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MAKING VOD PAY BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION OF ONLINE VIDEO 20 JANUARY 2011 RYAN JAMBORETZ Managing Director EMEa
FASTEST GROWING ENTERTAINMENT MEDIUM REACH 36+ Million Online Video Monthly Unique Users TIME 17 Hours Online Video Monthly Unique Users VIEWS 200 Million Average Monthly Video Views AUDIENCE COMPOSITION 60% A25-54 Not Just a Kid Thing: 45% are A35+ IMPACT 37% Lift Avg Increase for Brand Awareness  (1.7 time Higher than Display) Source: comScoreNovember 2010; Nielsen July 2010
FACTORS DRIVING CHANGE 1 RAPIDLY INCREASINGBROADBAND PENETRATION 2 CONSUMER, DISTRIBUTION, ADVERTISING TECH ADVANCEMENTS 3 CHANGING USAGE HABITS DRIVING MASSIVE MEDIA FRAGMENTATION 4 IP BASED DRIVING 1-1 ADDRESSABILITY  TV BECOMING MORE LIKE PC 5 INCREASED NEED TO MONETIZE FRAGMENTATION MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
A FUNDEMENTAL SHIFT IN MEDIA BUYING A New Fight for Audience-based Video Ad Dollars AGENCIES AD NETWORKS CONTENT CREATORS ←SSP DSP-> ,[object Object]
Quickly growing competitive set to an already cluttered market with Display nets moving into video market
DSP & SSP playing a bigger role in the monetization process
Eager to capitalize on multi-brand media portfolios via audiences-based buying solutionMAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
FOCUS FOR TODAY Key Building Blocks for Successful Monetization 1 EXPAND DISTRIBUTION ACROSS VARIOUS CHANNELS 2 PREPARE FOR A MULTI-PLATFORM WORLD 3 FOCUS ON YOUR AUDIENCE 4 DEPLOY A THREE-PRONGED MONETIZATION APPROACH 5 CREATIVE INNOVATIONS AT SCALE 6 DELIVER ACTIONABLE INSIGHTS & ANALYTICS MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
THINKING BEYOND THE PC SCREENAccelerate Your Multi-Devices Distribution Strategies  CONTENT EVERYWHERE ADVERTISERS DEVICE AGNOSTIC PC TV CONSUMER CROSS-CHANNEL CONNECTION Mobile Tablets Advertisers looking to manage conversations  (reach/frequency) across multiple screens. MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
AUDIENCE-BASED TARGETINGExtract the Most Value from Your Inventory by Advanced Targeting Know Your Audience Identify your consumer segments in detail Sell Your AudienceEnable advertisers to buy only their most desired consumers. Maximize Revenue Extract the most value from each impression (Increased CPMs) MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
MULTI-PRONGED MONETIZATIONMaintain Control but Maximize Monetization Across Multiple Resources ,[object Object],DIRECT SALES HIGH ,[object Object]

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Ryan Jamboretz - Future of TV Presentation

  • 1. MAKING VOD PAY BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION OF ONLINE VIDEO 20 JANUARY 2011 RYAN JAMBORETZ Managing Director EMEa
  • 2. FASTEST GROWING ENTERTAINMENT MEDIUM REACH 36+ Million Online Video Monthly Unique Users TIME 17 Hours Online Video Monthly Unique Users VIEWS 200 Million Average Monthly Video Views AUDIENCE COMPOSITION 60% A25-54 Not Just a Kid Thing: 45% are A35+ IMPACT 37% Lift Avg Increase for Brand Awareness (1.7 time Higher than Display) Source: comScoreNovember 2010; Nielsen July 2010
  • 3. FACTORS DRIVING CHANGE 1 RAPIDLY INCREASINGBROADBAND PENETRATION 2 CONSUMER, DISTRIBUTION, ADVERTISING TECH ADVANCEMENTS 3 CHANGING USAGE HABITS DRIVING MASSIVE MEDIA FRAGMENTATION 4 IP BASED DRIVING 1-1 ADDRESSABILITY TV BECOMING MORE LIKE PC 5 INCREASED NEED TO MONETIZE FRAGMENTATION MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
  • 4.
  • 5. Quickly growing competitive set to an already cluttered market with Display nets moving into video market
  • 6. DSP & SSP playing a bigger role in the monetization process
  • 7. Eager to capitalize on multi-brand media portfolios via audiences-based buying solutionMAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
  • 8. FOCUS FOR TODAY Key Building Blocks for Successful Monetization 1 EXPAND DISTRIBUTION ACROSS VARIOUS CHANNELS 2 PREPARE FOR A MULTI-PLATFORM WORLD 3 FOCUS ON YOUR AUDIENCE 4 DEPLOY A THREE-PRONGED MONETIZATION APPROACH 5 CREATIVE INNOVATIONS AT SCALE 6 DELIVER ACTIONABLE INSIGHTS & ANALYTICS MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
  • 9. THINKING BEYOND THE PC SCREENAccelerate Your Multi-Devices Distribution Strategies CONTENT EVERYWHERE ADVERTISERS DEVICE AGNOSTIC PC TV CONSUMER CROSS-CHANNEL CONNECTION Mobile Tablets Advertisers looking to manage conversations (reach/frequency) across multiple screens. MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
  • 10. AUDIENCE-BASED TARGETINGExtract the Most Value from Your Inventory by Advanced Targeting Know Your Audience Identify your consumer segments in detail Sell Your AudienceEnable advertisers to buy only their most desired consumers. Maximize Revenue Extract the most value from each impression (Increased CPMs) MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
  • 11.
  • 12.
  • 13. Be Prepared for Peaks & ValleysEXCHANGES LOW HIGH VOLUME LOW VOLUME MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
  • 14.
  • 15. Deployable on All Distribution Partners
  • 16.
  • 17. Handle All Creative Development
  • 18.
  • 19. Evangelize the SuccessVideo Overlays Interstitials AdSelector MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
  • 20.
  • 21. KPIs: Purchase Intent, Brand Lift, etc.
  • 22. In-depth analysis to evaluate campaign performance
  • 23. Recommendations to improve future campaigns RESULTS Repeat Business  Increase Budgets  Partner vs. Vendor MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION
  • 24. THANK YOU QUESTIONS? 20 JANUARY 2011 RYAN JAMBORETZ Managing Director EMEa

Editor's Notes

  1. Digital audience buying is the process of reaching a specific target audience anywhere they go online. Instead of buying sites where your target is likely to appear, we selectively deliver ads only to the members of a site's audience that match a client’s specific targeting criteria.
  2. Creative