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www.brandlift.com COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED 1COPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVEDCOPYRIGHT 2010 VIZU CORPORATION | ALL RIGHTS RESERVED
Online Advertising Trends Amongst Magazine Publishers
October 2010
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Introduction
About the Company
•Provides enterprise-level brand advertising effectiveness technology platform that supports measurement and
optimization of all key processes in the brand advertising life cycle
•Developed the first real-time brand measurement technology
•Clients include top brands, agencies, publishers, ad networks, and ad exchanges in the online brand
advertising community
•Offices in San Francisco and New York
About the Speaker
•Dan Beltramo, CEO and Co-Founder
•Unique blend of advertising, technology, and data business experience
•Prior P&G and Clorox brand manager, and VP of Marketing for Instill Corp.
•Started Vizu after being frustrated with the lack of viable brand metrics
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ADVERTISING INDUSTRY OVERVIEW
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Advertising Landscape Overview by Spend
+6.1%
+1.6%-1.8%
+2.0% +2.8%
+11.3%
Source: IAB Internet Advertising Revenue Report, 2010 First Half-Year Results
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Rumors of Magazine’s Death Have Been Greatly Exaggerated
5-Year Growth Trend in Media UsagePercent Change 2009 vs. 2005
Television Online Magazines Newspapers Radio
Age 18+ 3.5% 19.0% 4.3% -3.9% 2.4%
Age 18-34 -0.9% 14.6% 1.4% -9.8% -1.6%
Age 35-49 -1.1% 11.1% -0.3% -9.9% -2.4%
Age 50+ 10.3% 34.3% 10.8% 5.1% 10.8%
Source: MRI, Fall 2005 – 2009
93% of U.S. adults read magazines
96% of those under 35 read
magazines
Source: MPA Magazine Handbook, 2010/11
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Online Continues to Grow the Fastest
Source: IAB Internet Advertising Revenue Report, 2010 First Half-Year Results
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Printed Page, Meet the Web Page
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ONLINE INDUSTRY TRENDS
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Display and Video are Growing…
+11.3%
+16.3%
+44.7%-15.7% -15.7%
+11.0% +11.5%
+11.3%
Source: IAB Internet Advertising Revenue Report, 2010 First Half-Year Results
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…and is Forecasted to Continue to Grow
+35.5%
+266.4%+34.6%
+0.1% +15.2% +32.8%+24.6% +19.6%
Source: eMarketer, May 2010
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Digital Video Growth and Trends
“Video ads will be the single largest driver of the digital media marketplace.” – Barry Salzman, Managing Director, Media and Platforms, Google
+266.4%
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Video – Everywhere
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Pre-Roll Video Ads
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In-Banner Video Ads
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Video – Everywhere, in Every Way
The Overlay: Click to Video is an in-player ad unit that runs over the bottom 20% of the screen for 15 seconds without
stopping the video stream. When clicked, the video content pauses, and a video or Flash ad launches.
The Branded Player is a customized player skin that incorporates a sponsor’s branding.
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Video – Everywhere, in Every Way
Triple Play is a 5- to 20-second pre-roll paired with a 10-second end slate that features a menu of options
for viewers to engage with your brand.
PowerRoll is a video ad that is enhanced with an interactive overlay, such as xml data feed.
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Video – Everywhere, in Every Way
InSynch synchronizes an in-stream video ad (pre-roll, mid-roll) with in-page banner ads, enabling an advertiser's message to bounce back and forth between not only the two ad placements, but across the
entire website page.
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Video – Everywhere, in Every Way
Ad Frames: In-banner video ads that expand into full-screen ads upon user mouseover or click
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Video – Everywhere, in Every Way
Ad Frames Doc: A video interstitial that minimizes into a persistent display ad for more chances to engage.
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Magazines – New 2010 Video Initiatives
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The Current State of Video Metrics
Progress Metrics: Server-based metricsImpressions and views•Impressions delivered•Cost per impression•Unique viewers•Unique viewers by time and location•Number of views•Repeat views•Cost per video view
Time and completion•Completion rate•Time viewing ad (seconds)•Percent viewed (of total ad time)•Time of day viewed
Interactions•Interaction time (seconds)•Interaction rate•Start rate (user initiation)•Mouse-over•Number of clicks•Click rate•Click-aways•Video unmutes•Video mutes•Cost per engagement
Traffic and sharing•Referral source•Search terms that refer viewers•Previous and subsequent websites visited•Number of video ads forwarded
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Performance vs Progress Metrics
Source: Tremor Media and DM2Pro, “State of Online Video 2010,” April 12, 2010
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The Future of Video Metrics?
Performance Metrics: panel- or survey-based brand-lift (aka, brand-health)
Performance Metrics
•Aided awareness
•Unaided awareness
•Online ad awareness
•Message association
•Brand favorability
•Purchase intent
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Everyone is Getting into Display
• On June 18, 2010, Google introduced the Google Display Network
(brought to you by the house that search built)
• On October 14, 2010, when announcing Q3 revenue, Google indicates that its display networks is on its way to becoming a $2.5 billion business
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ZAPN – Magazine Ad Network
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OPA – Pushdown Unit
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OPA – Fixed Panel
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OPA – XXL Box
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Magazines - Websites
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Mobile is Growing
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“Jury’s Still Out” on Social Media
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Ad Exchanges – Video and Mobile Taking Over
• Ad Exchange: An ad exchange is a company that brokers online advertising by bringing publishers and advertisers together on a website where they can participate in auctions for ad space.
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METRICS
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Online Branding Dollars Left on the Table
Direct:$55 billion Brand:
$91 billion
Total: $147 billionTotal: $24 billion
Source: Brand.net analysis based on Barclays Capital, Think Equity Partners LLC, and DMA
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Metrics are the Key
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Ad Effectiveness Measurement Criteria
Timeliness Enterprise Technology Dashboard Accessibility Methodology Response Rate/Low
Response Bias Statistical Significance Representative Sampling Data Quality In-Campaign Optimization
REAL TIME ANALYTICS
PANEL RESEARCH
CUSTOM RESEARCH
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Vizu’s Brand Advertising Effectiveness PlatformAd Catalyst In Action
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Vizu’s Brand Advertising Effectiveness PlatformAd Catalyst: Standard Brand Objectives
AwarenessWhich of the following [BRANDS/PRODUCTS] have you heard of in the past [X MONTHS]?
AttitudesHow would you rate [BRAND/PRODUCT] in terms of [ATTRIBUTE]?
FavorabilityHow favorably do you view [BRAND/PRODUCT]?
IntentHow likely are you to [SOME ACTION][BRAND/PRODUCT] in the next [X MONTHS]?
PreferenceAmong the following [BRANDS/PRODUCTS] which one do you prefer most?
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Real Time Brand Metrics
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Frequency Optimization
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Creative Measurement
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Media Measurement
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Targeting Segmentation
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Detailed Survey Results
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Trends Over Time
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THANK YOU
Dan BeltramoCEO
Vizu Corporationwww.brandlift.com