Beruflich Dokumente
Kultur Dokumente
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Agenda
• Address the New Model
• Results
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The New(er) Model: On-Demand
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New Reality
Nielsen adds
VOD to their ratings First ever non-traditional
platform Emmy awarded
to Live 8 on AOL.
Apple sells TV shows
iTunes 4.8 offers video
for $1.99 (ABC/Disney)
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The Old Way of TV Distribution
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The New Way… IP Delivered, On-Demand
“Inclutter
– Ad 1965, has80% of 18-49
increased year-olds in
– the US
Ratings could
have droppedbe reached with three
–
60-second
Fewer than 10% of
TV spots. In 2002, it
required
consumers 117
say thatprime-time
television ads influence
commercials
their to do the same.”
purchase decisions** Source: *Nielsen Media Research, 2006
**Forrester Research, 2006
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Multi-Platform Messaging
Unparalleled reach
Broad scale
+
Lean-forward environment
Direct link to brand, continuing consumer
conversation
Deep inventory
Uncluttered, yet limited inventory
One-way, multi-touch consumer
relationship One-to-one consumer relationship
Large screen, high-quality messaging Video + interactivity & custom creative
elements
Viewer loyalty & engagement
Real-time campaign performance,
opportunity to track & optimize
Additional engagement—users virally sharing
great content with friends
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The US Ranking
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Spend Projections
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Defining the Digital Video Options
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What is Digital Video?
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What is In-Stream Video?
• An online streaming video experience similar
to linear TV models that can offer
• Pre-roll creative runs prior to user requested
content
– Also available in mid-roll and post roll format 15 OR 30 SECOND SPOT
• Coupled with a companion ad unit
(standard or rich media banner) that
adds interactive functionality
• Commercial cannot be fast forwarded
• Sold on impressions, not GRPs
• Commercials run one per pod
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What is In-Banner Video?
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A Handy Reference
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Advertising Examples
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Advertising Examples
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In-Stream Video: Pros/Cons
Pros Cons
• Extends TV reach and ability to penetrate at-
work audience • It’s still just a commercial
• Reaches captive audience awaiting desired • Limited targeting (compared to other online tactics)
content
• Allows for higher composition media buy • 3rd party ad serving not always supported
(where available)
• Allows for interactivity via companion units • Video Ad length effectiveness not well understood
Industry Examples
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Low Involvement
• “Traditional” advertising within Video Sites (i.e. banners, logo
placement)
• In-Video Overlays (small ad banner that pops up on bottom of video
player while content plays)
Medium Involvement
• Exclusive internet produced spots to be included in ad campaign or
seeded within video sites
• Includes pre-roll placement
• Relevant or irreverent (viral) content is encouraged
High Involvement
• Content creation– create
USA //content that
Atlanta Boston lives
Chicago in Los
Dallas specific branded
Angeles New York San Francisco
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Low Involvement
Adobe’s sponsors Metacafe’s Director’s Cut
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Medium Involvement
Pfizer Consumer Healthcare
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High Involvement
Schick: Girl’s Guide to Dating
• A custom microsite was built for Schick Quattro
for Women by Match.com in conjunction with
Schick’s creative agency and Carat
• Match.com hired an actress and to play the role of
‘Juliette’ – a Dating Guide and filmed her giving
tips (scripted in advance with Schick’s approval)
• The role of ‘Juliette’ in the Girls Guide to Dating
microsite was to make navigating the site fun and
to provide a human element throughout the
microsite
• ‘Juliette’ was present across the website and gave
users Dating Advice, First Date Tips, and Tips on
Relationships
• In addition to this, other videos were present such
as: humorous dating scenarios with Juliette
interjecting and providing advice
• In its first month, this site received 3.8MM hits
visit www.girlsguidetodating.c
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TV360
(TV + Online)
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TV360 | Benefits
• Incremental Reach
Adding Online to a TV program delivers a whole
+
new set of highly engaged consumers
• Enhanced Results
Adding Online increases brand metrics lift by 15-45%
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TV 360 | Example
Video
Broadcast + .com + Streams + Syndication + Partners
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Internet Dominates the Purchase Process
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Understanding the Audience
Who’s watching this stuff anyway?
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BB Access at Critical Mass
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The Broadband Effect
• Time spent online increases dramatically for broadband users
• Broadband users are much more likely to bank online, and to research
financial products and services online
15.8 15.7
12.4 hours hours
10.7 hours
hours 9.1
7.5 7.6 8.1
hours hours
hours hours
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Internet Video Continues To Grow
Source: Arbitron/Edison Media research Internet and Multimedia 2005: the on-Demand
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Viewing Frequency
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Internet Video “Primetime” Is Actually Early Fringe
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Consumer Tolerance
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40
21.4
18.5 19.1
9.8 10.3
Source: DoubleClick Rich Media and Video (Klipmart) campaign benchmarks, 30 and 15 second ads only, June-
Sept. 2006
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The “Engaged Viewer”
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The “Engaged Viewer”
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The “Engaged Viewer”
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Reviewing the Content
What are they watching?
