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VIDEONUZE
ONLINE VIDEO
ADVERTISING
SUMMIT
J U N E 1 9, 2 0 1 2




                       State of the
                       Online Video
                       Market:
                       Big Growth Ahead (but
                       let’s keep perspective…)

David Hallerman
Principal Analyst
                                            ©2012 eMarketer Inc.
How big will the digital video ad market
really become over next few years?
Online video
advertising
growth rates
might peak
this year and
then slow
down, but
spending
will double
in two years



                ©2012 eMarketer Inc.
Video ad
spending
gains will
come in part
from the
shifting
display ad
category




               ©2012 eMarketer Inc.
Online video
ad spending
will grow far
faster than
TV spending,
but growth
alone can be
somewhat
deceptive




                ©2012 eMarketer Inc.
While online
growth rates
beat out TV,
$4.1 billion
new dollars
will flow to
TV in 2012
vs. only $1.2
billion more
to digital



                ©2012 eMarketer Inc.
Digital video
in 2013—
nearly 10%
of online
total, but
advertisers
will spend
$100 on TV
for every
$6.90 on
digital


                ©2012 eMarketer Inc.
The still
imbalanced
market can
sometimes
be a little
crazy-making
for many in
the digital
video space




               ©2012 eMarketer Inc.
Several key factors will help or
hinder US digital video ad spending

We’ve identified 16 forces, including…
 CTV and tablets: best for the audience
 Fear: of cannibalization and lost revenues
 Inertia: TV’s power appears everlasting
 Audience: large online, but huge TV watchers
 GRPs: common currency, but dumb down digital
 Targeting: digital’s promise, but TV more reach
 Content: TV content still attracts brand dollars

                                               ©2012 eMarketer Inc.
Connected TVs superbly combine the
strengths of digital and TV
The best of television and digital video attracts
both audience and advertisers.




                                              ©2012 eMarketer Inc.
Tablets are major game changers for
both audiences and advertisers
Digital marketers believe that tablets provide
the best advertising experience.




                                             ©2012 eMarketer Inc.
Mobile video
ad spending
will rise by
triple digits
this year and
by over 93%
next year




                ©2012 eMarketer Inc.
However, the
mobile ad
market is
mainly
search and
banners,
with a tiny
slice going
to video




               ©2012 eMarketer Inc.
Comparing
growth vs.
dollars
shows
mobile video
growing far
more but 8X
more money
will go to
desktop
video ads


               ©2012 eMarketer Inc.
As seen on the web? (Nah!) TV’s power
is still unmatched for many goals




                                    ©2012 eMarketer Inc.
Extra costs for unique online
A sample of     creative discourage many
                marketers from making the most
TV’s power:     of digital’s strengths.
Digital video
still depends
greatly on
TV creative
(that will
change, but
not quickly)




                                         ©2012 eMarketer Inc.
The TV industry fears digital video will
cannibalize its existing business

Many TV companies have a vested interest in
keeping digital video from undermining their
current revenue streams. Their tactics include:
 Bandwidth metering, also called data caps, could
  make digital users think twice before watching another
  video, since that would cost them extra or degrade their
  service. Furthermore, bandwidth metering is already a
  fact of life in the mobile space.
 Authentication. TV networks and cable operators
  might require users to prove they are paying subscribers
  before they can access video online, such as on Hulu.


                                                        ©2012 eMarketer Inc.
The digital video audience is both very
large and somewhat illusory
Most people still spend the vast majority of
their video time in front of the TV.




                                               ©2012 eMarketer Inc.
Why do many people use social
The digital    media while watching TV?
portion of a   To get more information.
video ad
campaign
would often
do well to
expand on
the message
“as seen on
TV.”




                                         ©2012 eMarketer Inc.
Measurement difficulties mean what
can’t be measured can’t be sold
Most brand marketers want unified TV and
video metrics before spending more on digital.




                                            ©2012 eMarketer Inc.
GRPs offer a common currency to bring
digital and TV together, and yet…
Many marketers say GRPs dumb down digital,
failing to measure engagement and interaction.




                                           ©2012 eMarketer Inc.
TV forever? Containers may change, but
the content basically remains the same




                                    ©2012 eMarketer Inc.
Blending online video with TV—and thereby
boosting digital’s growth—will be slow

It will take several years for digital video to
integrate more completely with TV advertising.
 But time is on digital’s side. The five digital screens
  are where the audience increasingly watches TV and other
  video content, and brands need to reach them anytime
  and everywhere.
 Marketers get balance. Blending digital video into
  their TV messaging offers:
   a way to reach audiences they might not have touched otherwise
   a way to engage target customers in ways that TV doesn’t allow
   a way to make their spending more cost-effective

                                                              © 2012 eMarketer Inc.

