Interact 2017 Short Keynote: Video & TV Advertising: State of the convergence by Nicolas Mignot, SVP International Key accounts Sales & Solutions, FreeWheel

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VIDEO & TV ADVERTISING:
STATE OF THE CONVERGENCE
Nicolas MIGNOT

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FREEWHEEL, THE TV-BORN VIDEO FULL-STACK
Sales teams negotiate over the phone/in
person with the buy-side on an upfront
IO basis. (e.g., fixed budget /price)
DIRECT SALES
Sales or programmatic teams
automate the sales process through
direct connections to buy-side systems.
AUTOMATED SALES

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THE DEATH OF TV?

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WHAT
WHERE
WHO
Reach
Your
Audience
THE GOAL OF MARKETERS

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TELEVISION HAS EVOLVED

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AD VIEW COMPOSITION
& GROWTH BY DEVICE
STB VOD*
OTT DEVICE
+66% YOY
TABLET
+34% YOY
+63% YOY
SMARTPHONE
+0% YOY
DESKTOP/LAPTOP
21%
of enabled
programmer
volume*
66%
of ad views
come from
devices other
than desktop
34%
18%8%
23%
17%
VIEWERS PLAY HARD TO GET

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VIEWERS COMPLAIN ABOUT POOR AD EXPERIENCES
AD FATIGUE
seeing same creative over and
over
LATENCY
ad takes too long to
load
POOR CREATIVE QUALITY
low resolution, breaking stream
INCONSISTENT EXPERIENCES
inconsistent fill of breaks, lots of slate
AD CLUTTER
too many ads
in a break

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GO FOR PREMIUM VIDEO

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DEFINING PREMIUM VIDEO CONTENT
• Professionally produced
• Rights managed
• Brand-safe content
• Viewable, fraudless,
transparent environment
• Engaged audience
HIGH View Through Rates
LOW fraud rates
HIGH In View Rates
LARGE player size

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VALUE OF PREMIUM VIDEO: AUDIBLE/VISIBLE
VIEWER ENGAGEMENT MEASURED BY MORE THAN A BINARY “IN-VIEW RATE”
2s VIDEO IN-VIEW 5s VIDEO IN-VIEW
COMPLETE
76,8%
62,7%
72%
56,9%
69,2%
31,8%
Source: Moat/FWC Data Analysis (2016)
FREEWHEEL
SET
ALL-MOAT SET

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SOUGHT AFTER
AUDIENCES
Data + Content +
Engaged Audience
Real humans!98.9%
Engagement
performance
118%
MARKET RESPONDING TO VALUE OF PREMIUM
PREMIUM
CONTENT
High quality, brand
safe, & transparent
Engaging viewing
environment s
Connecting content &
the advertising message
FWC/Moat Premium Video Engagement Study, March 2016

12. Confidential
AUTOMATION ADDS CHOICE &
EFFICIENCY
Confidential

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AUTOMATION OFFERS THE CHOICE FOR
TRANSACTION MODELS
PUBLISHER
BUYER
PROGRAMMATIC
DIRECT
PRIVATE
MARKETPLACE
AND PREFERRED
OPEN EXCHANGE AND
SECONDARY MARKETS

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HURDLES PREVENT PROGRAMMATIC LIQUIDITYINDUSTRYPAINPOINTS
Competitive
Separation
Multi-screen
Delivery
Data
Leakage
Dynamic Decisioning
in Closed Environments
TV-Quality
User Experience
Commoditization
Ad Blocker
Prevention
Creative
Quality

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THINK UNIFICATION
Confidential

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• Pre-scheduled placements
based on deal requirements and
relationships
• Dynamic decisioning to
optimize yield and revenue while
honoring all business rules
MANAGE AND MEET THE GOALS OF YOUR BUSINESS, YOUR
BUYERS AND YOUR VIEWERS
PLAN, OPTIMIZE AND MANAGE WITH HyLDA
HUMAN DESIGNED,
NEGOTIATED DECISIONS
TECHNOLOGY TO DYNAMICALLY
OPTIMIZE REVENUE

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ACHIEVING TRUE YIELD THROUGH FAIR TRADING
STRATEGY GOVERNANCE EXECUTION
REVENUE
USER
EXPERIENCE
BUYER
REQUIREMENTS
FULL STACK TECH
TEAMS
BUSINESS INSIGHTS
UNDERSTAND
THE VALUE
STAY IN
CONTROL
DRIVE
GROWTH
FEEDBACK LOOP DRIVEN BY BUSINESS INTELLIGENCE
TRUE
YIELD

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NO, ITS GOLDEN AGE !

19. THANK YOU