extreme reach tech talk at das: the video advertising workflow is broken, but fixable
DESCRIPTION
Online video advertising is expected to grow 41 percent in 2013. As marketers run more video campaigns online, they’re discovering that the workflow doesn’t scale. This is because online video is usually handled completely separately and downstream from TV -- even though the audience, objectives and creative for each are closely related. Extreme Reach provides a single video advertising platform that enables advertising teams to manage, deliver and measure video advertising across both TV and the Web. Our clients are gaining greater efficiency, quality and control by connecting their online video workflow directly to their TV creative and production network, and directly accessing relevant media, rights, usage and impression data across both. Robert Haskitt will illustrate how and why this is such an important step forward. Presenter: Robert Haskitt, CMO, Extreme Reach @extremereachTRANSCRIPT
Broken
Robert Haskitt, Extreme
Reach
But fixable.
The video advertising workflow
Production
Audience
The current online video workflow doesn’t scale.
Start 2. 4.3. 5.
9. 8. 6.7.
10. FinishFinally. FinishFinally.
90%
Most in-stream ads are TV ads too.
$350kAverage cost to produce a :30 TV commercial
TV
preferable
Finish.
WebFinish.Finally.
Downstream
The online video workflow is overly complicated because it’s downstream from TV.
Which ad?
Where’s the ad?
Which version of the ad?
Talent and rights permissions?
How can I get a copy?
What format for each publisher/device?
How do I need to get it to them?
Upload to a third-party ad server?
Add interactivity to video?
Swap, pull, rotate live creative?
Upstream.Go
Tap into TV from square onewith a cross-media video platform.
Cross-media video platform
Production
Master
TV & Web Creative, Info and Tools Together
TV
Web/Mobile
TV Team Digital Team
Direct access to: • Commercial masters• Every version• Talent & rights permissions• Tools to traffic, pull, swap, rotate & cap
Web/Mobile
Master
From production desktop
To TV
Automatically:• Add interactive features to the video• Format video for every publisher & device from the master• Serve video directly to audience on all sites & devices
TV & Web together on a cross-media video platform
Unified execution = Unified reporting
Move upstream.
Manage, deliver and measure
online video advertising along-side of TV
with a cross-media video platform.