eMarketer Webinar: Trends in Video Advertising and Measurement


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Join David Hallerman as he provide's an overview of the latest data on digital video ad metrics, video ad types, ad spending forecasts and the video audience.

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  • eMarketer Webinar: Trends in Video Advertising and Measurement

    1. J A N U A R Y 2 4, 2 0 1 3 Trends in Video Advertising and Measurement Sponsored by:David HallermanPrincipal Analyst ©2013 eMarketer Inc.
    2. What we’ll look at today…  Video ad spending: market size and growth trends  Video ad measurement: metrics that matter most  Three-screen measurement: online, television and mobile  The digital video audience: fragmented, but how that might create more opportunitiesTwitter – #eMwebinar ©2013 eMarketer Inc.
    3. Digital Video AdSpending(Strong growth, but limits, too) ©2013 eMarketer Inc.
    4. How big willdigital videoadvertisingspendingbecome?(How do youdefine big?) ©2013 eMarketer Inc.
    5. While videoad spendinggrowth isimpressive,its placeamong allthe digital adformatsis moremodest ©2013 eMarketer Inc.
    6. Only one in10 digital addollars in2013 will goto video 15% video share by 2016 ©2013 eMarketer Inc.
    7. Additionalperspective:23% ofdisplay addollars willgo to videothis year,rising to justover 30% in2015 ©2013 eMarketer Inc.
    8. The digital video category consists of three basic types of ads  In-stream video ads: pre-roll, mid-roll or post-roll. These run in the same player as the video content.  In-banner video ads: not connected with video content and therefore could appear on any webpage. They typically need to be started by the user.  Branded video content: refers to longer-form ads sponsored by the marketer. Sometimes the audience does not even view this branded content as an ad, since most of the video contains potentially valuable information or entertainment.Twitter – #eMwebinar ©2013 eMarketer Inc.
    9. The financial health of the digital videoad market is relative ©2013 eMarketer Inc.
    10. TV vs.digital video:Single-digitgrowthvs.double-digitgrowth ©2013 eMarketer Inc.
    11. In 2013, forevery $1going todigital videoads, $16will go to TVcommercials ©2013 eMarketer Inc.
    12. Mobile Video AdSpending(Its share is small, but willthat change soon?) ©2013 eMarketer Inc.
    13. Spending for mobile video ads is risingfaster than for any other mobile format ©2013 eMarketer Inc.
    14. But consider one big concern aboutmobile video advertising spending… ©2013 eMarketer Inc.
    15. Note how video ad spending makes uponly a small part of the mobile market 10% share in 2016 ©2013 eMarketer Inc.
    16. Video Measurementand Metrics(The categories, the process) ©2013 eMarketer Inc.
    17. Marketers use several core metrics to measure digital video advertising  Clickthrough rate  Completion rate  Engagement, including views, interactivity and simply attention paid to the advertising  Brand health, such as awareness or favorability  Reach and frequency, gross rating points (GRPs) and targeted rating points (TRPs)Twitter – #eMwebinar ©2013 eMarketer Inc.
    18. Higher video ad completion rates do notcorrelate with higher click rates ©2013 eMarketer Inc.
    19. Several elements color the results of nearly all online video ad metrics  The length and nature of the content the ad runs against, or the ad’s length itself  The type of site where the ad is viewed  The device used to view the video  The time of day or day of the week  The degree to which the audience is habituated to digital video advertising  The advertising creative itselfTwitter – #eMwebinar ©2013 eMarketer Inc.
    20. Digital video ad completion rates willlikely be influenced by content length ©2013 eMarketer Inc.
    21. The metricsthatmarketersuse tomeasuredigital videoadvertisingare evolving,but slowly ©2013 eMarketer Inc.
    22. Digital’s “accountability”Popular too often still means clicksattributionmethodstend to belesseffective forvideoadvertising ©2013 eMarketer Inc.
