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The new primetime
 

The new primetime

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Ebuzzing Social researched how online video is becoming the new primetime.

Ebuzzing Social researched how online video is becoming the new primetime.

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    The new primetime The new primetime Presentation Transcript

    • VIDEO:THE DIGITALPRIME TIMEFEBRUARY 2013
    • PRIME TIME:The time period when televisionor radio audience is the LARGEST.The prime time for radiotakes place early in the morningand in the evening for television.
    • ISERS VERTFOR AD REACH x QUALITY OF EXPOSURE = IMPACT Prime Time is a magic formula FOR BRO ADC ASTE RS HIGH DEMAND x LIMITED SPOTS = HIGH PRICE FOR SPOT
    • WHAT MAKESPRIME TIME?THE CRITERIA REACH QUALITY OF CONTACT PEOPLE TALKING ABOUT IT
    • WATCHING ONLINE VIDEOIS A VERY POPULAR ACTIVITY ONLINE VIDEO REACHED 37.5 MILLION UK INTERNET USERS, REPRESENTING 1.2 BILLION 72% INTERNET OF THE TOTAL UK USERS INTERNET AUDIENCE. WATCHED1,2 billion internet users watched 174 videos online in June2012. 174 VIDEOS ONLINE IN JUNE 2012.Source: ComScore, March 2012 Internet World Stats, March 2012
    • SOCIAL MEDIA: BEST PLACE TO WATCH VIDEO TOP 10 ONLINE CONTENT VIDEO SITES BY TOTAL UNIQUE VISITORS (000)O SITES BY TOTAL UNIQUE VISITORS (000) 30000 29,890 25000 20000 15000 10000 11,667 8,330 7,480 7,156 5,986 5,497 4,676 5000 4,083 3,898 7,156 5,986 s5,497 VO 4,676 om 4,083 tes l es rts es es eo 3,898igita 0 ite .c Si Sit po Sit Sit le S VE ok C D o n S o! o ft Vim og eb o BB om az orm ho os l Go ac s iac o Am erf Ya icr ita s s F te s V e M ort ite i ite P Dig nS Sp o !S f tS Vimm zo rm ho so ma rfo Ya cro Source: ComScore Video Metrix, UK Age 6+, January 2012 A Pe Mi Source: ComScore Video Metrix, UK Age 6+, January 2012
    • VIDEO IS ONE OF THE CONTENT STREAMSAdvertisers that spend all their budget on catch-up sites and instreamnarrow their potential reach. CATCH-UP VIDEO INSTREAM ALL STREAMS 38% 52% OF UK ONLINE POPULATION* 100% OF UK ONLINE OF UK ONLINE POPULATION 2POPULATION** *The Communications Market Report, 2012 Ofcom **ComScore, January 2012
    • SOCIAL MEDIAIS ONE OF THEDIGITAL STREAMSWe no longer fearmissing out on aprogram, butwe do fearmissing updatesfrom our network.
    • VIDEO IS THE MOST EFFECTIVE ONLINE FORMAT LIFT IN % EXPOSED VS NON EXPOSED 3.23.53.02.5 2.42.0 1.8 1.51.5 1.1 0.7 0.71.0 5,497 0.4 0.20.50.0 Online ad awareness Brand Favorability Purchase Intent SIMPLE FLASH RICH MEDIA ONLINE VIDEO Source: Dynamic Logic, 2012
    • WITH A LARGE RANGE OF DIFFERENT FORMATSTYPE OF STREAM PLAY MODE SIZE ACTION BY USER DISTRIBUTION VIDEO CHOICE OF AD AUTOPLAY BANNER SIZE TARGETING STREAM BY USER EXPAND CONTENT CLICK TO PLAY PLAYER SIZE CAPPING STREAM SKIP SOCIAL DEGREE OF ROLL OVER FULL SCREEN STREAM EXCLUSIVITY SHARE
