How RIA Advertising Works (And a Little Bit About Brightcove)

How RIA Advertising Works(And a Little Bit About Brightcove)

Brian Deitte and Melissa Gregory

© 2009 Brightcove, Inc. All rights reserved.

What’s The Plan?

A Little Bit About Us

A Little Bit About Brightcove

The Life of an RIA Ad

(aka, How RIA Advertising Works)


A Little Bit About Brian

Flex/Flash/Java developer at Brightcove. Find me at http://deitte.com or http://twitter.com/bdeitte

Matt Chotin punched me at the first 360Flex.


A Little Bit About Mel

Flex/Flash/Java Developer at Brightcove

Brian Deitte punched me at my first 360|Flex (just now)


A Little Bit About Brightcove

Brightcove is the leading online video platform

Players are lightweight and customizable

Management tools built in Flex 3

Customers span the range in terms of size and focus

Express offering starting at $99/month


Brightcove Studio

6


Brightcove Studio


Brightcove Players

Hundreds of millions of player loads

Players have to be lightweight and fast

Built on AS3, with a custom extensible framework


Brightcove Players

Styles and themes can be changed easily


Brightcove Players

BEML (Brightcove Experience Markup Language) allows users to create custom runtime experiences


Brightcove Player API

Players expose an API for further experience customization

Accessed through ActionScript or Javascript

ActionScript SWC library for API use

http://docs.brightcove.com/en/player/


Brightcove Media API and SDKs

Media APIThe sky’s the limit

http://support.brightcove.com/en/docs/getting-started-media-api

SDKsIPhone SDK

Advertising SDK

Media API SDKs

http://support.brightcove.com/en/docs/brightcove-sdks


Brightcove Developer Community

Documentation, articles, and DevTV, and an active developer forum


Life of An RIA Ad

From ad request to ad server to ad display to…


Disclaimers

Business-side and Creative-side of Advertising? There’s one slide for each.

A focus on video.

A side research project cut some of this research short, but it’s hard to blame her.


The One Business-Side Slide

“According to research eMarketer, although search advertising is only expected to grow approximately 5.6% this year, display advertising has a projected growth of 8.2%, to $7.9 billion.”

“Analysts have predicted that revenues from Google’s display advertising will increase as much as 40% this year, to more than $1 billion”


The One Creative-Side Slide

Tostidos ad: http://vimeo.com/9194146

Wanting to do more: http://www.crapads.org


Where Do I Start?

A SWF and an ad controller

Ad controller? Brightcove player, OSMF player, openvideoads.org, or a homegrown solution

Video specific? Not really.


Do I Really Want an Ad?


I Want an Ad!

Send ad request to an ad server

Simple GET request with many URL parameters to help determine the ad that’s returned

Example: http://ad.doubleclick.net/pfadx/bc.addemos/;frmt=22;frmt=0;frmt=1;plID=2412527001;sz=8x8;ttID=1073549595;cue=pre;cgm=0;ord=036755150?


Ad Server?

http://www.brightcove.com/en/partners/technology-partners/advertising

A small section of the ad servers and ad networks:


Ad Server Receives Request

Into the wild world of trafficking

Returned ad depends on ad request data, ads within the system, frequency that certain ads have been returned, the time of the day, inventory sold, your astrological sign, etc.

Can also delegate to other ad servers

Can also send a “no ad” response


Ad Server Sends Out Response

Usually XML

http://support.brightcove.com/en/docs/supported-ad-formats-and-format-codes

<Banner468x60 version="1" trackStartURLs="[%Track Start URLs%]"> <bannerURL>[%URL to 468x60%]</bannerURL> <bannerClickURL>[%468x60 Click URL%]</bannerClickURL> </Banner468x60>

VAST is becoming very popular


A Slight Detour into the IAB

Interactive Advertising Bureau at iab.net

Standards for many parts of advertising, from how an ad is “counted” (via an impression) to the standard display formats

VAST and VPAID are emerging for video ads

http://support.brightcove.com/en/docs/vast-ad-formats-and-format-codes


I Have an Ad! Now What?

Ads need to be displayed in very specific ways

Ad controller needs to decide how it’s displayed with custom logic, VPAID, ad SWF, or ad-company-provided libraries


I Make $$$

Ad is displayed, so ad impression is sent

Ad impression is a URL call (as returned within the ad response) to an ad server which records that the ad was seen

Other ways to make money

Other ways to gain insight on how well ads are doing


For More Information

Stop by the Brightcove booth and say hello

Check us out at http://www.brightcove.com

Find the slides (shortly) at http://www.deitte.com


Questions?

How RIA Advertising Works (And a Little Bit About Brightcove)

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