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Video the Way You Want It
An Intro to Online Video
About Tremor Media
Network
• Leading ad network dedicated to video and rich media
• Aggregated inventory from 1400+ top sites. Broken out into 12 targeted channels.
• 1 billion streams per month
• 126mm unique users / month – 67% reach
• Easy to Work With– Ad server agnostic:
easily accepts 3rd party and rich media ad serving
Publisher Solutions
• Full suite of video publishing solutions including ad scheduling, content management, program building and reporting
• Enable publishers to manage and monetize video assets creating new, high value revenue channels
• Deep publisher relationships – ability to partner with publishers to build out custom opportunities for advertisers
Ranked 12th in comScore with 67% Reach
#12 67% reachTremor Media 126mm UV
Ranked 4th in comScore Video Metrix Ad-Focus
#4 Tremor Media
High Quality, Best-of-Breed Content
• Tremor’s network is comprised of “mid-tail” publishers, where content is professionally produced, brand safe and draws large and loyal audiences across all vertical categories.
• Professionally produced content aids pre-roll completion rates and increases brand lift.
• Destination sites can’t match Tremor’s reach and often considered “value-add” to a TV buy.
• Enthusiast, special interest and niche content is where people’s engagement is the highest.
• Tremor’s network offers greater media efficiency – lower rates with better reach and better targeting for increased ROI.
The Tremor Advantage…High Quality, Best-of-Breed Content
“Destination” sites (networks and portals)
0 20001200200 1600 180014001000600 8004000
The “mid-tail” and the “long-tail”
• As more and more small and medium-sized Web Publishers bring video content online, inventory is exploding.
• Greater media efficiency – lower CPM with better reach and better targeting.
Targeting
Targeting Capabilities
• Psychographic• Contextual• Behavioral
• Day Parting• Geographic• Demographic• In-Market
12 Premium Channels• Auto• Business/Finance• Entertainment• Gaming• Health• Men’s
• News• Sports• Tech• Teen• Travel• Women’s
Audience ProfilesTremor can target unique, niche audiences across all of our core channels, ensuring that your campaign is seen by your target audience and only your target audience, including soccer moms, students, fitness fans and more.
US Online Video Ad Spending (in millions)
For brand advertisers, the engagement of video, combined with the Internet’s tracking and targeting capabilities, offers a highly accountable method to sway the hearts and minds of their target audience.
How large is the Internet video universe? Overall, the US online video audience will reach 155 million this year, and increase by nearly 30 million by 2011, when the audience size will reach 183 million, according to eMarketer projections.
TV Ad Dollars Are Moving Online
US Online Video Viewers (in millions)
+53%
+52%
+27%
+26%
Viewer attention rate
Viewer awareness
Consideration
Favorability
US Online Video Advertising vs. TV Ads, 2007 (% increase vs. TV)
52.3
69.6
90.2
114.3
135.5
155.2
168.5176.0
183.0
2003 2004 2005 2006 2007 2008 2009 2010 2011
$40 $55 $85 $135 $225$410
$775
$1,350
$2,100
$3,100
$4,300
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
*Source: eMarketer; 06/07
*Source: Adweek; 03/07
*Source: eMarketer; 02/07
What amount of website video content do you think you will be doing in a year from now?
Coming Soon: More Brand Safe Video
• Advertisers need content they trust – not just UGC - to build the mass of video ad inventory required for the broad reach that brand marketers seek.*
• YouTube is great…but not necessarily for your brand
• More trusted video content is coming online from traditional and alternative media companies.*
• All forms of media will be transforming themselves into online television stations over the next year. More than three-quarters of media outlets surveyed anticipate having more or much more video content on their site.
Much More
More Same LessMore+ Much More
TV 30% 52% 17% 0% 82%
Radio 24% 50% 24% 3% 74%
Print 18% 58% 24% 0% 76%
Web Media
21% 55% 23% 1% 76%
Average 23% 54% 22% 1% 77%
Source: 2008 Web Influencers Survey, DS Simon Productions Inc.
Pre-Roll
Viral/Widgets
Video In-Banners
Video Overlays Page Roll
Video the Way You Want It
Video the Way You Want It
Full-screen HD
• Video taking center stage with mass reach and appeal – increases awareness, engagement and drives action
• 62% of online viewers prefer professionally produced content*
• High completion and CTR rates on content-rich, content-specific sites
• Can be optimized for CTR and completion rates
Format: Pre-Roll
*Pew Internet Online Video 2007
• Delivers maximum branding impact and awareness when coupled with companion ads* - all Tremor pre-roll includes companion banners.
