collective video is video. disruptive tech adoption -20% 100% 80% 60% 40% 20% 0 103% 22% 8% -22%...
TRANSCRIPT
Collective Video is Video
Disruptive tech adoption
-20%
100%
80%
60%
40%
20%
0
103%
22%
8%
-22%
MOBILE COMPUTER TELEVISION NON-SCREENS
Since 2008 US consumers have added 12 days of
screen time per year—a whole vacation
Source eMARKETER, UNSURE OF DATE?
TV is very much still the primary screen
TV SPEND AS % OF TOTAL MEDIA BUDGET
TOTAL TV SPEND
$5B
$4B
$3B
$2B
$1B
0
$6.1B
$6B
$4.6B
$3B
$1.7B$1.5B
70%
60%
50%
40%
20%
0
80%
83%
68% 68%
66%
62%
AUTO CPG PHARMA RETAIL FINANCIAL
Auto advertisers‘ spend on TV is 4x
their spend on digital, radio, print,
outdoor put together
Source eMARKETER, UNSURE OF DATE?
Brand Advertising spend doesn’t align with where consumers are spending their time
WEEKLY TIME SPENT (16 – 54 : HOURS )Source eMARKETER, APRIL 2012
15 HOURS
10 HOURS
5 HOURS
0
INTERNET MOBILETELEVISION AUDIO
4 HOURS 5 HOURS
6 HOURS
8 HOURS
10 HOURS
13 HOURS
NEWS PAPER MAGAZINES
OPPORTUNITY • Mobile Rivals TV and Computers for Time
Spent
REMAINING CHALLENGES
• Few mobile solutions focus on the needs of brands
• Mobile point solutions are another silo
• Audience data is scarce
• Cross-media coordination is a difficult
But brands are recognizing the value of mobile screens
eMarketer – Marketers are using mobile about equally for branding and direct response – reflecting a broad acceptance of mobile as a vehicle for branding
$83
28% 30%
PURCHASE INTENT
36% 51%
DIRECT RESPONSE
61% 52%
BRAND AWARENSS
64% 63%
TRAFFIC DRIVING (CLICKTHROUGH RATE)
68% 54%
BRAND ENGAGEMENT
Source: ValueClick Media, “Advertiser Survey 2012,” Fed 29, 2012
Methods Used by US Marketers to Measure the Performance of Their Mobile and Video Campaigns Dec. 2011
VIDEO
MOBILE
% of respondents
Opportunity: This disruption and changing behaviors is creating unprecedented opportunity
AUDIENCES ARE FOLLOWING SIMPLE RULES
• Multi-Screen viewing behaviors are increasing• Daily and weekly multi-screen viewing consistent• Less TV watching, means more multi-screen
opportunities
COMPUTER AT HOME
TELEVISION AT HOME
ONLINE, THROUGH THE INTERNET
ON ANY DEVICE
32
10
17
16
16
9
27
11
18
17
19
8
24
10
9
27
17
11
% GLOBAL ONLINE AVERAGEMore than once a day
Once a day
A few times a week
Once a week
Less than once a week
Have not watched video on
this device in the past 30 days
Video is video no matter what screen
Video will be the fastest-growing mobile ad format this year, boosted by tablet viewers
© 2012 eMarketer, Inc.
