1

Challenges and Opportunities for Online/mobile

Audience Measurement

John Carey

Center for Communications Fordham Business Schools

Issues

Engagement Diversity of contexts for consuming media Cross media behaviors Interactivity Social media

The good old days

1950s

2

The socialization of the Web

3

4

Cat

Mobile Video and Web Use

5

Growth in Viewing of YouTube

0 5

10 15 20 25 30 35 40 45 50

Last month Last Week

2007 2008 2009 2010 2011 2012

Percent of All Online Consumers Who Watched YouTube...

Source: Arbitron Edison Research

On what devices are people watching online video?

0 10 20 30 40 50 60 70

Laptop/netbook

Desktop PC

Network-enabled Device with TV

Network Enabled HD-TV

iPhone

iPad

Smart Phone

Tablet

Responses of those who watch online video

Multiple devices could be checked off

Source: IDG 2011

Diversity of locations

6

Amtrak train DC to New York

7

8

Location-based services

Diversity of screen sizes and viewing distances

9

Small format portable video players Over-the-Top Streaming video from the Web to the TV

10

What devices are people using to connect online video to TV sets?

0 2 4 6 8 10 12 14 16 18 20

Video Game Consoles

PCs connected to TV

Connected Blu-Ray Players

Connected Smart TVs

OTT Set-Top Boxes

(Millions of households)

Multiple devices could be checked off

Source: Forrester Research 2011

Diversity of image quality

11

Older mobile phones have poorer quality images Video does not display

well on a Blackberry

‘Holding’ small devices

12

Group viewing

13

Mobile Phones and Children

Smartphone Ownership By Age

54

66 64 54

41

27

0

20

40

60

80

100

12-17 18-24 25-34 35-44 45-54 55-64

Source: Arbitron Edison Research 2012

Age

Percent in Age Group Who Own a Smartphone

14

Two-screen TV

15

16

17

Syrian militia at a house in Aleppa, Syria New York Times

Sync to Broadcast

18

Three, four, five-screen TV

19

Interactivity: Interactive Commercials

20

21

Social media: degrees and types of engagement

22

Viewers can comment about a game they are watching

Sports Channel Coca Cola

Viewers click through and learn the ‘secret’ of Coke in a fun game

Skittles

Viewers create ad campaign for Skittles

Southwest Air

Viewers create videos about the product and can win prizes

23

Interactions between social media and traditional media

Oprah builds shows around viewer tweets

Own TV Network

Some shows display selected tweets on the screen for all to see

Almost Every Day 44% Regularly, but not Daily 16 Sometimes 13 Rarely or Never 17 What’s Twitter? 11

Indirect Exposure To Tweets How often do you hear about tweets through media such as TV, radio, newspapers or websites other than Twitter?

Source: Arbitron Edison Research 2012

24

Viral videos that are played on news programs

Measurement alternatives

25

Source: Consumer Reports

Discussion