Online Video is Growing Dramatically … But Execution Can Be Challenging
Insight ⇒ Video Grows 62% … TV Continues Slow Decline
Source: Ooyala
Insight ⇒ Getting Online Video Executed Properly is Hard
- Online video is complex and difficult to navigate without knowledge, experience and technology.
- The potential for waste and brand damage is very high
Insight ⇒ The Video Marketplace is Highly Complex With a Vast Array of Options
- Varying inventory sources for quality programming
- Video exchanges
- YouTube
- Premium services like Hulu
- Direct publisher buys like CNN, Weather Channel
- Private inventory exchanges like Hearst, CBS
- Across multiple platforms
- Web
- Mobile
- Social
- Connected TV like Apple TV, Samsung, Playstation
- Employing multiple formats
- In-stream pre-roll – video is ad before content
- In-display – video is the content
- Incentive – video is reward based opportunity
- Complex pricing structure
- CPM (Cost per Thousand): charged for every 1000 impressions
- CPV (Cost per View): charged only when someone watches part of video ad
- CPCV (Cost per Completed View): charged only when someone watches entire video ad
- CPE (Cost per Engagement): charged only when someone engages with video ad
- CPC (Cost per Click): charged only when a someone clicks on video ad
Insight ⇒ It’s Fraught With Potential for Waste and Brand Damage
- Traditional agencies/media services buying Video is problematic
- Poor inventory sourcing expertise
- Little understanding of multiple digital media and formats
- Little understanding of pricing model aligning to brand needs
- High potential for non-viewable units
- High potential for fraud and unworthy placements
- No real time optimization
- No advanced technology platform
Insight ⇒ Brands Need a High Degree of Specialization to Navigate the Market Effectively
- Brands need to deploy a Video-as-TV strategy to maximize brand preference and direct response simultaneously
- Beyond just running spots by leveraging powerful direct response components that Video offers
- Coupons/downloads/offers within the video using dynamic overlays and companion banners
- Beyond just running spots by leveraging powerful direct response components that Video offers
- A video technology platform offering all inventory options and Digital GRP buying with Nielsen ratings
- Superior zip code targeting beyond DMA’s
- Precision targeting incorporating 3rd party data beyond Demo’s
- Behavioral
- Contextual
- Competitive conquesting
- Brand safety features … Manual and automated
- 100% viewability functionality
- Deep expertise and focus on Online Video planning, buying and optimization
- Always-On Buying strategy dynamically optimizing sites, creative, formats throughout the campaign
- Learn & Earn campaign execution that increases the investment as high potential targets are discovered
- On-Demand Analytics offering real time creative testing, brand surveys and direct response metrics
Do This ⇒ Hire Highly Specialized Video Expertise
- Brands need … a few smart people, not an army
Not That ⇒ Brands continue using their traditional media agencies for Video
- Video expenditures are tiny compared to TV … meaning you big agency is paying little attention to the Video buy
- Staffing is young and inexperienced in media planning, buying and optimization
- Not staffed to execute Always-On Buying or Learn & Earn strategies
- Video platform technology either not invested in or not being utilized to its full potential
Zig is a Social/Mobile/Video specialist that drives brand engagement by creating interactive user experiences. We programmatically reach in-market buyers, at the lowest cost, and move them to conversion. You can see our work by clicking on the link ⇒ http://www.zigmarketing.com.
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