Google analyzed a TV and online video campaign to reach light TV viewers. The campaign used YouTube and the Google Display Network to supplement TV exposure. The results showed that online video delivered efficient and effective reach to light TV viewers, reaching 13.8% of adults 18-49 overall. Specifically, online video reached 32% of viewers not reached by TV and delivered over half its impressions to light and light-medium TV viewers in a more balanced way than TV alone.
Youtube being the Second largest Search engine, Why a Brand should move to Youtube, A Great study by Nielsen proving a point that why TV advertising may not get the potential reach unless you Integrate it with YOUTUBE
This TV Trends Report is packed full of facts and figures about the television industry. For more information, visit thinktv.com.au or follow us @Think_TV
1. TV consumption in Europe has continued to increase, with viewing times rising slightly in most major markets between 2008-2011.
2. The TV landscape has expanded dramatically, with over 9,000 channels now available in the EU, up from just 375 a decade ago. Connected and mobile devices are also increasingly used to access TV content.
3. While technology and devices are evolving rapidly, content remains the main driver of TV viewing. Linear TV viewing remains important, especially for live events, though social TV and second screen engagement are on the rise.
TV advertising's killer charts: what every marketer should know Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
It's packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame.
Every year for the past few years seems to have been heralded as “The Year of the Connected TV”. Few doubt that the big screen in the living room will be an important channel for everything the web has to offer, but there are question marks over the extent to which Connected or Smart TV, as it stands, has captured the imagination and viewing hours of consumers today.
Is it the year of connected TV already, or is it still to be realised?
In this report we find out the views of the GB general public. We find out who has them, do they actually connect, what their experience is and what services do they really want.
Optimising integrated campaigns in Asia PacificKantar
This document discusses optimizing integrated marketing campaigns in Asia Pacific. It finds that while TV still drives awareness, online and other channels are more important for engagement. Using multiple channels broadens brand impact and delivers synergistic benefits. Online advertising provides good cost efficiency due to its relatively low cost. The document recommends using multiple channels to maximize reach and impact, leveraging online advertising, and ensuring creative content is optimized for each channel.
Marketers regularly change the creative content of their campaigns, but there is no automatic driver for adopting new media channels. Changing established media allocations is risky; weighing the options requires time and effort, and then there is the “fear factor” — making the wrong decision can make exploration seem daunting. But it doesn’t have to be.
Our Changing Channels 70/20/10 model captures the dynamic nature of the media marketplace and embodies the need for channel plans to continually evolve to provide optimal return.
Youtube being the Second largest Search engine, Why a Brand should move to Youtube, A Great study by Nielsen proving a point that why TV advertising may not get the potential reach unless you Integrate it with YOUTUBE
This TV Trends Report is packed full of facts and figures about the television industry. For more information, visit thinktv.com.au or follow us @Think_TV
1. TV consumption in Europe has continued to increase, with viewing times rising slightly in most major markets between 2008-2011.
2. The TV landscape has expanded dramatically, with over 9,000 channels now available in the EU, up from just 375 a decade ago. Connected and mobile devices are also increasingly used to access TV content.
3. While technology and devices are evolving rapidly, content remains the main driver of TV viewing. Linear TV viewing remains important, especially for live events, though social TV and second screen engagement are on the rise.
TV advertising's killer charts: what every marketer should know Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
It's packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame.
Every year for the past few years seems to have been heralded as “The Year of the Connected TV”. Few doubt that the big screen in the living room will be an important channel for everything the web has to offer, but there are question marks over the extent to which Connected or Smart TV, as it stands, has captured the imagination and viewing hours of consumers today.
Is it the year of connected TV already, or is it still to be realised?
In this report we find out the views of the GB general public. We find out who has them, do they actually connect, what their experience is and what services do they really want.
Optimising integrated campaigns in Asia PacificKantar
This document discusses optimizing integrated marketing campaigns in Asia Pacific. It finds that while TV still drives awareness, online and other channels are more important for engagement. Using multiple channels broadens brand impact and delivers synergistic benefits. Online advertising provides good cost efficiency due to its relatively low cost. The document recommends using multiple channels to maximize reach and impact, leveraging online advertising, and ensuring creative content is optimized for each channel.
Marketers regularly change the creative content of their campaigns, but there is no automatic driver for adopting new media channels. Changing established media allocations is risky; weighing the options requires time and effort, and then there is the “fear factor” — making the wrong decision can make exploration seem daunting. But it doesn’t have to be.
Our Changing Channels 70/20/10 model captures the dynamic nature of the media marketplace and embodies the need for channel plans to continually evolve to provide optimal return.
This document discusses the future of television in 2020. It argues that television is undergoing a transformation from linear broadcasting to an on-demand, interactive medium that is highly networked and integrated with the internet. This convergence will lead television to become a more personalized, social, immersive, and mobile experience. However, television will still retain a unique experience of passive viewing that brings people together.
The ‘Future of TV’ outlines Mindshare's view on the evolution of TV and video, and the likely implications for broadcasters and advertisers.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.
This whitepaper discusses internet-connected televisions and the challenges faced by brands. It finds that while connected TV sales are increasing and many see potential, significant uncertainty remains among industry members. The questions raised highlight challenges around content, business models, finding content on connected TVs, and regulating the new landscape. Most respondents do not think connected TVs will be a passing fad, but adoption rates remain low currently.
Millennials are shifting how they view television content, preferring to watch high-quality shows instantly and on mobile devices. As technology advances, content will need to be available across all platforms. The future of television is providing customizable, on-demand viewing experiences across any screen.
