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									       Designing Video Based Content &
                           Advertising
                                   Moderator:

Nick Bolton, Head of Sales & Marketing, Viocorp

                                  Presenters:

   Kaylie Smith, Managing Director, Doubleclick

 Guy Gibbs, Head of Agency Relations, Google

       Ian Gardiner, Managing Director, Viocorp
        Designing Video Based Content &
                            Advertising

Let’s find out who’s in the session.
You are a:
a. Brand Advertiser
b. Agency Executive
c. Direct Marketer
d. Publisher /Media Owner
e. Technology Vendor
           Designing Video Based Content &
                               Advertising


Objectives of this session:

   Industry and economic overview (2Qs)

   Video Content Discussion (4 Qs)

   Video Formatting

   Case Study Examples (GG)
                 Designing Video Based Content &
                                     Advertising


Industry and economic overview

What percentage of your online advertising
 includes video?
a.   Very little – around 5%
b.   Some – around 25%
c.   More than average – around 50%
d.   Heaps – +50%
                 Designing Video Based Content &
                                     Advertising


 Industry and economic overview

Have you tried pre-roll advertising in your
  video content? Was it effective?
1.   Yes, it’s very effective
2.   Yes, it’s somewhat effective
3.   Yes, it wasn’t effective
4.   No, we haven’t tried pre-roll
              Designing Video Based Content &
                                  Advertising


 Video Content Discussion

   Can you watch video content at your office?
    1. Yes
    2. No
             Designing Video Based Content &
                                 Advertising


 Video Content Discussion

   Have you uploaded User Generated
   Content from your computer?
    1. Yes
    2. No
             Designing Video Based Content &
                                 Advertising


 Video Content Discussion

   Have you paid or subscribed to to watch
   video content?
    1. Yes
    2. No
             Designing Video Based Content &
                                 Advertising


 Video Content Discussion

   Do you have video content on your website
   or your Intranet?
    1. Yes
    2. No
   Designing Video Based Content &
                       Advertising




Guy Gibbs, Google
                                           Designing Video Based Content &
                                                               Advertising
       Online Video Viewing is becoming mainstream

46% of Australian Internet users view video online
                                                           •60% of
                                                            Australian
                                                            Video Views
                                                            are on


Source: comScore Video Metrix (May 2007)
               Designing Video Based Content &
                                   Advertising
    YouTube Home Page Video Ads

–    Engage consumers around your
     brand video content
       • High reach and targeted              User-initiated video ad (CTP)
          placements on Homepage,
          Category, and Search pages                                          300x35 companion
                                                                              display ad with
–    User initiated units consistent with                                     click through URL
     YouTube experience and community-
     centric philosophy
       • Preliminary tests indicate
          response rates as high as 2%                                        300x225 custom
          and consistently 5-10x standard                                     titlecard image
          click-through rates

–    Accelerate your videos on YouTube
       • YouTube Video Ads can drive
          network effects and viral spread
          of brand videos


                                             Community engagement metrics
               Designing Video Based Content &
Run of Site placements             Advertising
                      Designing Video Based Content &
                                              Advertising
            Global and local Premium Content Partners
•   Local      •   Entertainment   •   Sports   •   Music   •   News
                Designing Video Based Content &
Premium Content Pages               Advertising
               Designing Video Based Content &
Reporting & Metrics                Advertising




      •   Standard Video Ad
                                     Engagement Metrics
          Metrics
                                     1. Click to Rate
      •   1. Impressions
                                     2. Click to Channel (profile)
      •   2. Click-to-plays
                                     page
      •   3. Click-to-play Rate
                                     3. Click to Comment
      •   4. Additional Plays
                                     4. Click to Share
      •   5. % watched quartiles
      •   6. Clickthrus (companion
          ad)
      •   7. Clickthru Rate
       Designing Video Based Content &
                           Advertising




Kaylie Smith, Doubleclick
                   Designing Video Based Content &
                                       Advertising
                 Rich Media and Video
Rich Media and Video is the most effective medium for online
  advertising, yielding the most favorable brand metrics.
                                   Designing Video Based Content &
                                                       Advertising
                         Creative Technology Analysis
                                 Brand Metrics: GIF/JPG Vs. Rich Media Vs. Video
      20

                          GIF/JPG                Rich Media                Branded Rich Media                           Video

                                                        15.1




                           Delta
                                                    8.1
                                                                                   6.9
                                         5.9 6.1
                               5.1
                                                                          4.1
                      3.4                                          3.3 3.2
               2.5 2.7                                                                                                                 2.8
                                                                                                    2.22.5                    1.6
                                                                                             1.7 1.7                   1.4          1.6


        0
                 Aided Brand                 Online Ad                 Message                     Brand                   Purchase
                 Awareness                  Awareness                 Association               Favorability                 Intent

Source: MarketNorms, Q1/07, Last 3 Years; Video, 109 Campaigns; GIF/JPG, 646 Campaigns; Rich Media, 1,558Campaigns, Branded Rich Media, 547 campaigns
           Designing Video Based Content &
                               Advertising



How would rate this session:
5 – Excellent
4 – Very Good
3 – Good
2 – Could’ve been better
1 – I learned nothing

    This information will not be shown on screen.
                  Designing Video Based Content &
                                      Advertising


Please provide feedback for each speaker on the
    panel by rating 1 – 5 with 5 being excellent

1.   Nick Bolton, Viocorp
2.   Kaylie Smith, Doubleclick
3.   Guy Gibbs, Google
4.   Ian Gardiner, Viocorp




           This information will not be shown on screen.
             Designing Video Based Content &
                                 Advertising



To provide comments on this session
              please email
   Beth Etling: beth@ad-tech.com

Please mention the session title in your email.

								
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