Mixx IAB 2009 - Video

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 Research, 2008

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!

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…….. 40% Universal McCann.. 83% Ipsos……...… 67% Forrester.… 31% Pew… 52% Nielsen Online… 69% ABI Research… 63% Horowitz… 86%

% 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%

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)

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

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

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

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

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?

% of US companies deploying some form of online video *Among senior-level marketing executives with over $1.0 million ad budgets Convergence!

“ 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 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%

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%

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
Average consumer recall of an un-skippable ad online is 50%, versus 18% for an ad on TV (Magid Assoc, 2008)
Viewers are 28% more likely to pay attention to online video ads than TV ads (Interpret LLC, 2009)
Viewers are 31% more likely to recall a commercial online than they are on TV (Nielsen IAG, 2009)

*Video Roadblocks Video Roadblocks
Quality, “safe” content

*Video Roadblocks Video Roadblocks
Quality, “safe” content
“ No one wants to advertise next to crap.” --Andrew Keen, author, Cult of the Amateur

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

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

by Miguel Cavalcanti on Oct 03, 2009

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Mixx IAB 2009 - Video — Presentation Transcript