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ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn
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ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn

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  • 1. “Making An Impression With RTB Video” Wednesday, 13th March, 2013 – 17:00 Cindy Deng MD APAC- Turn Amy Weinberger VP ANZ - comScore #ATPA
  • 2. Analytics for a digital world #ATSYD
  • 3. Global Video Landscape Total Unique Viewers (000) Videos (000) Total Minutes (MM)Worldwide 1,283,959 221,115,399 1,400,298 US 185,502 45,288,684 208,175 France 39,331 7,162,965 38,852 UK 37,132 11,925,994 63,556Australia 12,731 1,733,953 8,622 #ATSYD
  • 4. Online video growth in Australia 2,500,000 Videos watched (000) 2,000,000 1,500,000 1,000,000 500,000 0January, 2011 July, 2011 January, 2012 July, 2012 January, 2013 #ATSYD
  • 5. Online video growth in Australia Duration (Million Minutes)12,00010,000 8,000 6,000 4,000 2,000 0 January, 2011 July, 2011 January, 2012 July, 2012 January, 2013 #ATSYD
  • 6. Online video adoption78% of everyone online in Jan’13streamed a video72% of everyone in Australiastreamed a video #ATSYD
  • 7. Online video durationPeople spent an average of 20 hoursonline in January11 hours of that time was spentstreaming a video #ATSYD
  • 8. Demographic insights Total Unique Target Audience Videos (000) Viewers (000) Persons: 15-24 2,370 487,024 Persons: 55+ 2,468 261,006 All Males 6,570 1,141,657 All Females 6,161 592,296 #ATSYD
  • 9. Why Choose Video RTB?1. Buy your audience not just a content channel2. Determine the value of every impression to you - in real-time3. Online video is “high signal” as compared to TV – get better data about the audiences that interact with your brand via video4. Extend a passive “lean back” TV experience into engaging online environments.5. Get more use from of the assets you have already created for TV! #ATSYD
  • 10. Example: TV and Video RTB Campaign To learn how video RTB could help advertisers better understand TV audiences, Turn ran a commercial on the season finale of Mad Men #ATSYD
  • 11. Example: TV and Video RTB Campaign
  • 12. Audience Analysis – Seniority• Post-broadcast visitors to the Turn microsite were significantly more likely to be executives or middle management than the internet average• Visitors in non-management category decrease substantially #ATSYD
  • 13. Audience Analysis – Functional Area• Strong post-broadcast growth in key functional areas, especially Marketing and Engineering #ATSYD
  • 14. Audience Analysis – Industry• As expected, Advertising and Marketing industries skewed very high post-broadcast #ATSYD
  • 15. Audience Analysis – Social Influencers• The message played well with eXelate’s Social Influencers segment. Further analysis on social media events may reveal additional insights. #ATSYD
  • 16. Advantages of Video RTB• Video RTB provides better, richer data about the audiences that interact with your brand via video content.• Matching TV viewership/exposure data with video third party data provides valuable audience insights previously unavailable.• Integrating TV viewership/exposure data into a centralized campaign management software can uncover unique opportunities for sequencing, audience extension, and multi-touch attribution analysis. #ATSYD

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