Google TV aims to bring the internet to the television by allowing users to search web, apps, and programming guides from their TV. However, it faces challenges from lack of content partnerships and awkward web browsing experience on TVs. While the concept of interactive TV is promising, multi-tasking is better done on separate devices rather than directly on the TV shared by others. Competitors like Apple TV and Roku offering walled gardens or less intrusive models like Yahoo may have stronger formulas. Ultimately, the future of television likely involves continued growth of multi-tasking with social media but done individually on separate devices instead of directly on the shared TV screen.
The document discusses research into multiscreen usage and the evolving television viewing experience. Some key findings include: 1) Two-thirds of consumers have 3 screens, and tablet usage increased 55% from the previous year; 2) Television and PC/laptop account for 87% of total screen time; 3) A third of consumers watch short-form TV content on other screens like smartphones and tablets. The research suggests that while live TV viewing still dominates, other screens are increasingly becoming part of the TV experience either to discuss or share content. Ultimately, the document concludes that no single screen will dominate, as consumers will choose the screen based on when and where they want to watch.
The document discusses the increasing time spent by people watching online video as well as gaming and using the internet, which has seen large yearly increases from 2011-2013. It also talks about how television is becoming just another screen to watch content on. Some of the most popular online video services are growing significantly. This signals changes in how advertising dollars are spent and challenges for traditional broadcasters and television providers. The future of television advertising is moving increasingly digital as viewing habits change.
With growing influence of web and more time spend by users staying connected - what would be the future of television? This is my guess how the Television will adapt to going influence of Internet.
DirecTV's advertising campaign aims to increase brand awareness and client retention among its target market of middle-aged males. The $1 million budget will fund TV commercials promoting DirecTV's services, especially its NFL Sunday Ticket and DVR features. One commercial uses humor while another shares real customer experiences. Online ads will run on Facebook. The campaign goals to improve perceptions of satellite TV and increase referrals. It will be evaluated through online surveys. DirecTV competes primarily with Dish Network in satellite TV but also cable providers like Comcast and digital services like Netflix as viewership habits change.
The disparity between consumer media consumption and advertiser media spend demonstrates the gap between the digital reality and - to quote Jim Stengel, GMO P&G – the “antiquated thinking to a new world of possibilities.”
Fallon Brainfood: TV 2.0 – Scenarios for the Future of TelevisionAki Spicer
What happens when the television we've all come to know and love begins to embrace the audience expectations wrought upon it by the Internet, mobile and social participation? You get TV 2.0: a more personal, social and participatory engagement.
Fallon's Aki Spicer, Director of Digital Strategy, Rocky Novak, Director of Digital Development, and Jacob Abernathy, Creative Technologist will reveal their hopeful vision for television's future, and outline 5 scenarios that demonstrate how TV 2.0 will evolve the ad model and commercial creativity.
*Originally presented to Minnesota Broadcasters Association in Dec 2010.
Television 2013_Digital Disruption_UOIT Innovation Conference PresentationSusan Dineen
The television industry in Canada has experienced significant changes in recent years driven by new technologies and trends. More choice and services are available to viewers through cable, satellite, IPTV and over-the-top services like Netflix. While Canadians still spend a lot of time watching TV, viewership is changing as people engage in multi-screen viewing and social media around content. Disruptive forces include Internet TV/OTT services producing original content, the rise of multi-screen experiences, and cord-cutting, though the latter remains relatively small in Canada. Broadcasters are focusing on audience engagement across multiple platforms to keep up with these changes.
The document discusses various media planning considerations for brand building campaigns. It provides key metrics for evaluating media like reach, frequency, and GRPs. It also covers target audience profiles, scheduling methods, and factors that influence determining an effective frequency for advertising like the brand, creative message, and media environment. Media habits data is presented on viewership of TV and radio channels and readership of newspapers in Bangladesh.
The document discusses the future of television as new technologies disrupt the traditional TV industry. It notes that media giants, tech companies, and internet innovators are revolutionizing TV. Experts predict more change in the next 5-10 years than the last 25 combined. Social media, user-generated content, and second screen engagement are shifting power away from traditional media elites. Television will become more social, participatory, and focused on live/event revenue as linear TV integrates with the internet and second screens. Viewership data and social TV engagement will be highly valuable for advertisers and drive new monetization models in an increasingly interactive digital television landscape.
The TV landscape has changed significantly in recent years with the rise of streaming services like Netflix and new ways to watch TV. A recent survey found that Netflix and YouTube are now among the top networks for total hours watched per week and are considered two of the coolest brands, surpassing many traditional networks. While live TV viewing is still preferred overall, 4 in 10 viewers now prefer watching on demand or delayed, with Millennials being more likely to watch this way than older generations. However, most people still prefer to watch TV shows on their TV set rather than other devices. The shift to new viewing options has allowed for more binge watching of shows.
In 2010, Deloitte predicts that over 90% of television watched and over 80% of audio content consumed will still be via traditional linear broadcasts according to programming schedules, despite the proliferation of on-demand options. Linear viewing is expected to remain dominant due to its ease of use and inertia, as choosing content individually is tedious for most viewers. Factors like new TV purchases, HD adoption, and failures of online video sites could further increase linear viewing in 2010.
The Future of TV - Connected Devices and OTT DisruptionMichael Goodman
Contrary to the views of many commentators, TV is not
dying, but it is changing. The growing base of internet
connected media devices in the home is providing an
opportunity for non-traditional video service providers and
technology companies to challenge the dominance of
incumbent Pay and Free TV operators. This complimentary report provides TV Connect attendees
with selected insights and research highlights from Strategy
Analytics’ leading experts in the digital media and
technology space.
Brian Fuhrer: Senior Vice President, Product Leadership, National and Cross-P...The Content Council
This document summarizes key trends in U.S. video consumption over the past 5 years based on Nielsen data. It finds that while total TV screen time has increased slightly, when and how people watch video has significantly changed. Younger viewers in particular have shifted to watching more video on smartphones, tablets, computers, and game consoles rather than live TV. The increasing popularity of video on demand and connectivity of TVs and other devices to the internet has also created new opportunities for video providers.