• IAB Compliant
• Users opt-in to watch content. Your brand enables that content to be delivered on-demand, for free.
• Branded media site visitors are more responsive than portal and UGC visitors*.
*Source: OPA 2007
Format: Pre-Roll
Format: Banners with Video
• Combines the power of video with the scale and reach of traditional display advertising
• Video banners grab immediate attention, cutting through the clutter and putting your brand front and center
• Allows for extensive engagement and interactivity
• Wide variety of pricing models
• Auto-initiated video grabs immediate attention. Opt-in audio protects the user experience.
• Expansion can be user-initiated or auto-expand to 600x250 to include a companion banner, delivering increased branding and engagement opportunities.
• Easy campaign deployment: Only assets needed are the video and a 300x250 companion ad (can be served via Dart or Atlas)
• More cost-effective than pre-roll and offers unique engagement opportunities
• Reach highly targeted audiences on sites that traditionally may not have their own video content
Format: Tremor’s Page Roll
Multiple Creative Options
• Distribute your video asset with companion banner to Tremor’s 126MM unique users
• Increased branding and interaction rates
Single Video
• Marketers with multiple video assets can deliver more content within one ad unit to drive engagement.
• Upon completion, additional thumbnails prompt users to view additional content.
• Perfect for delivering long-form adver-content or sequential ads
Multi-video
• Sponsor relevant category content (Auto, Travel, Sports, etc.) with a video ad and expanded companion ad.
• Deliver multiple or sequential video ads as users navigate the content options.
• Can include widget functionality for viral distribution (embeddable, send to friend, etc.)
Content Sponsorship
Full-Screen HD
• HD banners offer the highest quality, sharpest images and seamless playback available from any ad network.
• With one click, users can launch a full-screen, high-definition video experience.
• With Tremor Media HD, users experience online ads in the same video quality as HDTV, enhancing the effectiveness of ad campaigns with eye-popping video.
• Leverage many different types of video content without interrupting the user experience.
• Less intrusive format; users can opt in to view the ad or wait until the video/content has finished playing.
• Overlays are a powerful way to deploy a brand’s message during video playback.
• All Tremor overlays include companion banners for increased brand exposure, a benefit not offered by most social sites and networks.
Format: Video Overlays
Widgets
• A widget is a portable piece of code that can be picked up and placed within any web page by an end user.
• Widgets are user friendly and customizable and add functionality to a personal homepage, blog or social network page.
• Widgets can be sharable, branded content that spread your marketing message across the Web
• Hyper-distribution of your content through multiple outlets.
Widgets are being implemented by many of the 69 million adults and 15 million teens eMarketer estimates will be using social network sites in 2008.
“Widgets are absolutely where the action is today.
They make the Net more fun, useful, and customizable for users.” –CNN Money
Benefits of Widgets
• The most effective, engaging widgets fall in Tremor’s sweet spot of online video and rich media
• Simple process – Tremor can create free, customizable widgets with your own highly engaging content
• Widgets make it easy to put your message in front of potential customers and “brand ambassadors”
• Widgets offers multiple pricing models
• Enhanced reach and scale – extend your campaign into the social media space
Source: comScore Media Metrix, May 2008
Widget OpportunitiesPut your brand in front of a loyal, engaged audience
• Highly engaged audience; users actively choose to install widget
• Large scale; thousands of installs per day
• Pay-per-install pricing model
Custom WidgetMusic Widget
• Reach music “passionistas” of all different genres
• Tap into a built-in, loyal audience
• Licensed music videos via partnerships with Sony, EMI, Warner Bros and others
• CPM pricing model
Custom Widget Opportunities
• Cost per embed / pay for performance
– Custom widget creation on cost per embed basis
– Pay only for widgets that users successfully install into their social network page, blog or web page
• User-endorsed campaigns! Users actively choose to install your widget, reaching the most loyal audiences
• Targeting – frequency capping and other options for controlling exposure (US only)
Branded Widget OpportunitiesReach Music Fans Everywhere and Create a Loyal, Built-In Audience with Multiple Engaging Branding Opportunities
Branded PlayerLogoLower Third
Pre-RollCurtains
Tremor Content Integration
• Tremor Media has partnered with some of the best and brightest producers of web-specific content.
