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Tablet Video AdvertisingThe Future of Tablets, CTIAMay 8, 2012John FletcherSenior Analyst                              1
Outline   Perspective   iPad video app trends   Checking in with Social TV (Second Screen)   Mobile video ad targeting...
Perspective, U.S. Advertising Revenue   Total Advertising                                                       Internet  ...
Perspective: Tablet Timeline   196 B.C.                          1980s-1990s                                      2001    ...
Perspective: U.S. Tablet Users  ~ One in ten Americans owns a tablet  Early Adopters        © 2012 SNL Kagan, a division o...
Perspective: Mobile Video Subscriptions                                                  Wha Appened?(000)125,000         ...
Perspective: Ironic                           Wireless Data Traffic                          Feb. 2012, Bytemobile        ...
Perspective: CulpritsLeading Mobile Video Bandwidth Hogs:   YouTube   Netflix   Hulu Plus   Amazon Prime Inst. Vid.  ...
App Trends     Average app Prices     iPad video app trends         © 2012 SNL Kagan, a division of SNL Financial LC, es...
App Trends: App PricesAverage iPhone App Prices                                     Average iPad App Prices$3.00          ...
App Trends: Caution, Eye Charts Ahead       © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserv...
Top Grossing Hollywood iPad Apps, Q1 2012                                                                                 ...
Hollywood Paid iPad Leaders, Q1 2012                                                                                      ...
Hollywood Free iPad Leaders, Q1 2012                                                                                      ...
App Trends Pricing Summary       © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved.   15
Checking in with Social TV Apps  What do tablets want to be when they grow up?                          TV Screens or PCs?...
Checking in with Social TV Apps                        Second Screen Start ups      Launched                              ...
Checking in with Social TV Apps                           GetGlue Active Users                          as a % of Total U....
Checking in with Social TV Apps   Viggle app offers product discounts for “checking in”    to TV programs.   Also for wa...
Checking in with Social TV AppsApps “hear” TV programming and allow users to dig deeperinto ads or programming via Tablet ...
Mobile Video Ad Formats, Targeting & Metrics    Long term                                                              Ins...
Mobile Video Ad Formats, Targeting & MetricsMobile Video ad formats:   Banners with embedded video   Video ad mid-roll ...
Mobile Video Ad Formats, Targeting & Metrics   Targeting is the No. 1 attribute of what advertisers are looking    for on...
Mobile Video Ad Formats, Targeting & MetricsCost per Engagement (CPE), Click Through Rates (CTR), Cost Per Click(CPC), Cos...
Mobile Video Ad Formats, Targeting & Metrics   No Standardized Measurement (Nielsen? Arbitron?)   Post-campaign sales li...
User Experience                   “I hate all advertising!”       © 2012 SNL Kagan, a division of SNL Financial LC, estima...
User Experience   Apps are easier than WAP, but we can do better.            © 2012 SNL Kagan, a division of SNL Financia...
User Experience   Context   Does a bad user experience with an ad have the    reverse effect on that brand?             ...
User Experience   Lots of inventory, not many ads   Opportunity to stick out at this early stage            © 2012 SNL K...
Conclusion   It’s early days   Experiment   Consumer experience   Consumer experience   Consumer experience          ...
We’ve just scratched the surface                 John Fletcher                 Sr. Analyst                 SNL Kagan      ...
