why video? how video builds brands
TRANSCRIPT
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10/20/2015 210/20/2015 2
W H Y V I D E O ?
How Video
Builds Brands
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P R E S E N T E R S
Moderator
Marlea Clark, Senior Vice President Marketing, Women’s Marketing
Justin Cosgrove, Account Executive, TubeMogul
Elissa Brown, Associate Media Director, Women’s Marketing
Ethan Morris, Regional Sales Director, TubeMogul
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WHO IS WATCHING?
The US audience for digital video—that is,
video consumed on any digital device—will 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 2015—more 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
W H Y V I D E O ?
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W H Y V I D E O ?
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
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33% watch
multiple videos
per day
W H Y V I D E O ?
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
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W H Y V I D E O ?
VIDEO IN THE MIX! BRANDS ARE INVESTING IN VIDEO
Each year,
investment in
video advertising
has increased and
growth is
predicted through
2018.
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WHY V IDEO?
C A S E S T U D Y : M O R O C C A N O I L
Women’s 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 brand’s 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
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W H Y V I D E O ?
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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…
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MAJOR BRANDS USING TUBEMOGUL GLOBALLY
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TUBEMOGUL REACHES ACROSS ALL SCREENS, ALL FORMATS
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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
10/20/2015 1610/20/2015 16Source: comScore Video Metrix, December 2013
VIDEO CONSUMED AT ALL AGES
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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
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DIGITAL VIDEO AD SPEND TO INCREASE BY 124.4% BY 2017
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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
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MOBILE TIME SPENT IS FAST GROWING
Mary Meeker, Internet Trends; KPCB, May 2015
0.3 0.3 0.40.8
1.6
2.32.6 2.82.2 2.3
2.4
2.6
2.5
2.3
2.42.4
0.20.3
0.4
0.3
0.3
0.3
0.30.4
0
1
2
3
4
5
6
2008 2009 2010 2011 2012 2013 2014 2015 (YTD)
HO
UR
S P
ER
DA
Y
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
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MEDIA CONSUMPTION ON MOBILE OUTGROWS TV AND DESKTOP
Source: eMarketer, September 2015
TIME SPENT
ON MOBILE
GREW 256%
FROM
2011 TO 2015
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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
% O
F T
OTA
L M
ED
IA C
ON
SU
MP
TIO
N T
IME
OR
A
DV
ER
TIS
ING
SP
EN
DIN
G
TIME SPENT AD SPEND
TOTAL
INTERNET
AD SPEND
=$50B
OF WHICH
MOBILE
AD SPEND
=$13B ~$25B+ OPPORTUNITY IN
USA
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SHIFTING TV DOLLARS TO DIGITAL VIDEO
Source: eMarketer, “Buying Digital Video and TV Ads Together Sees Considerable Interest”, August
2013
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DIGITAL VIDEO + TV = TOTAL VIDEO MARKET OPPORTUNITY
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PROGRAMMATIC IS EATING DIGITAL VIDEO ADVERTISING
Source: Forrester Consulting, “RTB Powers the Rapid Growth of Online Video”
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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
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WHY DO BRANDS USE VIDEO ADS?
Source: IAB, February 2013
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BUDGETS HAVE COME FROM DISPLAY, WILL COME FROM TV
Source: eMarketer, October 2013
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CHALLENGES BRANDS FACE IN A DIGITAL VIDEO WORLD
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WHAT DOES PROGRAMMATIC MEAN?
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WHAT DOES PROGRAMMATIC BRANDING MEAN?
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ADOPTION RATES ARE GROWING FAST
Source: Casale Media’s Index Quarterly Report, Q1 2014
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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
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IN THE BEGINNING…
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THEN AD NETWORKS JOIN THE PARTY…
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BUT EXCHANGES STEAL THE SPOTLIGHT…
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AND SUPPLY-SIDE PLATFORMS ARRIVE FOR PUBLISHERS…
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WHILE DEMAND-SIDE PLATFORMS ALIGN WITH ADVERTISERS
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HOW DOES IT REALLY WORK? CHAOS!
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VIDEO TECHNOLOGY LANDSCAPE
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WINNING AT THE INTERSECTION OF BRANDING & SOFTWARE
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WHAT DO ADVERTISERS CARE ABOUT?
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MORE INVENTORY ACCESS FOR EVERY SCREEN, EVERY FORMAT
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DATA INTEGRATIONS WITH ALL MAJOR DMPS & 3RD PARTIES
Gray = pixel integrations
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TUBEMOGUL ADVANCED TARGETING CAPABILITIES
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TUBEMOGUL BRAND SAFETY
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VERIFY VIEWABILITY WITH AGNOSTIC MEASUREMENT
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KEY METRICS FOR VIDEO ADS
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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
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MEASURE ROI ACROSS SCREENS THROUGH A SINGLE PLATFORM
UNVEIL RICH INSIGHTS ON IN-STORE VISITS, CONVERSIONS AND
SALES IMPACT ACROSS DESKTOP AND MOBILE
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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
10/20/2015 5310/20/2015 53Source: Strategy Analytics, May 2014
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OPTIMIZING INCREMENTAL REACH FROM TV PLAN TO DIGITAL
TV Buy
DigitalTarget
Audience
TV
On-Target
DIGITAL
On-Target
Duplicated Reach
Unduplicated
Reach
Incremental Reach
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FLEXIBLE METHOD FOR PLANNING ACROSS SCREENS – 3 CASES
Using a detailed
demographic and
purchase behavior target,
TubeMogul determines
optimal inventory on an
On-target CPM basis
across all screens and
provides the networks,
sites, and mobile apps
for launch
Using upcoming or
historic TV plan,
TubeMogul determines
optimal inventory on an
On-target CPM basis
across all screens and
provides the networks,
sites, and mobile apps
for launch
Using KPIs such as
completions, viewability,
on-target audience, brand
metrics, or sales lift,
TubeMogul starts with
brand safe sites and
mobile apps with historic
performance and
optimizes throughout
campaign across all
screens with full
transparency
DIGITAL ONLYTV & DIGITAL
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KEY TAKEAWAYS
•The video ad market is growing at 30-40% per year and will
be $9 billion by 2016
•Programmatic video is growing as a share of the total and will be
over 25% by 2014
•The industry landscape is chaotic, but understanding the
evolution of the industry helps make clear which companies will
succeed
•There are three buckets of competitors: 1) Video platforms, 2)
Video ad networks, 3) Display DSPs
•Programmatic adoption is accelerating because it gives buyers
more control, transparency and efficiency
•Digital video won't replace TV, but it is increasingly viewed as
complementary
•Mobile is becoming an increasingly important component to any
video ad strategy
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T H A N K Y O U
Thank you for joining this webinar, part of our How Media Builds Brands series
Have questions or want to learn more?
Contact Marlea Clark at
Women’s Marketing
womensmarketing.com
New York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500
Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880