Optimising online video advertising

#agenda21events

Be On, Mads Holmen

Agenda

A look at the video space in

2012-2016

Create, Syndicate &

Measure

Introducing Be On

WHAT’S ALL THE FUSS

ABOUT?

Over 83% of clients and agency partners believe the internet is fundamentally moving

to rich and interactive brand formats.

Source: BeOn Survey, April 2013: 772 Respondents across clients and their agency partners from 12 different markets (50% US, 40% EU, 10% RoW)

From 2012 to 2016 in video

Source: PricewaterhouseCoopers (PwC)

Video Advertising Worldwide – 2012/2016 in USD (PwC) 32.4% CAGR

Real number is higher – much of Mobile and Large Format Display

spend will also include video by 2015

Source(s): 1comScore; 2Gnip (includes all comments, tweets, posts in public and private instances)

The explosion in content An explosion in content

80% of Agencies and Clients have increased their budget for online video over the last 12 months.

The majority of this budget is coming from TV

(64% agree) and Display (62% agree).

Source: BeOn Survey, April 2013: 772 Respondents across clients and their agency partners from 12 different markets (50% US, 40% EU, 10% RoW)

From 2012 to 2016 in video

Source: PricewaterhouseCoopers (PwC)

Monthly video consumption by region 2012 to 2016 in Petabytes

North America,

5414

Western Europe, 3845

Asia Pacific, 6241

Latin America, 664

Central and Eastern

Europe, 513

Middle East and Africa,

204

North America, 8109

Western Europe, 11042

Asia Pacific, 17559

Latin America, 4099

Central and Eastern Europe, 2154

Middle East and Africa, 2289

2012

16,881 WORLD TOTAL

2016

45,252 WORLD TOTAL

It really all boils down to momentum

250m

500m

750m

2007 2008 2009 2010 2011 2012 2013

1000m

Charlie Bit My Finger: 4 years Justin Bieber: 6 months PSY – Gangnam Style: 3 Months PSY – Gentleman: 1 Month

An exponential growth

Programmatic

Native

OR

Scale or engagement – or more of both?

78% of respondents in Europe felt that they can achieve a better level of engagement with online

video than through TV.

Source: BeOn Survey, April 2013: 772 Respondents across clients and their agency partners from 12 different markets (50% US, 40% EU, 10% RoW)

Introducing…

Create. Syndicate. Measure.

From viral video to video everywhere

CREATE

FROM 30 SECONDS TO 10

MINUTE EPISODES

SYNDICATE

CONTEXTUALLY MATCHED, PREMIUM

DISTRIBUTION, GUARANTEED ENGAGEMENT

MEASURE

BRAND UPLIFT, PURCHASE INTENT & AUDIENCE PROFILING

A new end-to-end video platform

CREATE

Great content can come from anywhere

Leverage AOL’s HD production studios and award-winning

creative services…

…or we can simply amplify the stories you already have

The Derby

Overall Emotions

EmotionAll: Overall Score

Breakdown analysis frame by frame

SYNDICATE

Social Player Branded Bespoke HTML5

The world’s best partner network for content

Source: BeOn Network stats, Q1 2013

+50.000 Partner Sites Premium AOL Properties Top Blogs & Social

Highlights +8m Users engaged in video (Daily) +500,000 Social Actions generated (Monthly) +6% average CTR from video (Network average)

About 30% of all goviral partners publish on multiple platforms:

+8,000 Twitter Accounts +7,800 Facebook Pages

+20,000 mid and long tail sites and platforms from

Last.Fm and Wordpress to small vertical sites and blogs

Vertical Experts

Editorial

Network Reach

How video is syndicated

Social Media Outreach

In content syndication across premium publishers across

International and local publishers

Drive additional reach by broadening out targeting to

relevant environments across identified sites where

your audience are with multiscreen coverage

On every page, on every screen

Premium activation across all markets delivering scale and engagement

*We will also recruit publishers before and during the campaign specific to Samsung Mobile’s campaign and objectives

+2,300 SITES

+1,900 SITES

+1,500 SITES

+2,600 SITES

+5,000 SITES

+5,700 SITES

+1,500 SITES

+2,100 SITES

+1,600 SITES

+2,400 SITES

+1,600 SITES

+2,400 SITES

+2,300 SITES

+1,400 SITES

+3,100 SITES

Current live campaigns

Launch date 30/04

Views to date 628k

Social actions 60k

Launch date 25/04

Views to date 1.7m

Social actions 1.7k

Launch date 16/04

Views to date 5.3m

Social actions 56k

Launch date 17/04

Views to date 5m

Social actions 147k

Launch date 21/04

Views to date 46m

Social actions 2.3m

beon.aolnetworks.com

Video powered by AOL Networks

Premium formats / tech

Global scale

Ad serving and tracking

Premium destinations and content

MEASURE

The evolution of measurement

METRICS Impressions

Views

Dwell time

METRICS Interactions

Sharing

Emotions

METRICS Demographics

Uplift

Influence

PERFORMANCE EMOTION & SOCIAL

INSIGHTS

Welcome to Insights

Performance Impressions

Views % Delivery

Actions CTR

Interactions Sharing

Viewing Avg session (sec) % complete/PTE

Feedback

Impact Demographics

Uplift Geography

ASSETS, NOT ADVERTS

INFLUENCE, NOT

IMPRESSIONS

CONVERSATIONS, NOT

CAMPAIGNS

Optimising online video advertising

#agenda21events

Thank you from all @agenda21digital

www.agenda21digital.com