4. FROM TRADITIONAL TV TO VIDEO EVERYWHERE
Single-screen environment Multi-screen environment
Professionally produced content A variety of produced and UGC content
Commercial ads between programmes Instream and outstream video ads
Monetized on commercial ratings
Monetized on impressions,
views & engagement
Audience targeting by daypart, program,
Audience targeting by content, platform,
property, geography, online behaviour
Audiences are human and viewable Audiences may be NHT and not viewable
Brand Safe, Low Fraud Problems with Brand Safety
TV Social VideoPre-Roll
of UK watch
of digital video ad spend
of Facebook video views
happen on mobile
users per month
in the UK
Native video is
of UK digital video ad spend
Source: eMarketer (2014), IAB (2015), Pwc (2014), YouTube Insights, eMarketer & Ericsson)
9. 1 2 3
High Brand Risk
Programmatic can harbour ad-
fraud and brand risk
Quality and Quantity
Programmatic presents low
quality video options
Consumers dislike the
online ad experience
Users dislike being forced to
watch video ads
Programmatic Video Market Issues
19. Senior Vice President of Technology and Ad
Operations at IAB,
and General Manager of the IAB Tech Lab
“We messed up. As
with delivering content
and services to users,
we lost track of the user
20. 74% of people find being forced
to watch video ads before video content
ruins the online experience
Users do not like
Source: Censuswide Research, Jan 2015
advertising is the
to install blockers
Source: Teads Research, “Profile of an Ad Blocker,” Fielding by
Research Now, Analysis by Teads, November 2015. Base: Those
who have ad blockers on device. N=506
Motivations to install
(have installed on any device)
Q: Which of the following reasons motivated you to install ad blockers on your device?
Curiosity about technology
Affects site performance
Ads are interruptive or
26. REINVENTING VIDEO ADVERTISING
Pre-roll video ads
the most intrusive
video ad format,
Native video ad
the user first
Source: Teads Research, “Profile of an Ad Blocker,” fielding by Research
Now, analysis by Teads, December 2015. Pre-roll ads include both
skippable and unskippable formats.
% of people who rank pre-
roll as highly intrusive
% of people who rank in-article
native video as highly intrusive
Q: Please order ad formats below from most intrusive to least intrusive.
% Who ranked format as most intrusive of those given
28. Fraudsters have invaded
the programmatic video marketplace
% of invalid traffic
Source: comScore Custom Analytics, Global, December 2015; comScore vCE Benchmarks, US, Q1 2016
29. Ad Fraud
Source: Integral Ad Science Case Study based on a global technology
company’s campaign ran on Teads’ platform
30. Offering a safer premium environment
* Invalid Traffic as per MRC standard
Publisher Direct video
Source: IAS, August 2016; IAS Q1 2016; comScore, H1 2016; comScore, Q2 2016; Moat, August 2016; Moat, Q1 2016
31. Quality Score: TRAQ
Source: IAS, Teads August 2016 vs. IAS Q1 2016
TRUE ADVERTISING QUALITY SCORE (TRAQ)
TRAQ score takes
into account fraud,
safety, ad clutter
Traditional advertising has been disrupted with the digital boom – here you can see a few of the key changes here
Content consumption has changed dramatically over the past generation; as we move our focus from one screen, one environment to many.
From TV to video everywhere, we can see the huge impact and opportunity this has across our business; from one screen to multi-place devices, screen sizes and formats. From professional content to additional UGC content, adverts consumed through engagement rather than forced and the targeting capabilities now provided through the technology we have innovated.
No longer do we trade in the traditional television practice; as providers we are now dealing with multiple cost per acquisitions, clicks, views, thousands.
And all of this is done across multiple data vendors whom offer measurement, viewability tools and standards.
This leads to new questions that you as an agency and we as a tech providers are being asked. Because there is no single currency for digital (as opposed to TV), other metrics are used.
And all of this video consumption is happening in an environment which is completely wrapped around with programmatic advertising.
Marketers think that they are buying all this….
Do you really want your brand to run in front of this kind of video?
This video here is fairly harmless, but you could be presented with something offensive or illegal. It’s impossible to guarantee brand safety when you appear in front of UGC.
The reaction to this from the IAB US was to acknowledge that we messed up as an industry. We messed up because we were so focused on revenues that we lost track of the user experience. This has to change. We need to get back to the user.
We are just coming from MWC in Barcelona where Pete Blackshaw vice president of digital and social media for Nestlé, Pete Blackshaw made this statement : User experience has to become our new religion. We are totally aligned with this statement since user experience is our religion since the early days of the company.
Intrusive advertising is the largest motivator to install blockers.
This data includes all ad blocker adopters within the study and found that ads are interruptive or annoying came top, closely followed by ads affects site performance. Interestingly some of this is controlled by the publishers who chose their ad placements, however agencies should be aware of what they are buying and how it influences consumers – especially as in third place came excessive ads.
FYI: respondents were asked to select from a list about which motivations influenced adoption and were able to select multiple motivations.
On this slide we are comparing actual ad formats on levels of intrusiveness across global markets
When asked to rank video ads in order of intrusiveness, in almost all markets more than half selected pre-roll formats as the most intrusive of those listed
In-article video ads were relatively less intrusive in comparison, ultimately leading to a reduction in people’s motivation to block ads