• Their short films have been viewed collectively over 100,000,000 times across the web and mobile platforms, with a subscriber base in the hundreds of thousands.
• Tremor provides a unique opportunity to attach your brand message to trusted and proven online content producers with established and loyal audiences.
MommyCastAward winning weekly web video series featuring Paige Heninger and Gretchen Vogelzang, two mothers offering smart advice about motherhood.
•Topics covered range from:– Health issues for kids and families– Food and nutrition– Technology & entertainment– Education & helpful hints
•120 original video segments available on: – Mommycast.com, iTunes, and Tremor
Media’s Network.
•Awards:– 2007 Webby Award Winner– iTunes Podcast Spotlight: Best of 2007
Click here to view MommyCast
Considerations When Buying Online Video
• Online video is a powerful tool for delivering a brand message• Video is also effective for driving action• Marketing 101
– What Is “The Needle” You Want to Move? – Who Do You Want To Reach?– How Will You Define Success? – How Will You Measure It?– Pick the Right Formats & Pricing Models
Post-Buy Research
• Post-Buy Metrics can include:– Reach & Frequency– Flighting– Demographic Profiles– Audience Build– Frequency Distribution
Ad Effectiveness Research
• Brand Metrics Measurement include:
– Brand Awareness
– Brand Perception
– Purchase Intent
– Brand Usage
– Message Testing
• Observable Lift Behaviors in:
– Visitation– Searching– Clicks on Paid Search Links– Key URL actions– Online & Offline purchase
Typical Campaign Survey
• Determine the effectiveness of the online ad campaign through:
– Reach
– Pages per Unique Viewers consumed
– Pages per (000) consumed
– Minutes per Unique Viewers spent
– Minutes per (000) spent
– Searches per Searcher
– Searches per (000)
– Measure effectiveness across websites
The PreRoll Conversation• Pre-roll isn’t bad, poorly placed pre-roll is.
– YouTube shows extraordinarily high abandonment rates for preroll ads.– Sites offering professional video content report relatively low
abandonment rates.– Many sites report at least 10 percent of users abandon videos within 15
seconds, even if they are not presented with a preroll ad.– Shorter preroll ad lengths can significantly reduce abandonment rates– Users strongly prefer free ad-supported online video over paid online
video when given a choice.
Jupiter Research 8/08
A Balanced Value Exchange
US Adult Internet Users Who Are Willing to Pay to Watch Their Favorite Video Content* Online, November 2006 (% of respondents)
Note: *TV shows or moviesSource: Piper Jaffray & Co., "2006 Piper Jaffray Online Media Survey," February 2007, Jupiter Research 9/08
• When asked, most users are not willing to pay, even for their favorite content
• Daily online video viewers are relatively more willing to pay for video content than users who watch less frequently
• Need to balance:– Greater value frequent viewers assign
to online video – Frustration of being exposed to more
advertising
• But even daily viewers show a clear preference for ad supported video.
Variations in Video Length Acceptance
• Consumer acceptance of pre-roll can be dependent on length of clip• Longer video clip leads to acceptance of longer ad
Source: Dynamic Logic’s AdReaction Study, October 2007; n=530 U.S. respondents
Average Length of Ads (In Seconds) Excluding Those Unwilling to Watch Any Advertising
Length Of Video
Clips
Notice the length of the ad….
Now, notice the length of the content…
Attitudes Towards Video Ads
Attitudes* of US Online Video Viewers toward Online Video AdvertisementsApril-May 2007 (% of respondents)
54%
52%
44%
32%
56%
Prefer online video ads to be related to the content
Advertisements are a fair way for Web sites to provide free professionally produced videos
Prefer watching online ads in exchange for not paying to see favorite online videos
Online video ads are a convenient way to get information about products and services
Would watch an online video ad because it is just like watching ads on TV
Note: n=1,422; *top two boxSource: Online Publishers Association (OPA) and OTX, "Frames of Reference: Online Video Advertising, Content and Consumer Behavior,“ June 6, 2007
Not all Content is Created EqualThere is a large gap between what people are watching and what people are willing to pay for, or participate in a “value exchange”
Source: The Diffusion Group, 2008
Short-clip 20.4%
Long-form2.2%
UGV42.4%
Other35%
Short-clip 54.8%
Long-form41.6%
UGV3.7%
Tolerance: Length & Quality Matter
•What is the impact of pre-roll on UGC?
