Extreme Reach Tech Talk at DAS: The Video Advertising Workflow is Broken, but Fixable
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Transcript of Extreme Reach Tech Talk at DAS: The Video Advertising Workflow is Broken, but Fixable
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Broken
Robert Haskitt, Extreme
Reach
But fixable.
The video advertising workflow
Production
Audience
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The current online video workflow doesn’t scale.
Start 2. 4.3. 5.
9. 8. 6.7.
10. FinishFinally. FinishFinally.
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90%
Most in-stream ads are TV ads too.
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$350kAverage cost to produce a :30 TV commercial
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TV
preferable
Finish.
WebFinish.Finally.
Downstream
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The online video workflow is overly complicated because it’s downstream from TV.
Which ad?
Where’s the ad?
Which version of the ad?
Talent and rights permissions?
How can I get a copy?
What format for each publisher/device?
How do I need to get it to them?
Upload to a third-party ad server?
Add interactivity to video?
Swap, pull, rotate live creative?
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Upstream.Go
Tap into TV from square onewith a cross-media video platform.
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Cross-media video platform
Production
Master
TV & Web Creative, Info and Tools Together
TV
Web/Mobile
TV Team Digital Team
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Direct access to: • Commercial masters• Every version• Talent & rights permissions• Tools to traffic, pull, swap, rotate & cap
Web/Mobile
Master
From production desktop
To TV
Automatically:• Add interactive features to the video• Format video for every publisher & device from the master• Serve video directly to audience on all sites & devices
TV & Web together on a cross-media video platform
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Unified execution = Unified reporting
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Move upstream.
Manage, deliver and measure
online video advertising along-side of TV
with a cross-media video platform.