BrightRoll at iMedia Video Summit March 2012

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Tim Avila, VP of Product Marketing, presented "The Major Players of Digital Video: The Four Screens" on March 27th at the 2012 iMedia Video Summit. The presentation highlights the players of digital video with a fun play on the NCAA tournament to break things down for attendees.

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  • Script notes:With video there is an emotional connection and a human componentBy combining scale with creative and bringing it to a TARGETED audience it creates powerful and influential content for the user
  • What’s new in video
  • Script notes: Colleges are in the NCAA Division 1 Men’s Basketball Conference----- Meeting Notes (3/22/12 14:15) -----Here are some numbers you need to know
  • 64 men’s basketball teams are part of March Madness
  • There are 6 million male college students (both undergrad and graduate) ages 18-24 in the USSource: 2010 US Census
  • Script notes: Of that demographic, over 90% or almost 5.5M watch video onlineSource: comScore
  • …but there doesn’t need to be fragmentationThere is no “I” in teamThe four screens can work together as a team and be more successful than one “player” on their ownNext slide will introduce the “team” and its players
  • In the 1980s there were approx. 40 TV channels and the arrival of VCR & cable
  • In the 1980s there were approx. 40 TV channels and the arrival of VCR & cable
  • In the 1990s there was approx. 60 TV channels and satellite was introduced while cable continued to expand
  • In the early 2000s there was approx. 300 TV channels and much greater adoption of the internet
  • Today there are1,000s of TV channels & videos can be viewed across 4 screens: PCs, mobile phones, tablets and connected TVs
  • Script Notes: The video audience has become fragmented
  • …but there doesn’t need to be fragmentationThere is no “I” in teamThe four screens can work together as a team and be more successful than one “player” on their ownNext slide will introduce the “team” and its players
  • Script notes: Online video is the fan favorite with 185.7M total people viewing online video in the USSource: comScore Video Metrix Key Measures, February 2012
  • Still the biggest and the strongest: 55% projected growth in ad spending for 2012Source: eMarketer: http://www.emarketer.com/Article.aspx?R=1008815&ecid=a6506033675d47f881651943c21c5ed4
  • 63% of Online Video Advertisers Plan to Use Pre-Roll in 2012http://www.emarketer.com/Article.aspx?R=1008757&ecid=a6506033675d47f881651943c21c5ed4
  • Script notes: Mobile video is still viewed as the underdog to online videoBut it has a lot of promise with almost 107M smartphone users in 2012, which is 44% of all mobile phone users. By 2014 its expected there will be 133M smartphone users, representing 53% of all mobile usershttp://www.emarketer.com/Article.aspx?id=1008849&R=1008849
  • But people are starting to pay more attention to mobile…Consumers spend 23% of their time on mobile devicesHowever only 1% of ad budget spend is devoted to mobile, compared to 42% for TV.Source: MediaPost http://www.mediapost.com/publications/article/168145/time-spent-in-mobile-far-outpaces-ad-spending.html
  • In all users who are spending a total of 7.2 hours a day consuming media, 119 minutes is with the phone.Agencies need to recognize the opportunities that mobile presents and restrategize to take advantage of this marketSource: http://www.mediapost.com/publications/article/169042/inmobi-mobile-users-spending-more-time-with-devic.html
  • The tablet is starting to gain more fans:55MM tablet users in 2012 (23% of internet users)90MM tablet users projected in 2014 (36% of internet users)Source: http://www.emarketer.com/Article.aspx?id=1008849&R=1008849
  • The Tablet is getting bigger and stronger each year as a playerhttp://www.emarketer.com/blog/index.php/emarketer-webinar-key-digital-trends-2012/62% increase from 2011 to 2012
  • Tablet users will make up 36% of internet users, up from 15% in 2011 -OR- More than 1 in 3 internet users will own a tablet in 2014Source: http://www.emarketer.com/Article.aspx?id=1008849&R=1008849
  • Script notes: Needs to be adopted and used – this will take longer b/c people don’t buy new TVs as often as other devices (i.e. computers, phones, tablets)Internet-connected TV sets are slowly growing -- now representing just 10% of all TV sets in U.S. TV homes -- with video game consoles the biggest Web-connected TV devices.Read more: http://www.mediapost.com/publications/article/155502/#ixzz1ptTeAhsh 
  • Connected TV will be a star in the futureMore than 30 million U.S. households view connected TV, and that number is risingSource:http://mashable.com/2011/05/11/future-connected-tv/ - Parks Associate Study
  • Connected TV will be a star in the futureBy 2015, 76% of TVs are expected to be Internet connectedSource: http://mashable.com/2011/05/11/future-connected-tv/ - Parks Associate Study
  • BrightRoll at iMedia Video Summit March 2012

