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Online Advertising Trends Amongst Magazine Publishers

Online Advertising Trends Amongst Magazine Publishers. October 2010. Introduction. About the Company Provides enterprise-level brand advertising effectiveness technology platform that supports measurement and optimization of all key processes in the brand advertising life cycle

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Online Advertising Trends Amongst Magazine Publishers

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  1. Online Advertising Trends Amongst Magazine Publishers October 2010

  2. Introduction About the Company • Provides enterprise-level brand advertising effectiveness technology platform that supports measurement and optimization of all key processes in the brand advertising life cycle • Developed the first real-time brand measurement technology • Clients include top brands, agencies, publishers, ad networks, and ad exchanges in the online brand advertising community • Offices in San Francisco and New York About the Speaker • Dan Beltramo, CEO and Co-Founder • Unique blend of advertising, technology, and data business experience • Prior P&G and Clorox brand manager, and VP of Marketing for Instill Corp. • Started Vizu after being frustrated with the lack of viable brand metrics

  3. Advertising Industry Overview

  4. Advertising Landscape Overview by Spend +6.1% +11.3% +2.0% +2.8% -1.8% +1.6% Source: IAB Internet Advertising Revenue Report, 2010 First Half-Year Results

  5. Rumors of Magazine’s Death Have Been Greatly Exaggerated 93% of U.S. adults read magazines 96% of those under 35 read magazines Source: MPA Magazine Handbook, 2010/11

  6. Online Continues to Grow the Fastest Source: IAB Internet Advertising Revenue Report, 2010 First Half-Year Results

  7. Printed Page, Meet the Web Page

  8. Online Industry Trends

  9. Display and Video are Growing… +11.3% +16.3% +11.3% -15.7% -15.7% +44.7% +11.5% +11.0% Source: IAB Internet Advertising Revenue Report, 2010 First Half-Year Results

  10. …and is Forecasted to Continue to Grow +35.5% +34.6% +266.4% +0.1% +32.8% +15.2% +24.6% +19.6% Source: eMarketer, May 2010

  11. Digital Video Growth and Trends “Video ads will be the single largest driver of the digital media marketplace.” – Barry Salzman, Managing Director, Media and Platforms, Google +266.4%

  12. Video – Everywhere

  13. Pre-Roll Video Ads

  14. In-Banner Video Ads

  15. Video – Everywhere, in Every Way The Branded Player is a customized player skin that incorporates a sponsor’s branding. The Overlay: Click to Video is an in-player ad unit that runs over the bottom 20% of the screen for 15 seconds without stopping the video stream. When clicked, the video content pauses, and a video or Flash ad launches.

  16. Video – Everywhere, in Every Way PowerRoll is a video ad that is enhanced with an interactive overlay, such as xml data feed. Triple Play is a 5- to 20-second pre-roll paired with a 10-second end slate that features a menu of options for viewers to engage with your brand.

  17. Video – Everywhere, in Every Way InSynch synchronizes an in-stream video ad (pre-roll, mid-roll) with in-page banner ads, enabling an advertiser's message to bounce back and forth between not only the two ad placements, but across the entire website page.

  18. Video – Everywhere, in Every Way Ad Frames: In-banner video ads that expand into full-screen ads upon user mouseover or click

  19. Video – Everywhere, in Every Way Ad Frames Doc: A video interstitial that minimizes into a persistent display ad for more chances to engage.

  20. Magazines – New 2010 Video Initiatives

  21. The Current State of Video Metrics Progress Metrics: Server-based metrics • Interactions • Interaction time (seconds) • Interaction rate • Start rate (user initiation) • Mouse-over • Number of clicks • Click rate • Click-aways • Video unmutes • Video mutes • Cost per engagement • Traffic and sharing • Referral source • Search terms that refer viewers • Previous and subsequent websites visited • Number of video ads forwarded • Impressions and views • Impressions delivered • Cost per impression • Unique viewers • Unique viewers by time and location • Number of views • Repeat views • Cost per video view • Time and completion • Completion rate • Time viewing ad (seconds) • Percent viewed (of total ad time) • Time of day viewed

  22. Performance vs Progress Metrics Source: Tremor Media and DM2Pro, “State of Online Video 2010,” April 12, 2010

  23. The Future of Video Metrics? Performance Metrics: panel- or survey-based brand-lift (aka, brand-health) • Performance Metrics • Aided awareness • Unaided awareness • Online ad awareness • Message association • Brand favorability • Purchase intent

  24. Everyone is Getting into Display • On June 18, 2010, Google introduced the Google Display Network (brought to you by the house that search built) • On October 14, 2010, when announcing Q3 revenue, Google indicates that its display networks is on its way to becoming a $2.5 billion business

  25. ZAPN – Magazine Ad Network

  26. OPA – Pushdown Unit

  27. OPA – Fixed Panel

  28. OPA – XXL Box

  29. Magazines - Websites

  30. Mobile is Growing

  31. “Jury’s Still Out” on Social Media

  32. Ad Exchanges – Video and Mobile Taking Over • Ad Exchange: An ad exchange is a company that brokers online advertising by bringing publishers and advertisers together on a website where they can participate in auctions for ad space.

  33. Metrics

  34. Online Branding Dollars Left on the Table Direct: $55 billion Brand: $91 billion Total: $147 billion Total: $24 billion Source: Brand.net analysis based on Barclays Capital, Think Equity Partners LLC, and DMA

  35. Metrics are the Key

  36. Ad Effectiveness Measurement Criteria • Timeliness • Enterprise Technology • Dashboard Accessibility • Methodology • Response Rate/Low Response Bias • Statistical Significance • Representative Sampling • Data Quality • In-Campaign Optimization REAL TIME ANALYTICS PANEL RESEARCH CUSTOM RESEARCH

  37. Vizu’s Brand Advertising Effectiveness PlatformAd Catalyst In Action

  38. Vizu’s Brand Advertising Effectiveness PlatformAd Catalyst: Standard Brand Objectives Awareness Which of the following [BRANDS/PRODUCTS] have you heard of in the past [X MONTHS]? Attitudes How would you rate [BRAND/PRODUCT] in terms of [ATTRIBUTE]? Favorability How favorably do you view [BRAND/PRODUCT]? Intent How likely are you to [SOME ACTION][BRAND/PRODUCT] in the next [X MONTHS]? Preference Among the following [BRANDS/PRODUCTS] which one do you prefer most?

  39. Real Time Brand Metrics

  40. Frequency Optimization

  41. Creative Measurement

  42. Media Measurement

  43. Targeting Segmentation

  44. Detailed Survey Results

  45. Trends Over Time

  46. Thank you Dan Beltramo CEO Vizu Corporation www.brandlift.com

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