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Google Confidential and Proprietary 1
Video Ads
26-27 March 2009
Presenter: Joe McDermottroeTranslator: Uladzimir Hrapelman
Google Confidential and Proprietary 2
Video Ads Online
Source: http://www.iabuk.net/en/1/thebuzzononlinevideomarketing.html
“Simply put internet VOD means enhanced TV online and this time the advertiser has the potential to be in full control.”
Simon Collins, Vividas
Google Confidential and Proprietary 3
Agenda
Why Use Video Ads?
What Form Do They Take?
Online Taking Video Further
Summary
Google Confidential and Proprietary
WHY USE VIDEO ADS
4
Google Confidential and Proprietary
Key Marketing Objectives Met by Video Ads
Source: eMarketer ‘Online Video Advertising’s Effect on the Purchase Process, by Site Category, 2007-2008’; July 2008.* Delta= point difference between control and exposed group
Online Video Advertising’s Effect on the Purchase Process, by Site Category, 2007-2008 (average delta* above control and % lift)
15.4
7.6
6.9
3
2.6
11.1
4.9
3.8
1.8
1.8
0 5 10 15 20
Online AdAwareness
Messageassociation
Aided brandawareness
Brandfavorability
PurchaseIntent
Market Norms Database
Branded Content Sites (OPAmembers)
44% lift
67% lift
82% lift
55% lift
39% lift
Google Confidential and Proprietary
Why InVideo Ads?
“five times the industry average for
standard display ads.”
Overlay advertising demonstrates high levels of user engagement
According to a 2008 study, overlay ads had a click-through rate that was
Break Media – Panache study, May 20 – August 2, 2008
Source: MediaPost
Google Confidential and Proprietary
1.5x more attentive on YouTube vs TV
7
Time (seconds)
Inte
nsity
(at
tent
ion)
Source: Biometric data collected Sept 2008 in the UK. TV respondents were watching In Plain Sight a US FBI drama. Web respondents were surfing on YouTube
* Biometrics data measured: Heart rate Physical movement Respiratory rate Skin conductance
Google Confidential and Proprietary 8
Zapp-Out Rate
• TV has a higher zapp-out rate than YouTube – users are much more likely to click away during TV spot than to click away or stop a YouTube video ad.
time (in sec.)
audience share
The diagram shows the share of respondents who watch the spot/ video. As all spots were different in length curves were standardized first and aggregated after.
Google Confidential and Proprietary
WHAT FORM DO THEY TAKE
9
Google Confidential and Proprietary
Placement on Sites: Click-to-Play Video Ads
Your ad is placed on partner sites
Ad
- Ad unit on partner site
- Ad can be initially paused
- Option to have ad auto-play without sound
Placement options Click-to-Play Video
Google Confidential and Proprietary
Placement in Videos: In Stream Video Ads. V1
Pre-roll Mid-roll Post-roll
Your ad is placed on partner video sites
Ad Location
- Within video being played
Placement options
Google Confidential and Proprietary
Placement in Videos: In Stream Video Ads. V2
Ad within Video
Your ad is placed on partner video sites
Ad Location
- Video plays
- Ad appears while video plays
- Does not disrupt video playback
Placement
Google Confidential and Proprietary
Placement In Games: In Stream Video Ads
Ad Location
- Within Game
Press Start!
Game over!
End of Level 1
Pre-roll Mid-roll Post-roll
Your video ad plays in a partner game
Placement options
Google Confidential and Proprietary
TAKING VIDEO FURTHER
14
Google Confidential and Proprietary
Video and Consumer 2.0
Users get what they want, whenever and wherever they need it, however they choose to get it…• Video-On-Demand
• Ozon.ru, eBay
• iTunes
…and they tell you and others about it• Sharing, emailing, embedding, blogging, social
networking, real time updating
• Product reviews, user comments
15
Google Confidential and Proprietary
Moving video ads to the next level
New Digital
Platforms
Various Ad Formats
Better Metrics
16
Google Confidential and Proprietary
Entertainment or Advertising?
17
McNuggets Tiger Woods 09 - Walk on Water
Guys backflip into jeans Keanu HP Commercial
Virality
DialogueExpression
Inspiration
Google Confidential and Proprietary
SUMMARY
18
Google Confidential and Proprietary
Summary
Video ads perform
They are competitive with TV
Ads can appear as videos themselves, within videos or even within games
Video Ads can go a step further than most advertising: They can build community around a product
They can make a product go viral
19
Google Confidential and Proprietary 20
Thank You!Q&A