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MFA > Video > Flashcards

Video Flashcards

1
Q

The 3 main Video catergories

A
  1. Long Form
    - generally single content piece
    - lasts longer than 10 minutes
    - examples: TV Show, Series or documentary-type video.
    - ad formats are scheduled and unskippable.
  2. Short Form
    - under 10 mins
    - examples: news updates, how-to videos, and short clips.
    - ad formats are pre, mid or post roll.
  3. Social Video
    - generally short-form
    - crafted to drive engagement actions
    - examples: videos on instagram, facebook or tiktok.
    - ad formats could include a tvc running mid-roll of a video about that product.
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2
Q

Effectiveness % for video for the marketing funnel

A
  1. Awareness - 2.2%
  2. Considerations/Understanding - 1.6%
  3. Motivation (Purchase) - 1.7%
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3
Q

what is AutoplayVideo

A

A video ad or an ad linked that plays without user interaction. An ad that will just start playing.

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4
Q

what is BVOD?

A

Broadcaster Video on Demand (Catch-Up TV)

Video that is controlled, enabled and consumed after the first screening has already been released on its native platform.

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5
Q

what is VPAID?

A

(Video Player Ad-Serving Interface Definition)

VPAID makes your ad interactive.

eg, adds an overlay so a viewer can pick options in the video. this allows better measurement and engagement results for your ad.

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6
Q

what is VAST?

A

VAST (Video Ad Serving Template)

used as a script, provides a generic framework for embedding in-stream video ads. developed by the IAB for serving video ads. designed as a standard template so it’s more uniform communication between the video player and the video ad server.

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7
Q

CPCV

A

Cost Per Completed View

Metric to measure video buying efficiency

CPCV= Cost / Completed views

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8
Q

CPM

A

Cost per thousand

Metric to measure the cost to deliver 1, 100 ad impressions

can also be used to measure the fficiency of a campaign.

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9
Q

Completion Rate

A

A percentage result of the video was completed on average for the campaign.

used as a measuer of awareness of your campaign.

View / impressions x 100

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10
Q

UGC

A

User Generated Content

“influencer” videos so amateurs and available to everyone

generally paid for by a brand.

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11
Q

VOZ

A

Virtual Australia

Allows agencies to measure audience numbers across TV and connected devices

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12
Q

OTT

A

Over the Top (OTT) device

eg, streaming box, bluray device, gaming console

over the top of your TV to watch something

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13
Q

Addressable TV

A

Technology that allows you to show different ads to different people who are watching the same program on IPTV (inter protocol TV’s)

Can be defiend by behavioural, demographic and geographic from first, second or third party data sets

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14
Q

Connected TV

A

A Television connected to the internet that can access video streaming services. either via inbuilt or OTT

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15
Q

Cross-Screen Measurement:

A

Tracking and measurement of video metrics across different screen types ie mobile/tablet/TV/Desktop

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16
Q

(Cost per View

A

CPV

Pricing model where the advertiser only pays for a video start. Typically sold at 1,000 impressions.

17
Q

In-Banner Video

A

Form of video advertising that is outside of instream video.

18
Q

Native Video

A

Video content upload straight to (or created on) a socials and played in-feed on that platform. is not a link to say youtube on your fb feed.

19
Q

In-feed videos

A

Videos played in-feed.

20
Q

Interactive Video

A

pretty much the name. A video ad that allows the user to interact with the video beyond just watching the ad.

21
Q

TARP or GRP

A

Target Audience Rating Point

Gross Rating Point

% of advertisers’ target audience exposed to a campaign.

Target audience exposed / target audience universe x 100 = TARP %

22
Q

Ad spend in Q3 of 2020 increased by how much?

And what are the key factors for growth?

A

Increase of 9%

  • Faster internet speeds (so better quality and less buffering)
  • Amount of content
  • better brand safety parameters
  • improvements on measurements, can give more accurate results to a client which sways them to online advertising.
  • better audience targetting and reduces video wasteage
  • content creation means people don’t have to spends lots of $$ to produce video advertising material
23
Q

Long Form Video

A

Can be BVOD, SVOD and Other (you can watch long videos on social, like youtube or instagram)

24
Q

Short Form Video

A

Snippets of videos ie a story from the news on an article about that particular subject.

Bunnings add before, during or after a how to video on a site or on youtube

25
Q

Social Video

A

Any video hosted on a social media platform.

26
Q

What is the Primary Screen video ads are seen on and what is the percentage on that screen?

A

TV screens and 73% of all video ads are seen there.

27
Q

Video Audience Planning Tools

A
  1. Audience Insights
    - Roy Morgan, Nielsen
  2. Ratings and Traffic
    - Nielsen, Oztam, FB, Google Analytics, Youtube, VOZ
  3. Competitive
    - Pathmatics
28
Q

Audience Insights

A

Cross-platform Audience Insight Surveys

eg how big is your demo watching across different devices

29
Q

Ratings and Traffic

A

Panel data measuring key traffic and demographic metrics

30
Q

Competitive Insights:

A

PATHMATICS -a tool for monitoring digital advertising across all devices.

eg What does the competitor’s digital creative look like (on YouTube)

31
Q

Video Players/Enviroments

A
  1. Instream
    - appears within the player of the actual content
  2. Outstream
    - appears in a non-video environment (ie on a webiste with text and a video player in within the contetn)
  3. In-feed
    - appears in your feed generally as the same format as everything else in your feed
32
Q

Video Formats

A
  1. Non-skippable and Skipable
  2. Lengths
  3. VAST v VPAID
33
Q

Video Formats - Non Skippable V Skippable

A

Non skippable = can’t skip - can appear pre, during or post content

Skipable = you can skip the ad after a certain amount of time (few seconds) - can appear pre, during or post your content

34
Q

Video Formats - Video Lengths

A
  • Videos can vary in duration and are generally under 60 seconds.
  • Short form video can be 6, 8, 10, 15, 30 seconds.
  • Video lengths can be determined by what the publisher’s video player allows.
35
Q

Video Formats - VAST v VPAID

A

Determined by level or interactivty wanted

36
Q

Targeting Tactics and Options for Video

A
  1. Audience/Behavioural Targeting
  2. Contextual Targeting
  3. Re-Targeting
37
Q

Trading Video

A
  1. Direct IO’s with the relevant site
  2. Programmatic
  3. Self Serve (social only)
38
Q

Trading Video - Programmatically

A

Two ways

Fixed or Direct - pricing is guaranteed and can be traded.

or

Real Time Bidding (RTB) - pricing is not guaranteed

MFA (11 decks)

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