    23. Completion rate is a much-used way to measure video advertising But savvy marketers look to determine engagement in other ways: Time spent viewing the ad, even if not to completion Interactivity, such as starting the ad or mousing over it Dwell rate, or the proportion of impressions that were intentionally engaged with by touch, interaction or click Sharing or commenting on ads—the social, word-of-mouth or viral aspects of engagement Visiting a brand’s website as a result, even if not directly, of viewing the video ad Simply paying attention to ads and being aware of the brand— which are, in many ways, the core engagement metricsTwitter – #eMwebinar ©2013 eMarketer Inc.
    24. “The Goldilocks Principle,” along withaudience control, builds engagement ©2013 eMarketer Inc.
    25. Video ad targeting—mainly by age and gender—spreads across a range of ages48% ofvideo adsaretargetedat thoseages 45and older ©2013 eMarketer Inc.
    26. The vastmajority ofsmartphonevideoviewersdo not wantto betargeted bylocation,demo data,browsinghistory, etc. ©2013 eMarketer Inc.
    27. Digital video is increasingly needed tohelp brands stand out in a crowded field ©2013 eMarketer Inc.
    28. Brand liftdelivered thehighestsuccess in2012,more thanserver-basedmetrics thatcount clicksandcompletions ©2013 eMarketer Inc.
    29. Mobileappears towork verywell for thebrand-healthmetrics, butthat mightbebecause … ©2013 eMarketer Inc.
    30. MeasurementAcross Screens(Digital cannot stand alone) ©2013 eMarketer Inc.
    31. Adver tiser s may not always knoww ho’s watching, but digital r evealsmor e than TV ©2013 eMarketer Inc.
    32. Tracking engagement across screensrequires integrated channels and data ©2013 eMarketer Inc.
    33. Many think that translating GRPs andTRPs from TV to digital is essentialBut many cited digital’s unique vistors ©2013 eMarketer Inc.
    34. Digital video More research? How doexists in the video ads compare with TVlight—andsometimesin theshadow—ofTV ©2013 eMarketer Inc.
    35. The ability to But 53% said they don’tcombine all have the budget for DMPfirst-partydata assetsacrosschannels,such as TVand digital,would boostdigital video ©2013 eMarketer Inc.
    36. The Digital VideoAudience(Thy name is fragmentation) ©2013 eMarketer Inc.
    37. The massiveaudience fordigital videocontent hasnot yet seenmatchinglevels ofdigital videoadvertising ©2013 eMarketer Inc.
    38. Video viewer growth is highest amongthe youngest and oldest segments ©2013 eMarketer Inc.
    39. But theviewer sharepeaks at25-to-34,and further,many areolder thanthatsegment ©2013 eMarketer Inc.
    40. Half of internet users watch videos afew times per week or more often ©2013 eMarketer Inc.
    41. It’s a three-screen video world: television, computers and mobile Or better viewed as six screens: Traditional TV (broadcast, cable, DVRs) Connected TV (internet-sourced) Desktop computer Notebook computer Smartphone TabletTwitter – #eMwebinar ©2013 eMarketer Inc.
    42. Multiple screens make it hard foradvertisers to know their audience ©2013 eMarketer Inc.
    43. The more screens people use to watchvideo, the more marketers find both……difficulties and also opportunities ©2013 eMarketer Inc.
    44. The three-screen sweet spot: Peopleages 35 to 49 use all screens quite a bitBut the younger audience is movingaway from TV—and even online ©2013 eMarketer Inc.
    45. Longervideosviewed onconnectedTVs, andshortervideos oncomputersand mobile ©2013 eMarketer Inc.
    46. Counting thetime peoplespendwatchingvideo countsfor morethan mereaudiencesize orhow manystreamsthey view ©2013 eMarketer Inc.
