the convergence of television & digital video advertising - digiday agency summit, march 2015
TRANSCRIPT
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The Convergence of TV and Digital Video Advertising
Ryan Pamplin vp & digital evangelist
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About Extreme Reach
TV Ad Technology
Digital Video Ad Technology
The Path to Video Convergence
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About Extreme Reach
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Television91 Ad Age 100 Brands
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Talent$150 Million Paid in 2013
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Digital VideoHolistic Measurement
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Source: Business Insider, August, 2013
Video Advertising History in the Making
-$20
$0
$20
$40
$60
$80
1945 1950 1953 1956 1959 1962 1965 1968 1971 1974 1977 1980 1983 1986 1989 1992 1995 1998 2001 2004 2007 2010 2013 2016
ME
DIA
SP
EN
D (
US
$ B
ILL
ION
S)
TV Media Spend (US) Digital Video Media Spend (US)
Birth of Cable TV
FirstSoap Opera
Birth of the Internet
Convergence
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Daily Time Spent with Major Media by US Adults
Source: eMarketer
2010 2013
0
2
3
5
6
DIGITAL TV
HO
UR
S
1
0
2
3
5
6
DIGITAL TV
HO
UR
S
1
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The Future of Television: Cross-Platform Content
Wearable
0%
25%
50%
75%
100%
125%
2004 2007 2010 2013 2016 2018 2021 2024
PE
RC
EN
TA
GE
OF
US
HO
US
EH
OLD
S W
ITH
DE
VIC
E
TabletIPTVPCMobileTV
Sources: PewResearch, Nielsen, IHS
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TV Ad Technology
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Film Satellite Cloud(Extreme Reach)
Tape
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TV Audience Measurement
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• Panel Based
• Programming as Proxy
• Gross Rating Points
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Digital Video Ad Technology
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Custom Interactive
Overlays
Whatever
Worked!
Experiments with
XML and Flash
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• IAB Digital Video Committee
• VAST
• VPAID
• Site Served vs. Ad Served
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Digital Audience Measurement
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• Impression Level
• Broader Panel
• Campaign Based GRP
• Cross Referencing Data
• More Metrics
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Digital Challenges
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“Half the money I spend
on advertising is wasted;
the trouble is I don’t know
which half.”
John Wanamaker
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Viewable Video Impression:
• 50% of the ad’s pixels on an in-focus browser
tab in the viewable space of the browser page
• 2 continuous seconds (any unduplicated content of the ad
comprising 2 continuous seconds qualifies in this regard)
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Non-Viewable In-Stream Impressions: 18.2%
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Non-Viewable Impressions by Media Vendor Type
0%
13%
25%
38%
50%
Direct Publishers Inventory Aggregators
PE
RC
EN
T N
ON
-VIE
WA
BLE
2.9%
40.6%
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1,300%
Inventory aggregators serve non-viewable video
impressions 1,300% more than direct publishers.
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Non-Viewable Fraud
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Frauda: DECEIT, TRICKERY: specifically: intentional perversion of
truth in order to induce another to part with something
of value or to surrender a legal right
b: an act of deceiving or misrepresenting: TRICK
a: a person who is not what he or she pretends to be:
IMPOSTER; also: one who defrauds: CHEAT
b: one that is not what it seems or is represented to be
1
2
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“36% of Web traffic is fake.”- Wall Street Journal
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In-Stream
THE FOLDTHE FOLD
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In-Banner
THE FOLDTHE FOLD
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Video Player Size
IAB Minimum Recommended Size — 400 x 300
Standard Size — 853 x 480
In-Banner Size — 300 x 250
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In-Stream Impressions Delivered In-Banner: 23.6%
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In-Banner Delivery by Media Vendor Type
0%
10%
20%
30%
40%
Direct Publishers Inventory Aggregators
PE
RC
EN
T I
N-B
AN
NE
R
5.1%
31.8%
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Inventory aggregators serve in-stream video
as in-banner 524% more than direct publishers.
524%
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Non-Viewable Impressions
In-Banner
Robotic Traffic
Unsafe Environments
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What’s the solution?
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• Transparency
• Accountability
• Automation
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Similarities & DifferencesTV and Digital Video Advertising
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Broadcast
MeaningfulAudience Size
DynamicAd Support
InternetConnected
Measurablein Realtime
Video On Demand(VOD)
Desktop & Mobile
Over-the-top(OTT)
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THE PATH TO
Video Convergence
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Transparency &
Accountability
1
Fully Integrated
Programmatic
Ecosystem
2
Data &
Optimization
Loop
3
THE PATH TO
Video Convergence
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Transparency &
Accountability
1
Fully Integrated
Programmatic
Ecosystem
2
Data &
Optimization
Loop
3
THE PATH TO
Video Convergence
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Transparency &
Accountability
1
Fully Integrated
Programmatic
Ecosystem
2
Data &
Optimization
Loop
3
THE PATH TO
Video Convergence
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Planning Activation DataCreative
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The Two Keys to
Video Convergence
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Streamlined Workflow
Unified Insights
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Brands Media
BUDGET
INSIGHTS
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Ryan PamplinVP & Digital Evangelist, Extreme Reach
Thank You!
@ryanpamplin