Google Confidential and Proprietary 1

Video Ads

26-27 March 2009

Presenter: Joe McDermottroeTranslator: Uladzimir Hrapelman

Google Confidential and Proprietary 2

Video Ads Online

Source: http://www.iabuk.net/en/1/thebuzzononlinevideomarketing.html

“Simply put internet VOD means enhanced TV online and this time the advertiser has the potential to be in full control.”

Simon Collins, Vividas

Google Confidential and Proprietary 3

Agenda

Why Use Video Ads?

What Form Do They Take?

Online Taking Video Further

Summary

Google Confidential and Proprietary

WHY USE VIDEO ADS

4

Google Confidential and Proprietary

Key Marketing Objectives Met by Video Ads

Source: eMarketer ‘Online Video Advertising’s Effect on the Purchase Process, by Site Category, 2007-2008’; July 2008.* Delta= point difference between control and exposed group

Online Video Advertising’s Effect on the Purchase Process, by Site Category, 2007-2008 (average delta* above control and % lift)

15.4

7.6

6.9

3

2.6

11.1

4.9

3.8

1.8

1.8

0 5 10 15 20

Online AdAwareness

Messageassociation

Aided brandawareness

Brandfavorability

PurchaseIntent

Market Norms Database

Branded Content Sites (OPAmembers)

44% lift

67% lift

82% lift

55% lift

39% lift

Google Confidential and Proprietary

Why InVideo Ads?

“five times the industry average for

standard display ads.”

Overlay advertising demonstrates high levels of user engagement

According to a 2008 study, overlay ads had a click-through rate that was

Break Media – Panache study, May 20 – August 2, 2008

Source: MediaPost

Google Confidential and Proprietary

1.5x more attentive on YouTube vs TV

7

Time (seconds)

Inte

nsity

(at

tent

ion)

Source: Biometric data collected Sept 2008 in the UK. TV respondents were watching In Plain Sight a US FBI drama. Web respondents were surfing on YouTube

* Biometrics data measured: Heart rate Physical movement Respiratory rate Skin conductance

Google Confidential and Proprietary 8

Zapp-Out Rate

• TV has a higher zapp-out rate than YouTube – users are much more likely to click away during TV spot than to click away or stop a YouTube video ad.

time (in sec.)

audience share

The diagram shows the share of respondents who watch the spot/ video. As all spots were different in length curves were standardized first and aggregated after.

Google Confidential and Proprietary

WHAT FORM DO THEY TAKE

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Google Confidential and Proprietary

Placement on Sites: Click-to-Play Video Ads

Your ad is placed on partner sites

Ad

- Ad unit on partner site

- Ad can be initially paused

- Option to have ad auto-play without sound

Placement options Click-to-Play Video

Google Confidential and Proprietary

Placement in Videos: In Stream Video Ads. V1

Pre-roll Mid-roll Post-roll

Your ad is placed on partner video sites

Ad Location

- Within video being played

Placement options

Google Confidential and Proprietary

Placement in Videos: In Stream Video Ads. V2

Ad within Video

Your ad is placed on partner video sites

Ad Location

- Video plays

- Ad appears while video plays

- Does not disrupt video playback

Placement

Google Confidential and Proprietary

Placement In Games: In Stream Video Ads

Ad Location

- Within Game

Press Start!

Game over!

End of Level 1

Pre-roll Mid-roll Post-roll

Your video ad plays in a partner game

Placement options

Google Confidential and Proprietary

TAKING VIDEO FURTHER

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Google Confidential and Proprietary

Video and Consumer 2.0

Users get what they want, whenever and wherever they need it, however they choose to get it…• Video-On-Demand

• Ozon.ru, eBay

• iTunes

…and they tell you and others about it• Sharing, emailing, embedding, blogging, social

networking, real time updating

• Product reviews, user comments

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Google Confidential and Proprietary

Moving video ads to the next level

New Digital

Platforms

Various Ad Formats

Better Metrics

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Google Confidential and Proprietary

Entertainment or Advertising?

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McNuggets Tiger Woods 09 - Walk on Water

Guys backflip into jeans Keanu HP Commercial

Virality

DialogueExpression

Inspiration

Google Confidential and Proprietary

SUMMARY

18

Google Confidential and Proprietary

Summary

Video ads perform

They are competitive with TV

Ads can appear as videos themselves, within videos or even within games

Video Ads can go a step further than most advertising: They can build community around a product

They can make a product go viral

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Google Confidential and Proprietary 20

Thank You!Q&A