Why Video? How Video Builds Brands
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How does digital video build brands? Women's Marketing and TubeMogul present a webinar discussing why video is an important part of a media plan.
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Why Video? How Video Builds Brands
- 1. 10/20/2015 1
- 2. 10/20/2015 210/20/2015 2 WHY VIDEO? How Video Builds Brands
- 3. 10/20/2015 310/20/2015 3 PRESENTERS Moderator Marlea Clark, Senior Vice President Marketing, Women’s Marketing Justin Cosgrove, Account Executive, TubeMogul Elissa Brown, Associate Media Director, Women’s Marketing Ethan Morris, Regional Sales Director, TubeMogul
- 4. 10/20/2015 410/20/2015 4 WHO IS WATCHING? The US audience for digital video—that is, video consumed on any digital device—will pass 200 million in 2015. In 2015, US adults will spend an average of 76 minutes per day watching digital video content. Of that time, 39 minutes will be spent watching video on mobile devices (including both tablets and smartphones). Millennials account for 77 million digital video viewers in the US in 2015—more than 18% of the total US digital video viewer audience, the largest share of any age group. Sources: eMarketer US Time Spent With Media Updated Estimates Fall 2015, eMarketer US Millennials & Video, August 2015 WHY VIDEO?
- 5. 10/20/2015 510/20/2015 5 WHY VIDEO? WHAT ARE WOMEN WATCHING? DIY/crafting, beauty, gaming, fitness, fashion, and entertainment are among the most popular video categories for women. Source: eMarketer, Refinery 29, June 2015
- 6. 10/20/2015 610/20/2015 6 33% watch multiple videos per day WHY VIDEO? HOW WOMEN CONSUME ONLINE VIDEO 87% OF WOMEN VIEW VIDEOS ONLINE Where women discover video: 83% Facebook 54% Websites 49% Word-of-Mouth 36% Blogs 27% Twitter 21% Instagram Source: SheSpeaks, What Women Watch Online Video Consumption Habits April 2015 83% share videos and are more likely to share funny or cute videos 82% watch at least one video per week
- 7. 10/20/2015 710/20/2015 7 WHY VIDEO? VIDEO IN THE MIX! BRANDS ARE INVESTING IN VIDEO Each year, investment in video advertising has increased and growth is predicted through 2018.
- 8. 10/20/2015 810/20/2015 8 WHY VIDEO? C A S E S T U D Y : M O R O C C A N O I L Women’s Marketing has helped grow this brand from tiny startup to a global leader in oil-infused beauty products, creating a new beauty category in the process. For the 8-week digital campaign, brand goals were to: Drive video series views Increase brand site traffic To create a campaign that drove views of the Inspired By Women video series, we selected core video partners that appeal to the target audience. Using these key networks, we delivered in-banner YouTube views and YouTube Trueview views, supported the series with traffic placements across mobile and desktop, and extended the message across social, specifically Twitter. Drove Video Views: Drove over 1MM YouTube views & nearly 15MM total impressions Increase site traffic, efficiently: Drove over 650,000 clicks to site, continually optimizing and switching video players to maximize budget Client Satisfaction: The result was a viral success: the campaign surpassed all view and traffic goals, leveraged the brand’s new spokesperson, and sparked an engaging digital conversation. 1 2 B r a n d S t r a t e g y R e s u l t s Sources: TABS; IRI 8 G o a l s
- 9. 10/20/2015 910/20/2015 9 WHY VIDEO?
