1 000 000

GPMD Video ad 2016
Stronger Faster Higher
Video popularity growth
Users watch more than
14 972 353 426
M users
video rolls monthly
% penetration of video in relation to the country population
49%
57%
64%
70%
37%
23%
25%
33
36
2011
2012
Json&Partners Consulting, Comscore, 2014
52
2013
70
2014
2
83
92
100
2015
2016F
2017F
Comscore Media & Video Metrix, Russia, 6+, December 2015
GPMD reach VS ТV channels
12-54
18-35
ПЕРВЫЙ КАНАЛ
37 944
РОССИЯ 1
36 313
СТС
ПЕРВЫЙ КАНАЛ
31 396
2 819
ТНТ
2 642
ТНТ
16 356
ПЕРВЫЙ КАНАЛ
2 575
СТС
16 210
GPMD
2 384
РОССИЯ 1
2 280
НТВ
1 960
РЕН ТВ
1 857
НТВ
33 421
РЕН ТВ
СТС
16 470
34 374
НТВ
17 758
РОССИЯ 1
35 381
ТНТ
12-17
14 710
РЕН ТВ
13 775
ПЯТЫЙ КАНАЛ
27 201
GPMD
ТВ-3
26 841
ТВ-3
11 523
ПЯТНИЦА
1 690
ПЯТНИЦА
11 153
ТВ-3
1 569
24 536
ПЯТЫЙ КАНАЛ
10 885
DISNEY
1 482
24 345
ТВ ЦЕНТР
10 410
ПЯТЫЙ КАНАЛ
1 465
ЧЕ
1 301
ТВ ЦЕНТР
GPMD
ПЯТНИЦА
МАТЧ ТВ
25 790
22 107
МАТЧ ТВ
12 655
8 484
Internet video advertising as a communication channel is comparable to the audience with the leading TV channels
3
TNS TV Index/Web Index, Russia 100 000+, December 2015
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
4
Video consumption trends
VOD high penetration
Growth of Video views frequency
Desktop online video
penetration through age-grade(% Russia population)
100,0
90,0
80,0
68%
71%
12-24
+24%
61%
25-34
70,0
67%
60,0
55%
35-44
50,0
40,0
+26%
30,0
60%
46%
47%
45-54
20,0
55-64
10,0
34%
29%
-
Weekly average coverage
2014
Daily average coverage
The most active audience begins to use mobile devices for viewing online
video
2015
2015
5
2014
TNS Web Index, Russia, % of users of category
Age 12-64, 100 000+, December 2014/2015
Video consumption trends
71 500
71
25 000 000
71 000
20 000 000
M users watch video
70 500
70 000
15 000 000
69 500
96%
users watch video at home
41%
users watch video at work
10 000 000
69 000
68 500
5 000 000
68 000
1462
67 500
0
min
Users watch video average per
month
Total Unique Viewers (000)
6
Videos (000)
*comScore Video Metrix, Russia, 6+, December 2015
Features of consumption
Age
Frequency
views per
month
Views per
month
M
12-17
+14%
138,8
+11%
333
18-24
+22%
25-34
35-44
+12%
+19%
45-54
+34%
55-64
+33%
Average per
month
+20%
98,3
58,9
49,2
56,3
60,3
69,7
+4%
457
+5%
465
+11%
287
+30%
268
+36%
190
+13%
2000
The high frequency of content consumption allows to run ad campaigns in order to achieve effective users coverage
7
TNS Web Index, Russia, 12-64, 100 000+, December 2014-2015
Video consumption trends
Video legalization
Out of the
shadows
7 BN
views
pirated
video
The average user don’t share: legal or pirated content.
User needs to access it.
