PowerPoint Presentation

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Origami Logic, Inc. Proprietary and confidential. Not for redistribution.

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Todays Speaker

Huiyan WongSenior Product Marketing ManagerOrigami Logichuiyan.wong@origamilogic.com

Coming soon to your inbox!

AgendaI. MeasurementII. Building CreativesIII. Viewability and Content QualityIV. Putting the Pieces TogetherV. Video Dashboard Example

10 minute attendee Q&A

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According to a 2016 IAB Video Upfronts Study on Advertisers and Agencies:Major Obstacles to Digital Video Ad Spendingof digital marketers have trouble measuring and proving ROI vs. other mediaof TV-primary buyers have concerns with complexity of executing a buyof TV-primary buyers have concerns with viewability and content quality % 40% 42% 37

https://www.iab.com/wp-content/uploads/2016/04/2016-IAB-Video-Ad-Spend-Study.pdf

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Origami Logic, Inc. Proprietary and confidential. Not for redistribution.5Video Amplifies Brands More Than any Type of Media

Brand Olympics 2016: Tracking 40 brands across all social channels5

3 Phases of Planning Successful Digital Video Campaigns

I. Establish Measurement Foundation to Prove ROIII. Build Creatives that Support KPI measurementIII. Source Inventory & Address ViewabilityKPIs

Key metrics

Publisher reportingCreative versions

Ad formatsAd deliveryTargeting audiences

Premium vs. non-premium

Inventory Channels

Viewability/Fraud

Highlight importance of measuring cross-channel.6

I. Build a Foundation ofMeasurement to Prove ROI

Identify KPIs & Establish Benchmarks EARLYChoose KPIs/metrics that support brand goalsFigure out who can provide these metrics Build custom metrics if necessary Origami Logic, Inc. Proprietary and Confidential. Not for redistribution.8Brand GoalStandard Digital Video MetricsBuilding Custom MetricsAwarenessReachImpressionsView Time, Video Completion Rate (VCR)Brand Awareness/Lift/RecallEngagementView TimeVideo Completion Rate (VCR)User interactionsClick-through rate (CTR)Brand Awareness/Lift/RecallConversionsCost per Completed View (CPCV)Cost per Click (CPC)Cost per conversion (custom)

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Audience Poll Question

Origami Logic, Inc. Proprietary and confidential. Not for redistribution.9

Pop Quiz: What is an Impression?Each time a video can be viewed when it enters a persons screen.

When the video has buffered enough to start playing.

When the video is at least 50% in-view for 2 seconds. Origami Logic, Inc. Proprietary and confidential. Not for redistribution.10All publishers define metrics differently!

- Facebook- Twitter- DoubleClick Campaign Manager (DCM)4. All of the Above

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Review Publisher Metrics and Definitions Origami Logic, Inc. Proprietary and Confidential. Not for redistribution.11

Standard Industry Definition(IAB)YouTubeFacebook

TwitterIMPRESSIONS"Measurement of responses from a Web server to a page request from the userbrowser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to opportunity to see the page by the user. "

Views: The number of times people watched or engaged with your video ad.

Note: TrueView video ads views will count toward a public YouTube view count only if the video is longer than 11 sec.Impression: Each time an ad can be viewed when it enters a persons screen on the Facebook Audience Networkvideo_total_views = views which are at least 50% in-view for 2 seconds, per the MRC standard. This MRC view is used for the default VIEW bid_unit for Video View campaigns.

