GPMD Video ad 2016 Stronger Faster Higher Video popularity growth - - PowerPoint PPT Presentation
GPMD Video ad 2016 Stronger Faster Higher Video popularity growth Users watch more than 14 972 353 426 video rolls monthly M users % penetration of video in relation to the country population 70% 64% 57% 49% 37% 25% 100 23% 92 83 70
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Json&Partners Consulting, Comscore, 2014 Comscore Media & Video Metrix, Russia, 6+, December 2015
Video popularity growth
Users watch more than 14 972 353 426 video rolls monthly
33 36 52 70 83 92 100
23% 25% 37% 49% 57% 64% 70%
2011 2012 2013 2014 2015 2016F 2017F
M users % penetration of video in relation to the country population
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GPMD reach VS ТV channels
TNS TV Index/Web Index, Russia 100 000+, December 2015
37 944 36 313 35 381 34 374 33 421 31 396 27 201 26 841 25 790 24 536 24 345 22 107 ПЕРВЫЙ КАНАЛ РОССИЯ 1 СТС ТНТ НТВ РЕН ТВ ПЯТЫЙ КАНАЛ ТВ-3 ТВ ЦЕНТР GPMD ПЯТНИЦА МАТЧ ТВ
12-54
17 758 16 470 16 356 16 210 14 710 13 775 12 655 11 523 11 153 10 885 10 410 8 484 ПЕРВЫЙ КАНАЛ РОССИЯ 1 ТНТ СТС НТВ РЕН ТВ GPMD ТВ-3 ПЯТНИЦА ПЯТЫЙ КАНАЛ ТВ ЦЕНТР МАТЧ ТВ
18-35
2 819 2 642 2 575 2 384 2 280 1 960 1 857 1 690 1 569 1 482 1 465 1 301 СТС ТНТ ПЕРВЫЙ КАНАЛ GPMD РОССИЯ 1 НТВ РЕН ТВ ПЯТНИЦА ТВ-3 DISNEY ПЯТЫЙ КАНАЛ ЧЕ
12-17 Internet video advertising as a communication channel is comparable to the audience with the leading TV channels
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Video consumption trends
VOD high penetration
PC audience growth slows down
Video legalization
Legal video changes illegal
People watch more often
Frequency growth
Online video becomes mobile
40% of mobile internet users watch video
Content consumption 24/7
Quantity of mobile gadgets per user leads to new habits
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VOD high penetration
Video consumption trends
TNS Web Index, Russia, % of users of category Age 12-64, 100 000+, December 2014/2015
20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0 2014 2015
Growth of Video views frequency
29% 47% 60% 67% 71% 34% 46% 55% 61% 68% 55-64 45-54 35-44 25-34 12-24 2015 2014
Desktop online video penetration through age-grade(% Russia population)
+26% +24%
Weekly average coverage Daily average coverage
The most active audience begins to use mobile devices for viewing online video
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Video consumption trends
*comScore Video Metrix, Russia, 6+, December 2015
1462
min
Users watch video average per month
M users watch video
96%
users watch video at home
41%
users watch video at work 5 000 000 10 000 000 15 000 000 20 000 000 25 000 000 67 500 68 000 68 500 69 000 69 500 70 000 70 500 71 000 71 500 Total Unique Viewers (000) Videos (000)
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Features of consumption
TNS Web Index, Russia, 12-64, 100 000+, December 2014-2015
Age
12-17 18-24 25-34 35-44 45-54 55-64
Average per month
Frequency views per month
138,8 98,3 58,9 49,2 56,3 60,3
69,7
Views per month M
333 457 465 287 268 190
2000
The high frequency of content consumption allows to run ad campaigns in order to achieve effective users coverage
+14% +22% +12% +19% +34% +4% +5% +11% +30% +36% +33%
+20%
+11%
+13%
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Video legalization
Video consumption trends
views pirated video views legal video
Out of the shadows Out of the shadows
«Out of the shadows» = to increase number of legal video views The average user don’t share: legal or pirated content. User needs to access it.
