VideoEgg Media Kit

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    Lets make online advertising better.MattHabegger,

    Engineering,

    VideoEggSanFrancisco,

    Photo:WadeLance

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    Love notes.02

    VideoEgg makes the impossible seem

    like business as usual. I will continue

    to use them any time I need to make

    my client look like a rock star.

    Nathan Poeschl Morpheus Media

    VideoEgg is a great media partner,

    delivering compelling creative, efficient engagement,

    and superb service. CPE is the way to be! :)

    Jesse Cahill MediaCom

    VideoEgg offers turn-key creative and unique ways for

    my non-profit clients to engage with donors onl ine.Cammeo Murray Russ Reid

    Stand alone. A platform built to drive engagement

    with high impact creative execution. Couple this

    with superior client service and branding analytics

    VideoEgg to me is innovation.

    Its also Creative Engagement. Viewer friendly ads

    increasing time spent between consumer and brand

    only breeds profitability for our clients.

    Cory Henke ID Media

    Rich media (production and ad

    serving fees included), CPE

    pricing model and creditable

    inventory. Does it get any betterthan this?

    Nicole Miller RJW Media

    VideoEgg has given us a

    vibrant, dynamic user

    experience with solid

    results to add to our

    clients media mix.

    Alexander Bunkowski

    DSA Media

    I always know a VideoEgg ad when I

    see it! Great way to reach, engage,

    interact with, intrigue, break through

    the clutter, have a party with your

    audience...you get the idea. VideoEgg

    works!

    Ashley Dillon Cosette

    I won GOLD at the Media

    Innovation Awards for our Fido

    client with the Twitter feed

    AdFrames integration. That was

    Awesome! Now everybody knows

    that the bird is the word!

    Oliver Ceballos Bos

    Digital engagement made easy and appealing

    promises made by many but delivered by few.

    Professional, innovative and insightful viva the

    VideoEgg engagement network. A virtual teammember that helps us refine our market and provide

    an optimal experience for our audience.

    Zac Moffet Targeted Victory

    VideoEgg has been a vital step in moving our clients

    forward in a non-pharma friendly digital world.

    Lehana Graham MediaCom

    VideoEgg is like your mother, if your mother were

    more awesome. In four words great people,

    awesome product.

    Terra Sharek OMD

    Smart people + smart product = fun

    for everyone.

    Zachary Kubin MEC

    VideoEgg provides really

    great customer service

    and can back it up with some amazing

    campaign results!

    Gabrielle Goneconti (Brie)

    Morpheus Media

    VideoEgg means giving clients

    with limited resources a

    chance to do somethingimpactful.

    Lizzy Pietri Moses Anshell

    As a Pharma Digital Media

    planner Im plagued with

    daunting goals and limited

    options. VideoEgg represents

    smooth medical legal reviews

    and an engaging platform

    to speak to patients about

    treatment options, side effects

    and cost savings. The team

    at VideoEgg also has custom

    solutions for our biggest

    challenges.

    Chad Kunko Prime

    Access Inc.

    VideoEgg means progressive creative executions,

    guaranteed engagement with my consumers and free

    gum after each meeting.

    Michael Searles Media Contacts

    The bird is the word.

    Louis-Philippe Charland Carat

    Smart people, cool products and

    who doesnt love a customized

    t-shirt!?!

    Lisa Bronson LBi

    Efficiency, top results and a pure pleasure to work

    with. What else do you need?

    Viola Gurvits MEC

    VideoEgg offers great solutions and superior

    We consistently see excellent performance in

    units we run on VideoEgg.

    Rachel Lary Mindshare

    VideoEgg is a refreshing c

    that saw something new a

    moved; they continue to le

    way. We love working with

    and his team.

    Caroline Moul PHD Netw

    What Video egg means t

    team is quite simple

    Always about ser

    offerings and s

    support, Have

    linked to bra

    solutions Ad

    beyond impr

    Never comp

    execution qu

    Getting usab

    learnings. Sim

    AHANG

    Byron Charles Broo

    Mindshare

    By combining immersive creative with an adcentric buying model, VideoEgg has succeed

    making a very exciting advertising product.

