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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
