digiday video: yume workshop: video screen equality and the 5w's of connected tv
DESCRIPTION
In today's consumer video viewing environment, screen fragmentation is a reality every media planner must face. A brand campaign's target audience is watching video on mobile, PCs, connected TVs and traditional linear TV at all times of the day. Which screen is the most emotional, which one garners the most attention, and which one has the best ad recall? On the heels of an in-depth consumer study, this session will discuss screen equality, who is connecting through their televisions, where, when and what they’re watching and, of course, why advertisers should be logging in. Moderator: Ed Haslam, svp, marketing, Yume @yumevideo Speakers: Brian Monahan, managing partner, Magna Global @Magnaglobal Larry Samuels, head of advanced TV, GroupM @GroupMWorldwideTRANSCRIPT
©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
©2011 YuMe. All rights reserved. 7
©2011 YuMe. All rights reserved. 8
Screen Type Matters, TV Lags Behind in Ad Recall
©2011 YuMe. All rights reserved. 9
With Screens, Size Does Matter
©2011 YuMe. All rights reserved. 10
Attention Levels all Relatively High
©2011 YuMe. All rights reserved. 11
The Key: Clutter
12©2011 YuMe. All rights reserved.
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:
©2011 YuMe. All rights reserved. CONFIDENTIAL
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
©2012 YuMe. All rights reserved. CONFIDENTIAL 23
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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