- 10. 10/20/2015 1010/20/2015 10 Market growth dynamics Our industry ecosystem and the roles of different types of companies Why advertisers are adopting programmatic Basic elements of video advertising AT THE END OF THIS SESSION, YOU SHOULD UNDERSTAND…
- 11. 10/20/2015 1110/20/2015 11 MAJOR BRANDS USING TUBEMOGUL GLOBALLY
- 13. 10/20/2015 1310/20/2015 13 TUBEMOGUL REACHES ACROSS ALL SCREENS, ALL FORMATS
- 15. 10/20/2015 1510/20/2015 15 DIGITAL VIDEO LANDSCAPE – GROWTH OVERVIEW Source(s): c o m S c o r e J u l y 2 0 1 2 , G e o f f r e y M o o r e ’ s “ C r o s s i n g t h e C h a s m ” m o d e l o f t e c h n o l o g y a d o p t i o n ; D i g i d a y A p r i l 2 0 1 3
- 16. 10/20/2015 1610/20/2015 16Source: comScore Video Metrix, December 2013 VIDEO CONSUMED AT ALL AGES
- 17. 10/20/2015 1710/20/2015 17 INCREASE IN DIGITAL, TV AND MOBILE VIDEO VIEWERS The number of US digital video viewers will rise by 19% between 2013 and 2017, reaching nearly 205 million. Source: eMarketer, “Digital Video for the Full Advertising Funnel”, October 2013
- 18. 10/20/2015 1810/20/2015 18 DIGITAL VIDEO AD SPEND TO INCREASE BY 124.4% BY 2017
- 19. 10/20/2015 1910/20/2015 19 MEDIA CONSUMPTION SHIFT – MOBILE UP, LIVE TV DOWN 44% 3%23% 1% 10% 7% 3% 3% 5% 1%3% Live TV DVR / VOD Radio Mobile / Tablet PC Internet Digital Audio Books Magazines Newspapers Console Games DVD/Video 37% 5% 13% 19% 9% 4% 3% 2%2%1% 2004 2014
- 20. 10/20/2015 2010/20/2015 20 MOBILE TIME SPENT IS FAST GROWING Mary Meeker, Internet Trends; KPCB, May 2015 0.3 0.3 0.4 0.8 1.6 2.3 2.6 2.82.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4 0.2 0.3 0.4 0.3 0.3 0.3 0.3 0.4 0 1 2 3 4 5 6 2008 2009 2010 2011 2012 2013 2014 2015 (YTD) HOURSPERDAY Time Spent per Adult User per Day with Digital Media, USA MOBILE DESKTOP / LAPTOP OTHER CONNECTED DEVICES 7% of total 42% of total 51% of total
- 21. 10/20/2015 2110/20/2015 21 MEDIA CONSUMPTION ON MOBILE OUTGROWS TV AND DESKTOP Source: eMarketer, September 2015 TIME SPENT ON MOBILE GREW 256% FROM 2011 TO 2015
- 23. 10/20/2015 2310/20/2015 23 OPPORTUNITY TO CAPITALIZE ON GROWING MOBILE MEDIA CONSUMPTION Soucrce: Mary Meeker, Internet Trends; KPCB, May 2015 4% 11% 37% 24% 24% 18% 11% 41% 23% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Print Radio TV Internet Mobile %OFTOTALMEDIACONSUMPTIONTIMEOR ADVERTISINGSPENDING TIME SPENT AD SPEND TOTAL INTERNET AD SPEND =$50B OF WHICH MOBILE AD SPEND =$13B ~$25B+ OPPORTUNITY IN USA
- 24. 10/20/2015 2410/20/2015 24 SHIFTING TV DOLLARS TO DIGITAL VIDEO Source: eMarketer, “Buying Digital Video and TV Ads Together Sees Considerable Interest”, August 2013
- 25. 10/20/2015 2510/20/2015 25 DIGITAL VIDEO + TV = TOTAL VIDEO MARKET OPPORTUNITY
- 26. 10/20/2015 2610/20/2015 26 PROGRAMMATIC IS EATING DIGITAL VIDEO ADVERTISING Source: Forrester Consulting, “RTB Powers the Rapid Growth of Online Video”
- 27. 10/20/2015 2710/20/2015 27 VIDEO IS CHASING BRAND DOLLARS •63% of marketers increased brand advertising spend in 2013 •BUT, 58% of online spending is direct response •Brand advertisers turning to video for “brand impact” with “online efficiency” Source: eMarketer, April 2014
- 28. 10/20/2015 2810/20/2015 28 WHY DO BRANDS USE VIDEO ADS? Source: IAB, February 2013
- 29. 10/20/2015 2910/20/2015 29 BUDGETS HAVE COME FROM DISPLAY, WILL COME FROM TV Source: eMarketer, October 2013
- 30. 10/20/2015 3010/20/2015 30 CHALLENGES BRANDS FACE IN A DIGITAL VIDEO WORLD
- 31. 10/20/2015 3110/20/2015 31 WHAT DOES PROGRAMMATIC MEAN?
- 32. 10/20/2015 3210/20/2015 32 WHAT DOES PROGRAMMATIC BRANDING MEAN?
