how brands can ring the register with video advertising

1© 2010 TubeMogul Incorporated. All Rights Reserved.

TubeMogul Video Advertising and Analytics

IAB Webinar: How Brands Can

Ring the Register with Video Advertising

Keith Eadie / @keadie / @tubemogul

2

Agenda

1. TubeMogul – What We Do

2. Why Are Brands Using Video?

3. What Video Formats Work Best?

4. Facebook – The Video Juggernaut

5. Executing a Successful Video Campaign

6. Strategy in Action: Symantec Case Study

© 2010 TubeMogul Incorporated. All Rights Reserved.

3© 2010 TubeMogul Incorporated. All Rights Reserved.

What We Do

We Connect Brands with Targeted Audiences

Using All Forms of Video Ads

4© 2010 TubeMogul Incorporated. All Rights Reserved.

We Collect Billions of Video Streams Per Month

(Second only to Google)

What We Do

5

Agenda

1. TubeMogul – What We Do

2. Why Are Brands Using Video?

3. What Video Formats Work Best?

4. Facebook – The Video Juggernaut

5. Executing a Successful Video Campaign

6. Strategy in Action: Symantec Case Study

© 2010 TubeMogul Incorporated. All Rights Reserved.

6

Video Ad Growth is Exploding

© 2010 TubeMogul Incorporated. All Rights Reserved.

2009 2010 2011 2012 2013 2014$0.0

$1.0

$2.0

$3.0

$4.0

$5.0

$6.0

1.0 1.52.1

3.14.2

5.5

Video Ad Spend ($B)

41%

Video is fastest growing segment of digital advertising

($B)

Source: eMarketer (May 2010)

7

Video Ads: In-Stream or In-Banner

© 2010 TubeMogul Incorporated. All Rights Reserved.

In-Stream In-Banner

• 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

• Often repurposed TV spots

• Video ad served in “300x250” display banner

• Ad video stands alone (“non-interruptive”)

• Ideal for >0:30 lengths

• Usually made-for-web content

8

How Brands Use Video

© 2010 TubeMogul Incorporated. All Rights Reserved.

Owned MediaCompany

SiteYouTube Channel

Paid Media

Pre-Roll In-Banner

Earned MediaViral Sharing and Embeds

YouTube Rankings

9

Video Has HUGE SEO Benefits

© 2010 TubeMogul Incorporated. All Rights Reserved.

• Put keywords in your video title

• Include relevant metadata with videos

• Embed videos on your own site

Video is 50 times more likely thantext to be on the 1st page of Google1Owned Media

1. Forrester, January 2009

10

Video Drives On-Site Conversions

© 2010 TubeMogul Incorporated. All Rights Reserved.

• Longer time spent on site

• Fewer abandoned shopping carts

• Lower return rates

Video improves conversions for web retailers by 64%1Owned Media

1. comScore, August 2010

11

Video Outperforms Other Creative Formats for Brand Metrics

Perc

ent I

mpa

cted

Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098; Rich Media: Last 3 Years, Q4/2009, N=1,203 n=1,511,268Simple Flash: Last 3 Years, Q4/2009, N=1,183 n=1,507,596

Aided Brand A

wareness

Online A

d Aware

ness

Messa

ge Asso

ciation

Brand Fa

vorabilit

y

Purchase

Inte

nt/Consid

eration

0

1

2

3

4

1.3

3.2

0.8

1.5

1.11.0

2.4

1.00.7 0.70.6

1.8

0.8

0.20.4

Online Video Rich Media Simple Flash

Online Creative Formats: Frequency of 1

In particular, ad awareness and Brand Favorability were impacted more effectively

Video delivers more brand impactthan other digital ad formats

Paid Media

12

Successful video campaignsincrease brand metrics

Video Delivers Brand Lift

Earned Media

• Over 60 million views

• 84% increase in audience reach

• 160% increase in online GRP’s

• Improvements in brand favorability and purchase consideration

13

Agenda

1. TubeMogul – What We Do

2. Why Are Brands Using Video?

3. What Video Formats Work Best?

4. Facebook – The Video Juggernaut

5. Executing a Successful Video Campaign

6. Strategy in Action: Symantec Case Study

© 2010 TubeMogul Incorporated. All Rights Reserved.

14

Measuring Video Ad Performance

© 2010 TubeMogul Incorporated. All Rights Reserved.

