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The New Online Frontier The New Online Frontier and Video and Video
roi
For the consumer:
Consume content (reading)Participate in content (rating)
Creation of content (publishing) Organizing content (RSS feeds)
For brands:
eCommerce Community
Expand points of contactAttract new prospects
Decade of technology evolutionDecade of technology evolution
1993 1998
Information Wave
Access
2003
Distribution & Communications Wave
Transact
2007 +
Networking Wave
Communicate
Social MediaWave
Participate
Revolution of consumer power driven Revolution of consumer power driven by a major generation changeby a major generation change
• Want user friendly, plug-and-play technology
• Television, cable TV and internet important
Baby Boomers(72 million ages 41 – 59)
Generation X(43 million ages 27-
45)
Generation Y(60 million age 12 – 28)
• Near universal PC, mobile phone use
• Multimodal communication – voice, video, text
• Music, mobile TV, video, multi-layer 3D gaming
• Larger & more dependent on portability & connectivity of mobile devices
• Want fast, seamless, top-of-line technology
• Use handhelds, portable devices; play video games
• Like to cocoon when traveling
Monetizing VideoMonetizing Video
Product Placement
Advertiser Funded Video
Mobile Video
Video on Demand (VOD)
Joost, Sky1
In Stream Videoin-video
in-content
Online Video Ads Mainly Drive Online Video Ads Mainly Drive Site Visits; Some Purchase Site Visits; Some Purchase
44% of users have taken some action after viewing a video ad
Video Activities by Gender and AgeVideo Activities by Gender and Age
High propensity to share and distribute video content across all demographic
groups
Video Ad FormatsVideo Ad Formats1. In-Video advertising1. In-Video advertising
Pre-Roll: before content stream (:15 and :30 seconds)
Mid Roll: during content stream (:15 and :30 seconds
Post Roll: after content stream (no limits)
Overlays Ticker Ad
During video playback a unit Launches at the bottom of the player
During video playback a unit Launches at the bottom of the player
Roll Based
Ticker Ads
Overlays
Video Ad FormatsVideo Ad Formats2. In-Content video advertising2. In-Content video advertising
Banner to Video Expandable Video Overlay Video Banner (468 x 60) In Text Video Advertising Video Subsites
Video ad appearing on or over the content of a site
Kraft Crystal Light Video Campaign Kraft Crystal Light Video Campaign Case StudyCase Study
Kraft Video campaign ran across three months, across social media, entertainment and lifestyle sites
Brand impact study conducted by Kraft and Dynamic Logic revealed campaign raised awareness of Crystal Light by 21%
Hilton Maldives VideoHilton Maldives VideoCase StudyCase Study • Web Liquid arranged for the
Hilton Maldives Resort to be the first hotel participating in Tripadvisor’s new online video features.
• Video (11 minutes long) has been played 11,673 times to date and rated a 4.5 out of 5 by viewers.
• Prior to the 2006 Travelers Choice Awards, in which the property was selected as the Best Luxury Hotel, Web Liquid and Trip Advisor submitted video to ABC in Chicago• One-minute features was
aired live during the news broadcast
Measuring VideoMeasuring Video
• Panel Based Measurement – Nielsen VideoCensus – a US based panel based
measurement service leveraging content-tagging. VideoCensus will measure:
• Cached video content streams • Peer-to peer video streams• Digital rights-managed (DRM) video streams
• Ad Serving – Tracking video streams through third party ad serving. Key
metrics include: • Time Spent • Clicks • Traffic to Site• Unique Streams
Relevant Points of Video Distribution
– Videos YouTube– Google Video– Yahoo Video– Turnhere.com– Travelistic.com– Tripadvisor.com– Hotels.tv– Zoomandgo.com– Travelchannel.com– LHW.com (Leading
Hotels of the World)
http://www.webwereld.nl/articles/47700/youtube-vows-to-protect-video-makers-in-invideo-ads.html
Single Site Distribution Points
Network Distribution Points
– Egg Network • 20M video streams a day• 75+ social media sites
– Brightcove – Advertising.com