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AD-Online Video-V12

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adroitdigital.com 
ONLINE VIDEO 
LOOK WHO’S 
WATCHING NOW 
A SNAPSHOT OF HOW CONSUMERS 
INTERACT WITH ONLINE VIDEO 
CONTEN...
Contents 
Introduction 3 
Objectives & Methodology 4 
Major Findings 5 
Demographics 6 
Survey 7 
Conclusion 18 
About Adr...
Introduction 
On August 1, 1981, MTV aired its first video, The Buggles “Video Killed the Radio Star.” 
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  1. 1. adroitdigital.com ONLINE VIDEO LOOK WHO’S WATCHING NOW A SNAPSHOT OF HOW CONSUMERS INTERACT WITH ONLINE VIDEO CONTENT AND ADVERTISING
  2. 2. Contents Introduction 3 Objectives & Methodology 4 Major Findings 5 Demographics 6 Survey 7 Conclusion 18 About Adroit Digital 19 Contact Us 19 adroitdigital.com NOLIEN VIDEO
  3. 3. Introduction On August 1, 1981, MTV aired its first video, The Buggles “Video Killed the Radio Star.” Fast-forward to 2014 and radio is still very much alive and well, although it has transformed. Interestingly, both radio and video (broadcast/cable television) are currently undergoing what some might call radical changes. Digital entrepreneurs and the rapid consumer adoption of new technologies have driven both of these advertising mainstays onto the Internet, and not by their choice. Radio and the music publishing industry saw the first shot come across their bow with Napster. Broadcast and cable TV now have a similar situation on their hands with the likes of Aereo and other innovative content providers and over-the-top (OTT) devices. The impact of this shift is so profound that the United States Supreme Court will soon rule on how copyright protected video content can be distributed. This represents a potentially major blow to broadcasters—specifically related to their revenue stream from royalties, distribution fees, and advertising. However, this may turn out to be a major win for consumers. They will find themselves squarely in the driver’s seat when it comes to what, when, and where they’ll consume their audio and video content, including how they’ll pay for it and the amount of advertising to which they choose to be exposed. In this shifting landscape, where does this leave broadcasters/content providers and the advertisers that depend on them to reach their audiences? The good news for advertisers is video consumption is on the rise. Much like video didn’t kill the radio star, online/on-demand video won’t kill network television or the distribution networks (cable, satellite, and local affiliates) that deliver their content. According to eMarketer’s recent report on US media consumption, overall daily media consumption has risen over 20% from 2010 to 2014. When the focus is narrowed to video only, the story is more dramatic. While TV consumption has grown slightly over 1% in the same period, digital video consumption (online and mobile) has increased over 900%* (this with the caveat that the starting data point is very small). According to eMarketer, “Americans own more devices than ever before, and they are spending increasing amounts of time with them collectively.”* These devices have opened up an entirely new space for simultaneous media usage. From an overall major media perspective, this all becomes a game of dollars and cents. Who will win the race is far from being determined. But these changes will have a lasting effect on advertisers and how they approach reaching audiences through various video channels across multiple screens, all enabled by new technologies. adroitdigital.com NOLIEN VIDEO 3
  4. 4. Objectives & Methodology To gain insight into how consumers view online video content and advertising versus broadcast television, Adroit Digital conducted a study to ask viewers how they approach video consumption and their thoughts on video advertising. The insights gained in the survey are meant to assist agencies and brands in evaluating how their current video strategy and offering align with how consumers watch video content in the multi-screen universe. The study was fielded from April 17 through April 21, 2014. The survey targeted a random sample of United States consumers who self-identified as 18 years of age or older and owning a television, smartphone, and personal computer or laptop. The study garnered 2,000 completed surveys. adroitdigital.com NOLIEN VIDEO 4
  5. 5. Major Findings • 63% of our respondents said that if an online provider could satisfy their broadcast TV viewing needs, they would cancel their cable subscription. Men appear to be more likely to cut the cord than women, 67% compared to 57% respectively. 66% of 18–24-year-olds would cut the cable cord. This number decreases with those 45 and over at 51%. • 68% of all viewers surveyed are consuming video content from YouTube; 51% are consuming video content from live television broadcasts, and, almost equal to TV, 49% are consuming video content from Netflix. Women are bigger Netflix viewers than men, 56% to 43% respectively. • 59% of all respondents believe their TV set is transforming into an overgrown monitor for their self-selected content viewing. Men and young adults have a stronger belief in this transformation than do women or older adults. 69% of men believe their TV is becoming more like a monitor for self-selected programming compared to 51% of women. 63% of those 18–24 believe the same. It is only in the 45+ age group that the minority, 47%, holds this belief. • 36% of all respondents indicated that more than half of their video consumption is on-demand as opposed to live broadcast television. 13% of all respondents watch more than 75% of their video content on-demand. 