2,5 BN
views
legal
video
«Out of the shadows» = to increase number of legal
video views
Out of the
shadows
8
GPM-Digital expert review, April 2015, ComScore
Video consumption trends
Going mobile
Desktop/Mobile: dynamics of web sites with video
content
40% of the time is spent viewing on
mobile device
-8%
+
5
%
+
4
%
Web Desktop
App Online
Web Mobile
Desktop reach decrease and Mobile reach increase in research towns
*Google Insights “YouTube Multi-Screen Study
9
Web Index, Web Index Mobile, July to March 2015, Moscow + St Petersburg, Internet users 12-64
Video
advertisement
from GPMD
According
to ComScore VMX
42 800 000
people*
According to TNS
27 500 000 people**
Available
7 000 000
unique users
240 M impressions
in mobile devices monthly
under development…
Available
90 M impressions
in Smart TV monthly
under development…
*comScore Video Metrix, Russia, 6+, December 2015
** TNS Web Index, Russia, 12-64, December 2015
11
GPMD Forecast
GPMD competitors
Unique online video audience
GPMD
27 500 000
27 575 900
20%
UGC
80%
License
11 132 000
8 205 100
5 995 300
GPMD
Youtube**
IMHO
Mail видео
All websites from prise list
(except YouTube)
Яндекс видео
4 512 000
4 088 200
Everest
Ivi
Including Kinopoisk
12
TNS Web Index, 12-64, Russia 100 000+, December 2015
GPMD audience of video commercials
Share of audience in GPMD’s pool
12-17
9% 9%
Women
51%
Men
17%
49%
18-24
17%
25-34
35-44
20%
45-54
28%
55-64
82% of GPMD audience are active consumers of goods and services:
• Try everything to get the most vivid impressions
• Try new foods
• Spend extra money on a well-known brand
• Go shopping to cheer up often
• Spend money
13
TNS Web Index, 12-64, Russia 100 000+, December 2015
Additional features of video ads
Even better than TV
CONTACT QUALITY
INTERACTIVITY
TARGETING
•Brand metrics improvement
•Ad retention
•Contact time growth
•Fast optimization
•Demographic
•Re-targeting
•Frequency capping
14
Video ads opportunities
Content quality improvement
Users attention while watching
15%
38%
Without interruption
34%
11%
Interruption
28%
Switched to other channels
19%
Left the contact zone
36%
18%
Other
TV
1%
VOD
15
Research Comcon & IVI.ru, 2013, TV- 1000 people, IVI – 925 people
Video ads opportunities
Content quality improvement
171%
In-stream (pre-roll)
144%
In-page (video-banner)
Display (banner)
Video format
75%
61%
52%
42%
Ad recall
Visibility 5 sec
In-Page average
70%
52%
In-Page min
56%
41%
In-Page max
75%
59%
>90%
>90%
In-Stream min
100%
100%
TV
Visibility 1 sec
Purchase intent
16
Vivaki, Comcon Russia
Unified planning model TV + Digital
Effective frequency reach
Optimum media split
Optimize TV split and effective supplement due
VOD
Elusive TV audience reach
Additional tools for interaction with the target
audience
Budget
Effective reach minimum budget
17
Video ads opportunities
Demographical targeting
Demographical targeting in VOD gives us an opportunity to reach target audiences according to advertiser’s goals
THEME TARGETING
Thriller
DEMOGRAPHICAL TARGETING
Melodrama
Thriller
Melodrama
Demographical targeting helps to reach target audiences 3-4 times better
compared with natural share campaign’s progress
18
* According 6 campaigns testing, April-May 2014, Impr. – more than 1,2 M users
Video ads
Re-targeting
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 watched
Ad ROLL -1
1
2
Ad ROLL-2
demonstration
BANNER
show
User visited
3
Ad ROLL
demonstration
WEBSITE
19
GPMD video ad
Smart-roll
Demography, re-targeting
All-roll
Interactives
Frequency limitation
Web sites, themes
The increase in complete video views
eTRP
32
M
29
M
25,7
M
20,6
M
GPMD
Evolution
Reach
(unique users)
2,6 bn
Potential
capacity to
monetize
6 bn
9 bn
14,2 bn
2012
2013
2014
20
2015
GPMD video ad
Standard ad products
MOBILE:
DESKTOP:
Pre-roll/Mid-roll/Post-roll/All-roll/Overlay/Banner on pause
Pre-roll/Mid-roll/Post-roll
Ads
Overlay
Ad in the bottom of videoplayer
SMART TV:
Banner on pause
Pre-roll
In-player banner on pause
Go to advertiser’s site
All-roll
Single frequency for
pre/mid/post-roll
Pre-roll
Video ad before content
Mid-roll
Video ad during content
Post-roll
Video ad after content
21
Advertising product
The most important option for branding campaigns is user’s COMPLETE CONTACT with the ad
0 min
Close button appears on 11th sec
•
One ad video is in pre-roll,
post-roll
5 min
Close button appears on 11th sec
•
•
Ad unit in pre-roll ads
One ad video in post-roll
Timing content
15 min
Close button doesn’t appear
•
Ad unit in pre-roll, mid-roll, postroll
Average result of ads total view growth increased by 50% compared to results before change ad demonstration
22
Interests targeting
Scheme of work
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
23
GPMD & advertising management system RB
Main advantages
GPMD identifies more than 60%
audience in terms of demography
GPMD content increase several times
using knowledge of demography
Audience behavioral targeting from
Mail.ru is available for GPMD
GPMD provided OLV market qualitative demography targetings.
