Mediative Digital VIDEOPremium Video and Data Fuelled Video Ads PRODUCT CONSTRUCT AS OF APRIL 2014
MEDIATIVE DIGITAL VIDEO TABLE OF CONTENTS • Background Summary & Definitions • What Video Is • Our Unique Selling Proposition • What You Get • How It Works • Video Ad Types • What We’ll Report on • The Product Package Staircase (internal use only) • What Video Ads Do Not Include (internal use only) • How It Works: Our Operational Process (internal use only) • When to Recommend Video Ads (internal use only) • Key Contacts • Glossary
BACKGROUND SUMMARY & DEFINITIONS • The digital ecosystem for video advertising can be complex and contains various entities. • The Aggregators - provide a solution by handling distribution agreements with a large number of content publishers – one-stop catalog for video content for websites & portals (e.g. Tubemoguls; Brightroll). • Ad Serving Technology – vendors for the agency to manage the video campaigns (e.g. Double Click, Brightroll). • Video Technology Providers – encoding services and player technology for publishers and networks. • Problem – Media Buyers do not know where to effectively spend their budget.
MEDIATIVE DIGITAL VIDEO ADS WHAT IS IT? • In-stream digital video advertising is a video ad/commercial that may appear in a player environment, before, during or after a streaming video.
MEDIATIVE DATA FUELLED VIDEO ADS VIDEO ADS IN FRONT OF YOUR SHOPPERS EYES. • We know how Canadian shoppers behave. • We identify the audiences that marketers want to reach and target video ads to those shoppers. • We make sure that the users who see your videos are the most likely to be your shoppers.
vs IN-STREAM DIGITAL VIDEO ADS DISPLAY VIDEO ADS • Is browser dependent. • Plays within a banner ad on a website page. • Does not require website video content. • Does not interrupt the video content. • Is reported as rich media. • Is player dependent. • Plays in the website’s video player before or in the middle of content. • Delays or interrupts the video content. • Has video metrics for reports like skips, completion rate, audio muted.
WHAT MEDIATIVE DATA FUELLED VIDEO IS & WHAT YOU GET. 1 2 Defined Audiences – We select the Key Targeting Audience from our 26 pre-defined Tribes, or the 14 Tribes built on retail data. 3 On-Going Optimization – We monitor the performance of the campaign on a daily basis and optimize against the best performing segments, to ensure that media spend optimizes engagement. 4 Detailed Audience Insight - Our unique technology provides exclusive audience insight on users’ demographics and interests. Video metrics we will reports on include completed views, skips, audio muted. In-Stream, Pre-roll Video Ads – Brands can deliver targeted different video creative messages on the Ad Exchange.
WHO THE VIDEO COULD BE TARGETED TO OUR INTENT-BASED DATA TRIBES . Visitwww.mediative.com/digital-media/data-advertisingto download one-pagers for each Tribe
WHO THE VIDEO COULD BE TARGETED TO OUR IN-MARKET RETAIL DATA TRIBES
What is VAST?Creative Requirements • The Interactive Advertising Bureau (IAB) has released a specification known as Digital Video Ad Serving Template to standardize the communication requirements between video players and the ad servers. • VAST is designed for any on-demand video players where the ad response is parsed prior to play. The goal of this is to be compatible with any video player framework that can be scriptable. • Video Ad Serving Template ( VAST) includes a standard XML-based ad response for in-stream video as well as an XML Schema Definition (XSD) for developers in order to accommodate the majority if the current practices within the online digital video advertising.
What is VAST & HOW IT WORKS?Creative Requirements • To deliver a video ad within a video player, the video player makes and ad request using an Ad Tag to a VAST compliant ad server. • In response the ad server returns a VAST data structure (a XML template) that declares the following: • THE AD CREATIVES TO PLAY • HOW THEY SHOULD BE PLAYED • WHAT TO TRACK AS THEY PLAY 1 2
WHAT WE REPORT ON * On demand metrics are available by request for no extra charges. Make sure you you ask the Campaign Manager to deliver the full report whenever necessary.
PRODUCT PACKAGESA RANGE OF MEDIATIVE DIGITAL VIDEO SOLUTIONS INTERNAL USE ONLY
RETAIL DATA FUELLED VIDEO SPECS • This product is only available for Vendor-Coop Partners. We can only use Walmart data. • Minimum impression delivery per campaign is 150,000 IMPR/ month • Maximum impression delivery per campaign is 300,000 IMPR/ month • Maximum number of campaigns to run in the same time – 2. • Minimum campaign duration – 4 weeks. • No guaranteed impressions. • Price per CPM ( see the product staircase).
AVAILABLE CANADIAN MONTHLY INVENTORY • 18.6B/Mth • Available networks: • · Adap.TV • · DoubleClick Ad Exchange • · BrightRoll • · Improve Digital • · LiveRail • · SpotXchange • · Tremor Video Extend • 825M/Mth • Available networks: • · DoubleClick AdExchange • · Redux Media • · BrightRoll • · Triton Digital • · 5 Media Group PLC • · Bannerconnect As of April 2014.
When to RECOMMEND DATA FUELLED VIDEO 1 Clients are leveraging branding campaigns specifically targeting users with the right message based on their interest and intent at any given time. (Be Seen) 2 Clients are looking to enhance their branding message across the world wide web, without being restricted to one or two websites. 3 Clients want to shift money from TV and go above and beyond demographics to interest-based targeting. 4 Clients are seeking to improve brand lift by only targeting relevant audiences. 5 Clients already have video assets that they want to distribute.
KEY CONTACTSHOW TO GET SUPPORT Campaign Objective: Campaign Managers Reach out to your Campaign Manager to validate the campaign objective with the product delivery. Product Manager: Laura Cristescu Laura will be able to answer any product-related questions regarding definitions, integration, pricing, available options, etc. Post Campaign Analysis: Sales & Campaign Managers Reach out to your Campaign Manager to get the post campaign report and analyze the details on success KPI metrics together.