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Future of Tablets New Orleans John Fletcher video advertising

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Transcript of "Future of Tablets New Orleans John Fletcher video advertising"

  1. 1. Tablet Video AdvertisingThe Future of Tablets, CTIAMay 8, 2012John FletcherSenior Analyst 1
  2. 2. Outline Perspective iPad video app trends Checking in with Social TV (Second Screen) Mobile video ad targeting, formats and metrics User experience © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 2
  3. 3. Perspective, U.S. Advertising Revenue Total Advertising Internet Advertising Mobile Advertising $2.4 bil. $31.0 bil. $218.1 bil. © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 3
  4. 4. Perspective: Tablet Timeline 196 B.C. 1980s-1990s 2001 2010 2011 © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 4
  5. 5. Perspective: U.S. Tablet Users ~ One in ten Americans owns a tablet Early Adopters © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 5
  6. 6. Perspective: Mobile Video Subscriptions Wha Appened?(000)125,000 Smartphone users100,000 Tablet users Wireless operator 75,000 mobile video subs* 50,000 25,000 0 2007 2008 2009 2010 2011Note: U.S. subs. *Includes only users paying additionally each month for a carrier-branded mobile video subscription service. Excludessubscribers of bundled access data services that include access to mobile video but that users do not access. © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 6
  7. 7. Perspective: Ironic Wireless Data Traffic Feb. 2012, Bytemobile All Other Video 50% 50% © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 7
  8. 8. Perspective: CulpritsLeading Mobile Video Bandwidth Hogs: YouTube Netflix Hulu Plus Amazon Prime Inst. Vid. Crackle Vevo Slingbox DTC: HTML websites Other OTT Eventually TV Everywhere © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 8
  9. 9. App Trends  Average app Prices  iPad video app trends © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 9
  10. 10. App Trends: App PricesAverage iPhone App Prices Average iPad App Prices$3.00 $4.60 $4.40$2.50 $4.20$2.00 $4.00$1.50 $3.80$1.00 $3.60 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 2009 2010 2011 © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 10
  11. 11. App Trends: Caution, Eye Charts Ahead © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 11
  12. 12. Top Grossing Hollywood iPad Apps, Q1 2012 WeeklyRank Content Producer App(s) Instances Genre(s) in Top 100 Walt Disney (Disney Publishing Wheres My Water? (12) ($.99), Hidden Objects: Gardens of Entertainment, 1 17 Worldwide Applications) Time (5) (Free) Games Capcom Interactive, Peyo, 2 Smurfs Village (Free) 13 Games Lafig Belgium News Corp. (Fox Mobile, Rovio, Angry Birds Rio HD (13) ($2.99) 13 Games NYP Holdings) Team Umizoomi Math: Zoom into Numbers HD (12) ($6.99), Education, Books, Viacom (MTV Networks) 13 SpongeBobs Super Bouncy Fun Time HD ($3.99) Games Peanuts Worldwide, CE Europe, 5 Snoopy’s Street Fair (Free) 12 Games Beeline Interactive Sling Media SlingPlayer for iPad ($29.99) 12 Entertainment 7 National Geographic Society National Geographic Magazine (Free) 11 Reference, Books 8 Pandora Media Pandora (Free) 6 Music Major League Baseball 9 MLB.com At Bat (Free) 4 Sports Advanced Media Midway Arcade (2) ($.99), Batman Arkham City Lockdown Warner Bros. Entertainment 4 Games ($2.99), LEGO Harry Potter: Years 1-4 ($2.99) 11 Sony Pictures Television Wheel of Fortune HD ($4.99) 3 Games Turner Broadcasting System 12 NCAA® March Madness Live (Free) 2 Games (Cartoon Network) Dr. Seuss Enterprises 13 The Lorax - Dr. Seuss ($.99) 1 Books (Oceanhouse Media) Python (Monty) Pictures Ltd. Monty Python: The Holy Book of Days ($4.99) 1 Entertainment (Melcher Media) Television Food Network Food Network In the Kitchen ($1.99) 1 Lifestyle THQ, World Wrestling Entmnt. WrestleFest HD ($3.99) 1 Games Source: SNL Kagan analysis of Apple iTunes data. © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 12
