One of the more interesting ways for brands to connect with their audience is through video advertising. Video advertising allows brands to tap into the psyche of their customers, influence emotions and create an indelible impression. Tablets, Smartphones and other connected devices have brought the video experience literally into the hands of consumers. And this proliferation of devices has made brands rethink their video marketing strategy. Gone are the days when video advertising focused on being grandiose and over the top. Now the onus is on reaching consumers where they are and grabbing their attention in the quickest way possible.

For example, brands’ contemporary video partners provide some form of analytics to help understand how their money is being spent. Demographics, viewership numbers, drop off rates are all valid metrics, but when it comes to gaining more information especially from a predictive or event oriented standpoint rudimentary reporting capabilities fail miserably.

So what other areas can brands better leverage through analytical capabilities? This whitepaper aims to shed light on the same.

Video MarketingAnalytics

Leveraging

- For Brands

Analytics helps brands achieve this goal. Brands have not come to realize that customer engagement is not just limited to creating a video and putting it up online. Strategic placement, compelling content and relevant engagement touchpoints all go together in captivating customers. Customer knowledge in the form of usage data and content preferences are being widely used by brands to better leverage their marketing investment. However, contrary to popular belief, analytics extends so much more beyond that.

01.................................................

EXECUTIVE SUMMARYOne of the more interesting ways for brands to connect with their audience is through video advertising. Video advertising allows brands to tap into the psyche of their customers, influence emotions and create an indelible impression. Tablets, Smartphones and other connected devices have brought the video experience literally into the hands of consumers. And this proliferation of devices has made brands rethink their video marketing strategy. Gone are the days when video advertising focused on being grandiose and over the top. Now the onus is on reaching consumers where they are and grabbing their attention in the quickest way possible.

VIDEO ADVERTISING ALLOWS BRANDS TO TAP INTO THE PSYCHE OF THEIR CUSTOMERS, INFLUENCE EMOTIONS AND CREATE AN INDELIBLE IMPRESSION.

For example, brands’ contemporary video partners provide some form of analytics to help understand how their money is being spent. Demographics, viewership numbers, drop off rates are all valid metrics, but when it comes to gaining more information especially from a predictive or event oriented standpoint rudimentary reporting capabilities fail miserably.

So what other areas can brands better leverage through analytical capabilities? This whitepaper aims to shed light on the same.

Digital Media Usage Snapshot 2015

Digital Video consumption continues to grow...

Digital video viewers

203.8Mup 4.2% from 2014

All mobile phonevideo viewers103.1Mup 13.2% from 2014

Smart phone video viewers

102.2Mup 13.9% from 2014

Digital TV viewers

153.4Mup 7.6% from 2014

2015 2014

Mobile phone gamers

166.8Mup 13.2% from 2014

64.8% of mobile users

Digital movie viewers

112.5Mup 7.4% from 2014

Analytics helps brands achieve this goal. Brands have not come to realize that customer engagement is not just limited to creating a video and putting it up online. Strategic placement, compelling content and relevant engagement touchpoints all go together in captivating customers. Customer knowledge in the form of usage data and content preferences are being widely used by brands to better leverage their marketing investment. However, contrary to popular belief, analytics extends so much more beyond that.

One of the more interesting ways for brands to connect with their audience is through video advertising. Video advertising allows brands to tap into the psyche of their customers, influence emotions and create an indelible impression. Tablets, Smartphones and other connected devices have brought the video experience literally into the hands of consumers. And this proliferation of devices has made brands rethink their video marketing strategy. Gone are the days when video advertising focused on being grandiose and over the top. Now the onus is on reaching consumers where they are and grabbing their attention in the quickest way possible.

For example, brands’ contemporary video partners provide some form of analytics to help understand how their money is being spent. Demographics, viewership numbers, drop off rates are all valid metrics, but when it comes to gaining more information especially from a predictive or event oriented standpoint rudimentary reporting capabilities fail miserably.

So what other areas can brands better leverage through analytical capabilities? This whitepaper aims to shed light on the same.

The Digital Video landscape is in a peculiar state of simultaneous expansion and contraction. The sheer number of Ad technology vendors that populate this domain and provide tools of every conceivable use is testimonial to the above fact. For example, the latest ‘Video Ad Serving Template’ commissioned by the Interactive Advertising Bureau (IAB) was developed and put together by no less than 42 companies with some form of vested interest in video ad serving including behemoths like Google, Yahoo, Turner and Nielsen. With such a diverse ecosystem brands are spoilt for choice when choosing the right video ad partner. But this is easier said than done. From a purely analytics standpoint, most of these companies fail to address what brands need in their video advertising ecosystem. Some challenges are as follows.

