Video Versioning

May 2013

Video VersioningItalian Sales Team

04/08/2023©2013 Digital Generation Inc. All rights reserved 1

“A strategy for increasing TV advertising’s effectiveness and reach through digital channels.”



Conventional Rich Media Video Timeline• Media Campaign set up

Rich Media video and Standard grouped together

• Encoding of videolong and complicated process

• Creative build and approvalvideo and standard assets produced together

• Publisher testing and approvalat the mercy of the publisher for last phase

• Usually 1 – 3 week process


Digital campaigns were rarely synched to TV campaigns


Video Versioning

• FTP set up to facilitate exchange of video resources

• Encoding by media agency following a set procedure

• No creative build or approval. Video Versioning ! media agency swaps the assets and update the SV

• Pre-Certified publishersno testing or approval required by publishers

• Usually 2 – 3 day process


Video versioning synchronizes TV spots to multiple Digital channels


Mvideo formats (Groupm)







Tweb formats (Carat)


Tweb format (Carat)

CARAT (TWEB) – Flash Expandable

http://origin.demo.eyeblaster.com/Italy/preview/tweb_v2_demos/armani_background_feed.html


Tweb format (Carat)

CARAT (TWEB) – Flash Expandable

http://origin.demo.eyeblaster.com/Italy/preview/tweb_v2_demos/armani_background_feed.html


CARAT (TWEB) – HTML5 Expandable

A multi-channel approach over time

04/08/2023 17

Constantly evolving expandable formats

VAST evolving towards VPAID

HTML5

2011 2012 2013


The Numbers

2011 2012 20130

100200300400500600700800

Mvideo revenue (Euros)

2011 2012 20130

100200300400500600700800900

Overall revenue (Euros)


Two different approaches, same goal.


Siege style (or expedition style) refers to mountaineering which involves setting up a fixed line of stocked camps on the mountain which can be accessed at one's leisure.

Alpine style refers to mountaineering in a self-sufficient manner, thereby carrying all of one's food, shelter, equipment etc. as one climbs, Additionally, alpine style means the refusal of fixed ropes, high-altitude porters and the use of supplemental oxygen.


Alpine v.s Siege

• Get very lost

• Lose your fingers and toes

• Get left behind

• Die from a Pulmonary edema

• Get very bored waiting around

• Argue with the porters

• Run out of time

• Die of starvation



Our approach to Groupm (Mvideo)

• Only 2 people client facing• Decisions made quickly• Frequent risk taking• Expert crisis management• Ability to adapt as a team to frequently changing

directions• Constant exchange of ideas and brainstorming• Dodge the red tape• Propose innovation• Emphasis on ROI/GRP compared to user-experience


Our approach to Carat (Tweb)

• Decisions made slowly and democratically• Clear milestones set with client• Made our “physical” presence felt in their office• Train and train again• Thorough testing and QA• Only propose change when absolutely necessary• Exploit Groupm’s well beaten certification track• Emphasis on user-experience and brand protection• Patience and persistence


Challenges

• Copy cat formats both from publisher and agencies.

• ReportingCross Advertiser activity is difficult to analyse on a

macro scale

• Video metricsVideo Started Rate often depended on Publisher’s

page

• Territory Isolation. Getting R&D, Custom Dev and 2nd tier involved

• Alpha/Beta Isolation


Keys to success for Video versioning• Find large agency that is able to leverage a powerful position• A highly technical creative team • Self-service Agency• Publisher Certification and support• Smart Versioning• Get on every Beta program out there• Take risks. Say yes and worry later• Persistence • Flexible Team (both in terms of deadlines and procedures)• Ring-fencing clients to prevent conflicts of interest• Adapt to the client’s approach


Different styles. Same mountain.

.


Thanks. Your turn917.123.456 [email protected]

www.dgit.com


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Technology

Video Versioning