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Researched and Presented Spring 2011

Researched and Presented Spring 2011

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Streaming Content Streaming Content Presentation Transcript

  • Streaming Content Kate Kozlowski Seda Gokoglu Vanessa Interrante Ying_Chen_Chen
  • The growth of online video 178 MILLION U.S. Internet users watched 33.2 BILLION online videos 2
  • 5.9 Billion 36% Growth video ad impressions per month video ad impressions per month 2.4 Billion 30% Growth video ad minutes per month video ad minutes per month 148 Million 8% Growth Viewers exposed to video ads Viewers exposed to video ads(Source: comScore Video Metrix) 3
  • Video advertising reach 83% video ad impressions per month 70% total web 49% total population Linear video ads are served across the web in a month reach the average video viewer 40 times(Source: comScore Video Metrix) 4
  • Ad percentage 16.4% of videos viewed are ads 16% 84% Ads Content(Source: comScore Video Metrix) 5
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  • 40% of online videosExceeds 2 BILLION VIEWS a day Nearly double the prime-time Audience of all 3 major U.S. broadcast networks combined 7
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  • Target(Source: YouTube 2009) 9
  • Incidence of ever watching a video on YouTube Profile of YouTube usage at least once per week(Source: Entertainment Media Research 2010) 10
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  • Top Online Video Brands by Unique Viewers (February 2011, U.S.) Video Brand Unique Viewers (000) YouTube 107,953 VEVO 32,287 Facebook 31,698 Yahoo! 23,418 MSN/Windows Live/Bing 14,916 Hulu 12,793 AOL Media Network 9,863 The CollegeHumor Network 9,342 Fox Interactive Media 8,061 Netflix 6,518(Source: The Nielsen Company) 12
  • Why advertise on YouTube?• Audience size• Time spent• Purchase intent• Low pricing for value• Ease of use• Google Adwords integration• Diverse campaign formats scaled to budget 13
  • Advertising opportunities Every budget: Promoted videos 14
  • Advertising opportunities Small and mid-range budget Companion ads with InVideo overlay 15
  • Advertising opportunities Small and mid-range budget InStream Ads (Pre-roll) 16
  • Advertising opportunities Small and mid-range budget Banner ads (click-to-play) 17
  • Advertising opportunities Large budget ($200,000+) Masthead unit (24 hours on YouTube Homepage) 18
  • Advertising opportunities Large budget ($200,000+) Custom brand channels 19
  • Cost• Requires a $50,000 spend within 90 days• On brand channels, advertisers must spend $250,000 across Google and YouTube, including $100,000 or more on YouTube only• A YouTube home page roadblock is a $100,000 per day flat fee plus a $100,000 incremental spend on Google and YouTube within 90 days 20
  • Cost• PPC (Pay-per-Click)• CPC (Cost-per-Click)• CPM (Cost-per-Thousand) 21
  • % Interested in seeing product demo/review for(Source: Entertainment Media Research 2010) 22
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  • Background • Launched on March 2007 • Owned by NBC & disney • Revenue generated through advertising (41%) • Offers premium content to consumers • When, where & how they want it • Limited commercial interruptionhttp://www.hulu.com/about 24
  • Target Men & Women 18-49http://www.hulu.com/about/media_faq#background 25
  • Competitors 26
  • #9 in Unique Video Viewershttp://wwwery.com/12820-online-video-february-stats.html 27
  • #1 by video ads viewedhttp://wwwery.com/12820-online-video-february-stats.html 28
  • Advertising opportunities • Standard video ad package • Branded Slate / Premium Branded Slate • Branded Player Skin / Premium Player Skin • Branded Entertainment Selector • Ad selector • Product Interstitialhttp://assets.huluim.com/downloads/hulu_ad_specs.pdf 29
  • Advertising opportunities Standard video ad packagehttp://assets.huluim.com/downloads/hulu_ad_specs.pdf 30
  • Advertising opportunities Branded / Premium Slate Customer title card – 7-10 secondhttp://assets.huluim.com/downloads/hulu_ad_specs.pdf 31
  • Advertising opportunities Branded / Player skinhttp://assets.huluim.com/downloads/hulu_ad_specs.pdf 32
