Speed Matters in a Video World
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This document discusses speed and video advertising. It notes that speed matters for video online as users will abandon slower loading sites. It then summarizes AppNexus' progress in video technology over the past 6 months or less for both buy-side and sell-side clients. For buyers, it improved metrics like reach, CTR, and costs. For sellers, it expanded its video engineering and won deals from Google and Facebook. It invites publishers to join its video monetization revolution by breaking the speed barrier with techniques like pre-caching video ads.
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Speed Matters in a Video World
- 2. #APPNEXUSSUMMIT Speed Matters in a Video World Eric Hoffert, SVP Video Technology Michelle Smith, Senior Director Product Management
- 3. #APPNEXUSSUMMIT Speed noun ˈspēd Full, maximum, or optimum rate of motion
- 5. #APPNEXUSSUMMIT STARTUP DELAYS (SECS) 0 10 20 30 40 50 020608010040 ABANDONMENTRATE(%) +SHORT +LONG TIME REQUIRED FOR One beat of a hummingbird’s wings A single frame of a projected film An Internet user to visit a slower-loading site less often The blink of an eye A baseball pitched at 99 m.p.h. to reach the plate 100 2000 300 400 500 MILLISECONDS (ONE-HALF SECOND) 20 ms 42 ms 250 ms 400 ms 417 ms
- 6. #APPNEXUSSUMMIT TV ADVERTISING MARKET ONLINE VIDEO MARKET $9.59 Billion$172.5 Billion
- 7. #APPNEXUSSUMMIT BUY SIDE VIDEO < SIX MONTHS Audience reach of 100x vs. competitors Improved CTRs Lower cost of 30% to 50% Xaxis EMEA and Collective UK as video buyers Open Video Platform and APIs
- 8. #APPNEXUSSUMMIT BUY SIDE VIDEO < SIX MONTHS Video Deals Support Video Log Level Data Feed Exceeded first billion video impressions Top 10+ Video SSP Video reporting – by domain, size, playback
- 9. #APPNEXUSSUMMIT BUY SIDE VIDEO < SIX MONTHS And just in the last quarter: Creative Video Hosting Video Pacing Video Viewability Outstream Video Marketplace Exceeded six figures for daily video spend
- 10. #APPNEXUSSUMMIT 643 BRANDS 6,000 CAMPAIGNS 127 BUYERS 3,929 CREATIVES 82% Quarterly growth since launch 70% COMPLETION
- 11. #APPNEXUSSUMMIT SELL SIDE VIDEO < 120 DAYS Closed test with 15 publishers in the US and Europe
- 12. #APPNEXUSSUMMIT SELL SIDE VIDEO < 120 DAYS Expanded Core Video Engineering in California and NYC
- 13. #APPNEXUSSUMMIT SELL SIDE VIDEO < 120 DAYS Have won video deals from Google and Facebook
- 14. #APPNEXUSSUMMIT SELL SIDE VIDEO < 120 DAYS Verticals: Consumer Internet, news and entertainment, food and beverage
- 15. #APPNEXUSSUMMIT SELL SIDE VIDEO < 120 DAYS Test clients live in production for video monetization
- 16. #APPNEXUSSUMMIT Monetization For Publishers Of All Kinds Different Monetization Models Video Ad Serving
- 17. #APPNEXUSSUMMIT 17 Outstream Video and Video Ad Serving
- 19. #APPNEXUSSUMMIT BREAK THE VIDEO SPEED BARRIER with low latency video for publishers
- 20. #APPNEXUSSUMMIT How We Break the Speed Barrier Run Video Auctions Away from the Play Button Cache Video ad VAST XML on device Leverage HTML5 for video ad storage Set your deadlines for buyers Unwrap wrapped results
- 21. #APPNEXUSSUMMIT Low Latency Video & Video Ad Caching High speed pre-roll (small to medium publishers with short to medium form video content) High speed video ad pods (premium publishers using episodic TV)
- 22. #APPNEXUSSUMMIT How We Can Work Together to Break the Speed Barrier for All Users
- 23. #APPNEXUSSUMMIT
- 24. #APPNEXUSSUMMIT Mobile Video Web and App Monetization (iOS and Android)
- 25. #APPNEXUSSUMMIT Video SSP RELEASE HIGHLIGHTS Video monetization for publishers of all kinds Multi-screen support Breaking speed barrier We invite you to join the revolution in video monetization. Join Us. Beta Invitation for Video SSP. Contact us Video SSP targeted for GA in Q2
Editor's Notes
- Speaking Notes: If there is one descriptor to separate AppNexus video from everyone else – it is speed.
- Speed is a critical determinant to digital video success. Video uses the power of sight, sound and motion to trigger emotional engagement. For me, that engagement was intensely personal. The first time I watched a digital video clip on a personal computer it was complete and total magic. I wasn’t just watching video play from a hard drive, I had just invented with a small team what would eventually become the QuickTime video player now on hundreds of millions of Macs and Windows machines, and downloaded billions of times. Video’s incredible ability to trigger engagement only matters if your audience see’s your message - if you don’t reach today’s viewer instantly – your opportunity disappears. Every incremental one-second buffering delay for video playback results in a six percent increase in abandonment rate. If your video content takes an average of 5 second to load – you’ve already lost over a quarter of your potential audience – all before the first second of your video begins… Without near-instant access to content, today’s fickle, hyper-connected, short attention-spanned consumer will thumb to the next readily available mobile app or web content experience. Marketers know this – and require similar speed – and more seamless user experiences - before they are willing to shift increasing amounts of traditional TV spend to digital.
