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IAB Greece IMC: Marketing Challenges & Opportunities
Raghav “Rags” Gupta, VP Partner Development & Field Marketing, EMEA
![Page 2: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/2.jpg)
“Show Me The Money!”
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Introductions
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© 2008 Brightcove, Inc. All rights reserved.
To Onoma Mou Ine “Rags”
![Page 5: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/5.jpg)
© 2008 Brightcove, Inc. All rights reserved.
To Onoma Mou Ine “Rags”
MyselfBrightcove (US, UK): Partnerships, Marketing for EMEAAdvise digital media startups & VCs (Mocospace, 8tracks, et al)Formerly Live365 (digital music/internet radio)Blog: http://www.ragsgupta.com
BrightcoveOnline Video Platform: video content management, publishing, distribution/syndication, monetisationFounded by Jeremy Allaire (ex-CTO Macromedia, ColdFusion, etc)$91 M raised, 160 Employees, offices in Boston, NYC, Seattle, London, Hamburg, Beijing, Tokyo
![Page 6: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/6.jpg)
© 2008 Brightcove, Inc. All rights reserved.5
Investors
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© 2008 Brightcove, Inc. All rights reserved.
![Page 8: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/8.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Media Management
Video Publishing
Advertising
Analytics
Developer Tools
Online Distribution
![Page 9: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/9.jpg)
© 2008 Brightcove, Inc. All rights reserved.
![Page 10: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/10.jpg)
© 2008 Brightcove, Inc. All rights reserved.7
Selected Customers
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Online Video Advertising: The Opportunity
![Page 12: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/12.jpg)
© 2008 Brightcove, Inc. All rights reserved.
(In The US) Audience Is Growing…
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© 2008 Brightcove, Inc. All rights reserved.
(In The US) Audience Is Growing…
80% in US watch online video at least once a month
![Page 14: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/14.jpg)
© 2008 Brightcove, Inc. All rights reserved.
(In The US) Audience Is Growing…
80% in US watch online video at least once a month154 M viewers in US
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© 2008 Brightcove, Inc. All rights reserved.
(In The US) Audience Is Growing…
80% in US watch online video at least once a month154 M viewers in US
![Page 16: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/16.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Worldwide As Well
![Page 17: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/17.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Worldwide As Well
YouTube has 344 M users worldwide! (comScore)
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© 2008 Brightcove, Inc. All rights reserved.
Worldwide As Well
YouTube has 344 M users worldwide! (comScore)
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© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
![Page 20: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/20.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
![Page 21: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/21.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
![Page 22: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/22.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
![Page 23: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/23.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
![Page 24: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/24.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
![Page 25: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/25.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
![Page 26: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/26.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
![Page 27: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/27.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
![Page 28: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/28.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
![Page 29: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/29.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
Representing growth rate of 44%*
![Page 30: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/30.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
Representing growth rate of 44%*
![Page 31: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/31.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Generally…
![Page 32: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/32.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
![Page 33: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/33.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
![Page 34: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/34.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
![Page 35: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/35.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
![Page 36: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/36.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)
![Page 37: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/37.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)
![Page 38: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/38.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)
Publishers of ALL types getting into online video
![Page 39: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/39.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)
Publishers of ALL types getting into online video
![Page 40: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/40.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)
Publishers of ALL types getting into online video
BUT there are challenges…
![Page 41: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/41.jpg)
Online Video Advertising: The Challenges
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© 2008 Brightcove, Inc. All rights reserved.
Agency Ownership Unclear…
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© 2008 Brightcove, Inc. All rights reserved.
Agency Ownership Unclear…
Does online video belong in digital / interactive?More logical fit but…Digital staff not necessarily used to creative requirementsBudgets are small
Or TV?Huge budgets but…TV buyers not used to online as a medium
Agencies beginning to integrate
![Page 44: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/44.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Agency Ownership Unclear…
Does online video belong in digital / interactive?More logical fit but…Digital staff not necessarily used to creative requirementsBudgets are small
Or TV?Huge budgets but…TV buyers not used to online as a medium
Agencies beginning to integrate
Publishers having to approach case-by-case
![Page 45: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/45.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Formats & Standards
![Page 46: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/46.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Formats & Standards
Pre-, mid-, post-rollsDuration?Synched with banners? Video ad pod?Definition of impression?
“New formats”: overlays, takeovers, other unitsPromising but lack scale
IAB & other industry consortia publishing standards (Brightcove participating in US & UK processes)
![Page 47: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/47.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Video Ad Pod
15 Second Pre-Roll
300x250 Expandable Banner
468x60 Leave-Behind Banner
![Page 48: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/48.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Invitational with Video Takeovers
![Page 49: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/49.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Invitational with Video Takeovers
![Page 50: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/50.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Invitational with Video Takeovers
![Page 51: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/51.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Invitational with Video Takeovers
![Page 52: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/52.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Overlay Ads
![Page 53: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/53.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Inventory & Context
![Page 54: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/54.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Inventory & Context
Inventory ParadoxLots of inventory unsold yet…Many sites are sold out!