    Aaron Reinitz Harmelin Media

    You had me at engagement.

    Annie Evans Universal McCann

    VideoEgg means service.

    of charging only on enga

    is revolutionary and as a

    new idea, it takes time to

    the concept to my creativ

    partners. VideoEgg is alw

    willing to help me throu

    process.

    Andrew Ettinger Palmer Media Services

    What I need is a technology company that isn

    to hold me to ransom. I need someone who w

    take my assets and build me something inno

    something stand-out, that looks great for the

    need a network with intelligent targeting and

    And I need someone who wi ll trade on engag

    and give me the confidence that theyll make

    work for me, deliver results and user interact

    Thats what VideoEgg means to me

    Tom Barker Mindshare

    Our VideoEgg team combines whats best ab

    networks with cutting edge rich media to ma

    ROI packed milkshake of awesome.Paul Caparotta Bandai Games American,

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    VideoEgg is a new kind of

    media network that guarantees

    engagement for brand advertisers.

    We are headquartered in

    San Francisco, California.

    We have offices across the US, inCanada, the UK and Australia.

    Learn more about our unique

    approach to advertising at:

    videoegg.com.

    Follow us at:

    twitter.com/videoegg

    For information about advertising

    with us, contact your local rep at

    videoegg.com/contact

    To inquire about becoming part

    of our publisher network, apply at

    videoegg.com/publishers

    Shelly is our curious bird friend.

    Together, we are learning to fly.

    This publication is made from

    recycled newsprint. When you are

    finished with it, pass it on, or drop

    it in the recycling bin.

    Thanks to all the creative

    VideoEggers, our clients, and

    friends who helped this papercome together

    2010 VideoEgg, Inc., Shelly the bird,

    and VideoEgg are trademarks or registered

    trademarks of VideoEgg, Inc. in the

    United States and other countries. All

    other trademarks are the property of their

    respective owners. All Rights Reserved.

    Nice people with usefultechnology making digita

    advertising work better.

    Designers and technologistsmake your content engaging.

    Media strategists develop anefficient network approach.

    We deliver your campaign and help youunderstand the impact of the investment.

    Goals, targets, assets, data and reporting needs.

    Marketing objective.

    Engaged.

    Your peeps.

    Delivered.

    To what end?

    You are 100% Happy or we make it right.

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    We love it at its very best. And we love what it enables journalism,

    sport, art and culture

    But lets face it, most people hate advertising most of the time.

    Necessary evil or opportunity for innovation?

    04

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    Value of attention

    Value of impression

    Brand advertising is in trouble. The whole notion ofinterruption is under pressure. How will digital carry thetorch when it leaves precious little room for storytelling?

    Indeed, media delivery is changing faster than the adstructures that support it. The industry is in desperate neof new ideas and people that can deliver them.

    For the past five years we have been working on the fronlines, innovating on pricing models, audience delivery,creative formats and underlying plumbing. Were making

    progress, but advertising is a big complicated business athe pace of change in media is accelerating. In short, thea lot left to do. Our focus is simple and ambitious - letsmake online advertising better for brands.

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    MediaTen questions for OMGs Steve Katelman and TBWAs Colleen Decourcy

    Message&Whats the best compliment youve received from a

    client about your work?

    SK: Hey, that worked great!

    CD: Working with your team makes my team smarter.

    What is it your peers and/

    or clients just dont get about

    digital advertising?

    SK: Its not all about the click.

    CD: The two conversations

    seem to be data/analytics and

    campaign extensions. I think

    were missing the larger point that

    technology and the way it canextend the value of a product or

    service is a big idea. I suppose

    digital can be just a platform for

    advertising ideas...but why would

    you stop there?

    Whats the

    one thing digital advertising needs to

    address/solve in the next few years?

    SK: True measurement.