GPM-Digital expert review, April 2015, ComScore
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Going mobile
Video consumption trends
*Google Insights “YouTube Multi-Screen Study Web Index, Web Index Mobile, July to March 2015, Moscow + St Petersburg, Internet users 12-64
Desktop reach decrease and Mobile reach increase in research towns
Web Desktop App Online Web Mobile
+ 5 %
+ 4 %
40% of the time is spent viewing on mobile device Desktop/Mobile: dynamics of web sites with video content
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*comScore Video Metrix, Russia, 6+, December 2015 ** TNS Web Index, Russia, 12-64, December 2015
Available Available
7 000 000
unique users
240 M impressions
in mobile devices monthly
90 M impressions
in Smart TV monthly
According to ComScore VMX
42 800 000
people* According to TNS 27 500 000 people**
under development… under development…
GPMD Forecast
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27 500 000 27 575 900
11 132 000 8 205 100 5 995 300 4 512 000 4 088 200
GPMD Youtube** IMHO Mail видео Яндекс видео Everest Ivi
80%
20%
GPMD
UGC License
Unique online video audience
GPMD competitors
TNS Web Index, 12-64, Russia 100 000+, December 2015
Including Kinopoisk All websites from prise list (except YouTube)
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9% 17% 28% 20% 17% 9%
12-17 18-24 25-34 35-44 45-54 55-64
Men
Women
GPMD audience of video commercials
Share of audience in GPMD’s pool
TNS Web Index, 12-64, Russia 100 000+, December 2015
82% of GPMD audience are active consumers of goods and services:
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Even better than TV
Additional features of video ads
TARGETING
CONTACT QUALITY INTERACTIVITY
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Content quality improvement
Video ads opportunities
Research Comcon & IVI.ru, 2013, TV- 1000 people, IVI – 925 people
1% 19% 18% 28% 36%
38% 11%
15% 34%
TV VOD
Users attention while watching
Without interruption Interruption Switched to other channels Other Left the contact zone
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Content quality improvement
Video ads opportunities
Vivaki, Comcon Russia
100% 42% 61% 144% 100% 52% 75% 171%
TV Display (banner) In-page (video-banner) In-stream (pre-roll) Ad recall Purchase intent
Video format Visibility 1 sec Visibility 5 sec In-Page average 70% 52% In-Page min 56% 41% In-Page max 75% 59% In-Stream min >90% >90%
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Optimum media split
Unified planning model TV + Digital
Optimize TV split and effective supplement due VOD Elusive TV audience reach Additional tools for interaction with the target audience
Effective frequency reach Effective reach minimum budget Budget
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Demographical targeting in VOD gives us an opportunity to reach target audiences according to advertiser’s goals
Video ads opportunities
Demographical targeting
THEME TARGETING DEMOGRAPHICAL TARGETING
Thriller Melodrama Thriller Melodrama Demographical targeting helps to reach target audiences 3-4 times better compared with natural share campaign’s progress
* According 6 campaigns testing, April-May 2014, Impr. – more than 1,2 M users
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Re-targeting
Video ads
Options: 1. Sequential demonstration of video ads (2nd video ad for those who watched the 1st one) 2. Video ads demonstration for those, who visited client’s website 3. Banner demonstration for those, who watched video ads
User visited WEBSITE User watched Ad ROLL -1
Ad ROLL-2 demonstration BANNER show Ad ROLL demonstration
1 2 3
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2,6 bn 6 bn 9 bn 14,2 bn
GPMD video ad
2012 2013 2014 2015 GPMD Evolution
Potential capacity to monetize Reach (unique users)
20,6 25,7 29 32
M M M M
All-roll Interactives Smart-roll Demography, re-targeting The increase in complete video views eTRP Frequency limitation Web sites, themes
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Standard ad products
GPMD video ad
Ads
Go to advertiser’s site
Mid-roll
Video ad during content
Pre-roll
Video ad before content
Post-roll
Video ad after content
Overlay
Ad in the bottom of videoplayer
All-roll
Single frequency for pre/mid/post-roll
SMART TV:
Pre-roll
MOBILE:
Pre-roll/Mid-roll/Post-roll
DESKTOP:
Pre-roll/Mid-roll/Post-roll/All-roll/Overlay/Banner on pause Banner on pause
In-player banner on pause
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Advertising product
0 min 5 min 15 min
Timing content
The most important option for branding campaigns is user’s COMPLETE CONTACT with the ad Close button appears on 11th sec Close button appears on 11th sec Close button doesn’t appear
