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Transcript of Video Ad CPM Display Ad CPM $0 $25 $50 Source: Bain/IAB Benchmarking Study 2008 Average CPM...
Delivering Ads to a Silverlight Media Player Application
Nicholas BrookinsProduct Architect Akamai Technologies
Agenda
In-Stream advertising overviewFormats, CompatibilityMonetization
Identify player and ad componentsDiscuss available solutions and workflowDevelop a solutionDemo
What is In-Stream Advertising
Linear AdsPresented before, during, or after the contentSimilar to a television commercial
Non-LinearRuns concurrently with the content
Panache Demo
In-Stream Ad Unit Formats
In-StreamLinear formats
Pre, Mid, and Post-roll videoInteractive content
Non-LinearOverlay, Overlay Takeover, Bug
CompanionCompanion banner Skinning / Branding
In-Stream Ad Unit Formats
Linear Ads: Pre-roll, Mid-roll, Post-Roll
In-Stream Ad Unit Formats
Linear Ads: Interactive
In-Stream Ad Unit Formats
Non-Linear Ads: Overlay / Bug
In-Stream Ad Unit Formats
Non-Linear Ads: Interactive Overlay
In-Stream Ad Unit Formats
Non-Linear Ads: Companion Banner
In-Stream Ad Unit Formats
Non-Linear Ads: Skinning and Branding
Compatibility: Silverlight vs Flash
Silverlight on Silverlight = YESFlash on Silverlight = YESSilverlight on Flash = NO
Why Video Advertising?
Video AdCPM
Display Ad CPM
$0
$25
$50
Source: Bain/IAB Benchmarking Study 2008
Avera
ge C
PM
Marketers love video!
Video commands higher CPMs
$43
$12
How Do You Scale?
0 30
Ad R
evenue
Viewing Time
15
Pre-Roll does not scale with increased consumption
The ROI of Instream Advertising
0 30
Ad R
evenue
Viewing Time
15
2X more ad revenue per clip
Set the Stage for HD Video
U.S. Internet Video 2008-2010 Forecast and Analysis: Revenue Boom or Bust? Or Something In Between? (IDC #214948, Nov 2008)
Revenues will be driven by content that demands HD qualityU.S. Internet Video Revenues by Content Type ($M)
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
2008 2009 2010 2011 2012
Long Form VideoContent
Music Videos andMovie Trailers
UGC
News
Sports
Other
Applications
End-to-end solutionPanache workflow and management
Open SolutionStandard-based formats
Panache: OverviewThe Ad-Insertion Platform for Major Media and Entertainment Companies
Infrastructure solution for generating ad revenues
Supports unlimited ad avails and ad insertions
Professional services to ensure a complete solution
Aligns the technical team with Ad Sales, Ad Operations, and Business Intelligence groups
Able to be integrated with OVP supports Flash on Silverlight and Silverlight on Silverlight
Panache: CreationThe Ad-Insertion Platform for Major Media and Entertainment Companies
Compatible with any ad format, any ad server, and any syndication model
Designed for long-form,short-form, HD, on-demand, and live video
Offers industry-pioneering reporting that proves a publisher proof of value to an advertiser
Panache: ResultsThe Ad-Insertion Platform for Major Media and Entertainment Companies
Pre-Built “out-of-the-box” ad products include 8 IAB-Standard formats that complement Panache’s platform and get a publisher’s direct sales going.
ExamplePanache Lower-Third Video Ad: 3-phase overlay
Component Solutions
Media Player
Ad Connector
Ad Player
Ad Server(s)
Sequencing Engine
Ad / Player communication
Media Player: OpenVideoPlayer
Ad Connector: VAST
Ad Player: OVP Handlers
Ad Server(s): Microsoft / Atlas /
Various
Sequencing Engine: MAST
Ad / Player communication: VPAID
Components: OpenVideoPlayer
Open-Source Media PlayerTargets Silverlight 2.0 (3.0 support on way)Uses theming system from S.L. ToolkitSupports progressive and live streamingRSS feeds and playlist / wrapper formatsExtensible Plug-in System
Ad Connectors, sequencingAnalytics, trackingProtocols and container formatsAdaptiveEdge / Smooth-Streaming
Components: VAST
Video Ad Serving TemplateIAB recommended formatThe ‘What’ of the adFlexible XML FormatGives you:
links to Ad creativeTracking / Click-Through URLsCompanion ads
Served by many major Ad servers
Components: MAST
Media Abstract Sequencing TemplatePre-Standard effort by OVP and partnersThe ‘When’ of the adFlexible XML FormatGives you
Sequence of triggers ‘Source’ element that links to payload (VAST)Target element for player regionsMultiple Conditions based on variables and events
Provided to player with contentIn feed or single file
Components: Ad Servers
Microsoft provides video ad solutions on both sides of the advertising equation
1st-party publisher tools and 3rd-party advertiser tools
Microsoft Advertiser tools are player-agnosticDesigned to interoperate with any player whether built on Flash or Silverlight
Ad Tools gives advertisersDirect control and visibility over video ad campaigns across sites and video destinationsCommon reporting dashboard for all online efforts, which lends to holistic analysis of video in combination with other formats
Components: VPAID
Video Player – Ad Interface DefinitionIAB recommendation in progressMethods, Properties, and Events
Implemented byPlayer and Ad PlayersInteractive Ad Content
Not needed forBasic linear content Simple companion bannersSimple Overlay
User
In-Stream Ad WorkflowAD Server
(Atlas)
AD Content CDN
(Various)
VASTDoc.
Sequencing Module (MAST)
AD Creative
• Content URL/feed• VAST / MAST links
TrackingCalls
Silverlight Player (OVP)
AD Connector (Atlas/VAST)
AD Player / Rich Content
Media Content
CDN (Akamai)
MediaContent
VPAID
HTMLPage
Render
Developing a Solution
OpenVideoPlayer Config ToolVarious Options, themes, plug-ins, sourceInitParams and Embed Tag
OVP Solution and XAP filePlugins Solution
Add MAST Sequencing engineShow plug-in interface codeInitParam for MAST Source
Add the Atlas VAST connectorAdditional HTML items, containersShow the app working with an ad
Player creation demo
Delivering Ads to a Silverlight Media Player ApplicationNicholas BrookinsProduct Architect Akamai Technologies
Future Developments
Silverlight 3.0H.264/custom decodersPlug-in communicationPerformance
VPAIDSpecification in progress, watch for updates
MASTSpecification in progress, watch for updates
OVPNew Ad players and format connectorsAdditional ad unit support
Solutions in Action
Additional DemosOpenVideoPlayer with EyeWonder
http://nymag.com/rogan
OpenVideoPlayer standards-based solution
VAST, VPAID, MASTMicrosoft / Atlas Ad serverAkamai CDNhttp://openvideoplayer.sf.net/mix
Panache: ResourcesThe Ad-Insertion Platform for Major Media and Entertainment Companies
17609 Ventura Boulevard, Suite 300Encino, CA 91316
Resources
http://www.silverlight.net
http://openvideoplayer.sf.net
http://advertising.microsoft.com
http://www.iab.net
http://www.panachetech.com/showcase/iabadunits.php
http://www.akamai.com
http://www.eyewonder.com
Questions & Answers…
Go Build It!
Demo, Code, and links available at:http://openvideoplayer.sf.net/mix
Thank you for attending
Please fill out evaluations
Please Complete an Evaluation FormYour feedback is important!
Evaluation forms can be found on each chairTemp Staff at the back of the room have additional evaluation form copies
© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after
the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.