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Augustine Fou- 1 -
Shifting Ad Dollars
from TV to Digital Video
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mkts...
Augustine Fou- 2 -
Ad Spending Video vs TV
Source: IAB Custom Study April 2014
Augustine Fou- 3 -
If Digital Video Spending Will Increase
Where Funding Will Come From
Source: IAB Custom Study April 201...
Augustine Fou- 4 -
Where are video ad budgets coming from? TV, print, and display ad budgets
An October 2013 survey
from A...
Augustine Fou- 5 -
Video Ads Better than TV Ads
• Video ads have 2x message
recall than TV ads
• Video ads have 2x brand
r...
Augustine Fou- 6 -
Perceptions of Video Ads
Source: BrightRoll via eMarketer May 2013
Agency execs correctly perceive
vide...
Augustine Fou- 7 -
TV Ad Load
23 - 32%
Augustine Fou- 8 -
Network TV Ad Load
30% ads
• For every 30 minute episode,
there are about 9 mins of ads (or
10 – 12 ads...
Augustine Fou- 9 -
Cable TV Ad Load
23% ads
• For every 30 minute episode,
there are about 7 mins of ads
(or 8 – 9 ads ) –...
Augustine Fou- 10 -
Viewers Skipping
Exactly All TV Ads
Augustine Fou- 11 -
DVR Owners Watch 23m
Source: Nielsen Dec 18, 2013
DVR owners watch 23 mins
of 30 minute episodes
Sourc...
Augustine Fou- 12 -
DVR Penetration 7 in 10
Source: LRG via MarketingCharts Dec 2013
Augustine Fou- 13 -
Video Ad Load
3%
Augustine Fou- 14 -
Video Minutes and Ads
Source: comScore June 2013
Viewers watched 1,250
minutes of online video in
May ...
Augustine Fou- 15 -
9.4 ads per video for long form videos of 20+ minutes
1.3 ads per video for videos of 5-20 minutes
0.6...
Augustine Fou- 16 -
Video Ads Reach/Frequency
Source: comScore, Dec 2013 via MarketingCharts
Nov 2013 reach = 56%
frequenc...
Augustine Fou- 17 -
Related Articles
State of Online Video Ads
By: Augustine Fou, December 2013
Why Digital Kicks Traditio...
Augustine Fou- 18 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channel...
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Shifting Ad Dollars from TV to Digital Video 2014 by Augustine Fou

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More dollars are shifting from TV to digital video, in search of greater impact and measurability.

Transcript of "Shifting Ad Dollars from TV to Digital Video 2014 by Augustine Fou"

  1. 1. Augustine Fou- 1 - Shifting Ad Dollars from TV to Digital Video Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com April 2014
  2. 2. Augustine Fou- 2 - Ad Spending Video vs TV Source: IAB Custom Study April 2014
  3. 3. Augustine Fou- 3 - If Digital Video Spending Will Increase Where Funding Will Come From Source: IAB Custom Study April 2014 Source of Funding
  4. 4. Augustine Fou- 4 - Where are video ad budgets coming from? TV, print, and display ad budgets An October 2013 survey from Adap.tv and Digiday polled digital and marketing professionals to get a bead on the state of the video ad industry. They found that online advertising budgets were most often growing at the expense of TV broadcast budgets, according to brands. In fact, 31% of brands that responded were planning to shift their advertising budgets away from broadcast television and into online video, while 30% planned to take money away from display advertising for online video. Video Ad Budgets from ... Source: Adap.tv and Digiday via MarketingCharts October 2013 33% New budget 31% From Broadcast TV 30% From display ad budgets
  5. 5. Augustine Fou- 5 - Video Ads Better than TV Ads • Video ads have 2x message recall than TV ads • Video ads have 2x brand recall • Video ads are 50% more likeable • Video ads have 50% more general recall Source: IAB/Nielsen via AdWeek May 2013
  6. 6. Augustine Fou- 6 - Perceptions of Video Ads Source: BrightRoll via eMarketer May 2013 Agency execs correctly perceive video ads to be most comparable to display ads and TV ads (for branding purposes)
  7. 7. Augustine Fou- 7 - TV Ad Load 23 - 32%
  8. 8. Augustine Fou- 8 - Network TV Ad Load 30% ads • For every 30 minute episode, there are about 9 mins of ads (or 10 – 12 ads ) – used How I Met Your Mother as proxy 32% ads • For every 60 minute episode, there are about 19 mins of ads (or 20 – 24 ads ) – used 24 as proxy
  9. 9. Augustine Fou- 9 - Cable TV Ad Load 23% ads • For every 30 minute episode, there are about 7 mins of ads (or 8 – 9 ads ) – used Spongebob Squarepants as proxy 30% ads • For every 60 minute episode, there are about 18 mins of ads (or 16 – 18 ads ) – used In Plain Sight as proxy
  10. 10. Augustine Fou- 10 - Viewers Skipping Exactly All TV Ads
  11. 11. Augustine Fou- 11 - DVR Owners Watch 23m Source: Nielsen Dec 18, 2013 DVR owners watch 23 mins of 30 minute episodes Source: Netflix
  12. 12. Augustine Fou- 12 - DVR Penetration 7 in 10 Source: LRG via MarketingCharts Dec 2013
  13. 13. Augustine Fou- 13 - Video Ad Load 3%
  14. 14. Augustine Fou- 14 - Video Minutes and Ads Source: comScore June 2013 Viewers watched 1,250 minutes of online video in May 2013 (20.8 hours/mo or 42 mins per day) Video ads accounted for 27.9 percent of all videos viewed and 2.6% of all minutes spent viewing video online
  15. 15. Augustine Fou- 15 - 9.4 ads per video for long form videos of 20+ minutes 1.3 ads per video for videos of 5-20 minutes 0.66 ads per video for videos of <5 minutes Number of Ads per Video Source: tnooz.com Feb 2013
  16. 16. Augustine Fou- 16 - Video Ads Reach/Frequency Source: comScore, Dec 2013 via MarketingCharts Nov 2013 reach = 56% frequency = 155 ads /mo
  17. 17. Augustine Fou- 17 - Related Articles State of Online Video Ads By: Augustine Fou, December 2013 Why Digital Kicks Traditional By: Augustine Fou, March 2012 Video Ads Destroy TV Ads By: Augustine Fou, April 2012 Mythbusting Advertising By: Augustine Fou, June 2012 Viewability of TV Ads vs Digital Video By: Augustine Fou April 2014 Augustine Fou- 17 - Effectiveness of Digital Ads By: Augustine Fou, March 2014 How Click Fraud Works By: Augustine Fou, November 2013 How Video Ad Fraud Works By: Augustine Fou, February 2014 The Biggest Lies of TV Advertising By: Augustine Fou, May 2012
  18. 18. Augustine Fou- 18 - Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. Using insights and fast-feedback loops from digital, we can not only target brand ads better, but we can shift towards more detailed measurement and ROI.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou

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