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Track Brand Awareness, Lift and Recall Survey Metrics Origami Logic, Inc. Proprietary and confidential. Not for redistribution.12

TwitterYouTube

VizuMillward Brown/Insight Express

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II. Build Creatives that Support Your KPIs

Build Creatives for Different AudiencesInvest in creative production:Produce multiple versionsTailor creatives to your target audienceKeep it shortClear CTAVisual tells a story on its own- makes sense with audio off

- Pine-sol created a separate creative targeted to the most popular keyword-searches on Youtube to align their content with audience interests14

Review the Different Ad Formats AvailableReview ad formats available: Pre-roll, Interactive interstitials, Outstream and Native video ads

Review interesting custom executions and explore the myriad of interactions available.15

Ad Delivery Tags vs. Metrics Measured Origami Logic, Inc. Proprietary and confidential. Not for redistribution.16Ad Delivery TagsAd Format SupportedMetrics MeasuredVASTPre-roll, Companion AdsImpressions, Clicks, Plays, Quartiles, Completes, Mutes, Pauses, Expand to full screen(Most widely accepted)VPAIDRich Media, Interstitials, Native ads, Outstream adsAll VAST metrics and the following:Richmedia InteractionsViewability

(Usually used for custom executions)

MRAIDMobile specific adsAll VAST and VPAID metric deliveries, but on mobile devices

Ad Delivery tags enable video creatives to interact correctly with publishers native video players

Different types of ad delivery tags enable different metrics to be tracked

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Creative ChecklistDoes my creative:Track important metrics?

Render correctly across devices?

Display correctly on the inventory Ive bought?

Deliver brand messaging effectively without being too long and audio off?

Origami Logic, Inc. Proprietary and confidential. Not for redistribution.17

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III. Source Quality Inventory and Address Viewability

Audience Targeting and Premium InventoryTargeting options:1st party data: CRM data2nd party data: Publisher data3rd party data: Acxiom, BlueKai, Lotame, Datalogix and more

Premium vs. Non-Premium: No clear industry definitions (publishers are ranked only by impression volume eg. Comscore Video Metrix)Improve campaign ROI by buying inventory on site with high audience overlap

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Caveats of Different Buying Channels Origami Logic, Inc. Proprietary and confidential. Not for redistribution.20

Publisher DirectPros:Buy sites with high target audience overlap100% SOV placements availableExecute complex creatives

Cons: Inventory sells out quicklyVideo Ad Networks:Pros:Scale out media buys across more publishersTarget audiencesExecute complex creatives

Cons: Low transparency; buy inventory categoriesProgrammatic:Pros: URL transparency Granular audience targetingReach many publishers

Cons: Limited creative executionsFraudulent traffic is more commonLower viewability ratesSocial networks:Pros: Good testing ground for new creativesRich engagement metrics

Cons: Newer networks (Instagram, Pinterest, Vine) have less reach

Address Viewability and Fraud ProactivelyViewability rates are the percentage of ad impressions which count as being viewed. A viewed impression is described as being at least 50% on screen for two continuous seconds (MRC).

Overall viewability rates: 48%Publisher direct: 62%Programmatic: 38%

Proactive solutions:Implement 3rd party viewability tagsWork with publisher to make sure they support viewability tagsAgree on threshold viewability rates before campaigns launch.Ask about how they prevent fraudulent traffic on their network.

Origami Logic, Inc. Proprietary and confidential. Not for redistribution.21

VISA- FIFA CAMPAIGN did not get started, detected by campaign dashboard when tags did not go live.21

IV. Putting the Pieces Together

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A Strong Measurement Foundation Gives You the Whole PictureTracking at a granular level is crucial for making data-driven optimization decisions and proving ROI

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About Origami LogicPurpose: Helping Global Brands Master Their Marketing Performance

Simplify campaign measurement across marketing channelsIncreased transparency into all your dataAgile collaboration - agencies and internal partnersAccelerate time to Insight

InsightStudio

Open PlatformUnified DataEngineOur PlatformSelf-Service & Rapid Deployment

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Automated

Integrated

Designed for the Marketer

Self-Service Capable

Adaptive Design / Future-Proof

Enterprise ReadyHow It Works

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V. Video Dashboard Example

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Develop a Process for DV Campaign Measurement and Optimization Origami Logic, Inc. Proprietary and confidential. Not for redistribution.27CAMPAIGN LAUNCHIN-FLIGHT OPTIMIZATIONS CAMPAIGN ENDS/ROI REVIEWCAMPAIGN PLANNING

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Thank you! Questions?

Learn Morewww.origamilogic.cominfo@origamilogic.com

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