Accuracy hit (according TNS) 60-80%
24
GPMD Targeting
Ways of interaction with the target audience
Websites
Frequency
Affinity
Geo
Retargetins
Behavior
Demography
Thematic
In research:
Content length
Player size
Site/embeded
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.
25
Mail.ru available interests targeting
Auto
Auto
by brands
Business
Home
equipment
Home
and garden
Pets
Leisure
& Entertainment
Health
Cinema
Computer hardware
and software
Beauty
and personal care
Gastronomy
Furniture
and interior
Mobile
and internet
Mobile devices
Real estate
News interests
Education
Construction
and repair
Clothing,
Shoes & Accessories
Job search
Professional area
Travels
Family
and children
Sports & Outdoors
Insurance
Tourism
Finances
Electronics
and photo
26
eTRP
Data for
targeting
Independent
veriffer
Факт
Fact
7
7 eTRP
TRP
10 eTRP
Customer
Video
viewing
Media
calculator
Reservation and
analytics system
Tools
•
•
•
•
•
•
•
Fact
9 eTRP
Fact
13 eTRP
7 eTRPs close-out
10 eTRPs close-out, keep 15% precision
10 eTRPs close-out
Unit of sale - 1 eTRP (fixed amount of target contacts)
Fixed target groups
15% interval error
Minimum period of ad placement is 3 weeks
Minimum order quantity is 2,5 M rubles for video roll (less 20 sec)
Minimum rate - 5 / Uniq. for company
The product is sold on the entire network, with the exception (in special
cases) categories: "Children's content", "Erotica"
27
Non-standard
GPMD Creative team
Strategy /
Mechanics
Production & Ad
Campaign start
GPMD
United expertise
Center of VOD formats
Optimization
Project management /
Reporting
Presentations/
Cases
29
Special conditions for interactives inside player
Watch video
Watch video
BUTTON
SIDEBAR
Watch video
Watch video
AD SELECTOR
EXTENDER
30
30
Customized interactives
BRANDED ZONE
SKIN / WOW-ROLL
Watch vodeo
Watch video
31
Adaptive communication in interactive
Higher than usual
by 36%
Response Rate
1 week
2 week
АS 2Answer «Yes»
AS 1 – New users
Remainder roll
АS 3Answer «No»
AS1 – New users
АS 2 «Yes»
АS 4 – No
answer
Remainder roll
АS 3 «No»
АS 4
No answer
32
АС- audience segment
Interactive element on TV ad helped to attract the target
audience core
TV Reach
…………… …… 33,9 (4+)
TV Frequency ……………………………..... 3,5
TV Campaign duration
…... 2 weeks
25 000
33
25 000
Activation of advertising communication with Shazam
A new way to attract attention to the product
Watch video
34
Video Billboard
Attractive banner format video in the header - the key to its effectiveness
Watch video
•
Banner in the header, which consists of videos,
pictures, and subtitles support
•
Video begins to play automatically when user
logs on the website
The position on the page format allows you to
draw users' attention
Available interactive options
•
•
35
Special projects
-communication methods with audience
that produce maximal engagement, give
knowledge to people and build love for
brand \ loyalty for client
37
GPMD special projects opportunities
TRAINING
LOYALTY
ENGAGEMENT
Videoblogging on DOM2.ru and
Carambatv.ru
Building love for brand with sponsorship of
series and tv-shows
Content project (HUB) or
a game
38
Special projects
Typology of tools
SPONSORSHIP OF
POPULAR CONTENT
INTEGRATION INTO
POPULAR CONTENT
39
NEW CONTENT
PRODUCTION
Sponsorship tasks
STAND OUT FROM THE CLUTTER
The first way to hold the best ad
positions is Sponsorship of
popular content
POSITIVE ASSOCIATIVE ARRAY
Love for heroes of favorite show
and soap operas invariably applies
to Your Brand
40
ORGANIC INTEGRATION
Your Brand will be organically
integrated into the structure of
popular programs
New partners
41
Sponsorship
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
Additional content
42
Using celebrities images
