dml15- exponential -michiel van turnhout
TRANSCRIPT
Video Engagement Een ander soort De CPM voorbij…. contact …
Michiel van Turnhout@michielturnhout
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About Exponential
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600
700
3
THE WORLD IS
BIG NOISYCLUTTERED
CONNECTED
I SAW YOUR AD…..
so WHAT?
Ok, so why Video Engagement?
Active attention
DWELL TIME
OKWHY SHOULD WE CARE?
1. IMPROVES BRAND HEALTH
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Actively engaging consumers is critical to breaking through and delivering a message online
Millward Brown finds that unique and interesting ads that drive audience engagement are more likely to generate a positive user response.
Act
ive
Po
sit
ive
(Ave
rag
e R
esp
on
se)
Involving
Interesting
Unique
0% 10% 20% 30% 40% 50% 60%
In-banner Video Snackbar (Mobile Browser)
Mobile
Involving
Interesting
Unique
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
In-banner Video Interactive Pre-roll (In-stream) Illuminate (Display)
Web
SOURCE: YUME Pursuit of Attention study 2014
2.ATTENTION DRIVES SALES
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93.6% of Hyper-Engagers and 55.4% of Engagers use online advertising to make purchase decisions
3. RESPECTS THE
CONSUMER JOURNEY
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Millward Brown finds that ads described in active positive terms are
more likely to drive consumers to take action.
In-banner Video Snackbar (Mobile Browser)
0%
20%
40%
60%
In-b
anne
r Vide
o
Inte
ract
ive P
re-ro
ll (In
-stre
am)
0%
20%
40%
60%
80%
In-banner Video Illuminate (Display)0%
20%
40%
60%
80%
+77% +54%
Web Mobile
Active Involvement (Likely to interact)
+64%
Interactive video units actively engage consumers more than standard in-banner video
Engagement acts as a natural filter – allowing users that are interested to raise their hands and
allowing those that are not to enjoy only light impact
5. SAFETY
WITH INTERACTION IMPOSSIBLE WITHOUT
HUMAN INTERVENTION, AD FRAUD IS ADDRESSED
6. MEASUREMENT
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Click to view Click to view Click to view
VDX DISPLAY Expandable Billboard
and 300
VDX MOBILEAdhesion unit
Smartphone & Tablet
VDX INSTREAMInteractive Pre-
roll
VDX Multi-screen Formats
dus
Een ander soort contact…
Vragen?