Why video advertising killed the TV star
What am I asking?
• Has online video ‘killed’ the humble TV ad?
• Using TV assets online can work when:
- ads are made to fit the medium
- advertisers consider the audience and objectives
- advertisers use technology to encourage brand interaction
We’ll look at a few ways you can make TV ads
work on a more engaging level online.
Advertising money spent in the UK in 2006
Total ad spend
£17.6 billion
0.90%
3.30%
5.30%
22.20%
TV
6.70%
Press Display
Press Classified
Internet 11.4%
£2.015 billion
DM
Internet
Directories
20.80%
13.20%
Outdoor
Radio
Cinema
16.20%
Source: PricewaterhouseCoopers and Wilkofsky Gruen Associates, 06/2007
Online ad spending is on the rise
More than £2 billion were spent online in the UK in 2006
Online Ad Spending Growth Rate in the UK and globally, 20062011
49.4%
2006
37.9%
42.3%
2007
28.4%
21.3%
22.0%
2008
11.2%
2009
16.6%
8.5%
2010
13.6%
Global
6.5%
2011
11.0%
Source: PWC and Wilkofsky Gruen Associates, 06/2007; eMarketer, 06/2007
UK
Online ad spending is on the rise
Online video ad
spend in UK –
2006
£2 million spend
…but many of us are still not thinking outside of the box
Source: Eyeblaster 4/2007
Offline as online?
Most advertisers have traditionally placed TV
ads online as they are!
Online is not the new TV
TV is not the old online
 Few changes or functions for medium
 Not able to engage the viewers
 Lack of interaction
For many advertisers online video means a
TV advert online
Sound off – solutions to grab attention
Most TV ads can’t engage without sound…
…Only 5% users turn the sound on!
Honda
 Video served within fixed size ad unit
 Cut TV ad to suit medium
 ‘Teased’ by looping until user interacted
Results: A TV ad tailored for the web!
Using TV ads more creatively
TV ads online need to take advantage of the
‘interactivity’ of the medium
Chevy Tahoe
 Wanted to use TV ad in an engaging way
 Cut ad into several clips
 User could ‘remix’ the ad and enter to the
...competition
 Engaged the audience in the brand on a deeper
...level
Result: Interactive rate was 50%
Full Page & Full Screen = Full Impact
Some TV ads or trailers may need high visual
impact
King Kong
 The option to go full-screen is new
 Requires up to 4.4mb file size
 Delivers TV experience with added interactivity
So why use my TV ad online?
The value of rich media and online video
Ads with video outperform rich media
Delta
the point
difference
between
control and
exposed
(exposed%
- control %)
14
12.1
12
Rich with Video
10
Rich Media
8
6
5
5
5.1
4.1
2.9
4
3.6
1.9
2.4
2
1.3
0
Aided Brand
Awareness
Online Ad
Awareness
Message
Association
Brand
Favorability
Purchase
Intent
Video ads – over 100% more awareness than rich media
Source: Dynamic Logic MarketNorms 2006
The power of rich media and online video
Video prompts action
Of consumers who have seen a product advertised in an online
video ad, 44% have taken action:
31%
10%
Checked out a
related website
Forwarded an ad
14%
8%
Requested more
information
Made a purchase
14%
Went to a store to
see the product
Source: OPA, A Primer on Online Video Viewing, 2006
So it really matters how you use it!
Purpose shot video
Video created specifically for online use or new video used
from TV shoot
Can be cheap to create
Mr Bean
 Created for the launch of Mr Bean movie
 Delivers the message with video and humour
 Targeted humour deepens the brand
experience
Result: High impact
Bringing users into the debate
Xmen
 Launch of Xmen DVD
 Engage users with the characters
 Users can take side and vote
 Live results showed to users in real-time
Result: Inexpensive use of assets, very
effective.
The Microsite banner
Invite users to engage with multiple content
Johnny Vegas
 Purpose shot video
 Teases users to a microsite in the ad
 Targeted humour deepens the brand experience
Synchronised video
Utilise advanced technology
NBA
 Recreated the brand online
 Multiple ad units seamlessly interact across
a page
 Content is site appropriate
 Online allows to stretch creativity further
Behavioural video
User interactions determine what ad is shown next
Levi’s
 Millions of people saw the ad, and also
thousands interacted with it.
 Ad would display the user’s comments
 1.32% played video
Best practices for video: From a planner’s perspective
Interactivity that fits with your brand
Engage the viewer to deepen the connection with the brand
Content relevancy
Video should complement, not distract from the message. Be relevant to the
viewers
High Quality is a must
Rushing / lack of planning / no creative training….means low quality video quality
Negative impact on brand / movie. Ensure video is encoded to highest level
Widest reach
Make sure the video is served to multiple player formats: Flash 7/8/WMP different
bandwidths: Low/Medium/High. Serve creative up to 4.4 mb
Ad server platform should have a real time bandwidth detection, up to 1Mbps
video bit rate, to deliver the best quality video to individual use
Interactivity is the key
Make it playful – make it engaging
Nintendog – change it to Virgin Bets possibly
The expansion encourage the younger users to play
with the ad . Users played more than once!
Most successful video:
• % Interaction rate
• % CTR
• % Full play rate
Track everything
What should you be concluding?
• Online video is showing how video can take static TV ads in a
new direction
• Digital video can deliver interactive, engaging and rewarding
results for both user and advertiser
The challenge for us all is using the right combination
of budget, creative and technology
to make the most of the online opportunities.
What is next?
In-games advertising revenues in the US
$72.00
2005
$182.00
2006
$295.00
2007
$403.00
2008
$518.00
2009
$589.00
2010
Source: Oppenheimer &Co. Inc., International Data Corporation, Yankee Group and Park Associates, 01/2007
Eyeblaster in-games, the solution
‘Try and buy’ model = Low conversion rate
Eyeblaster in-games = In-game ad solution which delivers branded
videos in various ad formats though single platform to realise more
revenue from casual games
Highlights
In game advertisements – Strong performances
• Games Related Info:
 2,752 game Installations
 6,010 game play
• Ads Related Info
 10,000 Video ads impressions
 52% of video ads played to the completion of the video !
 21.86% CTR !
Source: Eyeblaster
In game advertising
Innovative, unique and effective
• 15 sec, 30 sec high quality video (320 x 240 Up to 4.4MB) &
Image
• Full screen experience
• Click through option
• Detailed reporting (Video play, 25%, 50%, 75%, 100% and
average)
• Optimization of video quality based on user bandwidth
• Targeting based on game genre, sub genre, title, IP
THANK YOU!
[email protected]
www.eyeblaster.com