The NewTV Monetisation: Trends & Best Practices. David Mühle Regional Manager, Nordics, UK/NL & Asia

Transcription

1 The NewTV Monetisation: Trends & Best Practices David Mühle Regional Manager, Nordics, UK/NL & Asia!

2 Agenda Introduction Short Videoplaza background Why the NewTV Where is the market going / trends Programmatic / RTB why bother? Questions

3 Make the new IP delivered TV profitable Our vision is to be the monetisation partner of choice for publishers: maximising the value of their audience through technology and people

4 The #1 video advertising platform in Europe and SE Asia Commercial HQ London, Product & Dev HQ Stockholm Sales Offices in Berlin, Cologne, Hong Kong, Madrid, Paris & Singapore 90+ clients across 25 markets RTL M6 Aunia TV4 Group Canal + Group (Germany) (France) (Spain) (Sweden) (France) SBS Discovery MTV Dogus Group STV MediaCorp (Nordics) (Finland) (Turkey) (Scotland) (Singapore)

5 Why the New TV? Best Practices

6 The shift from broadcast TV to the new IP-delivered TV is happening Linear broadcast TV Total of $200 Bn 2013 Ad spend $ Total of $200 Bn 2013 Living room TV Ad spend $ Linear broadcast TV Tablets IP delivered $5.4 Bn PC Mobile

7 Linear TV ad spend is shifting towards IP and programmatic Evolution of TV ad spend Total of $200 Bn 2013 Ad spend $ Total of $200 Bn 2013 Programmatic Linear broadcast TV IP delivered $5.4 Bn Traditional IO

8 Karbon evolution - product themes World class forecasting, reporting & analytics to underpin holistic ad decisioning across sales channels Forecas(ng Programma(c Mul( device Data & Insights Simula(on based forecas(ng Programma(c Trading Mul(device Ad Delivery Data and Audience Management Engine & APIs Campaign planner Compe3ng goals External es3mates Availability Reports Yield management SSP - stand alone Holis3c ad decisioning Repor(ng & Analy(cs 2.0 Repor(ng & Analy(cs Detailed historical repor3ng / mining Data export services Real 3me analy3cs & recommenda3ons Workflow & Flexible break management PlaIorm scalability, APIs & SDKs

9 Ad spend per market and Region ""60" ""50" ""40" ""30" ""20" ""10" TV"spend"2014" "Billions" The"New"TV"2014" " Billions" "11,"000,000" The$New$TV$2014$ $ ""0" US" EU"total" "10,"000,000" Sweden" 12%# Share&New&TV& "20,"000,000" "50,"000,000" Norway" Denmark" Finland" 10%# 8%# 6%# 4%# Share#New#TV# 2%# 0%# Sweden# Norway# Denmark# Finland#

10 Video consumption is increasingly happening on a range of different devices 68% 51% 68% of Digital Natives own an internet enabled phone 51% of the UK population own a tablet device Source: Britain s Got Tablets IAB UK - April 2014 Source: IAB Europe

11 22% of all Karbon traffic is now delivered to mobiles and tablets Data from Videoplaza s Karbon platform 12% 10% 11% PC traffic Mobile IPTV Tablets 67% Source: Videoplaza Karbon - Jan March 2014

12 Video viewing on tablet devices continues to increase Growth over a two year period 862% increase Tablets Ad impressions Apr 12 Jun 12 Aug 12 Oct 12 Dec 12 Feb 13 Apr 13 Jun 13 Aug 13 Oct 13 Dec 13 Feb 14 Apr 14 Source: Videoplaza Karbon - April April 2014

13 Lower ad-loads on non-pc devices are a common feature across markets 11 8,25 Web/PC Mobile Tablet # of ads 5,5 2,75 0 DE DK FI FR NL NO SE TR UK Source: IHS & Videoplaza - A future for TV:The publisher as audience architect - Dec 2013

14 Broadcasters are most successful in mobile video monetisation Web / PC Tablet Mobile Preroll Midroll Postroll Preroll Midroll Preroll Midroll Broadcasters 1,58 3,42 0,92 1,33 1,75 1,33 1,92 Publishers 1,00 1,17 1,17 1,00 0,33 1,00 0,33 Ad networks 1,00 0,43 0,71 0,86 0,43 0,86 0, l ri p A n o rb a K a z la Source: Videop

15 Even though engagement rates are much better than PC Completion Rate CTR PC 66,74% 3,4% FRESH SODA Mobile 76,98% 8,04% Tablet 77,52% 12,4% AVERAGE CTR Source: Videoplaza Karbon - April 2014

