Entertainment
Barometer
FEBRUARY 2016
January data
1. METHODOLOGY AND KEY TAKE-OUTS
2. THEATRICAL & VOD
Overview
• Global leaders in native video advertising
• Proven by Millward Brown’s ad Outstream and Instream Ad Effectiveness
study...
The Teads Labs
Teads’ Labs collects and assembles data from a variety of video-sharing
websites and online social networki...
CHANNELSTIME
LABS
SNAPSHOT
ENTERTAINMENTBRANDS
SCORERANKING
Data shows a snapshot in
time; at the point of the
presentatio...
Views
YouTube views
Interactions
YouTube likes and comments + Facebook comments and
likes
Interaction rates
Interactions (...
Warner Bros ranks best on Theatrical and Netflix on VOD
- DreamWorks was the most active brand but Warner Bros has the hig...
• Best performing videos are teasers of
the most exciting scenes of each
episode of a series.
• Brands are more active tha...
Highest interaction rates for VOD but most views for Theatrical
• Over 100 million views in Theatrical especially thanks t...
1. METHODOLOGY AND KEY TAKE OUTS
2. THEATRICAL & VOD
Overview
961 videos in Theatrical & VOD
• Fox is the most active brand with 57 videos to promote
the upcoming “Grease Live”, 42 vid...
39.1%
11.3%
11.2%
10.8%
7.3%
6.3%
4.2%
3.4%
2.9%
2.0%
0.7%
0.2%
0.2%
0.2%
0.1%
0.1%
Warner Bros
Paramount
Universal Pictur...
• Warner Bros published 2 of the 5 best videos by views: one is the official trailer of the upcoming American superhero fi...
815,469
621,132
266,911
197,963
155,457
85,446 75,677 70,761 46,918 37,302
7.5%
6.9%
6.8%
7.5% 8.6% 11.7%
16.5%
31.7%
19.5...
Humour & irreverence with Suicide Squad and Hannibal Buress
Suicide Squad - Official Trailer 1
Best in views
Hannibal Bure...
Number of videos released (monthly) UK Film release date US Film release date
7 months before release, Suicide Squad gets ...
REINVENTING VIDEO ADVERTISING
www.teads.tv
insights@teads.tv
Upcoming SlideShare
Loading in …5
×

Teads Entertainment Barometer February 2016

448 views

Published on

Entertainment barometer by Teads - an analysis of video advertising trends across the major gaming, VOD and theatrical brands. Own technology through the Teads Labs.

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
448
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
12
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Teads Entertainment Barometer February 2016