post-roll
roll
Average result of ads total view growth increased by 50% compared to results before change ad demonstration
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Scheme of work
Interests targeting
How it works: RB advertising management system collects information on the audience from the following sources: Mail thematic resources, Mail individual projects (incl. social nets), Mail web site articles, TOP-level Mail calculators on web sites and other. User has regularly over a period "to be" in the points account actions Mail website. * To get into the segment of interest to the user is not enough once read an article - each segment has its own algorithm for determining the hit by this segment. Once the user loses interest in some categories, the system stops producing target
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Main advantages
GPMD & advertising management system RB
GPMD provided OLV market qualitative demography targetings. Accuracy hit (according TNS) 60-80%
GPMD identifies more than 60% audience in terms of demography Audience behavioral targeting from Mail.ru is available for GPMD GPMD content increase several times using knowledge of demography
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GPMD Targeting
Due to the wide range of audience segmentation tools the precise targeting becomes possible, no matter under what criteria the target audience is united: gender, age, location, interests, etc.
Ways of interaction with the target audience
Geo Websites Frequency Affinity Retargetins Behavior Demography Thematic
In research:
Content length Player size Site/embeded
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Mail.ru available interests targeting
Auto by brands Business Home equipment Home and garden Pets Leisure & Entertainment Health Cinema Computer hardware and software Education Family and children Insurance Electronics and photo Finances Tourism Sports & Outdoors Travels Professional area Job search Clothing, Shoes & Accessories Construction and repair News interests Real estate Mobile devices Beauty and personal care Gastronomy Furniture and interior Mobile and internet Auto
27 10 eTRP
Факт 7 TRP
7 eTRPs close-out 10 eTRPs close-out 10 eTRPs close-out, keep 15% precision
eTRP
Customer
Video viewing Reservation and analytics system Media calculator Tools Independent veriffer Data for targeting Fact
7 eTRP
Fact
9 eTRP
Fact
13 eTRP
cases) categories: "Children's content", "Erotica"
29 Strategy / Mechanics Production & Ad Campaign start Optimization Project management / Reporting Presentations/ Cases
GPMD Creative team
GPMD United expertise Center of VOD formats
30 30 30
Special conditions for interactives inside player
BUTTON AD SELECTOR SIDEBAR EXTENDER
Watch video Watch video Watch video Watch video
31 BRANDED ZONE SKIN / WOW-ROLL
Customized interactives
Watch vodeo Watch video
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Adaptive communication in interactive
AS1 – New users AS 1 – New users АS 2- Answer «Yes» АS 3- Answer «No» АS 4 – No answer
Remainder roll
АS 2 «Yes» АS 3 «No»
АS 4 No answer
Remainder roll
1 week 2 week
АС- audience segment
Higher than usual by 36%
Response Rate
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TV Reach …………… …… 33,9 (4+) TV Frequency ……………………………..... 3,5 TV Campaign duration …... 2 weeks
25 000 25 000
Interactive element on TV ad helped to attract the target audience core
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A new way to attract attention to the product
Activation of advertising communication with Shazam
Watch video
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pictures, and subtitles support
logs on the website
draw users' attention
Attractive banner format video in the header - the key to its effectiveness
Video Billboard
Watch video
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that produce maximal engagement, give knowledge to people and build love for brand \ loyalty for client
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ENGAGEMENT
Videoblogging on DOM2.ru and Carambatv.ru Content project (HUB) or a game Building love for brand with sponsorship of series and tv-shows
TRAINING LOYALTY
GPMD special projects opportunities
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Typology of tools
Special projects
SPONSORSHIP OF POPULAR CONTENT NEW CONTENT PRODUCTION INTEGRATION INTO POPULAR CONTENT
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Sponsorship tasks