This document discusses the future of television in 2020. It argues that television is undergoing a transformation from linear broadcasting to an on-demand, interactive medium that is highly networked and integrated with the internet. This convergence will lead television to become a more personalized, social, immersive, and mobile experience. However, television will still retain a unique experience of passive viewing that brings people together.
The ‘Future of TV’ outlines Mindshare's view on the evolution of TV and video, and the likely implications for broadcasters and advertisers.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.
This whitepaper discusses internet-connected televisions and the challenges faced by brands. It finds that while connected TV sales are increasing and many see potential, significant uncertainty remains among industry members. The questions raised highlight challenges around content, business models, finding content on connected TVs, and regulating the new landscape. Most respondents do not think connected TVs will be a passing fad, but adoption rates remain low currently.
Millennials are shifting how they view television content, preferring to watch high-quality shows instantly and on mobile devices. As technology advances, content will need to be available across all platforms. The future of television is providing customizable, on-demand viewing experiences across any screen.
Google TV aims to bring the internet to the television by allowing users to search web, apps, and programming guides from their TV. However, it faces challenges from lack of content partnerships and awkward web browsing experience on TVs. While the concept of interactive TV is promising, multi-tasking is better done on separate devices rather than directly on the TV shared by others. Competitors like Apple TV and Roku offering walled gardens or less intrusive models like Yahoo may have stronger formulas. Ultimately, the future of television likely involves continued growth of multi-tasking with social media but done individually on separate devices instead of directly on the shared TV screen.
The document discusses research into multiscreen usage and the evolving television viewing experience. Some key findings include: 1) Two-thirds of consumers have 3 screens, and tablet usage increased 55% from the previous year; 2) Television and PC/laptop account for 87% of total screen time; 3) A third of consumers watch short-form TV content on other screens like smartphones and tablets. The research suggests that while live TV viewing still dominates, other screens are increasingly becoming part of the TV experience either to discuss or share content. Ultimately, the document concludes that no single screen will dominate, as consumers will choose the screen based on when and where they want to watch.
The document discusses the increasing time spent by people watching online video as well as gaming and using the internet, which has seen large yearly increases from 2011-2013. It also talks about how television is becoming just another screen to watch content on. Some of the most popular online video services are growing significantly. This signals changes in how advertising dollars are spent and challenges for traditional broadcasters and television providers. The future of television advertising is moving increasingly digital as viewing habits change.
With growing influence of web and more time spend by users staying connected - what would be the future of television? This is my guess how the Television will adapt to going influence of Internet.
DirecTV's advertising campaign aims to increase brand awareness and client retention among its target market of middle-aged males. The $1 million budget will fund TV commercials promoting DirecTV's services, especially its NFL Sunday Ticket and DVR features. One commercial uses humor while another shares real customer experiences. Online ads will run on Facebook. The campaign goals to improve perceptions of satellite TV and increase referrals. It will be evaluated through online surveys. DirecTV competes primarily with Dish Network in satellite TV but also cable providers like Comcast and digital services like Netflix as viewership habits change.
The disparity between consumer media consumption and advertiser media spend demonstrates the gap between the digital reality and - to quote Jim Stengel, GMO P&G – the “antiquated thinking to a new world of possibilities.”
Fallon Brainfood: TV 2.0 – Scenarios for the Future of TelevisionAki Spicer
What happens when the television we've all come to know and love begins to embrace the audience expectations wrought upon it by the Internet, mobile and social participation? You get TV 2.0: a more personal, social and participatory engagement.
Fallon's Aki Spicer, Director of Digital Strategy, Rocky Novak, Director of Digital Development, and Jacob Abernathy, Creative Technologist will reveal their hopeful vision for television's future, and outline 5 scenarios that demonstrate how TV 2.0 will evolve the ad model and commercial creativity.
*Originally presented to Minnesota Broadcasters Association in Dec 2010.
Television 2013_Digital Disruption_UOIT Innovation Conference PresentationSusan Dineen
The television industry in Canada has experienced significant changes in recent years driven by new technologies and trends. More choice and services are available to viewers through cable, satellite, IPTV and over-the-top services like Netflix. While Canadians still spend a lot of time watching TV, viewership is changing as people engage in multi-screen viewing and social media around content. Disruptive forces include Internet TV/OTT services producing original content, the rise of multi-screen experiences, and cord-cutting, though the latter remains relatively small in Canada. Broadcasters are focusing on audience engagement across multiple platforms to keep up with these changes.
The document discusses various media planning considerations for brand building campaigns. It provides key metrics for evaluating media like reach, frequency, and GRPs. It also covers target audience profiles, scheduling methods, and factors that influence determining an effective frequency for advertising like the brand, creative message, and media environment. Media habits data is presented on viewership of TV and radio channels and readership of newspapers in Bangladesh.
The document discusses the future of television as new technologies disrupt the traditional TV industry. It notes that media giants, tech companies, and internet innovators are revolutionizing TV. Experts predict more change in the next 5-10 years than the last 25 combined. Social media, user-generated content, and second screen engagement are shifting power away from traditional media elites. Television will become more social, participatory, and focused on live/event revenue as linear TV integrates with the internet and second screens. Viewership data and social TV engagement will be highly valuable for advertisers and drive new monetization models in an increasingly interactive digital television landscape.
The TV landscape has changed significantly in recent years with the rise of streaming services like Netflix and new ways to watch TV. A recent survey found that Netflix and YouTube are now among the top networks for total hours watched per week and are considered two of the coolest brands, surpassing many traditional networks. While live TV viewing is still preferred overall, 4 in 10 viewers now prefer watching on demand or delayed, with Millennials being more likely to watch this way than older generations. However, most people still prefer to watch TV shows on their TV set rather than other devices. The shift to new viewing options has allowed for more binge watching of shows.
