video ad cpm display ad cpm $0 $25 $50 source: bain/iab benchmarking study 2008 average cpm...

Delivering Ads to a Silverlight Media Player Application

Nicholas BrookinsProduct Architect Akamai Technologies

Agenda

In-Stream advertising overviewFormats, CompatibilityMonetization

Identify player and ad componentsDiscuss available solutions and workflowDevelop a solutionDemo

What is In-Stream Advertising

Linear AdsPresented before, during, or after the contentSimilar to a television commercial

Non-LinearRuns concurrently with the content

Panache Demo

In-Stream Ad Unit Formats

In-StreamLinear formats

Pre, Mid, and Post-roll videoInteractive content

Non-LinearOverlay, Overlay Takeover, Bug

CompanionCompanion banner Skinning / Branding

In-Stream Ad Unit Formats

Linear Ads: Pre-roll, Mid-roll, Post-Roll

In-Stream Ad Unit Formats

Linear Ads: Interactive

In-Stream Ad Unit Formats

Non-Linear Ads: Overlay / Bug

In-Stream Ad Unit Formats

Non-Linear Ads: Interactive Overlay

In-Stream Ad Unit Formats

Non-Linear Ads: Companion Banner

In-Stream Ad Unit Formats

Non-Linear Ads: Skinning and Branding

Compatibility: Silverlight vs Flash

Silverlight on Silverlight = YESFlash on Silverlight = YESSilverlight on Flash = NO

Why Video Advertising?

Video AdCPM

Display Ad CPM

$0

$25

$50

Source: Bain/IAB Benchmarking Study 2008

Avera

ge C

PM

Marketers love video!

Video commands higher CPMs

$43

$12

How Do You Scale?

0 30

Ad R

evenue

Viewing Time

15

Pre-Roll does not scale with increased consumption

The ROI of Instream Advertising

0 30

Ad R

evenue

Viewing Time

15

2X more ad revenue per clip

Set the Stage for HD Video

U.S. Internet Video 2008-2010 Forecast and Analysis: Revenue Boom or Bust? Or Something In Between? (IDC #214948, Nov 2008)

Revenues will be driven by content that demands HD qualityU.S. Internet Video Revenues by Content Type ($M)

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

$8,000

2008 2009 2010 2011 2012

Long Form VideoContent

Music Videos andMovie Trailers

UGC

News

Sports

Other

Applications

End-to-end solutionPanache workflow and management

Open SolutionStandard-based formats

Panache: OverviewThe Ad-Insertion Platform for Major Media and Entertainment Companies

Infrastructure solution for generating ad revenues

Supports unlimited ad avails and ad insertions

Professional services to ensure a complete solution

Aligns the technical team with Ad Sales, Ad Operations, and Business Intelligence groups

Able to be integrated with OVP supports Flash on Silverlight and Silverlight on Silverlight

Panache: CreationThe Ad-Insertion Platform for Major Media and Entertainment Companies

Compatible with any ad format, any ad server, and any syndication model

Designed for long-form,short-form, HD, on-demand, and live video

Offers industry-pioneering reporting that proves a publisher proof of value to an advertiser

Panache: ResultsThe Ad-Insertion Platform for Major Media and Entertainment Companies

Pre-Built “out-of-the-box” ad products include 8 IAB-Standard formats that complement Panache’s platform and get a publisher’s direct sales going.

ExamplePanache Lower-Third Video Ad: 3-phase overlay

Component Solutions

Media Player

Ad Connector

Ad Player

Ad Server(s)

Sequencing Engine

Ad / Player communication

Media Player: OpenVideoPlayer

Ad Connector: VAST

Ad Player: OVP Handlers

Ad Server(s): Microsoft / Atlas /

Various

Sequencing Engine: MAST

Ad / Player communication: VPAID

Components: OpenVideoPlayer

Open-Source Media PlayerTargets Silverlight 2.0 (3.0 support on way)Uses theming system from S.L. ToolkitSupports progressive and live streamingRSS feeds and playlist / wrapper formatsExtensible Plug-in System

Ad Connectors, sequencingAnalytics, trackingProtocols and container formatsAdaptiveEdge / Smooth-Streaming

Components: VAST

Video Ad Serving TemplateIAB recommended formatThe ‘What’ of the adFlexible XML FormatGives you:

links to Ad creativeTracking / Click-Through URLsCompanion ads

Served by many major Ad servers

Components: MAST

Media Abstract Sequencing TemplatePre-Standard effort by OVP and partnersThe ‘When’ of the adFlexible XML FormatGives you

Sequence of triggers ‘Source’ element that links to payload (VAST)Target element for player regionsMultiple Conditions based on variables and events

Provided to player with contentIn feed or single file

Components: Ad Servers

Microsoft provides video ad solutions on both sides of the advertising equation

1st-party publisher tools and 3rd-party advertiser tools

Microsoft Advertiser tools are player-agnosticDesigned to interoperate with any player whether built on Flash or Silverlight

Ad Tools gives advertisersDirect control and visibility over video ad campaigns across sites and video destinationsCommon reporting dashboard for all online efforts, which lends to holistic analysis of video in combination with other formats

Components: VPAID

Video Player – Ad Interface DefinitionIAB recommendation in progressMethods, Properties, and Events

Implemented byPlayer and Ad PlayersInteractive Ad Content

Not needed forBasic linear content Simple companion bannersSimple Overlay

User

In-Stream Ad WorkflowAD Server

(Atlas)

AD Content CDN

(Various)

VASTDoc.

Sequencing Module (MAST)

AD Creative

• Content URL/feed• VAST / MAST links

TrackingCalls

Silverlight Player (OVP)

AD Connector (Atlas/VAST)

AD Player / Rich Content

Media Content

CDN (Akamai)

MediaContent

VPAID

HTMLPage

Render

Developing a Solution

OpenVideoPlayer Config ToolVarious Options, themes, plug-ins, sourceInitParams and Embed Tag

OVP Solution and XAP filePlugins Solution

Add MAST Sequencing engineShow plug-in interface codeInitParam for MAST Source

Add the Atlas VAST connectorAdditional HTML items, containersShow the app working with an ad

Player creation demo

Delivering Ads to a Silverlight Media Player ApplicationNicholas BrookinsProduct Architect Akamai Technologies

Future Developments

Silverlight 3.0H.264/custom decodersPlug-in communicationPerformance

VPAIDSpecification in progress, watch for updates

MASTSpecification in progress, watch for updates

OVPNew Ad players and format connectorsAdditional ad unit support

Solutions in Action

Additional DemosOpenVideoPlayer with EyeWonder

http://nymag.com/rogan

OpenVideoPlayer standards-based solution

VAST, VPAID, MASTMicrosoft / Atlas Ad serverAkamai CDNhttp://openvideoplayer.sf.net/mix

Panache: ResourcesThe Ad-Insertion Platform for Major Media and Entertainment Companies

SL@PanacheTech.com818-986-3302

17609 Ventura Boulevard, Suite 300Encino, CA 91316

Resources

http://www.silverlight.net

http://openvideoplayer.sf.net

http://advertising.microsoft.com

http://www.iab.net

http://www.panachetech.com/showcase/iabadunits.php

http://www.akamai.com

http://www.eyewonder.com

Questions & Answers…

Go Build It!

Demo, Code, and links available at:http://openvideoplayer.sf.net/mix

Thank you for attending

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