Video Analytics Attitudinal Metrics

Aided Brand Awareness

Online Ad Awareness

Message Association

Brand Favorability

Purchase Intent

Offline Sales

• Total views

• Average viewing time

• Total viewing time

• Click-through-rate (CTR)

• Completion rate

Measured by Measured by

15

Repurposed vs. Made-for-Web Video

Made-for-Web Content

Repurposed TV

0% 10% 20% 30% 40% 50% 60%

23.8%

28.0%

36.6%

53.8%

Halfway Completed

Percentage of people who viewed the video

However, Made-for-Web content loses a smaller

percentage of viewers after the halfway point

**Note: Data amongst Click-to-Play video content Source: TubeMogul: 20,302,612 Streams; 196,834 hours viewed

Repurposed TV Videos Have Higher Completion Rates

16

% o

f To

tal

Peo

ple

Ser

ved

Vid

eo

^ Viewers who watched at least 10 seconds before exiting videoSource: TubeMogul: 20,302,612 Streams; 196,834 hours viewed

Portion of Video Completed

Made-for-Web Content

10 sec 20 sec Halfway 75% Completed15%

25%

35%

45%

55%

65%

75%

52.5%

29.6%

17.0%

63.0%

44.2%

32.2%

65.0%

36.5%

23.4%

:30 - :60 :60 - 1:30 >1:30

:60 – 1:30 Videos Have the Highest Completion Rate

17

Comparison of Attrition Rates

Made-for-Web, >1:30

Made-for-Web, :60 - 1:30

Made-for-Web, :30 - :60

Repurposed, :30

Repurposed, :15

0% 10% 20% 30% 40% 50% 60%

23.4%

32.2%

17.0%

30.1%

19.4%

36.5%

44.2%

29.6%

57.2%

42.4%

Halfway Completed

Percentage of people who viewed the video **Note: Data amongst Click-to-Play video content Source: TubeMogul: 20,302,612 Streams; 196,834 hours viewed

Repurposed video ads are “gatekeeper” content – performance will be impacted

by content’s value proposition (e.g. length, content quality, exclusivity)

“Medium” Length Made-for-Web Videos Have the Lowest Drop-Off

18

**Note: Data amongst Click-to-Play video content Source: TubeMogul: 20,302,612 Streams; 196,834 hours viewed

Retail Outlet: Made-for-Web

Retail Outlet: Repurposed TV

Media/Entertainment: Made-for-Web

Media/Entertainment: Repurposed TV

Food/Beverage (CPG): Made-for-Web

Food/Beverage (CPG): Repurposed TV

Technology: Made-for-Web

Technology: Repurposed TV

0% 20% 40% 60% 80%

29.7%

59.9%

17.4%

18.5%

44.0%

16.5%

21.9%

23.3%

37.6%

73.2%

34.8%

40.8%

57.5%

40.4%

34.4%

55.0%

Halfway Completed

Industry Video Attrition Rates

Percentage of people who viewed the video

Performance of Video Formats Varies Between Industries

Food/Beverage made-for-web videos performed markedly better than its counterpart

Retail campaigns exhibit both lowest drop-off and completion

rates for both production formats

19

10 Seconds Halfway 75% Completion15%

25%

35%

45%

55%

65%

75%

55.4%

34.2%

26.2%22.5%

63.0%

39.7%

33.6%

24.5%

Auto-Play Click-to-Play

Auto-Play vs. Click-to-Play Formats

% o

f To

tal

Pe

op

le S

erv

ed V

ideo

Portion of Video Completed

Source: TubeMogul: 20,302,612 Streams; 196,834 hours viewed

In general, Auto-Play causes more disturbance and annoyance to the viewer experience,

resulting in more exits

Viewers Watch Click-to-Play Videos Longer than Auto-Play Videos

20

Repurposed TV = Awareness, Made-for-Web = Impact

Aided Brand Awareness

Online Ad Awareness Message Association Brand Favorability Purchase Intent/Consideration

0

1

2

3

4

5

2.0

4.7

2.2

1.2

0.8

1.9

4.3

2.1

1.61.4

Repurposed TV Made-for-Web

Production Format:Repurposed TV Ads vs. Made-for-Web Content

Perc

ent I

mpa

cted

Repurposed TV: Last 3 Years, Q4/2009, N=59, n=75,045; Made-for-Web Content: Last 3 Years, Q4/2009, N=135, n=150,028 Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098

There is likely a beneficial impact on awareness from the TV spots these ads

have been repurposed from

Video content has the ability to be more relevant and useful to the

viewer, and therefore, more persuasive

21

Made-for-Web Impacts PersuasionMost Among Women

Brand Favorability Purchase Intent/Consideration0

1

2

3

0.40.2

0.7

0.40.5

0.2

1.9

1.6

Men: TV Men: Made-for-Web Women: TV Women: Made-for-Web

Gender

Perc

ent I

mpa

cted

Repurposed TV: Last 3 Years, Q4/2009, N=59, n=75,045; Made-for-Web Content: Last 3 Years, Q4/2009, N=135, n=150,028 Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098

