The New Way of Buying Online Video AdsHint: It involves RTB

CASEY JENSEN,Managing Director@caseyjensen

SARAH LOCKWOOD,VP Client Services at Booyah@booyahagency

Chango is a marketing technology company that puts marketers ahead of their competition.

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How Chango can help

GAIN INSIGHTand better understandYour data & audience

RAISE BRAND AWARENESSand widen the funnel

PROSPECT AND FINDNEW CUSTOMERS

RETARGET AND CONVERTmore of your existing customers

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Our Programmatic Marketing Platform

v

v

v

Your 1st Party Data

Chango Data Management

Platform

Audience Insights & Targeting

Inventory Sources

VIDEO

MOBILE

DISPLAY

SOCIAL

CRM DataOn Site Data

Programmatic Buying &

Algorithmic Efficiency

3rd Party Data Overlays

Chango Demand Side

Platform

Real-Time Reporting

The evolution of video advertising

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TV advertising used to be simple

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It has become a little more complex

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Video is shifting from TV to online

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Marketers are shifting spend to online & programmatic

Source: A commissioned study conducted by Forrester Consulting on behalf of SpotXchange, February 2013

2011 2012 2013 2014$0.0

$0.5

$1.0

$1.5

$2.0

$2.5

$3.0

$3.5

$4.0

$4.5

$5.0

0%

5%

10%

15%

20%

25%

30%

Total Spend on Online Video Advertising (in billions)

% Spend via RTB

In billions

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Pre-roll is growing the fastest

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Defining a pre-roll ad?

Pre-roll ads are promotional video message that plays before the content the user has selected. They can be 10 to 60 seconds long with the most popular format is 15 and 30 seconds. Pre-roll ads are the most common form of video advertisement. There are also mid-roll and post-roll ads.

10-60 seconds pre-roll ad

spots

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The benefits of programmatic videos

Source: BrightRoll, Digital Video 2013

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Key market observations

• Video is the fastest growing format within the online advertising category

• High CPMs if the most limiting factor to the growth of video

• More than 40% of online videos are now available through programmatic

• The most active online video advertisers are in consumer goods, auto, retail and entertainment . Followed by telecom, finance and travel

• Behavioral targeting is deemed as the most valuable form of targeting, and is growing quickly

• 36% of marketers and agencies retarget consumers through videos

• Measurement remains an issue. More advertisers rely on a broader set of metrics to measure success of online videos

Source: Chango-Digiday retargeting barometer, BrightRoll, Adapt.tv

Chango’s Programmatic Video Solution

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The Chango difference

Chango's Programmatic Video solution merges the branding power of video advertisements with the programmatic

efficiency and scale of real-time buying.

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Programmatic Targeting

Chango uses its proprietary search data, 1st and 3rd

party data to inform the buy

Real-Time Decisions

What to bid and how much is managed real time at the most

granular level for maximum efficiency

Robust Reach

Find your target audience across multiple video

exchange partners, including YouTube

How it works… Example:

Fashion IntentLuxury ProductsDiscounts Only

Real-time Data, Audience Profiles

& Targeting

GOAL: Reach HH income of $75K AND those with intent for fashion and luxury items

Reach / Scale *site agnostic

RESULT: the most efficient video buy to engage with your audience

Higher bid

2013 //

Ignore Big Data at your peril

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Multiple sources of data available

What is it? Example

Chango Data Network The largest source of search data. 1000's of historical touch points

Keywords, time, day, date, month, data source, geo, intent score, time since search

Client 1st Party Data Chango can ingest all 1st party data through a cookie or a backend process

Visits, pages, purchases, CRM, products, profit margin

Client CRM Data Convert offline customer records into online targeting profiles

Address, email, form responses

Contextual Understand for every single impression the value of the placement

Domain, page, position on page, historical performance, Chango context score, Google / IAB context score, Integral data

3rd Party Data All sources of 3rd party segments are available through the Chango Platform

Exelate, MasterCard and many others

Device / OS In a multi-screen world, it is important to understand where the individual is

Device type, mobile interactions, tablets, operating system

• Inventory Quality & Scale• Fully Managed Solution• 3-Levels of Brand Safety• Personalized Client Reporting

& Insights Dashboard• Multiple Sources of Data• Advanced Technology• Advanced Optimization• Tag Management Support• International Reach

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Leverage data, targeting & reach

REPORTING LOGIN

Use cases – aligning video, brand goals and programmatic

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Programmatic video in action

Chango serves ads to the qualified audience

Pre-Roll Ad15-30 seconds

CompanionBanner

300x250px

HALLOWEEN COSTUME

Falls under

“30-35, $80K

HH” buyers based on 3rd

party demo data

Creative best practices

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The Smaller Small Screen – Creative Best Practices

1. Don't Recycle

2. Use the Right Length for the Job

3. Include a Call to Action

4. Consider your Landing

Pages

5. Know the Specs

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Don’t Recycle – Well….If You Must…

• Plan your concepting and production budget to include pre-roll

• Provide a brief for agencies that don’t always consider digital

• If you have to recycle/cut down, think of the story and the goal

1. Don't Recycle

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YouTube & TV Are Better Together

2. Use the Right

Length for the Job

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Don’t Forget the CTAs!

1. Static Brand Logo (overlay or bug)

2. Copy to compliment a VO

3. Persistent CTA (critical endcap)

4. Consider interactivity CTAs

3. Include a Call to Action

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Convert your Clickers

Video fits into the creative framework…(see Chango webinar – Why Creative Still Matters)http://www.chango.com/resources/shows/why-creative-still-matters

1st Creative – Initial point of contact, targeted based on expressed intent (could be paid search ad, display ad, or pre-roll video ad).

2nd Creative – Relevant landing page (LP), establishes trust by continuing the story, paying off the promise. Drives the conversion event.

Can continue the story sequentially….

4. Consider

your Landing Pages

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Know the Specs5. Know the Specs

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Tips in Action – Standard Pre-roll

esurance:

View remote URL: http://www.youtube.com/watch?v=LMz-mt2mVmMLP: www.esurance.com

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Tips in Action – Interactivity

DISH - Hopper View Remote URL: http://deliver.innovid.com/preview/project/1hk0th

To find out more

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