1. REVENUE REALITIES
OF ONLINE DISPLAY
The Video RTB Perspective
Michael D’Ambrosio
Publisher Services Manager
16 November 2012
2. “RTB is a paradigm shift…
it’s a foundational evolution
that sets a new standard for
buying.”
(Forrester Research)
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3. RTB DISPLAY VERSUS VIDEO
WHY IS VIDEO SO FAR BEHIND?
Display Video
Significant availability of both Supply constrained,
Supply tier 2 & increasingly premium particularly for premium
Greater emphasis on high Greater emphasis on flighted,
Optimization frequency retargeting & guaranteed delivery against
prospecting. Direct Response. reach / frequency targets.
Branding Tool
Mature industry standards for Still challenges for standardizing ad
Standards exchange-based display serving responses, formats and
transactions players
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4. RTB VIDEO
WHEN IS RTB USEFUL?
Custom Time-Sensitive Cost-Efficient
Audiences Campaigns Reach
Leveraging RTB to
facilitate delivery of a Using flexibility of Delivering high-
targeted segmentation RTB to manage reach, low-cost
plan which requires short bursts of campaigns
access to flexible supply
inventory sources
e.g. Access exchange based
demand to deliver cost efficient
reach
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5. THE PLAYERS IN RTB VIDEO
WHAT’S THE RIGHT SOLUTION FOR YOU?
Demand Side Exchanges Supply Side
Platforms Platforms
Advertisers
Publishers
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6. GETTING READY FOR RTB
WHAT CAN YOU DO?
Content is the foundation of Value
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8. GETTING READY FOR RTB
USERS’ LOYALTY CAN BE MEASURED
Synergy between ads and content drives results
85%
I expect the ads on Marie Claire
to be of a higher quality
than portal sites
Content of the ads was matched
to the content of the sites
How do you put a value on trust?
+71%
uplift in brand association
x2
uplift in purchase intent
+69%
uplift in brand favourability
Exposed vs. Non-exposed results
Source: IPC Media AdPace research
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11. GETTING READY FOR RTB
WRESTING CONTROL
Living with Nielsen OCR or Comscore VCE
• This will happen in 2013.
• Group M USA are already
only paying for impressions
that are in their target
audience.
• How do you take back
control?
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12. GETTING READY FOR RTB
THINK ABOUT MULTI-PLATFORM
In-Stream Pre-Roll
In-Stream Pre-Roll
In-Stream Pre-Roll
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13. GETTING READY FOR RTB
CASE STUDY
The Challenge
Help a National Online Retailer leverage Collider Media’s Vault Technology™ to
acquire leads via mobile advertising and determine viability of the channel for
on-going marketing efforts
Target Audience Actual Responders Campaign
• Gender: Female • Gender: Equal Male and Female
• Income: 75K+ • Income: Range was lower than expected 25K. Above 90K
• HH: with Children offers had no real impact
• Age: 30+ • HH: Equal HH with children and without Children
• Age: 25+
The Brand’s initial investment of about $15K yielded mobile
purchases which exceeded $200K in net revenue sales.
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14. THE SUMMARY
KEY POINTS
• Video RTB is still a tiny fraction of the VOD spend
• RTB is great for non-differentiated inventory, time-sensitive supply,
to reach a niche audience and or simply to make the most of reach
• Content is the foundation of value
• Simple things can make a big difference
• A multi-platform approaches for VOD is ideal
• Think about which RTB solution works best for you
• Content + Data is the best way to build value
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15. REVENUE REALITIES
OF ONLINE DISPLAY
The Video RTB Perspective
Many Thanks
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