why video? how video builds brands

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  1. 1. 10/20/2015 1
  2. 2. 10/20/2015 210/20/2015 2 WHY VIDEO? How Video Builds Brands
  3. 3. 10/20/2015 310/20/2015 3 PRESENTERS Moderator Marlea Clark, Senior Vice President Marketing, Womens Marketing Justin Cosgrove, Account Executive, TubeMogul Elissa Brown, Associate Media Director, Womens Marketing Ethan Morris, Regional Sales Director, TubeMogul
  4. 4. 10/20/2015 410/20/2015 4 WHO IS WATCHING? The US audience for digital videothat is, video consumed on any digital devicewill pass 200 million in 2015. In 2015, US adults will spend an average of 76 minutes per day watching digital video content. Of that time, 39 minutes will be spent watching video on mobile devices (including both tablets and smartphones). Millennials account for 77 million digital video viewers in the US in 2015more than 18% of the total US digital video viewer audience, the largest share of any age group. Sources: eMarketer US Time Spent With Media Updated Estimates Fall 2015, eMarketer US Millennials & Video, August 2015 WHY VIDEO?
  5. 5. 10/20/2015 510/20/2015 5 WHY VIDEO? WHAT ARE WOMEN WATCHING? DIY/crafting, beauty, gaming, fitness, fashion, and entertainment are among the most popular video categories for women. Source: eMarketer, Refinery 29, June 2015
  6. 6. 10/20/2015 610/20/2015 6 33% watch multiple videos per day WHY VIDEO? HOW WOMEN CONSUME ONLINE VIDEO 87% OF WOMEN VIEW VIDEOS ONLINE Where women discover video: 83% Facebook 54% Websites 49% Word-of-Mouth 36% Blogs 27% Twitter 21% Instagram Source: SheSpeaks, What Women Watch Online Video Consumption Habits April 2015 83% share videos and are more likely to share funny or cute videos 82% watch at least one video per week
  7. 7. 10/20/2015 710/20/2015 7 WHY VIDEO? VIDEO IN THE MIX! BRANDS ARE INVESTING IN VIDEO Each year, investment in video advertising has increased and growth is predicted through 2018.
  8. 8. 10/20/2015 810/20/2015 8 WHY VIDEO? C A S E S T U D Y : M O R O C C A N O I L Womens Marketing has helped grow this brand from tiny startup to a global leader in oil-infused beauty products, creating a new beauty category in the process. For the 8-week digital campaign, brand goals were to: Drive video series views Increase brand site traffic To create a campaign that drove views of the Inspired By Women video series, we selected core video partners that appeal to the target audience. Using these key networks, we delivered in-banner YouTube views and YouTube Trueview views, supported the series with traffic placements across mobile and desktop, and extended the message across social, specifically Twitter. Drove Video Views: Drove over 1MM YouTube views & nearly 15MM total impressions Increase site traffic, efficiently: Drove over 650,000 clicks to site, continually optimizing and switching video players to maximize budget Client Satisfaction: The result was a viral success: the campaign surpassed all view and traffic goals, leveraged the brands new spokesperson, and sparked an engaging digital conversation. 1 2 B r a n d S t r a t e g y R e s u l t s Sources: TABS; IRI 8 G o a l s
  9. 9. 10/20/2015 910/20/2015 9 WHY VIDEO?
