ebuzzing social's primetime
DESCRIPTION
Ebuzzing Social has researched how online video is becoming the new primetime.TRANSCRIPT
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VIDEO: THE DIGITAL PRIME TIMEFEBRUARY 2013
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The time period when television or radio audience is the LARGEST.
The prime time for radio takes place early in the morning and in the evening for television.
PRIME TIME:
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REACH x QUALITY OF EXPOSURE =
HIGH DEMAND x LIMITED SPOTS =
IMPACT
HIGH PRICE FOR SPOT
Prime Time is a magic formula
FOR ADVERTISERS
FOR BROADCASTERS
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WHAT MAKES PRIME TIME?
REACH
QUALITY OF CONTACT
PEOPLE TALKING ABOUT IT
THE CRITERIA
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WATCHING ONLINE VIDEO IS A VERY POPULAR ACTIVITY
Source: ComScore, March 2012 Internet World Stats, March 2012
1,2 billion internet users watched 174 videos online in June 2012.
ONLINE VIDEO REACHED
37.5 MILLION UK INTERNET USERS, REPRESENTING
72%
1.2 BILLION INTERNET USERS WATCHED
174 VIDEOS ONLINE IN JUNE 2012.
OF THE TOTAL UK INTERNET AUDIENCE.
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0
5000
10000
15000
20000
25000
30000
Vimeo
Microsoft Sites
Yahoo! Sites
Perform Sports
Amazon Sites
Viacom Digital
BBC Sites
Facebook.comVEVO
Google Sites
29,890
11,667
8,330 7,480 7,156 5,986 5,497 4,676 4,083 3,898
TOP 10 ONLINE CONTENT VIDEO SITES BY TOTAL UNIQUE VISITORS (000)
Source: ComScore Video Metrix, UK Age 6+, January 2012
0
5000
10000
15000
20000
25000
30000
Vimeo
Microsoft Sites
Yahoo! Sites
Perform Sports
Amazon Sites
Viacom Digital
BBC Sites
Facebook.comVEVO
Google Sites
29,890
11,667
8,330 7,480 7,156 5,986 5,497 4,676 4,083 3,898
TOP 10 ONLINE CONTENT VIDEO SITES BY TOTAL UNIQUE VISITORS (000)
Source: ComScore Video Metrix, UK Age 6+, January 2012
SOCIAL MEDIA: BEST PLACE TO WATCH VIDEO
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*The Communications Market Report, 2012 Ofcom **ComScore, January 2012
38%OF UK ONLINE POPULATION*
Advertisers that spend all their budget on catch-up sites and instream narrow their potential reach.
CATCH-UP VIDEO INSTREAM
52%OF UK ONLINE 2POPULATION**
ALL STREAMS
100%OF UK ONLINE POPULATION
VIDEO IS ONE OF THE CONTENT STREAMS
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SOCIAL MEDIA IS ONE OF THE DIGITAL STREAMS
We no longer fear missing out on a program, but we do fear missing updates from our network.
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VIDEO IS THE MOST EFFECTIVE ONLINE FORMAT
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
SIMPLE FLASH RICH MEDIA ONLINE VIDEO
Purchase IntentBrand FavorabilityOnline ad awareness
5,497
2.4
1.8
3.2
0.7
0.2
1.5
0.70.4
1.1
LIFT IN % EXPOSED VS NON EXPOSED
Source: Dynamic Logic, 2012
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SIZE ACTION BY USER DISTRIBUTIONTYPE OF STREAM PLAY MODE
BANNER SIZE
PLAYER SIZE
FULL SCREEN
CHOICE OF AD BY USER
EXPAND
SKIP
SHARE
TARGETING
CAPPING
DEGREE OF EXCLUSIVITY
VIDEO STREAM
CONTENT STREAM
SOCIAL STREAM
AUTOPLAY
CLICK TO PLAY
ROLL OVER
WITH A LARGE RANGE OF DIFFERENT FORMATS
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INSTREAM IS NOT PERFORMING WELL ON INTENT
0
20
40
60
80
100
120
IN STREAM IN BANNER NON STANDARD
Visit the websiteGet more infoTalk about around youRecommendBuy
92100 99 96 96
84
112
9588
100105
95101
106103
IMPACT ON INTENT (100 = average for all formats and combination)
Source: IAB, June 2012
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TV’S DRAWBACKS WITHOUT THE BENEFITS OF DIGITAL
Online video advertising has to unlock the full potential of digital, rather than mimicking the TV advertising model.
