ready
with multiple videos Auction CPE None
with video + images Auction CPE None
with video + maps Auction CPE None
with images (only) Auction CPE None
with retail card Auction CPE None
Custom
Studio layouts Auction CPE DE, UK $30k; all others $15k
Standard custom Auction CPE DE, UK $30k; all others $15k
eg. Masthead in Lightbox Auction CPE DE, UK $30k; all others $5k
eg. Live Auction CPE $100k
eg. Configurator Auction CPE $80k
Video ads
Guaranteed broad
reach and frequency
Display ads
Guaranteed viewability
at scale
Mastheads
Mass reach on
YouTube’s front page
TrueView ads
An engaged audience that
chooses to watch
Lightbox ads
An engaged audience that
chooses to interact

6. Planning

7. Planning Process
BUSINESS CHALLENGE
CONUSMER INSIGHT
STRATEGY
ACTIVATION GUIDELINES
SPECIALIST APPROACH
ECOSYSTEM
DATA PLAN
ACTIVATE & LEARN

8. DO
SEE
CARE
THINK
Content Compass
Largest addressable
qualifiedaudience
Largest addressable
qualifiedaudience with
some commercial
intent
STDC
AUDIENCE
AUDIENCE CONTENT REQUIRED
COMMUNICATIONS
PILLAR
Largest addressable
qualifiedaudience with
loads of commercial
intent
Current customers
GE & Family
GE & Family with
specific passions
GE & Family who
travel/are looking to
travel
GE & Family who are
experiencing Eurostar
Universal, inclusive
content. Relevant to
total audience.
Content relevant to
specific passion points
held by groups within
the wider audience
Content relevant to
the audiences in
market proposition
Content relevant to the
current customers
experience
Brand Campaign
Inform about
destinations
Offers / Incentives
Answer their questions
CONTENT ROLE (STDC)
Awareness
Consideration
Conversion
Loyalty
MEDIA
OBJECTIVE
1+ Reach vs TA
i) Scaled relevant
views /
engagements
ii) Views in quality
environments
Drive to site /
purchase /
redemption
Engagement

9. Creative Distribution Measurement

10. Creative Distribution Measurement

11. Content Strategy
Platform
Behaviors
Audience Interests
Brand KPIs

12. Knowing your audience
Travel Enthusiasts interests compare to average
Restaurants18x
Spas & Beauty Services10x
Food & Drink5x
Finance5x
Extreme Sports5x
Cooking & Recipes4x
Home & Garden3x
Arts & Entertainment2x
Autos & Vehicles2x
47%
19%
16%
11%
7%
Percent of Travel Channel Subscriptions by Format
Travel Vlogs
Official Travel Brand Channels
Travel Tours/Footage
Reviews/Tips/How-to Content
Official Travel Networks & Publications
Source: Youtube Data, March 2014, United States
Source: Youtube Data, March 2013-March 2014, Search Query Volume, United States.
Top 1,000 Travel Queries
YouTube Search
6%
6%
9%
8%
71%
71%
Of travel searches on
YouTubeare for destination
names
Google Search
58%
8%
7%
1%
26%
58%
Of travel searches on Googl
eare for specific brands or
companies
Destination Names
(Las Vegas, Hawaii, Dubai, Paris, etc.)
General Travel Queries
(Vacations, family, travel, road trip, Brazil travel, etc.)
Local Attractions/POI
(Disneyland, San Diego zoo, Eiffel tower, etc.)
Travel Products
(Hotels, flights, Bahamas cruise, Las Vegas hotels, etc.)
Travel brands
(Jetblue, Marriott, Hilton, United, etc.)
4%
4%
5%
0%
2%
4%
3%
11%
67%
7%
7%
7% 1%
4%
9%
7%
9%
49%
All Individuals Average video time per day
All individuals: 4hrs, 20min
16-24: 3hrs, 30min
YouTube
Other online video
Online ‘adult’ video
Cinema
Sbscription VOD
DVD
Broadcaster VOD
Playback TV
Live TV

