Online Video Advertising Landscape

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An overview of the online video advertising landscape from Fuor Digital.

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  • - Results Show That 56 Million “Off The Grid” Consumers Are Slipping Past Advertisers Because They Are Removing Themselves From Live Broadcasting Ad Experiences- This Off the Grid group represents nearly one third of the adult, online population in the United States – according to comScore, nearly 56 million people and growing.
  • Premium Online Video Ads Generate Greater Brand/Message Recall than Video Ads on Non-TV Content Sites and Ad Networks(demo expanded to increase available sample size); specific brands/ creative executions vary between streaming full episode and other online video sites/ad networks. Non-premium online video includes a combination of in-banner/in-stream video ad formats.
  • In a recent presentation at the Advertising Research Foundation’s annual RE: Think conference, Dave Kaplan, Senior Vice President, Product Leadership at Nielsen IAG, and Beth Uyenco, Director of Global Research at Microsoft, discussed the ins and outs of online advertising and how to effectively reach video viewers.  Evaluating 238 brands encompassing 412 products in 951 ad executions in streaming full-episode TV programs, Nielsen IAG used the key brand impact metrics of ad recall, brand recall, message recall and likeability to determine the effectiveness of ads.  More than 14,000 surveys were conducted.The patterns they uncovered were consistent:  video ads run during online full-episode TV programs yield deeper brand impact than corresponding on-air TV ads, with the difference most pronounced among younger viewers age 13-34
  • But the results of the study don’t point toward an “either or” approach to advertising dollar allocation, especially given that audience reach and CPMs can vary greatly between linear TV and online streaming TV.  Instead, the data suggests the benefits of utilizing both platforms in tandem to achieve advertising objectives.“It appears that leveraging the large reach of TV in combination with the standalone impact and amplifying effect of online video makes for a successful marketing strategy,” said Kaplan.Specifically, online video ads help to reinforce and strengthen the impact of a traditional TV campaign. Including online video advertising in the media mix and synchronizing with TV greatly improves all key brand metrics, especially message recall.
  • Fios TV widgetsVizio TV apps
  • What's an EBIF? It's the technical name (Enhanced Binary Interchange Format) for a standardized way to do interactive TV, at a national scale. It's big, because of its reach—to 25 million households, by year-end 2010. That's a lot of eyeballsShowtimeShowtime Sports® Interactive: An interactive TV project that enhances ....HSNComcast and HSN have announced the national rollout of "Shop by Remote"...Comcast Caller IDETV enhances the customer experience by providing services such as Caller ID. Comcast's Triple Play customers...Time Warner CableLeveraging ETV, cable operators, content providers or advertisers can implement overlays to digital content streams. Time Warner...
  • Online Video Advertising Landscape

    1. 1. Online Video LandscapePrepared by: Fuor Digital<br />
    2. 2. Agenda<br />Overview – State of Online Video<br />Deep Dive – Digital Video Landscape<br />Online Video Streaming for Advertisers<br />Online Video Streaming Players<br />What’s Next in Online Video<br />
    3. 3. 3<br />
    4. 4. TV is not dead<br />The average American watches 153 hoursof TV per month<br />4<br />Source: A2/M2 Three Screen Report, Q1 2009<br />
    5. 5. 5<br />But viewing behavior IS changing<br />
    6. 6. Fragmentation continues to escalate<br />6<br />
    7. 7. With DVR penetration inline with predictions<br />As of March 2009, 30.6% of households in Nielsen’s People Meter Panel have a DVR, up from just 12.3% in Jan 2007<br />A growing number are becoming multi-DVR households - 25% of homes had two, while 5% had three or more<br />7<br />
    8. 8. And Broadband access reaching over 60% of all US households<br />93.3% of Internet Users access the Web via a broadband connection<br />8<br />Source: MAGNA, US Census, April 2009; Nielsen 2010 Media IndustryFactSheet<br />
