digiday video: yume workshop: video screen equality and the 5w's of connected tv

©2011 YuMe. All rights reserved. CONFIDENTIAL

The Fragmentation of Attention:How to Make Sense of a

Multi-screen World11.14.12

Yesterday: TV Is Dead, Long Live TV

Today: Living Room Is Full of Distractions

Tomorrow: Distractions Will Only Get Worse ( Or, become the norm…)

Digital Screen Fragmentation

Source: IAB 2012

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Video Screen Ownership Has Doubled

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Screen Type Matters, TV Lags Behind in Ad Recall

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With Screens, Size Does Matter

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Attention Levels all Relatively High

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The Key: Clutter

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3Clutterreativeontext

‘s

Connected TV Ecosystem Study #1001463CONFIDENTIAL AND PROPRIETARY Copyright 2012 by Frank N. Magid Associates, Inc. Any duplication, reproduction or usage of this document or any portion thereof without the written consent of the firm is prohibited.

Presentation to:

The Who, What, When, Where, Why, and How of Connected TV Advertising

June 2012

5W’s:

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Nearly 90% Notice Ads

» Of those, nearly 60 percent noticed pre-rolls

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Nearly 60% Prefer Ad-sponsored Short-form

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71% Have Taken an Additional Step as a Result of an Ad

» And 19% have actually purchased a product!

Mean Age:

Gender:

Race:

HH Members:

HH Income $75+

Pay TV:

32.58

58% male

47% non-white

1.8 Adults58% Children

27%

85%

33.58

63% male

51% non-white

2 Adults62% Children

33%

88%

32.64

64% male

52% non-white

2 Adults67% Children

36%

88%

33.05

59% male

47% non-white

1.8 Adults67% Children

37%

87%

Console Connectors

Blu-rayConnectors

Streaming DeviceConnectors

Smart TVConnectors

77% 34% 28% 25%

How and Who?

Green = highest rateRed = lowest rate

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When?

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Where?

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Why?

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What?

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Thank You

The World Is Watching Connected Video

» 47 billion online videos watched in Aug 2012

» 87% of the US audience watched a video online

» 2.5B Smartphones by 2015

» 8x growth in tablet users in past 5 years -- 400M by 2015

» 500M Connected TVs by 2015

» 1.8B in-home video devices (1.4B connected) by 2016

Source: CISCO VNI; DisplaySearch; Informa Telecoms & Media; comScore

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

2009 2010 2011 2012 2013 2014 2015

In P

etab

ytes

IP Video Traffic

Other Traffic

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We Spend More Time With Media Then Sleeping or Working

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We Are Constantly Connected, Mt. Prime-time is Still Tallest Media Peak

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Almost 1200 Ads/Day > 1 Ad Per Waking Moment