Beth Doyle, VivaKi and Kristin Haarlow, Spark | The Future of Multiscreen Video Advertising

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VivaKi Innovations Director Beth Doyle and Spark Digital Activation Director Kristin Haarlow presentation titled " How the Power of Choice Drives Results." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.

Technologie Business

How the Power
of Choice Drives
Results

Beth Doyle Kristin Haarlow
Innovations Director Digital Activation Director
VivaKi Spark

© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

2
© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

Pool as in Sharing

The more we share, the faster we learn
and keep up with changes in consumer behavior
© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

4 years of research 6 pool lanes
in online video
122 ideas considered

388 executions tested

45,000 hours spent working with the industry

over 19 million hours spent
with over 278 million consumers 4
61
© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

So, what did we learn?

© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

People like to have a choice

“Empowering, freeing...
I was more open to the ad
that I was able to choose.”

“I think giving people an option in
viewing advertising is very clever
and an engaging way to send
messages.”

“I sent your company an email
thanking them for the option.”

© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

When they choose…

363% better

Chosen
*The Pool Lane 1 and 2 lift in top
Pre-roll Pre-rolls
of mind awareness for chosen
versus pre-roll video ads
© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

The ASq: the ad selector done smart

© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

And it works

20 months

40advertisers

202 campaigns

475 million ASq impressions

30% of viewers make a choice on premium publishers

© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

ASq in action

© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

Finding the right solution

Why ASq?

© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

Results show the power of choice
The act of choosing led to increases in
both behavioral and attitudinal metrics

Choice Score
Orville Redenbacher’s 18
ASq 15-Month Benchmarks 5
Lift 360%

ASq Chosen Click Through Rate
Orville Redenbacher’s 1.12%
ASq 15-Month Benchmarks 0.38%
Lift 194%

© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

Empower
consumers
with choice
Visit risingtidecoop.com for more information

© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

Thank You

© 2012. All rights reserved. VivaKi. Proprietary and Confidential.

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