    CD: Everyone is trying to find the right ad

    format to engage their audiences. I think

    content is the killer onl ine engagement

    and we need to invest in unique ways todeliver and allow people to experience

    content beyond video views.

    Will online campaigns ever make

    people feel anything?

    SK: I would argue that online campaigns

    especially those using site sound motion

    do engage people and allow for an

    emotional connection to be made as this

    is a lean-in medium.

    CD: I think they have to or we dont have

    a viable medium. Relevance and distinction are the the

    two goals of advertising....digital agencies have really

    been hammering relevance. Advertising is about emotion.Those two things need to f ind each other.

    What one change would you like to see in the online

    advertising ecosystem?

    SK: Id like to see more customization & less standard

    execution. True brand integration -- let the reach/

    frequency play be handled by automation.

    CD: Im tired of display. Its a throw-back to print

    television. We shouldnt have built an online ad in

    based on real estate. It stopped us from figuring o

    to monetize the more complex things like social a

    and content.

    Why is brand advertising online so hard?

    SK: Not really sure it is as long as you spend a suf

    amount of time developing the correct KPIs & str

    The fragmentation can be addressed.

    CD: Its not. It should be the easiest thing. Its a pe

    medium for brand behavior. The answer to the la

    question is the reason it seems so hard.

    What is the most interesting digital program

    SK: McDonalds/ Hulu commercial free primetime

    CD: Everything The New York Times has done to

    brand online. Its the news version of itunes to m

    the best demonstration of how technology can tr

    the use of a product and facilitate an expression o

    behavior.

    If you werent doing thi

    what would you be doin

    SK: Playing lead guitar in

    Skynyrd

    CD: Id be a war corresponWhich is basically the sam

    but with bullets.

    What makes you most p

    about your job?

    SK: That I get paid for this

    CD: The idea that with tec

    we have no standard platfo

    We dont just build messag

    were creating communica

    structures. Its the equivale

    of inventing television and

    programs that run on it - not once for 50 years of f

    every day. Every day something new and someth

    express through it. Every day starts with a blank

    think thats true creativity.

    Who is the next marketing superstar?

    SK: Steve Katelman

    CD: No one we know.

    Relevance and

    distinction are the

    the two goals of

    advertising...digital

    agencies have really

    been hammering

    relevance. Advertising

    is about emotion. Those

    two things need to find

    each other.

    Colleen Decourcy

    ColleenDecourcyChiefDigital Officer,TBWA Worldwide

    Steve KatelmanVP, StrategicPublisher Partnerships,

    DigitalOmnicomMediaGroup

    Q & A

    06

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    Our ads expand like th is. Advertisers can do pretty much

    anything in here. Video, games, maps, tweets.

    Everything is shareable across social environments.grows

    RunswildAdFrames is a

    multi-platform system.

    The same experience

    runs across mobile

    environments, like

    the iPhone.

    BORNThe AdFrames system and creation tools enable

    teams to create lots of sizes like this very quickly.

    Doc stays put.We recently added Doc to the

    AdFrames product suite. Doc isanchored to the bottom of a site

    (users can always close it). It

    expands and delivers the same

    rich experiences as other

    AdFrames products.

    The life

    and timeof an ad

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    Action starts with.The innovative charity organization challenged us to raise awareness to help eliminate

    AIDS in Africa. We put our people, technology and network to the task. Along with the pro-bo

    campaign, we created an attention dashboard to broadcast the results in real-time. Heres whlooked like (see it live at www.videoegg.com/red)

    Doc for page-takeover impact

    Mobile for intimacy

    C A S E S T U D Y

    AdFrames Display for reach and engagement

    VideoEgg Cares is how we use our resources tosupport important causes like . For moreinformation about how we might support yourcause, contact your local sales representative.

    Cares

    08

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    ...attention.The live dashboard showed attention, impression, average time spent, video views, discrete engagementsand secondary actions.

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    VE: The Ad Effectiveness Study is the first and largest of its

    kind ComScore has conducted. Why?