In 2010, Deloitte predicts that over 90% of television watched and over 80% of audio content consumed will still be via traditional linear broadcasts according to programming schedules, despite the proliferation of on-demand options. Linear viewing is expected to remain dominant due to its ease of use and inertia, as choosing content individually is tedious for most viewers. Factors like new TV purchases, HD adoption, and failures of online video sites could further increase linear viewing in 2010.
The Future of TV - Connected Devices and OTT DisruptionMichael Goodman
Contrary to the views of many commentators, TV is not
dying, but it is changing. The growing base of internet
connected media devices in the home is providing an
opportunity for non-traditional video service providers and
technology companies to challenge the dominance of
incumbent Pay and Free TV operators. This complimentary report provides TV Connect attendees
with selected insights and research highlights from Strategy
Analytics’ leading experts in the digital media and
technology space.
Brian Fuhrer: Senior Vice President, Product Leadership, National and Cross-P...The Content Council
This document summarizes key trends in U.S. video consumption over the past 5 years based on Nielsen data. It finds that while total TV screen time has increased slightly, when and how people watch video has significantly changed. Younger viewers in particular have shifted to watching more video on smartphones, tablets, computers, and game consoles rather than live TV. The increasing popularity of video on demand and connectivity of TVs and other devices to the internet has also created new opportunities for video providers.
Connected Home: Fight for the Digital LvingroomMichael Goodman
This report examines the battle for the digital living room with an emphasis on the growth of connected devices in consumers’ homes and the impact this will have on the media industry.
1. TV consumption in major European countries has continued to increase slightly in recent years, with viewers spending more time watching television on average each day.
2. The TV landscape has expanded dramatically, with over 9,000 channels now available in the EU, up from just 375 channels a decade ago.
3. New technologies like connected TVs, second screens, and streaming services are disrupting the traditional television model, but linear TV will still focus on live and social viewing experiences.
This document summarizes a presentation given by Lauri Kivinen, the CEO of the Finnish Broadcasting Company, about connected TV and its future. It notes that while linear TV viewing is still most common in Finland at 91%, on-demand and catch-up viewing via connected TV is growing and accounts for 7-2% of viewing. It also discusses the challenges of rights management and platform fragmentation in the connected TV landscape. Kivinen emphasizes that audiences now expect access to content everywhere and anytime on any device.
The paid TV market is on the precipice of a fundamental change. Internet and mobile video are challenging traditional cable TV for the attention of viewers worldwide. Consumers are demanding more personalized, unfettered content and video service providers must deliver.
Disrupting Digital Media 2019 - How Technology is Changing TVBench
What is Advanced TV?
Why should I care about it?
What Advanced TV solutions are available in AU?
How can I use Advanced TV to fulfill marketing objectives?
Thank you to all who attended our session at the 2011 TV Next conference. For those who missed it, here are our slides. For more info, follow us on Twitter: @ConnectedTV
Visiware leading the 2nd screen revolution - nex tv rio 1.0Frédéric Arquier
NexTV Rio 2013 presentation: Multiscreen is a revolution for TV distribution, but what about 2nd screen, this new behaviour of TV viewers who are now using multiple screens at the same time? The attention shift from TV to personal screens is a major disruption for advertisers and capturing the attention of dual screeners on their personal screen becomes a strategic challenge for the whole TV industry
The document summarizes the findings of the 10th wave of the Televidente 2.0 report on video consumption trends among Spanish internet users. Key findings include:
1) Non-linear video consumption on platforms like YouTube, OTT services and TV channel apps is increasing, while consumption of linear TV on DTT is decreasing.
2) IPTV is losing relevance for linear channel consumption and subscriber motivation, while on-demand content on IPTV and OTT platforms is gaining popularity.
3) Around half of Spanish internet users now pay for an IPTV or OTT video service, and many have subscriptions to both.
Global video-report-how-people-watch 2010 nielsenMarketingfacts
1) Television remains the most widely used video screen globally, though adoption is lowest in Europe where respondents were 11 points less likely to watch TV in the past 30 days compared to the global average.
2) Approximately 70% of global online consumers watch online video, but North Americans and Europeans lag in adoption. More than half of global online consumers watch online video in the workplace.
3) Mobile video is already used by 11% of global online consumers, with highest penetration in Asia-Pacific and among consumers in their late 20s. Tablet PCs and 3DTVs currently appeal to a small global audience.
It’s no longer a single “screen” world. Learn how new “screens” and social media have impacted how we get, watch and interact with our favorite television programs. Adam Bush, Director of Account Management of Rentrak and former Vice President, Account Manager, with The Nielsen Company discussed our new relationship with television and how marketers are taking advantage of it at a Hampton Roads American Marketing Association (HRAMA) event on June 7, 2012.
Mobile connected TVs are driving growth in connected TV usage through tablets. This shifts viewing habits to an internet-based model and away from traditional TV distribution. This has consequences for players across the value chain and raises regulatory issues around balancing existing rules for traditional media with the open internet environment. As viewing shifts to mobile, regulators must address challenges around competition, content regulation, and rights management in this new landscape.
The television industry in India is estimated to reach $8 billion by 2012, while the film industry is expected to reach $2.8 billion by 2015. Television remains the dominant media in India, accounting for 63% of the media and entertainment market in 2010. The television market has three main segments - television advertising, television subscription, and television content. The industry is poised for further growth with increasing digitization, expanding pay-TV penetration in rural areas, and the need for more specialized content. The film industry has grown at an average of 12% annually but saw declines in 2009-2010; it is projected to recover with expanded multiplex chains and higher quality films.