High performance of Made-for-Web content is partly driven by CPG performance among Women, who are

typically the main purchasers of the household

22

Made-for-Web Impacts PurchaseIntent Most with Younger Viewers

Aided Brand Awareness Online Ad Awareness Brand Favorability Purchase Intent/Consideration0

1

2

3

4

5

6

2.5

5.9

0.4

1.1

2.0

4.6

1.3

2.8

3.3

4.6

1.5

0.7

1.2

3.4

2.0

0.6

3.0

4.7

1.00.7

1.7

3.7

1.4

0.5

18-34: Repurposed 18-34: Made-for-Web 35-49: Repurposed35-49: Made-for-Web 50+: Repurposed 50+: Made-for-Web

Age

Perc

ent I

mpa

cted

Repurposed TV: Last 3 Years, Q4/2009, N=59, n=75,045; Made-for-Web Content: Last 3 Years, Q4/2009, N=135, n=150,028 Source: ComScore, “Getting Beyond Big in Online Video”

Within each age segment, Made-for-Web content performs at, or above par for

persuasion metrics

Repurposed TV outperforms Made-for-Web content in

awareness across age groups

23

Made-for-Web Impacts PersuasionMetrics More for Target Segment

Aided Brand Awareness

Online Ad Awareness Message Association Brand Favorability Purchase Intent/Consideration

-1

0

1

2

3

4

5

6

2.0

5.9

2.6

-0.1 -0.1

2.0

5.1

2.42.1

1.8

Repurposed TV Made-for-Web Video

Targeted Consumer Segment

Perc

ent I

mpa

cted

Repurposed TV: Last 3 Years, Q4/2009, N=59, n=75,045; Made-for-Web Content: Last 3 Years, Q4/2009, N=135, n=150,028 Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098

Conventional TV spots are typically produced with a wide audience in mind – targeting technologies of the digital

space allow customized video content to focus its branding message to the intended audience

24

CPG and Financial Service Firms had the Best Campaign Results

Aided Brand Awareness

Online Ad Awareness Brand Favorability Purchase Intent/Consideration

0

1

2

3

4

5

1.2

1.7

0.4

-0.6

0.8

4.6

1.82.0

2.2

3.7

2.1

1.6

0.5

0.1

0.90.6

Automotive CPG Financial Services Technology

Overall Video Impact on Industries

Perc

ent I

mpa

cted

Automotive, Video: Last 3 Years, Q4/2009, N=54 n=56,565; CPG, Video: Last 3 Years, Q4/2009, N=92 n=112,635; Financial Services, Video: Last 3 Years, Q4/2009, N=24 n=36,241; Technology, Video: Last 3 Years, Q4/2009, N=34 n=35,538

It is likely the low impact on Auto campaigns, particularly for persuasion, is reflective of the

overall difficulty of positively impacting metrics for this industry

25

Aided Brand Awareness Online Ad Awareness Brand Favorability Purchase Intent/Consideration0

1

2

3

4

5

6

1.6

5.6

0.5

0.91.2

2.8

1.5

1.0

In-Stream: TV Out-of-Stream: Made-for-Web

In-Stream Favors Awareness, Standalone Favors Brand Impact

Perc

ent I

mpa

cted

^ Directional results due to low sample size; N=8, n=13,347** Directional results due to low sample size; N=11, n=6,666

Repurposed spots may be effective as short pre/mid-rolls, but as standalone content,

deeper consumer engagement is not

likely

In-Stream vs. In-Banner Video

Made-for-Web content works best as destination content – its longer length is

not likely to be tolerated as “gatekeeper” content such as pre-roll

26

Agenda

1. TubeMogul – What We Do

2. Why Are Brands Using Video?

3. What Video Formats Work Best?

4. Facebook – The Video Juggernaut

5. Executing a Successful Video Campaign

6. Strategy in Action: Symantec Case Study

© 2010 TubeMogul Incorporated. All Rights Reserved.

27

Facebook and Video

© 2010 TubeMogul Incorporated. All Rights Reserved.

Top U.S. Online Video Properties by Unique Video Viewers (October 2010)

(According to Comscore)Google Sites 146,346,000

Yahoo! Sites 53,839,000

Viacom Digital 52,885,000

Vevo 47,569,000

Facebook.com 47,423,000Microsoft Sites 47,095,000

AOL, Inc. 43,381,000

Fox Interactive Media 38,478,000

Break Media Network 31,115,000

Hulu 29,650,000

Facebook is a Top Ten video site without trying very hard

28

Social Games are HUGE

© 2010 TubeMogul Incorporated. All Rights Reserved.

