ONLINE VIDEO BUY TYPES. Ofelia Faes Head of Digital

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1 ONLINE VIDEO BUY TYPES Ofelia Faes Head of Digital

2 Agenda + ONLINE VIDEO AS COMPLEMENT TO A TV CAMPAIGN + ONLINE VIDEO AS PART OF A DIGITAL MEDIAPLAN Private & Confidential 2012

3 Agenda + ONLINE VIDEO AS COMPLEMENT TO A TV CAMPAIGN + ONLINE VIDEO AS PART OF A DIGITAL MEDIAPLAN Private & Confidential 2012

4 Online video as a complement to a TV campaign + Objective + Awareness + KPI + Incremental Reach + C / GRP

5 Buy types when a complement to a tv campaign + RESERVATION BASED CPM + PROGRAMMATIC BUYING Private & Confidential 2012

6 Online video Youtube Seeding ON PLATFORM OUTSIDE OF PLATFORM Private & Confidential 2012 YOU TUBE ACCOUNTS FOR 40% OF ALL VIDEO VIEWS ON THE INTERNET THIS MEANS THAT OTHER 60% OF VIDEO VIEWS ARE COMPLETED ELSEWHERE ON OTHER PLAYERS Source: comscore Video Metrix

7 Reservation based CPM + Inventory pre-roll + Youtube 100 Mio impr/month & 55% Reach 15+(Comscore è Desktop only) + Dailymotion - 10 Mio impr/m. & 15,2% Reach 15+ (Comscore è Desktop only) + Hi-Media Fullscreen Network 2,3 Mio impr/m. & 8,2% Reach 12+ (CIM Metriprofil November 2011 April 2012) + Skynet Zoomin 26 Mio impr/month & no info on Reach + Medialaan + Syndication 2,5 Mio impr/month & 80% Reach 12+ (CIM Metriprofil November 2011 April 2012) + IP New Media + Network 9 to 10 Mio impr/m. & 74 % Reach 12+ (CIM Metriprofil RTL + Rossel November 2011 April 2012) + RMB 3,5 Mio impr. / m. & 67% Reach 12+ (Comscore RTBF Group è Desktop only)

8 Reservation based CPM + Targeting options + Content targeting = Contextual channels + News (YT, DM, Hi-Media, Zoomin, Medialaan) + Sports (YT, DM, Hi-Media, Medialaan) + Entertainment (YT, Hi-Media, Zoomin, Medialaan) + Cinema / Movie (YT, DM) + Cooking (YT, Medialaan) + Automotive (YT, Hi-Media) + Women & Lifestyle (YT, Hi-Media, Zoomin) + Gaming / Tech (YT, DM) + Socio-demo targeting

9 Example contextual targeting Dailymotion

10 Example contextual targeting Hi-Media

11 Example contextual targeting Medialaan

12 Example socio-demo targeting Skynet

13 Reservation based CPM + Ad formats + Duration + CPM + 15 (all = YT, DM, Hi-Media, Zoomin, Medialaan, IP, RMB) + 20 (all except RMB) + 30 (all except Medialaan (Longform tbc), RMB) + From 10 (YT/Skynet no targeting) to 48 (Medialaan contextual channel)

14 Reservation based CPM + Reporting / Optimization + Post-campaign + Benchmarks + Depending on target + 5 to 10% incremental reach + C / GRP 15+ à 50% more expensive than TV + C / GRP à 50% less expensive

15 Mind the C / GRP on target group

16 Programmatic buying = Automated trading RTB (Real Time Bidding) DISPL AY PROGRAMMATIC BUYING UNIVERSE INVENTORY MATERIAL ADSERVER DSP 1 AUCTION OPEN/ RTB OR EXCHANGE FIXED PRICE SSP NETWORKS / SITES CLIENT DSP 2 AUCTION PRIVATE / RTB OR EXCHANGE FIXED PRICE S SSP PUBLISHERS DSP 3 GUARANTEED DIRECT INVENTORY BUYS JAVASCRIPT TAGS PUBLISHERS / DIRECT SITES CLIENT REPORTING REPORTING TOOL GLOBAL DATA EXTRACTION FOR INSIGHT REPORTING PURPOSES MILLIONS OF SITES GLOBAL DATA FEED INTEGRATION DMP

17 Programmatic buying + Inventory PREMIUM (85%) PREMIUM through Private Deal (5% of campaign) Open Exchange LONG TAIL (10%) PREMIUM & MONITORED LONG TAIL SITES MORE THAN SITES Private Marketplace Approx 180 million impressions/month Private Exchanges

18 Programmatic buying + Targeting options + On target GRP (Incremental TV through proprietary tool) + Contextual targeting + Categories (60 different categories comparable to GDN/YT) + Integrated contextual and brand partners + Site lists (Full site transparency + Black/White lists) + Socio-demo targeting + Gender, Age, Geolocalisation (Regions, Provinces, Cities) + Inventory sources (Open Exchange + Private Marketplace)

19 Programmatic buying + Ad formats + Skippable & non-skippable 15 (preferably) to 30 + CPM non disclosed + Reporting / Optimization + Real-time reporting + audience profiling + Optimization on completion rate (most common) + Also adaptation of creatives, capping, dayparting, + Post-campaign survey (through interactive pre-roll/check w. data) + Benchmarks + Depending on target + 5 to 10% incremental reach + C / GRP 15+ à 2,5x cheaper than TV