Option 1
Sponsor promo
Option 1 form:
Sponsor pre-roll
Pre-roll in long-licensed content all the websites with 5”
sponsor promo:
(5 “ promo + pre-roll)
• Only long form, license (TNT content, full –length art
films, for example romantic comedies, the best
blockbusters with Michael Bay)
• Guaranteed display in pre-roll, single in the block
• Full voiced animated screensaver «Sponsor the show»
(customize)
Have a nice view!
•
Available and operational option in integration
•
The ability to post an interactive video
•
Exclusive category
•
Harmonious option on multiple units of content
43
*If other sponsor buys high-level option, content is replaceв analogue for the target audience
Option 2
Basic sponsorship of premiere TNT TV channel content that was uploaded on
TNT-Online website
Option 2 form:
•
•
•
•
Branded background within content
Sponsorship videos
Special display ad (with interactive)
SMM (posts on TNT channel group)
Sprite was the sponsor of «Fizruk» content on TNTOnline.ru
~ 1 200 000
conversions to client’s site
~ 4 500 000
reach of special project
44
Опция 3
Basic sponsorship of premiere TNT TV channel content that was uploaded on
TNT-Online website with celebrities
Option 3 form:
•
•
•
•
Branded background within content
Sponsorship videos
Special display ad (with interactive)
SMM (posts on TNT channel group)
+ 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.
45
*It is necessary to discuss actor fee
Option 4
Basic sponsorship of premiere TNT TV channel content that was uploaded on
TNT-Online website with celebrities images and SMM activity
Option 4 form:
•
•
•
•
Branded background within content
Sponsorship videos
Special display ad (with interactive)
SMM (posts on TNT channel group)
+ 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
on TNT web-site, Vk.com groups and Instagram
1 300 000
viral video views
3 100 000
1 000 000
project unique reach (cross)
SMM: VK group Comedy Club
46
*It is necessary to discuss actor fee
Additional functions
The functions available in any of the options
BTL (offline
activation)
Mobile
Ad placement in mobile
app TNT-Club.
More then 1 M
downloads,
3 platforms (iOs, Android,
WinPhone)
Support for internal
promotional channel.
Example of accommodation
during the premiere of Harry
Potter Deaths: broom in
parking lots for bicycles
throughout Moscow
Super-banner with interactive mechanics
Placement of mini-games, quests, questionnaire, video ext. buttons in a
prominent format on the project page and announcements
47
*It is necessary to discuss actor fee
TNT-Club apps. Formats
Splash-screen
(log on to apps)
Full-screen
(go to section)
Pre-roll, midroll & post-roll
in player
Banner in the window
on the home page
Video section
1
+ Push notice
48
Post newswire
Sponsorship event calendar
Q1 2016
Q1 2016
49
Integration into popular content
Your brand
Opinion leader
50
Integration into popular content
TRAINING
ASSOCIATION WITH CELEBRITIES
INCREASE SALES
Demonstration of use of the product
Building confidence in the brand through the
use of opinion leaders or Celebrity
Integration into thematic blogs
51
Types of integration into the popular content
Video blog
Event
Special heading
Features:
•
•
•
•
•
The popular character - the leader of the •
•
views
Involvement by the credibility of the •
blogger
Relevant themes
The possibility of viral effect
High contact duration, medium or large
coverage
Popular event
The ability to bring authoritative expert
The average duration of contact, great
coverage
52
•
•
•
Organization of the audience around a
topical theme
Great reach and high frequency
The possibility of long campaigns
Education
Emla case
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.