Farmville alone has more than 50mm monthly active users

29

Some of the Most Engaged Video Viewers Online

© 2010 TubeMogul Incorporated. All Rights Reserved.

Sample: 34.5m streams from top media companies’ videos embedded within Facebook

bing yahoo google twitter facebook

1:16

1:281:32

1:44 1:45

Minutes-Watched Per View By Discovery Source (May 2010)

30

Video Advertising on Facebook: Data-Driven Guide

© 2010 TubeMogul Incorporated. All Rights Reserved.

31

Fan Page Embeds and Uploads

© 2010 TubeMogul Incorporated. All Rights Reserved.

32© 2010 TubeMogul Incorporated. All Rights Reserved.

Facebook Sponsored Video Ad

33© 2010 TubeMogul Incorporated. All Rights Reserved.

Facebook Sponsored Video Ad (Clicked)

34

In-Banner Display Within Apps

© 2010 TubeMogul Incorporated. All Rights Reserved.

35

Interstitials Within Games & Apps

© 2010 TubeMogul Incorporated. All Rights Reserved. Note: interstitials are set to auto-play.

36

Virtual Currency Within Games

© 2010 TubeMogul Incorporated. All Rights Reserved.

37

Benchmark: Standalone, Display Video Ads

© 2010 TubeMogul Incorporated. All Rights Reserved.

38

Completion Rates By Ad Unit

© 2010 TubeMogul Incorporated. All Rights Reserved. Sample: 20 major brand campaigns, spanning 60.2m views.

Facebook: Virt

ual Curre

ncy

Facebook: In-B

anner

Facebook: Inte

rstit

ial

Offs

ite: 3

00x250 Dis

play

0%

10%

20%

30%

40%

50%

60%

Watches 75% Completes Video

Facebook viewers more likely to complete video ads compared to placements off Facebook

39

Minutes-Watched by Ad Unit

© 2010 TubeMogul Incorporated. All Rights Reserved. Sample: 20 major brand campaigns, spanning 60.2m views.

Facebook: Virt

ual Curre

ncy

Facebook: In-B

anner

Offs

ite: 3

00x250 Dis

play

Facebook: Inte

rstit

ial

54.7

48.6

39.6

11.2

Average Seconds Watched Per View

40

Sharing and Clicks per View

© 2010 TubeMogul Incorporated. All Rights Reserved. NOTE: rates are calculated at the view, not impression, level.

Facebook: Virt

ual Curre

ncy

Facebook: In-B

anner Dis

play

Offs

ite: 3

00x250 Dis

play

Facebook: Inte

rstit

ial

0%

1%

2%

3%

4%

5%

6%

Facebook/Twitter Share Rate Overlay Click-Through Rate

Facebook video units more likely to be shared

41

Agenda

1. TubeMogul – What We Do

2. Why Are Brands Using Video?

3. What Video Formats Work Best?

4. Facebook – The Video Juggernaut

5. Executing a Successful Video Campaign

6. Strategy in Action: Symantec Case Study

© 2010 TubeMogul Incorporated. All Rights Reserved.

42

YouTube, Needle, Haystack

© 2010 TubeMogul Incorporated. All Rights Reserved.

43

What Creative Should I Use?

© 2010 TubeMogul Incorporated. All Rights Reserved.Source: TubeMogul / Dynamic Logic Research, 2010

Repurposed TV Spots Drive Higher Awareness – Custom Creative Generates More Purchase Intent

Aided Brand Awareness

Online Ad Awareness Message Association Brand Favorability Purchase Intent/Consideration

0

1

2

3

4

5

2.0

4.7

2.2

1.20.8

1.9

4.3

2.1

1.61.4

Repurposed TV Made-for-Web

Production Format:Repurposed TV Ads vs. Made-for-Web Content

Perc

ent I

mpa

cted

Repurposed TV: Last 3 Years, Q4/2009, N=59, n=75,045; Made-for-Web Content: Last 3 Years, Q4/2009, N=135, n=150,028 Overall Video: Last 3 Years, Q4/2009, N=307 n=362,098

44

How Long Should My Video Be?

© 2010 TubeMogul Incorporated. All Rights Reserved.Sample: 20 major brand campaigns, spanning 60.2m views.

