This document discusses the need for improved online video measurement and analytics. It outlines current reporting practices that vary widely across platforms and providers. The document proposes a "roadmap" for standardizing key metrics that should be reported, as well as "nice to have" and "dream to have" additional metrics. Examples are provided of best-in-class reporting deliverables, including dashboards, site-side reporting, and syndicated monthly video metrics. The goal is to provide consistent and comprehensive analytics to help digital media buyers.

1. what is analytics?!
9.26.08: an integrated media view of online video measurement.!

2. agenda
A bird's eye view of the state of emerging media and online
advertising analytics, a pov on gaps and long term needs, and
best-in-class components to consider:
Online and Emerging Media Resources:
Access to a team of ad agency /media professionals with extensive experience across
digital ad campaign strategy, audience-demographic analytics, online-ad tracking and
optimization, TV broadcast buying, and VOD-emerging media vendor management.
Initial Market Assessment: !
Reporting of the "state of the industry" with an overview of current tracking and analytic
practices. Providing a written top-line to discuss observational point-of-view
Reporting examples where possible, but focus will be downloading you on the media/
client POV and needs.

3. Four Uses, One Priority
Audience Demographic Insight, Validation For Sales Development
PROOF OF CAMPAIGN PERFORMANCE"
FOR SPONSORSHIP PROSPECTS"
Program Optimization for Production Teams"
Existing Shows, Future Development
Distributor Performance and Audience Delivery Tracking

4. what do we need to do?
scale for future
set the bar higher
help people “see” the insights
reduce tracking/planning complexity

5. how do we succeed !
with media people?

6. make them the hero

7. give them a solution

8. what are they living with?

9. Managed Chaos
Time is short, workloads high, focus limited
• 10-20 new companies cold calling digital buyers every day
• Communications plans replacing media plans and messaging
strategies
• Balance of turn-key solutions when cookie-cutter, re-purposed
work will not cut it
• Agency roles/points of contact vary by shop and perspectives/
factors vary by person

10. Pressured Environment
Clients pressuring agencies
• Use data-driven targeting to minimize waste and accountability in
results to optimize
• Thinking “reach and frequency”, knowing something’s missing...
Agencies seeking engagement metrics
• 18-month CMO and commoditization of relationships
• Seeking buzz-worthy opportunities, innovation required in every
plan (at the expense of doing what’s right)

11. Chaotic Changes
Media metrics and planning shifting from entrenched
practices:
• Shift away from targets being seen as a demo; more to behavior/
attitudinal selections
• Fragmentation though media consumption up on the whole
• Non-monetizable, non-commercial vehicles consume their time
• Brands getting personal and some met with skepticism, others
embraced
• Relevance versus Reach struggle

12. Opportunistic Outlook: Online Video
Huge value to video media: power of sight,
sound, motion
• Emotional capabilities in a longer-form
• Familiarity to clients!
Importance of the consumer experience and
advertiser association
• Obtrusiveness of advertising, relevance to viewer
• Viewing experience
• Video quality

13. Current Uncertainty: Online Video
Complexity and unknowns
• What’s simple, relatable and adaptable sells
• Lack of standardization in offerings, ad platforms, reporting!
Varying business models, with bulk of focus in ad-
supported, pre-roll environments or overlay ads
• Confusion and fragmentation stalling progress

14. what do they expect?

15. great content, multiple ad units,
managed execution, the right
audience, right pricing, etc.
(but no deal if you can’t show!
the numbers, deliver on back-end.)

16. big promises, poor delivery

17. disparate reporting!
no consistency

18. sales job

19. business story(intro)
black box

20. what do they have…!
what do they need?

21. Benchmarks
Viewership up significantly, skewed by environment
142MM unique viewers monthly online
• Google represents 92MM !
11.4b videos viewed monthly online
Google represents almost half of those – 5.04b !
235 minutes per viewer monthly
• 2.9 minutes per average viewer!
Full episode players skew female / short form skew male (Jupiter)
Gender gap between ages 25-44 (more men than women)
• Product of content historically offered online (male-focused)
• Men navigation focused (search), Women direct (specific property)

22. Current Reporting Practices
Reporting varies widely across platforms (online video, VOD, mobile) and
providers within each platform
• Site side, server side, distribution channel, etc.
Capabilities for richer metrics are available, but not always included in
reporting
• Differences in metrics priorities, sensitivity / knowledge of what advertisers want / need
Below are baseline metrics typically offered by each platform
"Expected" / Current Metrics
ONLINE Video on Demand MOBILE
Total Impressions Total VOD - enabled HH universe Impressions
Unique Impressions Total Set top box views Clicks
Average Frequency Unique Set top box views WAP visits
Share of Voice Orders by DMA Data by carrier
Click Thru Rate (by ad element and overall) Time Spent with video Opt-ins, sign-ups, etc.
Time Spent with overlays/video, etc. Linear :30 impressions (promo units)
Metrics by Creative Element
Expect to see reports on a monthly basis

