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Online video is the fastest growing digital ad format (expected to increase 40% this year and next). Audiences are spending more time watching digital video, but the challenge of measuring the efficacy of ads across media while streamlining and simplifying your workflows can be daunting. This workshop will provide an insightful roadmap for simultaneously scaling video advertising and improving video campaign results.
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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
Monday, October 28, 13
Of video ad dollars are spent on online video
<6% -‐-‐ Q2 Nielsen Cross-‐PlaRorm Report,
Summer 2013
It’s Early:
Monday, October 28, 13
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
Monday, October 28, 13
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
Monday, October 28, 13
Two issues make online video adver<sing unscalable.
Workflow Repor<ng
Scalability Hurdles:
1 2
Monday, October 28, 13
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:
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:
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.
Monday, October 28, 13
Integrate & track 3rd-‐party metrics too.
Roadmap for Online Video Scalability:
Monday, October 28, 13
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
