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Jeremy Helfand | Adobe | 5 Reasons to Be Bullish on Digital Video
- 1. 5 Reasons to Be Bullish on Digital Video Jeremy Helfand, VP Monetization, former Auditude CEO © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 2. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 3. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 4. 5 Reasons to Be Bullish on Digital Video © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 5. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 6. Devices to outpace # of HHs with TVs Over 75% of adults will watch video online monthly Professional content consumption now growing at 3x UGC © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 7. The Challenges for Digital Video are Known and Evident © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 8. The Challenges for Digital Video are Known and Evident 5:1: The ratio of mobile programmers to desktop programmers for digital video, as disclosed by a Top 3 media company in the U.S. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 9. Monetization Possibilities are Evident, and Evolving © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 10. Monetization Possibilities are Evident, and Evolving eo % eo % line © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 11. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 12. 93%: Current Rate of Adobe Pass Penetration Among Major Operators © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 13. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 14. US Consumers’ Aided Recall of a Video Ad, by Completion Rates by Spot Position, Platform Sept. 2011 January – July, 2011 TV only 50% TV, PC, phone and tablet 74% 0% 20% 40% 60% 80% Source: Nielson, “Cross-Platform Ad Effectiveness Study” Source: Adobe Auditude, “2012 Adobe Digital Video Advertising Report” © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 15. 5 Reasons to Be Bullish on Digital Video The Challenges for Digital Video Monetization Possibilities are are Known and Evident Evident, and Evolving Advertising Follows Engaged audiences – and Digital Video Engages © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 16. Primetime Helps Media Companies Monetize More Effectively Adobe Media Server Media SDKs NG L ISHI PU B ATIO ETIZ N MON Adobe SiteCatalyst Pass AudienceManager Test + Target © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 17. Adobe & Digital Video: Partnering with Media Companies to Drive Digital Transformation © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 18. Thank You Jeremy Helfand | jhelfand@adobe.com © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 19. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Editor's Notes
- There are five reasons to be bullish on digital video.The industry is experiencing an unprecedented outpouring of innovation and creative energy.The five reasons to be bullish on digital video center on:Changes in consumer behaviorChallenges for digital video being known and addressableThe evolution of monetizationProgammers and operators being scared into actionAdvertisers following engaged audiences
- We as a society are in the midst of a transformation that affects not only consumers, but every business trying to reach them.This is a much broader shift than just the move to mobile -- it's a shift to multiple screens, when people are interacting across many devices -- personal computers, mobile phones, tablets, Internet televisions, car dashboards and countless other touch points.Consumers want to connect with content from one screen to another screen in a continuous process, depending on where they are and what they’re doing. They want to look at magazines and books and television shows and play games. They want to connect with friends and share their interests with other people. They want to publish their own content using whatever device they’re on. They want to research and make purchases. And they want to create and interact quickly and effectively, wherever they are.Two-thirds of all consumers use a PC while they’re watching television every day. This is just one example of how consumers are viewing more content on more devices today.The rate of television consumption has held constant since 2008, but the rate of online video viewing has increased by over 40% during the same time period – and consumers are watching more long-form video today, not just short user-generated content clips. This suggests a net increase in the amount of content consumption by everyone – and the benefits are accretive to content owners and distributors.Consumers today are watching nearly 9 hours of video online or on mobile devices each month, an increase of 60% since 2009. Nearly 200MM US adults, or 76% of the population, will watch an online video every month in 2014.
- We as a society are in the midst of a transformation that affects not only consumers, but every business trying to reach them.This is a much broader shift than just the move to mobile -- it's a shift to multiple screens, when people are interacting across many devices -- personal computers, mobile phones, tablets, Internet televisions, car dashboards and countless other touch points.Consumers want to connect with content from one screen to another screen in a continuous process, depending on where they are and what they’re doing. They want to look at magazines and books and television shows and play games. They want to connect with friends and share their interests with other people. They want to publish their own content using whatever device they’re on. They want to research and make purchases. And they want to create and interact quickly and effectively, wherever they are.Two-thirds of all consumers use a PC while they’re watching television every day. This is just one example of how consumers are viewing more content on more devices today.The rate of television consumption has held constant since 2008, but the rate of online video viewing has increased by over 40% during the same time period – and consumers are watching more long-form video today, not just short user-generated content clips. This suggests a net increase in the amount of content consumption by everyone – and the benefits are accretive to content owners and distributors.Consumers today are watching nearly 9 hours of video online or on mobile devices each month, an increase of 60% since 2009. Nearly 200MM US adults, or 76% of the population, will watch an online video every month in 2014.
- The entire digital video industry is dealing with device fragmentation. The entire industry is trying to generate as much advertising and subscription revenue as possible from digital video while providing an enjoyable experience to consumers. The entire industry is trying to develop better metrics to prove the value of video advertising. A top 3 global media company recently told us that they employ five engineers for mobile video delivery for every one engineer they employ for desktop video. That 5-to-1 ratio isn’t scalable or sustainable – it’s a major cost burden, and it’s not an isolated case.The point is that the challenges for digital are known, and evident, and the industry is proactively addressing the issues head-on.
- The entire digital video industry is dealing with device fragmentation. The entire industry is trying to generate as much advertising and subscription revenue as possible from digital video while providing an enjoyable experience to consumers. The entire industry is trying to develop better metrics to prove the value of video advertising. A top 3 global media company recently told us that they employ five engineers for mobile video delivery for every one engineer they employ for desktop video. That 5-to-1 ratio isn’t scalable or sustainable – it’s a major cost burden, and it’s not an isolated case.The point is that the challenges for digital are known, and evident, and the industry is proactively addressing the issues head-on.
- Digital video advertising is projected to grow over 40% year over year between now and 2015 – it’s the fastest-growing digital advertising formatIn a recent survey, consumers between the ages of 15 and 24 were the most likely to engage with digital video advertising, suggesting that younger consumers are growing more comfortable with ads while watching TV on desktops and devices.Proprietary research from Adobe Auditude suggests that mid-rolls video ads
- Today, major programmers and operators are being scared into action. They do not want to be backed into a corner and forced to channel all of their content through a single distributor – a position they were forced into with music fewer than 10 years ago.Programmers and operators are rightfully concerned about over-the-top boxes and cord-cutting technologies, and are responding with innovative tools for consumers, like the Xfinity App for iPads.For the 2012 Summer Olympics in London, you’re going to see some creative partnerships between NBC Sports, the BBC and their distributors to allow viewers to access every event on any mobile device.
- Today, major programmers and operators are being scared into action. They do not want to be backed into a corner and forced to channel all of their content through a single distributor – a position they were forced into with music fewer than 10 years ago.Programmers and operators are rightfully concerned about over-the-top boxes and cord-cutting technologies, and are responding with innovative tools for consumers, like the Xfinity App for iPads.For the 2012 Summer Olympics in London, you’re going to see some creative partnerships between NBC Sports, the BBC and their distributors to allow viewers to access every event on any mobile device.
- It’s important to note that completion rates of ads in professional content (72%) tend to be higher compared to user generated content (UGC, 63%).When advertisers use digital video to supplement TV buys, the boost in performance is notable – aided recall of a video ad increases from 50% to 71% when TV buys are enhanced through digital channels.Advertisers are experimenting with personalization in video ads, inserting, for example, a person’s location in the creative. Personalization in digital video boosts purchase intent by as much as 37%.
- Adobe is focused on helping media companies make the transformation: Publishing, Advertising and Analytics.Addressing device fragmentation
- Adobe is focused on helping media companies make the transformation: Publishing, Advertising and Analytics.Addressing device fragmentation