1. Adding online video
to the media mix
Matt Sutton
1

3. 2010

4. We’re here to tell
you that already in
2012 …

5. … it’s becoming
BUT NOW IT’S
clear
2012 …

6. Video consumption has gone digital

7. And you guys are no different

8. How did this happen?
• Increased time spent online
• Modern lives are OOH
• Advent of multiple screens
• Advent of Media 2.0
• Broadband penetration
• Support from broadcasters
• ‘ME’ feeling of digital media
8

9. Your audience is there … and the media works
• Reach
• More people
• less investment
• Frequency
• More times
• Controlled exposure
• Engagement
• ‘Pull’ media
• Interactive units
• Targeting
• Granular targeting criteria
• Behavioral targeting
• Accountability
• Actual consumption data
• Report on various engagements
9

10. Switching budget from TV to online will increase ROI
TV Ads Awareness
Consideration
Interactive
Video Ads
Engagement
Purchase
10

11. Interaction at every part of the purchase cycle
11

12. Online v TV … an un-fair fight!
12

13. Reach/Cost Analysis
80
Reach %
70
60
50
TV
40
Online +TV
30
20
10
0
Cost
13

14. TV Only TV + Online Video
Campaign Campaign
TV Spend $ 100,000 $ 80,000
Online Spend $ 20,000
GRPs 400 320
CPRP $ 250 $ 250
Daily Channel Reach 524,000 524,000
Impressions 3,125 2,500 3,333,333
CPM $ 32 $ 32 $6
Frequency Cap n/a n/a 7
Additional Reach 476,190
14

15. Think and organize
beyond silos

16. Online video - multiple opportunities
• In Banner
o Use existing placements for interactive full screen video
• Pre/Mid/Post Roll
o Grasp your viewers attention before, during or after
they are engaged in content consumption
• Viral Seeding
o Give your TVC wings
16

17. Showcase Gallery
17

18. Achieving dominance in the world’s major digital markets
U.S.A.
Total Ad Spend:$144b
Online Ad Spend: $32b (22%)
Online over takes TV: 5 yrs
U.K.
Total Ad Spend:$22.4b
Online Ad Spend: $7b (32%)
In 2011, online has already
over taken TV ad spend
AUSTRALIA
Total Ad Spend:$13.2b
Online Ad Spend: $2.66b (20%)
Online video ad spend: $33.4m
18

19. Bringing spend in line with consumption
Source: comScore Video Metrix, August 2011 and eMarketer, January 2010
19

20. Komli SEA predictions for the next 2-3 years
Video and Social in These twin engines
Appetite for digital
tandem to turbo- to get us to 15%
media will not slow
charge growth in market share in the
down
media spend next 5 years
20

21. Thank You