Move the Needle with Digital Video Monetization
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Transcript of Move the Needle with Digital Video Monetization
WHAT WE KNOW ABOUT VIDEO
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People are watching it
Advertisers are demanding it
Publishers can capture significant value
The environment is changing really fast
SHIFTING ATTENTION
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• More consumers are watching video on tablets and mobile devices.
• Among 18-to-34-year-olds, digital viewing was up 53% in the past year according to Nielsen.
• Among those aged 35 to 49, rates of digital viewing were up 80% over the same 12-month period.
Source: J. O’Neill, “Online video consumption up, TV viewing down among Boomers, too,” Ooyala Video Mind, September 2014. http://www.ooyala.com/videomind/blog/online-video-consumption-tv-viewing-down-among-boomers-too
AVERAGE TIME SPENT PER DAY WITH DIGITAL VIDEO BY US ADULTS, BY DEVICE
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Tablet0:20
Smartphone0:13
Mobile0:33
60%
Online0:22
40%
DeviceTotal per day = 55 mins
Mobile
Source: eMarketer 2014
ADVERTISERS ARE DEMANDING VIDEO
8Source: Bloomberg Industries / Magna Global
$3.0 $4.0 $5.0 $6.0 $8.0 $9.0$2.0 $2.0 $3.0 $4.0$5.0 $6.0
$3.0 $4.0$6.0
$7.0$9.0
$11.01.01.0
2013 2014 2015 2016 2017 2018N. America EMEA APAC LATAM
APAC projected to surpass all
other regions
GLOBAL DIGITAL VIDEO AD SPEND BY REGION
$18
$8 $11$14
$23$28
2013 2014 2015 2016 2017 2018
(IN $
BILL
ION
S)
DIGITAL VIDEO CPMS ARE ON THE RISE…
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5 to 10 times higher on average than CPMs for traditional display ads
Source: K. Olmstead, A. Mitchell, J. Holcomb, and N. Vogt, “The Digital Video Advertising Market,” Pew Research Journalism Project, March 2014. http://www.journalism.org/2014/03/26/the-digital-video-advertising-market/
MARKETERS PREFER DIGITAL VIDEO ADS
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Visual StorytellingAudience TargetingMeasurementMore Engagement
FUNDAMENTAL FIRST STEPS
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Engage Your Audience
Select the Right Technology
Optimize the Viewing Experience
CHOOSE TECHNOLOGYWISELY
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Videos should play quickly without buffering.
• Off-the-shelf platforms allow publishers to embed video directly into mobile and web properties.
• Independently built players require more capital, but allow publishers to customize for their specific needs.
OPTIMIZE THE VIEWING EXPERIENCE
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IAB & MRC Guidelines
Meet Ad Viewability Standards
Companion Ads
Text, Display, Rich Media, Skins
Alignment
Content & Demographic
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SUCCESSFUL SELLINGDirect Sales
• CPM• Sponsorships• Content Bundles
Automated Sales
• Ad Networks• Ad Exchanges• Programmatic Reserves
DIRECT SALES
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Sponsorships Content BundlesCPM• Obligation to
deliver impressions
• Requires a lot of video inventory
• 100% SOV: High effective brand experience
• No impression obligation
• Good for smaller publishers
• Combines video, articles and data ad inventory from an ad category
• Allow advertisers to achieve more views
• Predictable blended CPM
AUTOMATED SALES
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Ad Exchanges Programmatic Reserves
Ad Networks
• Aggregates inventory from multiple publishers
• Google Advertising Network, BrightRoll, LiveRail, SpotXchange
• Programmatic ad buying
• Gives publishers more control
• Google’s Invite Media, MediaMath, Turn, DataXU, [x+1]
• Advertisers agree to purchase whatever inventory the exchange can find
FIND WHAT WORKS
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Test, Test, Test
Formats: Pre-roll vs In-stream
Configurations: Multiple Pre-rolls vs. MultipleMid-rolls
Skippable vs NonSkippable
QUANTIFY
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Publishers should use a video analytics program to measurethe performance of their own content and attendant ads.
Key Metrics include:• Video page views• Video views• Total hours viewed per visitor• Percentage of visitors watching video• Unique visitors watching video• Average number of clips watched among all site visitors• Average number of clips watched among visitors who
watch video
Video Analytics Programs:comScore, Adobe Marketing Cloud, Ooyala, Brightcove, Anvato, Visible Measures, Google Analytics
NARROW THE FOCUS
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Publishers should focus on the metrics that matter to clients and build a compelling case for higher CPMs that takes the advertiser’s point of view into account.
Focus on:• Completion Rate: how much of the ad was viewed.
Advertisers want to see at least 50%.
• Click-through Rate: Relevant for ads that are click-through enabled
• Viewability: “Up and Coming” metric because of the IAB and MRC.
• Frequency: How often a viewer sees the same ad.