Η εκρηκτική ανάπτυξη της ζήτησης για το online video έχει δημιουργήσει τόσο προκλήσεις όσο και ευκαιρίες για τους marketers. Παρά το προφανές γεγονός ότι το online video παρέχει ενα ισχυρό κανάλι για την επικοινωνία σε ενα fragmented και επιλεκτικό μηντιακό περιβάλλον, η επιλογή των ιδανικότερων στρατηγικών έχει γίνει σαφώς πιο περίπλοκη. Ο Raghav ‘Rags’ Gupta, αντιπρόεδρος Partner Development & Field Marketing της Brightcove.com, μιας από τις μεγαλύτερες διεθνώς εταιρείες παροχής πλατφόρμας online video, θα μας γνωρίσει το τοπίο του online video advertising, με trends και best practices προς χρήση καθώς το online video γίνεται ολοένα και σημαντικότερη στο media mix.

1. IAB Greece IMC:
Marketing Challenges & Opportunities
Raghav “Rags” Gupta, VP Partner Development & Field Marketing, EMEA

2. “Show Me The Money!”

3. Introductions

4. © 2008 Brightcove, Inc. All rights reserved.
To Onoma Mou Ine “Rags”

5. © 2008 Brightcove, Inc. All rights reserved.
To Onoma Mou Ine “Rags”
Myself
Brightcove (US, UK): Partnerships, Marketing for EMEA
Advise digital media startups & VCs (Mocospace, 8tracks, et al)
Formerly Live365 (digital music/internet radio)
Blog: http://www.ragsgupta.com
Brightcove
Online Video Platform: video content management, publishing,
distribution/syndication, monetisation
Founded by Jeremy Allaire (ex-CTO Macromedia, ColdFusion, etc)
$91 M raised, 160 Employees, offices in Boston, NYC, Seattle,
London, Hamburg, Beijing, Tokyo

6. © 2008 Brightcove, Inc. All rights reserved.5
Investors

7. © 2008 Brightcove, Inc. All rights reserved.

8. © 2008 Brightcove, Inc. All rights reserved.
Media Management
Video Publishing
Advertising
Analytics
Developer Tools
Online Distribution

9. © 2008 Brightcove, Inc. All rights reserved.

10. © 2008 Brightcove, Inc. All rights reserved.7
Selected Customers

11. Online Video Advertising: The Opportunity

12. © 2008 Brightcove, Inc. All rights reserved.
(In The US) Audience Is Growing…

13. © 2008 Brightcove, Inc. All rights reserved.
(In The US) Audience Is Growing…
80% in US watch online video at least once a month

14. © 2008 Brightcove, Inc. All rights reserved.
(In The US) Audience Is Growing…
80% in US watch online video at least once a month
154 M viewers in US

15. © 2008 Brightcove, Inc. All rights reserved.
(In The US) Audience Is Growing…
80% in US watch online video at least once a month
154 M viewers in US

16. © 2008 Brightcove, Inc. All rights reserved.
Worldwide As Well

17. © 2008 Brightcove, Inc. All rights reserved.
Worldwide As Well
YouTube has 344 M users worldwide! (comScore)

18. © 2008 Brightcove, Inc. All rights reserved.
Worldwide As Well
YouTube has 344 M users worldwide! (comScore)

19. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth

20. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09

21. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09

22. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09

23. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09

24. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09

25. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09

26. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09

27. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09

28. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09

29. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
Representing growth rate of 44%*

30. © 2008 Brightcove, Inc. All rights reserved.
Leading To Revenue Growth
Online video market in US forecast to be $850* M in ‘09
Representing growth rate of 44%*

31. © 2008 Brightcove, Inc. All rights reserved.
Generally…

32. © 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium

33. © 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium

34. © 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)

35. © 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)

36. © 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
Advertisers pay a premium over display ads ($12 - $25
CPM for RON inventory)

37. © 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
Advertisers pay a premium over display ads ($12 - $25
CPM for RON inventory)

38. © 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
Advertisers pay a premium over display ads ($12 - $25
CPM for RON inventory)
Publishers of ALL types getting into online video

39. © 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
Advertisers pay a premium over display ads ($12 - $25
CPM for RON inventory)
Publishers of ALL types getting into online video

40. © 2008 Brightcove, Inc. All rights reserved.
Generally…
Growing medium
Audience is there (and growing)
Advertisers pay a premium over display ads ($12 - $25
CPM for RON inventory)
Publishers of ALL types getting into online video
BUT there are challenges…

41. Online Video Advertising: The Challenges

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Agency Ownership Unclear…

43. © 2008 Brightcove, Inc. All rights reserved.
Agency Ownership Unclear…
Does online video belong in digital / interactive?
More logical fit but…
Digital staff not necessarily used to creative requirements
Budgets are small
Or TV?
Huge budgets but…
TV buyers not used to online as a medium
Agencies beginning to integrate

44. © 2008 Brightcove, Inc. All rights reserved.
Agency Ownership Unclear…
Does online video belong in digital / interactive?
More logical fit but…
Digital staff not necessarily used to creative requirements
Budgets are small
Or TV?
Huge budgets but…
TV buyers not used to online as a medium
Agencies beginning to integrate
Publishers having to approach case-by-case

45. © 2008 Brightcove, Inc. All rights reserved.
Formats & Standards

46. © 2008 Brightcove, Inc. All rights reserved.
Formats & Standards
Pre-, mid-, post-rolls
Duration?
Synched with banners? Video ad pod?
Definition of impression?
“New formats”: overlays, takeovers, other units
Promising but lack scale
IAB & other industry consortia publishing standards
(Brightcove participating in US & UK processes)

