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MEDIATIVE’S IN-STREAM DIGITAL VIDEO DATA FUELLED VIDEO ADS. May 2014. Laura Cristescu PRODUCT MANAGER Mediative. Claudia Ortiz AD OPERATIONS DIRECTOR Mediative. AGENDA. DATA FUELLED VIDEO PRODUCT. What is changed on the market What is the Product & What are the Product Features
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MEDIATIVE’S IN-STREAM DIGITAL VIDEODATA FUELLED VIDEO ADS May 2014
Laura Cristescu PRODUCT MANAGER Mediative Claudia Ortiz AD OPERATIONS DIRECTOR Mediative
AGENDA DATA FUELLED VIDEO PRODUCT • What is changed on the market • What is the Product & What are the Product Features • In-Stream vs Rich Media • The Product Staircase • Business Rules • The Reports • Billing Rules • The Process
RTB VIDEO IS SOARING Forester Consulting – RTB Powers The Rapid Growth of Online Videos, April 2013. Over the past years, RTB has been the fastest growing segment of the online video business, growing more than 100% from 2011to 2012, 75% in 2013, and accounting for 24.7% of videospending by 2014.
REVENUE POTENTIAL IN ONLINE VIDEO IS INCREASING • eMarketerestimates that the online video ad spend will reach
2014 LIVING ROOM 43.8 % of Canadians use a second screen while watching TV 74 % 35.5 % of all Canadians watch online video used their tablet while watching TV 30.8 % used their smartphone while watching TV (Canada’s most popular second screen) ComScore – Canada Digital Future in Focus 2014 Television Bureau of Canada Study 2014.
WHERE ARE CANADIANS WATCHING ONLINE VIDEOS INVENTORY IS AVAILABLE ON AD EXCHANGE Google, “Canada Video Study” conducted by Ipso MediaCT, March 2012
DIGITAL VIDEO ADS WHAT IS IT? • In-stream digital video advertising is a video ad/commercial that may appear in a player environment, before, during or after a streaming video.
vs IN-STREAM DIGITAL VIDEO ADS DISPLAY VIDEO ADS • Is browser dependent. • Plays within a banner ad on a website page. • Does not require website video content. • Does not interrupt the video content. • Is reported as rich media. • Is player dependent. • Plays in the website’s video player before or in the middle of content. • Delays or interrupts the video content. • Has video metrics for reports like skips, completion rate, audio muted.
MEDIATIVE DATA FUELLED VIDEO ADS VIDEO ADS IN FRONT OF YOUR SHOPPERS’ EYES. • We know how Canadian shoppers behave. • We identify the audiences that marketers want to reach and target video ads to those shoppers. • We make sure that the users who see your videos are the most likely to be your shoppers.
WHAT MEDIATIVE DATA FUELLED VIDEO IS & WHAT YOU GET. 1 2 Defined Audiences We select the Key Targeting Audience from our 26 pre-defined Tribes, or the 14 Tribes built on retail data. 3 On-Going Optimization We monitor the performance of the campaign on a daily basis and optimize against the best performing segments, to ensure that media spend optimizes engagement. 4 Detailed Audience Insight Our unique technology provides exclusive audience insight on users’ demographics and interests. Video metrics we will reports on include completed views, skips, audio muted. In-Stream, Pre-roll Video Ads Brands can deliver targeted different video creative messages on the Ad Exchange.
WHO THE VIDEO COULD BE TARGETED TO OUR INTENT-BASED DATA TRIBES . Visitwww.mediative.com/digital-media/data-advertisingto download one-pagers for each Tribe
WHO THE VIDEO COULD BE TARGETED TO OUR IN-MARKET RETAIL DATA TRIBES
WHAT IS VAST?CREATIVE REQUIREMENTS • The Interactive Advertising Bureau (IAB) has released a specification known as Digital Video Ad Serving Template to standardize the communication requirements between video players and the ad servers. • VAST is designed for any on-demand video players where the ad response is parsed prior to play. The goal of this is to be compatible with any video player framework that can be scriptable. • Video Ad Serving Template ( VAST) includes a standard XML-based ad response for in-stream video as well as an XML Schema Definition (XSD) for developers in order to accommodate the majority if the current practices within the online digital video advertising.
WHAT IS VAST AND HOW IT WORKS?CREATIVE REQUIREMENTS • To deliver a video ad within a video player, the video player makes and ad request using an Ad Tag to a VAST compliant ad server. • In response the ad server returns a VAST data structure (a XML template) that declares the following: • THE AD CREATIVES TO PLAY • HOW THEY SHOULD BE PLAYED • WHAT TO TRACK AS THEY PLAY 1 2
PRODUCT PACKAGESA RANGE OF MEDIATIVE DIGITAL VIDEO SOLUTIONS INTERNAL USE ONLY
PREMIUM VIDEO SPECIFICATIONS • Video Channels available: • Men's Lifestyle • Women's Lifestyle • Parenting • Entertainment • Food & Travel • Delivery – By channel • No site specific reporting is available and no sites can be added/removed. • No audience targeting available for Premium Video.