The first way to hold the best ad positions is Sponsorship of popular content Love for heroes of favorite show and soap operas invariably applies to Your Brand STAND OUT FROM THE CLUTTER POSITIVE ASSOCIATIVE ARRAY Your Brand will be organically integrated into the structure of popular programs ORGANIC INTEGRATION
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New partners
42 TV sponsorship on Gazprom Media TV channels lets Clients build love for brands through love for content. We make this love on channels’ websites Opportunities:
Mobile & SMM
Sponsorship
Additional content Using celebrities images
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*If other sponsor buys high-level option, content is replaceв analogue for the target audience
Sponsor pre-roll
(5 “ promo + pre-roll) Have a nice view!
Option 1 form:
Pre-roll in long-licensed content all the websites with 5” sponsor promo:
films, for example romantic comedies, the best blockbusters with Michael Bay)
(customize)
Sponsor promo
Option 1
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~ 1 200 000
conversions to client’s site
~ 4 500 000
reach of special project
Basic sponsorship of premiere TNT TV channel content that was uploaded on TNT-Online website
Option 2
Option 2 form:
Sprite was the sponsor of «Fizruk» content on TNT- Online.ru
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Basic sponsorship of premiere TNT TV channel content that was uploaded on TNT-Online website with celebrities
Опция 3
*It is necessary to discuss actor fee
Option 3 form:
+ soap opera\ show celebrities (opinion leaders) + bonus: TNT Design production 5 additional videos were created with Durex brand integration with the participation of stars of TNT - Denis Kosyakova (Comedy Battle) and Hope Sysoeva (Comedy Woman). The videos in the format of the stars of the comic stand-up performances told about the problems in the intimate life of the average couple and told how Durex Dual Extase help to cope with these problems.
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1 300 000
viral video views
3 100 000
project unique reach (cross)
1 000 000
SMM: VK group Comedy Club
Basic sponsorship of premiere TNT TV channel content that was uploaded on TNT-Online website with celebrities images and SMM activity
Option 4
Option 4 form:
+ soap opera\ show celebrities (opinion leaders) + bonus: TNT Design production +full interactive SMM package (social networks, Instagram, additional client’s materials) OldSpice & ComedyClub held a campaign with grand viral effect adding competition in interactive display ad
*It is necessary to discuss actor fee
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Placement of mini-games, quests, questionnaire, video ext. buttons in a prominent format on the project page and announcements
Super-banner with interactive mechanics
Mobile
Ad placement in mobile app TNT-Club. More then 1 M downloads, 3 platforms (iOs, Android, WinPhone)
BTL (offline activation)
Support for internal promotional channel. Example of accommodation during the premiere of Harry Potter Deaths: broom in parking lots for bicycles throughout Moscow
The functions available in any of the options
Additional functions
*It is necessary to discuss actor fee
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TNT-Club apps. Formats
1 + Push notice
Splash-screen (log on to apps) Full-screen (go to section) Pre-roll, mid- roll & post-roll in player Banner in the window
Video section Post newswire
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Sponsorship event calendar
Q1 2016 Q1 2016
50 Opinion leader
Integration into popular content
Your brand
51 INCREASE SALES Demonstration of use of the product Integration into thematic blogs Building confidence in the brand through the use of opinion leaders or Celebrity TRAINING ASSOCIATION WITH CELEBRITIES
Integration into popular content
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Types of integration into the popular content
views
blogger
coverage
topical theme
Video blog Special heading
coverage Event Features:
53 How to use EMLA means to achieve the maximum effect of anesthesia, told headliners television project Dom-2 in his video blog in which participating in the project talk about women's tricks and beauty secrets. They have shown by example spectator, how to apply the product. Blog announcement:
Special project zone:
page views
unique users
average communication time
Watch video
Education
Emla case
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Max +100500 & Meller
Association with celebrities
The new release Moran Days was devoted to an additional hour. Max realized all what so long dreamed of, but could not find the time. He went by car Aston Martin, played the golf, jumped with a parachute. All of this in his own style, crazy, bold and cheerful.
