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Video Ad Summit 2016 Opening Presentation
- 1. Convergence 2016: Factors driving change in the 2016/2017 Upfront and beyond Tim Castree Managing Director, North America
- 2. The Year of Headlines Verizon buys AOL for $4.4 billion AT&T, DirecTV complete merger to form biggest pay-TV company F.C.C. Approves Charter Communications’ Time Warner Cable Buyout ACQUISITION 2 Microsoft to buy LinkedIn for $26.2B in cash, makes big move into enterprise social media
- 3. Verizon buys AOL for $4.4 billion AT&T, DirecTV complete merger to form biggest pay-TV company F.C.C. Approves Charter Communications’ Time Warner Cable Buyout Microsoft to buy LinkedIn for $26.2B in cash, makes big move into enterprise social media Twitter Beats Amazon, Verizon for Global NFL Streaming Deal How Will Facebook Make Money Off Live Video? Just Look at TV. Interpublic to Shift $250 Million in TV Ad Spending to YouTube The Year in Headlines DISTRIBUTION 3
- 4. Verizon buys AOL for $4.4 billion AT&T, DirecTV complete merger to form biggest pay-TV company F.C.C. Approves Charter Communications’ Time Warner Cable Buyout Microsoft to buy LinkedIn for $26.2B in cash, makes big move into enterprise social media Twitter Beats Amazon, Verizon for Global NFL Streaming Deal How Will Facebook Make Money Off Live Video? Just Look at TV. Interpublic to Shift $250 Million in TV Ad Spending to YouTube Big Data Era Dawns for Advertising Dealmakers Nielsen Plays Catch-Up as Streaming Era Wreaks Havoc on TV Raters ComScore Completes $768M Merger With Rentrak In Bid For Cross-Screen Measurement The Year in Headlines 4
- 5. Verizon buys AOL for $4.4 billion AT&T, DirecTV complete merger to form biggest pay-TV company F.C.C. Approves Charter Communications’ Time Warner Cable Buyout Microsoft to buy LinkedIn for $26.2B in cash, makes big move into enterprise social media Twitter Beats Amazon, Verizon for Global NFL Streaming Deal How Will Facebook Make Money Off Live Video? Just Look at TV. Interpublic to Shift $250 Million in TV Ad Spending to YouTube Big Data Era Dawns for Advertising Dealmakers Nielsen Plays Catch-Up as Streaming Era Wreaks Havoc on TV Raters ComScore Completes $768M Merger With Rentrak In Bid For Cross-Screen Measurement NBCUniversal Will Start Selling TV Advertising Programmatically This Fall Viacom Aims to Make Data Accessible to All Marketers Fox Takes Stab At Programmatic TV Advertising The Year in Headlines BUYING MODELS 5
- 6. 4% OTT & SMART TV 7% TABLET 1% OTT 5% MOBILE 7% COMPUTER 77% TV 3% MOBILE 1% COMPUTER 93% TV 99% TV 100% TV 1% COMPUTER % of Time Spent on Devices 2000 2005 2010 2015 • Cable companies begin testing VOD and SVOD 2001 • 2005 - Youtube launches • 2006 –Apple TV launches • 2007 – Netflix starts streaming • 2008 – Hulu & Roku Launches • 2009 – Analog TV turns off 2005 - 2010 • 2013 - Broadband customers surpass number of cable subscribers • 2014 - Netflix wins an Emmy 2010 - 2015 CONSUMER-LED SHIFTS DRIVING CHANGE 6Source: Videology % estimates from Nielsen, eMarketer trend data.
- 7. 4% OTT & SMART TV 7% TABLET 1% OTT 5% MOBILE 7% COMPUTER 77% TV 3% MOBILE 1% COMPUTER 93% TV 99% TV 100% TV 1% COMPUTER % of Time Spent on Devices 2000 2005 2010 2015 Most Watched Program (% of Viewers) 12.3% 9.2% 7.8% 16.9% Time Spent on Devices 4.1 Hours 4.5 Hours 7.6 Hours 9.9 Hours CONSUMPTION BOOMING, YET FRAGMENTING 7 Source: Highest rated programs based on Nielsen A18-49 Live+7 data. Time spent data calculated by Videology from Nielsen and KPCB data.
- 8. Source: Nielsen Total Audience Measurement, single TV episode (premiere of Limitless, CBS) from September 2015, all demos. Live Viewing Varies by Demo: • Adults 50+ = 64% Live • Adults 25-34 = 15% Live HOW WE WATCH TV TODAY…A GLIMPSE IN TIME DVR 32% (1-7 days after airing) Digital 8% (1-35 days after airing) VOD 7% (1-35 days after airing) Connected TV 6% (1-35 days after airing) DVR 2% (8-35 days after airing) LIVE 45% 8
- 9. THE RESULT: ADVERTISERS and MEDIA COMPANIES FACE NEW CHALLENGES New Players Audience Buying Siloed Tech Stacks Fragmented Audiences Unmeasured & Unmonetized Channels Converged Media Landscape 1st Party Data WALLED GARDENS: Self-Made & Other 3rd Party Data
- 10. Thank you. Now on to the panelists… 10
Editor's Notes
- Audiences are fragmenting as video content is now available over a growing array of devices. Over the past 15 years, television has gone from 100% share of voice, to approximately 77% share.