20 Automated trading glossary + Programmatic Buying / Automated Trading + Enabling buyers (agencies and advertisers) and sellers (publishers) to trade digital inventory via software rather than fax machines. Can include RTB but is not limited to. + Real Time Bidding (RTB) + The act of buying digital inventory from multiple exchanges on an impression by impression basis, typically involving an auction pricing mechanism. + Demand Side Platform (DSP) + A technology platform that allows buyers to use dynamic bidding and optimization to scale media buying across many ad marketplaces, such as ad exchanges. + Examples: Doubleclick Bid Manager, Turn, Mediamath, AppNexus + Supply / Sell Side Platform (SSP) + A technology platform that enables publishers to manage their ad impression inventory through programmatic. Many of the larger web publishers of the world use a Supply Side Platform to automate and optimize the selling of their online media space. They connect either to an (open) ad exchange or to a private exchange. + Examples: Rubicon Project, Pubmatic, Improve Digital, Admeld

21 Automated trading glossary + Agency Trading Desk + An agency trading desk is a dedicated service within an agency, that operates demand-side platforms on behalf of the agency s clients. They trade digital media space in real time. + Examples: Cadreon, Accuen, Xaxis, Vivaki, Amnet + Ad Exchange + A supply of digital inventory aggregated from many publishers. Historically remnant inventory but increasingly more premium. For example AdX has over 1m+ sites from our Adsense partners. + Examples: AdX, Facebook Exchange, Right Media, AppNexus Exchange + Private Exchange + A customized, invitation-only marketplace in which a top publisher can make their inventory available to a select group of buyers such as ad agency trading desks and DSPs. The floor (min price per slot) prices are often dynamically set taking into account historical bidding patterns, audience segment values and business rules for each impression. Private exchanges also creates an upfront bidding environment, empowering the site to set rules within the exchange and giving preference to buyers (DSPs or Agency Trading Desks) based on prenegotiated terms. + Examples: Admeld, Rubicon, Adform

22 Agenda + ONLINE VIDEO AS COMPLEMENT TO A TV CAMPAIGN + ONLINE VIDEO AS PART OF A DIGITAL MEDIAPLAN Private & Confidential 2012

23 Online video as part of a digital mediaplan + Objective + Awareness + Engagement + KPI + Reach < > Quality + CPM < > Impact, Context, Conversion rates, + Interactions + Likes, comments, shares,

24 Buy types when part of a digital mediaplan + RESERVATION BASED CPM + PROGRAMMATIC BUYING + COST PER VIEW + AUCTION CPM + OTHER Private & Confidential 2012

25 Cost Per View (Youtube - Skippable) + Inventory + Youtube 100 Mio impr/month & 55% Reach 15+ (Comscore è Desktop only) + Targeting options + Contextual targeting + Keywords + Topic / Category (interest) + Channel / Placement

26 Cost Per View (Youtube - Skippable) + Targeting options + Behavioural targeting + Internet behavour based on login + Remarketing + On Search, GDN, Youtube + Based on Google Analytics data + Socio-demo targeting + Gender, Age, Language, Geolocalisation

27 Cost per View (Youtube - Skippable) + Ad formats + True view = skippable after 5 + View = after 20 + Reporting / Optimization + Real time reporting : Impressions, CPM, Clicks, CTR, View rate & Costs + detailed audience reporting + Optimization on targeting, costs, frequency caps, dayparting, creatives etc. but manually!!! + Benchmarks + Average results = view rate 18% + Average Cost per View = 0,04 + Recalculated CPM = 7

28 Auction CPM (Facebook) + Inventory + Facebook Mio impr/month & 72% Reach 15+ (Comscore è Desktop only) + Targeting options + Standard audiences + Demographic (Age, gender, DMA, Device, OS) + Personal (Zip, Birthday, Education, Workplace & Relationship) + Social (Likes, Interests, Friend connections, Activity (checkins), Gaming (apps)

29 Auction CPM (Facebook) + Targeting options

30 Auction CPM (Facebook) + Targeting options + Custom + Based on advertisers database (or phone database) + Website custom audiences (Retargeting) + Mobile app custom audiences (Reach people who downloaded your app) + Lookalike + Based on custom audiences

31 Auction CPM (Facebook) + Ad formats + Video PPA + News feed desktop + News feed Mobile + Right column

32 Auction CPM (Facebook) + Reporting / Optimization + Real time : Impressions, CPM, Clicks, CTR, Video plays, Cost per Video play + engagement on fan page + Optimization on targeting, CPM, CTR (data available in Facebook) but manually!!! + Benchmarks + Average CPM = 3,5 (can be up to 10x more expensive!) + Video plays No benchmark à depends on content/creation/budget/target

33 Other : Cost per Click to View (Seeding) + Inventory + 40,000 active publishers in more than 90 markets, 20,000+ videos distributed, 900,000,000+ views delivered + Targeting options + Contextual (verticals) & Socio-demo (Sex & Age) + Ad formats + 30 or longform + Reporting / Optimization + Post-campaign + Benchmarks + 0,20 per click to view + Engagement depends on product, creation,

34 Example BeOn : How does it work?

35 Example BeOn : Push vs Pull

36 Other buy types + Pay per views + Between 30 (RON) and 35 (site & in read) + Ad format pre-roll & in read + Example : Hi-Media Fullscreen network

37 Key take outs + Buy type determined by + Campaign objective + Campaign duration + Spot duration + Target + Campaign approach influences choice of channel + Avoid irritation (capping) + Adapt TV spot if possible

38 Questions? Thank you! Private & Confidential 2012

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