47. © 2008 Brightcove, Inc. All rights reserved.
Video Ad Pod
15 Second Pre-Roll
300x250 Expandable
Banner
468x60 Leave-Behind
Banner

48. © 2008 Brightcove, Inc. All rights reserved.
Invitational with Video Takeovers

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Invitational with Video Takeovers

50. © 2008 Brightcove, Inc. All rights reserved.
Invitational with Video Takeovers

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Invitational with Video Takeovers

52. © 2008 Brightcove, Inc. All rights reserved.
Overlay Ads

53. © 2008 Brightcove, Inc. All rights reserved.
Inventory & Context

54. © 2008 Brightcove, Inc. All rights reserved.
Inventory & Context
Inventory Paradox
Lots of inventory unsold yet…
Many sites are sold out!
Context of paramount importance

55. © 2008 Brightcove, Inc. All rights reserved.
Inventory & Context
Inventory Paradox
Lots of inventory unsold yet…
Many sites are sold out!
Context of paramount importance

56. © 2008 Brightcove, Inc. All rights reserved.
Inventory & Context
Inventory Paradox
Lots of inventory unsold yet…
Many sites are sold out!
Context of paramount importance
“Professional” content/context valuable; UGV less so

57. © 2008 Brightcove, Inc. All rights reserved.
Inventory & Context
Inventory Paradox
Lots of inventory unsold yet…
Many sites are sold out!
Context of paramount importance
“Professional” content/context valuable; UGV less so
Advertisers getting more used to UGV BUT professional content still
trumps
YouTube revenue for 2008: ~ $100 M (Screen Digest)
Hulu revenue for 2008: ~ $70 M
Hulu revenue could equal/exceed YouTube in 2009 with only 1/10 the traffic!

58. © 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium

59. © 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”

60. © 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”

61. © 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
Online video CTRs high but that’s not the point!

62. © 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
Online video CTRs high but that’s not the point!

63. © 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
Online video CTRs high but that’s not the point!
Marketers & agencies need more data & case studies

64. © 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
Online video CTRs high but that’s not the point!
Marketers & agencies need more data & case studies

65. © 2008 Brightcove, Inc. All rights reserved.
Not (Yet) Accepted As Branding Medium
“The curse of measurability”
Online video CTRs high but that’s not the point!
Marketers & agencies need more data & case studies
Financial climate will impact desire to invest

66. Online Video Advertising: Best Practices &
Recommendations

67. © 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…

68. © 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…
BUT format choice should also be based on your audience & content

69. © 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…
BUT format choice should also be based on your audience & content
Pre-rolls in front of professional content okay (short duration)

70. © 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…
BUT format choice should also be based on your audience & content
Pre-rolls in front of professional content okay (short duration)
Run overlays early on in the video

71. © 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…
BUT format choice should also be based on your audience & content
Pre-rolls in front of professional content okay (short duration)
Run overlays early on in the video
Post-rolls are limited in effectiveness

72. © 2008 Brightcove, Inc. All rights reserved.
Work With (IAB) Standard Formats…
BUT format choice should also be based on your audience & content
Pre-rolls in front of professional content okay (short duration)
Run overlays early on in the video
Post-rolls are limited in effectiveness

73. © 2008 Brightcove, Inc. All rights reserved.
Experiment With New Formats…

74. © 2008 Brightcove, Inc. All rights reserved.
Experiment With New Formats…
(As long as it’s measurable)

75. © 2008 Brightcove, Inc. All rights reserved.
Experiment With New Formats…
(As long as it’s measurable)

76. © 2008 Brightcove, Inc. All rights reserved.
Experiment With New Formats…
(As long as it’s measurable)

77. © 2008 Brightcove, Inc. All rights reserved.
Drive Deeper Engagement Through Microsites

78. © 2008 Brightcove, Inc. All rights reserved.
Drive Deeper Engagement Through Microsites

79. © 2008 Brightcove, Inc. All rights reserved.
Drive Deeper Engagement Through Microsites

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Sell Sponsorships

81. © 2008 Brightcove, Inc. All rights reserved.
Paid Placements

82. © 2008 Brightcove, Inc. All rights reserved.
Optimise Inventory

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Optimise Inventory
Leverage ad networks, especially if you are not at scale
Run house ads to drive traffic & brand awareness

84. © 2008 Brightcove, Inc. All rights reserved.
Optimise Inventory
Leverage ad networks, especially if you are not at scale
Run house ads to drive traffic & brand awareness

85. © 2008 Brightcove, Inc. All rights reserved.
Syndicate To Trusted 3rd-Party Sites

86. © 2008 Brightcove, Inc. All rights reserved.
Syndicate To Trusted 3rd-Party Sites

87. © 2008 Brightcove, Inc. All rights reserved.
Syndicate To Trusted 3rd-Party Sites

88. © 2008 Brightcove, Inc. All rights reserved.
Purpose-Driven UGV Can Be Monetised

89. © 2008 Brightcove, Inc. All rights reserved.
Purpose-Driven UGV Can Be Monetised

90. © 2008 Brightcove, Inc. All rights reserved.
Purpose-Driven UGV Can Be Monetised

92. And finally…

93. Ἓν οἶδα ὅτι οὐδὲν οἶδα!
(Hen oida hoti ouden oida!)
And finally…

94. © 2008 Brightcove, Inc. All rights reserved.
Efharisto!
rgupta@brightcove.com
http://www.brightcove.com/products/advertising/ad-formats/
www.emarketer.com
www.newteevee.com/category/stats/
γειά σας!