a division of tremor video know it all. know it now. · a division of tremor video know it all....
TRANSCRIPT
LOG-IN TO VIDEO HUB AT VIDEOHUB.COM FOR FULL VISIBILITY INTO YOUR VIDEO PERFORMANCE.
A DIVISION OF TREMOR VIDEO
Know It All.
Know It Now.
A SHIFT IN
PERCEPTION
IS TAKING
PLACE WITHIN
DIGITAL
ADVERTISING
DR
CTR
ENGAGEMENT
RATE
TIME SPENT
UNIQUE FREQUENCY
UNIQUE REACH
BRAND HEALTH
EFFICIENCY
DR
EFFECTIVENESS
BRANDING
13.4% 16.0%
19.4% 25.1%
29.9% 35.9%
66.7% 66.3% 64.8% 61.4%
58.2% 54.2%
2009 2010 2011 2012 2013 2014
Video Display
Source: eMarketer, November 2010
BUDGETS ARE
CHANGING
BEING FUELED BY
VIDEO
And, the Concept of
“Video Everywhere”
Viewer Fragmentation
Diminishing Returns on TV
Tech Explosion
“i”GRPs
NewFronts
3 Screens
Generation Next
INDUSTRY TRACTION
6
Nielsen integrates GRP currency within
Video Platform
VIEW-ABILITY launches
IAB pushes video standards
ComScore launches vCE
Video trading desks take-off
Group M partners with Nielsen XCR
Hulu & TV destinations play pivotal roll in
Upfronts
7
Source: comScore, September 2011, eMarketer June 2011 Cisco Visual Networking Index, June 2011; Wall Street research, March 2011
Digital Video Is Doubly Strategic
TV
Digital Video
Outdoor
Video Analytics
$0.7 $1.0
$1.4
$2.1
$3.1
$4.2
$5.6
$7.1
2008 2009 2010 2011 2012 2013 2014 2015
US Online Video Market ($BB)
Online Video Ad Spending
DIGITAL VIDEO IS DOUBLY STRATEGIC
Changes the conversation from reach to effective
reach. Brand Building enters the new era when sight,
sound, motion and data align.
8
It’s more than
incremental reach
It’s the potential
of solving the age
old marketer’s
dilemma
“Knowing when your
marketing is Effective”
Accountability
Branding
LOG-IN TO VIDEO HUB AT VIDEOHUB.COM FOR FULL VISIBILITY INTO YOUR VIDEO PERFORMANCE.
So what’s a Publisher to do?
Adopt the Right Analytics
with the Right Infrastructure to
illuminate the true value of
Sight, Sound, Motion & Connectivity
Publisher Content
Category
GEO Time of
Day
Day of
Week
Video View
History
Frequency Browser
Type
OS Type
Demo Video
Consumption
VIDEOHUB CONTINUOUSLY MONITORS THESE SIGNALS AND
CAN OPTIMIZE TOWARD BRAND GOALS
Reach Frequency Time Spent Brand
Health Engagement Click-Through Rate Conversion
SIGNAL TRACKING FUELS REAL-TIME OPTIMIZATION TO ANY CAMPAIGN GOALS
Player
Size
RE-FOCUS ON
QUALITY
GROSS
REACH IS
IMPORTANT
EFFECTIVE
REACH IS
CRITICAL
REACH EFFECTIVE
MARKETING
12% 16%
31% 28% 26%
9%
39%
13%
Print Radio TV Internet
Time Spent
Ad Spend
$50B Global opportunity
Source: Morgan Stanley
NOW A REAL
OPPORTUNITY
TO UP-ROOT TV BUDGETS
THE MISSION BUYERS & SELLERS NEED TO ALIGN AROUND
EFFECTIVENESS & STOP TREND TOWARD
COMMODITIZATION & MARGIN COMPRESSION
New tools/metrics to replace a DR infrastructure
Total transparency to catapult innovation
Adoption of standards
Connections across buyers & sellers
Understanding the medium’s effectiveness & value (1st priority)
THEN, we can discuss efficiency
Live Demo
Case Study: Box Office Hit, Action Movie
The Innovation & Margin that results from:
The Right Metrics
Total Transparency
Integrated Publishers
& Agencies
CONFIDENTIAL
16
Source: Company
Effective Advertising
Brand Safety Quality Content
BSP SSP
Ma
rke
ters
Co
nte
nt
© Tremor Video 2012
Better Margin
A CONNECTED VALUE CHAIN
VHP PROVIDES PUBLISHERS
End-to-end platform delivering total transparency
into video ad and content performance
Ability to generate additional revenue through organic
ON SITE inventory growth and increased CPMs
Access to clients advanced advertising
measurement tools
Deeper ad and audience insights to extract every drop
of value out of your existing inventory
Benchmarks to distinguish your property
against your peers
CONTENT RECOMMENDATIONS
AND ANALYTICS TO COME
The VHP Recommendation Engine
Most popular content category
Videos that should be promoted
Optimal video length
Player size engagement analysis
Across all 3 screens (online,
mobile, connected TV)
AD ANALYTICS AND SIGNALS
Analytics
:15 vs. 30 second ads
Ad Category vs. Content
Category
Ad Position vs. Engagement Rate
Player size vs.
Engagement/Revenue
Ad Fill
VHP TELLS YOU WHAT IS UNIQUE
ABOUT YOUR AUDIENCE
Highest Engagement
Time of day?
Day of week?
Seasonality?
Content categories?
Demos?
Geography?
AND, HIGHLIGHTS THE
VALUE YOU ARE DRIVING
FOR YOUR ADVERTISERS
How likely are you to consider Acme A ir the next t ime you
purchase an air care product?
BENCHMARKS: HOW YOU MEASURE UP
ACROSS YOUR PROPERTIES AND THE
COMPETITION
Traffic data
• Number of ad calls
• Impressions
• Use rate %
Benchmark reporting on:
Completion rate %
Engagement rate %
Publisher A
LOG-IN TO VIDEO HUB AT VIDEOHUB.COM FOR FULL VISIBILITY INTO YOUR VIDEO PERFORMANCE.
Thank You…
5/2/2012 © 2011 TubeMogul Incorporated. All Rights Reserved.