The Marketer’s Roadmap for Scaling Online Video Adver<sing
Chip ScullyExtreme Reach
You Are Here
Monday, October 28, 13
Online video adver<sing can really waste your <me.
Online Video Adver<sing Landscape:
Monday, October 28, 13
Online video adver<sing can really waste your <me.
Online Video Adver<sing Landscape:
It’s Early It’s Different1 2
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Of video ad dollars are spent on online video
<6% -‐-‐ Q2 Nielsen Cross-‐PlaRorm Report,
Summer 2013
It’s Early:
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Expected increase in U.S. online video ad spend this year and again next year40%
eMarketer study, Summer 2013
But growing very quickly:
$2012 2013 2014
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Of online video crea<ve is the same as (or a varia<on of) ads that run on TV.90%
-‐-‐ Extreme Reach Cross-‐Media Trends Research, Q2, 2013
Online TV
TV and Online Video are Synergis<c:
Commercial Master
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Two issues make online video adver<sing unscalable.
Workflow Repor<ng
Scalability Hurdles:
1 2
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Case Study: Top U.S. Auto Brand
Online video workflowwhen separate from TV
Online video workflowwhen connected to TV
Online video & TV teams, campaigns, crea<ve and objec<ves connected
Roadmap for Online Video Scalability:
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The Answer: An automated workflow for online video
that leverages TV crea<ve, prac<ces and data.
Roadmap for Online Video Scalability:
Every step is automated, streamlined or eliminated.
Monday, October 28, 13
The Answer: An automated workflow for online video
that leverages TV crea<ve, prac<ces and data.
Roadmap for Online Video Scalability:
1 2 3 4 AudienceProduc<on
Video Master
Talent & Rights
AddInterac8vity
Traffic/ServeEverywhere
Cross-‐Media Analy8cs
5
Every step is automated, streamlined or eliminated.
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Integrate & track 3rd-‐party metrics too.
Roadmap for Online Video Scalability:
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Gear up for the real mul<-‐screen future.Tap into TV all the way upstream. Scale video campaigns online.
1. Video masters instantly2. Talent/rights verification3. Instant interactivity4. Traffic, format & serve with a click5. Measure across all sites and screens
Roadmap for Online Video Scalability:
Monday, October 28, 13