● ANALYTICS CHALLENGE

The explosion of personal devices with internet connectivity has enabled consistent user experiences across device screens and caused coalescing of the various types of media. The boundaries between media vehicles have collapsed changing the way consumers search, consume and share content. The various formats, devices, publishing portals and end user demographics generate an immeasurable amount of analytic data. While data acquisition is not a pressing issue, how this data is being currently utilized is where many brands and their video partners fail. Present level of Analytics tends to be highly descriptive i.e. focusing on current insights and behavior. Questions such as ‘Who are our customer segments’ and ‘What are they interested in’ are answered by Descriptive Analytics.

● PERSONALIZATION CHALLENGE

One of the biggest challenges TV industry faced was the ability to efficiently reach specific audiences with ads. With the rise of digital video this challenge has been addressed to some extent. However there still exists the problem of providing contextual and personalized advertising content. As viewing behavior fragments across multiple screens and on-demand platforms, this challenge becomes even more difficult. Intelligently predetermining the context of the consumer’s video, gauging their preferences and offering related advertising, all in real time is a demanding challenge and it is this challenge that brands need to overcome.

Video ads now span multiple display devices and come in several different formats.

Online Video - A Statistical Snapshot

83%

Top consumers:

18-24 year olds

Everyday, 75million U.S. internetusers watch videos online

Averagenumber of videos:

213/month

Average viewing

time: 19.2 hours/month

of U.S. Internet users watch online video at least once per month

Analytics helps brands achieve this goal. Brands have not come to realize that customer engagement is not just limited to creating a video and putting it up online. Strategic placement, compelling content and relevant engagement touchpoints all go together in captivating customers. Customer knowledge in the form of usage data and content preferences are being widely used by brands to better leverage their marketing investment. However, contrary to popular belief, analytics extends so much more beyond that.

While gaining an understanding of status quo is vital, brands fail to utilize Analytics for anything more. Forecasting and Predictive capabilities are largely ignored. Questions such as, ‘Who are most likely to watch ads’ and ‘Who are most likely to skip ads’ remain unanswered. Brands forego the ability to define the likelihood of customer behavior due to this oversight.

One of the more interesting ways for brands to connect with their audience is through video advertising. Video advertising allows brands to tap into the psyche of their customers, influence emotions and create an indelible impression. Tablets, Smartphones and other connected devices have brought the video experience literally into the hands of consumers. And this proliferation of devices has made brands rethink their video marketing strategy. Gone are the days when video advertising focused on being grandiose and over the top. Now the onus is on reaching consumers where they are and grabbing their attention in the quickest way possible.

For example, brands’ contemporary video partners provide some form of analytics to help understand how their money is being spent. Demographics, viewership numbers, drop off rates are all valid metrics, but when it comes to gaining more information especially from a predictive or event oriented standpoint rudimentary reporting capabilities fail miserably.

So what other areas can brands better leverage through analytical capabilities? This whitepaper aims to shed light on the same.

CHALLENGESThe Digital Video landscape is in a peculiar state of simultaneous expansion and contraction. The sheer number of Ad technology vendors that populate this domain and provide tools of every conceivable use is testimonial to the above fact. For example, the latest ‘Video Ad Serving Template’ commissioned by the Interactive Advertising Bureau (IAB) was developed and put together by no less than 42 companies with some form of vested interest in video ad serving including behemoths like Google, Yahoo, Turner and Nielsen. With such a diverse ecosystem brands are spoilt for choice when choosing the right video ad partner. But this is easier said than done. From a purely analytics standpoint, most of these companies fail to address what brands need in their video advertising ecosystem. Some challenges are as follows.

THE BOUNDARIES BETWEEN MEDIA VEHICLES HAVE COLLAPSED CHANGING THE WAY CONSUMERS SEARCH, CONSUME AND SHARE CONTENT.

02.................................................

● ANALYTICS CHALLENGE

The explosion of personal devices with internet connectivity has enabled consistent user experiences across device screens and caused coalescing of the various types of media. The boundaries between media vehicles have collapsed changing the way consumers search, consume and share content. The various formats, devices, publishing portals and end user demographics generate an immeasurable amount of analytic data. While data acquisition is not a pressing issue, how this data is being currently utilized is where many brands and their video partners fail. Present level of Analytics tends to be highly descriptive i.e. focusing on current insights and behavior. Questions such as ‘Who are our customer segments’ and ‘What are they interested in’ are answered by Descriptive Analytics.

