Web tv initiative pres 09th feb 2011

9th February 2011

ContentsContents

The VOD Landscape

New VOD Ad Formats

Long Form Vs Short Form

Market Research (Incremental Reach Case Study)

The Future

The VOD LandscapeThe VOD Landscape

Over Over 1515 million people million people

Online Video in the UK: Online Video in the UK: Understanding the PotentialUnderstanding the Potential

In the UK are going to watchIn the UK are going to watch

200200 million videosmillion videos

TodayTodaySource: Comscore Video Matrix: December 2010 UK dateSource: Comscore Video Matrix: December 2010 UK date

Over Over 3535 million people million people

Online Video in the UK: Online Video in the UK: Video is Here and NowVideo is Here and Now

Are going to watch an averageAre going to watch an average

1717 hours of online video eachhours of online video each

ThisThis MonthMonthSource: Comscore Video Matrix: December 2010 UK dateSource: Comscore Video Matrix: December 2010 UK date

What Are People WatchingWhat Are People Watching

Source: Comscore Video Matrix: December 2010 UK dateSource: Comscore Video Matrix: December 2010 UK date

Web TV Exclusive PublishersWeb TV Exclusive Publishers

UK Video Spending (£m)UK Video Spending (£m)

Source: Enders AnalysisSource: Enders Analysis

+28% increase +28% increase 2008 - 2010 2008 - 2010

Whose Spending? Whose Spending? Web TV Campaigns (Dec 2010)Web TV Campaigns (Dec 2010)

86 Campaigns / 59 Advertisers86 Campaigns / 59 Advertisers

New VOD Ad FormatsNew VOD Ad Formats

To view go to www.webtventerprise.com/advertisers

Pre Roll IMPACTPre Roll IMPACT

Exclusive to WebTV

Create brand standout & recall

Ideal for entertaining creative

Delivering greater IMPACT & ENGAGEMENT

for your clients

RED - IMPACT Case StudyRED - IMPACT Case Study

Standard Pre Roll - 2.53% CTR IMPACT Pre Roll - 5.44% CTR

+ 115%

Pre Roll OverlayPre Roll OverlayOverlay solution developed to re-engage user Overlay solution developed to re-engage user

Pop up banner messaging appears during content

Encourages user interaction

Creative can be text based or a transparent banner

Saab - Pre Roll OverlaySaab - Pre Roll OverlayOverlay developed to Overlay developed to

push brochure uptake and promote test drivespush brochure uptake and promote test drives

Standard Pre Roll - 1.78% CTR Overlay Pre Roll - 3.37% CTR

+ 89%

Long Form Vs Short FormLong Form Vs Short Form

Long Form Vs Short Form “Debate”Long Form Vs Short Form “Debate”Top 20 Sites (Professional Content) Average Time Per Video

Comscore: Videometrix Oct 2009

Non Broadcast = 65% of Top 20. BBC is the only Terrestrial station to feature in ranking

Average 4.4 Minutes

Understanding Short formUnderstanding Short form118 118 wanted to increase top of mind awareness and brand consideration for their service.They were keen to understand the benefits of running their brand messaging against short form content to support their broadcaster activity Using Dynamic logic AdIndex, which uses control/exposed methodology they were able to measure the branding value of online campaigns.

ResultsResults

By adding short form pre roll advertising to a broadcaster only campaign ,118 achieved significant increases in their brand metrics after only a single exposure.Broadcaster catch up services didn’t achieve the same levels of brand uplift as short form , which suggests 118 were able to achieve greater cut through via short form pre roll.

AdIndex Score: Normative Benchmarking of Web TV and Broadcast Brand Metric Deltas*

More Video Destinations...More Video Destinations...

TV Broadcasters / Video Platforms / Portals / Networks / PublishersTV Broadcasters / Video Platforms / Portals / Networks / Publishers

Driving New Video Content...Driving New Video Content...TV Catch Up / Webisodes / Exclusive Short Form / Syndicated Short FormTV Catch Up / Webisodes / Exclusive Short Form / Syndicated Short Form

New Advertiser Opportunities...New Advertiser Opportunities...

Market ResearchMarket Research

Intro...Intro...• DL and Web TV partnered with GroupM to measure 3 simultaneous campaigns

running in 2010 on both TV and VOD.

• We interviewed almost 4000 consumers using a combination of site served and panel based surveys.

Lynx Scott Pilgrim16-34 Men 25-44 Wmn Teens

How we did it...How we did it...

How we gauge exposure...How we gauge exposure...

For How long?

For How long?

Channels?Channels?

When?When?

Cookie Data

Cookie Data

Traditional TV WebTVF.O.P.E.

F.O.P.E.

Spend vs. ReachSpend vs. Reach

Contribution to Reach

Proportion of Spend

91%

92%

9%8%

Web TV

Traditional TV

(16-34 FMCG spend example)

(3 Campaign Avg.)

Reach of the Campaigns...Reach of the Campaigns...

Web

TVTV

View in Slideshow modeStatic Version in Appendix

3 Combined

Reach of the Campaigns... Reach of the Campaigns... Among Lighter Among Lighter TV ViewersTV Viewers

29

Web

TVTV

(71% Total) (1

3% T

otal

)

If you only remember 3 things...If you only remember 3 things...

1. Heavy and medium TV viewers are well served by traditional TV.

2. The elusive Light TV Viewers are effectively and efficiently elevated in terms of campaign exposure through the addition of Web TV.

3. An overall Incremental Reach of 5% was gained across the 3 campaigns on Web TV for Light TV viewers.

The FutureThe Future

Advanced Targeting Advanced Targeting

• Web TV implementing new LiveRail ad-serving system to become VAST compatible

• Web TV aligned with audience panels including UKOM and Comscore

• Audience Science – Behavioural targeting across video platforms

Pre Roll MobilePre Roll MobileIn early discussion with our publishers to roll out a mobile offeringIn early discussion with our publishers to roll out a mobile offering

Travel Weather Business Food

Science Entertainment Automotive Horoscopes

Syndicated Channels PipelineSyndicated Channels Pipeline

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www.webtventerprise.comwww.webtventerprise.com