The  Marketer’s  Roadmap  for  Scaling  Online  Video  Adver<sing

Chip  ScullyExtreme  Reach

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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

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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