•73% would watch less UGC video if there were pre-roll
Would not change
frequency of YouTube visits
21%
Not sure
6%
Would visit YouTube a little less
42%
Would visit YouTube a lot less
31%
Note: n=363 ages 18+; *more than once or a few times Source: Harris Poll as cited in press release, January 29, 2007. www.emarketer.com
Tremor Research Has Found…
• Recent Tremor Study– 80% completion rates for both :15s and :30s– A strong inverse relationship exists between completion rates
and click-through rates for pre-roll :30s. • Users opt-in to watch quality content• Users tend to “click away” less from quality
– A strong positive relationship exists between completion rates and click-through rates for pre-roll :15s.
– A moderate inverse relationship exists between completion rates and click-through rates for video in-banner.
What It Means• For Branding Campaigns:
– Focus on completion and quality content – Consider the use of :30s since they have shown a higher brand impact
than :15s– Why?
• Users are less likely to perform an action online after watching the :30 second pre-roll
• Tremor only places :30s in front of longer form, professionally produced content that users are committed to watching
• For Direct Response campaigns:– Focus more on the probability of performing the desired action within
the ad. – 15 second pre-roll ads have a strong, direct relationship between
completion rates and click-through rates, proving that :15s are an effective way to drive site traffic.
Video As A Direct Response Vehicle
22%
Checked out company Web site
19%
19%
16%
15%
13%
12%
9%
9%
5%
4%
Searched for information about the product
Clicked on banner ad that accompanied video
Talked to friends/family about the product
Went to store to check out product
Requested information about product
Made a purchase
Forwarded video ad to friends/family
Signed up for product/service trial
Called toll-free number to find out more
Ordered subscription
US Online Video Viewers' Responses to Online Video Advertising, April-May 2007 (% of respondents)
Note: n=1,135Source: Online Publishers Association (OPA) and OTX, "Frames of Reference: Online Video Advertising, Content and Consumer Behavior,“ June 6, 2007
Pricing Models To Consider
• Pay for success…but define it first.– Back to Marketing 101– What was your objective? Will your video marketing partner offer
it to you?
• Multiple pricing models include:– Cost per Thousand (CPM)– Cost per Click– Cost per Engagement / Embeds– Cost per Complete / Cost per Continue
Click to Continue Pricing
What is Engagement Pricing?• Engagement pricing is an alternative
pricing model that Tremor offers based on specific interactions within the creative or the amount of time spent with an online video.
• Powerful streaming video at direct response pricing!
•What is “Click to Continue” Pricing?• A new variable on Engagement Pricing,
Tremor is offering “CTC” pricing for select formats and categories.
Click to Continue PricingWhat kinds of interaction?
• In this case, the banner expands
and the video begins to play. The interaction that indicates authentic interest in the message, and thus charging the advertisers, is ONLY clicking to continue the ad.
• We’ve partnered closely with our clients to ensure that advertising on our network will draw users more deeply into the messaging and can confidently charge advertisers only when the user exhibits a “success” metric.
Case Studies
A Look At How Picking The Right Format & Pricing Drives Success
Case 1: Network Tune-In
• Objective:– Drive tune-in to new network primetime
programming – Want users to watch the entire promo
• Goals:– Mass reach– Mass appeal– 1-day push for huge volume on day of premiere
• Targeting:– Entertainment channel– Dayparting to maximize audience exposure ahead of
program airing (EST to PST)
Case 1 Solution
• Solution: Pre-Roll, Entertainment Channel
• Results:– High completion rate– Guaranteed views – 10 MM streams before 8 pm
Case 2: Debut Cable Series
• Objective: – Experiment with viral, social networking using video– Two-day push for premiere
• Goals:– Drive awareness– Mass appeal– Viral measurability
Case 2 Solution
• Solution: Viral widget & video in-banner
• Results:- High video completion rates- Tracked pass along, embeds and completion rates- Banners provided large scale reach, awareness and ability to download widget
Case 3: DRTV – Financial Services
• Objective:– Leverage TV assets online– Test online video for direct response objectives– Meet CPA goals
• Goals:– Measure true interest and engagement– Measure completion rates– Accurate numbers using “click to play” for opt in experience
Case 3 Solution
• Solution: Video in-banner on CPC basis
• Results:- Low CPC enabled us to effectively hit CPA goals for 10 months straight
Thank You!
Q&A