Digiday Video Upfront: DataXu Pitch-a-Kuch
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Transcript of Digiday Video Upfront: DataXu Pitch-a-Kuch
© 2011-2012 DataXu, Inc. Privileged & Confidential 1
Drop your business cards on your way in.
Raffle at the end of the session to win a Bose headphone.
© 2011-2012 DataXu, Inc. Privileged & Confidential 2
Debunking the myths in Video Advertising
Mukund Ramachandran, GM, Brand
© 2012 DataXu, Inc. Privileged & Confidential 3
Consumer behavior has shifted
Consumer behavior, as it pertains to the consumption of video is fundamentally changing
TV-screen world, to a screen-agnostic world
We expect content in the most convenient screen, when we want it.
4© 2011-2012 DataXu, Inc. Privileged & Confidential
And online video advertising is hot!
2012: $1 in $12 online ad dollars.
2015: $1 in $6 online ad dollars.
© 2011-2012 DataXu, Inc. Privileged & Confidential 5
Myth No. 1
Video can’t scale
© 2011-2012 DataXu, Inc. Privileged & Confidential 6
“Online video doesn’t scale”
The Claim…
1.2 BILLION VIDEOS
Massive consumer adoption
89 MILLION PEOPLEIN THE UNITED STATESARE GOING TO WATCH
TODAYSource: comScore Video Metrix, December 2010
Source: comScore Video Metrix, December 2010
12-17 18-24 25-34 35-44 45-54 55-64 65+0
10
20
30
40
50
60
70
80
90
100
All demos online watch online video
© 2011-2012 DataXu, Inc. Privileged & Confidential
RTB video inventory landscape
RTB Pre-Roll Video Inventory Players:Adap.TV, Google, AdBrite,
LiveRail, BrightRoll, spotXchange
12BB IPMs / month; ability to provide impactful scale to any video campaign.
© 2011-2012 DataXu, Inc. Privileged & Confidential 10
Myth No. 2
Video isn’t ready for local
© 2011-2012 DataXu, Inc. Privileged & Confidential 11
“Video isn’t ready for local”
The Claim…
© 2011-2012 DataXu, Inc. Privileged & Confidential 12
Online video works at the local level
Challenge:
Local dealerships for a large Auto company wanted to convert their hyperlocal newspaper buy, into video. Previous efforts to buy sites direct did not achieve reach. The challenge was the capability and reach, to hit:• 86 DMAs• 86 regional budgets• 86 Geo-qualified monthly campaigns targeting auto-intenders
Results:Regional dealers were able to spend all of their ad dollars on impressions within their respective areas and achieved:• A single-sourced partner instead of going to multiple
partners for DMA buys• Zero dollars wasted on out-of-area impressions• Granular tracking, budgeting, and reporting options
custom to each DMA
DataXu Hyperlocal Video Case Study
© 2011-2012 DataXu, Inc. Privileged & Confidential 13
Myth No. 3
Video can’t be optimized like display
© 2012 DataXu, Inc. Privileged & Confidential 14
Optimize your campaign across Video RTB
Seamless access to billions of exchange impressions per day.
Optimize for clicks, completions, acquisition & brand performance.
Access video inventory across 6 video RTB providers.
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Digital = Huge Opportunity
But Digital is for Direct
Response…
DX Brand Builds your
Brand, Using Digital
Traditional Branding
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EXPOSED95%
CONTROL5%
Clinical Trial Set-up Underlies the DX Brand Approach
PSA
YOUR AD
Aware
Unaware
Vote!
Somewhat Aware
Both groups are surveyed throughout the campaign
Exposed group is served your ad while control groups sees a public service announcement
Rigorous test set-up ensure valid findings
17
DX Brand Builds Customer Intelligence
Know your Customers
Identify Opportunity
Compare Segments
© 2011-2012 DataXu, Inc. Privileged & Confidential 18
28.2%
22.3%
5.90%
0%
10%
20%
30%
Exposed Unexposed
Consumers favorable to brand had 2.3X better ROI
Fraction of Consumers Favorable
SuperTruck DX Brand effect on Favorability
Action rate by type of consumer (indexed)
SuperTruck DX Brand effect on sales
2.2MNewly Favorable Individuals
SuperTruck DX Brand campaign drove
favorability towards brand in 2.2M
consumers
Favorable consumers acted and visited
SuperTruck’s advertiser’s site 2.3X more
often
1.0X
2.3X
0.0
1.0
2.0
Not favorable Favorable
2.3XMore likely to act
© 2011-2012 DataXu, Inc. Privileged & Confidential 19
Myth No. 4
Online video is not cost-effective
© 2011-2012 DataXu, Inc. Privileged & Confidential 20
“The cost of online video is too expensive”
The Claim…
© 2011-2012 DataXu, Inc. Privileged & Confidential 21
Online Video provides has a robust ecosystem of providers
Premium Portals Ad Networks Exchanges
$20-$40 CPM $15-$35 CPM $10-$15 CPM $9-$12 CPM
Providing the advertiser with vastly differing scale for the same investment
Premium Portals Ad Networks Exchanges
$500,000 $500,000 $500,000 $500,000
3.3M Uniques
5X frequency
4M Uniques
5X frequeny
8M Uniques
5X frequency
10M Uniques
5X frequency
22
DX3 – The Digital Marketing Management Platform for the Enterprise
Audience Management
Campaign Management
Insights and Reporting
Inventory Management
December 2011 Forrester Research Inc. report: “The Forrester Wave™: Demand-Side Platforms, Q4 2011” has recognized DataXu as a Leader with DX3 the Number 1 ranked current offering.
© 2012 DataXu, Inc. Privileged & Confidential 23
Mobile, Video, Display and SocialBidded and Private Premium
Selected past and current direct inventory providers
24© 2011-2012 DataXu, Inc. Privileged & Confidential
Access to ~100% of US exchange traded in-stream inventory, plus the ability to decision in private deals
Brand Safety
Full site transparency
Best in breed prospecting, targeting, retargeting and audience management
The DX Video Difference
25© 2011-2012 DataXu, Inc. Privileged & Confidential
By 2015, $1 in $6 online ad dollars will be spent in video. Advertisers who understand the ecosystem and use it efficiently will win.
Online video can provide impactful scale at the local level and be optimized for performance & brand metrics.
Online video is a cost-effective medium to achieve high ROI for performance & brand campaigns.
Debunking the myths!