  • Advertising opportunities Branded entertainment selectorhttp://assets.huluim.com/downloads/hulu_ad_specs.pdf 33
  • Advertising opportunities Ad selector – You Choosehttp://assets.huluim.com/downloads/hulu_ad_specs.pdf 34
  • Advertising opportunities Product Interstitalshttp://assets.huluim.com/downloads/hulu_ad_specs.pdf 35
  • Cost• Based on CPM• For 30 second spot• Reflective of supply and demand • (fewer commercials = less supply = higher rates) Estimated CPM Rates Medium CPM WSJ.com $75 Hulu $40 Yahoo!/MSN $20 Prime-time Network TV $18 Cable TV $12 YouTube/ad networks $10 Banner ads <$5 36
  • What it means for media planners?• High frequency• High ad impressions• Increased brand recognition / brand recall 37
  • Who would benefit? • Companies trying to increase brand recognition/recall • Long form content • Interactive products / ads • Acts as a reminderhttp://thedigitalists.com/2009/11/13/nytimes-blesses-high-online-video-cpms-whatever-they-are/ 38
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  • Background• Founded 2000• Mobile app launched June 2007 – 65 million users daily• Streaming music service – associated with various costs • Music royalties paid on every song • Advertising helps cover cost• Pandora 1 – no advertisements, $36/year 40
  • Target• Smartphone users• More affluent than US population as whole (index of 160 for HHI $100K plus)• More educated (index of 127)• More likely to be employed (index of 126) • Listen to content at work• Mobile phone usage for music is more popular with people in their 20s and is skewed slightly male 41
  • Competitors 42
  • Advertising opportunities• Typical stations play 9 minutes of ads per hour (can be as high as 20) – low clutter means high recall• Pandora has 3 audio ads or less per hour• Banner ads only appear when a phone is not locked• Run banner, audio, and video• Information not made available to the public, but Pandora works with companies with budgets from $5K 43
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  • Who would benefit most?• Local impact: like newspaper ands terrestrial radio, ads can be targeted by regions either through mobile carrier data or user-supplied data like zip codes 46
  • Strategic thinking 47source: Pandora White Paper
  • Strategic thinkingsource: Pandora White Paper 48
  • Strategic thinking • Demographic info is required to be supplied to Pandora when creating an account (age, sex, etc.) • Device used to access Pandora app • iPhones (age 25-34) • iTouch (kids&teens through college students – especially heavy gamers) • Blackberry (age 35-54 – more business oriented) • Android (scewing more male and younger than iPhones) • Genre – type of music listened to can give psychographic, mood, lifestyle or interest information • Geographic – Ads can be targeted by location, though at the moment, that targeting is based on the zipcode users provide to the service as opposed to the physical location or IP addresscomScore monthly OEM Reports 49
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  • Background • Sirius - 1990 • XM - 1992 • July 28, 2008, the stations merged, bringing together 18.5 million subscriberswww.siriusxm.com 51
  • Background Packages cost 12.95-16.99/monthwww.siriusxm.com 52
  • www.siriusxm.com 53
  • What is it? 180 channels • 71 commercial free • 40 spots • 20 talk/entertainment • 6 comedy • 20 news and issues • 12 traffic, weather • 12 otherwww.siriusxm.com 54
  • Advertising opportunities • 100% coverage coast-to-coast • Exclusive content • Creative ideas • Niche targeted • 25.5 million listeners • Live-reads by A-listwww.siriusxm.com 55
  • Target • Major cities • Affluent and well educated • Skewed male • 76.1% 35+, 48.5% 45+http://radio.about.com/od/satelliteradio/a/aa051505a.htm 56
  • Competitorswww.siriusxm.com 57
  • Current advertiserswww.siriusxm.com 58
  • Cost SiriusXM build custom advertising platforms and does not publicly share advertising prices 2010 net advertising revenue: $64,517,000http://investor.sirius.com/releasedetail.cfm?ReleaseID=550111 59
  • What it means for media planners?• National, not local buys• Niche targeted• Custom creative platforms• High recall, less clutter 60
  • Who would benefit?• National, niche brands• Brands with similar values as SiriusXM celebrity DJs 61