ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn

546 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
546
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

ATSYD 13 Amy Weinberger & Cindy Deng - comScore & Turn

  1. 1. “Making An Impression With RTB Video” Wednesday, 13th March, 2013 – 17:00 Cindy Deng MD APAC- Turn Amy Weinberger VP ANZ - comScore #ATPA
  2. 2. Analytics for a digital world #ATSYD
  3. 3. Global Video Landscape Total Unique Viewers (000) Videos (000) Total Minutes (MM)Worldwide 1,283,959 221,115,399 1,400,298 US 185,502 45,288,684 208,175 France 39,331 7,162,965 38,852 UK 37,132 11,925,994 63,556Australia 12,731 1,733,953 8,622 #ATSYD
  4. 4. Online video growth in Australia 2,500,000 Videos watched (000) 2,000,000 1,500,000 1,000,000 500,000 0January, 2011 July, 2011 January, 2012 July, 2012 January, 2013 #ATSYD
  5. 5. Online video growth in Australia Duration (Million Minutes)12,00010,000 8,000 6,000 4,000 2,000 0 January, 2011 July, 2011 January, 2012 July, 2012 January, 2013 #ATSYD
  6. 6. Online video adoption78% of everyone online in Jan’13streamed a video72% of everyone in Australiastreamed a video #ATSYD
  7. 7. Online video durationPeople spent an average of 20 hoursonline in January11 hours of that time was spentstreaming a video #ATSYD
  8. 8. Demographic insights Total Unique Target Audience Videos (000) Viewers (000) Persons: 15-24 2,370 487,024 Persons: 55+ 2,468 261,006 All Males 6,570 1,141,657 All Females 6,161 592,296 #ATSYD
  9. 9. Why Choose Video RTB?1. Buy your audience not just a content channel2. Determine the value of every impression to you - in real-time3. Online video is “high signal” as compared to TV – get better data about the audiences that interact with your brand via video4. Extend a passive “lean back” TV experience into engaging online environments.5. Get more use from of the assets you have already created for TV! #ATSYD
  10. 10. Example: TV and Video RTB Campaign To learn how video RTB could help advertisers better understand TV audiences, Turn ran a commercial on the season finale of Mad Men #ATSYD
  11. 11. Example: TV and Video RTB Campaign
  12. 12. Audience Analysis – Seniority• Post-broadcast visitors to the Turn microsite were significantly more likely to be executives or middle management than the internet average• Visitors in non-management category decrease substantially #ATSYD
  13. 13. Audience Analysis – Functional Area• Strong post-broadcast growth in key functional areas, especially Marketing and Engineering #ATSYD
  14. 14. Audience Analysis – Industry• As expected, Advertising and Marketing industries skewed very high post-broadcast #ATSYD
  15. 15. Audience Analysis – Social Influencers• The message played well with eXelate’s Social Influencers segment. Further analysis on social media events may reveal additional insights. #ATSYD
  16. 16. Advantages of Video RTB• Video RTB provides better, richer data about the audiences that interact with your brand via video content.• Matching TV viewership/exposure data with video third party data provides valuable audience insights previously unavailable.• Integrating TV viewership/exposure data into a centralized campaign management software can uncover unique opportunities for sequencing, audience extension, and multi-touch attribution analysis. #ATSYD

×