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Users watch what they want Broadcast          Cable         Online Video mass audience   niche audience    individuals    ...
When they want …Tivo Research(Sep 2012)Finds up to 72%ads skippedIPG/YuMe (May 2011) study found63% of TV ads are avoided ...
On whatever device …      Source: Google, August 2012 Multi-screen World-3-                                               ...
Audiences fragment …                              Since the mid                              80s broadcast                ...
Related Slideshares      The Biggest Lies of TV Advertising      By: Augustine Fou, May 1, 2012      Mythbusting Advertisi...
Dr. Augustine Fou – Agency Czar  “Broadcast media no longer commands the  large audiences which made it attractive to  adv...
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Audience Fragmentation by DVR OTT Oline Video by Augustine Fou

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Audience Fragmentation by DVR OTT Oline Video by Augustine Fou

  1. 1. Users watch what they want Broadcast Cable Online Video mass audience niche audience individuals ’80s-’98 ’99-’12 ’05-pres
  2. 2. When they want …Tivo Research(Sep 2012)Finds up to 72%ads skippedIPG/YuMe (May 2011) study found63% of TV ads are avoided or simply ignored. Nielsen (Dec 2010) estimates 44% of ads are not skipped – i.e. 56% of ads ARE SKIPPED
  3. 3. On whatever device … Source: Google, August 2012 Multi-screen World-3- Augustine Fou
  4. 4. Audiences fragment … Since the mid 80s broadcast networks share of the prime-time audience has plunged from 85% to less than 50% as audiences shifted to cable. Source: Nielsen 2007 … in search of more specific contentNovember 15, 2012 4
  5. 5. Related Slideshares The Biggest Lies of TV Advertising By: Augustine Fou, May 1, 2012 Mythbusting Advertising By: Augustine Fou, June 6, 2012.-5- Augustine Fou
  6. 6. Dr. Augustine Fou – Agency Czar “Broadcast media no longer commands the large audiences which made it attractive to advertisers, because of DVRs and OTT (over- the-top) video. Advertisers need to shift their marketing mix and find a new equilibrium with digital.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouMarch 2013 6 acfou@mktsci.com

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