Ryan Pamplin from Extreme Reach's morning workshop from Digiday Agency Summit in New Orleans, March 3, 2015.

1. The Convergence of TV and Digital Video Advertising
Ryan Pamplin
vp & digital evangelist

2. About Extreme Reach
TV Ad Technology
Digital Video Ad Technology
The Path to Video Convergence

3. About Extreme Reach

4. Television
91 Ad Age 100 Brands

5. Talent
$150 Million Paid in 2013

6. Digital Video
Holistic Measurement

7. Source: Business Insider, August, 2013
Video Advertising History in the Making
-$20
$0
$20
$40
$60
$80
1945 1950 1953 1956 1959 1962 1965 1968 1971 1974 1977 1980 1983 1986 1989 1992 1995 1998 2001 2004 2007 2010 2013 2016
MEDIASPEND(US$BILLIONS)
TV Media Spend (US) Digital Video Media Spend (US)
Birth of
Cable TV
First
Soap Opera
Birth of
the Internet
Convergence

8. Daily Time Spent with Major Media by US Adults
Source: eMarketer
2010 2013
0
2
3
5
6
DIGITAL TV
HOURS
1
0
2
3
5
6
DIGITAL TV
HOURS
1

9. The Future of Television: Cross-Platform Content
Wearable
0%
25%
50%
75%
100%
125%
2004 2007 2010 2013 2016 2018 2021 2024
PERCENTAGEOFUSHOUSEHOLDSWITHDEVICE
TabletIPTVPCMobileTV
Sources: PewResearch, Nielsen, IHS

10. TV Ad Technology

11. Film Satellite Cloud
(Extreme Reach)
Tape

12. TV Audience Measurement

13. • Panel Based
• Programming as Proxy
• Gross Rating Points

14. Digital Video Ad Technology

15. Custom Interactive
Overlays
Whatever
Worked!
Experiments with
XML and Flash

16. • IAB Digital Video Committee
• VAST
• VPAID
• Site Served vs. Ad Served

17. Digital Audience Measurement

18. • Impression Level
• Broader Panel
• Campaign Based GRP
• Cross Referencing Data
• More Metrics

19. Digital Challenges

20. “Half the money I spend
on advertising is wasted;
the trouble is I don’t know
which half.”
John Wanamaker

21. Viewable Video Impression:
• 50% of the ad’s pixels on an in-focus browser
tab in the viewable space of the browser page
• 2 continuous seconds (any unduplicated content of the ad
comprising 2 continuous seconds qualifies in this regard)

22. Non-Viewable In-Stream Impressions: 18.2%

23. Non-Viewable Impressions by Media Vendor Type
0%
13%
25%
38%
50%
Direct Publishers Inventory Aggregators
PERCENTNON-VIEWABLE
2.9%
40.6%

24. 1,300%
Inventory aggregators serve non-viewable video
impressions 1,300% more than direct publishers.

25. Non-Viewable Fraud

26. Fraud
a: DECEIT, TRICKERY: specifically: intentional perversion of
truth in order to induce another to part with something
of value or to surrender a legal right
b: an act of deceiving or misrepresenting: TRICK
a: a person who is not what he or she pretends to be:
IMPOSTER; also: one who defrauds: CHEAT
b: one that is not what it seems or is represented to be
1
2

28. “36% of Web traffic is fake.”
- Wall Street Journal

29. In-Stream
THE FOLDTHE FOLD

30. In-Banner
THE FOLDTHE FOLD

31. Video Player Size
IAB Minimum Recommended Size — 400 x 300
Standard Size — 853 x 480
In-Banner Size — 300 x 250

32. In-Stream Impressions Delivered In-Banner: 23.6%

33. In-Banner Delivery by Media Vendor Type
0%
10%
20%
30%
40%
Direct Publishers Inventory Aggregators
PERCENTIN-BANNER
5.1%
31.8%

34. Inventory aggregators serve in-stream video
as in-banner 524% more than direct publishers.
524%

35. Non-Viewable Impressions
In-Banner
Robotic Traffic
Unsafe Environments

37. What’s the solution?

38. • Transparency
• Accountability
• Automation

39. Similarities & Differences
TV and Digital Video Advertising

40. Broadcast
Meaningful
Audience Size
Dynamic
Ad Support
Internet
Connected
Measurable
in Realtime
Video On Demand
(VOD)
Desktop & Mobile
Over-the-top
(OTT)

41. THE PATH TO
Video Convergence

42. Transparency &
Accountability
1
Fully Integrated
Programmatic
Ecosystem
2
Data &
Optimization
Loop
3
THE PATH TO
Video Convergence

43. Transparency &
Accountability
1
Fully Integrated
Programmatic
Ecosystem
2
Data &
Optimization
Loop
3
THE PATH TO
Video Convergence

44. Transparency &
Accountability
1
Fully Integrated
Programmatic
Ecosystem
2
Data &
Optimization
Loop
3
THE PATH TO
Video Convergence

45. Planning Activation DataCreative

46. The Two Keys to
Video Convergence

47. Streamlined Workflow
Unified Insights

48. Brands Media
BUDGET
INSIGHTS

49. Ryan Pamplin
VP & Digital Evangelist, Extreme Reach
Thank You!
@ryanpamplin