    LL: This was a controlled experimental design. It allowed us to

    isolate the impact of the ad unit vs. site type

    essentially, whether environment played a role

    in the ads effectiveness. Most of our research

    deals with live campaigns. We have various

    types of measures. The difference is: Because

    its live, we cant control for all variables to

    really understand what the driving factor of the

    shift is. In the case of this controlled study, we

    were able to examine all brand measures.

    VE: What do the results mean for media

    buyers? What about brand managers?

    LL: For media buyers, while theres value in

    placing an ad on large brand sites, we also

    found more creative ad units, including videounits, can significantly raise brand lift regardless of context. Its

    a matter of where youre looking to spend dollars. Ad format is

    something they should put more weight on in their decision.

    For brand managers, its a matter of engagement. We saw

    considerable lift with those who engaged with the actual a

    Engagement is 6x more effective driving ad recall. When yo

    creating an ad experience, think of how

    consumers to engage with your brand. It

    shifting that mindset and creating comp

    experiences.

    VE: What can we learn about measu

    with this? Is measurement changing?

    LL: Put simply, the click isnt the best in

    of brand engagement. Were going to a p

    brand ROI (sales) measurement is beco

    more of a holistic view of what worked w

    campaign, examining that through vario

    and turning that knowledge into best pr

    over time.

    VE: Whats the biggest takeaway for the industry?

    LL: I have two. Ad format matters. Engagement is a big one

    mind.

    Behind the NumbersA Conversation with Lesle Litton, comScore Vice President

    Q & A

    ..measurement is

    becoming more of aholistic view of what

    worked well in the

    campaign, examining

    that through various

    filters and turning

    that knowledge into

    best practices over

    time.

    10

    In our quest to make online advertising better, we partnered withcomScore on a landmark study. Our goal was to arm brands withdefinitive research on the relative brand value of rich media ad unitsThe largest of its kind, the study involved six major brands across avariety of industries and included 14,000 respondents. Together, weexamined how ad performance is impacted by environment and howparticular creative units drive brand recall and perception.

    To put the study into a little more context, we sat down with LesleLitton, comScore vice president, to discuss its significance and whatthe findings mean for you.

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    100

    200

    300

    400

    500

    154

    199

    250

    437

    Video Intrstl AdFrames AF + Intrstl Engagers

    SELECT ATTRIBUTES Index engagers to non-engagers(Banner index 100)

    Rich media ad unitsoutperform standardbanners.

    VideoEgg AdFrame (AF)

    units are 2x as effective

    in generating ad recall.

    Engagement increases

    unaided recall by 6x and aided

    recall by more more than 4x.

    Key findings:

    Engaging videoad units perform

    well regardless ofenvironment.

    While consumers were more

    familiar with brand name sites

    when controlling for ad unit and

    advertiser, the type of site alone

    did not shift brand metrics.

    Aided and Unaided Recall

    Impact of

    site type

    Not significant

    Impact of

    advertiser

    99% significant

    Impact of

    ad unit

    99% significant

    Ponder this:

    How do interruptive

    approaches deliver on

    brand metrics?

    What are light ways

    get people to engage a

    boost recall and brand

    perceptions?

    How can you increase

    spent with a brand?

    What role should prem

    play in your buy?

    Ad engagementincreases keybrand perceptionsand lower funnelmetrics.

    48% increase in top two

    box brand associations on

    average.

    23% increase in brand

    consideration.

    12% increase in likelihood to

    recommend

    THANKS TO BRANDS THAT

    PARTICIATED IN THE STUDY:

    When creating an ad experience, you mustthink of how you want consumers to engage withyour brand. This study demonstrates a need to shiftindustry mindset and place more emphasis on creatincompelling ad experiences. - Lesle Litton,Vice President at comScore

    1.

    2.

    3.

    4.

    2010 VideoEgg + comScore study, the first large-scale research project to accuratelydetermine the interplay of Ad Units, Engagement and Environment.