Day1 research stream_1615_unlocking_the_power_of_online_video_googleSaatchi & Saatchi
Mark Riseley from Google gave a presentation on unlocking the power of online video. He showed how brands are using innovative video campaigns on YouTube, and how measurement tools allow analyzing cross-media reach and ROI. Research found that online video delivers greater incremental reach than TV, especially among younger audiences. Case studies showed campaigns that allocated just 7% of budget to online video drove 20% of sales uplift. User choice in online video engages viewers more than standard pre-roll ads.
The document discusses multi-screen viewing trends and measurement. It provides data on how Americans consume content across TV, online, and mobile, totaling almost 39 hours per week. Traditional TV viewing remains consistent year-over-year, including live and time-shifted viewing. The document also discusses video viewing on demand, cross-platform viewing in Australia, significant time shifting beyond 7 days, the Twitter TV conversation and opportunities, and Nielsen's Twitter TV ratings which provide the first measure of Twitter TV reach.
Google Belgium Research: How radio & TV impact online brand popularity?Semetis
The document discusses measuring the impact of offline advertising on online search volume. It presents findings from analyzing brand search trends after TV and radio campaigns. The key findings are that offline ads can significantly increase search volumes, with TV ads showing a 41% average boost and radio ads a 33% boost. It also identifies three main factors for an effective ad boost: 1) give people a reason to search online with a clear call to action, 2) emphasize the website URL, and 3) keep ad messages short to maintain focus. The document suggests analyzing your own brand's ad boost data and modeling campaign effects, and ensuring your website and search ads are optimized to capture online interest generated offline.
This document discusses the challenges and opportunities of connected TV (CTV) advertising. It notes that CTV viewing is growing rapidly, with nearly half of weekly video time among adults 18-49 spent on CTV. However, CTV ad spending has not caught up and only accounts for a small portion of total media ad spending. The document outlines several challenges to CTV advertising, including measurement standards, inventory confusion, and frequency controls. It provides recommendations around how to approach CTV inventory and measurement. Overall, the document takes an optimistic view of CTV advertising's future potential as the space evolves.
Your future TV experience won't look anything like it does today, but are people really cutting the cord? Will we ever have a la carte cable TV? Which disruptions are shaping the future of television? Presentation to Refresh Dallas on June 14, 2012.
From the Ericsson ConsumerLab: http://www.ericsson.com/thinkingahead/consumerlab
We have entered a new era in television. On-demand packages delivered via
Over The Top (OTT), cable or IPTV are being embraced by people around the world.
These new technologies
and services not only improve
people’s viewing experience –
they also change the fundamental ways in which we approach entertainment.
This document provides guidance on using Google AdWords to drive store sales by connecting online shoppers with nearby brick-and-mortar locations. It discusses enhancing ads with location extensions to display useful local information; targeting ads to people near business locations through radius targeting; promoting local inventory to encourage store visits; optimizing product groups and bids by sales channel; measuring attributable offline sales from online ads; and optimizing campaigns for total online and offline returns. The goal is to turn ready-to-buy online consumers into satisfied offline customers through location-aware digital marketing.
El documento proporciona consejos para optimizar un sitio web para dispositivos móviles, incluyendo (1) garantizar una navegación simple, (2) hacer que el logo lleve a la página de inicio, y (3) mantener menús breves y destacar los llamados a la acción. El objetivo es mejorar la experiencia del usuario móvil al proporcionar contenido y funciones relevantes de manera rápida y eficiente.
El documento analiza los resultados de más de 20,000 entrevistas realizadas en 18 estudios de marketing en Latinoamérica. Los estudios encontraron que YouTube y la televisión abierta fueron los medios más efectivos para construir la marca y cambiar el comportamiento del consumidor, generando el mayor impacto en la imagen de marca y los indicadores clave de desempeño. La combinación de YouTube y televisión abierta resultó en un mayor alcance de marca y mayor impacto en los KPI que al usar solo televisión abierta o paga.
Este documento presenta una guía para especialistas en marketing sobre cómo captar la atención de consumidores constantemente conectados. Explica la importancia de conocer a los consumidores, comprender sus pasiones e intereses, y descubrir las preguntas que se hacen. También recomienda desarrollar una estrategia de contenido que cuente la historia adecuada a la persona adecuada a través de los momentos que importan para los consumidores.
Este documento proporciona una guía de 5 pasos para que los especialistas en marketing adopten con éxito la compra programática. El primer paso es organizar las estadísticas de público mediante la recolección de datos completos de los consumidores en todos los canales y dispositivos, y definir con precisión los segmentos de público objetivo. Organizar los datos permite a las marcas ser más relevantes y tener un mayor impacto con su publicidad.
This document provides information about Waze Ads partnerships and advertising products for small and medium businesses (SMBs) in the US and Latin America. It outlines Waze's user base breakdown by region, the benefits of advertising on Waze, and several advertising products - branded pins, branded search, pin takeovers - including their characteristics, monthly exposures, prices and advantages. It also discusses call-to-action options and key performance indicators (KPIs) available in Waze reporting. Contact information is provided for the Waze-Google industry manager.
The document summarizes Google's Channel Sales Partnership Program, which allows partners to sell Google's digital advertising products to SMBs and generate an incremental revenue stream. Through the program, partners provide sales, support, and services to SMBs and manage their Google accounts, while Google provides training, incentives, and a dedicated support team. The partnership benefits both partners, by expanding their offerings and Google, by growing its customer base. Key requirements for partners include having existing SMB relationships, complementary products, a direct sales force, and a commitment to building a digital marketing business.
This document discusses the shift to digital advertising and how Google is well positioned to capitalize on this opportunity. It notes that digital advertising growth remains strong while newspaper advertising declines. Over $50 billion in global opportunity exists from the move to mobile web advertising. The document promotes partnering with Google to take advantage of this growing digital advertising market. It highlights Google's investments in channel sales and partnerships to drive revenue from advertising.