    1. 1. The Major Players of Digital Video: The Four Screens Tim Avila Vice President, Product Marketing
    2. 2. video is
    3. 3. VIDEOOn Demand. Targetable. Reach.
    4. 4. Universities
    5. 5. 64 Teams part of the madness
    6. 6. male college students age 18-24
    7. 7. watch online
    8. 8. They consume digital videoacross multiple screens
    9. 9. 40 Years of Video On 60 300 Demand 1990s Early 2000s Today1970s1980s
    10. 10. 40 Years of Video 10TV Channels + Cable On 60 300 Demand 1990s Early 2000s Today1970s1980s
    11. 11. 40 Years of Video 60 TV channels Satellite Expanding cable On10 300 Demand70s - 80s Early 2000s Today 1990s
    12. 12. 40 Years of Video 300 TV Channels + Internet On10 60 Demand70s - 80s 1990s Today Early 2000s
    13. 13. 40 Years of Video “On Demand” 1000’s Sites & Channels 4 Screens10 60 30070s - 80s 1990s Early 2000s Today
    14. 14. the video audience has become
    15. 15. There is NOin team..… I
    16. 16. online video the MILLION people in the US viewing ONLINE VIDEO
    17. 17. online video the 55% 2012 ad spending
    18. 18. online video the of video advertisers plan to use pre-roll in 2012
    19. 19. Ad Request Volume Ad Requests Volume 12:00 1:30 3:00 Late Night 4:30 6:00 7:30 Early Morning 9:00 10:30 12:00Daytime 1:30 3:00 4:30 6:00 Early Fringe Online 7:30 9:00 Primetime 10:30 Dayparting Late Fringe
    20. 20. Key Plays Online• Daytime = Prime Time• Targetable • Site visits and 1st party data • Audience look-alike modeling • Use 3rd party providers• Interactive Ad Formats• Dynamic Messaging
    21. 21. mobile the UNDERDOG 107 million SMARTPHONE users 44% of all US mobile phone users in 2012
    22. 22. mobile the UNDERDOG of 23% time spent consuming media is on mobile devices …but only 1% of ad spend
    23. 23. mobile the UNDERDOG 119 average daily consuming minutes media on mobile devices
    24. 24. tablet the Up and Coming Guard Tablet users in 2012
    25. 25. tablet the Up and Coming Guard 62% increase in USERS in 2012
    26. 26. tablet the Up and Coming Guard 36% of internet users will own a tablet in 2014
    27. 27. Mobile and tablet Dayparting Ad Requests VolumeAd Request Volume 12:00 1:30 3:00 4:30 6:00 7:30 9:00 10:30 12:00 1:30 3:00 4:30 6:00 7:30 9:00 10:30 Late Night Early Morning Daytime Early Fringe Primetime Late Fringe
    28. 28. Key Plays Mobile+Tablet• Fastest growing segment of video• Viewership spikes during commute times• Targeting • by Geo • by App • by Device• Interactive Ad Formats
    29. 29. CONNECTED TV the REDSHIRT 10% ALL TV sets of are Internet connected
    30. 30. CONNECTED TV the REDSHIRT 30 million US households view connected TV and that number is rising
    31. 31. CONNECTED TV the REDSHIRT of 76% TVs are expected to be Internet connected by 2015
    32. 32. Ad Request Volume Ad Requests Volume 12:00 1:30 Late Night 3:00 4:30 6:00 7:30 Early Morning 9:00 10:30 12:00Daytime 1:30 3:00 4:30 Early Fringe 6:00 7:30 9:00 Primetime 10:30 Connected TV Dayparting Late Fringe
    33. 33. Key Plays Connected TV• Viewership closely mirrors TV patterns• On Demand• Limited inventory and targeting today• Expect big growth here
    34. 34. • Targeting allows for • Focus on the appropriate reaching new, specific screens for each daypart audiences• Take your message deeper • Counter fragmentation by with interactive formats and integrating four screens into dynamic creative plan
    35. 35. thank you Tim Avila Vice President, Product Marketing BrightRoll Twitter: @timfrombr T: 415-677-9222x250 C: 415-867-6109

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