13. ADVERTS ARE DISPLAYED DIFFERENTLY

14. Format Favourability
Source: Millward Brown / Ad Reaction report 2016
NEGATIVE POSITIVE
-23 49
-33 34
-29 31
-37 31
-34 28
-51 18
-60 15
-55 15
-61 14
-100 -80 -60 -400 -20 0 20 40 NET
Mobile app reward
Skippable pre-roll
Social click-to-play
Skippable mobile pop-up
In-banner click-to-pay
Social auto-play
Pre-roll
In-banner auto-play
Mobile app pop-up
+26
+1
+2
-6
-6
-33
-45
-40
-47

15. Video Experience Framework
LONG FORM / SOUND ON
CONTENT CONSUMPTION
PULL PUSH
ADVERTDELIVERY
ORIGINAL CONTENT PRE-ROLL
FEEDI WANT TO KNOW
WEBSITE VIDEOS
ONLINE CELEBRITY VIDEOS
MINI SERIES
TUTORIAL
USER REVIEWS
EXPERT REVIEWS
BROADCASTER VOD
NETWORK VOD
TRUE VIEW
YOUTUBE PREFFEREDINFLUENCERS

16. Creative Distribution Measurement

17. Prioritising Investment
Engagement in owned channels
Search volumes
Value to business
Stock levels
Product category rating
Priority for driving brand metrics
Low
High

18. Extra Reach
Optimise cross-screen investment using single
source panel data
INTEGRATED
REACH CURVE
GMP data to calibrate CCS reach curves

19. Know your formats
Video adPhoto ad Mobile Install AdLink Ad
BRAND DR DRBRAND

20. Know your formats
Unskippable & 1st Position Shoppable
BRAND
Bumper TrueView (Skippable)
DR
EngagementBRAND

21. Facebook Category & Interest Targeting is based on
data collected from your profile, including such
attributes as:
• Demographics
• Location
• Interests and Connections
Google Category & Interest Targeting is based on
data collected from Logged in users and cookies
• Demographics
• Location
• Interests and Connections
Use the Data Available to you

22. Creative Distribution Measurement

23. Understand Cross Device Journeys
Social Network
Basic Channel Grouping Pah
Direct
Social Network x2
Direct Social Network x2
Paid Search Social Network x2
Organic Search x2 Social Network
Organic Search x2 Social Network Direct x2
Social Network Direct x2
Facebook.com (direct)
Facebook x2
(direct) Facebook x2
Google Facebook x2
Google x2 Facebook.com
Google x2 Facebook.com (direct) x2
Facebook.com (direct) x2
Source Path
1.
2.
3.
4.
5.
6.
7.

24. Comparing Apples with Apples

25. 87%
83%
46%
18.5
9.5
3.7
Source: comScore MediaMetrix, Desktop and Mobile, UK, March 2015
REACH WATCH TIME

26. Measuring Brand Marketing Goals with KPIs
GOALS
TOOLS
MEASURING BRAND MARKETING GOALS WITH KPIS
Brand Marketing
Goals
KPIs to measure that
goal
Analytics
Brand Lift
Surveys
Awareness Consideration Action
Views
Impressions
Unique users
Awareness lift
Ad recall lift
View-through rate
Watch time
Favorability lift
Consideration lift
Brand interest lift
Clicks
Calls
Signups
Sales
Purchase intent lift
Views
Impressions
Unique users
View-through rate
Watch time
Clicks
Calls
Signups
Sales
Purchase intent liftFavorability lift
Consideration lift
Brand interest lift
Awareness lift
Ad recall lift
Answer to custom questions

27. Some Clarity
REMARKETINGDATA
Research
Buy
Engage
Link to more content,
e.g. videos, apps etc
SIGNAL
(looking to do what?)
BUY
(or proxy for purchase if product not
sold online)
BOUGHTENGAGE
TV FB Page Posts
YT Search
YouTube TrueView
Engagement Ads
Programmatic Click
to Play
CRM
(satisfaction)
Reassurance ads
Advocacy
Audience [Passive] Audience [Receptive] Intent Owned
Programmatic Pre-roll
Engaged
Didn’t Engage
Instagram Reach and Frequency
CAPTURE
(skippable media)
STIMULATE
(non-skippable media)
REMARKETING
REMARKETING
Answer
need
Preferred/Reservation/Bu
mper/First watch
Twitter Video

28. Thank You
www.iProspect.com