Videology
- 1. REVENUE REALITIES OF ONLINE DISPLAY The Video RTB Perspective Michael D’Ambrosio Publisher Services Manager 16 November 2012
- 2. “RTB is a paradigm shift… it’s a foundational evolution that sets a new standard for buying.” (Forrester Research) 2
- 3. RTB DISPLAY VERSUS VIDEO WHY IS VIDEO SO FAR BEHIND? Display Video Significant availability of both Supply constrained, Supply tier 2 & increasingly premium particularly for premium Greater emphasis on high Greater emphasis on flighted, Optimization frequency retargeting & guaranteed delivery against prospecting. Direct Response. reach / frequency targets. Branding Tool Mature industry standards for Still challenges for standardizing ad Standards exchange-based display serving responses, formats and transactions players 3
- 4. RTB VIDEO WHEN IS RTB USEFUL? Custom Time-Sensitive Cost-Efficient Audiences Campaigns Reach Leveraging RTB to facilitate delivery of a Using flexibility of Delivering high- targeted segmentation RTB to manage reach, low-cost plan which requires short bursts of campaigns access to flexible supply inventory sources e.g. Access exchange based demand to deliver cost efficient reach 4
- 5. THE PLAYERS IN RTB VIDEO WHAT’S THE RIGHT SOLUTION FOR YOU? Demand Side Exchanges Supply Side Platforms Platforms Advertisers Publishers 5
- 6. GETTING READY FOR RTB WHAT CAN YOU DO? Content is the foundation of Value 6
- 7. GETTING READY FOR RTB INVEST IN CONTENT 7
- 8. GETTING READY FOR RTB USERS’ LOYALTY CAN BE MEASURED Synergy between ads and content drives results 85% I expect the ads on Marie Claire to be of a higher quality than portal sites Content of the ads was matched to the content of the sites How do you put a value on trust? +71% uplift in brand association x2 uplift in purchase intent +69% uplift in brand favourability Exposed vs. Non-exposed results Source: IPC Media AdPace research 8
- 9. GETTING READY FOR RTB HOLD ON TO WHAT YOU HAVE 9
- 10. GETTING READY FOR RTB SCALING UP Supply Side Platforms 10
- 11. GETTING READY FOR RTB WRESTING CONTROL Living with Nielsen OCR or Comscore VCE • This will happen in 2013. • Group M USA are already only paying for impressions that are in their target audience. • How do you take back control? 11
- 12. GETTING READY FOR RTB THINK ABOUT MULTI-PLATFORM In-Stream Pre-Roll In-Stream Pre-Roll In-Stream Pre-Roll 12
- 13. GETTING READY FOR RTB CASE STUDY The Challenge Help a National Online Retailer leverage Collider Media’s Vault Technology™ to acquire leads via mobile advertising and determine viability of the channel for on-going marketing efforts Target Audience Actual Responders Campaign • Gender: Female • Gender: Equal Male and Female • Income: 75K+ • Income: Range was lower than expected 25K. Above 90K • HH: with Children offers had no real impact • Age: 30+ • HH: Equal HH with children and without Children • Age: 25+ The Brand’s initial investment of about $15K yielded mobile purchases which exceeded $200K in net revenue sales. 13
- 14. THE SUMMARY KEY POINTS • Video RTB is still a tiny fraction of the VOD spend • RTB is great for non-differentiated inventory, time-sensitive supply, to reach a niche audience and or simply to make the most of reach • Content is the foundation of value • Simple things can make a big difference • A multi-platform approaches for VOD is ideal • Think about which RTB solution works best for you • Content + Data is the best way to build value 14
- 15. REVENUE REALITIES OF ONLINE DISPLAY The Video RTB Perspective Many Thanks For more updates you can follow the conversation at twitter.com/videologygroup or simply add us on Facebook.