DPS Taboola Pitch-a-Kucha
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Tracking a Path to Video Optimization Ira Silberstein, SVP Publisher Sales and Operations, Taboola 1
description
"Tracking a Path to Video Optimization" Presented by: Ira Silberstein, svp of business development and client operations, Taboola
Transcript of DPS Taboola Pitch-a-Kucha
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Tracking a Path to Video OptimizationIra Silberstein, SVP Publisher Sales and Operations, Taboola
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The Numbers are big time
42 Billion ?
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The Numbers are big time
42 Billion monthly videos watched
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The Numbers are big time
7.5 Billion ?
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The Numbers are big time
7.5 Billion Pre roll ads watched
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The Numbers are big time
3.2 Billion ?
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The Numbers are big time
3.2 Billion minutes of pre roll watched
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Macro Trends for Advertising Spend
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Macro Trends for Advertising Spend
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Lots of Positive Signals
Content Story: Premium video content is expanding across genres,
from TV shows and movies to sports, music clips and made-for-web
programs
Platform Story: Mobile and Tablet accelerating fastest - Desktop still
commands lion’s share of streams
Monetization Story: “Newfronts” going from ½ day event to two week
season, including Hulu, Google, Microsoft, AOL and Yahoo
"2012 will be the year where TV finds online video has arrived as an equal.”-- Colin Kinsella, CEO of Digitas North America
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Beware The Obstacles
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Beware The Obstacles - Consumers
1. Consumers don’t expect traditional publishers to cover a story with video
• Don’t visit site with intent to click and watch videos• Don’t seek out video coverage
2. Don’t know where to find video
3. Increasing streaming costs risk alienating consumers
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Beware The Obstacles - Monetization
1. Sales team hesitant to sell pre-roll unless they know they can deliver
2. Advertiser budgets are constrained as they reflect supply challenges
3. Lack of standards still persist – ad units, metrics, cost
4. Broadband costs increasing
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Beware The Obstacles -Editorial
1. Editors want to stay in control
2. Missing is a solution that editors can scale and exert control so the system can to promote the right video to right user at right time
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There is a clean line
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Unique Solution
1. Targets users when they are most likely to click
2. Changes user perceptions of what to expect from a publisher
3. Custom UI and Placement meets publisher requirements
4. Custom algorithm configurations satisfy editorial needs