▪ REACH ▪ QUALITY OF CONTENT ▪ THE REMOTE CONTROL!
▪ AUDIENCE ▪ SIZE OF INVENTORY ▪ TARGETING ▪ COST ▪ ENGAGEMENT
vs DIGITALvs TV
TV LIKE = PRE-ROLL IN VIDEO STREAM
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VIDEO ADVERTISING BEYOND PRE-ROLL
STANDING OUT
§ Eye catching formats§ Immersive experience§ Empowering user§ Premium publishers
SOCIAL STREAMS§ Ad as content§ Distribution by personal networks
MELTING IN
CONTENT STREAMS
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INT
EN
TIO
N
ATTENTION
ENGAGEMENT
IN-BANNER AUTOPLAY
PRE-ROLL
VIDEO INTERSTITIEL
IN-GAME
ROLL OVER
IN-CONTENTCLICK-TO-PLAY
IN-BANNERCLICK-TO-PLAY
THE MAGIC FORMULA FOR ENGAGEMENT
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VISIBILITY & IMPACT
IN CONTENT
CLICK TO PLAY
FULL SCREEN
USER CHOOSES AD
SELF TARGETED
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FULL BRAND IMMERSION
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CHOSEN FORMATS INCREASE AD AWARENESS
Source: The Pool 2012, ViVAKI
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ENGAGEMENT & ENDORSEMENT
SOCIAL STREAM
CLICK TO PLAY
SHARING CAPABILITY
PLAYER VISIBILITY
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VIDEO IS A SOCIAL CURRENCY
0
5
10
15
20
25
30
UKFRAVERAGEESDEIT
27.1%24.8% 23.5% 21.3%
12.6%
20.7%
AVERAGE EARNED
MEDIA
Source: Ebuzzing Social, March 2013
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The efficency of prime time is due to the fact that all the members of the family gather around the TV set to talk about a program and ads. Now we are chatterboxing…
SOCIAL BRINGS A
KEY INGREDIENT
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Source: TV Licensing UK, 2012
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SOCIAL MEDIA AS A BUZZ CHANNEL
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SUMMARY
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DIGITAL IS VERY YOUNG COMPARED TO TV
SO, THERE IS A BIG TEMPTATION TO WALK IN IT’S PATH.
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PEOPLE TALKING ABOUT IT
SINGLE SCREEN
LONG FORM OF CONTENT
LINEAR VIEWING
SHORT AD IN VIDEO STREAM
FORCED EXPOSURE
TARGETING BASED ON PROGRAM
SAME AD FOR ALL
OPPORTUNITY TO SEE
MULTISCREEN
SMALL FORM OF CONTENT
ON DEMAND VIEWING
AD IN CONTENT AND SOCIAL STREAMS
CHOSEN EXPOSURE
TARGETING CAPABILITIES
PERSONNALISATION
OPORTUNITY TO SEE AND SHARE
TV
DIGITAL
VIDEO HAS A DIFFERENT PATTERN TO TV
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VIDEO HAS CREATED A NEW MODEL...
Brands have an opportunity to move beyond exposure and deliver a bespoke experience to consumers.
VIDEO ADVERTISING STARTS WHERE TV ENDS.
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STILL PROVIDING METRICS FOR CROSS PLATFORM PLANNING
Combining cross-platform TV with online video adds an additional 4% of unduplicated reach for even the heaviest of TV campaigns.
Source: Videology, May 2012
CROSS-PLATFORM TV/VIDEO CAMPAIGN4% incremental research increase
74%
81%
78%
TV ONLY
TV + ONLINE VIDEO
TV + ONLINE VIDEO- unduplicated reach
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READY FOR PLAY TIME?
PLAY TVVIDEO AD FORMAT ON DEMAND
MULTI SCREENCHOSEN EXPOSURE
ENGAGEMENTVIDEO PLANNING
E GRP
ONLINE VIDEO TV
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VIDEO
HAS A NEW
PLATFORM.
OUT WITH THE OLD
IN WITH THE NEW!
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THANK YOU FOR YOUR TIME. THE GLOBAL EXPERT IN
SOCIAL VIDEO ADVERTISING