Video Ad Load vs TV Ad Load Augustine Fou 2014

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Online video ads still have a lot of headroom to grow rapidly as more dollars shift from TV advertising to digital.

Online video ads still have a lot of headroom to grow rapidly as more dollars shift from TV advertising to digital.

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  • 1. Augustine Fou- 1 - Video Ad Load 5%
  • 2. Augustine Fou- 2 - Video Minutes and Ads Source: comScore April 2014 press release Viewers watched 1,067 minutes of online video in March 2014 (17.8 hours/mo or 36 mins per day) Video ads were in 61.6 percent of all videos viewed and 5.4% of all minutes spent viewing video online March 2014 Data
  • 3. Augustine Fou- 3 - March 2013 Data 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
  • 4. Augustine Fou- 4 - Video Ad Views Exploded Source: comScore Feb 2014 via Marketing Charts Very likely the increase was not all due to human views
  • 5. Augustine Fou- 5 - TV Ad Load 23 - 32%
  • 6. Augustine Fou- 6 - TV Ad Load (Nielsen 2014) Source: Nielsen May 2014
  • 7. Augustine Fou- 7 - 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
  • 8. Augustine Fou- 8 - 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
  • 9. Augustine Fou- 9 - DVR Owners Watch 23m Source: Nielsen Dec 18, 2013 DVR owners watch 23 mins of 30 minute episodes Source: Netflix
  • 10. Augustine Fou- 10 - DVR Penetration 7 in 10 Source: LRG via MarketingCharts Dec 2013
  • 11. Augustine Fou- 11 - 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: https://www.linkedin.com/today/author/84444-augustinefou