The Future of Television and Online Video   Sept 21, 2009
62%  of marketers believe the effectiveness of TV  advertising has decreased since 2006.  Source: ANA and Forrester Resear...
62%  of marketers believe the effectiveness of TV  advertising has decreased since 2006.  Source: ANA and Forrester Resear...
What % of Internet Users  Watch Video Online? ?
What % of Internet Users  Watch Video Online? comScore…  81% eMarketer…  72% Frank Magid…  75% LightSpeed…  72% AP/AOL…….....
 
% Online Users Watching Video: Forrester…………...  31% Pew………..............  52% ABI Research……..  63% Ipsos………………  67% Niel...
Reality Check! Audience size Watching weekly 290  Million* 144  million*** 249 million** 53 million*** Source: *Nielsen Me...
Reality Check! Audience size Watching weekly 290  Million* 144  million*** 249 million** 53 million*** Source: *Nielsen Me...
Reality Check! Audience size Watching weekly 290  Million* 144  million*** 249 million** 53 million*** Source: *Nielsen Me...
What Are Online Video Viewers Watching? Short form  =  83%  of  online video viewing (Nielsen, 2009) 8 of the top 10 most-...
What Are Online Video Viewers Watching? Short form  =  83%  of  online video viewing (Nielsen, 2009) 8 of the top 10 most-...
What Are Online Video Viewers Watching? Short form  =  83%  of  online video viewing (Nielsen, 2009) 8 of the top 10 most-...
% of US companies deploying some form of online video *Among senior-level marketing executives with over $1.0 million ad b...
% of US companies deploying some form of online video *Among senior-level marketing executives with over $1.0 million ad b...
“ 1  b illion dollars”
US online video ad spending, in millions US online video ad spending, in millions Source: eMarketer, March, 2009 4.3%
US online video ad spending, in millions US online video ad spending, in millions Source: eMarketer, March, 2009 MAGNA Glo...
US online video ad spending, in millions US online video ad spending, in millions Source: eMarketer, March, 2009 MAGNA Glo...
Perspective: online video ad spending =  $1.1 billion  in 2009 $69.8 B US TV Spending
Perspective: online video ad spending =  $1.1 billion  in 2009 $69.8 B US TV Spending =  1.6% of TV $s
Online video viewers are more engaged versus those watching television
Online video viewers are more engaged versus those watching television <ul><ul><li>Average consumer recall of an    un-ski...
*Video Roadblocks Video Roadblocks <ul><li>Quality, “safe” content </li></ul>
*Video Roadblocks Video Roadblocks <ul><li>Quality, “safe” content </li></ul>“ No one wants to advertise next to crap.” --...
Let’s talk… Tim Hanlon Vivaki Tara Maitra Geoff Ramsey CEO eMarketer Avner Ronen Boxee Peter Naylor NBC Get the full deal:...
Let’s talk… Tim Hanlon Vivaki Tara Maitra Geoff Ramsey CEO eMarketer Avner Ronen Boxee Peter Naylor NBC
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Mixx IAB 2009 - Video

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Apresentação sobre video online no Mixx 2009, em NY, 21-09-09

