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YOUR MUST-KNOW LIST ABOUT THE FUTURE OF VIDEO ADVERTISING - Nielsen
 

YOUR MUST-KNOW LIST ABOUT THE FUTURE OF VIDEO ADVERTISING - Nielsen

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WHAT WILL THE POTENTIAL REVOLUTION AND EVOLUTION OF THE CROSS-SCREEN VIDEO MARKETPLACE LOOK LIKE IN THE COMING YEARS?

WHAT WILL THE POTENTIAL REVOLUTION AND EVOLUTION OF THE CROSS-SCREEN VIDEO MARKETPLACE LOOK LIKE IN THE COMING YEARS?

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    YOUR MUST-KNOW LIST ABOUT THE FUTURE OF VIDEO ADVERTISING - Nielsen YOUR MUST-KNOW LIST ABOUT THE FUTURE OF VIDEO ADVERTISING - Nielsen Presentation Transcript

    • YOUR MUST-KNOW LIST ABOUT THE FUTURE OF VIDEO ADVERTISING AMIT SETH EVP, GLOBAL MEDIA PRODUCTS NIELSEN OCTOBER 2013 DAVE MORGAN CEO AND FOUNDER SIMULMEDIA #videoads
    • THE COMING CHALLENGES AND OPPORTUNITIES TV THOUGHT LEADERS DIGITAL THOUGH LEADERS Copyright ©2013 The Nielsen Company. Confidential and proprietary. CANDID CONVERSATIONS AROUND THE FUTURE OF VIDEO ADVERTISING WHAT WILL THE POTENTIAL REVOLUTION AND EVOLUTION OF THE CROSS-SCREEN VIDEO MARKETPLACE LOOK LIKE IN THE COMING YEARS? 2
    • WHAT WE HEARD Copyright ©2013 The Nielsen Company. Confidential and proprietary. TV THOUGHT LEADERS DIGITAL THOUGH LEADERS TV isn’t going away any time soon, but we also need to engage digital audiences Each platform is still too silo’ed 3
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. VIDEO IS BECOMING EVEN MORE ACCESSIBLE TV’s have been in US homes since the 1950s and today, 283 million Americans spend more than 34 hours per person watching TV each week. 3/4ths of American households have affordable, high-speed Internet access Since 2010, the number of users streaming video through mobile phones has more than doubled, from 20 million each month in Q1 2010 to 45 million in Q1 2013. Nielsen Cross-Platform Report, Q1 2013. 4
    • WHERE DO YOU FIT? Poll Question What part of the industry do you work in? Copyright ©2013 The Nielsen Company. Confidential and proprietary. A) Advertiser/brand B) Agency C) TV Network D) Online Publisher/Ad Network 5
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. VIDEO AD MARKET EXPANDING, BUT SEPARATE Global video ad spend in 2012 was a 4.3% increase over the previous year. $350 billion , BUYING AND SELLING PROCESS TV Trust Traditional Nielsen Global AdView Pulse DIGITAL Programmatic 6
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. MORE DATA, MORE AUDIENCE GRANULARITY DATA-DRIVEN AUDIENCE-BASED 7
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. INDUSTRY WANTS END-TO-END MEASUREMENT REACH RESONANCE Who did my program or ad reach? How did it change attitudes? REACTION How did it change behavior? 8
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. COMMON MEDIA METRICS USED TODAY ONLINE TV Impressions (GRPs) Impressions Visitors Unique Visitors (Unduplicated Reach) Brand Lift Cost-per-click Cost-per-acquisition SALES 9
    • ONLINE TV Impressions (GRPs) REACH Impressions End-to-End Measurement Copyright ©2013 The Nielsen Company. Confidential and proprietary. ADDITION OF GRANULAR AND CROSSPLATFORM METRICS TIED TO SALES Visitors Viewers Reached Unique Visitors (Unduplicated Reach) RESONANCE Brand Lift Unique Viewers Reached Brand Lift REACTION Cost-per-click Purchase Data and Behavioral Targeting Cost-per-acquisition Customer Data SALES Cross-Platform Metrics 10
    • WHAT ARE THE RESULTS OF MY CAMPAIGN? Copyright ©2013 The Nielsen Company. Confidential and proprietary. INDUSTRY ASK: IMPLICATION: More robust feedback loop Placements more accurately identified, valued, and leveraged—and done so in real-time 11
    • WHAT DO YOU NEED? Poll Question What metrics are MOST important to you to get in real-time today? Copyright ©2013 The Nielsen Company. Confidential and proprietary. A) Reach and Frequency B) Resonance Metrics C) Reaction Metrics 12
    • CONVERGENCE ACROSS SCREENS 2013 2016 TV 2020 TV TV Digital Video Digital Video Digital Video $6B Copyright ©2013 The Nielsen Company. Confidential and proprietary. $69B LITTLE CROSS-CHANNEL BUYING COORDINATION. NO INTEGRATION $75B $16B SOME CROSS-CHANNEL COORDINATION & INTEGRATION $33B $83B FULL CROSS-CHANNEL COORDINATION & INTEGRATION Audience-Based Programmatic Source: MyersBizNet Media and Marketing Investment Data and Forecasts, 1/30/2013. 13
    • HOW LONG WILL IT TAKE? Poll Question Copyright ©2013 The Nielsen Company. Confidential and proprietary. How many years do you think it will take to get to full convergence? A) 5 Years B) 7 Years C) 10 Years D) 15 Years E) 20 or More Years 14
    • CONVERGENCE WILL TAKE PLACE…EVENTUALLY Obstacles exist today that are slowing this process of convergence Copyright ©2013 The Nielsen Company. Confidential and proprietary. INFRASTRUCTURE TECHNOLOGY CAPABILITIES Separate buying/selling structures Separate Up Fronts/New Fronts Broadband volume Measurement technologies DATA LIMITATIONS Consistent metrics Granularity across platforms We must embrace video as a cross-platform medium 15
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. WHERE WE’RE HEADED STATE OF CONVERGENCE METRICS ECONOMY CONSIDERATIONS FOR TV AND DIGITAL 16
    • MODERATOR PANEL Amit Seth Dave Morgan EVP, Global Media Products Nielsen CEO and Founder Simulmedia Lauren Wiener President, Global Sales and Marketing Tremor Video Brian Wieser Senior Analyst Pivotal Research Group Paul Marcum Director, Global Digital Marketing & Programming GE
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. ADDITIONAL INFORMATION • LEARN MORE as Nielsen and the ANA discuss the results of our recent industry survey on multi-screen advertising effectiveness: • Webcast: Optimizing integrated multi-screen campaigns • Date: Thursday, November 21 • Time: 10:00 am - 11:00 pm Pacific / 1:00 pm - 2:00 pm Eastern • Register: http://tinyurl.com/Nielsenmulti-screen #videoads 18