ALLCLAD ARNO CALOR KRUPS LAGOSTINA MOULINEX ROWENTA SEB

ALL-CLAD ARNO CALOR KRUPS LAGOSTINA MOULINEX ROWENTA SEB TEFAL Онлайн видео как инструмент оптимизации медиа бюджета play Анна Шепелева April 2013

Активность телесмотрения аудиторией GPDM Light TV viewers 30% Medium TV viewers 42% Hard TV viewers 27% По данным TNS Web Index, Россия, 12 -64, 100 000+, январь 2013

BE A MEDIA not only BUY IT 23

СПАСИБО Анна Шепелева ashepeleva@groupeseb. com 24

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Выбор рекламных форматов онлайн видео Spontaneous ad awareness* 4 3 % Pre-roll 43 % 11 % Mid-roll 55 % Pause-roll Post-roll What is the less annoying format of video ads for you? * 15% З/ о u. . . 8% Pa id . . . 13% M st . . . 31% Po Pr e- . . . 33% Key recommendations for media planning: • Pause-roll is the only format to avoid. • All-roll format is recommended if a supplier applies additional mark-up format selection • 15 seconds is the most effective duration for a video ad *Source: Comcon Synovate for IVI. ru, 2012 **Source: You. Tube/Ipsos OTC Media CT study, December 2011 27

Step 2. Key pillars for site selection 1 2 3 Targeting opportunities and true view serving possibility Relevance (content quality and site affinity) Volume (impressions) 4 Price 28

Step 2. Sites peculiarities • True view on the auction basis buying model, up to 75% of budget saving • Great share of legal content • Wide volume of impressions • 80 -90% of users watch video till the end in case of legal content placement • Manual content targeting is available • 100% Legal content • But small volume of served impressions • No possibility to skip the preroll 29

Case study

National Banner campaign on Steam Stations Timing: 27 February - 25 march 2012 Budget: 4, 6 mln RUR Focus products: Tefal steam stations (GV 8460 flagman) 32

First time we used video youtube. ru ØTo demonstrate product in details and to tell all benefits of the product we used video formats and thematic sites *pre-roll max 15 sec. videomore. ru ivi. ru