2
Online video ad spending in 2014 will increase an estimated 39% over 2013
“ “-eMarketer
VIDEO OPPORTUNITY
3
Agenda
• Top Markets & Wins• Top Win Spotlight• Conversion Tracking 101• Success Story Contest• Video• Q&A• Housekeeping
25
21Myrtle BeachSun News
18
17
16
14
13
1110
23
22
20Knoxville News-Sentinel
19San Diego Union-Tribune
15
12
24Corpus ChristiCaller-Times
Leaderboard
9
8
6
5
4
3
2
7
1
Naples Daily News
Orlando Sentinel
Los Angeles Times
Chicago Tribune
Columbus Dispatch
Madison.com
Kansas City Star Las Vegas Review-Journal
Ventura County Star
Edmonton Journal
St. Louis Post Dispatch
Vancouver Sun
Toledo Blade
Hartford Courant
Allentown Morning Call
Tampa Bay Online
Leader Post
Fresno Bee
The Virginian Pilot
The Star Phoenix
OnMilwaukee
Top New Wins | January
$180,000
Estimated Retail$72,000Estimated Retail
$52,000Estimated Retail
$34,000Estimated Retail
$27,000Estimated Retail
Naples Daily News
OnMilwaukee.com
OnMilwaukee.com
Los Angeles Times
Hartford Courant
• Increase product awareness across 14 markets in 6 states!
• New product launch in 13 markets
• Increase in-store sales of product
• Increase site traffic
• Only focus impressions to customers who are near a retail location
• Original RFP was for $90k and only included Category Targeting.
• Upsell to include mobile around retail locations doubled the campaign revenue!!
• Working with Hyper-local mobile partner to enable dynamic creative based on which retail store the customer is closest to.
Retail/CPG$180,000
CLIENT OBJECTIVES:
IMPRESSION ALLOCATION:
BACKGROUND:
Big Win Spotlight
6
Hyper-local Mobile – 50%
Category Targeting – 50%
7
Agenda
• Top Markets & Wins• Top Win Spotlight• Conversion Tracking 101• Success Story Contest• Video• Q&A• Housekeeping
Conversion tracking is another metric available beyond the CTR, to show how a campaign is performing, as well as a general path a consumer takes on an
advertiser’s site. With conversion tracking, we can track general data
(homepage hits) or specific data (form completions, email sign ups or even
purchases).
What is Conversion Tracking?
Con ve rs i o n Trac k in g 10 1
Conversion Tracking 101
Sales tags are used to provide revenue
data, but can record a number of
additional variables including quantity,
order ID, product ID and product
information
The sales tag can track one of two
options:
Transactions: Only the actual buy
is recorded
Number of Items in Shopping
Cart: The number of items purchased is
recorded
Types of Conversion TagsSales Tags
Counter tags count the actions, for
example: number of times the page was
visited, a button clicked, etc.
Two counter conversion metrics:
Post Click: Gives you insight as to whether
or not the consumer completed your
objective once they went to the site. Did they
submit a request for more info? Did they
download a coupon? Did they make a purchase?
Post Impression: Gives us is post impression
page views. This happens when someone is
exposed to the ad but does not click on it; if they
later end up on the advertiser’s pixeled web page, a
post impression conversion is countedCon ve rs i o n Trac k in g 10 1
Types of Conversion TagsCounter Tags
Conversion Tracking 101
To serve the campaign through
DART
Partner must have the ability to
modify the advertiser’s website
We need to know the URL each
pixel will be placed on and whether
or not the page is secure (https://)
What do WE need to Execute?Conversion Tracking 101
When to Offer Conversion Tracking through Centro
Always check with Centro, BEFORE offering conversion
tracking to your client
If your client meets the Tier 1 PLA (Planning level
agreement) they could be a candidate for conversion
tracking. Any campaigns over $50k retail and no less
than $5k per month
On the needs assessment form you submit to Centro,
please indicate any specific success metrics they
would like to evaluate and our team will determine if
they are a good fit for conversion tracking
One tracking pixel will be provided per campaignCon ve rs i o n Trac k in g 10 1
Best Practices
While conversion tracking can be set up at any point during a
campaign, it is best to have it set up at the beginning (before launch)
so that the conversion data matches impression/click data
Conversion pixel should only be placed on one page or one button
Be sure to inform Centro once the pixel is live so that we can confirm
it is tracking properly
We recommend you always include the Homepage as this is where
most people will land when searching for the company or typing the
address into their browser (post Impression conversions)
Don’t conversion track the campaign landing page because the click
data will tell you how many people clicked on the ad and went to the
landing page
Con ve rs i o n Trac k in g 10 1
Agenda
18
• Top Markets & Wins• Top Win Spotlight• Conversion Tracking 101• Success Story Contest• Video• Q&A• Housekeeping
19
• Contest Dates: • March – May
• Prizes: • Valid Submission• Featured on an All-
Hands• Grand Prize
Drawing!
• Contest Details later this week!!
SUCCESS STORY CONTEST!
Agenda
20
• Top Markets & Wins• Top Win Spotlight• Conversion Tracking 101• Success Story Contest• Video• Q&A• Housekeeping
HDTV
DVD Player
PC with
Intern
et
Smart
phoneDVR
Game Conso
leTab
let
Internet E
nabled TV*
0%10%20%30%40%50%60%70%80%90%
100%
20112013
OWNERSHIP OF DEVICES IS SKYROCKETING
21
PERCENTAGE OF TV HOMES WHO OWN VIDEO-ENABLED DEVICES
Source: Nielsen, September 2013; Internet Enabled TVs not measured in 2011
+21%
+24%
+16%
2012 2013 2014 2015 2016
171.6182.5 190.6 196.6 201.0
63.774.4
88.7100.1
109.6
ONLINE VIDEO (OLV) VIEWERSHIP GROWING
22
CONSISTENT YEAR OVER YEAR GROWTH IN ONLINE VIDEO AND MOBILE VIDEO VIEWERS
Source: eMarketer, March 2013
54.7%57.7%
59.8%61.2%
62.1%
US Digital Video Viewers (millions)
20.3%23.5%
27.8%31.2%
33.8%
INCREASING VIDEO CONSUMPTION EVERYWHERE
23
MONTHLY TIME SPENT VIEWING VIDEO; % INCREASE Q2’11 – Q2’13
Source: Nielsen Cross Platform Reports Q2 2012, Q2 2013
TV DVR Online Mobile Phone
+0.2%
+19.8%
+45.9%
+19.4%
OLV VIEWERSHIP GROWING AMONG TV USERS TOO
24
LIGHTEST TV VIEWERS WATCH TWICE AS MUCH ONLINE VIDEO AS HEAVIEST TV VIEWERS
Source: Nielsen & IAB Online Video Study, Feb 2013
THE IMPACT OF ONLINE VIDEO
25
TV & ONLINE TOGETHER – LIFT BRAND EQUITY METRICS BETTER THAN TV ALONE
Source: Nielsen & IAB Online Video Study, Feb 2013
The impact of Online Video
26
WHAT IS THE APPROPRIATE MIX OF VIDEO WITHIN A TELEVISION BUY?
Source: Nielsen & IAB Online Video Study, Feb 2013
15 VS. 30 SECOND VIDEO ADS
27
Advertisers tend to run a mix of :15s and :30s in OLV, comparable to TV buys
While :15s often garner stronger completion rates, :30s tend to deliver higher CTR, so it’s best to run both (if applicable) and optimize toward your desired KPI
48%50%
2%
0.65% CTR
74% VCR
79% VCR
0.80% CTR
:15 :30
Sources: VINDICO Year-in-Review 2012*Please note that data refers to average video performance and is not intended as a guarantee of in-market performance
2014 VIDEO PERFORMANCE
24
Beauty, Perso
nal Care &
Medica
l
Education
Entertainment
Automotive & Transp
ort
Misc. P
roducts
& Service
s
Home & Build
ing Services
Power Companies
Financial
Retail
Real Esta
te 0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
VIDEO EVERYWHERE
24
Desktop/Laptop TabletMobile
EXECUTE SEAMLESS CROSS-PLATFORM VIDEO CAMPAIGNS - WHENEVER, WHEREVER, HOWEVER
Rate Card Off The Rate Card
(RFP)
Agenda
30
• Top Markets & Wins• Top Win Spotlight• Conversion Tracking 101• Success Story Contest• Video• Q&A• Housekeeping
31
Basics SessionFebruary 20th @ 11am CST
Advanced Session-Multi-Platform Media SellingFebruary 20th @ 11:30am CST
“digitalninja” Centro offices will be closed Monday, February 17th in observance of the President’s Day holiday
When: Thursday, April 10th
Where: University of Chicago Gleacher CenterChicago, IL
TRAINING THURSDAY LIBRARY PASSWORD
PRESIDENT’S DAY
DIGITAL SALES ACADEMY
HOUSEKEEPING