The Online Video Challenge

Online Video is Growing Dramatically … But Execution Can Be Challenging

Insight  ⇒ Video Grows 62% … TV Continues Slow Decline

digital video up tv down

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
  • 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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