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Video Versioning
- 1. May 2013 Video Versioning Italian Sales Team 8/1/2013©2013 Digital Generation Inc. All rights reserved 1
- 2. “A strategy for increasing TV advertising’s effectiveness and reach through digital channels.” 8/1/2013©2013 Digital Generation Inc. All rights reserved 2
- 3. Conventional Rich Media Video Timeline • Media Campaign set up Rich Media video and Standard grouped together • Encoding of video long and complicated process • Creative build and approval video and standard assets produced together • Publisher testing and approval at the mercy of the publisher for last phase • Usually 1 – 3 week process 8/1/2013©2013 Digital Generation Inc. All rights reserved 3
- 4. Digital campaigns were rarely synched to TV campaigns 8/1/2013©2013 Digital Generation Inc. All rights reserved 4
- 5. Video Versioning • FTP set up to facilitate exchange of video resources • Encoding by media agency following a set procedure • No creative build or approval. Video Versioning ! media agency swaps the assets and update the SV • Pre-Certified publishers no testing or approval required by publishers • Usually 2 – 3 day process 8/1/2013©2013 Digital Generation Inc. All rights reserved 5
- 6. Video versioning synchronizes TV spots to multiple Digital channels 8/1/2013©2013 Digital Generation Inc. All rights reserved 6
- 7. Mvideo formats (Groupm) 8/1/2013©2013 Digital Generation Inc. All rights reserved 7
- 8. 8/1/2013©2013 Digital Generation Inc. All rights reserved 8
- 9. 8/1/2013©2013 Digital Generation Inc. All rights reserved 9
- 10. 8/1/2013©2013 Digital Generation Inc. All rights reserved 10
- 11. 8/1/2013©2013 Digital Generation Inc. All rights reserved 11
- 12. 8/1/2013©2013 Digital Generation Inc. All rights reserved 12
- 13. Tweb formats (Carat) 8/1/2013©2013 Digital Generation Inc. All rights reserved 13
- 14. (Carat) 8/1/2013©2013 Digital Generation Inc. All rights reserved 14 CARAT (TWEB) – Flash Expandable
- 15. (Carat) 8/1/2013©2013 Digital Generation Inc. All rights reserved 15 CARAT (TWEB) – Flash Expandable
- 16. 8/1/2013©2013 Digital Generation Inc. All rights reserved 16 CARAT (TWEB) – HTML5 Expandable
- 17. A multi-channel approach over time 8/1/2013 17 Constantly evolving expandable formats VAST evolving towards VPAID HTML5 2011 2012 2013
- 18. The Numbers 8/1/2013©2013 Digital Generation Inc. All rights reserved 18 0 100 200 300 400 500 600 700 800 2011 2012 2013 Mvideo revenue (Euros) 0 200 400 600 800 1000 2011 2012 2013 Overall revenue (Euros)
- 19. Two different approaches, same goal. 8/1/2013©2013 Digital Generation Inc. All rights reserved 19
- 20. Siege style (or expedition style) refers to mountaineering which involves setting up a fixed line of stocked camps on the mountain which can be accessed at one's leisure. 8/1/2013©2013 Digital Generation Inc. All rights reserved 20 Alpine style refers to mountaineering in a self-sufficient manner, thereby carrying all of one's food, shelter, equipment etc. as one climbs, Additionally, alpine style means the refusal of fixed ropes, high-altitude porters and the use of supplemental oxygen.
- 21. 8/1/2013©2013 Digital Generation Inc. All rights reserved 21 Alpine v.s Siege • Get very lost • Lose your fingers and toes • Get left behind • Die from a Pulmonary edema • Get very bored waiting around • Argue with the porters • Run out of time • Die of starvation
- 22. 8/1/2013©2013 Digital Generation Inc. All rights reserved 22
- 23. 8/1/2013©2013 Digital Generation Inc. All rights reserved 23 Our approach to Groupm (Mvideo) • Only 2 people client facing • Decisions made quickly • Frequent risk taking • Expert crisis management • Ability to adapt as a team to frequently changing directions • Constant exchange of ideas and brainstorming • Dodge the red tape • Propose innovation • Emphasis on ROI/GRP compared to user-experience
- 24. 8/1/2013©2013 Digital Generation Inc. All rights reserved 24 Our approach to Carat (Tweb) • Decisions made slowly and democratically • Clear milestones set with client • Made our “physical” presence felt in their office • Train and train again • Thorough testing and QA • Only propose change when absolutely necessary • Exploit Groupm’s well beaten certification track • Emphasis on user-experience and brand protection • Patience and persistence
- 25. 8/1/2013©2013 Digital Generation Inc. All rights reserved 25 Challenges • Copy cat formats both from publisher and agencies. • Reporting Cross Advertiser activity is difficult to analyse on a macro scale • Video metrics Video Started Rate often depended on Publisher’s page • Territory Isolation. Getting R&D, Custom Dev and 2nd tier involved • Alpha/Beta Isolation
- 26. 8/1/2013©2013 Digital Generation Inc. All rights reserved 26 Keys to success for Video versioning • Find large agency that is able to leverage a powerful position • A highly technical creative team • Self-service Agency • Publisher Certification and support • Smart Versioning • Get on every Beta program out there • Take risks. Say yes and worry later • Persistence • Flexible Team (both in terms of deadlines and procedures) • Ring-fencing clients to prevent conflicts of interest • Adapt to the client’s approach
- 27. Different styles. Same mountain. . 8/1/2013©2013 Digital Generation Inc. All rights reserved 27
- 28. 8/1/2013©2013 Digital Generation Inc. All rights reserved 28
- 29. Thanks. Your turn 917.123.456 myemail@dgit.com www.dgit.com 8/1/2013©2013 Digital Generation Inc. All rights reserved 29
Notas del editor
- 2 succ
- building a customised video player for every campaign
- TV advertising oftenhas shortshelf life, specialoffers, seasonal, eventsetcTV adswereoftenslashedbecauseitwastoo late to show them
- Smart versioning and self service clients are key to the success
- Notes: Both Channels can really start to complement each other.Auto start video with high impact format. Closer to GRP model.Value added social functionality that was previously difficult for creative agencies to build consistently.