● PERSONALIZATION CHALLENGE

One of the biggest challenges TV industry faced was the ability to efficiently reach specific audiences with ads. With the rise of digital video this challenge has been addressed to some extent. However there still exists the problem of providing contextual and personalized advertising content. As viewing behavior fragments across multiple screens and on-demand platforms, this challenge becomes even more difficult. Intelligently predetermining the context of the consumer’s video, gauging their preferences and offering related advertising, all in real time is a demanding challenge and it is this challenge that brands need to overcome.

Analytics helps brands achieve this goal. Brands have not come to realize that customer engagement is not just limited to creating a video and putting it up online. Strategic placement, compelling content and relevant engagement touchpoints all go together in captivating customers. Customer knowledge in the form of usage data and content preferences are being widely used by brands to better leverage their marketing investment. However, contrary to popular belief, analytics extends so much more beyond that.

While gaining an understanding of status quo is vital, brands fail to utilize Analytics for anything more. Forecasting and Predictive capabilities are largely ignored. Questions such as, ‘Who are most likely to watch ads’ and ‘Who are most likely to skip ads’ remain unanswered. Brands forego the ability to define the likelihood of customer behavior due to this oversight.

The Digital Video landscape is in a peculiar state of simultaneous expansion and contraction. The sheer number of Ad technology vendors that populate this domain and provide tools of every conceivable use is testimonial to the above fact. For example, the latest ‘Video Ad Serving Template’ commissioned by the Interactive Advertising Bureau (IAB) was developed and put together by no less than 42 companies with some form of vested interest in video ad serving including behemoths like Google, Yahoo, Turner and Nielsen. With such a diverse ecosystem brands are spoilt for choice when choosing the right video ad partner. But this is easier said than done. From a purely analytics standpoint, most of these companies fail to address what brands need in their video advertising ecosystem. Some challenges are as follows.

● ANALYTICS CHALLENGE

The explosion of personal devices with internet connectivity has enabled consistent user experiences across device screens and caused coalescing of the various types of media. The boundaries between media vehicles have collapsed changing the way consumers search, consume and share content. The various formats, devices, publishing portals and end user demographics generate an immeasurable amount of analytic data. While data acquisition is not a pressing issue, how this data is being currently utilized is where many brands and their video partners fail. Present level of Analytics tends to be highly descriptive i.e. focusing on current insights and behavior. Questions such as ‘Who are our customer segments’ and ‘What are they interested in’ are answered by Descriptive Analytics.

● PERSONALIZATION CHALLENGE

One of the biggest challenges TV industry faced was the ability to efficiently reach specific audiences with ads. With the rise of digital video this challenge has been addressed to some extent. However there still exists the problem of providing contextual and personalized advertising content. As viewing behavior fragments across multiple screens and on-demand platforms, this challenge becomes even more difficult. Intelligently predetermining the context of the consumer’s video, gauging their preferences and offering related advertising, all in real time is a demanding challenge and it is this challenge that brands need to overcome.

The Analytics Pyramid

Beyond Descriptive Analytics

Differentiate yourself by moving upthe Analytics value-chain

Add Forecasting to your Analytical arsenal

PERFORMANCE DIAGNOSIS RESEARCH

SKIP

DESCRIPTIVE

PRESCRIPTIVE

PREDICTIVE

PROGRAMMATIC

While gaining an understanding of status quo is vital, brands fail to utilize Analytics for anything more. Forecasting and Predictive capabilities are largely ignored. Questions such as, ‘Who are most likely to watch ads’ and ‘Who are most likely to skip ads’ remain unanswered. Brands forego the ability to define the likelihood of customer behavior due to this oversight.

WATCH

The Digital Video landscape is in a peculiar state of simultaneous expansion and contraction. The sheer number of Ad technology vendors that populate this domain and provide tools of every conceivable use is testimonial to the above fact. For example, the latest ‘Video Ad Serving Template’ commissioned by the Interactive Advertising Bureau (IAB) was developed and put together by no less than 42 companies with some form of vested interest in video ad serving including behemoths like Google, Yahoo, Turner and Nielsen. With such a diverse ecosystem brands are spoilt for choice when choosing the right video ad partner. But this is easier said than done. From a purely analytics standpoint, most of these companies fail to address what brands need in their video advertising ecosystem. Some challenges are as follows.

● ANALYTICS CHALLENGE

The explosion of personal devices with internet connectivity has enabled consistent user experiences across device screens and caused coalescing of the various types of media. The boundaries between media vehicles have collapsed changing the way consumers search, consume and share content. The various formats, devices, publishing portals and end user demographics generate an immeasurable amount of analytic data. While data acquisition is not a pressing issue, how this data is being currently utilized is where many brands and their video partners fail. Present level of Analytics tends to be highly descriptive i.e. focusing on current insights and behavior. Questions such as ‘Who are our customer segments’ and ‘What are they interested in’ are answered by Descriptive Analytics.