    AIDED AD RECALL Which of the following ads do yourecall seeing on the site? (Banner index 100)

    50

    100

    150

    200

    250

    300

    350

    295288

    193

    is exciting thrilling is for people like me

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    BIRD LOVER

    People Networks

    Balance audience, context and environment.

    How we might target a young, influential tech enthusiastto introdue a new mobile offering.

    Leverage impression

    level audience data

    from identifying

    females 18-34. Deliver

    mid to high income.

    Blogs, specifically in

    tech, fashion and music.

    Streaming music sites.

    Celebrity news and

    witty fashion critiques.

    Mobile social utilities

    and streaming media

    apps. Next generation

    devices like iPad.

    ModeAudience

    Customized, data-driven brandnetworks that know where peogo to connect, learn and play.

    Context

    Erin Skidmore, Marketing, VideoEgg San Francisco Photo: Patti Beadles12

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    network

    Current, curated, quality.We partner with leading

    media brands and fast-

    growing, influential

    newcomers. OurEngaging 100 list

    includes some of the

    most interesting sites and

    applications on the web.

    Fortified withReal-time impression leveldata enables us to identifyspecific audiences and

    interests.

    Mobile too.

    Based on your reach and

    targeting objectives we deliveryou a list to meet your needs.

    We will work with you to add o

    remove sites that dont fit the b

    Ensuring your brand is safe.The steps we take.1. Domain-level whitelisting No domains

    outside of our pre-screened list2. Keyword filtering on page No pagesthat violate our inappropriate content filter

    3. Continual human review Regular deepdives to verify sites havent changed sinceacceptance

    We deliver audiencacross mobileapplications as anintegrated part of aAttention Performance

    SiteQua

    lity

    control

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    02

    Snip, fold. Behold.

    Your future in advertising, foretold.

    14

    PINK Gre

    en

    BLueorange 1

    one

    2two

    3three

    4

    four

    5

    five

    6six

    7seven

    8

    eight

    FOLD

    FOLD

    UGC campaign makes front page of AdAge.

    Agency fired. The people now agency of record.

    Its gone viral.

    How to fold yourFortune Teller:

    1. Fold and unfold. 2. Fold each cornerto the center.

    3. Flip over. 4. Fold each cornerto the center.

    Flip over.

    4. Fold and unfoldto make creases.

    Like th

    Youget

    firedforchargingtoo

    manylapdanceson

    thecompanycreditcard.

    Clientmakes

    drunkenpassat

    you.

    Thiscouldbeb

    ad.

    Orgood.Goagain.

    Googlecompletesfriendlytake-overof

    industry.Repositioncareer.

    Yourdigital-only

    c

    ampaignshatters

    a

    warenessmetrics.

    TheTVguysreport

    toYOUnow.:

    )

    Your14%engagement

    rateisbasedonclicksonthe

    closebutton.

    Sssshh.W

    hoc

    an

    arguewithsuccess?

    YournewadmascotisbiggerthantheGeicocaveman.

    Primetimeoffersabound.

    You now have 1,000 Facebookfriends. Change business card

    to Social Media Consultant. $40k raise.

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    Solutions

    < Attention seeking engagement monster

    Feed them RFPs. Feel the love.Say hello to our attention seeking engagement monsters,

    the VideoEgg Solutions team.Throw them the brief.Theyll love you back with surpisingly clever ways

    of engaging your audience. XO.

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    Things we do...

    We are straightforward and clear.

    We like solving complex problems.

    We care less about our competitors andmore about our clients.

    We believe details make the product.

    We think good service really matters.

    So does good design.

    We like to laugh.

    We care about the world.

    We are ambitious.

    We zag.

    16

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    Engagement. We know thats what marketing is

    all about, but weve never agreed on what it isand how to measure it. All engagements matter,

    yet most of them happen outside the view of

    any reliable measuring technology. Until we

    all have implants in our skulls, a lot of this just

    cant be quantified.

