what's your multi-screen video strategy?

What’s Your Multi-Screen Video Strategy?

John McIntyre

Local Search Association Idea Lab Session

David Corts Patrick Tam

Founder & CEO President & COO Strategic Partner Manager


John McIntyre




Welcome! My name is John McIntyre, CEO of Sightly, a video

advertising technology company based in San Diego.


John McIntyre




Today, I’m joined by my colleagues David Corts from StudioNow

and Patrick Tam from Google to talk to you about the rapidly

accelerating area of online video advertising and the massive

opportunity it offers you and local businesses…

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We Are in the Midst of a Seismic Shift

From single screen TV…

Over the past 18 months, with increasing acceleration,

the viewing audience has shifted massively…

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…To multi-screen viewing

From single screen TV to multi-screen viewing—

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The audience has moved

In one recent month, Americans watched a staggering 35 billion online

video ads—compared to 11 billion a year ago. What that means to you

is that advertising as we know it—including local—is changing forever.

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This Technology Revolutionizes Advertising

Transcends traditional targeting

Online technology enables advertisers and their partners—including many of you

in this room—to get their messages in front of a much more targeted, local

audience in a more cost-effective manner than ever before.

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This Technology Revolutionizes Advertising

Transcends traditional targeting

“Advertising will no longer be just about

demographics—it will be about consumers’

behaviors and geographic locations and brands

will be able to reach their precise audience on

any device.” - Mitch Barnes, CEO - NielsenExpect a Seismic Shift in Video Consumption - February 26, 2014

We, and our partners at Google and StudioNow, couldn’t agree more, which

is why we are here today to help advertisers, their agencies and publishers

take advantage of this massive opportunity.

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Imagine that every commercial you see … is created just for you

on the device you’re watching, in the exact location and at the exact

time you’re watching it.

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That's what this new technology enables—personalized video ads

targeted at the local level—and eventually, the individual level.

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What this means is that you can affordably create and deliver

commercials to each segment of your target audience—depending on

where your stores or agents are located, what their content interests

are, their lifestyle behaviors, even the time of day or what the weather

is doing right now…

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So, what are the four key components you must have to take

advantage of this transformation?

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Four best practices of local targeted video advertising

What Advertisers, Agencies & Publishers Need

1. Personalize

Personalize creative content…for each location, each

demographic segment of the target audience and each

behavior…and incorporate deals and calls to action to take

advantage of the interactivity of online video.

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2. Reach

Reach every device and ad unit through networks like YouTube

and Google’s content network.

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3. Micro-Target

Micro-target your audiences programmatically through

demographics, behaviors and interests, and of course, location.

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4. Analyze

And finally, analyze results and use what we call “local big data

insights” to optimize both the creative and the campaign targeting to

deliver best performance at the lowest possible cost.

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Micro-Target

ReachPersonalize

Analyze

Of course, the biggest challenge for advertisers, agencies and

publishers is repeating these best practices manageably at scale and

doing so affordably…

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Without Platform

One account manager can

set up and manage 2,500

local campaigns in a

month

It would take 650 account managers

to set up and manage 2,500 local

campaigns in a month

Also Need to Repeat at Scale…Affordably

Technology enables automation and associated cost savings

Again, this is where technology provides advantages by automating

much of the set up, management and optimization of local targeted

online video campaigns…

With Platform

like Sightly

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Without Platform

One account manager can

set up and manage 2,500

local campaigns in a

month

It would take 650 account managers

to set up and manage 2,500 local

campaigns in a month

Also Need to Repeat at Scale…Affordably

Technology enables automation and associated cost savings

The main reason you should be excited about the technology we’ve

built is that it will liberate you from figuring out “how” to reach your

clients’ audiences and allow you to focus on your greatest added

value—the strategic insight and creativity you bring to connecting with

local audiences…Let me share a couple success stories so you

understand what this looks like…

With Platform

like Sightly

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Local Targeted Video Ad Case Study

Establish local awareness and customer demand

Situation Solution Results

Highly competitive auto

insurance category

Break through clutter

Zero local brand affinity

Top 10 insurance company in the U.S.

Personalized video ads

run for 32 local agents

Multi-screen delivery

Full funnel-focused

>130,000 views in 3 mos.

>7,000 visits/~150 leads

Local searches up 60-100%

Rolling out to full system

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Boost awareness and customer demand between promotions


Sacramento co-op

wanted to boost activity

during non-promo times

Needed local CTA

Top 3 massage franchise system in the U.S.

>20,000 views in 4 weeks

Local searches up 62%

Local Web visits up 34%

Created personalized ads

for each clinic w/ local CTAs

Targeted 5-mile radius for

each of 23 hyper-local areas

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Boost awareness and customer demand between promotions


Sacramento co-op

wanted to boost activity

during non-promo times

Needed local CTA

Top 3 massage franchise system in the U.S.

>20,000 views in 4 weeks

Local searches up 62%

Local Web visits up 34%

Created personalized ads

for each clinic w/ local CTAs

Targeted 5-mile radius for

each of 23 hyper-local areas Both of these examples illustrate how video works throughout the

funnel to both create awareness, spur evaluation activity and drive

customer engagement.

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The Full Funnel Solution

How to Reach Customers Throughout the Purchase Cycle

Get your free PDF download here:

http://www.sightly.com/the-full-funnel-solution/

How online video advertising works

throughout the funnel

The importance of personalization and

localization of video ads

Best practices for full funnel impact

http://www.sightly.com/the-full-funnel-solution/

what's your multi-screen video strategy?

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