![rich me·di·a [rich mee-dee-uh] noun
an advertising banner format with increased file
size (k or mb) over standard ads allowing for
increased interactivity and tracking capabilities.
May include video, audio, dynamic functionality
and/or elements that cover or interact with
webpage content.
Examples include video banner, expandable,
floating, and pushdowns.](https://image.slidesharecdn.com/dgdigital-101external-121017120653-phpapp01/75/DG-Digital-101-23-2048.jpg)
![[ ]
ENGAGEMENT
EVERYWHERE](https://image.slidesharecdn.com/dgdigital-101external-121017120653-phpapp01/75/DG-Digital-101-69-2048.jpg)
Uploaded byRyan Manchee
DG - Digital 101
The document explores the evolution of online advertising, focusing on the impact and measurement of video ads within digital channels. It discusses the transition from traditional media to online platforms, emphasizing video’s effectiveness and the necessity for third-party ad servers to enhance measurement and targeting. Additionally, it highlights trends and future expectations for ad spending, particularly in mobile and video formats.
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DG - Digital 101
- 1. How Ad Videois Converging into the Digital Channel Understanding Online Advertising Today...and Tomorrow © 2012 DG | All rights reserved
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- 3. What we’ll cover ๏History + evolution of online advertising ๏ Online technologies ๏ Video’s emergence ๏ Cross channel
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- 7. In the beginning... • Bill Clinton is president • Tonya Harding is stripped of her skating title • MLB strikes and the season is cancelled • Forrest Gump, Lion King, Dumb & Dumber are in theaters • NAFTA is established • Kurt Cobain dies • Justin Bieber is born (coincidence?) • Netscape becomes the market leader for web browsing • And...
- 9. Why Online Advertising ๏Emotional impact of video + interactivity ๏ Near limitless creative freedom ๏ Measurability/reporting on engagement ๏ Mass audiences spending more time online ๏ US broadband penetration growth ๏ Big brands shifting major ad dollars online
- 11. Standards + Research+ Legal
- 12. IAB Universal AdPackage 728x90 160x600 300x250 180x150
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- 16. MEASURING BANNERS Impressions a measure of the number of times an ad is displayed, whether it is clicked on or not. Clicks a metric which measures the reaction of a user to an Internet ad CTR Clicks/Impressions
- 17. Online Display Revenue(billions) 31.7 26.0 23.4 22.7 21.2 16.9 12.5 9.6 8.1 7.3 7.1 6.0 4.6 1.9 .3 .9 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
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- 23. rich me·di·a [richmee-dee-uh] noun an advertising banner format with increased file size (k or mb) over standard ads allowing for increased interactivity and tracking capabilities. May include video, audio, dynamic functionality and/or elements that cover or interact with webpage content. Examples include video banner, expandable, floating, and pushdowns.
- 25. just because they click doesn’t mean it sticks
- 26. Next wave ofmeasurement ๏ Interactions ‣ number of times a user interacts with a rich media ad; includes when a user mouses over an ad for one continuous second, clicks through, makes the ad display into full-screen mode or expands the ad. ๏ ITR ‣ Interactions/Impressions ๏ Dwell ‣ average number of seconds intentionally spent engaging with an online ad
- 27. What is anad server? st Ad qu e ct R ire eq Ad Request Re ed ue Redirect Ad ge R st Pa Ad + a ge P Web Server Pub Ad Server 3rd Party
- 28. Why use a3rd party ad server? ๏ Verification + Auditing ๏ Rotation, Frequency Capping, Sequencing ๏ Targeting ๏ Optimization ๏ Rich Media
- 29. Other Technologies ๏ DCO ๏DSP / SSP ๏ Ad Networks / Exchanges ๏ Flash vs HTML5 ๏ Cookies ๏ Targeting - contextual, behavioral, geo, demo
- 30. Challenges ๏ Fragmented consumers ๏Siloed planning/buying + trafficking + analysis
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- 32. Video Revenue byChannel Publisher’s Anticipate 59% VIDEO to be highest revenue generator InPage InStream Paid Viral 29% Mobile Overlays 2% 3% 7%
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- 34. Focus on In-Stream “Video advertisingcontinues to attract new ad spending from brands because it generates greater audience attention than other digital ad formats,” David Hallerman, eMarketer principal analyst
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- 37. VAST vs VPAID ๏Video Ad-Serving Template (VAST) ‣ universal protocol for serving in-stream video ads, permitting ad servers to use a single ad response format across multiple compliant publishers/video players ๏ Video Player-Ad Interface Definition (VPAID) ‣ common communication protocol between ad units and video players that enables rich ad experiences and detailed event reporting back to advertisers ๏ VAST = Standard ๏ VPAID = Interactive
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- 39. InStream Video 200% 1.74% 150% 100% 50% 0% 0.009% Standard In-Stream Q4 2011 MediaMind
- 40. InStream Video 200% 200x 1.74% 150% 100% 50% 0% 0.009% Standard In-Stream Q4 2011 MediaMind
- 41. InStream Video 200% 73% 1.74% 150% 100% 50% 0% 0.009% Standard In-Stream • Longer InStream Ads are MORE effective Q4 2011 MediaMind
- 42. Digital Video RisingStars
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- 45. Telling a storywith video AWARENESS High Impact Video INTEREST Pre-Roll Rich Media ADVOCACY Interactive In-Stream DESIRE Mobile Video ACTION DCO Pre-Roll
- 46. Success stories ๏ Howhave you been managing videos online? ๏ Success, challenges? ๏ Limitations?