- 33. 10/20/2015 3310/20/2015 33 ADOPTION RATES ARE GROWING FAST Source: Casale Media’s Index Quarterly Report, Q1 2014
- 34. 10/20/2015 3410/20/2015 34 THE REAL-TIME BUYING DIGITAL VIDEO OPPORTUNITY Source(s): F o r r e s t e r & T u b e M o g u l
- 35. 10/20/2015 3510/20/2015 35 IN THE BEGINNING…
- 36. 10/20/2015 3610/20/2015 36 THEN AD NETWORKS JOIN THE PARTY…
- 37. 10/20/2015 3710/20/2015 37 BUT EXCHANGES STEAL THE SPOTLIGHT…
- 38. 10/20/2015 3810/20/2015 38 AND SUPPLY-SIDE PLATFORMS ARRIVE FOR PUBLISHERS…
- 39. 10/20/2015 3910/20/2015 39 WHILE DEMAND-SIDE PLATFORMS ALIGN WITH ADVERTISERS
- 40. 10/20/2015 4010/20/2015 40 HOW DOES IT REALLY WORK? CHAOS!
- 41. 10/20/2015 4110/20/2015 41 VIDEO TECHNOLOGY LANDSCAPE
- 42. 10/20/2015 4210/20/2015 42 WINNING AT THE INTERSECTION OF BRANDING & SOFTWARE
- 43. 10/20/2015 4310/20/2015 43 WHAT DO ADVERTISERS CARE ABOUT?
- 44. 10/20/2015 4410/20/2015 44 MORE INVENTORY ACCESS FOR EVERY SCREEN, EVERY FORMAT
- 45. 10/20/2015 4510/20/2015 45 DATA INTEGRATIONS WITH ALL MAJOR DMPS & 3RD PARTIES Gray = pixel integrations
- 46. 10/20/2015 4610/20/2015 46 TUBEMOGUL ADVANCED TARGETING CAPABILITIES
- 47. 10/20/2015 4710/20/2015 47 TUBEMOGUL BRAND SAFETY
- 48. 10/20/2015 4810/20/2015 48 VERIFY VIEWABILITY WITH AGNOSTIC MEASUREMENT
- 49. 10/20/2015 4910/20/2015 49 KEY METRICS FOR VIDEO ADS
- 50. 10/20/2015 5010/20/2015 50 INTRODUCTION TO NIELSEN OCR Nielsen OCR integrated in the BrandPoint dashboard for seamless audience and GRP reporting Accurately identifies the audience via actual user demographic data from Facebook and other 3rd party data providers Evaluates unique reach and frequency across campaigns, regions and within each publisher GRP outputs for ad campaigns are delivered overnight and consistent with Nielsen TV Ratings
- 51. 10/20/2015 5110/20/2015 51 MEASURE ROI ACROSS SCREENS THROUGH A SINGLE PLATFORM UNVEIL RICH INSIGHTS ON IN-STORE VISITS, CONVERSIONS AND SALES IMPACT ACROSS DESKTOP AND MOBILE
- 52. 10/20/2015 5210/20/2015 52 VIDEO ADS: IN-STREAM OR IN-BANNER In-Stream In-Display • Often just called “pre-roll” (but also mid-roll / post-roll) • Ad video comes before content video • Ideal for 0:15 or 0:30 lengths • Video ad served in “300x250” display banner • Ad video stands alone (“non- interruptive”) • Ideal for >0:30 lengths
- 53. 10/20/2015 5310/20/2015 53Source: Strategy Analytics, May 2014
- 54. 10/20/2015 5410/20/2015 54 OPTIMIZING INCREMENTAL REACH FROM TV PLAN TO DIGITAL TV Buy DigitalTarget Audience TV On-Target DIGITAL On-Target Duplicated Reach Unduplicated Reach Incremental Reach
- 55. 10/20/2015 5510/20/2015 55 FLEXIBLE METHOD FOR PLANNING ACROSS SCREENS – 3 CASES Using a detailed demographic and purchase behavior target, TubeMogul determines optimal inventory on an On-target CPM basis across all screens and provides the networks, sites, and mobile apps for launch Using upcoming or historic TV plan, TubeMogul determines optimal inventory on an On-target CPM basis across all screens and provides the networks, sites, and mobile apps for launch Using KPIs such as completions, viewability, on-target audience, brand metrics, or sales lift, TubeMogul starts with brand safe sites and mobile apps with historic performance and optimizes throughout campaign across all screens with full transparency DIGITAL ONLYTV & DIGITAL
- 56. 10/20/2015 5610/20/2015 56 KEY TAKEAWAYS •The video ad market is growing at 30-40% per year and will be $9 billion by 2016 •Programmatic video is growing as a share of the total and will be over 25% by 2014 •The industry landscape is chaotic, but understanding the evolution of the industry helps make clear which companies will succeed •There are three buckets of competitors: 1) Video platforms, 2) Video ad networks, 3) Display DSPs •Programmatic adoption is accelerating because it gives buyers more control, transparency and efficiency •Digital video won't replace TV, but it is increasingly viewed as complementary •Mobile is becoming an increasingly important component to any
- 57. 10/20/2015 5710/20/2015 57 THANK YOU Thank you for joining this webinar, part of our How Media Builds Brands series Have questions or want to learn more? Contact Marlea Clark at mclark@womensmarketing.com Women’s Marketing womensmarketing.com New York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500 Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880
Editor's Notes
- Added icons
- Synvisc-One, Voices of Meningitis, Gilead, Toujeo.
