cary tilds
DESCRIPTION
at J.D. Power and Associates Automotive Internet RoundtableTRANSCRIPT
Digital Video
10.18.07Cary Tilds
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Entertainment
Communication
Shopping
VOD ShowcaseIn-market Websites
Corporate Website
Search Contextual - specific
Enthusiast (or not so enthusiast)
CGV
Pre-roll Broadcast Online
Stand Alone Corp Gen Social Video
Pre-roll Online Only ContentPre-roll Online Only Content
Search
Product F&B Webisodes
Instructional Webisodes
Brand Experience Webisodes (brand is the star)
Contextual -lifestyle
Search
Live streaming video
Digital Video Advertising Opportunities
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•Brand perception measurements provide the qualitative data to track video performance on measurements like:
• unaided/aided brand awareness • brand favorability • purchase intent, and even actual subsequent buying behavior • audience analysis information including audience demographics and return on frequency
•Plan at least 5 weeks before the campaign starts to accurately study the video affects
Video Ad Qualitative Success Measurements
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Video Ad Quantitative Success MeasurementsSuccess Determined by Each Funnel Level Benchmark
Time per userTime spent to get to the clickTime spent to get the interactionTime spent to get the handraiserTime spent to get the leadTime spent to get the sale
Time per userTime spent to get to the clickTime spent to get the interactionTime spent to get the handraiserTime spent to get the leadTime spent to get the sale
TIMETIME
Placement Size Impressions Video Starts Video Panel Impressions Video 25% Completion Count Video 50% Completion Count Video 75% Completion Count Video 100% Completion Count Mute Activities Pause Video Activities Play Video Activities Replay Video Activities Restart Video Activities Stop Video Activities Un-mute Activities
Placement Size Impressions Video Starts Video Panel Impressions Video 25% Completion Count Video 50% Completion Count Video 75% Completion Count Video 100% Completion Count Mute Activities Pause Video Activities Play Video Activities Replay Video Activities Restart Video Activities Stop Video Activities Un-mute Activities
Base MetricsBase Metrics COSTCOST
Cost per impressionsCost per startsCost per completionCost per activityCost per handraiserCost per leadCost per sale
Cost per impressionsCost per startsCost per completionCost per activityCost per handraiserCost per leadCost per sale
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0.40%
0.47%
0.74%
0.10%
In-stream
Standard
Expandable
gif/jpeg image
Click-through Rate by Format
0.13%
0.28%
0.29%
0.32%
0.11%
Replay
Pause
Stop
Mute
Unmute
Video Control Panel Interaction Rates
What rich media and video advertising formats will capture the consumer’s attention? In-Stream Video Ads Click Through Rate Over Seven Times that of Image Based Online Ads
Source: Video Advertising Benchmarks, DoubleClick, February 2007
Online Video Market Report, Analytics Solution Center, June 2007 (AOL Media Networks)
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Source: Advertising.com Online Video Study, Advertising.com, January 2007
0.12%
0.53%
0.54%
0.60%
0.71%
0.87%
0.63%
0.57%
0.06%
Gaming
Careers
News and Information
Business
Autos
Entertainment
Sports
Travel
Health
Online Video Ads Click-through Rate by Content Channel
(Q4 2006)
0.72%56%Content-rich/content-
specific Web sites
0.52%43%Run-of-network
advertising
0.35%52%Brand-name, premium
Web sites
CTREnd-Plays
TotalTargeting Approach
0.72%56%Content-rich/content-
specific Web sites
0.52%43%Run-of-network
advertising
0.35%52%Brand-name, premium
Web sites
CTREnd-Plays
TotalTargeting Approach
Online Video Market Report, Analytics Solution Center, June 2007 (AOL Media Networks)
What will help create a powerful connection with consumers? Targeting by Content Category Provides Sizeable Lifts in Impact and Performance
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Video Communication - Bosch AutoParts Example
Companion Ads Next to Product Demonstration
Successful in Metrics Due to Relevance of the Placement that Provided Value to the Customer
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Video Shopping – Swap Your Ride Example
Video within Rich Media Units – Placed on sites where people may be shopping for a new car
Successful in Metrics Due to Relevance of the Placement that Provided Value to the Customer
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Video Shopping – Vibrant Media Example
Video within Rich Media Units – Keyword Targeted
Successful in Metrics Due to Relevance of the Placement that Provided Value to the Customer
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A formal, public plug for a good media proposal…
Video opportunities in the digital space that ONLY contain sparkly pictures and audience reach are NOT ENOUGH anymore….
Provide us with a plan that uses the qualitative and quantitative metrics outlined today to forecast and predict the potential ROI on the interactive components of the proposed opportunity!
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THANK YOU