page views
likes
comments about video
Watch video
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Increased sales
Elena Krygina &Scholl nail file Maria Way и Sephora There was a link below the video player that can be ordered immediately Scholl nail file in Ozon
the second day after the integration. Special issue – makeup on prom with products Sephora. Client has blocked 2 flutes with Maria Way after the campaign. In addition, it was posted a photo with the product to your personal Mary instagram (1.5 million subscribers)
page views
likes
page views
likes
Watch video Watch video
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Performance metrics tracking and methods
Tracking
Education
Postcampaign statistics, Research format Obtaining knowledge contact duration Task Metric
Celebrity assosiation
Postcampaign statistics, Research format, GA (postclick) Establishment of the association, the degree of involvement
Increase sales
Research format, GA (postclick) Click/ Shopping online store Shopping in the offline store
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New content production
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Tasks of Unique content
Involvement
brand
trends
services Education Ad campaign Increased perception
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Types of content
Unique creative decisions Professional content Branded content UGC
interaction with the brand
around actual themes and trends
experts & celebrities
quality content
reach Content variety
with favorite audience , qualify & legal content
great reach
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UGC
Samsung x Coub
Full Metal Coub http://coub.com/galaxy-a brand channel was
Victor An (Olympic champion). Users participated in club competition and created their "metal" clubs with the hashtag #GalaxyA and #Fullmetal, the essence of the contest was to make Kobe, using video or audio, one way or another related to metal. Client presented smartphones. As a result there was users involvement & number of participants growth. The winners:
>2 190 000
video views
700 | 162
coub’ов/ moderation
20 260
likes
7 016
recoubs
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Branded content
Mini Cooper x Rutube
Mini Cooper Special project. On Rutube web site a unique branded zone was created. There users could get acquainted with the works of the arthouse film festivals. For them, the theater was created under the open sky with a romantic view of Moscow. Rutube web site was chosen for project realization. It has great video resources reach in the Runet. Special sponsor section “Mini” on the web site was created. It included:
5 101 766
campaign reach
866 271
clicks
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Unique creative decisions
Skype x The-Village.ru
The main task - to tell about different ways of daily use Skype. Increase the frequency of use among Skype users to everyday and ordinary, to demonstrate the function "call 1: 1", "Share-screen." To support the relationship between parents and children, especially between fathers and children. Tell the young moms and dads how modern technology helps in maintaining relationships and communication with their children.
unique link, they read fairy tales child popup text from the screen and with the baby followed the development of the plot cartoon.
45 271
project reach
100 363
views
3 533
product video views
~ 2 мин
average time on the project
44%
clicks more than 1 times
63 Cannes lions Shortlist Mobile 2015 Golden hummer
Gold 2015 Silver 2015 Silver 2015 Grand prix 2015 Access key 2015
Skype «Bedtime Calls» on The-Village.ru
Project awards and nominations
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Performance metrics tracking and methods
Tracking
Education
Postcampaign statistics, User survey Obtaining knowledge, contact duration Task Metric
Ad campaign gain perception
Postcampaign statistics, user survey, GA (postclick) Positive content mark, contact time
Involvement
Clicks/ Participation in promotions and contests Postcampaign statistics, user survey, GA (postclick)
sales@gpm-digital.com