Eyeblaster
In-Stream
Video
Solution Overview
Eyeblaster Confidential - For Internal Use Only
Agenda
• Introduction
• Market status
– Landscape
– Challenges
• Solution
– Features & Capabilities
– Process
• Benefits
– For Agencies
– For Publishers
Timeline of rich media advertising
Intrusive vs Immersive advertising…
“0.5%”
“Information Source to Entertainment Stream”
100%
90%
InGame video launches
70%
Video standard in all formats
Purpose shot video begins
50%
30%
20%
Broadband
Penetration
Symantic Web
‘Web 3.0’
% of ads
using video
‘PreRoll’ ads before
online video content
60%
40%
InStream interactive
video within player
Offline video & sponsorship
80%
Mobile & IPTV
“5%”
Eyeblaster
launches the
‘Floating Ad’
Cross-Channel
advertising formats
Desktop applications
First 2MB Video Ad
Re-purposed TV
Cross-Network advertising
Behavioural & Sequential ads
10%
Rise of the ‘Smart Ads’
N O N – B R O W S E R
0%
2001
2002
2003
2004
2005
2006
2007
2008
B A S E D
2009
2010
Introduction
• What is inStream video advertising?
– Playing a short video ad (usually up to 30 seconds long) within a player
before the content (Pre-roll), after the content (Post-roll) or within the
content playback (Mid-roll)
• See a live sample here
• Pre-roll video inventory has grown in 105.2% annually
(CAGR) between 2001 – 2006 (source: eMarketer)
• But is about to explode between 2007-2011
Instream opportunity
•
•
Premium inventory
No-longer dedicated video portal/Ents stream
– can be ROS on any content page
•
Multiple instream per page impression (stay on same page)
– Can appear anywhere and as may times per content stream
– pre, mid, post + multiples thereof
•
New revenue stream
– TV budgets complementing existing online
• instream currently 1% of TV
• 15% by 2011 = to online display
•
Complemented by companion with interactive
– intrusive + immersive
– no need to click away, deliver everything to user
•
•
Reach/frequency – people/content – not impressions
Consolidated reports
Online TV ad spend: $10bn globally by 2011
Market Status
•
Landscape:
–
–
–
•
Publishers are using different
technologies (WMP, Flash, etc.)
Many big publishers have
proprietary player
implementations (usually based
on Flash)
Some use 3rd party ad
management and player
solutions (e.g., Brightcove)
Challenges:
–
–
Ad
Agency
–
–
–
Ad
management
Publisher using
Brightcove
Ad
management
Ad
management
Ad serving &
tracking
Ad serving &
tracking
Agencies have to send over video files or
tapes to every publisher separately in the
specific format it supports
Agencies cannot modify or swap creatives,
perform optimization or change clickthru
URLs mid campaign
Publishers have to manage the ads and run
tracking using internal ad-servers
Agencies can’t get uniformed and
consolidated tracking and analytics
Agencies can’t provide 3rd party tracking with
delivery, reach & frequency and performance
Ad serving &
tracking
Publisher using
WMP
Publisher using a
proprietary Flash
implementation
Solution – Features & Capabilities
•
Universal 3rd party video ad-serving - across different player
technologies and implementations
–
–
–
•
•
•
•
Windows Media playlist support
Generic player support
Full Brightcove integration
Video files hosting and serving using our CDN partners
Automatic encoding to 12 versions (3 formats for 4 bandwidths)
Automatic bandwidth detection and serving
Full tracking*:
–
–
–
–
Delivery, reach & frequency
Video progression (start, end, 25%, 50%, 75%)
Click, fullscreen, pause, play, mute, unmute, and more
Integrated with Eyeblaster new analytics application
* Tracking availability depends on specific publishers capabilities
VideoStudio – setting the new standard
One single package - multiple videos to match user environment
•
Auto-detection of plug-in
– Flash 7
– Flash 8
– WMP
Solution – Process
•
•
•
•
•
•
•
Ad Agency
Agency uploads (or sends) assets to
Eyeblaster in any format
Eyeblaster encodes 12 versions (3 formats
for 4 bandwidths)
Agency creates one unified media plan
across publishers
Publisher generates tags/xml for its
specific player technology/implementation
and places them in player / publisher adserver
Eyeblaster manages the ads and serves
them to all publishers using CDN
Eyeblaster collects tracking info from all
publishers
Agency analyzes campaign across
publishers in Eyeblaster Analytics
Ad
management
Ad serving &
tracking
B/C
XML
Publisher using
Brightcove
WMP
Playlist
Publisher using
WMP
Generic
Links
Publisher using a
proprietary Flash
implementation
Solution – Benefits
•
Ad Agency
Benefits for the agency:
–
–
–
–
–
–
–
•
Stop sending videos to multiple publishers (quicker
turnaround and save money)
Work in one format, let EB worry about conversions
One unified media plan and serving across
publishers
Flexible mid campaign management (change
creatives or clickthru URLs, optimize campaign, …)
Advanced, unified tracking across publishers
Use standard EB tools for trafficking and analytics
Provide comprehensive 3rd party tracking
Ad
management
Ad serving &
tracking
B/C
XML
WMP
Playlist
Generic
Links
Benefits for the publisher:
–
–
–
–
Avoid overhead of internal ad management
(increase scalability and turnaround)
Avoid video encoding and simplify campaign rollout
operations
Increase accessibility and usability for ad agencies
Continue using specific/proprietary player solution
Publisher using
Brightcove
Publisher using
WMP
Publisher using a
proprietary Flash
implementation
InStream technicalities
•
•
Sound ON
Up to 30secs
–
•
•
Full Screen
Video package – one size fits all (bandwidth or plug-in)
–
•
2sec bumper, 10-15 sec recommended or 30-sec TV
Usually set-up as 4.4MB to allow for scaling
Advanced Delivery options (not just impressions)
–
Set to every 3 mins, irrespective of viewing many clips within that time
•
Works with Companion Banners to give creative freedom
•
Flash: Has cross-platform compatibility and Interactivity (WMV doesn't)
–
–
•
WMV: Has streaming quality and DRM protection (Flash doesn't)
–
–
•
Suitable for short-length content
We are Brightcove compatible
Both required for 30min IPTV shows.
We are WMV direct compatible and working with Roo and Narrowstep
Silverlight: Promises to address it all... (?!) –
Eyeblaster already is compatible
pics
InStream
Ents Portal
Companion
Companion
pics
Companion
InStream
ROS
InStream
Initial Solution
Proposed Ideas
OnPage
InPlayer
 TV style ad + companion
 Uses upto 30 second linear footage
 Companion banner allows
interactivity
 No need to click away





No need for page / companion
Allows power of TV plus interactivity
Ads can be dynamically inserted
Content and ads can be seamless
Allows option to removing the fixed adbreak slot
Consumer Behaviour Tracking (pre-click)
During The Campaign
Behavioural Sequencing
 User interactions determine what ad
is shown next coaxing user through
decision making cycle
 Unlimited creative ‘paths’ help
improve conversion rates catering to
users at different stages of decision
making cycle
Prior to Campaign
Behavioural Re-targeting
 Re-target ads based on previous
consumer behaviour on media properties
(across domains)
 Cross sell/Up sell to maximise ROI
 Build valuable user database over time
 who have never visited your site
 visited your site
 active participants on your site