El documento ofrece consejos para que los periodistas usen las redes sociales de manera efectiva. Recomienda seleccionar temas de interés, crear contenido propio para las redes, generar una comunidad segmentada y medir la efectividad de las publicaciones. El objetivo es maximizar la exposición de los mensajes periodísticos.
This document summarizes key insights from a presentation on digital trends in Latin America given by comScore. It finds that the online audience in Latin America grew 17% over the past year to 176 million unique visitors, who spent on average 21.7 hours online per month. The largest markets were Brazil, Mexico, and Argentina. Social media engagement increased 15% year-over-year, led by Facebook. Sports, retail, and news/information sites also saw increased audiences in the region.
Este documento presenta una conferencia sobre el manejo de redes sociales en comunicaciones corporativas. La conferencia cubrirá temas como los medios digitales, redes sociales, y métricas. El orador, Felipe Ramírez Mejia, es el CEO de Quark Group y experto en marketing digital. La agenda incluye secciones sobre el ecosistema digital, roles de redes sociales, casos prácticos y tendencias. El objetivo es enseñar a las empresas a comunicarse y interactuar efectivamente en plataformas digitales.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
1. Reach the Light TV Viewer
on Google + YouTube
TV + Google YouTube Complementary in a Cross Media
Campaign Strategy
Google Confidential and Proprietary
2. Executive Summary
1
Light TV viewers are not reached effectively on TV but
they are watching online
2
Light TV viewers are valuable and a significant part of
your audience…and they are the future
3
YouTube/GDN delivers efficient effective reach to
light TV viewers
4
Shift TV dollars to YouTube/GDN to cost effectively
supplement exposure to the Light TV viewers
2 Google Confidential and Proprietary
3. Agenda
1 The Marketplace
2 The Methodology
3 The Results
4 The Opportunity
3 Google Confidential and Proprietary
4. Market:
Audience Fragmentation
of TV viewership is on
networks that each
have <1% share
Source: http://industry.bnet.com/
4 Google Confidential and Proprietary
5. Online Video Is Exploding Into Primetime
+30% increase in online video viewership during 6-9pm
2009!
2011!
5 Google Confidential and Proprietary
6. CONSUMER
Attention Fragmentation
By 2014, >60% of 127% increase
all TVs shipped WW in iPad sales Consumers still watch
are projected to be forecast for 2011 5 hours of TV/Day on
Data usage has
internet connected average
passed voice
usage on phones
6 Google Confidential and Proprietary
7. But not everyone is watching 5 hours per day
Nielsen TV Viewership Quintiles P2+ ~ 20% buckets (hrs per day)
~59mm US TV
owning persons 2+
(61mm incl zero viewer)
Light Light-Med Med Heavy-Med Heavy
0–1.6 1.6 – 3.0 3.0 – 4.6 4.6 – 7.3 7.3+
~3% share of TV viewing ~48% share of TV viewing
7 Google Confidential and Proprietary
8. 630
623
620
612
610
600
591
590
583 583
580
570
2007 2008 2009 2010 2011
Source: P2+, Nielsen National People Meter Sample, Q1 2010 and Q1 2011
The Heaviest TV Viewers Watch Significantly
More TV Now Than 5 Years Ago
Average minutes per day watching TV-Heaviest Quintile
8 Google Confidential and Proprietary
9. 100
90
80
70
60
50
38 38 39 39 39
40
30
20
10
0
2007 2008 2009 2010 2011
Source: P2+, Nielsen National People Meter Sample, Q1 2010 and Q1 2011
…While the Lightest Viewers Have Not
Changed Their TV Habits in 5 Years.
Average minutes per day watching TV-Lightest Quintile
9 Google Confidential and Proprietary
10. 31% of the valuable A18-49 audience
watches less than 2 hours of TV daily
1.5X more Light TV Viewers than Heavy TV Viewers in A18-49
31%
12%
Lightest Light Medium Medium Medium Heavy Heavy
Adults 18-49
Source: Nielsen Q1 2011
10 Google Confidential and Proprietary
11. Young Older
& diverse
College High school
education education
Income Lower
over $100K Income
Broadcast Couch
Only TV Potatoes
Lightest and Heaviest TV Viewers
Indexes show stark contrast in audience composition
11 Google Confidential and Proprietary
12. Rise of “cable-less” TV viewers with
broadband
+22.8% in broadcast only and broadband
Q3 2011
25
20
15
+22.8%
10
5 Cable and No
Broadband
0
-5 Broadcast only and
Broadband -17.1%
-10
-15
-20
12 Google Confidential and Proprietary
13. “U.S. consumers in homes with
broadband Internet and free,
broadcast TV stream video
twice as much as the general
cross-platform population. They
also watch half as much TV.”
