interact 2017 short keynote: video & tv advertising: state of the convergence by nicolas mignot,...
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ConfidentialConfidential
VIDEO & TV ADVERTISING: STATE OF THE CONVERGENCE
Nicolas MIGNOT
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FREEWHEEL, THE TV-BORN VIDEO FULL-STACK
Sales teams negotiate over the phone/in person with the buy-side on an upfront IO basis. (e.g., fixed budget /price)
DIRECT SALES
Sales or programmatic teams automate the sales process through
direct connections to buy-side systems.
AUTOMATED SALES
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THE DEATH OF TV?
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WHATWHERE
WHOReach Your
Audience
THE GOAL OF MARKETERS
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TELEVISION HAS EVOLVED
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AD VIEW COMPOSITION & GROWTH BY DEVICE
STB VOD*
OTT DEVICE+66% YOY
TABLET+34% YOY
+63% YOYSMARTPHONE
+0% YOY
DESKTOP/LAPTOP
21%of enabled
programmer volume*
66%of ad views come from
devices other than desktop
34%
18%8%
23%
17%
VIEWERS PLAY HARD TO GET
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VIEWERS COMPLAIN ABOUT POOR AD EXPERIENCES
AD FATIGUEseeing same creative over and over
LATENCYad takes too long to load
POOR CREATIVE QUALITYlow resolution, breaking stream
INCONSISTENT EXPERIENCESinconsistent fill of breaks, lots of slate
AD CLUTTERtoo many adsin a break
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8Confidential
GO FOR PREMIUM VIDEO
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DEFINING PREMIUM VIDEO CONTENT
• Professionally produced
• Rights managed
• Brand-safe content
• Viewable, fraudless, transparent environment
• Engaged audience
HIGH View Through Rates
LOW fraud rates
HIGH In View Rates
LARGE player size
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VALUE OF PREMIUM VIDEO: AUDIBLE/VISIBLEVIEWER ENGAGEMENT MEASURED BY MORE THAN A BINARY “IN-VIEW RATE”
2s VIDEO IN-VIEW 5s VIDEO IN-VIEW
COMPLETE76,8%
62,7%
72%
56,9%
69,2%
31,8%
Source: Moat/FWC Data Analysis (2016)
FREEWHEEL SET
ALL-MOAT SET
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SOUGHT AFTER AUDIENCES
Data + Content + Engaged Audience
Real humans!98.9%
Engagement performance
118%
MARKET RESPONDING TO VALUE OF PREMIUM
PREMIUM CONTENT
High quality, brand safe, & transparent
Engaging viewing environment s
Connecting content & the advertising message
FWC/Moat Premium Video Engagement Study, March 2016
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Confidential
AUTOMATION ADDS CHOICE & EFFICIENCY
Confidential
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AUTOMATION OFFERS THE CHOICE FOR TRANSACTION MODELS
PUBLISHER BUYERPROGRAMMATIC
DIRECT
PRIVATE MARKETPLACE
AND PREFERRED
OPEN EXCHANGE ANDSECONDARY MARKETS
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HURDLES PREVENT PROGRAMMATIC LIQUIDITYIN
DUS
TRY
PAIN
PO
INTS
CompetitiveSeparation
Multi-screenDelivery
DataLeakage
Dynamic Decisioning in Closed Environments
TV-QualityUser Experience
Commoditization
Ad BlockerPrevention
CreativeQuality
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THINK UNIFICATION
Confidential
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• Pre-scheduled placements based on deal requirements and relationships
• Dynamic decisioning to optimize yield and revenue while honoring all business rules
MANAGE AND MEET THE GOALS OF YOUR BUSINESS, YOUR BUYERS AND YOUR VIEWERS
PLAN, OPTIMIZE AND MANAGE WITH HyLDA
HUMAN DESIGNED, NEGOTIATED DECISIONS
TECHNOLOGY TO DYNAMICALLY OPTIMIZE REVENUE
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ACHIEVING TRUE YIELD THROUGH FAIR TRADING
STRATEGY GOVERNANCE EXECUTION
REVENUE
USEREXPERIENCE
BUYERREQUIREMENTS
FULL STACK TECH
TEAMS
BUSINESS INSIGHTS
UNDERSTAND THE VALUE
STAY IN CONTROL
DRIVE GROWTH
FEEDBACK LOOP DRIVEN BY BUSINESS INTELLIGENCE
TRUE YIELD
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NO, ITS GOLDEN AGE !
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THANK YOU