The document discusses changes in media consumption habits in Asia, with three key points:
1) Media consumption is shifting rapidly to digital platforms like smartphones and the internet, though television still dominates.
2) Marketers need to optimize their strategies and spending to capitalize on new digital opportunities, as digital advertising sees higher returns on investment than traditional channels in Asia.
3) Understanding regional and demographic differences in device usage and online behaviors is critical for effective campaigns.
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?Digiday
Digiday Programmatic Summit Europe
Dublin, Ireland 2017/04/25
Safe, Premium Video:
Still A Programmatic Myth?
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The 2011 Accenture Video-Over-Internet Consumer Usage Survey results give companies a look not only at current trends, but also at where those trends are leading, in terms of both video viewing habits and where revenue growth is most likely to occur:
Although the television still dominates consumers’ viewing preferences (at 92 percent), the diversity of electronic devices that consumers use to view video is evenly divided: 75 percent of respondents use a desktop computer, 72 percent use a laptop and 63 percent use mobile devices to access content. These results suggest a ‘form factor’ challenge when it comes to mobile video viewing. With broad access to video across devices with large screens, mobile video viewing will rarely be the first choice among many consumers.
Watching video on non-traditional devices is trending upward. In the past year, viewing increased on laptops (35 percent), desktops (28 percent) and Internet-enabled TVs (26 percent). These trends were seen across all age groups. Growth percentages for most devices were nearly identical for the 25-to-34 year old and 18-to-24 year old age groups.
The myriad of content delivery choices available in the digital world has also changed the nature of the entire viewing experience, including traditional TV watching. There is no longer a single delivery channel or device that receives the uninterrupted attention of viewers. Of those surveyed, 81 percent said they multi-task with other devices while watching TV. Nearly half (48 percent) use a laptop while watching, 41 percent use a mobile device and 28 percent use a desktop computer.
When it comes to choosing their favorite Internet/broadband TV features and functions, the largest number of respondents (40 percent) pointed to catch-up TV, which enables them to watch content that they may have missed. Only 14 percent of respondents wish to surf the Web on their televisions and only 11 percent desire interactive and social networking functionality.
Although consumers are viewing video on multiple devices, quality rules the day when they consider selecting new services. 48 percent identified clarity of picture and speed of content delivery as the most important technical features they look for in an Internet video service. This proportion was statistically consistent across all age groups. High-definition viewing was a distant second, at 27 percent.
GroupM Brand Safety Playbook For MarketersSocial Samosa
This brand safety report released by GroupM, WPP’s media investment group, offers new category-specific recommendations for marketers on the future of brand safety.
The 2016 EMEA Benchmarks Report provides brands and agencies with key insights into the complex world of converging TV and digital video. Whilst broadcast TV continued to command the lion’s share of media spend in all European markets, digital video investments
were at an all-time high.
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10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?Digiday
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The 2011 Accenture Video-Over-Internet Consumer Usage Survey results give companies a look not only at current trends, but also at where those trends are leading, in terms of both video viewing habits and where revenue growth is most likely to occur:
Although the television still dominates consumers’ viewing preferences (at 92 percent), the diversity of electronic devices that consumers use to view video is evenly divided: 75 percent of respondents use a desktop computer, 72 percent use a laptop and 63 percent use mobile devices to access content. These results suggest a ‘form factor’ challenge when it comes to mobile video viewing. With broad access to video across devices with large screens, mobile video viewing will rarely be the first choice among many consumers.
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The myriad of content delivery choices available in the digital world has also changed the nature of the entire viewing experience, including traditional TV watching. There is no longer a single delivery channel or device that receives the uninterrupted attention of viewers. Of those surveyed, 81 percent said they multi-task with other devices while watching TV. Nearly half (48 percent) use a laptop while watching, 41 percent use a mobile device and 28 percent use a desktop computer.
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Although consumers are viewing video on multiple devices, quality rules the day when they consider selecting new services. 48 percent identified clarity of picture and speed of content delivery as the most important technical features they look for in an Internet video service. This proportion was statistically consistent across all age groups. High-definition viewing was a distant second, at 27 percent.
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