Agenda
• Introduction• Market status
– Landscape– Challenges
• Solution– Features & Capabilities– Process
• Benefits– For Agencies– For Publishers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Timeline of rich media advertisingIntrusive vs Immersive advertising…
N O N – B R O W S E R B A S E D
“5%”
InGame video launches
Video standard in all formatsPurpose shot video begins
‘PreRoll’ ads before online video content
First 2MB Video AdRe-purposed TV
Offline video & sponsorship InStream interactive video within player
Eyeblasterlaunches the‘Floating Ad’
Rise of the ‘Smart Ads’
“Information Source to Entertainment Stream”
Desktop applications
Behavioural & Sequential ads
Cross-Network advertising
“0.5%”
Broadband Penetration
% of ads using video
Cross-Channel advertising formats
Mobile & IPTV
Symantic Web‘Web 3.0’
Introduction
• What is inStream video advertising?– Playing a short video ad (usually up to 30 seconds long) within a player
before the content (Pre-roll), after the content (Post-roll) or within the content playback (Mid-roll)
• See a live sample here
• Pre-roll video inventory has grown in 105.2% annually (CAGR) between 2001 – 2006 (source: eMarketer)
• But is about to explode between 2007-2011
Instream opportunity
• Premium inventory• No-longer dedicated video portal/Ents stream
– can be ROS on any content page
• Multiple instream per page impression (stay on same page)– Can appear anywhere and as may times per content stream – pre, mid, post + multiples thereof
• New revenue stream– TV budgets complementing existing online
• instream currently 1% of TV• 15% by 2011 = to online display
• Complemented by companion with interactive – intrusive + immersive– no need to click away, deliver everything to user
• Reach/frequency – people/content – not impressions• Consolidated reports
Market Status
Publisher using WMP
Ad Agency
Ad management
Ad serving & tracking
Ad management
Ad serving & tracking
Publisher using a proprietary Flash implementation
Publisher using Brightcove
• Landscape:– Publishers are using different
technologies (WMP, Flash, etc.)– Many big publishers have
proprietary player implementations (usually based on Flash)
– Some use 3rd party ad management and player solutions (e.g., Brightcove)
• Challenges:– Agencies have to send over video files or
tapes to every publisher separately in the specific format it supports
– Agencies cannot modify or swap creatives, perform optimization or change clickthru URLs mid campaign
– Publishers have to manage the ads and run tracking using internal ad-servers
– Agencies can’t get uniformed and consolidated tracking and analytics
– Agencies can’t provide 3rd party tracking with delivery, reach & frequency and performance
Ad serving & tracking
Ad management
Solution – Features & Capabilities
• Universal 3rd party video ad-serving - across different player technologies and implementations
– Windows Media playlist support– Generic player support– Full Brightcove integration
• Video files hosting and serving using our CDN partners• Automatic encoding to 12 versions (3 formats for 4 bandwidths)• Automatic bandwidth detection and serving• Full tracking*:
– Delivery, reach & frequency – Video progression (start, end, 25%, 50%, 75%)– Click, fullscreen, pause, play, mute, unmute, and more– Integrated with Eyeblaster new analytics application
* Tracking availability depends on specific publishers capabilities
• Auto-detection of plug-in – Flash 7 – Flash 8 – WMP
VideoStudio – setting the new standardOne single package - multiple videos to match user environment
Solution – Process
Publisher using Brightcove
Publisher using WMP
Ad management
Ad serving & tracking
GenericLinks
WMPPlaylist
B/CXML
• Agency uploads (or sends) assets to Eyeblaster in any format
• Eyeblaster encodes 12 versions (3 formats for 4 bandwidths)
• Agency creates one unified media plan across publishers
• Publisher generates tags/xml for its specific player technology/implementation and places them in player / publisher ad-server
• Eyeblaster manages the ads and serves them to all publishers using CDN
• Eyeblaster collects tracking info from all publishers
• Agency analyzes campaign across publishers in Eyeblaster Analytics
Publisher using a proprietary Flash implementation
Ad Agency
Solution – Benefits
• Benefits for the agency:– Stop sending videos to multiple publishers (quicker
turnaround and save money)– Work in one format, let EB worry about conversions– One unified media plan and serving across
publishers– Flexible mid campaign management (change
creatives or clickthru URLs, optimize campaign, …) – Advanced, unified tracking across publishers– Use standard EB tools for trafficking and analytics– Provide comprehensive 3rd party tracking
• Benefits for the publisher:– Avoid overhead of internal ad management
(increase scalability and turnaround)– Avoid video encoding and simplify campaign rollout
operations– Increase accessibility and usability for ad agencies– Continue using specific/proprietary player solution
Publisher using Brightcove
Publisher using WMP
Ad management
Ad serving & tracking
WMPPlaylist
B/CXML
Ad Agency
GenericLinks
Publisher using a proprietary Flash implementation
InStream technicalities
• Sound ON• Up to 30secs
– 2sec bumper, 10-15 sec recommended or 30-sec TV
• Full Screen• Video package – one size fits all (bandwidth or plug-in)
– Usually set-up as 4.4MB to allow for scaling
• Advanced Delivery options (not just impressions)– Set to every 3 mins, irrespective of viewing many clips within that time
• Works with Companion Banners to give creative freedom
• Flash: Has cross-platform compatibility and Interactivity (WMV doesn't) – Suitable for short-length content – We are Brightcove compatible
• WMV: Has streaming quality and DRM protection (Flash doesn't) – Both required for 30min IPTV shows. – We are WMV direct compatible and working with Roo and Narrowstep
• Silverlight: Promises to address it all... (?!) - – Eyeblaster already is compatible
InStream
OnPage
No need for page / companion
Allows power of TV plus interactivity
Ads can be dynamically inserted
Content and ads can be seamless
Allows option to removing the fixed ad-break slot
InPlayer
TV style ad + companion
Uses upto 30 second linear footage
Companion banner allows interactivity
No need to click away
Initial Solution Proposed Ideas
Consumer Behaviour Tracking (pre-click)
Behavioural Sequencing
Re-target ads based on previous consumer behaviour on media properties (across domains)
Cross sell/Up sell to maximise ROI
Build valuable user database over time
who have never visited your site
visited your site
active participants on your site
Behavioural Re-targeting
User interactions determine what ad is shown next coaxing user through decision making cycle
Unlimited creative ‘paths’ help improve conversion rates catering to users at different stages of decision making cycle
During The Campaign Prior to Campaign