Nielsen Cross Platform Report Q3 2011
13 Google Confidential and Proprietary
14. Light TV viewers are valuable
Likelihood of each of the following characteristics (MRI Indices)
114 118
112
109
100 99
Index 80 80
54
A 18-49 w/ HH A 18-49 cell A 18-49 who A 18-49 “super
income > $100k phone only HH has connected influential” tech
to the internet consumer
w/ their mobile
device
Heavy TV Viewers Light TV Viewers
Source: MRI Index A18-49
Google Confidential and Proprietary
14 Google Confidential and Proprietary
16. Goal:
Can we prove that YouTube + the Google Display Network…
are complementary to TV
in cross media video strategy
efficiently reach people you didn’t reach on TV
deliver effective frequency to desirable
audiences that are hard to reach on TV
16 Google Confidential and Proprietary
17. Methodology:
Nielsen Data Fusion
Nielsen TV Panel Nielsen Online Panel
Group exposed to TV ad Group exposed to YouTube/GDN ad
Data Fusion
Google Confidential and Proprietary
17 Google Confidential and Proprietary Total Campaign Reach
18. Methodology:
Incremental Reach Forecast
Online incremental reach
Reach
TV
progressive Fit a nonlinear function to the
incremental
reach curve TV TRPs progressive reach vs TRP curve
TRPs
Extrapolate TV to TV + online reach
-> Incremental TV TRPs
Incremental TRPs x Average CPP
-> TV Incremental Cost
18 Google Confidential and Proprietary
19. Campaign: Data Sources
1 2
TV Campaign Google (YT/GDN) Campaign
YouTube & Google Display Network
National TV + • Homepage Masthead
• Partner Watch
• Cable • Run-of-Site
• Syndication • YouTube First Watch
• Spanish Language Cable • YouTube Homepage Remarketing - GDN
• Spanish Language Network
3 month campaign on TV and 2 month campaign on online
Adult 18-49 target
Budget – 88% TV + 12% Online
19 Google Confidential and Proprietary
22. YouTube + GDN Add Complementary…
Reach Frequency Efficiency
22 Google Confidential and Proprietary
23. T-Mobile’s YouTube/GDN Campaign
Reached 13.8% of Adults 18-49
32% of viewers on YouTube/GDN had not
seen the TV campaign
More than half of online TRPs were
delivered to light & light medium TV viewers
With 12% of the budget, online delivered
24% of the TV reach
TV reached only one fifth of the lightest TV
viewers – online added 5 points incremental
reach to this group
13.8% Adults 18-49
18.2 Million
23 Google Confidential and Proprietary
24. 70
60
50
61.7%
TV + YouTube/GDN Reach
40
Reach
30
20
10
0
57.3% TV Reach
0 50 100 150 200 250 300
TRPs
YouTube/GDN added 4.4% points
incremental reach to TV
24 Google Confidential and Proprietary
25. That’s about 5.8mm Adults 18-49 not
reached on TV
Reach amongst lightest TV viewing adults 18-49 increased
by ~1.4mm
25 Google Confidential and Proprietary
26. TV impression distribution weighted to
heavy viewers
YouTube Reaches a More Balanced Audience
43%
TV TRPs YT TRPs
YouTube adds
TRPs to the 26% 25%
24%
lighter TV viewers 20% 21%
18%
11% 11%
3%
Lightest Light Medium Medium Medium Heavy Heavy
26 Google Confidential and Proprietary
27. YouTube added 5+% pts incremental YouTube
reach to the valuable lighter TV increased reach
amongst lighter
audience TV viewers by
2%
4.3M people
+1.3MM 3%
14%
5%
+1.6MM 13%
6% 11%
7%
+1.3MM 68%
5% 61%
53%
43%
2%
17%
Lightest Light Medium Medium Medium Heavy
Heavy
YT incremental reach Overlap TV reach
27 Google Confidential and Proprietary
Note: Total and individual reach #’s do not match due to rounding
28. As TV reach curve flattens, YouTube adds
more reach points than TV
70%
60%
YT/GDN
Incremental 50%
Reach
40% In the last 4 weeks of
Overlap the campaign,
30% YouTube and GDN
adds more reach
TV Only 20% overall than TV does
10% TV adding frequency
0%
2/21
2/28
3/7
3/14
3/21
3/28
4/4
4/11
4/18
4/25
28 Google Confidential and Proprietary
29. YouTube + GDN Adds Complementary…
Reach Frequency Efficiency
29 Google Confidential and Proprietary
30. Online delivered more impressions to
Light TV Viewers than TV
Average Frequency
(Group exposed to both TV and YT)
TV not enough
TV YT
3.6
3.5
3.4 3 3+ Effective Frequency
2.7 6.1
3.2 4.0
2.2 2.6
Lightest Light Medium Medium Medium Heavy Heavy
30 Google Confidential and Proprietary
31. YouTube + GDN Adds Complementary…
Reach Frequency Efficiency
31 Google Confidential and Proprietary
32. YouTube + GDN delivered 4.4% pts
incremental reach at 73% less than the
cost of TV
TV
100
27
Cost Per Incremental Reach
32 Google Confidential and Proprietary
33. YouTube + GDN Delivered TRPs to at 63%
less than the Cost per Point of TV
TV
100
37
Cost Per Point
33 Google Confidential and Proprietary
34. YouTube + GDN Delivered TRPs to the
lightest TV viewing Adult 18-49 at 89%
less than the Cost per Point of TV
TV
100
11
Cost Per Point
34 Google Confidential and Proprietary
35. …to valuable audiences
Cost per point to desirable audiences is cheaper on YouTube …
100
79
72 68
54
49 47 45
TV P18-49 P18-49: Video P18-49: Vid or P18-49 Video P18-49 Ipod P18-49 P18-49
or I Enabled T- Int Enabled Capable User HHIncome Portable Video
Mobile Cell Cell Phone Laptop 100K+ Game User
Phone
Source: Nielsen Monitor Plus
35 Google Confidential and Proprietary
36. Improve Efficiency
Less reach spillover on YouTube + GDN
TV Online
Reach to P18+
Older than 49 Reach to P18+
82%
to Adults 18-49
58% =
to Adults 18-49
= 18% spillover
42% spillover
36 Google Confidential and Proprietary
37. Improve Efficiency
Less impression spillover on YouTube + GDN
TV Online
Impressions to P18+
Older than 49 Impressions to P18+
84%
to Adults 18-49
53% =
to Adults 18-49
= 16% spillover
47% spillover
37 Google Confidential and Proprietary
39. Disparity between distribution of TV TRPs
and adult 18-49 audience
31% of target is very hard to reach on TV
43%
TV TRPs
31% Adults 18-49 population
26%
20% 20%
18% 17%
12%
11%
3%
Lightest Light Medium Medium Medium Heavy Heavy
39 Google Confidential and Proprietary
40. Reach A Complementary Audience
Cost to reach to lightest TV viewers 18-49 is more efficient on YouTube/
GDN
100
Opportunity to reach light TV
viewers more efficiently on
YouTube + GDN…
So how do you reach them?
