google confidential and proprietary 1 video ads 26-27 march 2009 presenter: joe mcdermottroe...
TRANSCRIPT
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Google Confidential and Proprietary 1
Video Ads
26-27 March 2009
Presenter: Joe McDermottroeTranslator: Uladzimir Hrapelman
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Google Confidential and Proprietary 2
Video Ads Online
Source: http://www.iabuk.net/en/1/thebuzzononlinevideomarketing.html
“Simply put internet VOD means enhanced TV online and this time the advertiser has the potential to be in full control.”
Simon Collins, Vividas
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Google Confidential and Proprietary 3
Agenda
Why Use Video Ads?
What Form Do They Take?
Online Taking Video Further
Summary
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Google Confidential and Proprietary
WHY USE VIDEO ADS
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Google Confidential and Proprietary
Key Marketing Objectives Met by Video Ads
Source: eMarketer ‘Online Video Advertising’s Effect on the Purchase Process, by Site Category, 2007-2008’; July 2008.* Delta= point difference between control and exposed group
Online Video Advertising’s Effect on the Purchase Process, by Site Category, 2007-2008 (average delta* above control and % lift)
15.4
7.6
6.9
3
2.6
11.1
4.9
3.8
1.8
1.8
0 5 10 15 20
Online AdAwareness
Messageassociation
Aided brandawareness
Brandfavorability
PurchaseIntent
Market Norms Database
Branded Content Sites (OPAmembers)
44% lift
67% lift
82% lift
55% lift
39% lift
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Google Confidential and Proprietary
Why InVideo Ads?
“five times the industry average for
standard display ads.”
Overlay advertising demonstrates high levels of user engagement
According to a 2008 study, overlay ads had a click-through rate that was
Break Media – Panache study, May 20 – August 2, 2008
Source: MediaPost
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Google Confidential and Proprietary
1.5x more attentive on YouTube vs TV
7
Time (seconds)
Inte
nsity
(at
tent
ion)
Source: Biometric data collected Sept 2008 in the UK. TV respondents were watching In Plain Sight a US FBI drama. Web respondents were surfing on YouTube
* Biometrics data measured: Heart rate Physical movement Respiratory rate Skin conductance
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Google Confidential and Proprietary 8
Zapp-Out Rate
• TV has a higher zapp-out rate than YouTube – users are much more likely to click away during TV spot than to click away or stop a YouTube video ad.
time (in sec.)
audience share
The diagram shows the share of respondents who watch the spot/ video. As all spots were different in length curves were standardized first and aggregated after.
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Google Confidential and Proprietary
WHAT FORM DO THEY TAKE
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Google Confidential and Proprietary
Placement on Sites: Click-to-Play Video Ads
Your ad is placed on partner sites
Ad
- Ad unit on partner site
- Ad can be initially paused
- Option to have ad auto-play without sound
Placement options Click-to-Play Video
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Google Confidential and Proprietary
Placement in Videos: In Stream Video Ads. V1
Pre-roll Mid-roll Post-roll
Your ad is placed on partner video sites
Ad Location
- Within video being played
Placement options
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Google Confidential and Proprietary
Placement in Videos: In Stream Video Ads. V2
Ad within Video
Your ad is placed on partner video sites
Ad Location
- Video plays
- Ad appears while video plays
- Does not disrupt video playback
Placement
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Google Confidential and Proprietary
Placement In Games: In Stream Video Ads
Ad Location
- Within Game
Press Start!
Game over!
End of Level 1
Pre-roll Mid-roll Post-roll
Your video ad plays in a partner game
Placement options
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Google Confidential and Proprietary
TAKING VIDEO FURTHER
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Google Confidential and Proprietary
Video and Consumer 2.0
Users get what they want, whenever and wherever they need it, however they choose to get it…• Video-On-Demand
• Ozon.ru, eBay
• iTunes
…and they tell you and others about it• Sharing, emailing, embedding, blogging, social
networking, real time updating
• Product reviews, user comments
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Google Confidential and Proprietary
Moving video ads to the next level
New Digital
Platforms
Various Ad Formats
Better Metrics
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Google Confidential and Proprietary
Entertainment or Advertising?
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McNuggets Tiger Woods 09 - Walk on Water
Guys backflip into jeans Keanu HP Commercial
Virality
DialogueExpression
Inspiration
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Google Confidential and Proprietary
SUMMARY
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Google Confidential and Proprietary
Summary
Video ads perform
They are competitive with TV
Ads can appear as videos themselves, within videos or even within games
Video Ads can go a step further than most advertising: They can build community around a product
They can make a product go viral
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Google Confidential and Proprietary 20
Thank You!Q&A