Digital Video

10.18.07Cary Tilds

What’s Next…..

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Entertainment

Communication

Shopping

VOD ShowcaseIn-market Websites

Corporate Website

Search Contextual - specific

Enthusiast (or not so enthusiast)

CGV

Pre-roll Broadcast Online

Stand Alone Corp Gen Social Video

Pre-roll Online Only ContentPre-roll Online Only Content

Search

Product F&B Webisodes

Instructional Webisodes

Brand Experience Webisodes (brand is the star)

Contextual -lifestyle

Search

Live streaming video

Digital Video Advertising Opportunities

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•Brand perception measurements provide the qualitative data to track video performance on measurements like:

• unaided/aided brand awareness • brand favorability • purchase intent, and even actual subsequent buying behavior • audience analysis information including audience demographics and return on frequency

•Plan at least 5 weeks before the campaign starts to accurately study the video affects

Video Ad Qualitative Success Measurements

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Video Ad Quantitative Success MeasurementsSuccess Determined by Each Funnel Level Benchmark

Time per userTime spent to get to the clickTime spent to get the interactionTime spent to get the handraiserTime spent to get the leadTime spent to get the sale

Time per userTime spent to get to the clickTime spent to get the interactionTime spent to get the handraiserTime spent to get the leadTime spent to get the sale

TIMETIME

Placement Size Impressions Video Starts Video Panel Impressions Video 25% Completion Count Video 50% Completion Count Video 75% Completion Count Video 100% Completion Count Mute Activities Pause Video Activities Play Video Activities Replay Video Activities Restart Video Activities Stop Video Activities Un-mute Activities

Placement Size Impressions Video Starts Video Panel Impressions Video 25% Completion Count Video 50% Completion Count Video 75% Completion Count Video 100% Completion Count Mute Activities Pause Video Activities Play Video Activities Replay Video Activities Restart Video Activities Stop Video Activities Un-mute Activities

Base MetricsBase Metrics COSTCOST

Cost per impressionsCost per startsCost per completionCost per activityCost per handraiserCost per leadCost per sale

Cost per impressionsCost per startsCost per completionCost per activityCost per handraiserCost per leadCost per sale

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0.40%

0.47%

0.74%

0.10%

In-stream

Standard

Expandable

gif/jpeg image

Click-through Rate by Format

0.13%

0.28%

0.29%

0.32%

0.11%

Replay

Pause

Stop

Mute

Unmute

Video Control Panel Interaction Rates

What rich media and video advertising formats will capture the consumer’s attention? In-Stream Video Ads Click Through Rate Over Seven Times that of Image Based Online Ads

Source: Video Advertising Benchmarks, DoubleClick, February 2007

Online Video Market Report, Analytics Solution Center, June 2007 (AOL Media Networks)

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Source: Advertising.com Online Video Study, Advertising.com, January 2007

0.12%

0.53%

0.54%

0.60%

0.71%

0.87%

0.63%

0.57%

0.06%

Gaming

Careers

News and Information

Business

Autos

Entertainment

Sports

Travel

Health

Online Video Ads Click-through Rate by Content Channel

(Q4 2006)

0.72%56%Content-rich/content-

specific Web sites

0.52%43%Run-of-network

advertising

0.35%52%Brand-name, premium

Web sites

CTREnd-Plays

TotalTargeting Approach

0.72%56%Content-rich/content-

specific Web sites

0.52%43%Run-of-network

advertising

0.35%52%Brand-name, premium

Web sites

CTREnd-Plays

TotalTargeting Approach

Online Video Market Report, Analytics Solution Center, June 2007 (AOL Media Networks)

What will help create a powerful connection with consumers? Targeting by Content Category Provides Sizeable Lifts in Impact and Performance

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Video Communication - Bosch AutoParts Example

Companion Ads Next to Product Demonstration

Successful in Metrics Due to Relevance of the Placement that Provided Value to the Customer

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Video Shopping – Swap Your Ride Example

Video within Rich Media Units – Placed on sites where people may be shopping for a new car

Successful in Metrics Due to Relevance of the Placement that Provided Value to the Customer

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Video Shopping – Vibrant Media Example

Video within Rich Media Units – Keyword Targeted

Successful in Metrics Due to Relevance of the Placement that Provided Value to the Customer

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A formal, public plug for a good media proposal…

Video opportunities in the digital space that ONLY contain sparkly pictures and audience reach are NOT ENOUGH anymore….

Provide us with a plan that uses the qualitative and quantitative metrics outlined today to forecast and predict the potential ROI on the interactive components of the proposed opportunity!

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THANK YOU