    9. 9. More time watching across ALL screens<br />Timeshifting usage with DVR is up 40%, with Americans playing back 8 hrs, 13 minutes per month. <br />With broadband levels increasing, online video audiences will continue to grow as consumers begin to upgrade their PCs to support increased video consumption<br />Mobile video viewing grew a significant 52% in Q1 09 from the previous year, up to over 13MM Americans. <br />The most watched categories are comedy and weather<br />9<br />
    10. 10. 56 Million U.S. adults are “Off The Grid”<br />Results Show That 56 Million “Off The Grid” Consumers Are Slipping Past Advertisers Because They Are Removing Themselves From Live Broadcasting Ad Experiences<br />This Off the Grid group represents nearly one third of the adult, online population in the United States – according to comScore, nearly 56 million people and growing.<br />10<br />SAY Media/ComScore New ResearchStudy Oct. 2010<br />
    11. 11. U.S. consumers have watched their favorite TV programs on the following platforms:<br />Source: Deloitte’s State of the Media Democracy Survey, Fourth Edition December 2009<br />From “Primetime” to “Mytime”<br />11<br />
    12. 12. Video Where, When and How I want it<br />12<br />
    13. 13. Online Video Landscape<br />13<br />
    14. 14. Internet networking traffic is predicted to quadruple between 2009 and 2014 with online video as the primary driver of that growth.<br />14<br />Cisco Systems Annual Visual Networking Index Forecast, 2010<br />
    15. 15. 15%<br />Online video viewing soars<br />15<br />Source: comScore VideoMetrix, July 2010<br />
    16. 16. And will continue to grow<br />16<br />
    17. 17. Approximately one-quarter of US consumers watch Internet TV weekly.<br />17<br />Source: In-Stat, *The US Market for Web-Based TV Widgets and Applications* as cited in press release, April 20, 2010<br />
    18. 18. Who’s watching?<br />Television Audience Comp<br />M<br />46%<br />W 54%<br />Internet Video Audience Comp<br />The highest penetration of online video is among A18-24, followed closely by A25-34 year olds.<br />29% of under-25s get “most” of their TV online, compared to 8% of all online adults.<br />From a sheer reach standpoint, the fastest growing demographic is among A45+ - while A35-49 are the fastest growing in time spent.<br />W 53%<br />M<br />47%<br />18<br />Source: *Retrevo, « Gadgetology Report, » April 9,2010 * A2/M2 Three Screen Report Q1 2009 *Nielson Online VideoCensus, 2009<br />
    19. 19. Who’s Watching?<br />Source: comScore, “Great Expectations”, August 2010. <br />19<br />
    20. 20. When an impression means more than 1<br />18%+<br />Source: The Nielson Wire Blog - February 2010<br />20<br />
    21. 21. What are they watching?<br />Entertainment is by far the category leader in terms of reach, streams per streamer and minutes per stream<br />21<br />
    22. 22. The rise of long-form<br />Attributed to the success of online properties such as Hulu and the increase in Internet- enabled TV sets and other viewing devices. <br />In-Stat expects US shipments of web-enabled devices that support TV applications to increase from 14.6 million this year to 83.4 million by 2014<br />22<br />
    23. 23. Content options<br />User Generated Content<br />TV<br />23<br />Professional<br />
    24. 24. Where are they watching<br />YouTube is by far the category leader, accounting for 43.1% of all videos viewed online.<br />Source: comScore Video Metrix May 2010<br />24<br />
    25. 25. Beyond the top 10<br />25<br />
    26. 26. Because size isn’t everything<br />VS.<br />26<br />
    27. 27. Why are they watching?<br />Online video is for catching up, not replacing<br />Source: The Nielson Wire Blog - February 2010<br />27<br />
    28. 28. Online’s convenience appeals to viewers<br />Convenience remains the key driver for online video use<br />More males than females watch for convenience, while more females than males watch for portability<br />Younger visitors (age 18-49) are more likely to cite convenience and/or portability as a reason for use<br />Common Others:<br />Can watch shows they missed<br />Can watch shows that are no longer aired<br />Q162: What are the top three reasons you watch TV shows on NBC.com?<br />nQ1 =286 (Rotation Group)<br />28<br />
