12/28/071 Advertising and Promotion ONLINE VIDEO presented by Carol Flagg, Austin Chronicle AAN Web Publishing Conference 2008

12/28/072 According to Emarketer…  Online video ad spending in U.S at $640 million  By 2009, $1.5 billion

12/28/073 According to DoubleClick...  A healthy portion of exposed audiences interact with video ads - on average, 8% of video ads generate user interaction  Video click thru rates are higher than image format ads, averaging % vs percent for traditional banners.

12/28/074 Overview Common Video Ad Formats...  Pre-roll New York TimesNew York Times  Mid-roll and post roll  Auto-play and User-initiated Austin ChronicleAustin Chronicle

12/28/075 Classified Verticals...  Miami Herald Employment TV Miami Herald  Realpeoplerealstuff Realpeoplerealstuff  Chicago Tribune Real Estate Chicago Tribune Real Estate

12/28/076 Business Profiles...  Financial Times Ad Feature Financial Times Ad Feature

12/28/077 Lions & Tigers & Google, oh my...  Google is in on the action Google

12/28/078 Sample Promotions Using Video...  Club Chronicle Team Challenge Club Chronicle Team Challenge  Bacheloser Bacheloser  Chron TV Chron TV

12/28/079 And there is always YouTube...  Post promo videos on YouTubepromo videos  Also, easy way to enter into this space – YouTube converts your video and hosts it; paper embeds the code provide by YouTube on their website. The Stranger's HUMP event videoHUMP

12/28/0710 And there is always YouTube...  Also, you may find interesting ways to use YouTube videos on your site as well to draw reader interest...Chronicle Ad NauseamChronicle Ad Nauseam

12/28/0711 Chronicle Rates...  Online Rates Online Rates

12/28/0712 Chronicle Sales Strategy...  ‏One SheetsOne Sheets  Sales goals – sell 3 online campaigns per qtr and one must be video  Heavy target on local/state political races  Ultimate goal: Med. Rectangle is dedicated solely to video ads

12/28/0713 Tech stuff from our webmaster or in other words, the stuff I don't know anything about...  Basic instructions for building video ads Basic instructions

12/28/0714 Resources Used...  Promotions team shoots video for promotions; advertisers provide video for ads  Webmaster builds video ads  Videographer interns for college credit  Contract with local videographer

12/28/0715 Chronicle Recap...  Cost additional $2 cpm‏  Include video ad in goals  Produce video ads at no charge w/clip from client  Provides outside videographer support  Uses existing staff for promotional videos  Webmaster builds ads/promotional videos

12/28/0716 Other AAN Papers...  News & Review Face to Face News & Review  Video is bundled w/print buy with a minimum 13 week commitment  Contract videographer for $75 per video  Hosted remotely and charged for bandwidth

12/28/0717 Other AAN Papers...  Seven Days Bite Club Promotion Seven Days  Local retail ad Local retail ad  On staff videographer  Videos hosted by Brightcove.comBrightcove.com  Experimenting with recruitment ads

12/28/0718 Other AAN Papers...  Metro Times Video Vault Metro Times  30 sec videos at $500 first month; $250 thereafter  Use interns to shoot videos (at no charge)‏  Hosted on their own site

12/28/0719 General CPM Rates... Per AccuStream Imedia Research  Pre-roll ads: $25-$30  Banner ads: $8-$25, depending on target & positioning

12/28/0720 Some Vendor/Network Options...  SpotXchange, an auction site for pre-roll ads. CPM rates vary from $7-$12. SpotXchange  Undertone Networks video ad network sells pre-rolls for pre-emptable (ie. Remnant). $8-$10 CPM rates. Undertone Networks  Brightcove to host video ads (pay for bandwidth)‏ Brightcove  Digital Media Communications DMC Provides wholesale videos. Digital Media Communications  Biemedia also provides wholesale videos. Biemedia

12/28/0721 Reference Links...  Pointroll Streaming Video Advertising Guide 2006 Pointroll Streaming Video Advertising Guide 2006  Advertising Age: Guide to Online Video Advertising Age: Guide to Online Video  ClickZ Ads: The Three Best Practices ClickZ Ads: The Three Best Practices  E&P: Online Video Ads Score Well with Users E&P: Online Video Ads Score Well with Users  Media Life: In classifieds, video's quite the big deal Media Life: In classifieds, video's quite the big deal

12/28/0722 Copy of this presentation...  Will be posted post-conference on AAN website or you can me for a copy at: