Digiday Video: Yume Workshop: Video Screen Equality and The 5W's of Connected TV
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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 @GroupMWorldwide
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Digiday Video: Yume Workshop: Video Screen Equality and The 5W's of Connected TV
- 1. The Fragmentation of Attention: How to Make Sense of a Multi-screen World 11.14.12 ©2011 YuMe. All rights reserved. CONFIDENTIAL
- 2. Yesterday: TV Is Dead, Long Live TV
- 3. Today: Living Room Is Full of Distractions
- 4. Tomorrow: Distractions Will Only Get Worse ( Or, become the norm…)
- 5. Digital Screen Fragmentation Source: IAB 2012
- 6. Video Screen Ownership Has Doubled ©2011 YuMe. All rights reserved. CONFIDENTIAL 5
- 7. ©2011 YuMe. All rights reserved. 6
- 8. Screen Type Matters, TV Lags Behind in Ad Recall ©2011 YuMe. All rights reserved. 7
- 9. With Screens, Size Does Matter ©2011 YuMe. All rights reserved. 8
- 10. Attention Levels all Relatively High ©2011 YuMe. All rights reserved. 9
- 11. The Key: Clutter ©2011 YuMe. All rights reserved. 10
- 12. ‘s lutter reative ontext ©2011 YuMe. All rights reserved. 11
- 13. 5W’s: The Who, What, When, Where, Why, and How of Connected TV Advertising Presentation to: June 2012 Connected TV Ecosystem Study #1001463 CONFIDENTIAL 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.
- 14. Nearly 90% Notice Ads » Of those, nearly 60 percent noticed pre-rolls ©2011 YuMe. All rights reserved. CONFIDENTIAL
- 15. Nearly 60% Prefer Ad-sponsored Short-form ©2011 YuMe. All rights reserved. CONFIDENTIAL 14
- 16. 71% Have Taken an Additional Step as a Result of an Ad » And 19% have actually purchased a product! ©2011 YuMe. All rights reserved. CONFIDENTIAL 15
- 17. How and Who? Console Blu-ray Smart TV Streaming Device Connectors Connectors Connectors Connectors 77% 34% 28% 25% Mean Age: 32.58 33.58 32.64 33.05 Gender: 58% male 63% male 64% male 59% male Race: 47% non-white 51% non-white 52% non-white 47% non-white HH Members: 1.8 Adults 2 Adults 2 Adults 1.8 Adults 58% Children 62% Children 67% Children 67% Children HH Income $75+ 27% 33% 36% 37% Pay TV: 85% 88% 88% 87% Green = highest rate Red = lowest rate
- 18. When? ©2011 YuMe. All rights reserved. CONFIDENTIAL 17
- 19. Where? ©2011 YuMe. All rights reserved. CONFIDENTIAL 18
- 20. Why? ©2011 YuMe. All rights reserved. CONFIDENTIAL 19
- 21. What? ©2011 YuMe. All rights reserved. CONFIDENTIAL 20
- 22. Thank You ©2011 YuMe. All rights reserved. CONFIDENTIAL 21
- 23. The World Is Watching Connected Video » 47 billion online videos » 2.5B Smartphones by 2015 » 500M Connected TVs by watched in Aug 2012 2015 » 8x growth in tablet users in » 87% of the US audience past 5 years -- 400M by 2015 » 1.8B in-home video devices watched a video online (1.4B connected) by 2016 80,000 70,000 60,000 In Petabytes 50,000 40,000 30,000 IP Video Traffic 20,000 10,000 Other Traffic 0 2009 2010 2011 2012 2013 2014 2015 Source: CISCO VNI; DisplaySearch; Informa Telecoms &Media; comScore ©2012 YuMe. All rights reserved. CONFIDENTIAL 22
- 24. We Spend More Time With Media Then Sleeping or Working ©2011 YuMe. All rights reserved. 23
- 25. We Are Constantly Connected, Mt. Prime-time is Still Tallest Media Peak ©2011 YuMe. All rights reserved. 24
- 26. Almost 1200 Ads/Day > 1 Ad Per Waking Moment ©2011 YuMe. All rights reserved. 25
Hinweis der Redaktion
- digiday video:larry - addressable and smart tv -- lighting up the program - convergence is now possible tv = digital … the whole is greater than the sum of its partsbrian - user experience and native capabilities of device = richer ad experience -- native ad experience -- native ad formats - ad value per screen is different
- The distinction between TV and digital video has blurred, we are watchingConnected Video across screens. Video advertising for brand advertisers was less complex, more streamlined, easier to execute and reach audiences at scale back in the days: One screen, one creative, prime-time ruled, limited to audience at home. There was only one: Screen, Content/Creative, Audience, Prime time. Those days are long gone for today’s brand advertisers.
- This is how living rooms look like today…Video is consumed on different screens and the living room is full of distractions.
- Growing number of device ownership will drive further digital screen fragmentation. For brands, reaching audiences in a multi-screen world is hard and won’t get any easier.
- Reaching audiences at scale with brand messages has evolved into a much more complex world of internet connected screens and fragmented audiences.Now it’s the connected video era, and it is much more complex given video consumption patterns. ”Connected Video” is multiple Digital screens, Day parts, Places & Settings, Content types & Content lengths. Key points to deliver on this slide (next 3 slide builds the problem – Screen fragmentation):Digital content consumption is complex and fragmentedFor brands, reaching audiences in a multi-screen world is hardFundamental shift in how audiences consume digital media
- Key points:There is more video traffic on the internet than any other kind of traffic and that trend is only acceleratingConsumption of video is no longer constrained to the PC. Virtually all devices with a screen are connecting to the internet and being used to consume video content.