  10. 10. 10/20/2015 1010/20/2015 10 Market growth dynamics Our industry ecosystem and the roles of different types of companies Why advertisers are adopting programmatic Basic elements of video advertising AT THE END OF THIS SESSION, YOU SHOULD UNDERSTAND
  11. 11. 10/20/2015 1110/20/2015 11 MAJOR BRANDS USING TUBEMOGUL GLOBALLY
  12. 12. 10/20/2015 1210/20/2015 12
  13. 13. 10/20/2015 1310/20/2015 13 TUBEMOGUL REACHES ACROSS ALL SCREENS, ALL FORMATS
  14. 14. 10/20/2015 1410/20/2015 14
  15. 15. 10/20/2015 1510/20/2015 15 DIGITAL VIDEO LANDSCAPE GROWTH OVERVIEW Source(s): c o m S c o r e J u l y 2 0 1 2 , G e o f f r e y M o o r e s C r o s s i n g t h e C h a s m m o d e l o f t e c h n o l o g y a d o p t i o n ; D i g i d a y A p r i l 2 0 1 3
  16. 16. 10/20/2015 1610/20/2015 16Source: comScore Video Metrix, December 2013 VIDEO CONSUMED AT ALL AGES
  17. 17. 10/20/2015 1710/20/2015 17 INCREASE IN DIGITAL, TV AND MOBILE VIDEO VIEWERS The number of US digital video viewers will rise by 19% between 2013 and 2017, reaching nearly 205 million. Source: eMarketer, Digital Video for the Full Advertising Funnel, October 2013
  18. 18. 10/20/2015 1810/20/2015 18 DIGITAL VIDEO AD SPEND TO INCREASE BY 124.4% BY 2017
  19. 19. 10/20/2015 1910/20/2015 19 MEDIA CONSUMPTION SHIFT MOBILE UP, LIVE TV DOWN 44% 3%23% 1% 10% 7% 3% 3% 5% 1%3% Live TV DVR / VOD Radio Mobile / Tablet PC Internet Digital Audio Books Magazines Newspapers Console Games DVD/Video 37% 5% 13% 19% 9% 4% 3% 2%2%1% 2004 2014
  20. 20. 10/20/2015 2010/20/2015 20 MOBILE TIME SPENT IS FAST GROWING Mary Meeker, Internet Trends; KPCB, May 2015 0.3 0.3 0.4 0.8 1.6 2.3 2.6 2.82.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4 0.2 0.3 0.4 0.3 0.3 0.3 0.3 0.4 0 1 2 3 4 5 6 2008 2009 2010 2011 2012 2013 2014 2015 (YTD) HOURSPERDAY Time Spent per Adult User per Day with Digital Media, USA MOBILE DESKTOP / LAPTOP OTHER CONNECTED DEVICES 7% of total 42% of total 51% of total
  21. 21. 10/20/2015 2110/20/2015 21 MEDIA CONSUMPTION ON MOBILE OUTGROWS TV AND DESKTOP Source: eMarketer, September 2015 TIME SPENT ON MOBILE GREW 256% FROM 2011 TO 2015
  22. 22. 10/20/2015 2210/20/2015 22
  23. 23. 10/20/2015 2310/20/2015 23 OPPORTUNITY TO CAPITALIZE ON GROWING MOBILE MEDIA CONSUMPTION Soucrce: Mary Meeker, Internet Trends; KPCB, May 2015 4% 11% 37% 24% 24% 18% 11% 41% 23% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Print Radio TV Internet Mobile %OFTOTALMEDIACONSUMPTIONTIMEOR ADVERTISINGSPENDING TIME SPENT AD SPEND TOTAL INTERNET AD SPEND =$50B OF WHICH MOBILE AD SPEND =$13B ~$25B+ OPPORTUNITY IN USA
  24. 24. 10/20/2015 2410/20/2015 24 SHIFTING TV DOLLARS TO DIGITAL VIDEO Source: eMarketer, Buying Digital Video and TV Ads Together Sees Considerable Interest, August 2013
  25. 25. 10/20/2015 2510/20/2015 25 DIGITAL VIDEO + TV = TOTAL VIDEO MARKET OPPORTUNITY
  26. 26. 10/20/2015 2610/20/2015 26 PROGRAMMATIC IS EATING DIGITAL VIDEO ADVERTISING Source: Forrester Consulting, RTB Powers the Rapid Growth of Online Video
  27. 27. 10/20/2015 2710/20/2015 27 VIDEO IS CHASING BRAND DOLLARS 63% of marketers increased brand advertising spend in 2013 BUT, 58% of online spending is direct response Brand advertisers turning to video for brand impact with online efficiency Source: eMarketer, April 2014
  28. 28. 10/20/2015 2810/20/2015 28 WHY DO BRANDS USE VIDEO ADS? Source: IAB, February 2013
  29. 29. 10/20/2015 2910/20/2015 29 BUDGETS HAVE COME FROM DISPLAY, WILL COME FROM TV Source: eMarketer, October 2013
  30. 30. 10/20/2015 3010/20/2015 30 CHALLENGES BRANDS FACE IN A DIGITAL VIDEO WORLD
  31. 31. 10/20/2015 3110/20/2015 31 WHAT DOES PROGRAMMATIC MEAN?
  32. 32. 10/20/2015 3210/20/2015 32 WHAT DOES PROGRAMMATIC BRANDING MEAN?
  33. 33. 10/20/2015 3310/20/2015 33 ADOPTION RATES ARE GROWING FAST Source: Casale Medias Index Quarterly Report, Q1 2014
  34. 34. 10/20/2015 3410/20/2015 34 THE REAL-TIME BUYING DIGITAL VIDEO OPPORTUNITY Source(s): F o r r e s t e r & T u b e M o g u l
  35. 35. 10/20/2015 3510/20/2015 35 IN THE BEGINNING
  36. 36. 10/20/2015 3610/20/2015 36 THEN AD NETWORKS JOIN THE PARTY
  37. 37. 10/20/2015 3710/20/2015 37 BUT EXCHANGES STEAL THE SPOTLIGHT
  38. 38. 10/20/2015 3810/20/2015 38 AND SUPPLY-SIDE PLATFORMS ARRIVE FOR PUBLISHERS
  39. 39. 10/20/2015 3910/20/2015 39 WHILE DEMAND-SIDE PLATFORMS ALIGN WITH ADVERTISERS
  40. 40. 10/20/2015 4010/20/2015 40 HOW DOES IT REALLY WORK? CHAOS!
  41. 41. 10/20/2015 4110/20/2015 41 VIDEO TECHNOLOGY LANDSCAPE
  42. 42. 10/20/2015 4210/20/2015 42 WINNING AT THE INTERSECTION OF BRANDING & SOFTWARE
  43. 43. 10/20/2015 4310/20/2015 43 WHAT DO ADVERTISERS CARE ABOUT?
  44. 44. 10/20/2015 4410/20/2015 44 MORE INVENTORY ACCESS FOR EVERY SCREEN, EVERY FORMAT
  45. 45. 10/20/2015 4510/20/2015 45 DATA INTEGRATIONS WITH ALL MAJOR DMPS & 3RD PARTIES Gray = pixel integrations
  46. 46. 10/20/2015 4610/20/2015 46 TUBEMOGUL ADVANCED TARGETING CAPABILITIES
  47. 47. 10/20/2015 4710/20/2015 47 TUBEMOGUL BRAND SAFETY
  48. 48. 10/20/2015 4810/20/2015 48 VERIFY VIEWABILITY WITH AGNOSTIC MEASUREMENT
  49. 49. 10/20/2015 4910/20/2015 49 KEY METRICS FOR VIDEO ADS
  50. 50. 10/20/2015 5010/20/2015 50 INTRODUCTION TO NIELSEN OCR Nielsen OCR integrated in the BrandPoint dashboard for seamless audience and GRP reporting Accurately identifies the audience via actual user demographic data from Facebook and other 3rd party data providers Evaluates unique reach and frequency across campaigns, regions and within each publisher GRP outputs for ad campaigns are delivered overnight and consistent with Nielsen TV Ratings
  51. 51. 10/20/2015 5110/20/2015 51 MEASURE ROI ACROSS SCREENS THROUGH A SINGLE PLATFORM UNVEIL RICH INSIGHTS ON IN-STORE VISITS, CONVERSIONS AND SALES IMPACT ACROSS DESKTOP AND MOBILE
  52. 52. 10/20/2015 5210/20/2015 52 VIDEO ADS: IN-STREAM OR IN-BANNER In-Stream In-Display Often just called pre-roll (but also mid-roll / post-roll) Ad video comes before content video Ideal for 0:15 or 0:30 lengths Video ad served in 300x250 display banner Ad video stands alone (non- interruptive) Ideal for >0:30 lengths
  53. 53. 10/20/2015 5310/20/2015 53Source: Strategy Analytics, May 2014
  54. 54. 10/20/2015 5410/20/2015 54 OPTIMIZING INCREMENTAL REACH FROM TV PLAN TO DIGITAL TV Buy DigitalTarget Audience TV On-Target DIGITAL On-Target Duplicated Reach Unduplicated Reach Incremental Reach
  55. 55. 10/20/2015 5510/20/2015 55 FLEXIBLE METHOD FOR PLANNING ACROSS SCREENS 3 CASES Usin