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