- Speed is also a great descriptor of our video product delivery timeline. Since the launch of our video technology [7] months ago - we have moved at an accelerated speed to build powerful, programmable video buying capabilities for advertisers: [Potential video or video endemic features to highlight]: Omni-channel support Deals Support Creative Hosting [buy side] Video pacing optimization Video Viewability [add speakers note re: Alpha status] Video Log Level Data Advanced Video Reporting – player size, domain, playback method, etc.
- Today, over 643 brands across nearly 6,000 campaigns, 127 buyers, 3929 creatives are powerfully leveraging APN video to achieve their brand and direct response objectives. [update #s for summit] As a testament to sustained momentum, buy-side video has demonstrated average quarterly growth of 82% since launch.
- Benefits of video SSP Our accelerated product delivery cadence speed continues with today’s exciting releaseour of an advanced video monetization productvideo (SSP) for product for publishers of all kinds offering. In parallel with development of the buy side video product, we’ve been testing since last fall the sell side video product with more than 15 clients in the US and Europe. In this brief period of time we’ve already won video deals against Google DFP and LiveRail and we are yet to move into general availability.: Here is what makes AppNexus sell side solution notableunique in the video marketplace: Works for all publishers AppNexus powers monetization for video publishers’ instream content and mediation for text publishers’ outstream content Support for multiple monetization models RTB: real-time auction Mediation: real-time auctions with support for mediated networks Deals: private marketplaces Managed campaigns: integrated buy and sell side campaigns Pre-bid: support for all bids across deal types (note: need to check if this is ready for prime time) Provides full video ad serving Complete 1st party first party creative video hosting and video ad serving for publishers Transcoding into renditions supporting multiple formats, devices, and network speeds[MSFT Mexico] Unparalleled video demand Benefit from unmatched demand scale from for the largest independent open marketplace for digital mediadisplay and video – including advertisers Access demand from more than 125 video buyers using AppNexus Console directly And with today’s event we are also announcing that six of the leading external video demand partners are bringing their bidders to AppNexus for video: TubeMogul, Videology, The Trade Desk, MediaMath, AdForm, and engageBDR (note: need to ensure that the external video demand partner announcement is on track)
- Benefits of video SSP Our accelerated product delivery cadence speed continues with today’s exciting releaseour of an advanced video monetization productvideo (SSP) for product for publishers of all kinds offering. In parallel with development of the buy side video product, we’ve been testing since last fall the sell side video product with more than 15 clients in the US and Europe. In this brief period of time we’ve already won video deals against Google DFP and LiveRail and we are yet to move into general availability.: Here is what makes AppNexus sell side solution notableunique in the video marketplace: Works for all publishers AppNexus powers monetization for video publishers’ instream content and mediation for text publishers’ outstream content Support for multiple monetization models RTB: real-time auction Mediation: real-time auctions with support for mediated networks Deals: private marketplaces Managed campaigns: integrated buy and sell side campaigns Pre-bid: support for all bids across deal types (note: need to check if this is ready for prime time) Provides full video ad serving Complete 1st party first party creative video hosting and video ad serving for publishers Transcoding into renditions supporting multiple formats, devices, and network speeds[MSFT Mexico] Unparalleled video demand Benefit from unmatched demand scale from for the largest independent open marketplace for digital mediadisplay and video – including advertisers Access demand from more than 125 video buyers using AppNexus Console directly And with today’s event we are also announcing that six of the leading external video demand partners are bringing their bidders to AppNexus for video: TubeMogul, Videology, The Trade Desk, MediaMath, AdForm, and engageBDR (note: need to ensure that the external video demand partner announcement is on track)
- Visual Proposal: jet breaking the speed barrier Because speed is such a critical determinant to successful digital video advertising – technology innovation that breaks the video speed barrier lies at the heart of our video technology for publishers: AppNexus is proud to unveil [introduce/demonstrate] the lowest latency video solution – a revolutionary innovation that breaks the video speed barrier and satisfies the requirements of today’s on-demand consumer.
- Visual Proposal: jet breaking the speed barrier Because speed is such a critical determinant to successful digital video advertising – technology innovation that breaks the video speed barrier lies at the heart of our video technology for publishers: AppNexus is proud to unveil [introduce/demonstrate] the lowest latency video solution – a revolutionary innovation that breaks the video speed barrier and satisfies the requirements of today’s on-demand consumer.
- Visual proposal: device mosaic or individual with multiple devices Engaging today’s always-on multi-device consumer demands technology solutions that perform equally well on the devices where they are spending an ever- increasing share of their time – mobile phones and tablets. Here is how we’re doing it: Outstream mobile video Inline autoplay video player mobile web DEMO of iPad Outstream video player DEMO of iPhone Outstream video player (TBC) Mobile app video: App SDK [DEMO of iOS and Android VAST Interstital video
- Visual proposal: race car crossing finish line with checkered flag / camera Video SSP release highlights: Video monetization for publishers of all kinds Multi-screen support Breaking speed barrier We invite you to join the revolution in video monetization latency. Join Us. Beta (or GA) Announcement for Video SSP Beta for Outstream Video