Post on 14-Jul-2015
transcript
The Convergence of TV and Digital Video Advertising
Ryan Pamplin vp & digital evangelist
About Extreme Reach
TV Ad Technology
Digital Video Ad Technology
The Path to Video Convergence
About Extreme Reach
Television91 Ad Age 100 Brands
Talent$150 Million Paid in 2013
Digital VideoHolistic Measurement
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
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
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
TV Ad Technology
Film Satellite Cloud(Extreme Reach)
Tape
TV Audience Measurement
• Panel Based
• Programming as Proxy
• Gross Rating Points
Digital Video Ad Technology
Custom Interactive
Overlays
Whatever
Worked!
Experiments with
XML and Flash
• IAB Digital Video Committee
• VAST
• VPAID
• Site Served vs. Ad Served
Digital Audience Measurement
• Impression Level
• Broader Panel
• Campaign Based GRP
• Cross Referencing Data
• More Metrics
Digital Challenges
“Half the money I spend
on advertising is wasted;
the trouble is I don’t know
which half.”
John Wanamaker
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)
Non-Viewable In-Stream Impressions: 18.2%
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%
1,300%
Inventory aggregators serve non-viewable video
impressions 1,300% more than direct publishers.
Non-Viewable Fraud
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
“36% of Web traffic is fake.”- Wall Street Journal
In-Stream
THE FOLDTHE FOLD
In-Banner
THE FOLDTHE FOLD
Video Player Size
IAB Minimum Recommended Size — 400 x 300
Standard Size — 853 x 480
In-Banner Size — 300 x 250
In-Stream Impressions Delivered In-Banner: 23.6%
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%
Inventory aggregators serve in-stream video
as in-banner 524% more than direct publishers.
524%
Non-Viewable Impressions
In-Banner
Robotic Traffic
Unsafe Environments
What’s the solution?
• Transparency
• Accountability
• Automation
Similarities & DifferencesTV and Digital Video Advertising
Broadcast
MeaningfulAudience Size
DynamicAd Support
InternetConnected
Measurablein Realtime
Video On Demand(VOD)
Desktop & Mobile
Over-the-top(OTT)
THE PATH TO
Video Convergence
Transparency &
Accountability
1
Fully Integrated
Programmatic
Ecosystem
2
Data &
Optimization
Loop
3
THE PATH TO
Video Convergence
Transparency &
Accountability
1
Fully Integrated
Programmatic
Ecosystem
2
Data &
Optimization
Loop
3
THE PATH TO
Video Convergence
Transparency &
Accountability
1
Fully Integrated
Programmatic
Ecosystem
2
Data &
Optimization
Loop
3
THE PATH TO
Video Convergence
Planning Activation DataCreative
The Two Keys to
Video Convergence
Streamlined Workflow
Unified Insights
Brands Media
BUDGET
INSIGHTS
Ryan PamplinVP & Digital Evangelist, Extreme Reach
Thank You!
@ryanpamplin