opportunities in digital video and social media: reach and engage your audience across multiple...
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Adknowledge's CEO Ben Legg and Amit Wjuniski, Country Manager of Brazil, will help you think through how to move some of your TV advertising budget into digital video, plus how to reach and engage with your audience via social media. Presented at MMA LATAM Forum in Sao Paulo Brazil on September 23, 2014 as part of the MMA Global series.TRANSCRIPT
Reach and engage your audience across multiple channels
Ben Legg, CEO Adknowledge Amit Wjuniski, Country Manager - Brazil
Opportunities in Digital Video and Social Media!
@adknowledge
2 Opportunities in Digital Video and Social Media!
Demand More from Digital!
Adknowledge is a multi-channel global technology company specializing in helping large, demanding advertisers get the best
ROI from their digital marketing spend!
3 Opportunities in Digital Video and Social Media!
Key Highlights!
LEADING CROSS-CHANNEL DIGITAL ADVERTISING PLATFORM!• Founded 2004 • 350 employees • Reaches audience > 2 Billion people • Diversified business with blue chip advertiser base • 90%+ client retention rate
PROPRIETARY CROSS-CHANNEL AD TECH AND DATA PLATFORM!• 600M+ anonymous, proprietary user profiles targetable across inventory sources • Sophisticated behavioral, contextual and demographic targeting algorithms
4 Opportunities in Digital Video and Social Media!
Working with the World’s Best Brands & Agencies!Delivering performance for brands and direct response advertisers!
Most of AdAge Top 100 advertisers."
Global Footprint – Offices around the world. Campaigns in over 50 countries."
5 Opportunities in Digital Video and Social Media!
The Digital Video Industry is Growing Quickly!
5+ Years of Growth!Users and budgets are moving to digital video
$1.4 B $2.0 B
$2.9 B
$4.1 B
$5.8 B
2010 2011 2012 2013 2014 145.6 M
158.1 M 169.3 M 178.7 M 187.6 M
*Source eMarketer, US Study.
U.S. Digital Video Spend U.S. Users
6 Opportunities in Digital Video and Social Media!
Video-Streaming Continues to Grow!
0%
10%
20%
30%
40%
50%
60%
70%
80%
YouTube Facebook Netflix Network TV Cable News Hulu Amazon Prime
Live Sports Oher
Male Female Total
Video-Streaming Sites Viewed by Online Viewers!North America, Internet Users, January 2014"
*Source eMarketer, North American Study.
7 Opportunities in Digital Video and Social Media!
Digital Video Spans Multiple Devices!
Users are Increasingly Turning to Digital Video Across Multiple Devices!
51%!
35%!
29%!
25%!
26%!
37%!
39%!
41%!
22%!
28%!
32%!
36%!
TV!
Computer!
Tablet!
Smartphone!
LONG-FORM SHORT-FORM USER-GENERATED CONTENT Note: Numbers may not add up to 100% due to rounding *Source eMarketer, Yahoo, US Study.
Forms of Digital Video Content Watched Online!US Internet Users by Device, November 2013
8 Opportunities in Digital Video and Social Media!
Time Spent Watching Digital Continues to Rise!
Users are Spending More Time Watching Digital Video!
*Source eMarketer, US Study.
Daily Minutes Spent Watching Online Video!US Internet Users, Ages 13-64
0
2
4
6
8
10
12
2010 2011 2012 2013
TV Programs !
Online Movies!
Other!
9 Opportunities in Digital Video and Social Media!
Users are Shifting to Mobile and Digital Video!
Mobile – and Digital Video – are on the Rise in Brazil!
Sources: eMarketer, comScore.
Brazilians spend over 84 minutes / day on their smart phones"
Users in Brazil watched 62M YouTube and 39M Facebook videos in February 2014"
Internet Usage to top 87% by 2017 in Brazil"
Mobile Internet Users in Brazil expected to top 107M by 2017 !
10 Opportunities in Digital Video and Social Media!
VIDEO SOLUTIONS YOUTUBE � NATIVE � FACEBOOK!
11 Opportunities in Digital Video and Social Media!
Eliminating the Barriers to Digital Video
Scale!Giant’s native reach is rated #1 by comScore (105M in the US). YouTube has massive inventory
Brand Safety!Industry estimates that up to 30-50% of placements are not brand safe. We are 100% safe
Transparency!We’ll show you where your videos will appear before your campaign launches, so you don’t have to worry about fraud or bots
Optimization!We don’t set it and forget it. We continually review campaign performance to deliver 3-4x more earned media and 75% better results on YouTube
Adknowledge’s solutions help overcome four main barriers: !
12 Opportunities in Digital Video and Social Media!
Few advertisers want animals on skateboards…!
Brands are rightfully nervous to make the leap to Digital Video: !
