Online video is the fastest growing digital ad format (expected to increase 40% this year and next). Audiences are spending more time watching digital video, but the challenge of measuring the efficacy of ads across media while streamlining and simplifying your workflows can be daunting. This workshop will provide an insightful roadmap for simultaneously scaling video advertising and improving video campaign results.

1. The
Marketer’s
Roadmap
for
Scaling
Online
Video
Adver<sing
Chip
Scully
Extreme
Reach
Here
Are
Yo u
Monday, October 28, 13

2. Online
Video
Adver<sing
Landscape:
Online
video
adver<sing
can
really
waste
your
<me.
Monday, October 28, 13

3. Online
Video
Adver<sing
Landscape:
Online
video
adver<sing
can
really
waste
your
<me.
1 It’s
Early
Monday, October 28, 13
2
It’s
Different

4. It’s
Early:
<6%
Of
video
ad
dollars
are
spent
on
online
video
-­‐-­‐
Q2
Nielsen
Cross-­‐PlaRorm
Report,
Summer
2013
Monday, October 28, 13

5. But
growing
very
quickly:
%
40
Expected
increase
in
U.S.
online
video
ad
spend
this
year
and
again
next
year
eMarketer
study,
Summer
2013
$
2012
Monday, October 28, 13
2013
2014

6. TV
and
Online
Video
are
Synergis<c:
%
90
Of
online
video
crea<ve
is
the
same
as
(or
a
varia<on
of)
ads
that
run
on
TV.
-­‐-­‐
Extreme
Reach
Cross-­‐Media
Trends
Research,
Q2,
2013
Online
TV
Commercial
Master
Monday, October 28, 13

7. Scalability
Hurdles:
Two
issues
make
online
video
adver<sing
unscalable.
1 Workflow
Monday, October 28, 13
2
Repor<ng

8. Roadmap
for
Online
Video
Scalability:
Case
Study:
Top
U.S.
Auto
Brand
Online
video
workflow
when
separate
from
TV
Monday, October 28, 13
Online
video
&
TV
teams,
campaigns,
crea<ve
and
objec<ves
connected
Online
video
workflow
when
connected
to
TV

9. Roadmap
for
Online
Video
Scalability:
The
Answer:
An
automated
workflow
for
online
video
that
leverages
TV
crea<ve,
prac<ces
and
data.
Every
step
is
automated,
streamlined
or
eliminated.
Monday, October 28, 13

10. Roadmap
for
Online
Video
Scalability:
The
Answer:
An
automated
workflow
for
online
video
that
leverages
TV
crea<ve,
prac<ces
and
data.
Video
Master
Produc<on
1
Talent
&
Rights
2
Add
Interac8vity
3
Every
step
is
automated,
streamlined
or
eliminated.
Monday, October 28, 13
Traffic/Serve
Everywhere
4
Cross-­‐Media
Analy8cs
5
Audience

11. Roadmap
for
Online
Video
Scalability:
rd-­‐party
metrics
too.
Integrate
&
track
3
Monday, October 28, 13

12. Roadmap
for
Online
Video
Scalability:
Gear
up
for
the
real
mul<-­‐screen
future.
Tap into TV all the way upstream. Scale video campaigns online.
1.
2.
3.
4.
5.
Monday, October 28, 13
Video masters instantly
Talent/rights verification
Instant interactivity
Traffic, format & serve with a click
Measure across all sites and screens