    47. Relative toTV, peoplespend farless timewatchingdigital video.However… ©2013 eMarketer Inc.
    48. Connecting theDigital and TVAudiences(Video’s future?) ©2013 eMarketer Inc.
    49. What domodernfamilieswant?TV stillrules,no matterwhat screenpeople areusing ©2013 eMarketer Inc.
    50. Digital TV usage is growing faster thandigital video viewership in general ©2013 eMarketer Inc.
    51. TV and the internet together promise aprime-time blend of branding and digitalVarious ways to connect, from set-topboxes to game consoles to smart TVs ©2013 eMarketer Inc.
    52. TV watching relies more and more onTVs with internet connections ©2013 eMarketer Inc.
    53. Almost 50%of internetusers like TVcommercialsbut few saythey likeonline videoads ©2013 eMarketer Inc.
    54. Video is Digital offers a “space”crucial for for content marketingtellingstories, andTV ads aremoreeffectivethan onlineadvertising ©2013 eMarketer Inc.
    55. The Mobile VideoAudience(Many people, little time) ©2013 eMarketer Inc.
    56. By next year,more thanone-third ofmobilephone userswill watchvideocontent atleast onceper month ©2013 eMarketer Inc.
    57. How the audience often views mobilevideo content and ads may surprise you ©2013 eMarketer Inc.
    58. Smartphone And 54% use other mediavideo, like simultaneouslytablet video,is often anat-homething ©2013 eMarketer Inc.
    59. Odds aregood that alarge shareof theaudiencewill beannoyed bymobile videoads ©2013 eMarketer Inc.
    60. 46% said One implication: Don’tthey disliked spend their bandwidthvideo ads onmobilephones,while only23% saidthey likedthem ©2013 eMarketer Inc.
    61. Few people The reasons for this mayregularly pay not be obviousattention tomobile videoads,althoughclips workbetter thanfull TVepisodes ©2013 eMarketer Inc.
    62. Main Takeaways ©2013 eMarketer Inc.
    63. The sweet spot for digital video blendsengagement with accountability ©2013 eMarketer Inc.
    64. Conclusions: Start with an overviewof spending, metrics and audienceCaveat: Results aggregated from a range ofother companies’ campaigns are imperfectyardsticks, guidelines but not absolute rules.Spending trends. Higher than for any other digital adformat, but represents a relatively small portion of overallinteractive spending.Measurement and metrics. Moving toward moresophisticated tools will help the growth of digital video.Audience. While increasing steadily—both in number ofviewers and in the amount of time they spend watchingdigital video—they still love their TV and TV-style content. ©2013 eMarketer Inc.
    65. Adobe’s Project Primetime Noah Levine, Senior Product Evangelist© 2013 Adobe Systems Incorporated. All Rights Reserved.
    66. Broadcast TV is an Industry In Transformation Adobe Project Primetime: Enabling Broadcast-to-IP© 2013 Adobe Systems Incorporated. All Rights Reserved.
    67. ‘TV-Everywhere’ Ad Insertion Services Authentication (MediaWeaver) (Pass) Robust PlaybackSingle WorkflowPublishing Primetime Media Ad Decisioning(Access & StreamKit) Player (Auditude) Unified Analytics Audience Segmentation (SiteCatalyst) (AudienceManager)© 2013 Adobe Systems Incorporated. All Rights Reserved.
    68. Questions? Noah Levine noahl@adobe.com© 2013 Adobe Systems Incorporated. All Rights Reserved.
    69. Q&A Session Learn more about mobile marketing with an eMarketer corporate subscription Trends in Video Advertising and More than 200 eMarketer reports are Measurement published each year. The following are a few recent ones you may be interested in:  Connected TV Advertising: Playing the Long Game  Video Advertising Benchmarks: Key Data, Trends and Metrics  Social Video: The Next Wave in Digital David Hallerman Advertising  Key Digital Trends for 2013 You will receive an email tomorrow with a link to  Digital Video and TV Advertising: 16 Forces view the deck and that will Help or Hinder Integration webinar recording. Sponsored by: To learn more: www.emarketer.com/productsAdobe’s Project Primetime 800-405-0844 or webinars@emarketer.com ©2012 eMarketer Inc.