Silverlight Media Player Application Nicholas Brookins Product Architect Akamai Technologies Agenda InStream advertising overview Formats Compatibility Monetization Identify player and ad components ID: 552547
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Slide1Slide2
Delivering Ads to a Silverlight Media Player Application
Nicholas Brookins
Product Architect
Akamai TechnologiesSlide3
AgendaIn-Stream advertising overviewFormats, Compatibility
Monetization
Identify player and ad components
Discuss available solutions and workflow
Develop a solution
DemoSlide4
What is In-Stream Advertising
Linear Ads
Presented before, during, or after the content
Similar to a television commercial
Non-Linear
Runs concurrently with the content
Panache DemoSlide5
In-Stream Ad Unit FormatsIn-Stream
Linear formats
Pre, Mid, and Post-roll video
Interactive content
Non-Linear
Overlay, Overlay Takeover, Bug
Companion
Companion banner
Skinning / BrandingSlide6
In-Stream Ad Unit Formats
Linear Ads: Pre-roll, Mid-roll, Post-RollSlide7
In-Stream Ad Unit Formats
Linear Ads: InteractiveSlide8
In-Stream Ad Unit Formats
Non-Linear Ads: Overlay / BugSlide9
In-Stream Ad Unit Formats
Non-Linear Ads: Interactive OverlaySlide10
In-Stream Ad Unit Formats
Non-Linear Ads: Companion BannerSlide11
In-Stream Ad Unit Formats
Non-Linear Ads: Skinning and BrandingSlide12
Compatibility: Silverlight vs FlashSilverlight
on
Silverlight
=
YES
Flash on
Silverlight
=
YES
Silverlight
on Flash =
NOSlide13
Why Video Advertising?
Video Ad
CPM
Display Ad
CPM
$0
$25
$50
Source: Bain/IAB Benchmarking Study 2008
Average CPM
Marketers love video!
Video commands higher CPMs
$43
$12Slide14
How Do You Scale?
0
30
Ad Revenue
Viewing Time
15
Pre-Roll does not scale with increased consumptionSlide15
The ROI of Instream Advertising
0
30
Ad Revenue
Viewing Time
15
2X more ad revenue per clipSlide16
Set
the Stage for HD
Video
U.S. Internet Video 2008-2010 Forecast and Analysis: Revenue Boom or Bust? Or Something In Between?
(IDC #214948, Nov 2008)
Revenues will be driven by content that demands HD quality
U.S. Internet Video Revenues by Content Type ($M)
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
2008
2009
2010
2011
2012
Long Form Video
Content
Music Videos and
Movie Trailers
UGC
News
Sports
OtherSlide17
ApplicationsEnd-to-end solutionPanache workflow and management
Open Solution
Standard-based formatsSlide18
Panache: Overview
T
he Ad-Insertion Platform for Major Media and Entertainment Companies
Infrastructure solution for generating ad revenues
Supports unlimited ad avails and ad insertions
Professional services to ensure a complete solution
Aligns the technical team with Ad Sales, Ad Operations, and Business Intelligence groups
Able to be integrated with OVP supports Flash on Silverlight
and Silverlight on SilverlightSlide19
Panache: Creation
T
he Ad-Insertion Platform for Major Media and Entertainment Companies
Compatible with any ad format,
any ad server, and any syndication model
Designed for long-form,
short-form, HD, on-demand,
and live video
Offers industry-pioneering
reporting that proves a publisher proof of value to an advertiserSlide20
Panache: Results
T
he Ad-Insertion Platform for Major Media and Entertainment Companies
Pre-Built
“out-of-the-box” ad products include
8
IAB-Standard formats that complement Panache’s platform and get a
publisher’s direct sales going.
