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2012 08 17 yu me magid ctv study

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  • 1. The Who, What, When, Where, Why,and How of Connected TV Advertising August 2012
  • 2. Methodology» 736 Connected TV consumers were surveyed about their experiences with Internet-based video and content displayed on a TV screen.» Those surveyed range from 18 to 54 years of age, and use Internet video or content on a TV screen connected to the Internet via: • An Internet-connected game console • An Internet connected Blu-ray™ player • An Internet streaming device such as Roku, Apple TV, or Boxee • A Smart TV connected directly to the Internet» The incidence of households connecting TV screens to the Internet is representative of 30% of Internet households.» All online surveys were completed between May 24 and June 4, 2012. ©2011 YuMe. All rights reserved. CONFIDENTIAL
  • 3. Connected TV:The Advertising Opportunity ©2011 YuMe. All rights reserved. CONFIDENTIAL 2
  • 4. 87 percent surveyed notice ads» Of those, nearly 60 percent noticed pre-rolls ©2011 YuMe. All rights reserved. CONFIDENTIAL
  • 5. 57 percent prefer ad-sponsored short-form video ©2011 YuMe. All rights reserved. CONFIDENTIAL 4
  • 6. Nearly 70 percent are likely to interact with an ad ©2011 YuMe. All rights reserved. CONFIDENTIAL 5
  • 7. 71 percent have taken an additional step as a result of an ad» And 19 percent have actually purchased a product! ©2011 YuMe. All rights reserved. CONFIDENTIAL 6
  • 8. Who Uses Connected TV? ©2011 YuMe. All rights reserved. CONFIDENTIAL 7
  • 9. Connected TV household demographics» Connected TV consumers are young, skew male, and are ethnically and racially diverse: • Their mean age is 34 • 58 percent are men • Nearly half are non-white (44 percent)» Connected TV households are likely to be multi-member households. Only 7 percent of Connected TV households are occupied by people who live alone.» As a result, multiple members of the household engage in Connected TV experiences in nearly 90 percent of these households. ©2011 YuMe. All rights reserved. CONFIDENTIAL 8
  • 10. Profile #1: the Gamers» Youngest» Least likely to have kids» Least affluent» Most likely to have game consoles» Favorite leisure activities include listening to music, playing video console games, and playing online games» Recently shopped for consumer electronics and clothing, apparel, and accessories ©2011 YuMe. All rights reserved. CONFIDENTIAL 9
  • 11. Profile #2: the Movie Fanatics» Oldest» Most likely to have laptops and desktops; most likely to have Blu-Ray players» Favorite leisure activities include listening to music, going to the movies, entertaining at home, as well as renting movies» Top weekly connected TV activity is streaming movies from the internet ©2011 YuMe. All rights reserved. CONFIDENTIAL 10
  • 12. Profile #3: the Entertainment Junkies» Likely to have kids» Most likely to have tablets; most likely to have set-top boxes» Favorite leisure activities include listening to music and cooking» Recently dined out and traveled» Top weekly connected TV activities include streaming short videos and watching the news ©2011 YuMe. All rights reserved. CONFIDENTIAL 11
  • 13. Profile #4: The Trendsetters» Likely to have kids» Most affluent» Most ethnically diverse • 22 percent African American • 20 percent Latino» Most likely to have smartphones; most likely to have Smart TVs» Favorite leisure activities include listening to music and entertaining at home» Recently shopped for clothing, apparel, and accessories; beauty and personal care; and cars» Top weekly connected TV activities include streaming music sites and streaming short videos ©2011 YuMe. All rights reserved. CONFIDENTIAL 12
  • 14. What Do They Use to Connect?©2011 YuMe. All rights reserved. CONFIDENTIAL 13
  • 15. Game consoles are the top device for connecting a TV to the Internet» However, most users connect with more than one device ©2011 YuMe. All rights reserved. CONFIDENTIAL 14
  • 16. Connected TV arrangements include an array ofdevices ©2011 YuMe. All rights reserved. CONFIDENTIAL 15
  • 17. When Do They Connect? ©2011 YuMe. All rights reserved. CONFIDENTIAL 16
  • 18. Top four connected TV activities evolve as theday progresses ©2011 YuMe. All rights reserved. CONFIDENTIAL 17
  • 19. Where Do They Connect? ©2011 YuMe. All rights reserved. CONFIDENTIAL 18
  • 20. The primary TV is in the living/family room ©2011 YuMe. All rights reserved. CONFIDENTIAL 19
  • 21. Why Do They Connect? ©2011 YuMe. All rights reserved. CONFIDENTIAL 20
  • 22. People use connected TVs as an alternative wayto watch TV shows and movies ©2011 YuMe. All rights reserved. CONFIDENTIAL 21
  • 23. How Do They Connect and Consume Content? ©2011 YuMe. All rights reserved. CONFIDENTIAL 22
  • 24. Users leverage a variety of means to locate thecontent they want ©2011 YuMe. All rights reserved. CONFIDENTIAL 23
  • 25. Streaming short form content is nearly as popularas TV and movies ©2011 YuMe. All rights reserved. CONFIDENTIAL 24
  • 26. Apps are driving content consumption ©2011 YuMe. All rights reserved. CONFIDENTIAL 25
  • 27. Netflix and YouTube dominate app use, but in-appadvertising opportunities are limited ©2011 YuMe. All rights reserved. CONFIDENTIAL 26
  • 28. Movies and past seasons of TV shows dominateconnected TV video viewing ©2011 YuMe. All rights reserved. CONFIDENTIAL 27
  • 29. Connected TV users watch fewer DVDs and morepremium network content ©2011 YuMe. All rights reserved. CONFIDENTIAL 28
  • 30. Thank you!©2011 YuMe. All rights reserved. CONFIDENTIAL 29

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