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Based on comScore‟s ads and content preview data*, linear video advertising
reached approx:
65% video
viewers
*Video ads and content data relates to linear video advertising only (that is, pre-roll,
post-roll, mid-roll, ad insertions) and for this presentation we drew on April 2009
© comScore, Inc. Proprietary and Confidential. 5 Video Metrix
The tension between standardization and customization
Customization,
specificity
Standardization,
scale
VAST
– Standardizes communication between third party video ad servers and
publisher players, allowing for a plug-and-play integration environment.
VPAID
– Compliant publishers can render any type of video advertising created
and/or trafficked by a VPAID-compliant video ad created using the same
client technology
Set Standards
– Length of ads
– Coding to deliver the
ads
– Coding for players to
play the ads
– Ad sizes
Why Standards?
– Scale
– Create an easy-to-buy
set of products on
publisher sites
– Allow agencies a „create
once, run everywhere‟
solution in video
gamers
Snow Mom
boarders bloggers
DIY
fashion
and
influencers
160000
140000
120000
100000
Average video viewers total internet
80000
60000
40000
20000
Hulu, NBC, ABC, CBS, FOX average viewers trend
0
1 2 3 4 5 6
26%
74%
Objective:
– Drive awareness for the release of latest installment of the popular Warner Bros horror franchise in a
deeply integrated campaign
Solution:
– MediaCom partnership to develop cross-network promotional campaign: “Jason Month” takes over our
shows for weeks leading up to the movie‟s release
– Indy Mogul shows integrated “Jason Month” into programming: Backyard FX recreated the “axe in the
back” effect; a special edition of Best Short Films in The World integrated a Jason and Bobby Miller
scary storyline; and Beyond the Trailer‟s Grace Randolph presented an episode recapping the Friday
the 13th franchise to date
– Cross-promotional media on Next New Networks sites and YouTube in-video overlay and companion
banner
Results:
– Delivered over 4 million brand impressions
in under two weeks