  1. 1. Entertainment Barometer FEBRUARY 2016 January data
  2. 2. 1. METHODOLOGY AND KEY TAKE-OUTS 2. THEATRICAL & VOD Overview
  3. 3. • Global leaders in native video advertising • Proven by Millward Brown’s ad Outstream and Instream Ad Effectiveness study as the most effective video solution on the market • Highly scalable, premium advertising solution • Viewable by design Unlocking inventories through the award-winning inRead® format Best Use of Native Advertising Top Digital Innovator Fast growing private company in America Best Technology Best Places to Work in NYC #1 in the IPA Digital Media Owner survey 2015 Teads
  4. 4. The Teads Labs Teads’ Labs collects and assembles data from a variety of video-sharing websites and online social networking channels. The global data is analysed to create video rankings based on a numerous parameters linked to each brand channel including: the number of total views, number of total videos, video length, shares, comments, likes, dislikes and interaction rates. The regular analysis on branded videos provides world-wide business and consumer trends and related opportunities for brands to understand the video landscape of a particular category in a specific time frame. For recommendations or further insights, please contact: Director of Content & Insights, UK/International Charlotte Diemer: charlotte.diemer@teads.tv Client Analyst Ana Cristina Da Silva: ana.dasilva@teads.tv Methodology and Glossary
  5. 5. CHANNELSTIME LABS SNAPSHOT ENTERTAINMENTBRANDS SCORERANKING Data shows a snapshot in time; at the point of the presentation, stats may have increased substantially. Global, UK, France, Germany, Italy, Spain, USA, Mexico, Argentina, Brazil, Colombia The data is extracted and manually evaluated through the Teads Labs technology Interaction rate = Facebook & YouTube Interactions / YouTube views Aggregated rank = views + interaction rate score Only videos with more than 30k views were taken into account to calculate interaction rates Data from January 2016 1st – 31st of January 2016 Theatrical & VOD Ranking per • Views from YT • Interaction rate • Aggregated views & interactions 22 Brands 961 Videos 132,131,013 Views 2,812,456 Interactions
  6. 6. Views YouTube views Interactions YouTube likes and comments + Facebook comments and likes Interaction rates Interactions (YouTube likes and comments + Facebook comments and likes) per views (YouTube views). Activity Facebook posts + Instagram videos + YouTube videos Performance YouTube (views+ comments + likes) + Facebook (shares+ likes + comments) + Instagram (likes + comments) Popularity Facebook fans + YouTube subscribers Share of Views Brands’ YouTube views / Total YouTube views Share of Interactions Brands’ interactions (YouTube likes and comments + Facebook posts) / Total interactions BRANDS*GLOSSARY THEATRICAL & VOD *Note: The brands not displayed on the charts either didn’t have any activity on the analysed channels or were not considered due to their low performance Teads analysed 22 brands
  7. 7. Warner Bros ranks best on Theatrical and Netflix on VOD - DreamWorks was the most active brand but Warner Bros has the highest share of views and interactions - Great performance for trailers anticipating big releases over 6 months away (“Conjuring 2” and “Suicide Squad” both published by Warner Bros) - Lower interaction rates compared to VOD (2% interaction rates in Theatrical videos vs. 4% on VOD) - Netflix performed best by views and interactions with 33 published vs. a total of 447 videos in VOD) - Fox was the most active brand (30% of total share of videos) - Trailer videos re-launching previous hits have the highest number of views (“Fuller House” by Netflix is a sequel of the sitcom hit ”Full House” showing on TV between 1987–95) - Trailers of upcoming comedies get highest interaction rates (“Hannibal Buress” and “Tom Segura” by Netflix) Theatrical VOD Best performances Best performances 15 brands 514 videos 106,548,928 views 2,143,308 interactions 7 brands 447 videos 25,582,085 views 669,148 interactions 1. KEY TAKE-OUTS
