4. Online Video Ranked Most Useful Ad Format
Google 2011 Automotive Shopper Study • Video = Currently 55% of all
Internet traffic
#1 • Video = Projected to be 90% all
Internet traffic by 2013
• Average consumer watches 45
minutes online video daily
• Video Strategy is standard now like
website
5. April 2012 U.S. Online Video Rankings
• Average U.S. consumer watches over 21 hours of online video each
month
• Average U.S. consumer watches 299 videos per month
• Average of 59 of these videos watched are ADS = 20% or 1 in 5 videos
• 50% of consumers that watch online video ADS take action after viewing
the ADS
• 22% of consumers that saw an online video AD visited the retailer’s
website
7. Strategic Approach
REACH RELEVANCY RESULTS
REACH
OBJECTIVE OBJECTIVE OBJECTIVE
Increase engagement of local Car-mercial’s ad decisioning Ensure optimization against key
auto buyers within the Video AD platform ensures campaigns run on performance metrics (CTR and
Network’s target audience of relevant sites and programming. Completion Rate) with target
ages18yrs+. audience.
SOLUTION SOLUTION SOLUTION
Largest aggregator of audience Car-mercial has created a Car-mercial will deliver robust
data for Online Video = greatest customized site list to ensure analytics and optimization
coverage for targeted market & messaging is delivered in throughout the campaign in an
demographics known against contextually relevant environments effort to maximize reach and
ages 18yrs+ consumers. for the ages 18yrs+ target audience achieve key targeted campaign
& market area. objectives.
8. Creative Units: In-Stream Video Ads
In-stream Video Ads :15 - :30 Seconds in Length
Car-mercial focuses on in-stream online video advertising
across high quality, professionally produced publishers. In-
stream video ads are displayed in sequence before or during
the video content being consumed by the users.
Standard video length is up to :30 seconds, custom lengths
available upon request. Pricing is based on inventory and
demographic factors which vary per market & availability.
9. Drive Awareness
• Geo target to local car buyers on the largest
online video ad network in the U.S.
• Build brand awareness and purchase intent
within specific DMA’s.
• Drive site traffic with professionally produced, high quality,
targeted-TV style placed pre-roll video ads on highly visited
websites.
• Advanced targeting capabilities available - behavioral,
retargeting, Geo, search, zip code, …etc.)
10. Case Study - Gunn Nissan
Generate awareness among males 25-54 within specific zip codes and increase sales.
Videos played on 40+ Websites / San Antonio Market / 30 specificMencodes and increase sales.
Generate awareness among males 25-54 within Days / zip & Women 18+ Years Old
313,799 82% 3,716
Video Ad plays against target DMA Completion rate - watched full video Ad Direct clicks to the Gunn Nissan
website = 1.18% click rate
11. PLAN SUMMARY: SAN ANTONIO GUNN NISSAN- CASE STUDY SAMPLE REPORT
FLIGHT IMPRESSIONS
Start Date: End Date: Elapsed Days: Days Remaining: Contracted Imps Delivered Imps
04/01/2012 04/30/2012 30 0 313,480 313,799
PLAN METRICS Broadband Video Universe: 178,935,896
REACH/FREQUENCY CAMPAIGN OBJECTIVES
Undup. Reach Avg Frequency GRPs CTR Completion % Completed %
79,601 3.93 0.18 1.18% 82% 75%
CAMPAIGN DELIVERY ANALYSIS
AVE
IMPS DELIVERED UNDUPLICATED REACH FREQUENCY GRPS CTR
GUNN NISSAN : A18+ San Antonio 313,799 79,601 3.94 0.18 1.18%
Plan Total: 313,799 79,601 3.94 0.18 1.18%
CAMPAIGN QUARTILE ANALYSIS
TOTAL CLICKS: 3,716
25% COMP 50% COMP 75% COMP COMPLETED % COMPLETES COMPLETION %
GUNN NISSAN: A18+ San Antonio 91% 84% 79% 75% 234,058 82%
Total: 91% 84% 79% 75% 234,058 82%
12. SAMPLE SITE LIST
Automotive Home & Garden
Autoblog DIY
AutoTrader.coma Movies
Cars.com Metacafe Movies
Kelley Blue Book Screen Media US
Motor Trend Music
SIM Automotive Blastro
Business & Finance CBS MUSIC
Business Insider last.fm
Ooyala Premium Publishers News & Information
Wall Street Journal Cox Digital Solutions
Entertainment Mail Online
33Universal Politico
Blinkx Other
Blue Wave Mobile Genesis Media
Collider Media Portal
Sony Crackle AOL Video Network
Craveonline Google - Adx
Crunchy Roll Microsoft Network
Discovery Yahoo
E! Online Sports
Gorilla Nation Media Network Auditude MLB TV (Live)
Mevio.com Passback Bicycling.com
Mypod Studios Fuel TV
Redux - Online Metacafe Sports
Rev New Media Technology
Videojug IDG Tech
Gaming Women
Accedo Gaming CTV Meredith Video
Blastro Networks Oprah
Facebook App - MindJolt US
**Site list subject to change per market or campaign
criteria**
13.
14. Questions?
By
AJ LeBlanc
Managing Partner
aj@car-mercial.com
561-319-3227
