Opportunities in Digital Video and Social Media: Reach and engage your audience across multiple channels
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Adknowledge's CEO Ben Legg and Amit Wjuniski, Country Manager of Brazil, will help you think through how to move some of your TV advertising budget into digital video, plus how to reach and engage with your audience via social media. Presented at MMA LATAM Forum in Sao Paulo Brazil on September 23, 2014 as part of the MMA Global series.
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Opportunities in Digital Video and Social Media: Reach and engage your audience across multiple channels
- 1. Opportunities in Digital Video and Social Media! Reach and engage your audience across multiple channels Ben Legg, CEO Adknowledge Amit Wjuniski, Country Manager - Brazil @adknowledge
- 2. Demand More from Digital! Adknowledge is a multi-channel global technology company specializing in helping large, demanding advertisers get the best ROI from their digital marketing spend! 2 Opportunities in Digital Video and Social Media!
- 3. Key Highlights! LEADING CROSS-CHANNEL DIGITAL ADVERTISING PLATFORM! • Founded 2004 • 350 employees • Reaches audience > 2 Billion people • Diversified business with blue chip advertiser base • 90%+ client retention rate PROPRIETARY CROSS-CHANNEL AD TECH AND DATA PLATFORM! • 600M+ anonymous, proprietary user profiles targetable across inventory sources • Sophisticated behavioral, contextual and demographic targeting algorithms 3 Opportunities in Digital Video and Social Media!
- 4. Working with the World’s Best Brands & Agencies! 4 Opportunities in Digital Video and Social Media! Delivering performance for brands and direct response advertisers! Most of AdAge Top 100 advertisers." Global Footprint – Offices around the world. Campaigns in over 50 countries."
- 5. The Digital Video Industry is Growing Quickly! 5+ Years of Growth! Users and budgets are moving to digital video $1.4 B $2.0 B $2.9 B 145.6 M 158.1 M 169.3 M 5 Opportunities in Digital Video and Social Media! $4.1 B $5.8 B 178.7 M 187.6 M 2010 2011 2012 2013 2014 U.S. Digital Video Spend U.S. Users *Source eMarketer, US Study.
- 6. Video-Streaming Continues to Grow! 80% 70% 60% 50% 40% 30% 20% 10% 0% YouTube Facebook Netflix Network TV Cable News Hulu Amazon 6 Opportunities in Digital Video and Social Media! Prime Male Female Total Live Sports Oher Video-Streaming Sites Viewed by Online Viewers! North America, Internet Users, January 2014" *Source eMarketer, North American Study.
- 7. Digital Video Spans Multiple Devices! Users are Increasingly Turning to Digital Video Across Multiple Devices! 51%! 25%! 29%! 35%! 26%! 41%! 39%! 37%! 36%! 32%! Smartphone! Tablet! Computer! 7 Opportunities in Digital Video and Social Media! 28%! 22%! TV! Forms of Digital Video Content Watched Online! US Internet Users by Device, November 2013 LONG-FORM SHORT-FORM USER-GENERATED CONTENT Note: Numbers may not add up to 100% due to rounding *Source eMarketer, Yahoo, US Study.
- 8. Time Spent Watching Digital Continues to Rise! Users are Spending More Time Watching Digital Video! 12 10 8 6 4 2 8 Opportunities in Digital Video and Social Media! Daily Minutes Spent Watching Online Video! US Internet Users, Ages 13-64 *Source eMarketer, US Study. 0 2010 2011 2012 2013 TV Programs ! Online Movies! Other!
- 9. Users are Shifting to Mobile and Digital Video! Mobile – and Digital Video – are on the Rise in Brazil! Brazilians spend over 84 minutes / day on their smart phones" Internet Usage to top 87% by 2017 in Brazil" Mobile Internet Users in Brazil expected to top 107M by 2017 ! 9 Opportunities in Digital Video and Social Media! Sources: eMarketer, comScore. Users in Brazil watched 62M YouTube and 39M Facebook videos in February 2014"
- 10. VIDEO SOLUTIONS YOUTUBE Ÿ NATIVE Ÿ FACEBOOK! 10 Opportunities in Digital Video and Social Media!
- 11. Eliminating the Barriers to Digital Video 11 Opportunities in Digital Video and Social Media! Scale! Giant’s native reach is rated #1 by comScore (105M in the US). YouTube has massive inventory Brand Safety! Industry estimates that up to 30-50% of placements are not brand safe. We are 100% safe Transparency! We’ll show you where your videos will appear before your campaign launches, so you don’t have to worry about fraud or bots Optimization! We don’t set it and forget it. We continually review campaign performance to deliver 3-4x more earned media and 75% better results on YouTube Adknowledge’s solutions help overcome four main barriers: !