23. Discovery Process

24. Key Media Process Points

25. Reporting Roadmap
Must Have / Expected
Nice to Have
“Dream to Have”
- Accepting Agency Tracking - Viewer “trick-play”" - Unique Impressions
tags
(pause, play-back, etc.)
- Total Impressions
-
- Proprietary “Engagement Factor”
recency
frequency, loyalty,
Average
- Share of Voice
- Custom reporting based on - Time of day, day of week & other
- Clicks generated
advertiser’s needs
trending data
- CTR (Overall and by ad unit)
- Advanced custom studies; - Performance by IP address data
correlating advertising impact on
- Time Spent by ad unit
actual reported behavior
(Geography/Browser/ISP)
- Metrics by Creative Execution
- Single customer view
- Site Research (traffic, trending,
usage, user base, time spent,
- Demographic Metrics by any - Single reach, frequency value x- content ranking, composition)
segmentation purchased
platform
- Viral, pass-along activity
- Cost factors associated with all - Performance by Registration data
- Content / content genre / format
metrics (CPM, CPC, etc.)
- 3 screen impact
popularity / ranking
- Monthly and/or post-campaign - Common metrics / language
- Referring sites or data by
reporting
- Email or Mobile Alerts
syndicated partner
- Dashboard capabilities
- Custom studies (user interaction
with content/ads, attitudes)
- Real-time results
- Historical case studies
- Advertiser accessibility
- KPI metrics benchmarks
- Optimization
- Custom reporting windows

26. Third Party Tracking
Third-party ad-serve (Atlas, DoubleClick, etc.):
• Interactive RFP management tool
• Creative warehouse and trafficking center
• Independent campaign auditor (impressions, clicks, pricing structure,
spend) for campaign tracking and billing
• Campaign data warehouse and reporting system

27. 2.) As ESPN page loads,
ESPN calls 3rd party ad
server for an advertisers ad How Third-party Tracking
1.) Consumer
visits web site
works
(ESPN.com)
3.) Ad-server view IP
addresses and determines
the appropriate ad to serve
based on any targeting
criteria
Atlas
Servers
4.) Server delivers banner
to ESPN and counts the
impression
When banners are delivered:
• Impressions recorded
When consumers click on banners
• Users cookied
• Clicks are recorded
• Post-impression Action Tag activity • Post-click Action Tag activity data can be
data can be collected
collected

28. Reporting Examples
Full Post-Analysis outline
Dashboards
Site side reporting
Monthly Syndicated Video Metrics
Server side reporting
Original Program & Demographic
reeboot reporting concepts

29. BEST IN CLASS REPORTING:
• 23-page spiral bound report including a CD with supplemental information.
• 4 page Executive Summary
Background
• Overview of ad units & type of inventory
• Review of partner creative (1pg)
Overall Data:
• Total Unique Viewers by Region by Month
• Total Unique Viewers by Region % of total
• Unique Viewer Month-to-Month Growth (% increase/decrease)
• Number of Sessions per Unique per Region per Month
• Number of Sessions per Month per Region per Month
• Time Spent per Unique per Region per Month
• Time Spent per Month Total per Region per Month
• Hours of Available content
• Hours of Content by Genre and Channel

30. BEST IN CLASS REPORTING: (cont)
Campaign Data:
• Review of Monthly reports delivered during campaign:
• Impression delivery by inventory element/ad unit
• Audience size
• Share of Voice
• Click-Through Rates
• Geographical Breakdown
• Impression delivery by content channel
• Total impressions delivered by ad unit over campaign
• Campaign reach (raw) and frequency
• (Note: also added a multiplier to account for co-viewing to achieve!
a “true reach” number)!
• Delivery Summary of Impressions, Clicks, Frequency by Month

31. BEST IN CLASS REPORTING: (cont)
Third Party Verification and Supplemental Data:
• Results from third party study conducted simultaneously !
(7 pages included in report; full results on CD) which included:
• Brand Awareness
• Advertising Receptivity & Effectiveness
• Product Usage & Experience
• Demographics
• Technographics
• Plus advertisers could include custom questions in the study
• 5 page summary on improvements, roadmap and opportunities for!
additional participation

32. Dashboards

33. Dashboards

34. Dashboards

35. Dashboards

36. Dashboards

37. Dashboards

38. Dashboards

39. Site-Side Reporting
Total Impressions
Start End
Ad Unit Site Section Campaign Delivered to Delivery Index
Date Date
Impressions Date
320x240 Pre-roll
Site A RON 1/1 8/31 14,476,774 15,290,575 106%
Video
-
300x60 Companion
Site B RON 1/1 8/31
Unit - -
-
300x250
Site 3 RON 1/1 8/31
Companion Unit - -
Total
Impressions 14,476,774 15,290,575 106%

40. Syndicated Monthly Video Metrics

41. Server-side Reporting

45. reeboot strategy
reeboot strategy!
web & broadcast analytics benchmarking 9.26.08