IAB Greece IMC: Marketing Challenges & Opportunities

Raghav “Rags” Gupta, VP Partner Development & Field Marketing, EMEA

“Show Me The Money!”

Introductions

© 2008 Brightcove, Inc. All rights reserved.

To Onoma Mou Ine “Rags”

© 2008 Brightcove, Inc. All rights reserved.

To Onoma Mou Ine “Rags”

MyselfBrightcove (US, UK): Partnerships, Marketing for EMEAAdvise digital media startups & VCs (Mocospace, 8tracks, et al)Formerly Live365 (digital music/internet radio)Blog: http://www.ragsgupta.com

BrightcoveOnline Video Platform: video content management, publishing, distribution/syndication, monetisationFounded by Jeremy Allaire (ex-CTO Macromedia, ColdFusion, etc)$91 M raised, 160 Employees, offices in Boston, NYC, Seattle, London, Hamburg, Beijing, Tokyo

© 2008 Brightcove, Inc. All rights reserved.5

Investors

© 2008 Brightcove, Inc. All rights reserved.

© 2008 Brightcove, Inc. All rights reserved.

Media Management

Video Publishing

Advertising

Analytics

Developer Tools

Online Distribution

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Selected Customers

Online Video Advertising: The Opportunity

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(In The US) Audience Is Growing…

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(In The US) Audience Is Growing…

80% in US watch online video at least once a month

© 2008 Brightcove, Inc. All rights reserved.

(In The US) Audience Is Growing…

80% in US watch online video at least once a month154 M viewers in US

© 2008 Brightcove, Inc. All rights reserved.

(In The US) Audience Is Growing…

80% in US watch online video at least once a month154 M viewers in US

© 2008 Brightcove, Inc. All rights reserved.

Worldwide As Well

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Worldwide As Well

YouTube has 344 M users worldwide! (comScore)

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Worldwide As Well

YouTube has 344 M users worldwide! (comScore)

© 2008 Brightcove, Inc. All rights reserved.

Leading To Revenue Growth

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Leading To Revenue Growth

Online video market in US forecast to be $850* M in ‘09

© 2008 Brightcove, Inc. All rights reserved.

Leading To Revenue Growth

Online video market in US forecast to be $850* M in ‘09

© 2008 Brightcove, Inc. All rights reserved.

Leading To Revenue Growth

Online video market in US forecast to be $850* M in ‘09

© 2008 Brightcove, Inc. All rights reserved.

Leading To Revenue Growth

Online video market in US forecast to be $850* M in ‘09

© 2008 Brightcove, Inc. All rights reserved.

Leading To Revenue Growth

Online video market in US forecast to be $850* M in ‘09

© 2008 Brightcove, Inc. All rights reserved.

Leading To Revenue Growth

Online video market in US forecast to be $850* M in ‘09

© 2008 Brightcove, Inc. All rights reserved.

Leading To Revenue Growth

Online video market in US forecast to be $850* M in ‘09

© 2008 Brightcove, Inc. All rights reserved.

Leading To Revenue Growth

Online video market in US forecast to be $850* M in ‘09

© 2008 Brightcove, Inc. All rights reserved.

Leading To Revenue Growth

Online video market in US forecast to be $850* M in ‘09

© 2008 Brightcove, Inc. All rights reserved.

Leading To Revenue Growth

Online video market in US forecast to be $850* M in ‘09

Representing growth rate of 44%*

© 2008 Brightcove, Inc. All rights reserved.

Leading To Revenue Growth

Online video market in US forecast to be $850* M in ‘09

Representing growth rate of 44%*

© 2008 Brightcove, Inc. All rights reserved.

Generally…

© 2008 Brightcove, Inc. All rights reserved.

Generally…

Growing medium

© 2008 Brightcove, Inc. All rights reserved.

Generally…

Growing medium

© 2008 Brightcove, Inc. All rights reserved.