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David Hallerman | eMarketer | State of the Online Video Market: Big Growth Ahead

  • 1. VIDEONUZE ONLINE VIDEO ADVERTISING SUMMIT J U N E 1 9, 2 0 1 2 State of the Online Video Market: Big Growth Ahead (but let’s keep perspective…) David Hallerman Principal Analyst ©2012 eMarketer Inc.
  • 2. How big will the digital video ad market really become over next few years?
  • 3. Online video advertising growth rates might peak this year and then slow down, but spending will double in two years ©2012 eMarketer Inc.
  • 4. Video ad spending gains will come in part from the shifting display ad category ©2012 eMarketer Inc.
  • 5. Online video ad spending will grow far faster than TV spending, but growth alone can be somewhat deceptive ©2012 eMarketer Inc.
  • 6. While online growth rates beat out TV, $4.1 billion new dollars will flow to TV in 2012 vs. only $1.2 billion more to digital ©2012 eMarketer Inc.
  • 7. Digital video in 2013— nearly 10% of online total, but advertisers will spend $100 on TV for every $6.90 on digital ©2012 eMarketer Inc.
  • 8. The still imbalanced market can sometimes be a little crazy-making for many in the digital video space ©2012 eMarketer Inc.
  • 9. Several key factors will help or hinder US digital video ad spending We’ve identified 16 forces, including…  CTV and tablets: best for the audience  Fear: of cannibalization and lost revenues  Inertia: TV’s power appears everlasting  Audience: large online, but huge TV watchers  GRPs: common currency, but dumb down digital  Targeting: digital’s promise, but TV more reach  Content: TV content still attracts brand dollars ©2012 eMarketer Inc.
  • 10. Connected TVs superbly combine the strengths of digital and TV The best of television and digital video attracts both audience and advertisers. ©2012 eMarketer Inc.
  • 11. Tablets are major game changers for both audiences and advertisers Digital marketers believe that tablets provide the best advertising experience. ©2012 eMarketer Inc.
  • 12. Mobile video ad spending will rise by triple digits this year and by over 93% next year ©2012 eMarketer Inc.
  • 13. However, the mobile ad market is mainly search and banners, with a tiny slice going to video ©2012 eMarketer Inc.
  • 14. Comparing growth vs. dollars shows mobile video growing far more but 8X more money will go to desktop video ads ©2012 eMarketer Inc.
  • 15. As seen on the web? (Nah!) TV’s power is still unmatched for many goals ©2012 eMarketer Inc.
  • 16. Extra costs for unique online A sample of creative discourage many marketers from making the most TV’s power: of digital’s strengths. Digital video still depends greatly on TV creative (that will change, but not quickly) ©2012 eMarketer Inc.
  • 17. The TV industry fears digital video will cannibalize its existing business Many TV companies have a vested interest in keeping digital video from undermining their current revenue streams. Their tactics include:  Bandwidth metering, also called data caps, could make digital users think twice before watching another video, since that would cost them extra or degrade their service. Furthermore, bandwidth metering is already a fact of life in the mobile space.  Authentication. TV networks and cable operators might require users to prove they are paying subscribers before they can access video online, such as on Hulu. ©2012 eMarketer Inc.
  • 18. The digital video audience is both very large and somewhat illusory Most people still spend the vast majority of their video time in front of the TV. ©2012 eMarketer Inc.
  • 19. Why do many people use social The digital media while watching TV? portion of a To get more information. video ad campaign would often do well to expand on the message “as seen on TV.” ©2012 eMarketer Inc.
  • 20. Measurement difficulties mean what can’t be measured can’t be sold Most brand marketers want unified TV and video metrics before spending more on digital. ©2012 eMarketer Inc.
  • 21. GRPs offer a common currency to bring digital and TV together, and yet… Many marketers say GRPs dumb down digital, failing to measure engagement and interaction. ©2012 eMarketer Inc.
  • 22. TV forever? Containers may change, but the content basically remains the same ©2012 eMarketer Inc.
  • 23. Blending online video with TV—and thereby boosting digital’s growth—will be slow It will take several years for digital video to integrate more completely with TV advertising.  But time is on digital’s side. The five digital screens are where the audience increasingly watches TV and other video content, and brands need to reach them anytime and everywhere.  Marketers get balance. Blending digital video into their TV messaging offers:  a way to reach audiences they might not have touched otherwise  a way to engage target customers in ways that TV doesn’t allow  a way to make their spending more cost-effective © 2012 eMarketer Inc.