US MOBILE AD SPENDING GROWTH, BY FORMAT 2010-2016
% change
2010 2011 2012 2013 2014 2015 2016
Display 152.4% 108.3% 102.0% 79.4% 55.0% 44.1% 33.6%
-Video 132.4% 132.4% 122.1% 98.1% 76.5% 56.4% 43.3%
-Rich Media 2,452.2%
947.0% 103.0% 78.1% 55.5% 44.2% 33.7%
-Banners 132.0% 11.8% 95.0% 74.6% 46.4% 38.5% 28.4%
Search 204.3% 157.8% 96.0% 72.4% 50.9% 37.1% 26.1%
SMS/ MMSP2P Messaging
11.0% -1.1% -9.5% -0.9% -2.9% -3.1% -4.7%
Total 85.0% 88.5% 80.0% 69.0% 50.0% 39.0% 29.0%
Mobile Data 101: What’s available today
(Add Graphics to illustrate each)
Mobile Data :
• Geo/ Targeting Segmentation Scheme• Publisher Data• Leveraging IP Address
Leveraging Audience Targeting Strength for Mobile
Online Audience Targeting
Geography
Demographics
Context
Geography• ZIP code – IP address-based• ~5,000 online audience per US ZIP• Chosen based on high composition of
target, eg “Luxury Auto Buyer”
Demographics• Demographic data comes from publisher
registration records• Presence of users in particular demos
creates additional signal for model (eg Luxury Auto Buyers correlate to Men, $150k+ HHI)
Demographics• Demographic data comes from publisher
registration records• Presence of users in particular demos
creates additional signal for model (eg Luxury Auto Buyers correlate to Men, $150k+ HHI)
Leveraging Audience Targeting Strength for Mobile
ONLINE AUDIENCE TARGETING
Geography
Demographics
Context
Final Segment
MOBILE AD SERVER
API BRIDGE
Geography/Demo/Context from Collective
Daypart
Device
Mobile Creative 101
Mobile Creative is challenging
-Most people just create something for the web and move
it over, not ideal
-Self Service platform tools like medialets do it well
-Creative is more important in a tablet environment, aids
brand awareness
31 percent of survey respondents said they saw a trailer on their mobile phone in the past six months, and when asked whether they viewed ads before trailers, 83 percent said they had with 61 percent watching the ad to the end in order to get to the trailer.
Mobile Creative 101
Vertical Success
Entertainment Ads typically introduce new releases with the goal of building awareness and driving ticket sales.
• Expandable ad formats represent 66% of all entertainment ads
• 69% of entertainment ads were smartphone ads.
• Components most often used include:
• video (60%)
• photo gallery ( 33%)
• games (33%)
• Get tickets (42%)
• Social buttons (25%)
• Engagement is high for games (17%) and video (12.4%).
Footloose
Footloose
Footloose
Targeting - Case Study: HTC
• Major HTC device launch Q2 2012
• Used TV Accelerator to identify brand target on TV, PC and Tablet
• Delivered video and display across screens
Cross-Screen Impact: Purchase Intent
CONTROL
TEST
16.5%
9.0%
PURCHASE INTENT
VIZU N = 221
83% LIFT
Collective delivers winning multi-screen strategy for leading U.S. cookie brand
• Re-brand and re-launch cookie company product• Increase overall awareness• Drive purchase intent• Use video to heighten interest
• Moms on the go• Always on approach • Every hour of the day • Reach them across all of their devices
Measurement: Vizu & DimeStore
Goals
Target
Reccomendation
Day part - Case study : Cookies Inc.
• Banner
• Video Pre-Roll
• Targeting for Oreo Fudge Creme’s
Audience
• Mom focused Content Channels
• Daypart target with Mobile Video to reach
mom’s when they are most likely to be
engaged
Collective delivers winning multi-screen strategy for leading U.S. cookie brand
• Re-brand and re-launch cookie company product• Increase overall awareness• Drive purchase intent• Use video to heighten interest
• Moms on the go• Always on approach • Every hour of the day • Reach them across all of their devices
Measurement: Vizu & DimeStore
Goals
Target
• 16.4% overall campaign lift
• 17.4% online video lift
• 15.9% overall lift in display
• 81% mobile lift
Results
Case study : Cookies Inc.
EXECUTION:
Collective selected for its sophisticated offering with intelligent targeting across multiple screens
6:00 am - 9:00
am
4:00 pm - 8:00
pm
6:00 pm - 11:00
pm
Case study : Cookies Inc.
Select what you need to best drive marketing goals
Audience Targeting (Behavior, TV viewing,Demo, Geo, etc.)Display, Rich Media, Pre-Roll, Video, etc.Multi-Screen (Online, Tablet, Smartphone, connected TV, etc.)
Rich Media units (Select best experiencePer multi-screen target)
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Collective Video is Video