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9th February 2011
ContentsContents
The VOD Landscape
New VOD Ad Formats
Long Form Vs Short Form
Market Research (Incremental Reach Case Study)
The Future
The VOD LandscapeThe VOD Landscape
Over Over 1515 million people million people
Online Video in the UK: Online Video in the UK: Understanding the PotentialUnderstanding the Potential
In the UK are going to watchIn the UK are going to watch
200200 million videosmillion videos
TodayTodaySource: Comscore Video Matrix: December 2010 UK dateSource: Comscore Video Matrix: December 2010 UK date
Over Over 3535 million people million people
Online Video in the UK: Online Video in the UK: Video is Here and NowVideo is Here and Now
Are going to watch an averageAre going to watch an average
1717 hours of online video eachhours of online video each
ThisThis MonthMonthSource: Comscore Video Matrix: December 2010 UK dateSource: Comscore Video Matrix: December 2010 UK date
What Are People WatchingWhat Are People Watching
Source: Comscore Video Matrix: December 2010 UK dateSource: Comscore Video Matrix: December 2010 UK date
UK Video Spending (£m)UK Video Spending (£m)
Source: Enders AnalysisSource: Enders Analysis
+28% increase +28% increase 2008 - 2010 2008 - 2010
Whose Spending? Whose Spending? Web TV Campaigns (Dec 2010)Web TV Campaigns (Dec 2010)
86 Campaigns / 59 Advertisers86 Campaigns / 59 Advertisers
New VOD Ad FormatsNew VOD Ad Formats
Pre Roll IMPACTPre Roll IMPACT
Exclusive to WebTV
Create brand standout & recall
Ideal for entertaining creative
Delivering greater IMPACT & ENGAGEMENT
for your clients
RED - IMPACT Case StudyRED - IMPACT Case Study
Standard Pre Roll - 2.53% CTR IMPACT Pre Roll - 5.44% CTR
+ 115%
Pre Roll OverlayPre Roll OverlayOverlay solution developed to re-engage user Overlay solution developed to re-engage user
Pop up banner messaging appears during content
Encourages user interaction
Creative can be text based or a transparent banner
Saab - Pre Roll OverlaySaab - Pre Roll OverlayOverlay developed to Overlay developed to
push brochure uptake and promote test drivespush brochure uptake and promote test drives
Standard Pre Roll - 1.78% CTR Overlay Pre Roll - 3.37% CTR
+ 89%
Long Form Vs Short FormLong Form Vs Short Form
Long Form Vs Short Form “Debate”Long Form Vs Short Form “Debate”Top 20 Sites (Professional Content) Average Time Per Video
Comscore: Videometrix Oct 2009
Non Broadcast = 65% of Top 20. BBC is the only Terrestrial station to feature in ranking
Average 4.4 Minutes
Understanding Short formUnderstanding Short form118 118 wanted to increase top of mind awareness and brand consideration for their service.They were keen to understand the benefits of running their brand messaging against short form content to support their broadcaster activity Using Dynamic logic AdIndex, which uses control/exposed methodology they were able to measure the branding value of online campaigns.
ResultsResults
By adding short form pre roll advertising to a broadcaster only campaign ,118 achieved significant increases in their brand metrics after only a single exposure.Broadcaster catch up services didn’t achieve the same levels of brand uplift as short form , which suggests 118 were able to achieve greater cut through via short form pre roll.
AdIndex Score: Normative Benchmarking of Web TV and Broadcast Brand Metric Deltas*
More Video Destinations...More Video Destinations...
TV Broadcasters / Video Platforms / Portals / Networks / PublishersTV Broadcasters / Video Platforms / Portals / Networks / Publishers
Driving New Video Content...Driving New Video Content...TV Catch Up / Webisodes / Exclusive Short Form / Syndicated Short FormTV Catch Up / Webisodes / Exclusive Short Form / Syndicated Short Form
New Advertiser Opportunities...New Advertiser Opportunities...
Market ResearchMarket Research
Intro...Intro...• DL and Web TV partnered with GroupM to measure 3 simultaneous campaigns
running in 2010 on both TV and VOD.
• We interviewed almost 4000 consumers using a combination of site served and panel based surveys.
Lynx Scott Pilgrim16-34 Men 25-44 Wmn Teens
How we did it...How we did it...
How we gauge exposure...How we gauge exposure...
For How long?
For How long?
Channels?Channels?
When?When?
Cookie Data
Cookie Data
Traditional TV WebTVF.O.P.E.
F.O.P.E.
Spend vs. ReachSpend vs. Reach
Contribution to Reach
Proportion of Spend
91%
92%
9%8%
Web TV
Traditional TV
(16-34 FMCG spend example)
(3 Campaign Avg.)
Reach of the Campaigns...Reach of the Campaigns...
Web
TVTV
View in Slideshow modeStatic Version in Appendix
3 Combined
Reach of the Campaigns... Reach of the Campaigns... Among Lighter Among Lighter TV ViewersTV Viewers
29
Web
TVTV
(71% Total) (1
3% T
otal
)
If you only remember 3 things...If you only remember 3 things...
1. Heavy and medium TV viewers are well served by traditional TV.
2. The elusive Light TV Viewers are effectively and efficiently elevated in terms of campaign exposure through the addition of Web TV.
3. An overall Incremental Reach of 5% was gained across the 3 campaigns on Web TV for Light TV viewers.
The FutureThe Future
Advanced Targeting Advanced Targeting
• Web TV implementing new LiveRail ad-serving system to become VAST compatible
• Web TV aligned with audience panels including UKOM and Comscore
• Audience Science – Behavioural targeting across video platforms
Pre Roll MobilePre Roll MobileIn early discussion with our publishers to roll out a mobile offeringIn early discussion with our publishers to roll out a mobile offering
Travel Weather Business Food
Science Entertainment Automotive Horoscopes
Syndicated Channels PipelineSyndicated Channels Pipeline
351 OXFORD STREET351 OXFORD STREETLONDON W1C 2JFLONDON W1C 2JF
TEL: +44 (0) 20 7491 7900TEL: +44 (0) 20 7491 7900FAX: +44 (0) 20 7491 7990FAX: +44 (0) 20 7491 7990
www.webtventerprise.comwww.webtventerprise.com