4. 10/20/2015 410/20/2015 4
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
WHY VIDEO?
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. 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. 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. 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
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
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…
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
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
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. 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. 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
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. 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
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
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. 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. 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
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. 10/20/2015 5510/20/2015 55
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
56. 10/20/2015 5610/20/2015 56
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
57. 10/20/2015 5710/20/2015 57
THANK YOU
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
mclark@womensmarketing.com
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
Editor's Notes
Added icons
Synvisc-One, Voices of Meningitis, Gilead, Toujeo.
TubeMogul is known for being the leader in desktop and mobile video, with access into more auctions than any other platform globally.
I often hear from media buyers about how difficult it is to differentiate between all the video options out there, and sometimes they just come away with one sentence. So at the very least I want you to take away the one sentence that gives you the “TubeMogul is __”…. TubeMogul is Accountability. I am going to show you can buy media in an accountable way.
A lot of companies talk about transparency. I am going to show you Transparency. You will site– delivery, performance, viewability – all down to the site level.
Because of tour commitment to transparency, we’re an open book when it comes to optimization. We turn off underperforming sites because we don’t simply arbitrage pre-bought media like ad networks.
Our solution is built on real technology you can see, and I’m going to show you our platform shortly. In addition, as partners, we will always be upfront on any trade-offs that might exist with a set of requirements.
We have an award winning client service team that you can trust, and a real technology platform you can see and if you want, you can access deep analytics and site level performance at any time. We let you see it all. You will always know what you bought when you buy from us.
eMarketer expects TV to continue to capture the largest share of paid ad spending in the US for the foreseeable future, though its percentage of total spending will drop slightly, from 39.1% in 2012 to 38.8% this year and 38.2% in 2017, as spending on TV ads grows more slowly than spending on paid media as a whole.
Digital media will gain the most share during the forecast period, rising from 22.3% of total spending in 2012 to nearly a quarter this year and 31.1% by 2017. Mobile alone will grow ad spending even more quickly than digital as a whole; mobile is expected to account for 15.8% of all ad spending by 2017, or $31.1 billion.
Media consumption shift in mobile has seen the most dramatic increase from 1% of time spent on mobile and tablet 10 years ago to where consumers are spending almost 20% of their time on mobile media, while during the same time period Live TV consumption has dropped from 44% to 37% off of a very large base.
Mobile time spent with digital media continues to be the fastest growing digital medium, eating desktop’s share of digital time. This past year, mobile surpassed desktop as the #1 digital medium for time spend in the US.
According to ComScore, Mobile media consumption is now just behind TV as the 2nd largest media for time spent by consumers. Audiences are spending more time on mobile devices than desktop.
Now behind – TV only
______
We are seeing this trend accelerating with more video views coming from apps and mobile optimized sites. Large publishers continue to invest in syndicating and developing content specifically for the mobile environment, and as a result, video views on mobile devices continue to rise. For example, in 2014, YouTube’s global mobile traffic increased from 40% to 50%, and VEVO’s U.S. views on smartphone, tablet and connected TV devices accounted for 50% of its traffic in January 2015.
___________
Background Stats / Talking Points if needed:
Advanced in technological infrastructure
source: https://gsmaintelligence.com/research/?file=08bd184710b7e671e80cfe6693cead2d&download
In 2014, 4G networks expanded rapidly,1 providing coverage for over 25% of the global population. On top of that, the average smartphone screen size increased 130% between 2008 and 2015.2 The expansion of broadband coverage, faster streaming speeds and larger screen sizes has made accessing media content on mobile devices easier than ever.
Additionally, mobile-only internet users, comprised primarily of millennials, are on the rise. Advances in mobile technology make it easier for people to completely bypass desktop devices for media consumption. In 2015, according to comscore, over 10% of US internet users can only be reached on mobile devices. Comscore predicts that almost 15% of internet users will be mobile only users in 2019. AND, 25% of millenials will be mobile only internet users according to Comscore.