- 47. Why use a3rd party ad server for In-Stream? ๏ Same workflow/features as the online buy ‣ Verification + Auditing ‣ Rotation, Frequency Capping, Sequencing ‣ Targeting ‣ Optimization ๏ Combined view for online analytics ๏ Cross-channel
- 48. Measurement should occur when the ad itself begins to appear IAB Digital Video Ad Impression Measurement Guidelines Ad Called Ad Buffered Ad Viewed Pub Server Call IAB Impression ~25% Gap = $$ Site Serving is Costing Client’s Money
- 49. Separate Publisher Processes= Time Waste Multiple Video Multiple Separate Separate Assets Publishers Serving Reports Ad Agency Separate Workflow for Display Campaigns
- 50. Separate Publisher Processes= Time Waste One One Ad Multiple One Video Server Publishers Report Ad Agency Workflow Syncs Across Campaigns
- 51. Insightful Video SpecificMetrics Custom Impressions Clicks Video Started 25% Played Interactions Pause Replay Video Completed 75% Played 50% Played Mute Unmute Full Screen Start Full Screen End Full Screen Pause Cross Channel Adjusted Unique Publisher Overlap Video within video Expansion Attribution Reach
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- 53. US Major AdSpending, by Media TV Online 32 40 47 53 58 62 61 65 66 68 69 72 2011 2012 2013 2014 2015 2016
- 54. Global Ad Economy 500 TV Online Mobile 26 156 375 35% Billions 5 72 250 17% 27 240 160 184 83% 65% 125 2006 2011 0 Mobile = online & online = TV 2017 Difference between online + TV is narrowing ZenithOptiMedia
- 55. Complete Video Solution Linear Content Interactive Content Any Spot Any Screen TV Media Online Media Broadcast Cable Satellite In-banner In-stream Mobile
- 56. I would usethis service again in a heartbeat. It definitely saved time having DG and MediaMind both encode the spots and upload them – and having that process in place also reduced the potential for errors. Jessica Blancovich Broadcast & Digital Traffic Manager The Richards Group
- 57. Single Solution Stack cross channel video in hours TV Online
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- 61. 60% use SmartPhone orTablet while watching TV
- 62. Dual Screen Activities What are Tablet and SmartPhone Users doing while watching TV? 0% 15% 30% 45% 60% Checking Email 60% Surfing for unrelated info 46% Visiting Social Networking site 42% Checking sports scores 30% Looking up info related to content 29% Looking up content related to Ad 19% Looking for coupon/deal related to Ad 13%
- 63. Dual Screen Activities 25% Consumers go online after seeing TV ad Yahoo / Razonrfish Q4 2011 © 2012 Digital Generation Inc. All rights reserved.
- 66. 115k 17+% WATCHED FULL4 MIN VIDEO 2.34% CTR
- 67. Cross-Channel Platform All Campaign Channels One DG Servers Optimization Display Report TV Ad Agency In-Stream Deliver, Engage, and Measure a complete Digital Story Mobile Search
- 68. Media migration ๏Analogue 1980s ‣ Centralized, passive, limited choice ‣ Single location viewing ๏Digital ‣ TV set as display device ‣ High Definition architecture ๏Web ‣ Computer as interactive TV set ‣ User generated content ๏Personal ‣VOD across multiple devices ‣Locations tailored to individual 2010s ‣
- 69. [ ] ENGAGEMENT EVERYWHERE
- 73. 12,000 advertisers 5,000 agencies 40,000 media outlets Global Deployment
- 74. Thank you Any questions? Ryan K Manchee [email protected] @rmanchee | +1 972.800.0737 © 2012 DG | All rights reserved