    • INSTREAM IS NOT PERFORMING WELL ON INTENT IMPACT ON INTENT (100 = average for all formats and combination) 112120 103 105 106 100 99 100 101 96 96 95 95 92100 88 8480604020 0 Buy Recommend Talk about around you Get more info Visit the website IN STREAM IN BANNER NON STANDARD Source: IAB, June 2012
    • TV’S DRAWBACKS WITHOUTTHE BENEFITS OF DIGITALOnline video advertising has to unlock thefull potential of digital, rather than mimicking TV LIKE =the TV advertising model. PRE-ROLL IN VIDEO STREAM vs TV vs DIGITAL ▪▪ REACH ▪▪ AUDIENCE ▪▪ QUALITY OF CONTENT ▪▪ SIZE OF INVENTORY ▪▪ THE REMOTE CONTROL! ▪▪ TARGETING ▪▪ COST ▪▪ ENGAGEMENT
    • VIDEO ADVERTISINGBEYOND PRE-ROLL STANDING § CONTENT STREAMS Eye catching formats OUT § § Immersive experience Empowering user § Premium publishers SOCIAL STREAMS § Ad as content MELTING § Distribution by personal networks IN
    • THE MAGIC FORMULAFOR ENGAGEMENT NT MEINTENTION E G AG IN-CONTENT EN CLICK-TO-PLAY IN-BANNER CLICK-TO-PLAY IN-GAME ROLL OVER VIDEO INTERSTITIEL PRE-ROLL IN-BANNER AUTOPLAY ATTENTION
    • VISIBILITY & IMPACT T TEN IN CON Y PLA K TO CLIC N REE L SC FUL S AD OSE CHOUSER D G ETE F TAR SEL
    • ION ERS IMM ND BRAFULL
    • CHOSEN FORMATS INCREASEAD AWARENESSSource: The Pool 2012, ViVAKI
    • ENGAGEMENT & ENDORSEMENT M REA AL ST SOCI Y PLA TO CLI CK Y ILIT A PAB N GCSH ARI Y BILIT R VISI PL AYE
    • VIDEO IS A SOCIAL CURRENCY AVERAGE EARNED MEDIA 27.1%30 24.8% 23.5% 21.3%25 20.7%2015 12.6%10 5 0 IT DE ES AVERAGE FR UK Source: Ebuzzing Social, March 2013
    • SOCIAL BRINGS AKEY INGREDIENTThe efficency of prime time is due to the factthat all the members of the family gather aroundthe TV set to talk about a program and ads.Now we are chatterboxing…
    • Source: TV Licensing UK, 2012
    • SOCIAL MEDIA AS A BUZZ CHANNEL
    • SUMMARY
    • DIGITAL IS VERY YOUNGCOMPARED TO TVSO, THERE IS A BIG TEMPTATIONTO WALK IN IT’S PATH.
    • VIDEO HAS A DIFFERENT PATTERN TO TV DIG ITA SINGLE SCREEN MULTISCREEN L LONG FORM OF CONTENT SMALL FORM OF CONTENT LINEAR VIEWING ON DEMAND VIEWING SHORT AD IN VIDEO STREAM AD IN CONTENT AND SOCIAL STREAMS FORCED EXPOSURE CHOSEN EXPOSURE TARGETING BASED ON PROGRAM TARGETING CAPABILITIES TV SAME AD PERSONNALISATION FOR ALL OPORTUNITY TO SEE OPPORTUNITY TO SEE AND SHARE
    • VIDEO HAS CREATEDA NEW MODEL...VIDEO ADVERTISINGSTARTS WHERE TV ENDS.Brands have an opportunityto move beyond exposure anddeliver a bespoke experienceto consumers.
    • STILL PROVIDING METRICS FORCROSS PLATFORM PLANNINGCombining cross-platform TV with online video adds an additional 4%of unduplicated reach for even the heaviest of TV campaigns. CROSS-PLATFORM TV/VIDEO CAMPAIGN 4% incremental research increase TV ONLY 74% TV + ONLINE VIDEO 81% TV + ONLINE VIDEO - unduplicated reach 78% Source: Videology, May 2012
    • PLAY TV VIDEO AD FORMAT ON DEMAND MULTI SCREEN CHOSEN EXPOSURE ENGAGEMENT VIDEO PLANNING E GRP READY FOR PLAY TIME?ONLINE TVVIDEO
    • EO EWVID A N M. SHA TFOR LDPLA ITH THE EW! O OUT W THE N IN WITH
    • THANK YOU FORTHE GLOBAL EXPERT INSOCIAL VIDEO ADVERTISING YOUR TIME.