Generally…

Growing medium

Audience is there (and growing)

© 2008 Brightcove, Inc. All rights reserved.

Generally…

Growing medium

Audience is there (and growing)

© 2008 Brightcove, Inc. All rights reserved.

Generally…

Growing medium

Audience is there (and growing)

Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)

© 2008 Brightcove, Inc. All rights reserved.

Generally…

Growing medium

Audience is there (and growing)

Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)

© 2008 Brightcove, Inc. All rights reserved.

Generally…

Growing medium

Audience is there (and growing)

Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)

Publishers of ALL types getting into online video

© 2008 Brightcove, Inc. All rights reserved.

Generally…

Growing medium

Audience is there (and growing)

Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)

Publishers of ALL types getting into online video

© 2008 Brightcove, Inc. All rights reserved.

Generally…

Growing medium

Audience is there (and growing)

Advertisers pay a premium over display ads ($12 - $25 CPM for RON inventory)

Publishers of ALL types getting into online video

BUT there are challenges…

Online Video Advertising: The Challenges

© 2008 Brightcove, Inc. All rights reserved.

Agency Ownership Unclear…

© 2008 Brightcove, Inc. All rights reserved.

Agency Ownership Unclear…

Does online video belong in digital / interactive?More logical fit but…Digital staff not necessarily used to creative requirementsBudgets are small

Or TV?Huge budgets but…TV buyers not used to online as a medium

Agencies beginning to integrate

© 2008 Brightcove, Inc. All rights reserved.

Agency Ownership Unclear…

Does online video belong in digital / interactive?More logical fit but…Digital staff not necessarily used to creative requirementsBudgets are small

Or TV?Huge budgets but…TV buyers not used to online as a medium

Agencies beginning to integrate

Publishers having to approach case-by-case

© 2008 Brightcove, Inc. All rights reserved.

Formats & Standards

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Formats & Standards

Pre-, mid-, post-rollsDuration?Synched with banners? Video ad pod?Definition of impression?

“New formats”: overlays, takeovers, other unitsPromising but lack scale

IAB & other industry consortia publishing standards (Brightcove participating in US & UK processes)

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Video Ad Pod

15 Second Pre-Roll

300x250 Expandable Banner

468x60 Leave-Behind Banner

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Invitational with Video Takeovers

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Invitational with Video Takeovers

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Invitational with Video Takeovers

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Invitational with Video Takeovers

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Overlay Ads

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Inventory & Context

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Inventory & Context

Inventory ParadoxLots of inventory unsold yet…Many sites are sold out!

Context of paramount importance

© 2008 Brightcove, Inc. All rights reserved.

Inventory & Context

Inventory ParadoxLots of inventory unsold yet…Many sites are sold out!

Context of paramount importance

© 2008 Brightcove, Inc. All rights reserved.

Inventory & Context

Inventory ParadoxLots of inventory unsold yet…Many sites are sold out!

Context of paramount importance

“Professional” content/context valuable; UGV less so

© 2008 Brightcove, Inc. All rights reserved.

Inventory & Context

Inventory ParadoxLots of inventory unsold yet…Many sites are sold out!

Context of paramount importance

“Professional” content/context valuable; UGV less so

Advertisers getting more used to UGV BUT professional content still trumps

YouTube revenue for 2008: ~ $100 M (Screen Digest)Hulu revenue for 2008: ~ $70 MHulu revenue could equal/exceed YouTube in 2009 with only 1/10 the traffic!

© 2008 Brightcove, Inc. All rights reserved.

Not (Yet) Accepted As Branding Medium

© 2008 Brightcove, Inc. All rights reserved.

Not (Yet) Accepted As Branding Medium

“The curse of measurability”

© 2008 Brightcove, Inc. All rights reserved.

Not (Yet) Accepted As Branding Medium

“The curse of measurability”

© 2008 Brightcove, Inc. All rights reserved.

Not (Yet) Accepted As Branding Medium

“The curse of measurability”

Online video CTRs high but that’s not the point!