- 12. Few advertisers want animals on skateboards…! Brands are rightfully nervous to make the leap to Digital Video: ! 12 Opportunities in Digital Video and Social Media! The shift away from TV dollars is a classic dilemma: The devil you know is better than the devil you don’t.!
- 13. Associating with beheadings isn’t a brand goal! Brands are rightfully nervous to make the leap to Digital Video: ! 13 Opportunities in Digital Video and Social Media!
- 14. And sponsoring terrorists isn’t popular either! Brands are rightfully nervous to make the leap to Digital Video: ! 14 Opportunities in Digital Video and Social Media! The shift away from TV dollars is a classic dilemma: The devil you know is better than the devil you don’t.!
- 15. Adknowledge Solutions for Digital Video Our video products overcome the barriers:! OVERVIEW" BRAND SAFETY! 15 Opportunities in Digital Video and Social Media! FRAUD PREVENTION! SCALE! INSIGHTS & OPTIMIZATION! The #1 native video network: • Click-to-Play • Typically long form (> 30 seconds) • Contextually targeted • Cross-screen Managed Placement 100% transparent site list Largest Native Reach (comScore) Continual analysis of viewer behavior. 36% earned media A smarter way to buy ads on YouTube: • Targeting by URL, not just keyword, to ensure 100% relevance • Build your own channel (‘Buy Like TV’) • Optimized by URL Purchase on ‘TV-like’ channels See the placement pre-buy YouTube audience Advanced Targeting Yields 30-50% higher CTRs and Engagement Self-serve and Fully-Managed Services for brands and agencies to drive conversions, increase engagement, and build awareness across Facebook and Twitter: • Involved in all Alphas and Betas for Facebook and Twitter Video Ads Respected Distribution Channels Advanced Targeting Facebook and Twitter audience Optimized based on marketing goals
- 16. Leveraging the Second Screen and Mobile Space! Mobile continues to be a growing, critical component to video campaigns. ! With 19% higher completion rates and 52% higher watch through rates, mobile is a thoroughly engaging platform for viewers to discover video content. We recommend 20% of the campaign budget to be applied to mobile platforms. ! 16 Opportunities in Digital Video and Social Media! Tablet Mobile Banner Mobile App (Pandora) Native Placement
- 17. Mobile Video CPIs WERE REDUCED BY UP TO 15% AND CONVERSION RATES INCREASED 22%! 17 Opportunities in Digital Video and Social Media! FACEBOOK NEWSFEED! All Video Wi-Fi Video CPC CHANGE:! 13% SAVINGS 15% SAVINGS CVR CHANGE:! 22% INCREASE 8% INCREASE CPI CHANGE:! 15% SAVINGS 14% SAVINGS OBJECTIVE! Drive mobile app installs for Gree, a world leader in free-to-play mobile games. Using device-specific and connection-specific targeting we delivered trailers to promote interest and, ultimately, installs. Baseline is non-video
- 18. SOCIAL SOLUTIONS FACEBOOK! TWITTER! 18 Opportunities in Digital Video and Social Media!
- 19. AdParlor: ROI. At Scale. Fast. AdParlor is a global social advertising company that helps large advertisers get the best ROI for their marketing spend! 19 Opportunities in Digital Video and Social Media! 528 advertisers 3,485 campaigns 10,082,499 mobile app installs 74,169,943 conversions 80,457,099,501 impressions delivered Transparency! Best-in-class social advertising platform tailored global advertisers Great Team! Savvy and passionate group of digital advertising experts; strategists, traffickers, developers and analysts Trusted Partners! Recognized by both Facebook and Twitter as a preferred development and marketing partner Evolution! Solutions that allow marketers to turn social advertising into a DR platform allow marketers to ‘do more with less’
- 20. MOBILE APP DISTRIBUTION 20 Opportunities in Digital Video and Social Media!
- 21. Mobile App Promotion and Distribution Get More High-Quality App Users Who Will Deliver the Highest Lifetime Value Across All Types of Mobile Traffic! Mobile App Distribution! • Performance-based acquisition: reach the best new users, at scale with U.S. and global traffic for a wider distribution • Build your user base, earn a higher app store ranking, and fuel the organic growth of your apps • Target your best customers based on device, carrier/Wi-Fi, country, city, interest, demographic • Quality traffic to ensure you are acquiring users to meet lifetime value goals • CPI performance pricing means you only pay for new, successful installs Mobile App Promotion! As a Beta and Development partner, we make it easy to take advantage of all that Twitter has to offer with Mobile App Promotion in Promoted Tweets: • Rich native ad unit • Includes the app name and custom icon • Dynamically pulls in characteristics like rating and price • Consistent design and familiar user experience 21 Opportunities in Digital Video and Social Media!
- 22. ! Questions?! 22 Opportunities in Digital Video and Social Media! www.adknowledge.com @adknowledge 1.816.931.1771