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Mixx IAB 2009 - Video

  1. 1. The Future of Television and Online Video Sept 21, 2009
  2. 2. 62% of marketers believe the effectiveness of TV advertising has decreased since 2006. Source: ANA and Forrester Research, 2008
  3. 3. 62% of marketers believe the effectiveness of TV advertising has decreased since 2006. Source: ANA and Forrester Research, 2008 McKinsey: By 2010, traditional TV advertising will be 1/3 as effective as it was in 1990!
  4. 4. What % of Internet Users Watch Video Online? ?
  5. 5. What % of Internet Users Watch Video Online? comScore… 81% eMarketer… 72% Frank Magid… 75% LightSpeed… 72% AP/AOL…….. 40% Universal McCann.. 83% Ipsos……...… 67% Forrester.… 31% Pew… 52% Nielsen Online… 69% ABI Research… 63% Horowitz… 86%
  6. 7. % Online Users Watching Video: Forrester…………... 31% Pew……….............. 52% ABI Research…….. 63% Ipsos……………… 67% Nielsen…………….. 69% eMarketer………… 72% Lightspeed………... 72% Frank Magid Asso... 75% comScore……........ 81% Universal McCann.. 83%
  7. 8. Reality Check! Audience size Watching weekly 290 Million* 144 million*** 249 million** 53 million*** Source: *Nielsen Media Research, 2009; **BIGresearch, 2008 (86% of TV watchers); ***eMarketer, 2009 (based on aggregated data, about 37% of online video watchers watch weekly)
  8. 9. Reality Check! Audience size Watching weekly 290 Million* 144 million*** 249 million** 53 million*** Source: *Nielsen Media Research, 2009; **BIGresearch, 2008 (86% of TV watchers); ***eMarketer, 2009 (based on aggregated data, about 37% of online video watchers watch weekly) Watch an average of 4.7 hours per day --Nielsen, 2009 View online video < 4 hours per month 3.8 hours …… comScore 3.6 hours …… CTAM 3.5 hours …… Nielsen
  9. 10. Reality Check! Audience size Watching weekly 290 Million* 144 million*** 249 million** 53 million*** Source: *Nielsen Media Research, 2009; **BIGresearch, 2008 (86% of TV watchers); ***eMarketer, 2009 (based on aggregated data, about 37% of online video watchers watch weekly) Watch an average of 4.7 hours per day --Nielsen, 2009 View online video < 4 hours per month 3.8 hours …… comScore 3.6 hours …… CTAM 3.5 hours …… Nielsen According to Ball State University , based on actual observance of consumer behavior, online video accounts for only 1% of total video viewing time
  10. 11. What Are Online Video Viewers Watching? Short form = 83% of online video viewing (Nielsen, 2009) 8 of the top 10 most-popular video genres are short form --Frank Magid Assoc, 2009
  11. 12. What Are Online Video Viewers Watching? Short form = 83% of online video viewing (Nielsen, 2009) 8 of the top 10 most-popular video genres are short form --Frank Magid Assoc, 2009 % Watching Full- Length TV Shows: 28% --eMarketer, 2009 % of Internet Users Watching Full Length TV Shows Online: Blinkx/Harris Interactive…….. 44% Deloitte*……………………… 37% Conference Board…………... 36% Pew…………………………… 35% TNS (AOL/Google)**………… 29% eMarketer…………………….. 28% AvenueA/Razorfish***……….. 27% Nielsen Online*…………….. .. 25% Forrester* …………………….. 25% Ofcom………………………….. 23% Knowledge Networks………… 21% *Weekly usage; **past month usage; ***frequent or regular usage; ***adults viewing in past 3 months
  12. 13. What Are Online Video Viewers Watching? Short form = 83% of online video viewing (Nielsen, 2009) 8 of the top 10 most-popular video genres are short form --Frank Magid Assoc, 2009 % Watching Full- Length TV Shows: 28% --eMarketer, 2009 % of Internet Users Watching Full Length TV Shows Online: Blinkx/Harris Interactive…….. 44% Deloitte*……………………… 37% Conference Board…………... 36% Pew…………………………… 35% TNS (AOL/Google)**………… 29% eMarketer…………………….. 28% AvenueA/Razorfish***……….. 27% Nielsen Online*…………….. .. 25% Forrester* …………………….. 25% Ofcom………………………….. 23% Knowledge Networks………… 21% *Weekly usage; **past month usage; ***frequent or regular usage; ***adults viewing in past 3 months Are marketers tuning in?
  13. 14. % of US companies deploying some form of online video *Among senior-level marketing executives with over $1.0 million ad budgets Convergence!
  14. 15. % of US companies deploying some form of online video *Among senior-level marketing executives with over $1.0 million ad budgets Convergence!
  15. 16. “ 1 b illion dollars”
  16. 17. US online video ad spending, in millions US online video ad spending, in millions Source: eMarketer, March, 2009 4.3%
  17. 18. US online video ad spending, in millions US online video ad spending, in millions Source: eMarketer, March, 2009 MAGNA Global…… $699 LiveRail…………… $876 Oppenheimer…….. $900 Barclays………….. $917 SNL Kagan………. $980 Piper Jaffray……... $1,006 eMarketer………… $1,054 BMO Capital……... $1,200 Citi……..…………. $1,447 4.3%
  18. 19. US online video ad spending, in millions US online video ad spending, in millions Source: eMarketer, March, 2009 MAGNA Global…… $699 LiveRail…………… $876 Oppenheimer…….. $900 Barclays………….. $917 SNL Kagan………. $980 Piper Jaffray……... $1,006 eMarketer………… $1,054 BMO Capital……... $1,200 Citi……..…………. $1,447 Growth Rate for 2009: Oppenheimer……… 10% Barclays…………… 25% MAGNA Global…… 32% Piper Jaffray………. 37% SNL Kagan……….. 41% eMarketer………… 44% Barclays………….. 45% Citi…………………. 50% BMO Capital………. 56% 4.3%
  19. 20. Perspective: online video ad spending = $1.1 billion in 2009 $69.8 B US TV Spending
  20. 21. Perspective: online video ad spending = $1.1 billion in 2009 $69.8 B US TV Spending = 1.6% of TV $s
  21. 22. Online video viewers are more engaged versus those watching television
  22. 23. Online video viewers are more engaged versus those watching television <ul><ul><li>Average consumer recall of an un-skippable ad online is 50%, versus 18% for an ad on TV (Magid Assoc, 2008) </li></ul></ul><ul><ul><li>Viewers are 28% more likely to pay attention to online video ads than TV ads (Interpret LLC, 2009) </li></ul></ul><ul><ul><li>Viewers are 31% more likely to recall a commercial online than they are on TV (Nielsen IAG, 2009) </li></ul></ul>
  23. 24. *Video Roadblocks Video Roadblocks <ul><li>Quality, “safe” content </li></ul>
  24. 25. *Video Roadblocks Video Roadblocks <ul><li>Quality, “safe” content </li></ul>“ No one wants to advertise next to crap.” --Andrew Keen, author, Cult of the Amateur
  25. 26. Let’s talk… Tim Hanlon Vivaki Tara Maitra Geoff Ramsey CEO eMarketer Avner Ronen Boxee Peter Naylor NBC Get the full deal: [email_address] TWITTER: @GeoffRamsey
  26. 27. Let’s talk… Tim Hanlon Vivaki Tara Maitra Geoff Ramsey CEO eMarketer Avner Ronen Boxee Peter Naylor NBC

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