Context of paramount importance
![Page 55: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/55.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Inventory & Context
Inventory ParadoxLots of inventory unsold yet…Many sites are sold out!
Context of paramount importance
![Page 56: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/56.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Inventory & Context
Inventory ParadoxLots of inventory unsold yet…Many sites are sold out!
Context of paramount importance
“Professional” content/context valuable; UGV less so
![Page 57: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/57.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Inventory & Context
Inventory ParadoxLots of inventory unsold yet…Many sites are sold out!
Context of paramount importance
“Professional” content/context valuable; UGV less so
Advertisers getting more used to UGV BUT professional content still trumps
YouTube revenue for 2008: ~ $100 M (Screen Digest)Hulu revenue for 2008: ~ $70 MHulu revenue could equal/exceed YouTube in 2009 with only 1/10 the traffic!
![Page 58: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/58.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
![Page 59: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/59.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
![Page 60: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/60.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
![Page 61: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/61.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
Online video CTRs high but that’s not the point!
![Page 62: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/62.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
Online video CTRs high but that’s not the point!
![Page 63: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/63.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
Online video CTRs high but that’s not the point!
Marketers & agencies need more data & case studies
![Page 64: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/64.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
Online video CTRs high but that’s not the point!
Marketers & agencies need more data & case studies
![Page 65: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/65.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
Online video CTRs high but that’s not the point!
Marketers & agencies need more data & case studies
Financial climate will impact desire to invest
![Page 66: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/66.jpg)
Online Video Advertising: Best Practices & Recommendations
![Page 67: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/67.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…
![Page 68: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/68.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…
BUT format choice should also be based on your audience & content
![Page 69: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/69.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…
BUT format choice should also be based on your audience & contentPre-rolls in front of professional content okay (short duration)
![Page 70: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/70.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…
BUT format choice should also be based on your audience & contentPre-rolls in front of professional content okay (short duration)Run overlays early on in the video
![Page 71: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/71.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…
BUT format choice should also be based on your audience & contentPre-rolls in front of professional content okay (short duration)Run overlays early on in the videoPost-rolls are limited in effectiveness
![Page 72: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/72.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…
BUT format choice should also be based on your audience & contentPre-rolls in front of professional content okay (short duration)Run overlays early on in the videoPost-rolls are limited in effectiveness
![Page 73: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/73.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Experiment With New Formats…
![Page 74: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/74.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Experiment With New Formats…
(As long as it’s measurable)
![Page 75: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/75.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Experiment With New Formats…
(As long as it’s measurable)
![Page 76: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/76.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Experiment With New Formats…
(As long as it’s measurable)
![Page 77: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/77.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Drive Deeper Engagement Through Microsites
![Page 78: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/78.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Drive Deeper Engagement Through Microsites
![Page 79: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/79.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Drive Deeper Engagement Through Microsites
![Page 80: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/80.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Sell Sponsorships
![Page 81: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/81.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Paid Placements
![Page 82: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/82.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Optimise Inventory
![Page 83: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/83.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Optimise Inventory
Leverage ad networks, especially if you are not at scale
Run house ads to drive traffic & brand awareness
![Page 84: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/84.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Optimise Inventory
Leverage ad networks, especially if you are not at scale
Run house ads to drive traffic & brand awareness
![Page 85: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/85.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Syndicate To Trusted 3rd-Party Sites
![Page 86: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/86.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Syndicate To Trusted 3rd-Party Sites
![Page 87: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/87.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Syndicate To Trusted 3rd-Party Sites
![Page 88: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/88.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Purpose-Driven UGV Can Be Monetised
![Page 89: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/89.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Purpose-Driven UGV Can Be Monetised
![Page 90: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/90.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Purpose-Driven UGV Can Be Monetised
![Page 91: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/91.jpg)
![Page 92: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/92.jpg)
And finally…
![Page 93: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/93.jpg)
Ἓν οἶδα ὅτι οὐδὲν οἶδα!
(Hen oida hoti ouden oida!)
And finally…
![Page 94: Marketing with Online Video: Challenges & Opportunities, Raghav Gupta, VP of International Partnerships, Brightcove](https://reader038.vdocuments.us/reader038/viewer/2022110310/55a4d3bb1a28ab483e8b45e6/html5/thumbnails/94.jpg)
© 2008 Brightcove, Inc. All rights reserved.
Efharisto!
http://www.brightcove.com/products/advertising/ad-formats/
www.emarketer.com
www.newteevee.com/category/stats/
γειά σας!