Example
Panache Lower-Third Video Ad: 3-phase overlaySlide21
Component Solutions
Media Player
Ad Connector
Ad Player
Ad Server(s)
Sequencing Engine
Ad / Player communication
Media Player:
OpenVideoPlayer
Ad Connector:
VAST
Ad Player:
OVP Handlers
Ad Server(s):
Microsoft /
Atlas / Various
Sequencing Engine:
MAST
Ad / Player communication:
VPAIDSlide22
Components: OpenVideoPlayerOpen-Source Media Player
Targets
Silverlight
2.0 (3.0 support on way)
Uses theming system from S.L. Toolkit
Supports progressive and live streaming
RSS feeds and playlist / wrapper formats
Extensible Plug-in System
Ad Connectors, sequencing
Analytics, tracking
Protocols and container formats
AdaptiveEdge
/ Smooth-StreamingSlide23
Components: VASTVideo Ad Serving Template
IAB recommended format
The ‘What’ of the ad
Flexible XML Format
Gives you:
links to Ad creative
Tracking / Click-Through URLs
Companion ads
Served by many major Ad serversSlide24
Components: MASTMedia Abstract Sequencing Template
Pre-Standard effort by OVP and partners
The ‘When’ of the ad
Flexible XML Format
Gives you
Sequence of triggers
‘Source’ element that links to payload (VAST)
Target element for player regions
Multiple Conditions based on variables and events
Provided to player with content
In feed or single fileSlide25
Components: Ad ServersMicrosoft provides video ad solutions on both sides of the advertising equation
1st-party publisher tools and 3rd-party advertiser tools
Microsoft Advertiser tools are player-agnostic
Designed to interoperate with any player whether built
on Flash or
Silverlight
Ad Tools gives advertisers
Direct control and visibility over video ad campaigns across sites and video destinations
Common reporting dashboard for all online efforts, which lends to holistic analysis of video in combination with other formatsSlide26
Components: VPAIDVideo Player – Ad Interface Definition
IAB recommendation in progress
Methods, Properties, and Events
Implemented by
Player and Ad Players
Interactive Ad Content
Not needed for
Basic linear content
Simple companion banners
Simple OverlaySlide27
User
In-Stream Ad Workflow
AD Server (Atlas)
AD Content CDN
(Various)
VAST
Doc.
Sequencing Module (MAST)
AD Creative
Content URL/feed
VAST / MAST links
Tracking
Calls
Silverlight Player (OVP)
AD Connector (Atlas/VAST)
AD Player / Rich Content
Media Content
CDN (Akamai)
Media
Content
VPAID
HTML
Page
RenderSlide28
Developing a SolutionOpenVideoPlayer
Config
Tool
Various Options, themes, plug-ins, source
InitParams and Embed Tag
OVP Solution and XAP file
Plugins
Solution
Add MAST Sequencing engine
Show plug-in interface code
InitParam
for MAST Source
Add the Atlas VAST connector
Additional HTML items, containers
Show the app working with an adSlide29
Player creation demo
Delivering Ads to a
Silverlight
Media Player Application
Nicholas
Brookins
Product Architect
Akamai
TechnologiesSlide30
Future DevelopmentsSilverlight
3.0
H.264/custom decoders
Plug-in communication
Performance
VPAID
Specification in progress, watch for updates
MAST
Specification in progress, watch for updates
OVP
New Ad players and format connectors
Additional ad unit supportSlide31
Solutions in ActionAdditional Demos
OpenVideoPlayer with
EyeWonder
http://nymag.com/rogan
OpenVideoPlayer standards-based solution
VAST, VPAID, MAST
Microsoft / Atlas Ad server
Akamai CDN
http://openvideoplayer.sf.net/mixSlide32
Panache: Resources
T
he Ad-Insertion Platform for Major Media and Entertainment Companies
SL@PanacheTech.com
818-986-3302
17609 Ventura Boulevard, Suite 300
Encino, CA 91316Slide33
Resourceshttp://www.silverlight.net
http://openvideoplayer.sf.net
http://advertising.microsoft.com
http://www.iab.net
http://www.panachetech.com/showcase/iabadunits.php
http://www.akamai.com
http://www.eyewonder.comSlide34
Questions & Answers…Slide35
Go Build It!
Demo, Code, and links available at:
http://openvideoplayer.sf.net/mix
Thank you for attending
Please fill out evaluationsSlide36
Please Complete an
Evaluation Form
Your feedback is important!
Evaluation forms can be found on
each chair
Temp Staff at the back of the room have additional evaluation form copiesSlide37
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