Watch video
Blog announcement:
• hypertext link to the home page
• Banner on pause in video player on web site
Special project zone:
• 4 video blogs
• 240х400 product banner near the video roll
• user goes to the Client website clicking banner
60 100
46 900
page views
unique users
53
> 3,5 min
average communication time
Association with celebrities
Max +100500 & Meller
Watch video
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.
> 530 000
16 000
page views
likes
54
> 300
comments about video
Increased sales
Elena Krygina &Scholl nail file
Maria Way и Sephora
Watch video
Watch video
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)
There was a link below the video player that can
be ordered immediately Scholl nail file in Ozon
shop. The product ended in the store Ozon on
the second day after the integration.
> 600 000
page views
11 000
> 1 340 000
likes
page views
55
122 000
likes
Performance metrics tracking and methods
Task
Metric
Tracking
Education
Obtaining knowledge
contact duration
Postcampaign statistics,
Research format
Celebrity
assosiation
Establishment of the association,
the degree of involvement
Postcampaign statistics,
Research format,
GA (postclick)
Increase
sales
Click/
Shopping online store
Shopping in the offline store
Research format,
GA (postclick)
56
New content production
57
Tasks of Unique content
Education
• Brand and product knowledge building
• Forming consumption habits
• No barriers
Ad campaign Increased perception
• Uniting target audience around actual
trends
• Providing the best content & useful
services
58
Involvement
• Deepening communication with the
brand
• Stimulating sales and trial
Types of content
Branded content
Unique creative decisions
UGC
• Users involving
• Interactive formats & direct
interaction with the brand
• Viral spread
• High content length, average
or high reach
• Brand = provider of unique and useful services
• The ability of long campaigns
• Great reach, high frequency and content length
Professional content
• Target audience organization
around actual themes and
trends
• The ability to attract competent
experts & celebrities
• Popular content association
• Organically integration into
quality content
• Average content length, great
reach
Content variety
• Positive Brand association
with favorite audience ,
qualify & legal content
• High content length ,
great reach
59
UGC
Samsung x Coub
Full Metal Coub http://coub.com/galaxy-a brand channel was
created. It included images of Smartphone (metal design) and
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:
• http://coub.com/view/5hckl
• http://coub.com/view/5hz97
>2 190 000
video views
700 | 162
20 260
coub’ов/
moderation
likes
60
7 016
recoubs
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:
• Editorial announcement on Rutube web site
• Media announcement on Rutube web site
• Special project zone. There user could directly interact with the brand
• Announcement on TopGearrussia & Tvrain web sites
5 101 766
campaign reach
61
866 271
clicks
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.
• The parents called the baby, using any device? With installed Skype
• Specifies the name and age of the child
• During the call, using the technology «share screen» or by sending a
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
62
~ 2 мин
average time on the
project
44%
clicks more than 1 times
Skype «Bedtime Calls» on The-Village.ru
Project awards and nominations
Golden hummer
Cannes lions
Gold 2015
Silver 2015
Silver 2015
Grand prix 2015
Access key 2015
Shortlist
Mobile 2015
63
Performance metrics tracking and methods
Task
Metric
Tracking
Education
Obtaining knowledge,
contact duration
Postcampaign statistics,
User survey
Ad campaign
gain perception
Positive content mark,
contact time
Postcampaign statistics,
user survey,
GA (postclick)
Involvement
Clicks/
Participation in promotions and contests
Postcampaign statistics,
user survey,
GA (postclick)
64
Thank you for
your attention!
[email protected]