The shift away from TV dollars is a classic dilemma: The devil you know is better than the devil you don’t.!
13 Opportunities in Digital Video and Social Media!
Associating with beheadings isn’t a brand goal!
Brands are rightfully nervous to make the leap to Digital Video: !
14 Opportunities in Digital Video and Social Media!
And sponsoring terrorists isn’t popular either!
Brands are rightfully nervous to make the leap to Digital Video: !
The shift away from TV dollars is a classic dilemma: The devil you know is better than the devil you don’t.!
15 Opportunities in Digital Video and Social Media!
Adknowledge Solutions for Digital Video
Our video products overcome the barriers:!
OVERVIEW" BRAND SAFETY! FRAUD PREVENTION! SCALE! INSIGHTS &
OPTIMIZATION!
The #1 native video network: • Click-to-Play • Typically long form (> 30 seconds) • Contextually targeted • Cross-screen
Managed Placement
100% transparent site list
Largest Native Reach (comScore)
Continual analysis of viewer behavior.
36% earned media
A smarter way to buy ads on YouTube: • Targeting by URL, not just keyword, to
ensure 100% relevance • Build your own channel (‘Buy Like TV’) • Optimized by URL
Purchase on ‘TV-like’ channels
See the placement pre-buy
YouTube audience
Advanced Targeting Yields 30-50% higher
CTRs and Engagement
Self-serve and Fully-Managed Services for brands and agencies to drive conversions, increase engagement, and build awareness across Facebook and Twitter: • Involved in all Alphas and Betas for
Facebook and Twitter Video Ads
Respected Distribution Channels
Advanced Targeting
Facebook and Twitter audience
Optimized based on marketing goals
16 Opportunities in Digital Video and Social Media!
Leveraging the Second Screen and Mobile Space!
Mobile continues to be a growing, critical component to video campaigns. !
With 19% higher completion rates and 52% higher watch through rates, mobile is a thoroughly engaging platform for viewers to discover video content.
We recommend 20% of the campaign budget to be applied to mobile platforms. !
Tablet
Mobile Banner
Mobile App
(Pandora)
Native Placement
17 Opportunities in Digital Video and Social Media!
Mobile Video
All Video Wi-Fi Video
CPC CHANGE:! 13% SAVINGS 15% SAVINGS
CVR CHANGE:! 22% INCREASE 8% INCREASE
CPI CHANGE:! 15% SAVINGS 14% SAVINGS
FACEBOOK NEWSFEED!
OBJECTIVE!Drive mobile app installs for Gree, a world leader in free-to-play mobile games. Using device-specific and connection-specific targeting we delivered trailers to promote interest and, ultimately, installs.
Baseline is non-video
CPIs WERE REDUCED BY UP TO 15% AND CONVERSION RATES INCREASED 22%!
18 Opportunities in Digital Video and Social Media!
SOCIAL SOLUTIONS FACEBOOK! TWITTER!
19 Opportunities in Digital Video and Social Media!
AdParlor: ROI. At Scale. Fast. AdParlor is a global social advertising company that helps large advertisers get the best ROI for their marketing spend!
74,169,943 conversions
10,082,499 mobile app installs
528 advertisers
3,485 campaigns
80,457,099,501 impressions delivered
Transparency!Best-in-class social advertising platform tailored global advertisers
Great Team!Savvy and passionate group of digital advertising experts; strategists, traffickers, developers and analysts
Trusted Partners!Recognized by both Facebook and Twitter as a preferred development and marketing partner
Evolution!Solutions that allow marketers to turn social advertising into a DR platform allow marketers to ‘do more with less’
20 Opportunities in Digital Video and Social Media!
MOBILE APP DISTRIBUTION
21 Opportunities in Digital Video and Social Media!
Mobile App Promotion and Distribution Get More High-Quality App Users Who Will Deliver the Highest Lifetime Value Across All Types of Mobile Traffic!
Mobile App Distribution!• Performance-based acquisition: reach the best new users, at scale with U.S.
and global traffic for a wider distribution • Build your user base, earn a higher app store ranking, and fuel the organic
growth of your apps • Target your best customers based on device, carrier/Wi-Fi, country, city,
interest, demographic • Quality traffic to ensure you are acquiring users to meet lifetime value goals • CPI performance pricing means you only pay for new, successful installs
Mobile App Promotion!As a Beta and Development partner, we make it easy to take advantage of all that Twitter has to offer with Mobile App Promotion in Promoted Tweets: • Rich native ad unit • Includes the app name and custom icon • Dynamically pulls in characteristics like rating and price • Consistent design and familiar user experience
22 Opportunities in Digital Video and Social Media!
!Questions?!
www.adknowledge.com
1.816.931.1771
@adknowledge