- Media agency set up the campaignencode video from FTP siteUpload video to the platformDuplicate AdSwap assets and update SV (content management system for our banner)Bang – Online in 2 days !Expandable banner, HTML5, VPAID – all with the social toolbar and fcuntioanlity
- What are wegiving clients in terms of valueadded – social connectivity and otherfunctionality
- QR codesForms for lead generationFlexibility in terms of layoutAllcontrolled from SV
- For inventorythatexpandsacrosstabletsVPAID
- Subtledifferences – more userorientateddemonstrate Smart versioning flexibility and social toolbar.
- demonstrate Smart versioning flexibility and social toolbar.
- demonstrate Smart versioning flexibility and social toolbar.
- Westarted with Rich Media whichisnowleveling outIn-StreamgrowingrapidlyMobile seedling
- Due to the groupm deal the graph doesn’t reflect the continued growth we have seen with them. We have already done 75% of the total volume for 2012
- Eachhasinherentpros and consAlpine – no campsAlpineThe problems encountered while alpine style climbing are related to lack of support and potentially the lack of acclimatization associated with spending less time at high altitudes. Some of the mostamazingaccentshavebeen made in this way in incredibletimes and extemelydifficultmountains. Messner and BuhlSeige: Could be viewed as slow and heavy, where climbers may use porters, pack animals, glacier airplanes, cooks, multiple carries between camps, usage of fixed lines etcEachhasinherentAdvantages
- Alpine style refers to mountaineering in a self-sufficient manner, thereby carrying all of one's food, shelter, equipment etc. as one climbs, as opposed to expedition style (or siege style) mountaineering which involves setting up a fixed line of stocked camps on the mountain which can be accessed at one's leisure. Additionally, alpine style means the refusal of fixed ropes, high-altitude porters and the use of supplemental oxygen.Eachhasinherentpros and consAlpineThe problems encountered while alpine style climbing are related to lack of support and potentially the lack of acclimatization associated with spending less time at high altitudes. Some of the mostamazingaccentshavebeen made in this way in incredibletimes and extemelydifficultmountains. Messner and BuhlSeige: Could be viewed as slow and heavy, where climbers may use porters, pack animals, glacier airplanes, cooks, multiple carries between camps, usage of fixed lines etcEachhasinherentAdvantages
- So Groupm needed someone they could trust to deliver under these conditions. Thanks to our history of fast support and technical ability they trusted us to deliver. Michele got the right message to the right people high up in Groupm and won the original pitch against Eyewonder. From then on the only Michele and myself were client facing to facilitate their approach.Michele hasworkedreally hard constantlynegotiatingdeadlinesbetweenus and Groupm. He’s a gooddiplomat and very «furbo» sly.Veryexciting and forwardthinking client to work for, constant flow of ideas and innovative approach.
- So up until 2 years ago Caratworkedonly with DC and werenotinterested in changing the status quo. Thatisuntil Michele and Francesco made the initialbreakthrough with a copy catversion of Mvideo. Caratthenpassed to Stefania who made a realbreackthroughclosing a rich media exclusivity deal.Herapproachwassomething I can only equate to Japanese water torture. She set up hertent in their office and didntgive up untiltheysigned the deal. Stefania waspreviously a Media Account manager bothat MDMD and MSN so shewasable to pitch the usability of platform from an operationspoint of view, demonstrating a proffesional and veryreassuringapproach to Carat.Our creative team went through slow and frustrating process for approval and Q&A. The value of the approach however is a more scalable,robust end product than Groupms. Caratnoticed the Video StartedRates (how long ittakes for a video to start) and wereconcernedabout a negativeuserexperiencedamaging the clients reputation. InterestinglyGroupmalsonoticedthis delay butwereonlyconcernedabout VideoStartedrates in the reports Their big sellingpointwas in terms of extending/complementing TV campaigns. So clients onlysawthis in terms of a lower GRP and not a negative userexperience.
- Latest news on video versioningcame in yesterday, lookslikewewill be working with Havastoonow. So fingerscrossed.