11
TV Lightest TV Viewer
40 Google Confidential and Proprietary
41. Better distribute TRPs across the quintiles
TV + YT Cross Media
Video Planning
Light Light-Med Med Heavy-Med Heavy
Shift budget
out of heavy Less waste Similar or Increased
skewing TV More balanced reach to a valuable
networks media delivery light TV viewing
audience
41 Google Confidential and Proprietary
42. Viewership Across TV Networks Is Diverse
Some networks over-index for heaviest TV viewers and under-index to
light TV viewers
325 HEAVY SKEW
Index to heavy TV viewers
NETWORKS
275 High disparity of
reach between LESS HEAVY SKEW
Heavy and Light NETWORKS
225
Viewers
More even reach to
175 Heavy and Light
Viewers
125
5 10 15 20 25 30
Index to light TV viewers
42 Google Confidential and Proprietary
43. Improve Efficiency
TNT (heavy skew) vs Discovery en Espanol (less heavy skew)
495 You could shift out of
cable into broadcast,
TV One
but that is expensive -
395 broadcast CPM is ~3x
Index to heavy TV viewers
Ex – TNT
the cable CPM
indexes heavy/
light viewers TNT
295 TBS
by ~31x A&E USA
Oxygen Media TLC
Bravo
FX
MTV MUN2 Cable
195 Galavision ABC Family
Comedy Central
Tres AZA
Estrella TF E! TEL
Entertainment Discovery en Ex –
UNI Espanol
Fox Deportes Discovery en
ESPN Deportes Espanol
95 indexes
heavy/light
by ~8x
Warner Brothers
-5
0 5 10 15 20 25 30
Index to light TV viewers
Note: Bubble size represents % of total impressions
Source: Nielsen Monitor Plus and Nielsen National People Meter
43 Google Confidential and Proprietary
CPM for cable was $13 and CPM for broadcast was $36.70 (based on Nielsen’s national prime-time P 18-49 estimates)
44. Improve Efficiency
Some shows that over-index for heaviest TV viewers and under index
to light TV viewers
900
800
700 Law Order
Index to heavy TV viewers
HEAVY SKEW
High Disparity 600
between Tyler Perry
Heavy and Light Family Preys
500 Are We There
Viewers Yet
400
Intervention
300
Hawthorne
Fx Movie Late Friends LESS HEAVY SKEW
200
Fx Morning Lower Disparity between
Movie Saturday
100 Movie Heavy and Light
Malcolm in Viewers
the Middle
0
0 20 40 60 80 100 120
Index to light TV viewers
Note: Bubble size represents # of ads
44 Source: Nielsen Monitor Plus and Nielsen National People Meter
Google Confidential and Proprietary
45. All placements in the online campaign - YouTube homepage, First Watch,
GDN and Partner Watch added incremental reach and frequency of
exposure to light TV viewers
Partner Watch In-stream and GDN Distribution of YT/GDN
1.9% incremental reach
100%
30% 1st week -
YT HP + 90%
First 36%
25% 80%
Watch Partner
Reach to Lightest Quintile
3.3% 70%
Watch/GDN/
20%
60% ROS
15% YT/GDN Incremental 50% YouTube
Reach Homepage
40%
Overlap +FW
10%
30%
64%
5%
TV Only 20%
10%
0% 0%
45 Google Confidential and Proprietary
46. Projection: TRP distribution shift
Remember that TV impression distribution weighted to heavy viewers…
while YouTube reaches a more balanced audience?
Current Plan Projection
88% TV / 12% YouTube + GDN 68% TV / 32% YouTube + GDN
40% 34%
ê3.4%
CPP 26%
26%
19%
18% Shift budget 15%
from heavy
12% skewing TV
networks to 6%
4% online
Lightest Light Medium Medium Heavy Lightest Light Medium Medium Heavy
Medium Heavy Medium Heavy
Cross Media Campaign TRPs Cross Media Campaign TRPs
ê12% in TRPs to
heaviest TV viewers
é51% in TRPs to the
lightest TV viewer
46 Google Confidential and Proprietary
47. Thank you
47 Google Confidential and Proprietary
48. Appendix
48 Google Confidential and Proprietary
49. METHODOLOGY: Nielsen Data Fusion in a nutshell
Step 1 – Nielsen Online Nielsen Online
Home + Work online Home Panel Work Panel
fusion
Step 2 – Fusion Using Nielsen
Common Person
Online + TV fusion characteristics TV panel
Variables and Media
Usage
Fused Database using
Common Demo
Variables and Media
Usage
Google Confidential and Proprietary
49 Google Confidential and Proprietary
50. METHODOLOGY: Nielsen Monitor Plus
Nielsen’s Monitor Plus’s system has electronic devices, which identify new
copies (via an audio and digital signature). These advertisements are crossed
against a database of known advertisements in the marketplace and matched
up to the particular brand/campaign.
For this analysis, Nielsen compares this known/tracked ad schedule against
agency data to confirm that all advertisement buys are accounted for.
Costs: Every network provides broad daypart valuation for their content. By
isolating each individual campaign, Nielsen is able to cross this activity against
the network costs to provide a topline average of costs. Usually, considering
bulk purchasing and make-goods, these costs are over-estimating the costs of
TV, but typically, these over-estimations are equal across all brands.
Google Confidential and Proprietary
50 Google Confidential and Proprietary