sponsor luncheon presentation by videohub
DESCRIPTION
Table Stakes: Are you in? Presenter: Anthony Risicato, General Manager, VideoHubTRANSCRIPT
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TABLE STAKES: ARE YOU IN?
ANTHONY RISICATO
General Manager
VideoHub
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A capability that represents a minimum
requirement to have a credible competitive
starting position in a market or other
business arrangement.
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v
v
100%VIEWABLE75%
VIEWABLE50%
VIEWABLE25%
VIEWABLE0%
VIEWABLE
IF YOUR AD ISN’T SEEN, HOW CAN IT BE EFFECTIVE?
THAT CAPABILITY FOR VIDEOIS VIEWABILITY
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VIDEO CAMPAIGN BEGINS
MAKE SURE YOUR VIDEO ADS GET THE ATTENTION THEY DESERVE
eQ IN ACTION
AD’SPLACEMENTEVALUATED
ONE SCORE, ONE “TRUE” COST
HOW IT WORKS
eQ = [Player Size Value] x [Avg. Viewability Score Over Duration of Ad]
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A VIEWER VISITS A WEBPAGE…
AD BEGINS IN MEDIUM-SIZED
PLAYER
VALUE = .9
AD ENDS
PUBLISHER CONTENT
BEGINS TO PLAY
100
100%
0 SEC
100
100%
7.5 SEC
100
100%
15 SEC
50
50%
22.5 SEC
0
20%
30 SECQUARTILE:
AD VIEWABILITY:
ASSIGNED VALUE:
eQ SCORE: .9 [( + + + / 4 ] = 67.5
100% 100% 75% 25%
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A SHIFT IN
PERCEPTION
IS TAKING
PLACE WITHIN
DIGITAL
ADVERTISING
DR
CTR
ENGAGEMENTRATE
TIME SPENT
UNIQUE FREQUENCY
UNIQUE REACH
BRAND HEALTH
EFFICIENCYDR
EFFECTIVENESSBRANDING
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2009 2010 2011 2012 2013 2014
13.4%16.0%
19.4%25.1%
29.9%35.9%
66.7% 66.3% 64.8%61.4%
58.2%54.2%
Video Display
Source: eMarketer, November 2010
BUDGETS ARE CHANGING
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THE TOOLS HAVE TO CHANGE TOO
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11Source: 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
VideoAnalytics
2008 2009 2010 2011 2012 2013 2014 2015
$0.7$1.0
$1.4
$2.1
$3.1
$4.2
$5.6
$7.1
’11
- ’15
CA
GR
: 36%
US ONLINE VIDEO MARKET ($BB)
Online Video Ad Spending
OVERWHELMING MARKET SLIDE
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VIDEO AD SPEND BECOMING A MATERIAL SHARE OF BRAND SPEND
2011 2012E 2013E 2014E 2015E$25.0
$35.0
$45.0
$55.0
$65.0
$75.0
$85.0
$1.5
$3.0
$4.5
$6.0
$7.5
$9.0
$60.7
$64.8 $65.6$67.8 $68.9
$36.0$34.8 $33.7 $33.2 $32.6
$2.1
$3.2
$4.7
$6.7
$8.2
TV and Print Ad Spend in Relation to Total Online Video & Mobile Ad Spend
($’s in billions)
TV Ad Spend Print Ad Spend Online & Mobile Video Ad Spend
Source: eMarketer, Jan. 2012
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Source: Luma Partners LLC 2012
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SO WHAT’S A MARKETER OR PUBLISHER TO DO?
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MEASURE AND KNOW WHAT MATTERS TO DRIVE RESULTS
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A VIDEO PLATFORM DESIGNED FOR BRAND MARKETING
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OVERWHELMING NUMBERS SLIDE
SO WHAT?
4 BSTREAMS
257ADVERTISERS
1.8 BVIDEO ADS
684VIDEO PLACEMENTS
543DELIVERED GRPS
4 MENGAGEMENTS / CLICKS
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1 Geo2 Frequency3 Publisher4 OS Type5 Browser Type6 Video View History
7 Player Size
8 Content Category
9 Content Length
10 Time of Day
11 Day of Week
12 Demographics
13 Video Consumption
1 Publisher2 Player Size3 Browser Type4 Frequency5 Geo6 OS Type
7 Content Length
8 Video Consumption
9 Content Category
10 Video View History
11 Time of Day
12 Day of Week
13 Demographics
1 Publisher2 Content Category3 Viewing History4 Player Size5 Content Length6 Browser Type
7 Video Consumption
8 OS Type
9 Geo
10 Time of Day
11 Frequency
12 Day of Week
13 Demographics
BRANDMetrics Performance
ACTIONSClicks & Engagements
COMPLETIONS100% of Ad Viewed
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MEASURE IMPACT
UNDERSTAND ENGAGEMENT
KNOW WHEN& WHERE
KNOW WHY IT WORKED
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REMEMBER.
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ARE YOU IN?THANK YOU
ANTHONY RISICATO
General Manager
VideoHub