    Yet advertisers want to know what value

    they are getting for their money. The

    language doesnt exist yet to measure

    engagement in all its forms. So the

    industry has stalled. Its time to get

    moving again, but to define engagement

    in terms of what is measurable.

    While the industry has grown, so too have

    the mechanisms that individual agencies,

    publishers, networks, and creative vendors

    have put in place to count what they

    deem to be important success metrics.

    The system promotes game playing.

    How many times have you seen an auto-

    playing video running silently beneath the

    scroll? Or an ad impression on a redirect

    page? Or an expanding ad on a quick

    trigger to get accidental engagements?

    Even when everyone is being an

    upstanding citizen, we have a tower

    of Babel situation in the language of

    measurement. We have CPA, CPL, CTR,

    CPE, eCPM, complete views, brand

    lift, ad recall, time spent, and a host

    more. Agencies try to normalize all the

    different things they buy, and their unique

    measurement methodologies, through

    a Rosetta Stone of a spreadsheet that

    distills them into a common metric. But

    each agency has a different spreadsheet.

    It is crucial that, as an industry, we develop a common

    language to describe what constitutes engagement: different

    categories of engagement, measurable indicators that tell us

    it has happened and to what degree, and effects that we are

    able to quantify. Until we do, it will continue to be difficult to

    tell the C-Suite that we are providing value. What we need is

    to develop a measurement model that cuts through the murk

    and heads towards a vernacular that can compare all of

    creative executions, technologies and media types.

    Its not an easy conversation to have. No one wants a ch

    direction that will make their old measures look like the

    inflated and thats whats likely to happen to almost ev

    if we start describing engagement in terms of hand-rais

    brand-recalling, time-spending, intention-peaking, action

    taking consumer effects. But if we

    we can do much better for the adve

    and, quite probably, learn a few thi

    that will make consumers lives be

    The conversation only moves along

    following things happen:

    Advertisers: Ask agencies tough

    questions. How are they measuring

    engagement? Why did they choose

    do it this way rather than another?

    do they know it works? Dont accep

    industry standard practices as an

    answer those practices might not

    best for being standard.

    Agencies: Ask publishers tough

    questions. How does each define a

    engagement? What consumer beha

    can we track? Should we track thos

    How do you care for both the adver

    and the user experience? Are those

    captured honestly?

    Publishers: Ask clients tough ques

    Why do you think the metrics you h

    asked us to hit are the right measur

    How can we work more closely tog

    to create value rather than talking a

    price all the time?

    The industry as a whole needs to spend some real time

    brain power sorting through these issues and publish a

    standards that enables understanding and eliminates g

    playing. If were going to find a better way to advertise i

    this very fragmented world that has outgrown its traditi

    metrics, it must be done.

    - Matt Rose

    Counting what countsP E R S P E C T I V E

    Can we develop a common language to describe engagement?

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    What works?

    We will help youfigure it out.AdStudyIdentify media and designelements that driveengagement to maximize

    your campaign.

    Brand StudyUnderstand how yourcampaign impacts brandmetrics.

    Custom ResearchDesign and implementcustom research programs

    to make your online brandadvertising work better.

    Sample report: AdStudy performance analysis (sample data)

    18

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    Somequestionswed liketoanswerwithdata:

    1. Can we quantify the brandingvalue ofuser control and choicewhen viewing ads?

    2. What are thedesign principlesthat drive time spent withanad?

    3. How do different third-party

    targeting data offerings influencebrand andROI metrics?

    4. Are people whoelect to engagewith an ad already pre-disposedto the brand?

    5. Can we use regression analysisto map the Internet for premiumengagement opportunities?

    6. Howcan brain wave

    measurement help us understandengagement with, attention to,

    andcognitive processing ofonline video?

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    P E R S P E C T I V E

    iPad: A Touching Response.At a press conference the week after the iPad launched, Steve Jobs

    introduced his new mobile OS along with his exclusive network for an

    exclusive ad unit: the iAd. In Jobs vision of the world and a direct hit

    to competitor Eric Schmidt of Google mobile devices are not about

    search, but about app usage.

