Nielsen-Simulmedia Webinar - Future of Video Advertising

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Webinar co-hosted by me and Dave Morgan of Simulmedia.

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Nielsen-Simulmedia Webinar - Future of Video Advertising

  1. 1. YOUR  MUST-­‐KNOW  LIST  ABOUT  THE   FUTURE  OF  VIDEO  ADVERTISING   AMIT  SETH   EVP,  GLOBAL  MEDIA  PRODUCTS   NIELSEN   OCTOBER  2013   DAVE  MORGAN   CEO  AND  FOUNDER   SIMULMEDIA   #videoads  
  2. 2. THE  COMING  CHALLENGES  AND  OPPORTUNITIES   TV  THOUGHT  LEADERS   DIGITAL  THOUGH  LEADERS   Copyright  ©2013    The  Nielsen  Company.  ConfidenRal  and  proprietary.   CANDID  CONVERSATIONS  AROUND  THE  FUTURE  OF  VIDEO  ADVERTISING   WHAT  WILL  THE  POTENTIAL  REVOLUTION  AND   EVOLUTION  OF  THE  CROSS-­‐SCREEN  VIDEO   MARKETPLACE  LOOK  LIKE  IN  THE  COMING  YEARS?   2  
  3. 3. WHAT  WE  HEARD   Copyright  ©2013    The  Nielsen  Company.  ConfidenRal  and  proprietary.   TV  THOUGHT  LEADERS   DIGITAL  THOUGH  LEADERS   TV  isn’t  going  away  any   <me  soon,  but  we  also   need  to  engage  digital   audiences   Each  plaGorm  is  s<ll     too  silo’ed   3  
  4. 4. Copyright  ©2013  The  Nielsen  Company.  ConfidenRal  and  proprietary.   VIDEO  IS  BECOMING  EVEN  MORE  ACCESSIBLE   TV’s  have  been  in  US  homes  since  the  1950s  and  today,  283  million   Americans  spend  more  than  34  hours  per  person  watching  TV  each  week.   3/4ths  of  American  households  have  affordable,  high-­‐speed  Internet  access   Since  2010,  the  number  of  users  streaming  video  through  mobile  phones   has  more  than  doubled,  from  20  million  each  month  in  Q1  2010  to  45   million  in  Q1  2013.   Nielsen  Cross-­‐PlaUorm  Report,  Q1  2013.     4  
  5. 5. WHERE  DO  YOU  FIT?   Poll  QuesRon   What  part  of  the  industry  do  you  work  in?     Copyright  ©2013    The  Nielsen  Company.  ConfidenRal  and  proprietary.   A)  AdverRser/brand   B)  Agency   C)  TV  Network   D) Online  Publisher/Ad  Network   5  
  6. 6. Copyright  ©2013  The  Nielsen  Company.  ConfidenRal  and  proprietary.   VIDEO  AD  MARKET  EXPANDING,  BUT  SEPARATE   Global  video  ad  spend  in  2012  was   a  4.3%  increase  over  the  previous  year.   $350  billion ,     BUYING  AND  SELLING  PROCESS   TV   Trust   TradiRonal   Nielsen  Global  AdView  Pulse   DIGITAL   ProgrammaRc   6  
  7. 7. Copyright  ©2013  The  Nielsen  Company.  ConfidenRal  and  proprietary.   MORE  DATA,  MORE  AUDIENCE  GRANULARITY   DATA-­‐ DRIVEN   AUDIENCE-­‐BASED   7  
  8. 8. Copyright  ©2013  The  Nielsen  Company.  ConfidenRal  and  proprietary.   INDUSTRY  WANTS  END-­‐TO-­‐END  MEASUREMENT           REACH   Who  did  my   program  or  ad   reach?             RESONANCE   How  did  it     change  aitudes?           REACTION   How  did  it  change   behavior?     8  
  9. 9. Copyright  ©2013  The  Nielsen  Company.  ConfidenRal  and  proprietary.   COMMON  MEDIA  METRICS  USED  TODAY   ONLINE   Impressions   Visitors   Unique  Visitors   (Unduplicated  Reach)   Brand  LiP   TV         Impressions   (GRPs)   Cost-­‐per-­‐click   Cost-­‐per-­‐acquisi<on   SALES   9  
