Video advertising killed the TV star
Eyeblaster University, Spain, 2007
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 EMEA
Total ad spend
$124.84 billion
5.58%
6.20%
Internet 6.2%
$7.75 billion
6.72%
33.43%
TV
Newspaper
Magazines
Out of home
16.95%
Internet
Radio
31.12%
Source: PricewaterhouseCoopers and Wilkofsky Gruen Associates, 06/2006
Online ad spending is on the rise
€310 million were spent online in Spain in 2006
Online Ad Spending Growth Rate in Spain and the EMEA Region
2007-2010
11%
2010
5%
14%
2009
Western Europe
11%
Spain
2008
20%
13%
25%
2007
Source: PWC and Wilkofsky Gruen Associates, 06/2006
15%
Online ad spending is on the rise
Online video ad
spend in Spain –
2006
€millions 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
Adidas
• Wanted to use TV ad in an engaging way
• Cut ad into 8 clips
• User could ‘remix’ the ad and send to a pal
• 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
Mission Impossible 3
• 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:
10%
31%
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, 3/2006
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
Mini
• Created for the launch of Mini
• Delivers the message with video,
interaction and humour
Result: High interaction.
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 videos
Utilitse advanced technology
Lynx
• Video is created simultaneously with the
TV advert
• 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 ‘sticky’
Nintendog
Video encourage younger users to play
with the dog. Users played more than once!
Most successful video:
• 39.92% Interaction rate
• 0.63% CTR
• 21% 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
2005
2006
2007
2008
2009
2010
$72.00
$182.00
$295.00
$403.00
$518.00
$589.00
Source: Oppenheimer &Co. Inc., International Data Corporation, Yankee Group and Park Associates, 01/2007
eb. in-games, the solution
‘Try and buy’ model = Low conversion rate
eb. 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