- TubeMogul is known for being the leader in desktop and mobile video, with access into more auctions than any other platform globally.
- I often hear from media buyers about how difficult it is to differentiate between all the video options out there, and sometimes they just come away with one sentence. So at the very least I want you to take away the one sentence that gives you the “TubeMogul is __”…. TubeMogul is Accountability. I am going to show you can buy media in an accountable way. A lot of companies talk about transparency. I am going to show you Transparency. You will site– delivery, performance, viewability – all down to the site level. Because of tour commitment to transparency, we’re an open book when it comes to optimization. We turn off underperforming sites because we don’t simply arbitrage pre-bought media like ad networks. Our solution is built on real technology you can see, and I’m going to show you our platform shortly. In addition, as partners, we will always be upfront on any trade-offs that might exist with a set of requirements. We have an award winning client service team that you can trust, and a real technology platform you can see and if you want, you can access deep analytics and site level performance at any time. We let you see it all. You will always know what you bought when you buy from us.
- http://www.emarketer.com/Article/Insurance-Develops-New-Digital-Path-Purchase/1010337
- eMarketer expects TV to continue to capture the largest share of paid ad spending in the US for the foreseeable future, though its percentage of total spending will drop slightly, from 39.1% in 2012 to 38.8% this year and 38.2% in 2017, as spending on TV ads grows more slowly than spending on paid media as a whole. Digital media will gain the most share during the forecast period, rising from 22.3% of total spending in 2012 to nearly a quarter this year and 31.1% by 2017. Mobile alone will grow ad spending even more quickly than digital as a whole; mobile is expected to account for 15.8% of all ad spending by 2017, or $31.1 billion.
- Media consumption shift in mobile has seen the most dramatic increase from 1% of time spent on mobile and tablet 10 years ago to where consumers are spending almost 20% of their time on mobile media, while during the same time period Live TV consumption has dropped from 44% to 37% off of a very large base.
- Mobile time spent with digital media continues to be the fastest growing digital medium, eating desktop’s share of digital time. This past year, mobile surpassed desktop as the #1 digital medium for time spend in the US.
- According to ComScore, Mobile media consumption is now just behind TV as the 2nd largest media for time spent by consumers. Audiences are spending more time on mobile devices than desktop. Now behind – TV only ______ We are seeing this trend accelerating with more video views coming from apps and mobile optimized sites. Large publishers continue to invest in syndicating and developing content specifically for the mobile environment, and as a result, video views on mobile devices continue to rise. For example, in 2014, YouTube’s global mobile traffic increased from 40% to 50%, and VEVO’s U.S. views on smartphone, tablet and connected TV devices accounted for 50% of its traffic in January 2015. ___________ Background Stats / Talking Points if needed: Advanced in technological infrastructure source: https://gsmaintelligence.com/research/?file=08bd184710b7e671e80cfe6693cead2d&download In 2014, 4G networks expanded rapidly,1 providing coverage for over 25% of the global population. On top of that, the average smartphone screen size increased 130% between 2008 and 2015.2 The expansion of broadband coverage, faster streaming speeds and larger screen sizes has made accessing media content on mobile devices easier than ever.
