Video is a powerful asset for driving activity along the purchase funnel, but how can you use it to start an interactive conversation with your audience and, more importantly, get them to watch it in the first place?
Leveraging examples from interactive video campaigns and the latest research, executives from PointRoll and our Open Insights™ and Included Program™ partner TubeMogul, a brand-focused video advertising platform, will take a deep dive into video advertising.
10. Video Advertising Can Be …
Interactive or non-interactive
The creative or a feature
The distribution channel itself
An opportunity on any screen
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11. In Banner & Custom Video Ads
that Drive Engagement
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19. Data & Targeting
Awareness Consideration Intent
Lifestyle Social
Demographic Behavioral
Geography
Context
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20. What works where?
Repurposed TV = Awareness; Made-for-Web = Impact
There is likely a beneficial impact on
awareness from the TV spots these ads
have been repurposed Repurposed TV Made-for-Web
5 4.7
4.3
Video content has the ability to be
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more relevant and useful to the
viewer, and therefore, more
Percent Impacted
3 persuasive
2.2 2.1
2.0 1.9
2 1.6
1.4
1.2
0.8
1
0
Aided Brand Online Ad Awareness Message Association Brand Favorability Purchase
Awareness Intent/Consideration
Repurposed TV: Last 3 Years, Q4/2009, N=59, n=75,045; Made-for-Web Content: Last 3 Years, Q4/2009, N=135, n=150,028
Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098 20
22. Users Will Watch: More Time With Your Brand Message
Average Seconds Watched Per View by Type: Ads >30 Seconds
85.2
45.2
38.6
32.2
Branded Auto-Play Click-To-Play Facebook In-Game Rollover To Play
Source: TubeMogul client campaigns. Spans 124m views. 2011. 22
32. Summary
Make YouTube a part of your plan, just not your only plan
Think about campaigns holistically
People will watch your videos…
Make your videos interactive and engaging
Use insights and analytics to optimize
Use RTB to balance reach/frequency
Start broad
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