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How RIA Advertising Works (And a Little Bit About Brightcove)

Presentation from Brian Deitte and Mel Gregory given at 360Flex on March 8th, 2010

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How RIA Advertising Works (And a Little Bit About Brightcove)

  1. 1. How RIA Advertising Works (And a Little Bit About Brightcove) Brian Deitte and Melissa Gregory
  2. 2. What’s The Plan? <ul><li>A Little Bit About Us </li></ul><ul><li>A Little Bit About Brightcove </li></ul><ul><li>The Life of an RIA Ad </li></ul><ul><li>(aka, How RIA Advertising Works) </li></ul>
  3. 3. A Little Bit About Brian <ul><li>Flex/Flash/Java developer at Brightcove. Find me at http://deitte.com or http://twitter.com/bdeitte </li></ul><ul><li>Matt Chotin punched me at the first 360Flex. </li></ul>
  4. 4. A Little Bit About Mel <ul><li>Flex/Flash/Java Developer at Brightcove </li></ul><ul><li>Brian Deitte punched me at my first 360|Flex (just now) </li></ul>
  5. 5. A Little Bit About Brightcove <ul><li>Brightcove is the leading online video platform </li></ul><ul><li>Players are lightweight and customizable </li></ul><ul><li>Management tools built in Flex 3 </li></ul><ul><li>Customers span the range in terms of size and focus </li></ul><ul><li>Express offering starting at $99/month </li></ul>
  6. 6. Brightcove Studio
  7. 7. Brightcove Studio
  8. 8. Brightcove Players <ul><li>Hundreds of millions of player loads </li></ul><ul><li>Players have to be lightweight and fast </li></ul><ul><li>Built on AS3, with a custom extensible framework </li></ul>
  9. 9. Brightcove Players <ul><li>Styles and themes can be changed easily </li></ul>
  10. 10. Brightcove Players <ul><li>BEML (Brightcove Experience Markup Language) allows users to create custom runtime experiences </li></ul>
  11. 11. Brightcove Player API <ul><li>Players expose an API for further experience customization </li></ul><ul><ul><li>Accessed through ActionScript or Javascript </li></ul></ul><ul><ul><li>ActionScript SWC library for API use </li></ul></ul><ul><ul><li>http://docs.brightcove.com/en/player/ </li></ul></ul>
  12. 12. Brightcove Media API and SDKs <ul><li>Media API </li></ul><ul><ul><li>The sky’s the limit </li></ul></ul><ul><ul><li>http://support.brightcove.com/en/docs/getting-started-media-api </li></ul></ul><ul><li>SDKs </li></ul><ul><ul><li>IPhone SDK </li></ul></ul><ul><ul><li>Advertising SDK </li></ul></ul><ul><ul><li>Media API SDKs </li></ul></ul><ul><ul><li>http://support.brightcove.com/en/docs/brightcove-sdks </li></ul></ul>
  13. 13. Brightcove Developer Community <ul><li>Documentation, articles, and DevTV, and an active developer forum </li></ul>
  14. 14. Life of An RIA Ad <ul><li>From ad request to ad server to ad display to… </li></ul>
  15. 15. Disclaimers <ul><li>Business-side and Creative-side of Advertising? There’s one slide for each. </li></ul><ul><li>A focus on video. </li></ul><ul><li>A side research project cut some of this research short, but it’s hard to blame her. </li></ul>
  16. 16. The One Business-Side Slide <ul><li>“ According to research eMarketer, although search advertising is only expected to grow approximately 5.6% this year, display advertising has a projected growth of 8.2%, to $7.9 billion.” </li></ul><ul><li>“ Analysts have predicted that revenues from Google’s display advertising will increase as much as 40% this year, to more than $1 billion” </li></ul>
  17. 17. The One Creative-Side Slide <ul><li>Tostidos ad: http://vimeo.com/9194146 </li></ul><ul><li>Wanting to do more: http:// www.crapads.org </li></ul>
  18. 18. Where Do I Start? <ul><li>A SWF and an ad controller </li></ul><ul><li>Ad controller? Brightcove player, OSMF player, openvideoads.org, or a homegrown solution </li></ul><ul><li>Video specific? Not really. </li></ul>
  19. 19. Do I Really Want an Ad?
  20. 20. I Want an Ad! <ul><li>Send ad request to an ad server </li></ul><ul><li>Simple GET request with many URL parameters to help determine the ad that’s returned </li></ul><ul><li>Example: http://ad.doubleclick.net/pfadx/bc.addemos/;frmt=22;frmt=0;frmt=1;plID=2412527001;sz=8x8;ttID=1073549595;cue=pre;cgm=0;ord=036755150? </li></ul>
  21. 21. Ad Server? <ul><li>http://www.brightcove.com/en/partners/technology-partners/advertising </li></ul><ul><li>A small section of the ad servers and ad networks: </li></ul>
  22. 22. Ad Server Receives Request <ul><li>Into the wild world of trafficking </li></ul><ul><li>Returned ad depends on ad request data, ads within the system, frequency that certain ads have been returned, the time of the day, inventory sold, your astrological sign, etc. </li></ul><ul><li>Can also delegate to other ad servers </li></ul><ul><li>Can also send a “no ad” response </li></ul>
  23. 23. Ad Server Sends Out Response <ul><li>Usually XML </li></ul><ul><li>http://support.brightcove.com/en/docs/supported-ad-formats-and-format-codes </li></ul><ul><li><Banner468x60 version=&quot;1&quot; trackStartURLs=&quot;[%Track Start URLs%]&quot;> <bannerURL>[%URL to 468x60%]</bannerURL> <bannerClickURL>[%468x60 Click URL%]</bannerClickURL> </Banner468x60> </li></ul><ul><li>VAST is becoming very popular </li></ul>
  24. 24. A Slight Detour into the IAB <ul><li>Interactive Advertising Bureau at iab.net </li></ul><ul><li>Standards for many parts of advertising, from how an ad is “counted” (via an impression) to the standard display formats </li></ul><ul><li>VAST and VPAID are emerging for video ads </li></ul><ul><li>http://support.brightcove.com/en/docs/vast-ad-formats-and-format-codes </li></ul>
  25. 25. I Have an Ad! Now What? <ul><li>Ads need to be displayed in very specific ways </li></ul><ul><li>Ad controller needs to decide how it’s displayed with custom logic, VPAID, ad SWF, or ad-company-provided libraries </li></ul>
  26. 26. I Make $$$ <ul><li>Ad is displayed, so ad impression is sent </li></ul><ul><li>Ad impression is a URL call (as returned within the ad response) to an ad server which records that the ad was seen </li></ul><ul><li>Other ways to make money </li></ul><ul><li>Other ways to gain insight on how well ads are doing </li></ul>
  27. 27. For More Information <ul><li>Stop by the Brightcove booth and say hello </li></ul><ul><li>Check us out at http:// www.brightcove.com </li></ul><ul><li>Find the slides (shortly) at http:// www.deitte.com </li></ul>
  28. 28. Questions?