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The State of Video Fall 2016

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The world of online video is ever-changing: What are the key trends to follow and what is the role of media companies in the new video ecosystem. Find out in this webinar with industry thought leaders, Allison Stern, CMO and co-founder of Tubular Labs and John McCarus, who co-founded The Digital Content NewFronts while at DigitasLBi and is the former Chief Strategy Officer at Federated Media. They will provide valuable insights and key strategies you need to survive and thrive in the world of online video.

Published in: Marketing

The State of Video Fall 2016

  1. 1. The State of Video 
 September 15th, 2016
  2. 2. John McCarus Allison Stern @jmac1989 Co-Founder/CMO Tubular @jmac1989 @allisonstern
  3. 3. A Year in Online Video – Big Growth 350 B 400 B 450 B 500 B 550 B 600 B 650 B 700 B 750 B Aug_15 Sept_15 Oct_15 Nov_15 Dec_15 Jan_16 Feb_16 Mar_16 Apr_16 May_16 Jun_16 Jul_16 Aug_16 Monthly Views Monthly Views on Facebook, YouTube, Vine & Instagram Tubular Stats 7.6T +5.2% +78% Total Views August 2015-2016 Average Growth per Month August 2015 vs August 2016 Growth
  4. 4. All content is becoming video
  5. 5. Evolution of Visual Video v 2007 - 2012 Digital
  6. 6. Evolution of Visual Video Social/Mobile 2013 - 2014 v 2007 - 2012 Digital
  7. 7. Evolution of Visual Video Social/Mobile 2013 - 2014 v 2007 - 2012 Digital 2015- 2016 Live
  8. 8. Evolution of Visual Video Social/Mobile 2013 - 2014 v 2007 - 2012 Digital 2015- 2016 Live vRobust OTT (AVOD, SVOD, TVOD)
  9. 9. “If I was having a bet,” … “it’d be video, video, video.” Video content on Facebook, Mendelsohn said, is growing even more quickly than the company anticipated. And the social network’s new live video feature 
 is also “a bigger, faster phenomenon” than Facebook expected… Live videos, receive ten times more comments than pre-recorded videos. 
 “So engagement is much higher,” Facebook in 5 Years? …. All Video
  10. 10. Nicola Mendelsohn - VP, Facebook Europe “If I was having a bet,” … “it’d be video, video, video.” Video content on Facebook, Mendelsohn said, is growing even more quickly than the company anticipated. And the social network’s new live video feature 
 is also “a bigger, faster phenomenon” than Facebook expected… Live videos, receive ten times more comments than pre-recorded videos. 
 “So engagement is much higher,” Facebook in 5 Years? …. All Video
  11. 11. Most watched branded content this summer Tubular Video Ratings Views 31.6M V30 31.5M ER30 0.8x
  12. 12. How we see the video universe
  13. 13. How we see the video universe Creator Post to their own channels
  14. 14. How we see the video universe Creator Post to their own channels Media & Entertainment Multiple contributors/channels
  15. 15. How we see the video universe Creator Post to their own channels Media & Entertainment Multiple contributors/channels Brands Brand funded channels
  16. 16. What Tubular tracks
  17. 17. What Tubular tracks 5.7M Creators Current Monthly views 532B Avg. views per video 29.8K Engagement rate 2.4X
  18. 18. What Tubular tracks 5.7M Creators Current Monthly views 532B Avg. views per video 29.8K Engagement rate 2.4X 25.3K Media & Entertainment Current Monthly views 108B Avg. views per video 99K Engagement rate 1.3X
  19. 19. What Tubular tracks 5.7M Creators Current Monthly views 532B Avg. views per video 29.8K Engagement rate 2.4X 25.3K Media & Entertainment Current Monthly views 108B Avg. views per video 99K Engagement rate 1.3X 40.6K Brands Current Monthly views 18.5B Avg. views per video 128K Engagement rate 1.2X
  20. 20. All content is becoming video. And Tubular powers all video teams helping you create better video
  21. 21. #1 Everyone needs a social video strategy
  22. 22. Video dynamics impacting media companies Rise of New Platforms Bitesize, 
 On-the-Go Video Consumption Rise of Creators Media Industry Adoption of Social Video
  23. 23. kevin - can we update? Video Uploads Have Increased 3.6x since 2013 Video Uploads by Year
  24. 24. kevin - can we update?Number of Video Publishers Has Increased 2.6x since 2013 Video Publishers by Year
  25. 25. 350B 595B 20B 80B Media companies have adopted online video fast In 2016: Total Video Views up 1.7x Media Co. Video Views up 4x May 2015 May 2016 May 2015 May 2016
  26. 26. No matter who you are, your strategy will be very interconnected with the other groups Creator Post to their own channels Publishers Multiple contributors/channels Brands Brand funded channels
  27. 27. a#2 Leveraging the video data explosion drives a winning
  28. 28. Is your goal views or engagement? Creators drive 
 engagement
  29. 29. Is your goal views or engagement? Media companies drive views
  30. 30. Tubular Media property rankings - August 2016
  31. 31. Top brands in Tubular rankings
  32. 32. Top beauty brands in Tubular rankings
  33. 33. Your video team needs to be a part of every team
  34. 34. Case Study - The Rise of Buzzed Buzzfeed Property All-Time Monthly Views July 2013 36M August 2014 210M April 2015 1.2B February 2016 2.3B
  35. 35. Invest in Video. Invest in Cross-Platform YouTube Kids Content Music Facebook Food News Instagram Sports Celebrities Vine Sports Vine Stars
  36. 36. #3 Invest in branded content
  37. 37. Shift from pre-roll to branded content Rise of New Platforms Bitesize, 
 On-the-Go Video Consumption Brand as Creator & Partnering with Influencers Ads As Content Desire to be a Destination Consumers Authenticity Anti-Interuption
  38. 38. All Time Branded Entertainment Growth Total Views on Facebook, YouTube, Vine In 2016 10K publishers uploaded 
 30K videos generating 3B 
 views and 93M engagements 
 (2x from same period 2015)
  39. 39. Digital Transformation - Finding Business Models That Work Digital Transformation Strategies – Acquisition, 
 Partnerships, Rev. Shares, Cheaper Content Creation Video Is Here To Stay; Content Is Here To Stay 
 – What Does Success Look Like? New teams New skill-sets (analytical + content) Rapid platform adoption New monetization products
  40. 40. Examples of Branded Entertainment Tubular Video Ratings Views 44.9M V30 9.4M ER30 0.8x
  41. 41. Examples of Branded Entertainment Tubular Video Ratings Views 22.3M V30 13.3M ER30 0.8x
  42. 42. #4 Experiment. Be the first to live
  43. 43. We empower our customers - who are creating the future of video
  44. 44. What We Do We track all video data across multiple platforms accessible through one dashboard
  45. 45. +29 publishers What We Do We track all video data across multiple platforms accessible through one dashboard
  46. 46. +29 publishers What We Do We track all video data across multiple platforms accessible through one dashboard Tubular Platform
  47. 47. +29 publishers What We Do We track all video data across multiple platforms accessible through one dashboard Tubular Platform Talent Discovery Content Insights Sales Intelligence
  48. 48. 4 Key takeaways - September, 2016 1. Everyone needs a social video strategy 2. Leveraging the video data explosion drives a winning strategy 3. Invest in branded content 4. Experiment. Be the first to live
  49. 49. THANK YOU Allison Stern | allison@tubularlabs.com John McCarus | jmmcarus@gmail.com

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