© 2008 Brightcove, Inc. All rights reserved.

Not (Yet) Accepted As Branding Medium

“The curse of measurability”

Online video CTRs high but that’s not the point!

© 2008 Brightcove, Inc. All rights reserved.

Not (Yet) Accepted As Branding Medium

“The curse of measurability”

Online video CTRs high but that’s not the point!

Marketers & agencies need more data & case studies

© 2008 Brightcove, Inc. All rights reserved.

Not (Yet) Accepted As Branding Medium

“The curse of measurability”

Online video CTRs high but that’s not the point!

Marketers & agencies need more data & case studies

© 2008 Brightcove, Inc. All rights reserved.

Not (Yet) Accepted As Branding Medium

“The curse of measurability”

Online video CTRs high but that’s not the point!

Marketers & agencies need more data & case studies

Financial climate will impact desire to invest

Online Video Advertising: Best Practices & Recommendations

© 2008 Brightcove, Inc. All rights reserved.

Work With (IAB) Standard Formats…

© 2008 Brightcove, Inc. All rights reserved.

Work With (IAB) Standard Formats…

BUT format choice should also be based on your audience & content

© 2008 Brightcove, Inc. All rights reserved.

Work With (IAB) Standard Formats…

BUT format choice should also be based on your audience & contentPre-rolls in front of professional content okay (short duration)

© 2008 Brightcove, Inc. All rights reserved.

Work With (IAB) Standard Formats…

BUT format choice should also be based on your audience & contentPre-rolls in front of professional content okay (short duration)Run overlays early on in the video

© 2008 Brightcove, Inc. All rights reserved.

Work With (IAB) Standard Formats…

BUT format choice should also be based on your audience & contentPre-rolls in front of professional content okay (short duration)Run overlays early on in the videoPost-rolls are limited in effectiveness

© 2008 Brightcove, Inc. All rights reserved.

Work With (IAB) Standard Formats…

BUT format choice should also be based on your audience & contentPre-rolls in front of professional content okay (short duration)Run overlays early on in the videoPost-rolls are limited in effectiveness

© 2008 Brightcove, Inc. All rights reserved.

Experiment With New Formats…

© 2008 Brightcove, Inc. All rights reserved.

Experiment With New Formats…

(As long as it’s measurable)

© 2008 Brightcove, Inc. All rights reserved.

Experiment With New Formats…

(As long as it’s measurable)

© 2008 Brightcove, Inc. All rights reserved.

Experiment With New Formats…

(As long as it’s measurable)

© 2008 Brightcove, Inc. All rights reserved.

Drive Deeper Engagement Through Microsites

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Drive Deeper Engagement Through Microsites

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Drive Deeper Engagement Through Microsites

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Sell Sponsorships

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Paid Placements

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Optimise Inventory

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Optimise Inventory

Leverage ad networks, especially if you are not at scale

Run house ads to drive traffic & brand awareness

© 2008 Brightcove, Inc. All rights reserved.

Optimise Inventory

Leverage ad networks, especially if you are not at scale

Run house ads to drive traffic & brand awareness

© 2008 Brightcove, Inc. All rights reserved.

Syndicate To Trusted 3rd-Party Sites

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Syndicate To Trusted 3rd-Party Sites

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Syndicate To Trusted 3rd-Party Sites

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Purpose-Driven UGV Can Be Monetised

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Purpose-Driven UGV Can Be Monetised

© 2008 Brightcove, Inc. All rights reserved.

Purpose-Driven UGV Can Be Monetised

And finally…

Ἓν οἶδα ὅτι οὐδὲν οἶδα!

(Hen oida hoti ouden oida!)

And finally…

© 2008 Brightcove, Inc. All rights reserved.

Efharisto!

rgupta@brightcove.com

http://www.brightcove.com/products/advertising/ad-formats/

www.emarketer.com

www.newteevee.com/category/stats/

γειά σας!