  8. 8. • Best performing videos are teasers of the most exciting scenes of each episode of a series. • Brands are more active than ever, releasing daily videos to incentivise users to watch the latest released episodes. • Fox published 28 “Hell’s Kitchen” videos of less than 1 minute each, teasing each one of the episodes to keep users on top of the newest events of the show. To create awareness around a new film/series, the trend is to use a text box on the foot of the ad sharing the release date during the entire ad in a non-intrusive way. The teaser “It’s the Flamingo, Isn’t It? - Marvel’s Agent Carter Season 2, Ep. 1” is a good example of how to share subtle details of the series. The ad shows the title of the series and the premier date in grey letters on the bottom of the ad. The teaser “Hell’s Kitchen: Opening Sequence from "18 Chefs Compete” also presents the data in the first seconds of the video. • Upcoming film/TV series trailers have extraordinary performance over half a year before the film/TV series goes live (“Suicide Squad” to be released and “The Get Down Sizzle”, both to premier in August 2016) • Sequel trailers perform best by views and interaction rates when published one month before the release date (“Hell’s Kitchen” season 15 premieres on January 15th or “Hannibal Buress” to be released on the 5th of February). Sequels, revival and current issues drive engagements Teasing each episode Interactive buttons • Best performing videos share the secrets that make a good film or TV series. • Rehearsals and “In the studio with” work very well in TV series videos such as “The Grease Live” by Fox. • Other example is “What you’re supposed to do when you’re a comic” promoting American comedian Tom Segura’s show. • Trending videos feature characters from films/TV shows creating awareness for global issues. • The ad “Deadpool - Gentlemen, Touch Yourself Tonight” for instance aims at creating awareness for the risk of men having testicular cancer. Social issues • The most awaited films and best performers by views are successful sequels (“The Conjuring 2”,“Neighbors 2” and “Marvel's Daredevil”, Season 2). • American sit-com “Fuller House” is a re- launch of Full house and “Zoolander 2” comes back to theatres after the first film was released 15 years ago. • “Sesame street” is also going to be on TV after more than 45 years since their first appearance in the 10th of November, 1969. Rediscovering the sequel Half year before the release date Behind the scenesContent Format 1. KEY TAKE-OUTS
  9. 9. Highest interaction rates for VOD but most views for Theatrical • Over 100 million views in Theatrical especially thanks to Warner Bros, Paramount and Universal Pictures. • VOD outperforms Theatrical by interaction rates thanks to Fox and Netflix’s videos but has lower number of interactions (669,148 VOD interactions vs. 2,143,308 Theatrical videos’ interactions) • DreamWorks, Miramax and 20th Century have the highest number of Theatrical videos. Fox is the most active brand across categories with 293 videos and 31% share in total videos. SHARE OF VIEWS AVERAGE INTERACTION RATE SHARE OF VIDEOS 1. KEY TAKE-OUTS Theatrical 53% VOD 47% VOD 19% Theatrical 2.4% 4.0% Theatrical VOD
  10. 10. 1. METHODOLOGY AND KEY TAKE OUTS 2. THEATRICAL & VOD Overview
  11. 11. 961 videos in Theatrical & VOD • Fox is the most active brand with 57 videos to promote the upcoming “Grease Live”, 42 videos to announce episodes from “Masterchef” series and 28 videos of “Hell’s Kitchen’s” episodes. • Warner Bros only published 14 videos but has the highest share of views and share of interactions (39% share of views and 41% share of interactions). • High levels of activity, share of views and share of interactions for DreamWorks and 20th Century Fox (over 13% share of views and over 12% share of interactions altogether). Videos 1 2 3 4 6 8 11 14 16 27 33 37 42 48 48 49 51 54 59 72 83 293 2. THEATRICAL & VOD 30.5% 8.6% 7.5% 6.1% 5.6% 5.3% 5.1% 5.0% 5.0% 4.4% 3.9% 3.4% 2.8% 1.7% 1.5% 1.1% 0.8% 0.6% 0.4% 0.3% 0.2% 0.1% 0% 5% 10% 15% 20% 25% 30% 35% Fox Dreamworks Miramax 20th Century Fox Fandango Eone HBO Amazon Paramount Lionsgate Universal Pictures Netflix Marvel Hulu Warner Bros Imax Anchor Bay Sky Sony Pictures Disney Virgin Media Pixar
  12. 12. 39.1% 11.3% 11.2% 10.8% 7.3% 6.3% 4.2% 3.4% 2.9% 2.0% 0.7% 0.2% 0.2% 0.2% 0.1% 0.1% Warner Bros Paramount Universal Pictures Netflix Dreamworks 20th Century Fox Lionsgate HBO Hulu Fox Marvel Amazon Fandango Disney Eone Imax 41.3% 16.9% 8.8% 8.0% 4.7% 4.2% 4.0% 3.7% 3.5% 1.6% 1.6% 0.8% 0.4% 0.2% 0.2% 0.1% 0.1% Warner Bros Netflix 20th Century Fox Universal Pictures Paramount Disney Fox Marvel Dreamworks Hulu Lionsgate HBO Amazon Fandango Sony Pictures Imax Eone With only 14 videos published, Warner Bros outperforms competitors • Highest share of interactions for Warner Bros thanks to 2 main videos • Warner Bros, Paramount and Universal Pictures hold together 62% share of total views and 54% share of interactions • Netflix ranks 1st by views and interaction rates in VOD • The VOD category has 19% share of total views (vs. 81% Theatrical share of views) and 23% share of total interactions vs. (77% share of views for Theatrical videos) SHARE OF VIEWS SHARE OF INTERACTIONS 2. THEATRICAL & VOD