  10. 10. ONLINE   TV   Impressions   (GRPs)    REACH   Impressions   End-­‐to-­‐End  Measurement   Copyright  ©2013  The  Nielsen  Company.  ConfidenRal  and  proprietary.   ADDITION  OF  GRANULAR  AND  CROSS-­‐   PLATFORM  METRICS  TIED  TO  SALES   Visitors   Viewers  Reached   Unique  Visitors   (Unduplicated  Reach)   Brand  LiP   RESONANCE   Unique   Viewers  Reached   Brand  LiP    REACTION   Cost-­‐per-­‐click   Purchase  Data  and  Behavioral   Targe<ng   Cost-­‐per-­‐acquisi<on   Customer  Data   SALES   Cross-­‐PlaGorm  Metrics   10  
  11. 11. WHAT  ARE  THE  RESULTS  OF  MY  CAMPAIGN?   Copyright  ©2013    The  Nielsen  Company.  ConfidenRal  and  proprietary.   INDUSTRY  ASK:   IMPLICATION:   More  robust  feedback  loop   Placements  more  accurately   idenRfied,  valued,  and  leveraged —and  done  so  in     real-­‐Rme   11  
  12. 12. WHAT  DO  YOU  NEED?   Poll  QuesRon   What  metrics  are  MOST  important  to  you  to  get   in  real-­‐Rme  today?     Copyright  ©2013    The  Nielsen  Company.  ConfidenRal  and  proprietary.   A)  Reach  and  Frequency   B)  Resonance  Metrics   C)  ReacRon  Metrics   12  
  13. 13. CONVERGENCE  ACROSS  SCREENS   2013   TV   2016   Digital   Video   TV   2020   Digital   Video   TV   Digital   Video   $6B   Copyright  ©2013    The  Nielsen  Company.  ConfidenRal  and  proprietary.   $69B   LITTLE  CROSS-­‐CHANNEL  BUYING   COORDINATION.  NO  INTEGRATION   $75B   $16B   SOME  CROSS-­‐CHANNEL  COORDINATION  &   INTEGRATION   $33B   $83B   FULL  CROSS-­‐CHANNEL     COORDINATION  &  INTEGRATION   Audience-­‐Based ProgrammaRc Source:  MyersBizNet  Media  and  MarkeRng  Investment  Data  and  Forecasts,  1/30/2013.       13  
  14. 14. HOW  LONG  WILL  IT  TAKE?   Poll  QuesRon   How  many  years  do  you  think  it  will  take  to  get  to   full  convergence?   Copyright  ©2013    The  Nielsen  Company.  ConfidenRal  and  proprietary.     A)  5  Years   B)  7  Years   C)  10  Years   D) 15  Years   E)  20  or  More  Years   14  
  15. 15. CONVERGENCE  WILL  TAKE  PLACE…EVENTUALLY   Obstacles  exist  today  that  are  slowing  this  process  of  convergence   Copyright  ©2013    The  Nielsen  Company.  ConfidenRal  and  proprietary.   INFRASTRUCTURE   TECHNOLOGY   CAPABILITIES   Separate  buying/selling  structures   Separate  Up  Fronts/New  Fronts   Broadband  volume   Measurement  technologies   DATA   LIMITATIONS   Consistent  metrics   Granularity  across  plaUorms   We  must  embrace  video  as  a  cross-­‐plaGorm  medium   15  
  16. 16. Copyright  ©2013  The  Nielsen  Company.  ConfidenRal  and  proprietary.   WHERE  WE’RE  HEADED   STATE  OF  CONVERGENCE   METRICS  ECONOMY   CONSIDERATIONS  FOR  TV  AND  DIGITAL   16  
  17. 17. MODERATOR   PANEL   Amit  Seth   Dave  Morgan     EVP,  Global  Media  Products   Nielsen       CEO  and  Founder   Simulmedia     Lauren  Wiener   President,  Global  Sales  and  MarkeRng   Tremor  Video     Brian  Wieser   Senior  Analyst   Pivotal  Research  Group     Paul  Marcum   Director,  Global  Digital     MarkeRng  &  Programming   GE    
  18. 18. Copyright  ©2013  The  Nielsen  Company.  ConfidenRal  and  proprietary.   ADDITIONAL  INFORMATION   •  LEARN  MORE  as  Nielsen  and  the  ANA  discuss  the   results  of  our  recent  industry  survey  on  mul<-­‐screen   adver<sing  effec<veness:   •  Webcast:  Op<mizing  integrated  mul<-­‐screen  campaigns   •  Date:  Thursday,  November  21   •  Time:  10:00  am  -­‐  11:00  pm  Pacific  /  1:00  pm  -­‐  2:00  pm  Eastern   •  Register:  hdp://<nyurl.com/Nielsenmul<-­‐screen   #videoads   18  

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