online video advertising_qiang zhang
DESCRIPTION
Presentation for Advertising innovations, all the graphics used in this slides belong to its owner.TRANSCRIPT
Online Video Advertising
Qiang Zhang 2012.9.26
Part 1Overview• Definition• Backgrounds• Current Situation
Part 2Formats• In-Stream Video• In-Banner• In-Text• Interactive
Part 3Case• 007& Heineken• HitRecord• iPhone 5
Part 1Overview• Definition• Backgrounds• Current Situation
Overview
Definition BackgroundsCurrent
Situation
Online Media
Static Image
Flash
Rich Media
NON Video
Video
Overview
Definition BackgroundsCurrent
Situation
A commercial that may appear before, during, or after a variety of content including streaming video, animation, gaming, and music video content in a player environment.
This definition included “Broadband Video Commercials” that appeared in live, archived, and downloadable streaming content.
Overview
Definition BackgroundsCurrent
Situation
Internet
Operating Ecosystem
Aggregator /Distributors
Ad Serving Technology
Vendors Web Sites and
Portals
Advertising Networks
Measurement Firms
Auditing Firms
Research Firms
Agencies
Video Technolog
y Providers
Overview
Definition BackgroundsCurrent
Situation
1998
2000sInternet valuation
bubble burst &
the interactive industry
regrouped
2005--20061、Major media agencies : Starcom Mediavest
2、 The sale of YouTube to Google(2006)
Overview
Definition Backgrounds Current Situation
Digital video grew to a $775 million segment in 2007 to
2011 with $4.5 billion in online video ad spending.
Definition Backgrounds Current Situation
Definition Backgrounds Current Situation
Definition Backgrounds Current Situation
Definition Backgrounds Current Situation
Definition Backgrounds Current Situation
Part 2Formats• In-Stream Video• In-Banner• In-Text• Interactive
In-Stream Video
In-Stream Video
Formats
In-Banner In-Text Interactive
In-Stream VideoGenerally played or viewed from a video player like a client browser
Linear Video ad
Non-linear Video ad
In-Stream Video
In-Stream Video
Formats
In-Banner In-Text Interactive
Linear Video ad
In-Stream Video
In-Stream Video
Formats
In-Banner In-Text Interactive
Linear Video ad
In-Stream Video
In-Stream Video
Formats
In-Banner In-Text Interactive
Linear Video ad
Ad Selector
In-Stream Video
In-Stream Video
Formats
In-Banner In-Text Interactive
Linear Video ad
In-Stream Video
In-Stream Video
Formats
In-Banner In-Text InteractiveNon-linear Video ad
In-Stream Video
In-Stream Video
Formats
In-Banner In-Text InteractiveNon-linear Video ad
In-Stream Video
In-Stream Video
Formats
In-Banner In-Text Interactive
In-Banner VideoGenerally displayed in IAB Universal Ad Package (UAP) banners
In-Stream Video
In-Stream Video
Formats
In-Banner In-Text Interactive
In-Banner VideoGenerally displayed in IAB Universal Ad Package (UAP) bannershttp://vimeo.com/21701349
In-Stream Video
In-Stream Video
Formats
In-Banner In-Text Interactive
In-Text Video Generally user-initiated and triggered by relevant highlighted words within content
In-Stream Video
In-Stream Video
Formats
In-Banner In-Text Interactive
Part 3Case• 007& Heineken• hitRECord• iPhone 5
Case
007& Heineken
hitRECord
http://www.heineken.com/Home.aspx
iPhone 5
Case
007& Heineken
hitRECord
iPhone 5
Case
007& Heineken
hitRECord
iPhone 5
http://www.youtube.com/watch?v=XNBP18nrRdw