Background states / notes
_______________________________
Not only are we seeing cord cutters from TV mobile content being consumed by audiences along with TV and video, BUT NOW, there are some consumers who have cut the desktop cord. we see cord-cutting for TVs, cord-cutting on laptops – more and more millennials / younger demos are contributing to the rise of mobile-only internet users. Per comScore, 25% of millinnials are mobile-only internet users
http://mobilefomo.com/2015/04/comscore-report/
Mobile phone internet adoption will closely parallel smartphone user growth. More than 60% of people in the US, or three out of four mobile phone users, will go
online via mobile phone regularly in 2015
http://totalaccess.emarketer.com/Chart.aspx?R=165618
Note: the mobile-only number above is lower than what was on the 2014 deck, but note that that figure was not accurately talking about mobile-only users
According to Mary Meeker state of advertising, spend is close to time spend in media, except in print where advertisers are still over-invested in print versus time spend. More importantly, there is an $25B gap between mobile time spent and advertiser investment in mobile.
Why has mobile advertising investments lagged behind mobile consumption? Perceptions that mobile is:
Difficult to target
Difficult to measure
Quality of app and content
Speed of adoption and mobile device fragmentation is accelerating exponentially versus investment
Huge opportunity for savvy marketers to get in and make a huge impact on mobile. Figure out ways to take advantage of this.
Seventy percent of buy-side US senior executives told the IAB they would likely move TV dollars to digital video in the coming year. An even greater 75% of all US senior executives surveyed said the same, suggesting there is significant excitement around digital video from all corners.
Subtext in the colored boxes is hard to read - FIXED
So if programmatic is the application of software to the media buying process, then programmatic branding is this concept applied to campaigns that have a brand objective like increasing awareness, favorability or purchase intent.
This distinction is important, because up until recently, the industry has associated programmatic and real-time bidding with direct response advertising.
We want to begin with a brief overview of how this industry has evolved over the last 7-8 years. Going back to about 2005/2006, there were no intermediaries sitting between advertisers and publishers, and if a brand wanted to get their video ad onto hundreds of sites, they would have to call up hundreds of publishers and sign individual deals with each one of them. Of course it was terribly inefficient…
…so you soon had new companies called video ad networks created to fill this need. They would buy video ad inventory from hundreds or thousands of websites, usually on a forward basis, and then they would turn around and repackage this inventory into different content channels for advertisers to buy. This greatly increased efficiency for advertisers, but it came with its drawbacks – the ad networks are “blind” – which means they typically don’t tell an advertiser where their ads actually ran AND because they take ownership of the inventory before reselling it to advertisers, they are incented to stuff that inventory into any campaign that needs it, even if it isn’t what is optimal for a particular advertiser.
As we moved into 2009 and 2010, new entities called ad exchanges were created. They allowed video ad inventory to be bought and sold at the moment someone was about to watch an ad, enabling better targeting and flexibility for the advertiser to determine which impressions were best suited to deliver specific campaign objectives. Now these exchanges were set up to be purely neutral between the buy-side and sell-side, and they provided very limited controls to publishers for them to manage how their inventory was sold.
This created the opportunity that LiveRail capitalized on to build technology for premium publishers who wanted to make their inventory real-time biddable, but wanted to do so in a way where they set the rules – controlling who could buy their inventory, set minimum prices and so on. And LiveRail has dominated this space serving the needs of publishers who want to enable programmatic video selling.
And on the buy-side, as the number of video exchanges increased dramatically, it was clear that there was a need for a company who could aggregate all that inventory and enable advertisers to easily access it from a single console. And that is what TubeMogul does – we help advertisers easily execute video campaigns across this real-time inventory, while using the same set of targeting and providing a consistent set of reporting to advertisers. We are the only pure-play video demand-side platform that is squarely aligned on the buy-side to serve the needs of brands and agencies. And now <LiveRail presenter> is going to show you where everyone in this ecosystem stacks up in terms of the volume of video ads we are handling for our clients.
Need to finish the logos, but I want to send it through to Keith while I work on those. No need for a few greyscale logos to hold us back from his review
Webbula = Webbula provides accurate offline consumer data across multiple platforms and databases including auto, social media, political, and business-to-consumer.
Axciom - we get Acxiom data via Bluekai today, we have full s2s integration with LiveRamp who Acxiom just acquired and I assume will be using LiveRamp's established pipes to companies like TubeMogul. Worse case we integrate quickly with Acxiom.
Ninth decimal - Location based data
The Trade Desk – Frenemy - has become the fastest growing demand-side platform in the industry by offering agencies, aggregators, and their advertisers best-in-class technology to manage display, social, and video advertising campaigns.
Similar to desktop, there are ROI Measurement solutions in market for cross-device or mobile specific. In-store visit, reporting is a good example of mobile specific attribution. Conversion as well as ROI measurement are examples of cross-screen
Tools in place to physically qualify value - ROI solutions.