● PERSONALIZATION CHALLENGE

One of the biggest challenges TV industry faced was the ability to efficiently reach specific audiences with ads. With the rise of digital video this challenge has been addressed to some extent. However there still exists the problem of providing contextual and personalized advertising content. As viewing behavior fragments across multiple screens and on-demand platforms, this challenge becomes even more difficult. Intelligently predetermining the context of the consumer’s video, gauging their preferences and offering related advertising, all in real time is a demanding challenge and it is this challenge that brands need to overcome.

Youtube – The Online Video Behemoth

Youtube your way toOnline Video Marketing success

6 BILLION

ours of video arewatched monthly

56 COUNTRIES

Post content in 61 languages

1BILLION

unique users visitYouTube each month

100SOF MILLIONS

YouTube is now being accessedfrom hundreds of million devices

2LARGEST

search enginebehind google

100HOURS

of video are uploaded every minute

17PERCENTAGE

of all internet traffic flows through YouTube

25PERCENTAGE

of views globally arefrom mobile devices

nd

While gaining an understanding of status quo is vital, brands fail to utilize Analytics for anything more. Forecasting and Predictive capabilities are largely ignored. Questions such as, ‘Who are most likely to watch ads’ and ‘Who are most likely to skip ads’ remain unanswered. Brands forego the ability to define the likelihood of customer behavior due to this oversight.

TechnologyEvaluation

Factors

03.................................................

SO WHAT NEEDS TO BE DONE?Brands need to change their perspective of what analytics can offer them. Brands must begin by clearly identifying their analytical goals. For example using predictive analytics, brands gain a foresight into what their customers seek and offer it to them when they want. Be it informational content, product demos or ads via video, predictive analytics can bring relevance and context into a brand’s advertising ecosystem.

BE IT INFORMATIONAL CONTENT, PRODUCT DEMOS OR ADS VIA VIDEO, PREDICTIVE ANALYTICS CAN BRING RELEVANCE AND CONTEXT INTO A BRAND’S ADVERTISING ECOSYSTEM.

A macro level audience report is not greatly beneficial. Typical analytics and report interfaces from media platforms are focused on reporting on ‘what happened’ / MIS. Further the reports are organized from a perspective of the platform not the end users.

With predictive Audience Analytics, accurately predicting customer behavior is straightforward. It supports you in making the best decisions based on your data, and lets you determine which Ads / Programming Content your customers are likely to want next. In addition, the value of each viewer at an individual or household level can also be calculated along with risks, allowing you to create tailored, personalized communication.

The identifying of a suitable analytical partner who can reconcile their goals and existing capabilities is the need of the hour. By approaching an experienced analytics organization, brands can utilize their customer data to uncover new insights, leverage customer preferences and gain the buy in of their customers through video advertising. Individual service provider and network reports fail to reflect opportunities latent or explicit that exists in the market.

OrganizationEvaluation

Factors

VendorEvaluation

Factors

Organization/ Vendor

Fit

Evaluate the You-Your Analytical Partner fit through various angles

IDENTIFYINGAN ANALYTICAL

PARTNER

A macro level audience report is not greatly beneficial. Typical analytics and report interfaces from media platforms are focused on reporting on ‘what happened’ / MIS. Further the reports are organized from a perspective of the platform not the end users.

With predictive Audience Analytics, accurately predicting customer behavior is straightforward. It supports you in making the best decisions based on your data, and lets you determine which Ads / Programming Content your customers are likely to want next. In addition, the value of each viewer at an individual or household level can also be calculated along with risks, allowing you to create tailored, personalized communication.

Decisions

What will happen?When will it happen?

Why will it happen?

How do webenefit from

these predictions?

How will thesedecisions impacteverything else?

Predictions

Effects

Predictive Analytics for Better Decision Making

Predict future outcomes, suggest actions to benefit from predictions and show the

implications of each decision option

PREDICTIVE ANALYTICS

ABOUT XERAGO04.................................................

Xerago is a new age marketing solutions company with a footprint across Asia Pacific, now making its foray into USA. Clients include Citi, DBS, HDFC Bank, SM Retail, Celcom, Starhub, Intel, BharatMatrimony, and a number of other market-leading and start-up brands.

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Ph: 065-9006 2077Email Id: salesAPAC@xerago.com

To learn more about Customer Value Maximization and how it can help you,contact your nearest Xerago office.

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