    29. 29. When are they watching?<br />Primetime hours dominate online views<br />Lunchtime Bump: Likely a result of access to computers at work<br />Note: Rewind usage scales are higher than TV scales<br />Source: Nielsen and Omniture data, March 2010; Nielsen P2+ PUTs by hour for March broadcast month weekday viewing Live; Omniture visits by hour for March weekday only<br />29<br />
    30. 30. Why Online Video?<br />30<br />
    31. 31. The best of both worlds<br />Traditional TV: sound, sight, motion, reach<br />Traditional Digital: targetability, accountability, interactivity<br />31<br />
    32. 32. Video ads account for nearly 10% of all videos viewed online<br />Source: eMarketer, “U.S. Internet Users”, April 2010; comScore, June, July and August 2010.<br />32<br />
    33. 33. Audiences have grown to accept online video ads<br />Majority of audiences (~55%) find the presence of ads in online videos just as or more acceptable than ads in TV shows.<br />Source: Frank N. Magid Associates, Inc., “Magid Media Futures 2010: Online Video”. <br />33<br />
    34. 34. Digital video delivers measurable impact<br />Premium Online Video vs. Non-Content Sites/Ad Networks<br />Source: Nielsen IAG, P13+ July 2010<br />34<br />
    35. 35. Digital video delivers measurable impact<br />Premium Online Video vs. TV Ad Performance<br />65%<br />46%<br />Source: Nielsen IAG, A18-49, July 2010<br />35<br />
    36. 36. In an uncluttered...<br />36<br />
    37. 37. Actionable<br />37<br />
    38. 38. Targetable<br />Geographic<br />Day Part<br />Show<br />Demographic<br />Channel/Sub Channel<br />Behavioral<br />38<br />
    39. 39. And fully measurable environment<br />Standard Metrics<br />Impressions<br />Unique impressions<br />Clicks<br />Click through rate<br />Interaction rate<br />Interactions<br />Avg. time spent<br />Video Metrics<br /><ul><li>Video start
    40. 40. Video end
    41. 41. Video replay start
    42. 42. Video replay end
    43. 43. Video pause/un-pause
    44. 44. Video stop
    45. 45. Video rewind
    46. 46. Audio on/off</li></ul>39<br />
    47. 47. “It appears that leveraging the large reach of TV in combination with the standalone impact and amplifying effect of online video makes for a successful marketing strategy”<br />Dave Kaplan, Senior Vice President, Product Leadership at Nielsen IAG<br />40<br />
    48. 48. TV + onlinedelivers superior results<br />18%<br />52%<br />44%<br />35%<br />53%<br />35%<br />29%<br />26%<br />31%<br />19%<br />17%<br />13%<br />Source: Nielsen IAG, A18-49, July 2010<br />41<br />
    49. 49. 43% of cross-platform viewers have momentarily stopped watching a TV program online to go to an advertiser’s website<br />Source: comScore, “Great Expectations”, August 2010. <br />42<br />
    50. 50. A billion dollar industry and growing<br />43<br />
    51. 51. Set to outpace growth of every other ad format<br />44<br />Source: Growth stats derived from published study of projected spend growth by ad format , eMarketer, May 2010<br />
    52. 52. By 2014 over 15%of advertiser’s online dollars are predicted to go towards video and 8.5% of their TV budgets<br />eMarketer.com 2010<br />45<br />
    53. 53. 46<br />
    54. 54. Top streaming networks<br />47<br />Source: comScore VideoMetrix, July 2010<br />
    55. 55. Streaming – a few things to remember<br />It’s TV online<br />CPM pricing model<br />$30-$45 CPM<br />Investment minimums vary by network<br />Similar number of commercial breaks as on-air<br />1-3 commercials per pod<br />Brand engagement vs. immediate conversion<br />Re-purposed TV ads generate the best results<br />On-air + online delivers the most impact<br />48<br />
    56. 56. 49<br />
    57. 57. TV will embrace the connectivity<br />By 2015, 60% of all new TVs will have built-in network connectivity, and 70% of the connected sets ship with an embedded app platform and app store. <br />Source:GigaOM Pro 2010<br />50<br />
    58. 58. And get smarter<br />Set-Top Boxes GetSmarter through EBIF<br />Voting & Polling<br />T-Commerce<br />Lead Gen/RFI<br />51<br />
    59. 59. Online Video Summary<br />MORE<br />Content<br />Options<br />Watching<br />Screens<br />Connectivity<br />Interactivity<br />Change<br />More Opportunity to reach your consumer<br />52<br />
    60. 60. Thank You!!!<br />

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