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Online Video Advertising Landscape
 

Online Video Advertising Landscape

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

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 Online Video Advertising Landscape Presentation Transcript

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