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What Type of Video Content is Accessible?
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Four Types of Content
• Repurposed Content
• Original Content
• Syndicated Content
• User-Generated Content
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Source: Online Publishers Association, “Online Video Advertising, Content *eMarketer “Women Online: Taking a new
and Consumer Behavior: June 2007; look”, March 2007
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What and Where
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Delivering Results
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0.74%
0.47%
0.40%
* Note: It is DoubleClick’s supposition that the high click-rates on the floater format is due in significant part
to consumers attempting to close the units and missing the close box.
Source: DoubleClick Rich Media and Video (Klipmart) campaign benchmarks, on-page plus in-stream ads, June-Sept. 2006
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Causing Action
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Benefits to Marketers
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Qualitative Effects
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Performance by Format
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Performance by Frequency
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Enhanced Results
• The TV360 model delivers impact beyond what either medium can
deliver alone Online Only TV Only TV 360
16.8% 16.6%
14.1%
13.3%
11.8% 11.7%
11.4%
10.7% 11.0%
8.5%
4.7% 5.0%
14.1
13.3
11.8 11.7
11.4
10.7 11.0
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A Shift in Planning
Source: Arbitron/Edison Media research Internet and Multimedia 2005: the on-Demand
Media Consumer
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A Shift in Video Creative
• Marketers need to consider the potentially disruptive nature of video
placements and tune content to web constraints
– Optimize the quality and composition of their creative for web delivery
– Be conscious of Codec compression and video file size implications on streaming
speeds and picture output quality
– Images and scenes need to be simple and uncluttered to best be interpreted within
small screen spaces
– Elaborate lighting effects and excessive panning, zooming, and camera movement
should be minimized to avoid pixelation or blurring
– Editing transitions, such as long cross fades and dissolves, should be avoided
– Overly complex audio, such as ambient noise and peaking above normal audio
levels, may be difficult to decipher through PC speakers
– Text should be placed in space surrounding video so that viewers can clearly read
taglines and calls to action
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A Shift in Metrics
• Planning
– Reach and composition into psychographic audience, not just demo
• Example: “Adults who have researched purchasing new compact cars in the past
six months”, instead of “M25-34”
– Ability to deliver engaging user experience, not GRPs
• Delivery
– Impressions counted upon user initiation of the stream, time spent watching ad, and
interaction rates with companion ad units, instead of program ratings
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Best Practices | Creative Variety
• Brand Recall
– Number of creative executions had no significant effect on recall
• Brand Attributes
– 3+ creatives had a positive impact on brand attributes vs. 1-2 creatives; 3+
creatives seen as less repetitive & annoying and more entertaining
• Among those viewing 1 creative, :30s were more likely to be seen as repetitive
and annoying vs. :15s
– The threshold for repetitiveness and entertainment is 3+, while annoyance
begins to decline at 2+ creatives
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Best Practices | Interactivity
• Brand Recall
– Among ads with branded canvases, those with complex
interactivity (e.g. playing games) generated significantly higher
recall than ads with simple interactivity (e.g. choosing your ad)
• Brand Attributes
– Ads with branded canvases (vs. those without) were more likely to
be seen as entertaining and less likely to be seen as repetitive
• Respondents viewing ads with branded canvases were also
more likely to rate their experience on the NBC.com video
player excellent/very good
– Respondents exposed to ads with more complex interactivity were
more likely to agree that the ads:
• Caught their attention
• Made them want to know about the brand
• Were better than advertising in other full episode players
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Best Practices | Ad Content
• Think Advertainment, not Advertisement
– Viewers are more open to enjoying the advertisements. Give them what they
want by creating ads that are entertaining as the video clips with which they are
paired. Make the advertising a part of this engagement by telling compelling
stories rather than repeating TV spots.
• Shoot more video
• Be more creative
• Active mindset equals greater action
– People who watch long form video content are more engaged with every aspect
of the experience, including the advertising. This implies that viewers that sit
down to watch a one minute clip come to the screen with different mindsets.
Consider having multiple creative units depending on the mindset of the watcher.
• Use all the units on the page as a team
– Advertising can be annoying, but it doesn’t have to be. Viewers respond to ad
formats that don’t intrude unfairly. The preference for banner ads supports this,
but banner ads can be supported by a comprehensive ad experience that ties
display ads, sponsorships, and in-video ads together in a coherent package.
• Be mindful of advertising length!
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Questions?
Comments?
Sarcastic Remarks?
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