  13. 13. Hollywood Paid iPad Leaders, Q1 2012 WeeklyRank Content Producer App(s) Instances in Genre(s) Top 100 Team Umizoomi Math: Zoom into Numbers HD (13), Dora’s Skywriting ABC’s (9), Monkey Education, 1 Viacom (MTV Networks, Nickelodeon) Quest: Thunderbow HD (3), Doras Enchanted Forest Adventures (HD) (2), SpongeBobs 28 Books, Games Super Bouncy Fun Time HD Scribblenauts Remix (13), Midway Arcade (3), LEGO Harry Potter: Years 1-4 (3), Batman 2 Warner Bros. Entertainment 21 Games Arkham City Lockdown (2) Public Broadcasting Service (Sesame Workshop Elmo Loves ABCs for iPad (10), SUPER WHY! for iPad (7), The Monster at the End of This 3 19 Games Apps, PBS Kids) Book...starring Grover!, Another Monster at the End of This Book...Starring Grover & Elmo! Walt Disney (Disney Publishing Worldwide Wheres My Water? (13), The Lion King: Timons Tale (2), Puffle Launch, Toy Story 3: Entertainment, 4 17 Applications) Operation Camouflage Games DreamWorks Animation LLC (FrogDogMedia, 5 Fruit Ninja: Puss in Boots HD (13) 13 Games, Books zuuka, Halfbrick Studios) News Corp (Fox mobile, Rovio, NYP Holdings) Angry Birds Rio HD (13) 13 Games Skyfire Labs Skyfire Web Browser for iPad 13 Utilities TuneIn TuneIn Radio Pro 13 Music The Lorax (3), Green Eggs and Ham - Dr. Seuss (2), The Cat in the Hat - Dr. Seuss, Oh, the 9 Dr. Seuss Enterprises (Oceanhouse Media) 7 Books Places Youll Go! - Dr. Seuss Food Network In the Kitchen (5), In the Kitchen: Food Network Recipes, Chefs, Cooking Tools Television Food Network 7 Lifestyle and Shopping Lists (2) 11 CBS (CBS Mobile, CBS Interactive) 60 Minutes for iPad (3) 3 News National Geographic Society World Atlas HD (2), Weird But True 3 Reference, Bks. Turner Broadcasting System (Cartoon Network) Regular Show - Nightmare-athon (2), Robot Unicorn Attack 3 Games 14 Lucasfilm Star Wars Pit Droids 2 Games NBC Universal (Universal Studios, Chillingo, Law & Order: Legacies, Woody Woodpecker 2 Games Walter Lantz Productions) Python (Monty) Pictures Limited (Melcher Media) Monty Python: The Holy Book of Days (2) 2 Entertainment 17 Alicia Rivoli FreeTV HD - Unlimited 1 News Callaway Digital Arts Thomas & Friends: Engine Activities 1 Games EPLAYWORKS AVPlayerHD 1 Entertainment Marvel Entertainment (Gameloft) Iron Man 2 for iPad 1 Games Paramount Pictures (Gameloft) The Adventures of Tintin™ - The Game 1 Games Scripps Networks (The Travel Channel) Travel Channel Layover Guide with Anthony Bourdain 1 Travel Sony Pictures Television Wheel of Fortune HD (13), JEOPARDY! HD 1 Games THQ (THQ Wireless, Inc.) WrestleFest HD 1 Games Source: SNL Kagan analysis of Apple iTunes data. © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 13
  14. 14. Hollywood Free iPad Leaders, Q1 2012 WeeklyRank Content Producer App(s) Instances in Genre(s) Top 100 ABC Player (13), Wheres My Water? Free (13), WatchESPN (6), Hidden Objects: Walt Disney (ABC Digital, ESPN, Disney Publishing Entertainment, 1 Gardens of Time (5), ABC Family (4), Oscars (4), ScoreCenter XL (4), Disneyland 54 Worldwise Applications) Games, Travel Explorer (2), Disney Mobile Magic, Cars 2 AppMATes, Motorcity: Drive Time Warner (Warner Brothers Entertainment, Turner, News, 2 CNN App for iPad (12), HBO GO (8), Happy Feet Two: The Penguin App 21 CNN, HBO, Time Inc.) Entertainment 3 News Corp. (Fox News Digital, Rovio) Angry Birds Rio HD Free (13), FOX News for iPad (2) 15 Games, News 4 Hulu Hulu Plus 13 Entertainment Netflix Netflix 13 Entertainment Pandora Radio Pandora 13 Music The Weather Channel Interactive The Weather Channel Max for iPad 13 Weather 8 Clear Channel Broadcasting iheartradio for iPad 12 Music 9 Comcast (Comcast Interactive Media) XFINITY TV 9 Entertainment Entertainment, 10 NBC Universal (MSNBC Interactive News) NBC (7), Jaws™ Revenge 8 Games, News National Geographic Magazine (4), National Geographic Traveler Magazine (2), News, Education, 11 National Geographic Society 7 National Geographic Explorer Travel 12 CBS (CBS Mobile, CBS Interactive, Showtime Networks) GRAMMY Live, Showtime Anytime, CBS Sports for iPad 3 Entmnt., Sports Lafig Belgium / Capcom Smurfs Village 3 Games Public Broadcasting Service PBS for iPad 3 Entertainment 15 IMDb.com, IMDb Movies & TV 2 Entertainment VEVO LLC VEVO HD 2 Music Shazam Shazam for iPad 2 Music Smithsonian Networks Smithsonian Channel for iPad 2 Entertainment CBS / Time Warner The CW Network 2 Entertainment 20 Apple iTunes Movie Trailers 1 Entertainment BBC Worldwide Top Gear: Wheres Stig? HD 1 Games Dr. Seuss Enterprises Dr. Seuss Band 1 Games Lions Gate Films Hunger Games: Girl on Fire 1 Games NPR NPR for iPad 1 News Our Film Festival Fandor Movies 1 Lifestyle Scripps Networks HGTV Color Guide 1 Lifestyle Spotify Spotify 1 Music Viacom (MTV Networks) Kids Choice Awards 2012 1 Entertainment Source: SNL Kagan analysis of Apple iTunes data. © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 14