60-90 Seconds is the Optimal Video Length

% o

f To

tal

Peo

ple

Ser

ved

Vid

eo

Portion of Video Completed

Made-for-Web Content

10 sec 20 sec Halfway 75% Completed15%

25%

35%

45%

55%

65%

75%

52.5%

29.6%

17.0%

63.0%

44.2%

32.2%

65.0%

36.5%

23.4%

:30 - :60 :60 - 1:30 >1:30

45

Why Do Embeds Matter?

© 2010 TubeMogul Incorporated. All Rights Reserved.Source: Brightcove / TubeMogul Q2 Research

Offsite (Embeds) Onsite

1:42

1:02

Brands: Average Minutes Watched Per View

Viewers of Brand Videos Who WatchEmbeds Are The Most Engaged

46

How Do Viewers Find My Video?

© 2010 TubeMogul Incorporated. All Rights Reserved.

Google Yahoo Bing Twitter Facebook1% 14%

54% 56%

364%

Average Monthly Growth in Video Streams Referred (Q2)

Source: Brightcove / TubeMogul Q2 Research

Facebook and Twitter are the FastestGrowing Discovery Source for Brand Videos

47

Use Endemic Audiences

© 2010 TubeMogul Incorporated. All Rights Reserved.

Meet Michelle Phan…

48

How Should Brands Use Video?

© 2010 TubeMogul Incorporated. All Rights Reserved.

Owned Media

VIE

WS

CO

NT

RO

L

Company Site

YouTube Channel

Paid Media

Pre-Roll In-Banner

Earned MediaViral Sharing and Embeds

YouTube Rankings

Video promotion can ignite viral

sharing and drive YouTube rankings

Video promotion drives viewers to

existing video content

49

Secrets To Video Advertising

© 2010 TubeMogul Incorporated. All Rights Reserved.

Match Creative To Campaign Goals1

Use The Right Video Length2

Make It Shareable and Embeddable3

Use Social Media to Amplify Distribution4

Maximize Views and Brand Impact

Leverage Endemic Audiences5

Use Paid Media to Drive Earned & Owned Media6

50

Agenda

1. TubeMogul – What We Do

2. Why Are Brands Using Video?

3. What Video Formats Work Best?

4. Facebook – The Video Juggernaut

5. Executing a Successful Video Campaign

6. Strategy in Action: Symantec Case Study

© 2010 TubeMogul Incorporated. All Rights Reserved.

51

Case Study: Symantec

© 2010 TubeMogul Incorporated. All Rights Reserved.

7 Steps to Windows 7Target: IT Professionals (B2B)

Approach:1. In-banner video ads placed on tech

sites to drive qualified leads2. Longer-form ad on YouTube with

details and link to Symantec site3. Short-form ad placed on Facebook

Social SEM

Click Here

Video BannersVideo

Landing Page

52

Paid Media

© 2010 TubeMogul Incorporated. All Rights Reserved.

53

Earned Media

© 2010 TubeMogul Incorporated. All Rights Reserved.

54

Owned Media

© 2010 TubeMogul Incorporated. All Rights Reserved.

55

Case Study: Symantec

© 2010 TubeMogul Incorporated. All Rights Reserved.

7 Steps to Windows 7

Results:• OMMA Video Awards Finalist

• 7 million total views including over 500k YouTube views

• 8.5% of views resulted in a click on the banner overlay

• 2000 qualified B2B leads!

• Viewers watched 3-10% longer than a benchmark of 10 major tech campaigns

56

Thank You

© 2010 TubeMogul Incorporated. All Rights Reserved.

OneLoad® FREE Content Distribution

PlayTime®Video AdPlatform

InPlay®FREE Video

Analytics

Keith Eadiekeith@tubemogul.com / @keadie

57

IAB Updates: www.iab.net• Educational Webinars (Virtual) – Digital Transformation or Disruption? – DSPs, Digital

Advertising, and the Changing Role of the Agency Wednesday, December 15, 2010 Noon EST

Professional Development Classes (NYC) Closing the Deal with Data: Using Research to Sell

Thursday, December 9, 2010 9 AM – 1 PM EST

IAB Annual Leadership Meeting Palm Springs, California February 27 – March 1, 2011

58

Credits Earn Credits for attending IAB WebinarsIndividuals earn one (1) hour credit for each webinar attended

through the IAB. For further information on the IAB Digital Advertising Certificate, please

visit: www.iab.net/events_training/certificate

Member Led Seminar SubmissionsIf you are a member of the IAB, we encourage you to submit proposals for

future webinars. There is no cost to members for these sessions, and we hope they will provide a valuable forum for members to showcase

their latest insights, research, and technologies.

To submit a webinar proposal, email luke@iab.net, or visit www.iab.net/member_webinar_submission

59

Q&A Please type your questions into the Questions

tab on the right hand side of your screen