Transcript why use video ads

Video Ads
Presenter: Joe McDermottroe
Translator: Uladzimir Hrapelman
26-27 March 2009
Google Confidential and Proprietary
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Video Ads Online
“Simply put internet VOD means enhanced TV
online and this time the advertiser has the
potential to be in full control.”
Simon Collins,
Vividas
Source: http://www.iabuk.net/en/1/thebuzzononlinevideomarketing.html
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Agenda
 Why Use Video Ads?
 What Form Do They Take?
 Online Taking Video Further
 Summary
Google Confidential and Proprietary
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WHY USE VIDEO ADS
Google Confidential and Proprietary
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Key Marketing Objectives Met by Video Ads
Online Video Advertising’s Effect on the Purchase Process, by Site
Category, 2007-2008 (average delta* above control and % lift)
Purchase
Intent
1.8
2.6
Brand
favorability
1.8
3
Aided brand
awareness
44% lift
67% lift
Market Norms Database
3.8
Message
association
4.9
6.9
7.6
82% lift
Branded Content Sites (OPA
members)
55% lift
Online Ad
Awareness
11.1
0
5
10
15.4
15
39% lift
20
Source: eMarketer ‘Online Video Advertising’s Effect on the Purchase Process, by Site Category, 2007-2008’; July 2008.
* Delta= point difference between control and exposed group
Google Confidential and Proprietary
Why InVideo Ads?
Overlay advertising demonstrates high levels of user engagement
According to a 2008 study, overlay ads
had a click-through rate that was
“five times the
industry average for
standard display ads.”
Source: MediaPost
Google Confidential and Proprietary
Break Media – Panache study, May 20 – August 2, 2008
Intensity (attention)
1.5x more attentive on YouTube vs TV
Time (seconds)
* Biometrics data measured:
Heart rate
Physical movement
Respiratory rate
Skin conductance
Google Confidential and Proprietary
Source: Biometric data collected Sept 2008 in the UK. TV respondents were watching In Plain Sight a US FBI drama. Web respondents were surfing on YouTube
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Zapp-Out Rate
• TV has a higher zapp-out rate than YouTube – users are much more likely to
click away during TV spot than to click away or stop a YouTube video ad.
audience share
time (in sec.)
The diagram shows the share of respondents who watch the spot/ video. As all spots were different in length curves
were standardized first and aggregated after.
Google Confidential and Proprietary
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WHAT FORM DO THEY TAKE
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Placement on Sites: Click-to-Play Video Ads
Your ad is placed on
partner sites
Ad
- Ad unit on partner site
- Ad can be initially paused
- Option to have ad auto-play
without sound
Placement options
Click-to-Play Video
Google Confidential and Proprietary
Placement in Videos: In Stream Video Ads. V1
Your ad is placed on
partner video sites
Ad Location
- Within video being played
Placement options
Pre-roll
Mid-roll
Post-roll
Google Confidential and Proprietary
Placement in Videos: In Stream Video Ads. V2
Your ad is placed on
partner video sites
Ad Location
- Video plays
- Ad appears while video
plays
- Does not disrupt video
playback
Placement
Ad within Video
Google Confidential and Proprietary
Placement In Games: In Stream Video Ads
Your video ad plays
in a partner game
Ad Location
- Within Game
Press
Start!
Placement options
Pre-roll
End of
Level 1
Mid-roll
Game
over!
Post-roll
Google Confidential and Proprietary
TAKING VIDEO FURTHER
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Video and Consumer 2.0
Users get what they want, whenever
and wherever they need it, however
they choose to get it…
• Video-On-Demand
• Ozon.ru, eBay
• iTunes
…and they tell you and others about it
• Sharing, emailing, embedding, blogging,
social networking, real time updating
• Product reviews, user comments
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Moving video ads to the next level
New
Digital
Platforms
Various
Ad Formats
Better
Metrics
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Google Confidential and Proprietary
Entertainment or Advertising?
McNuggets
Expression
Guys backflip into jeans
Virality
Tiger Woods 09 - Walk on Water
Dialogue
Keanu HP Commercial
Inspiration
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SUMMARY
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Summary
 Video ads perform
 They are competitive with TV
 Ads can appear as videos themselves, within videos or even
within games
Video Ads can go a step further than most advertising:
 They can build community around a product
 They can make a product go viral
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Thank You!
Q&A
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