In-Stream “State of the Union”

© 2011 MediaMind | A Division of DG | All rights reserved

Service Team presentation

John A. Miller | Director, Product Experience

Nettie Tien | Solution Specialist

Boaz Ram | Product Marketing ManagerApril 23, 2012

In-Stream “State of the Union”

© 2011 MediaMind | A division of DG | All rights reserved

Introduction

John A. Miller

Director, Product ExperienceNew York City

Nettie TienSolution SpecialistNew York City

Boaz RamProduct Marketing ManagerNew York City


▸ Opportunity

▸ Offering

▸ Outlook

▸ Q & A

Agenda


Opportunity


Online Video is Growing Fast…We Must Act!

2011 2014

$1.97B

$5.71B

+190%

Online Video Spend in USA

2009 2014

13.4%

35.9%

+177%

Video as % of Online Spend

eMarketer June 2011 ; eMarketer Nov. 2010


TV Consumption is Going Online

23%

US internet users who watch TV

content online weekly

eMarketer Dec. 2011


Where is the Money Coming From?

Online Display

Budget Growth TV Print

OHHNon-Ad Search Social

45%25%

32%38%

16%9%

Digital Video Advertising Trends: 2012; BreakMedia


MediaMind Has Some Competition in Video

Varied Focus Video Focus

Non-Platform

Platform


17%3rd PartyServed

43%Site Served36%

Don’t Accept3rd Party Tags

21%TV Managed

83%Site

Served

Site Serving In-Stream is Still King…For Now

But…

• More and more RFP discussions include 3rd Party Serving• Increases in video usage will reshape agency workflows making

3rd Party Serving necessary• We saw the same transformation in Rich Media 10 years ago

Within three years, 3rd Party Serving will be common practice


Offering


What is In-Stream?

▸ Video ad presented alongside feature content


What is In-Stream?

▸ Video ad presented alongside feature content


MediaMind’s In-Stream Offering

▸ Deliver content to the publisher in the VAST format

▸ Publisher controls end-user experience

▸ MediaMind does not offer our own player

▸ VPAID support on a case-by-case basis


What is VAST?

▸ Video Ad Serving TemplateXML protocol describing an ad to be displayed in, over, or around a Video Player.


How does VAST work?

Secondary Ad Server

Publisher Ad Server

Custom XML parsing

Video player

Pixel reporting on impressions and activities

XML ad response

Pre-fetch ad request

Pixel reporting on impressions and activities

4

2

1

3


VAST Elements

▸ Linear AssetVideo that is pre, mid, or post-roll

▸ Non-linear AssetText, image, SWF that runs simultaneously with the video content (i.e. overlay)

▸ Companion AdText, display ad, rich media or skins that wrap around the video experience. Typically run alongside or surrounding the video player.


VAST Examples

Linear Asset & Companion Ad Non-linear asset overlay


What is VPAID?

▸ Video Player-Ad Interface DefinitionEnables interactivity between video players and ad units, establishing a rich interactive in-stream experience


VPAID Examples

Clickable overlay


In-Stream VAST on the MM platform


In-Stream VAST on the MM platform


Custom Interactions Regular Interactions Description Ad format

Not supported Impressions, Clickthrough Tracks in stream served by other ad server In-Stream Tracking

Supported Impressions, Clickthrough, Replay In stream , support VAST, using SWF files . In-Stream VAST -

using SWF files

Not supported Impressions, Clickthrough In stream , support VAST, using FLV/Videos files .

In-Stream with VAST - using FLV /video files as asset

Analytics Support – Tracking and Serving


Across-the-Board Video Metrics

Video Metrics▸ Video starts

▸ Quartiles

▸ Videos completed

▸ Sound mutes/unmute

▸ Video paused

▸ Watched full-screen


Limitations

► Analytics reports do not support the "CreativeView" tracking event

► Analytics reports do not support the time-based metrics such as Dwell, Timer, and Average Time.

► The current ad format accepts only Flash files using ActionScript3.

► Targeting was previously a limitation. Currently in final testing stages with Impossible Software.


VAST Certification

► Dedicated certification team

► Send certification request to [email protected]

► Currently certified with 140+ publishers

► 2-3 weeks for VAST/VPAID

► Include Publisher Account Managers when applicable


Certification Process

▸ All pub certifications projects are managed in CRM as projects

▸ Projects are updated on a weekly basis

▸ Client-facing certification will be available this week


Outlook


Important Dates

▸ May 13th – Beta Soft Launch• Internal infrastructure release, greenlight to start building

our own VAST templates and certifying for VPAID with publishers

• Custom VAST formats (Custom dev & PIT)• VPAID support• Permissions enabled to select internal users only


Important Dates

▸ June 30th – Full Beta release to clients• Full-service• Certified with 60+ publishers• Permissions enabled to all internal MM users


New Beta Features

▸ Flexible/adaptable VAST • Can run with sites that previously could not accept our VAST

tag (Tidal TV)

▸ VAST interactive video capabilities (VPAID)• VPAID checkbox on the MM platform• Support VPAID methods in Flash

▸ Custom VAST formats• Publisher specific, modify XML with XSLT schemas

▸ Interactive Formats

▸ Dynamic Video


Beta Goals

▸ Gain confidence in technical stability of VAST/VPAID

▸ Receive feedback regarding all new features

▸ Develop best practices for VPAID ads

▸ Certify with 60+ strategic VPAID publishers


Resources


Training Zone


Socialtext


Upcoming In-Stream Campaigns

▸ Please notify [email protected]

mailto:[email protected]


Q & A


Thank you!

Documents

In-Stream “State of the Union”