16 Content and context also drive completion rate and ad load l ri p A n o rb a K a z la Source: Videop 64.54% Ad Network 77.20% Publisher Broadcaster 88.93%

17 Video Monetisation Trends

18 4 mega trends - are you prepared for 2015 and beyond? 1 Ads in linear TV 2 More relevant advertising 3 Automated trading / Programmatic 4 No more online video - its the new TV

19 Video Monetisation Trends part 1 Video keeps growing and advertising value is strong Programmatic video buying and selling is maturing TV ad replacement with dynamic ad serving Pre and midrolls in live streams It s difficult to measure ad effectiveness across screens Better understanding that it s crucial to experiment and learn Print publishers are betting on the NewTV

20 Video Monetisation Trends part 2 Targeting for video getting more and more important More video ad money spent and consumed on tablets than mobile! New scalable ad formats (Like pause ads etc) Buy one audience! Non PC monetisation keeps growing How to solve unified measurement?

21 Ad Formats

22 VP Takeover A tradi3onal linear spot ad, which takes the standard preroll and raises the impact by taking over the full screen when the ad is showing

23 VP Takeover Use case High impact screen takeover Works well as first spot in a range of pre- rolls Available on Flash and Silverlight Aggressive capping and skip op3on for op3mum user experience CPM guideline % above standard spot price Benefits Ability to charge a premium CPM Gives adver3ser premium posi3on - good for branding Highly effec3ve for publishers were content is not fullscreen Easy to sell: use the same crea3ve as for a pre- roll and deliver higher CPM

24 The inpage Collection: designed to monetise your page views with video advertising Video ad format that can be integrated in your editorial content Full capabilities for forecasting, targeting and reporting Only plays when visible on the user s screen Passback inventory to your display ad server Flexible configurations e.g. sound active on roll-over Supports 3rd party ad sources VAST/VPAID

25 Introducing: The inpage Collection Click the icons below to view each demo vtext vtakeover vfirst Positioned at the very centre of your content, vtext is designed for text articles and plays when visible on the user s screen. Designed to sit in front of your content, vtakeover appears in wide screen and makes use of the entire browser window. vfirst is integrated at the very top of your webpage, providing maximum video advertising impact for your users.

26 Videoplaza Programmatic & Konnect

27 Programmatic trading brings significant value to buyers & sellers Buyers and sellers connecting through technology changes everything Manual IO based trading Seller Buyer When programmatic trading brings value Seller Programmatic Trading Access: To any buyer / seller! Effectiveness: Sell / buy data driven targeted advertising! Efficiencies: Automate workflows Buyer

28 The market is gearing up for programmatic trading Product and sales strategies, organisation and tools need to be redesigned for success Integrated Units increase focus of sales team Standard Units increasingly sold programmatic Sales Team Programmatic Trading Function NEW Programmatic Trading Function Relationships with programmatic buyers! Operations, technology and optimisation! Owning data strategy Ad Operations Ad server + SSP

29 Konnect History & Roadmap June 2013 January 2014 Q H BETA v1.0 v2.0 v3.0 Stand alone SSP! Self-serve SSP! Holistic stack Beta phase Full managed service Reporting UI Managed PMPs available Self-service UI Additional Controls Open-RTB enabled SSP Fully integrated with Karbon Holistic Ad Decisioning, Reporting & Forecasting

30 Konnect 3.0 Adding programmatic capabilities to Karbon Brands IO TRADING Mobile Agencies Targeting Geo Audience Time Content Device Etc. Tablet PC BUYERS Planning & Analytics Holistic Ad Decisioning AUDIENCE Controls Networks Price controls Buyer controls Game Console Trading Desks ACCESS PROGRAMMATIC TRADING Smart TV

31 Konnect demand ecosystem Multi-layered partnerships with all key industry buyers

32 From RTB to Direct deals Operations management Remnant Bid optimisation PMP management Direct deal setup Local premium People Inventory access control Category/Buyer black list Whitelist - PMP CPM Floors Direct deals Technology Inventory/Geo setup

33 Thank you

34 TOTAL TID FRAMFÖR SKÄRMAR EN TYPISK DAG (MIN) Fråga:' Ungefär'hur'många'minuter'om'dagen'spenderar'du'framför'följande? '(antal'minuter'förklarade'u=från'halv=mme,'=mme'etc.)' 126' 100' 113' 76' 73' MOBIL TV-SKÄRM MOBIL TV-SKÄRM 48' MOBIL TV-SKÄRM Ungdomsbarometern'AB'2014! år år år