1. #atmel
Online Video: What you need to
know to be more effective
ad:tech Melbourne
Stephen Hunt, Managing Director, TubeMogul Australia & New Zealand
Kate Palmer, Account Director, comScore Australia & New Zealand

2. #atmel 2
73% of Australians streamed a video in May’13
11 of the 17 hours the average person
spent online this month were spent streaming video
Video makes up a big part of our online lives

3. #atmel 3
…. and there’s plenty of room to grow
0
5
10
15
20
25
30
35
40
Averagehoursperviewer
Average hours streaming video
May ‘13

4. #atmel 4
Youth habits indicate the way of the future
% viewed video,
May’13
Average hours of
videos watched, May
‘13
15-24s 86% 16
55+ 81% 10
>80% of 15-24 time online was
spent with video!

5. #atmel 5
Source: Frost and Sullivan,
IAB
Video advertising market is experiencing explosive growth
0
100
200
300
400
500
2012 2013 2014 2015 2016 2017
Millionsofdollars
Annual Spend on Video Advertising
(Estimated)
$86 million
$442 million

6. #atmel 6
However, the current process is messy

7. #atmel 7
Some questions to
consider…

8. #atmel 8
To Add Interactivity Or Not?
Is Your Investment Substantial
Enough To
Justify The
Creative
Cost?
Number of
Interactions
/
TOTAL Budget
= Cost Per Interaction

9. What Frequency Should Be Set?
Empathise With Your Consumer
Frequency
and
Purchase
Intent
Absolute
Difference
(Exposed
minus
Control)
Source: Dynamic Logic Global MarketNorms, Q3/08; Video Freq 1-2= c194, Freq 3-6= c64, Freq 7+= c33.; Rich Media
Freq 1-2= c1756, 3-6= c1234, 7+= 1030.
Difference
in
Purchase
Intent
Frequency
(Number
of
Exposures)
Q4 / 2008
-­‐2
-­‐1
0
1
2
0 2 4 6 8 10
Video
Rich
Media

10. #atmel 10
Should digital planners
conform to TV norms or
Should TV planners conform
to digital?

11. #atmel 11
What is a TARP in Australia?
20 TARP’s are equivalent to reaching 20% of people within a target audience once

12. #atmel 12
20 GRP’s could be the sum of multiple exposures across a consistent or average target
audience penetration – e.g. 10% @ frequency of 2
Different Than a GRP…or Total Reach
FREQUENCY 100GRP = x x
UNIQUES
TOTAL
TARGET
POP
UNIQUES: The number of people or households reached
TOTALTARGETPOPULATION: The size of target population or households
FREQUENCY: The number of times an individual or household saw an ad

13. Interchangeable Terms in Aggregate
100 TARPs
50% of Population
@ 2x Frequency
50 TARPs
50% of Population
@ 1x Frequency
50 TARPs
50% of Population
@ 1x Frequency
40 TARPs
40% of Population
@ 1x Frequency
60 TARPs
60% of Population
@ 1x Frequency
100 GRP
50% of Population
@ 2x Frequency
100 TARPs
50% of Population
(on average)
@ 2x Frequency
50 GRP
50% of Population
@ 1x Frequency
50 GRP
50% of Population
@ 1x Frequency

14. #atmel 14
How This Translates Online

15. #atmel 15
Accuracy Falls In Line With Targeting – Just Like TV
Guaranteed eCPMs are Higher Than Advertisers Expect Because Match Rates are
Lower Than Expected

16. #atmel 16
Is Wastage Such A Bad Thing?
The planner/buyer targeted young people, but pensioners were engaging the
most and bought the product too

17. #atmel 17
Optimize on targeting efficiency, and think beyond age/gender
69%
31%
20%
30%
40%
50%
60%
70%
80%
Demographic Data:
% of women aged 25-45 exposed to
the campaign
Out-of-
Target
In-Target
40%
60%
20%
30%
40%
50%
60%
70%
80%
Behavioral Data:
% of people exposed to campaign
who were also heavy consumers of
“parenting/cooking/home content”
Out-of-
Target
In-Target

18. #atmel 18
What About Context?
Most marketers won’t sacrifice all their context for audience

19. #atmel 19
If total reach goal was 50 %@3x, millions of impressions were wasted on
higher frequencies – 450 TARPs
TV Builds Reach With A Surplus Of Volume
0
10
20
30
40
50
60
70
80
90
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+

20. #atmel 20
Online Video can cap the frequency on the upper end driving huge efficiencies
with far less media – 184 TARPs
Online Can Hold Frequency Reducing Wastage
0
10
20
30
40
50
60
70
80
90
1+
2+
3+

21. #atmel 21
Not the placement you’re
looking for…

22. #atmel 22
Source: Advertiser Perceptions,
5th annual study
60% of agencies cited Brand Recall and
Intent to Purchase as the most important
measures of online success.
However, ‘Performance’ (clicks/conversions)
remains the key criteria agencies say they use to evaluate
media.
How will you evaluate success?

23. #atmel 23
Real-time optimization based on brand lift
0
20
40
60
80
100
1 to 2 3 to 4 5 to 6 7 to 8 9+
%Lift
# of Exposures
Awareness x Frequency
Media Plan Average Frequency Optimization
Media Partner A 5 Cap Delivery
Media Partner B 1 Increase Delivery
Media Partner C 9 Cap Delivery

24. #atmel 24
QUESTIONS?

25. www.comscore.com
www.facebook.com/comscoreinc
@comScore
Thanks