  13. 13. • Warner Bros published 2 of the 5 best videos by views: one is the official trailer of the upcoming American superhero film based on the DC Comics, “Suicide Squad” to be released on the 4th of August; the other is the trailer of the upcoming American supernatural horror film, “Conjuring 2” to be released on the 30th of October. Both videos gather 44,028,743 views altogether (33% share of total views). • Fox and Netflix published the best performing videos by interaction rates. The best video by interaction rates is a 38 second trailer of the stand up comedy series “Hannibal Buress” published by Netflix 1 month before its premier date on the 5th of February. Sky-high interaction rates for VOD with Netflix and Fox leading the charts BEST VIDEOS IN VIEWS BEST VIDEOS IN INTERACTION RATES 2. THEATRICAL & VOD * Became private video on YouTube Only videos with more than 30k views were taken into account. 33,774,767 10,253,976 8,697,142 6,947,644 3,334,457 2.2% 1.8% 2.8% 1.7% 0.5% 0% 1% 1% 2% 2% 3% 3% 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 Suicide Squad - Official Trailer 1 Neighbors 2 - Official Trailer The Conjuring 2 - Official Teaser Trailer 10 Cloverfield Lane Trailer (2016) Gods of Egypt (2016 Movie - Gerard Butler) Official TV Spot – “Adventure” 02:32 02:33 02:33 01:44 00:31 Warner Bros Universal Pictures Warner Bros Paramount Lionsgate 20/01/2016 19/01/2016 07/01/2016 15/01/2016 23/01/2016 Views Interaction rates 70,761 37,302 46,918 75,677 85,446 31.7% 20.9% 19.5% 16.5% 11.7% 0% 5% 10% 15% 20% 25% 30% 35% Hannibal Buress: Comedy Camisado - Main Trailer - Netflix Hell's Kitchen | First Look: Hell's Kitchen Season 15 Tom Segura: Mostly Stories - Main Trailer - Netflix Grease: Live| Soundtrack Recording Session With Jessie J * Grease: Live | In The Studio With Jessie J * 00:38 01:36 01:19 02:21 01:21 Netflix Fox Netflix Fox Fox 18/01/2016 06/01/2016 04/01/2016 28/01/2016 22/01/2016 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 Interaction rates Views
  14. 14. 815,469 621,132 266,911 197,963 155,457 85,446 75,677 70,761 46,918 37,302 7.5% 6.9% 6.8% 7.5% 8.6% 11.7% 16.5% 31.7% 19.5% 20.9% 0% 5% 10% 15% 20% 25% 30% 35% 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 The Get Down Sizzle The Revenant | "A World Unseen" Documentary Grease: Live| Rehearsals Have Begun! Deadpool - Gentlemen, Touch Yourself Tonight Marvel's Daredevil - Season 2 Grease Live | In The Studio With Jessie J Grease Live| Soundtrack Recording Session With Jessie J Hannibal Buress: Comedy Camisado - Main Trailer Tom Segura: Mostly Stories - Main Trailer Hell's Kitchen | First Look: Hell's Kitchen Season 15 02:59 44:25 01:32 01:14 01:40 01:21 02:21 00:38 01:19 01:36 Netflix 20th Century Fox Fox 20th Century Fox Marvel Fox Fox Netflix Netflix Fox 06/01/2016 21/01/2016 16/01/2016 28/01/2016 07/01/2016 22/01/2016 28/01/2016 18/01/2016 04/01/2016 06/01/2016 12/08/2016 08/01/2016 31/01/2016 10/02/2016 18/03/2016 31/01/2016 31/01/2016 05/02/2016 08/01/2016 15/01/2016 Views Interaction rates Behind-the-scenes and long-form content drive engagement • Trailers, soundtracks, behind the scenes and documentaries make the best performing videos by combined views and interaction rates. • Nine out of the ten best videos by combined views and interaction rates are trailers to be released in the next 3 months after January. • The 2nd video by combined views and interaction rates is a long documentary (44 minutes) of the 2h 36 minute film directed by the Academy award winning Alejandro G. Iñárritu. • The best performing video by combined views and interaction rates is a teaser of the upcoming TV series “The Get Down Sizzle” to be released on the 12th of August 2016 (USA). 2. THEATRICAL & VOD • Only videos with more than 30k views were taken into account. • Combined views & interaction rate videos are calculated weighing 60% views and 40% interaction rate. BEST VIDEOS BY COMBINED VIEWS AND INTERACTION RATES Premier date: Video published:
  15. 15. Humour & irreverence with Suicide Squad and Hannibal Buress Suicide Squad - Official Trailer 1 Best in views Hannibal Buress: Comedy Camisado - Main Trailer - Netflix Best in interaction rate Views: 70,761 Interactions: 22,426 Interaction Rate: 31.69% Length: 0’38 Published: 18/01/2016 TV Series’ release date: 05/02/2016 Views: 33,774,767 Interaction Rate: 2.2% Length: 2’32” Published: 20/01/2016 Film’s release date: 04/08/2016 2. THEATRICAL & VOD
  16. 16. Number of videos released (monthly) UK Film release date US Film release date 7 months before release, Suicide Squad gets highest number of views 3,461,759 views in January 1,270,460 views in January 33,774,767 views in January 12.02.161 12.02.16 18 2016 23 15.01.168.01.16 Oct Nov Dec Jan Feb Mar Apr May June Jul Aug 2016 Oct Nov Dec Jan Feb Mar Apr May June Jul Aug 2016 Oct Nov Dec Jan Feb Mar Apr May June Jul Aug 3 05.08.16 05.08.16
  17. 17. REINVENTING VIDEO ADVERTISING www.teads.tv insights@teads.tv

×