- Additionally, mobile-only internet users, comprised primarily of millennials, are on the rise. Advances in mobile technology make it easier for people to completely bypass desktop devices for media consumption. In 2015, according to comscore, over 10% of US internet users can only be reached on mobile devices. Comscore predicts that almost 15% of internet users will be mobile only users in 2019. AND, 25% of millenials will be mobile only internet users according to Comscore. Background states / notes _______________________________ Not only are we seeing cord cutters from TV mobile content being consumed by audiences along with TV and video, BUT NOW, there are some consumers who have cut the desktop cord. we see cord-cutting for TVs, cord-cutting on laptops – more and more millennials / younger demos are contributing to the rise of mobile-only internet users. Per comScore, 25% of millinnials are mobile-only internet users http://mobilefomo.com/2015/04/comscore-report/ Mobile phone internet adoption will closely parallel smartphone user growth. More than 60% of people in the US, or three out of four mobile phone users, will go online via mobile phone regularly in 2015 http://totalaccess.emarketer.com/Chart.aspx?R=165618 Note: the mobile-only number above is lower than what was on the 2014 deck, but note that that figure was not accurately talking about mobile-only users
- According to Mary Meeker state of advertising, spend is close to time spend in media, except in print where advertisers are still over-invested in print versus time spend. More importantly, there is an $25B gap between mobile time spent and advertiser investment in mobile. Why has mobile advertising investments lagged behind mobile consumption? Perceptions that mobile is: Difficult to target Difficult to measure Quality of app and content Speed of adoption and mobile device fragmentation is accelerating exponentially versus investment Huge opportunity for savvy marketers to get in and make a huge impact on mobile. Figure out ways to take advantage of this.
- Seventy percent of buy-side US senior executives told the IAB they would likely move TV dollars to digital video in the coming year. An even greater 75% of all US senior executives surveyed said the same, suggesting there is significant excitement around digital video from all corners.
- Subtext in the colored boxes is hard to read - FIXED
- So if programmatic is the application of software to the media buying process, then programmatic branding is this concept applied to campaigns that have a brand objective like increasing awareness, favorability or purchase intent. This distinction is important, because up until recently, the industry has associated programmatic and real-time bidding with direct response advertising.
- We want to begin with a brief overview of how this industry has evolved over the last 7-8 years. Going back to about 2005/2006, there were no intermediaries sitting between advertisers and publishers, and if a brand wanted to get their video ad onto hundreds of sites, they would have to call up hundreds of publishers and sign individual deals with each one of them. Of course it was terribly inefficient…
- …so you soon had new companies called video ad networks created to fill this need. They would buy video ad inventory from hundreds or thousands of websites, usually on a forward basis, and then they would turn around and repackage this inventory into different content channels for advertisers to buy. This greatly increased efficiency for advertisers, but it came with its drawbacks – the ad networks are “blind” – which means they typically don’t tell an advertiser where their ads actually ran AND because they take ownership of the inventory before reselling it to advertisers, they are incented to stuff that inventory into any campaign that needs it, even if it isn’t what is optimal for a particular advertiser.
- As we moved into 2009 and 2010, new entities called ad exchanges were created. They allowed video ad inventory to be bought and sold at the moment someone was about to watch an ad, enabling better targeting and flexibility for the advertiser to determine which impressions were best suited to deliver specific campaign objectives. Now these exchanges were set up to be purely neutral between the buy-side and sell-side, and they provided very limited controls to publishers for them to manage how their inventory was sold.
- This created the opportunity that LiveRail capitalized on to build technology for premium publishers who wanted to make their inventory real-time biddable, but wanted to do so in a way where they set the rules – controlling who could buy their inventory, set minimum prices and so on. And LiveRail has dominated this space serving the needs of publishers who want to enable programmatic video selling.
- And on the buy-side, as the number of video exchanges increased dramatically, it was clear that there was a need for a company who could aggregate all that inventory and enable advertisers to easily access it from a single console. And that is what TubeMogul does – we help advertisers easily execute video campaigns across this real-time inventory, while using the same set of targeting and providing a consistent set of reporting to advertisers. We are the only pure-play video demand-side platform that is squarely aligned on the buy-side to serve the needs of brands and agencies. And now <LiveRail presenter> is going to show you where everyone in this ecosystem stacks up in terms of the volume of video ads we are handling for our clients.
- Need to finish the logos, but I want to send it through to Keith while I work on those. No need for a few greyscale logos to hold us back from his review
- Webbula = Webbula provides accurate offline consumer data across multiple platforms and databases including auto, social media, political, and business-to-consumer. Axciom - we get Acxiom data via Bluekai today, we have full s2s integration with LiveRamp who Acxiom just acquired and I assume will be using LiveRamp's established pipes to companies like TubeMogul. Worse case we integrate quickly with Acxiom. Ninth decimal - Location based data The Trade Desk – Frenemy - has become the fastest growing demand-side platform in the industry by offering agencies, aggregators, and their advertisers best-in-class technology to manage display, social, and video advertising campaigns.
- Similar to desktop, there are ROI Measurement solutions in market for cross-device or mobile specific. In-store visit, reporting is a good example of mobile specific attribution. Conversion as well as ROI measurement are examples of cross-screen Tools in place to physically qualify value - ROI solutions.