    As Steve describes it, the iPad is: our most advanced technology in

    a magical and revolutionary device at an unbelievable price that wil l

    change everything about mobile devices. From our perspective, we

    are pretty sure this new device will change one thing: the mobile web

    browsing experience.

    Since the integration of Internet access into phones, companies have

    been trying to figure out how to use these uniquely personaldevices for marketing. Most mobile advertising

    is currently text-based or tiny, dull banners

    placed on a limited number of WAP sites.

    Only within apps and mostly iPhone

    or Android phone apps at that is

    anything approaching what we would

    call rich media possible. And since

    the penetration of iPhones and Android

    devices in the US represents less than

    5% of the total mobile market according to

    comScore, is it really worth it for a marketer?

    The market also hasnt matured because there

    is little understanding of how consumers engagewith content on small-screen mobile devices.

    Now that problem changes character with a

    bigger touchscreen and we already know

    how touchscreens have changed behavior on

    smartphones. People with touchscreens are

    more likely to click on the ads reports show

    that click through behavior on iPhones and

    Android phones are virtually identical and

    are more likely to already be engaging in mobile

    commerce.

    I dont know how people will use the iPad. I feel safe in saying

    that the real-world use cases for the iPad will be determined byobserving its use and not by the technology itself. But there are a few

    things we have to be aware of with the device, as it could be the true

    game changer for mobile web browsing.

    Apple is shutting out Adobe by declaring that HTML5 is the only

    programming language that ads on Apple devices can be programmed

    in. Thats a huge challenge to marketers and agencies used to building

    wired web ads in Flash. While they would like to simply port ad

    the iPad, the reality is not so simple.

    Rushing headlong into a new thing without understanding its

    fundamental differences is a recipe for failure. And this is a new

    The iPad is a tactile device. Fingers are king. And fingers dont o

    the way a mouse does. They are not pinpoint activators of finely

    delimited, image-mapped navigation. How should the web work

    you can touch it? How do my stubby fat fingers manipulate the

    content as my wifes fine thin ones? Just like a glove, one standa

    school approach to content wont fit all.

    The iPhone has trained people that they can flick to zoom in and

    to zoom out. If that behavior takes place on the iPad, weto re-think what an impression is. Can we deve

    a content hierarchy that changes based on t

    zoom level, in order to maximize the value

    impression no matter its user-determined s

    We might want to go back to basics and r

    whether impressions should be dumped in

    of paying based on interactions. What doe

    mean to expand an ad, or navigate content

    ad, when people use their fingers to trace an

    intent to move the pieces around? What sort o

    should we start tracking w

    those fingers can tell us s

    Early television was repu

    radio drama performed fo

    camera sold to single spons

    took time and experimentation

    producers learned to visualize the

    and advertisers learned to create the

    spots. The same was true of the Interne

    And the same is true, on a potentially smaller

    less important scale, of mobile advertising. The iP

    the new advertising platform on the block iAd repre

    next step in the evolution of interactive media and will give dev

    tools that wil l allow them to incorporate ads users can view wit

    leaving their apps.

    Its all so new lets not think we know the answers yet.

    - Matt Ro

    20

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    Founded in 2005.Privately held. Profitable.Operationsin nine markets including Australia, Canada, UK. 100%year-over-year global sales growth in 2009.Represent90% of the biggest digital advertisers in North Americ

    Reaching more than 100 million global uniques.Delivering one billion impressions per month.

    Still restless.

    Restlessness is discontentand discontent is the first

    necessity of progress.Show me a thoroughlysatisfied man andI will show you a failure.

    Thomas Edison

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    22

    BECAUSEYOULOVEONLINE

    ADVERTISING.

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    ElyseBellamy,

    Creative,

    VideoEggSanFrancisco

    RyanChristo,Engineering,

    VideoEggSanFrancisco

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    When was the last time online advertising

    made you feel something?