VENDOR-COOP RETAIL DATA FUELLED VIDEO SPECIFICATIONS • This product is only available for Vendor-Coop. • Minimum impression delivery per campaign is 150,000 IMPR/ month • Maximum impression delivery per campaign is 300,000 IMPR/ month • Maximum number of campaigns to run in the same time – 2. • Minimum campaign duration – 4 weeks. • No guaranteed impressions. • Price per CPM ( see the product staircase).
WHAT THIS DOES NOT INCLUDE INTERNAL USE ONLY • Guaranteed Impressions, Guaranteed Clicks and/or Conversion. We guarantee impressions for Premium Only. • Flat-Rate pricing • CPA Model/ conversions. • Contextual/Referral Keyword Targeting. • Flash, Rich Media, In-Banner Video ads, in-text Video Ads, in-game Video Ads. • Site-Specific Reporting. We can provide a white site list by request. • For Premium video, we deliver by channel. No site specific reporting is provided. • Running a campaign for less than 1 monthon RTB. • Support for Alcohol, Gambling & Adult Content ads (Ad Exchange does NOT support these categories). • Mediative Creative Services cannot supply video ads creatives for the time being.
Template Name: Digital Video KPI’s
BILLING RULES • Mediativeis billing on impression base and not on viewable/play pre-rolls. An impression is counted even if the video has been skipped. • The length of the video ad is not price-sensitive; we will bill the same price per impressions for a 15 sec video and for a 30 sec video ad. • If an IO has a sold CPM bellow the floor, an O1 notification will go to Finance. Finance will decide if the IO is going to be delivered or not. • For vendor-coop no discounts are permitted. Vendor-coop partners will be billed at the beginning of each month, based on an estimated number of impressions to be delivered. A billing regulation will be issued on the next month billing cycle, or at the end of the campaign.
When to RECOMMEND DATA FUELLED VIDEO 1 Clients are leveraging branding campaigns specifically targeting users with the right message based on their interest and intent at any given time. (Be Seen) 2 Clients are looking to enhance their branding message across the world wide web, without being restricted to one or two websites. 3 Clients want to shift money from TV and go above and beyond demographics to interest-based targeting. 4 Clients are seeking to improve brand lift by only targeting relevant audiences. 5 Clients already have video assets that they want to distribute.
RESOURCES & PRODUCT DOCUMENTATION My.mediative.co Page External documents Internal documents Video Ads Playbook Client Facing Sale Deck for Data Fuelled Video Video Ads Spec Sheet Product 1-Pager Video Ads Product Clarity Deck Client Facing Sale Deck for Premium Video
KEY CONTACTSHOW TO GET SUPPORT Campaign Objective: Campaign Managers Reach out to your Campaign Manager to validate the campaign objective with the product delivery. Product Manager: Laura Cristescu Laura will be able to answer any product-related questions regarding definitions, integration, pricing, available options, etc. Post Campaign Analysis: Sales & Campaign Managers Reach out to your Campaign Manager to get the post campaign report and analyze the details on success KPI metrics together.
BACKGROUND SUMMARY & DEFINITIONS • The digital ecosystem for video advertising can be complex and contains various entities. • The Aggregators - provide a solution by handling distribution agreements with a large number of content publishers – one-stop catalog for video content for websites & portals (e.g. Tubemoguls; Brightroll). • Ad Serving Technology – vendors for the agency to manage the video campaigns (e.g. Double Click, Brightroll). • Video Technology Providers – encoding services and player technology for publishers and networks. • Problem – Media Buyers do not know where to effectively spend their budget.
BACKGROUND SUMMARY & DEFINITIONS • In-stream vide0 – generally played or viewed from a video player like a client browser. • In-banner video – generally displayed in IAB Universal Ad Package banners. • In-text video – generally user initiated and triggered by relevant highlighted words within content. • LINEAR VS NON-LINEAR • VPAID linear: This type of creative appears by itself, not alongside publisher content. It can appear before, between, or after the publisher's video. • VPAID non-linear: This type of creative only overlays content over a publisher's video, and will not interrupt the publisher's content. It appears at the same time as the publisher's content. However, interacting with the overlayed creative (with a click) can interrupt the publisher's video and render the advertiser's content instead.
DIGITAL VIDEO AD EXPERIENCE Video Ad XP IN-STREAM VIDEO IN-TEXT VIDEO IN-GAME VIDEO IN-BANNER VIDEO LINEAR VIDEO ADS (Pre-rolls, takeovers) 15’ NON - LINEAR VIDEO ADS (Overlays, Bugs) 5-15’ RICH MEDIA 15’ RICH MEDIA 10-15’ Video Ad Products PRE-ROL 10 -15’ Video delivered during a game’s loading, non-shippable Video delivered when users choose to mouse-over relevant words Ad takes over the full video experiencefor a period of time Ads running in parallel to video content and do not take over the full video experience Video triggered within the banner, often expanding Consumer XP During, over, within video content Before, between, after video content On the web page, surrounded by content Highlighted word found within relevant content Ad Product Placements Video player overlay Text, Banners, Rich Media, Video Player Skins Companions NONE NONE NONE DOUBLE CLICK, APPNEXUS Technology/ Limitations Limited inventory; Limited channels. Reported as a IAB standard banner, not a video ad. Publisher restrictions; Tagging required.
