Taking Control of Your Video Strategy
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If you're simply asking, "does it work," from your video technology, you're probably working at a disadvantage. Why? Because you get what you pay for - and the inability to maximize your video inventory will most likely leave you in a dire financial position. Join Joel Bejar, VP of Sales and Account Management at JW Player, as he explains the tactics you need to take control of your video strategy.
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Taking Control of Your Video Strategy
- 1. Taking Control of Your Video Strategy Joel Bejar VP of Sales, Americas
- 2. A History of Innovation Founded in 2008, JW Player is one of the most successful open source video projects of all-time.
- 3. Our Customers 12,000 SaaS customers powered by JW 50% Of the US Comscore 50
- 4. 3 Trends We’re Watching 82% of all IP traffic will be video by 2022 Continued Growth for Digital Video Cord Cutters Turn Cord Nevers 24% of U.S. Population Age 18- 35 Never Had Cable TV $49B U.S. digital video ad spend by 2021 Video Drives Ad Spend
- 5. How can we help you take back control?
- 6. Challenge: Expanding Reach ● As a publisher, I need to be present on OTT, given both audience and advertising trends. ● However, I do not have the knowledge, money and time to build and maintain my own OTT apps.
- 7. Introducing OTT Apps Reach your audience on Connected TV devices with full-service, ad-supported apps. iOS & Apple TV Roku Fire TV Android
- 8. Introducing OTT Apps Ingested >1000 movies Published to 5 platforms ...in less than 4 weeks
- 9. Challenge: Increasing Engagement On average, clients interviewed stated 60-70% of their articles have no video and this is potential ad revenue they’re losing. ● As a publisher, I do not have the time or resources to embed a video into every single article. ● As an editor, I do not know what the most contextually relevant video is for a given article.
- 10. Automatically embed contextually relevant videos into every article on your site. Introducing Article Matching Page Contents Relevant Videos
- 11. 19% increase in Video Plays across the entire site in plays across all sites 33% increase in ad impressions No Article Matching Article Matching Original Article Billionaire David Koch Stepping Down From Business and Political Roles Stone Says He Is ‘Falsely Accused, Will Plead Not Guilty’ Introducing Article Matching
- 12. Challenge: Monetization As a publisher, I want to get the highest CPM possible for every impression and I want my programmatic partners to compete with direct sold line items. ● As a publisher, I want to grant first look to all my demand partners simultaneously. ● As a publisher, my header bidding solution is riddled with adapters that slow down my page.
- 13. Introducing Video Player Bidding (Open Beta) Enabling multiple bidders directly within the player, increasing both fill rates and CPMs.
- 14. UP NEXT: Real Time Alerts Challenge: Publishers are losing 5-20% of ad fill due to errors, which they find out next day. Solution: Ad error anomalies are reported in real time, including specific mitigation steps.
Editor's Notes
- Welcome - thanks for having me I’m Joel Bejar - head of sales here in the Americas. There’s been a lot of chatter about getting off of platforms like YouTube given all of the controversy and I wanted to take a minute and talk about how we help media companies take back control of their video strategy from these platforms to better understand your audience and monetize. Transition: For those of you who don’t know us….
- JW Player is one of the original digital video platforms out there. We were founded in 2008, and created in the dorm room of Jeroen Wijering (the JW in JW Player). Over the last decade there’s been a history of innovation at JW Player … From VAST to Connected TVs / OTT to now bringing advertising demand directly to the video player with Video Player Bidding… the world of digital video has gone from 0 to 60 in just under a decade. Transition: And over those years we’ve been trusted by some of the leading media companies and brands...
- Today, we are Trusted by Thousands of customers and Leading Brands & Media Companies around the world Segway: And these brands, see what we see a Massive Opportunity in Digital Video and so do we… as we look to create the future of video
- And that future, for all of the headlines, looks bright! Digital video is going to be 82% of all traffic on the internet by 2022… ad spend is sky rocketing and the kids aren’t turning from “cord cutters” to never even having a cord to begin with. Transition: But with this massive opportunity, you can’t just throw your inventory up onto YouTube and hope for the best! You need to control your own O&O, you need to have the right video tech that allows you to make the most of ever play and view!
- So how do you do that?
- One of the major trends we were watching - folks moving away from cable to OTT. However, one of the major challenges that we hear from our clients is that getting onto OTT (both connected TV and mobile) is it’s too expensive, and too much work for all of the different device types. Transition: So we recently rolled out a solution that would fix those two major issues…
- The fragmentation of the OTT market is tough - but having one centralized partner to build apps for the various platforms in just a few weeks is crucial. Transition: One client who has seen tremendous success already is… Gravitas Ventures
- For those of you who are not familiar - Gravitas Ventures launched its streaming service Gravitas Movies in March. The 13-year-old distributor has a massive catelog of movies for lovers of independent film, offering a 1,000-title catalog of commercial-free films with new movies added all the time. We were able to upload those across 5 different platforms in less than 4 weeks. Transition: The other next big challenge we hear from clients is…
- That they’re not making the most of their video inventory. Digital video is expensive and time consuming to make. Doing a survey of our clients we found that 60-70% of articles didn’t have a video associated with them. This was a huge miss in both engagement and ultimately revenue for them. Many times this was driven by the fact that editors, reporters, or producers would need to manually find and upload these videos to each individual article page. Transition: So we looked to automate this process for our clients…
- To do this we developed Article Matching, which automatically embeds a relevant video into each one of your articles based on the text of that article. Using proprietary technology we were able to identify the contents of the article - so if there’s an article about the Warriors losing the NBA finals - we’re able to insert a relevant video about Steph Curry. Transition: One good example of this was national review…
- The National Review has a massive library of videos and by adding article matching they saw almost a 20% increase in plays and a 33% increase in ad impressions. Transition: The final challenge that we hear a ton is the question, but how do I make more money?
- Folks are looking for higher CPMs and better fill rates for their programmatic inventory. But with so many ad tech partners, this process can be complex - and I’m sure there are a ton of vendors here saying they can optimize your inventory… Transition: Well we thought - why not just directly connect advertisers with our premium publisher clients through the player they’re already using?
- So we developed Video Player Bidding, which bring easily brings now 4 demand partners (SpotX, PubMatic, Telaria & EMX) to the doorstep of our clients, enabling for a competitive market place where folks are bidding on inventory -- and all our publishing clients need to do is hit a button. We’re currently in private beta with this solution, but so far we’ve seen great results where advertisers are happy because they’re reaching top publishers and media companies are happy b/c they’re increasing both fill rates and CPMs… Transition: But as we’ve seen over the last decade, we can’t just stop at what’s happening now… we have to keep pushing the boundaries. So I wanted to share one more solution that’s coming down the pipeline.
- Many times our clients get ad error reports - where they are literally losing money because of a technical problem. These errors usually are very slow to get resolved. So we’re developing a solution that pushes to our clients, not only the error that’s happened via Slack, email, and mobile notification. BUT we’re also adding what next steps you would need to take to fix that error. Ensuring that media companies aren’t leaving dollars on the table because an ad can’t play. Transition: We are consistently looking to create the future of video for our clients and feel like these solutions can be incredibly helpful to media companies who are looking to take back control of their video strategy.
- Thank you all for your time and if you’d like to chat more about any of these find me afterwards - have a great rest of the conference!