How to manage in-stream advertising and benefit from measurement when running video service website

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2. Introduction – Client
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TVN is Polish commercial television and part of TVN Group, established in 1997.
With their websites tvn.pl, tvn24.pl and tvnplayer.pl, they are the biggest group among local
video services in Poland.
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3. Introduction - Services
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TVN stands out with the widest video content, with more than 10 own-brand or locally adopted series and tv
shows, including “X factor” and “Poland’s next top model”.
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4. Business challenge
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The sales of particular ad spot has to be linked with
the program/material. So the planning of ad
distribution needs to be done accordingly.
TVN needed to have multiple ads per a
break, similarly to the way they are doing it on TV. An
adserver had to deal with fitting more ads into one.
Separate web, mobile and smartTV ad materials had
to be launched from one adserving platform.
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5. Solution - AdOcean
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6. Solution
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Title
Episode
Premiere
Audience
Similarly to TV, where adspots are planned with GRPs of particular show, TVN
implemented keywords for this matter. URL example:
http://tvn.adocean.pl/ad.xml?aocodetype=1/predur=46/postdur=46/overdur=2000/key=
prawo_agaty,prawo_agaty_online,prawo_agaty_odcinki,seriale_online,prawo_agaty_se
zon_3/asset_trailer=1/midcnt=0/asset_serie=prawo_agaty/asset_season=3/asset_episo
de=12/asset_prepremiere=0/asset_id=13_400_17193_0012/tvn_vod_category=100,101
/tvn_vod_traffic_category=kobieta/tvn_vod_trailer=1/tvn_vod_serie=prawo_agaty/tvn_
vod_season=3/tvn_vod_episode=12/tvn_vod_prepremiere=0/tvn_vod_wonid=13_400_1
7193_0012/id=qEMLaG6AS.5Qs0Mh.df8F.ZWfSS1bAc1RvzVRcjWMuj.T7/tvn_page=serial
e_online_prawo_agaty_odcinki_562_odcinek_12_s03e12_20051_html/tvn_player_type=
zwykly/tvn_content_category=seriale
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Season
Category
AdOcean targets campaigns by such keywords and fills up the left out adbreak with
campaigns of no particular content.
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7. Solution
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Maximum time and number of ad rolls per each adbreak can be defined in AdOcean.
Majority of long videos, e.g. movies, have such scenarios of ad breaks:
PRE-ROLL ad break, max 240 seconds, max 3 rolls
1st 90sec ad
2nd 90sec ad
3rd 90sec ad
1st MID-ROLL ad break, max 240 seconds, max 3 rolls
1st 90sec ad
2nd 90sec ad
3rd 90sec ad
2nd MID-ROLL ad break, max 240 seconds, max 3 rolls
1st 90sec ad
2nd 90sec ad
3rd 90sec ad
POST-ROLL
Sponsor titles
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8. Solution
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TVN materials vary in length. Longer ones contain more breaks and more ads within each break, while
short clips have only a pre roll and one ad max 46 seconds long.
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TVN solved it by using two different kinds of players:
AdOcean can adopt automatically by using the material properties value. It limits particular placement
settings of maximum number of ads and the total time of ad break.
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FLASH, for serving short materials
SILVER LIGHT, for serving long materials
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9. Solution
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To make it more coherent AdOcean can position ads within a certain ad break. The «Almette» campaign
was following first after the cooking show scene:
When ads are made from several parts, AdOcean lines them in the right order during video playback.
AdOcean supports exclusion of competing brands and it is extensively used between TVN campaigns.
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10. Solution
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Player branding is a TVN’s advertising format that
can be connected to the video material or video ad
played at the time. AdOcean supports it with the
«companion» template:
TVN uses «overlay» in-between of mid-rolls during
long videos:
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11. Solution
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TVN’s in-house video player allows additional forms of advertisement, such as player
branding and play ads that were skipped due to seeking over the mid-roll.
TVN offers user interaction possibilities
linked to social media and microsites.
In such case texts, URLs and logos of
creatives are delivered by AdOcean and
displayed by TVN video player:
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12. Solution
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To be able to launch the campaigns on all devices from AdOcean at once, TVN created dedicated
placements for web, mobile and smartTV.
Such orders are grouped under one
campaign. In result, the statistics for all
devices are gathered together.
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13. Solution
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When it comes to pricing, the TVN rate card for
video rolls is on average 4 times higher than
standard display CPMs. For this price, advertisers
get maximum of 30sec video spot and longer
advertisements are charged extra, similar to the
practice on TV.
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14. Solution
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TVN online offers several additional options that differentiates them from traditional TV advertising. For a
little extra, advertisers can get targeting on selected content/audience, set capping or interaction link
possibilities mentioned earlier.
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15. Solution
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To back the higher price of video advertisement, TVN is providing full VAST 2.0 video statistics for
advertisers to evaluate the effectiveness of their video campaigns second by second.
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16. Results
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The total number on TVN inventory has increased over ten times. This increase was
achieved by additional amount of available video materials online and the introduction of several
advertisements per ad break. Launching mobile and smartTV applications in 2012 made greatly positive
effect to increase the available inventory further.
Even more importantly, the TVN’s fill up ratio also went up significantly together with the potential
increase.
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17. Results
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TVN’s video inventory is about 80m impressions a month and it
generates twice more revenue than their display inventory of 250m monthly
The total number of the
impressions.
In order to broaden their product portfolio, TVN offers a premium package of both: online and TV ads in
a bundle.
However, television is still generating higher revenues for TVN and is more profitable than online
business.
TVN’s “embedded video program” offers other publishers to partner in distributing TVN’s video content
and earning a fair share from ad revenues in return. This has increased the reach and strengthened the
position of TVN in Poland.
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18. Recommendations
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Create different strategies towards TV and web sales of advertisements - TV for greater reach and the
online for more interaction. Same advertisers can be attracted with greater budgets. Online opens the
door for new advertisers.
Make users used to multiple ads within adbreaks right from the beginning. Fill them up with bulk
campaigns and use the TV rolls to increase the amount of campaigns.
Take the practice from TV and enhance it with online possibilities. Categorize content and display ads
accordingly. Online requires far less HR resources and allows more profitability.
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19. Synergy with gemiusStream
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Schedule ad breaks before significant drop-outs or right where the peak with popular video moment
appears (see graph).
For the sake of TV planning, some
shows on the
internet are
launched an hour or a day earlier.
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20. Synergy with gemiusStream
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Time spent on watching materials on particular days helps to find the right moment for new video
premier.
Also campaigns accompanying those shows
can be planned in a more knowledgeable
way – when they should be run and at
what capacity.
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21. Synergy with gemiusAudience
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The social-demographic audience data of video categories can help to sell advertisement on particular
series and programs.
It is also essential for the editorial purposes.
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