The document discusses the convergence of television and online video. It notes that viewers are spending more time watching video on multiple devices and less time watching traditional television. This is driving changes in how advertising is delivered across television and online platforms. Marketers need to prepare for this convergence by developing campaigns that can span both television and online video.
35. TV is a geography. A place. A function.
It is not just a box in the corner of the room.
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36. Average 65 year old
14
Years watching video
content during lifetime
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37. โ
The new broadband population in
certain countries prefer PCs over TVs
for watching their video content.
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โ
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38. OVER 3/4 OF GLOBAL CONSUMERS
WATCH ONLINE VIDEO โ WHETHER
PCs, CONNECTED TVs OR MOBILE
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39. Connected TV
87%
noticed ads
on streaming
48%
stream content on their TV
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40. Consumption Shift of 1st Screen
Game Consoles
DVD
DVR
Live TV
5
Live TV on slow decline
4
3
DVR significantly increasing
1
0
2009
2010
Game Console streams overtaking DVD
2011
2012
Source: Nielsen
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42. Global Shipments
>1bn
mobile devices in 2013 alone
that are video enabled
PC Shipments DOWN 13.9%!
Source: IDC
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43. 50%
Tablet users watch video content
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45. 91%
Internet Traffic will be video by 2014
(It made up about 40% in 2012!!)
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46. โ we see an increasing blur between
the TV set and the PC,
with on-demand content flowing
seamlessly between the twoโ
Charlie Ponsonby, Simplify Digital on why higher speeds
would drive changes in the way people use the web.
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47. watch & cook
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51. Focus on
inStream
โVideo advertising continues to
attract new ad spending from
brands because it generates
greater audience attention than
other digital ad formats,โ
David Hallerman,
eMarketer principal analyst
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52. US Online Ad Growth (Billions)
Rich Media
12
Online Video
Standard Ads
10
8
6
4
2
0
$7.7
2010
bn
2011
2012
2013
โข Rich Media growth is stagnating
โข Online video is set to explode!!
2014
2015
eMarketer Q3 2011
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56. Global Ad Economy (Billions)
500
TV
Online
Mobile
375
26
156
250
5
27
125
17%
160
83%
0
35%
72
240
184
65%
2006
2011
2017
โข Mobile = online & online = TV
โข Difference between online + TV is narrowing
ZenithOptiMedia
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59. Ads viewed during TV shows are...
39%
more effective when watched online
Source: Nielsen
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60. Ads viewed during TV shows are...
85%
higher brand recall
Source: Nielsen
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61. Sales Lift Doubles
x2
Multiscreen video vs pure TV spots
Laurent Faracci, Reckitt Benckiserโs General Manager for Marketing
Wall Street Journal
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63. Television
Ordered on mobile
Read reviews
Saw product on TV
Searched online
Visited shop
online
touchpoints
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64. Modern Family Viewing
88%
use SmartPhone or Tablet whilst watching TV
DAILY
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65. Dual Screen Activities
What are Tablet and SmartPhone Users doing whilst watching TV?
0%
15%
30%
45%
60%
Checking Email
60%
Surfing for unrelated info
46%
Visiting Social Networking site
42%
Checking sports scores
30%
Looking up info related to content
29%
Looking up content related to Ad
19%
Looking for coupon/deal related to Ad
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13%
53
66. 25%
Consumers go online after seeing TV ad
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79. Towards Convergence
The present media reality
Mobile
TV
Social
Analytics
The maturity of television
and the quality of video assets
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Online
The dynamics of online
and the plethora of data
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80. And true convergence is the marriage
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81. TV Spots meet Online Advertising
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