  15. 15. App Trends Pricing Summary © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 15
  16. 16. Checking in with Social TV Apps What do tablets want to be when they grow up? TV Screens or PCs? Yes. © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 16
  17. 17. Checking in with Social TV Apps Second Screen Start ups Launched Launched in before 2011 past year 28% 72% © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 17
  18. 18. Checking in with Social TV Apps GetGlue Active Users as a % of Total U.S. Pop 1% 99% © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 18
  19. 19. Checking in with Social TV Apps Viggle app offers product discounts for “checking in” to TV programs. Also for watching mobile video ads on the app. 250K Monthly Active Users Average app session is 89 minutes. © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 19
  20. 20. Checking in with Social TV AppsApps “hear” TV programming and allow users to dig deeperinto ads or programming via Tablet and Smartphone apps. © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 20
  21. 21. Mobile Video Ad Formats, Targeting & Metrics Long term Instant Branding and/or Interactivity © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 21
  22. 22. Mobile Video Ad Formats, Targeting & MetricsMobile Video ad formats: Banners with embedded video Video ad mid-roll Video ad preceding content (Pre-roll / In-Stream) Video/banner hybrids Screen takeovers Banners Overlays Others TDB © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 22
  23. 23. Mobile Video Ad Formats, Targeting & Metrics Targeting is the No. 1 attribute of what advertisers are looking for on mobile (September 2011 Jumptap/Digiday survey). While operators protect their subscriber privacy, five targeting methods are possible without carrier consent. 1. Social-targeting: user logs into a service with Facebook UN and PW, publisher can scrape demographic details right from profile. 2. Content-based targeting matches an ad with a publishers particular audience. 3. Carrier-based targeting. 4. Device-targeting: campaigns that run only on iOS, for instance. 5. Location-targeting: ranging from within 100 yards of a user to simply being within a certain zip code. © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 23
  24. 24. Mobile Video Ad Formats, Targeting & MetricsCost per Engagement (CPE), Click Through Rates (CTR), Cost Per Click(CPC), Cost per Thousand Impressions (CPM), Cost per Acquisition (CPA) ($) Mobile CPMs, US 100 80 Mobile Video* 60 Premium Display^ 40 20 0 2007 2008 2009 2010 2011 *Ranges from $10 to $50+ based on value of content, targeting criteria and audience. ^Many mobile ad networks average < $1 CPMs © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 24
  25. 25. Mobile Video Ad Formats, Targeting & Metrics No Standardized Measurement (Nielsen? Arbitron?) Post-campaign sales lift CTRs: On desktop a 1-2% banner CTR is fantastic What happens after the click through? CPE: normally under $.50 per engagement Mobile has lots of ACT © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 25
  26. 26. User Experience “I hate all advertising!” © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 26
  27. 27. User Experience Apps are easier than WAP, but we can do better. © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 27
  28. 28. User Experience Context Does a bad user experience with an ad have the reverse effect on that brand? © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 28
  29. 29. User Experience Lots of inventory, not many ads Opportunity to stick out at this early stage © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 29
  30. 30. Conclusion It’s early days Experiment Consumer experience Consumer experience Consumer experience © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 30
  31. 31. We’ve just scratched the surface John Fletcher Sr. Analyst SNL Kagan 831 622 3814 jfletcher@snl.com © 2012 SNL Kagan, a division of SNL Financial LC, estimates. All rights reserved. 31
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