35% of 18–24-year-olds compared to 32% of those 45 and over are consuming more than half of their video consumption from an on-demand source. • 28% of respondents indicated they consume 15 or more hours of streaming video content through a game console or web TV device weekly. When it comes to power-watchers (those watching 15 hours or more of streaming video content per week), those ages 35–44 are the largest consumers of streamed video at 33%. • 68% of respondents would be more influenced by a short video than a text-based ad when seeking new product information. 70% of men compared to 64% of women, and 72% of those 18–24 compared to 62% of those 45 and over, would be more influenced by a short video compared to a static or text-based piece of content. • 51% of all respondents indicated when watching a 30-minute recorded or on-demand program that they are more likely to watch the entire program including commercials than not. • 56% of all respondents indicated they skip online video ads most of the time. However, 20% don’t skip online video ads most of the time. 24% let the online video ad content determine if they would skip the ad. • 75% of our respondents indicated that there is someone else in their home accessing video content at the same time they are via different devices oftentimes or sometimes. 30% indicated there are often others viewing at the same time they are. • 46% of respondents indicated 15 seconds or under as the optimal length for a video advertisement. 35% indicated the optimal length to be 16 to 30 seconds. The minority, 19%, believed 31 seconds or over was the optimal length. adroitdigital.com NOLIEN VIDEO 5
  6. 6. Demographics Gender 43% 57% AGE 43% Web enabled device (Apple TV, Chromecast, 70% 30% Men 28% Women 32% Base: n=2,000 Sums may not equal 100 due to rounding Male Female 15% 34% 37% 14% 10% 30% 30% 30% 18–24 16% source adroitdigital.com NOLIEN VIDEO 6 WOMEN 77% 35+ 5% MEN 25% WOMEN 38% 35–44 35% 18–24 25–34 35–44 45+ Netflix Roku, game console) Other online streaming YouTube Live television 49% 68% 25% 22% 51% Less than 1 to 10 10 to 30 More Less than 1 minute 1 to 10 minutes 10 to 30 minutes More than 30 minutes Men Women 56% DVR Male Female 15% 34% 37% 14% 10% 30% 18–24 16% 18–24 25–34 35–44 45+ 25% Less than 1 minute 1 to 10 minutes 34% 37% 14% 10% 18–24 16% 35+ 5% MEN 25% WOMEN 38% 18–24 25–34 35–44 45+ Less than 1 minute 1 to 10 minutes 10 to 30 minutes More than 30 minutes
  7. 7. Web enabled device (Apple TV, Chromecast, source DVR How many hours do you spend per week consuming online or streamed video content through a game console or web TV device (Apple, Roku, Chromecast)? 30% 40% 28% of respondents indicated they consume fifteen or more hours a week of streaming video content through a game console or web TV device. Men are more likely than women to consume between five and fifteen hours weekly of streaming content, 38% to 35% respectively. When it comes to power-watchers (those watching 15 hours or more of streaming video) by age group, those ages 35–44 are the largest weekly consumers of streamed video at 33%. Both the youngest respondents, ages 18–24, and the oldest respondents, age 45 and over, fell on the lower end of the power-watcher scale at 24% each. It appears all eyes are on streaming video. The question is, are advertisers keeping their eyes on the ball? Most of the time I skip it Most of the time I don’t skip it Depends on the ad From which sources do you consume video content? Advertisers may be well-advised to spread their video advertising dollars outside of live television broadcasts. 68% of all viewers surveyed are consuming video content from YouTube; 18–24 51% 16% are consuming video content from live television broadcasts; and 49% are consuming video content from Netflix. Men and women select video content from different sources. They both indicated approximately the same level of consumption for live television. However, when it comes to Netflix and DVR content, there is a marked difference between women and men. Women are heavier viewers of Netflix, 56% compared to 43% of men. Women more than men are also using DVRs as a video content source, 32% to 28% respectively. TO TV OR NOT TV, THAT IS THE QUESTION IS BROADCAST TV READY TO SHARE THE SPOTLIGHT? 30% 40% 11% 43% Web enabled device (Apple TV, Chromecast, 30% Men 28% Women 32% 8am–12pm 12pm–4pm 4pm–8pm 8pm–12am source 13% Men 38% 20% 30% 37% 0–5 5–15 15–30 30+ 35% Netflix Roku, game console) Other online streaming YouTube Live television Watch in entirety Skip through ads 49% 51% By myself With or family 30% 70% 45+ 53% 17% 18–24/45+ 24% 35–44 33% 37% Less than 1 minute 1 to 10 minutes 10 to 30 minutes More than 30 minutes 18–24 64% 35–44 50% 25–34 24% 56% 20% 24% Women 35% Male Female 43% 57% 15% 34% 37% 14% 10% 30% 30% 30% 77% 35+ 5% MEN 25% WOMEN 38% 35–44 35% 18–24 25–34 35–44 45+ Netflix Roku, game console) Other online streaming YouTube 70% Live television 49% 68% 25% 22% 51% Less than 1 to 10 minutes 10 to 30 More than Less than 1 minute 10 30 minutes 1 to 10 minutes More than 30 minutes Men Women 56% DVR Base: n=2,000 Sums may not equal 100 due to rounding adroitdigital.com NOLIEN VIDEO 7
  8. 8. Men 43% Web enabled device (Apple TV, Chromecast, 70% 30% Men 28% Women 32% 11% 17% Men 38% Base: n=2,000 Sums may not equal 100 due to rounding 37% How long do you spend watching any one piece of video content on average? 10% 30% 30% 30% 18–24 16% 35+ 5% MEN 25% WOMEN 38% 35–44 35% When it comes to how long a viewer will watch any one piece of video content, the answer seems unclear for advertisers as to what should be the optimal length for engagement. Our survey respondents indicated a fairly even spread across how long varying lengths of video content hold their attention. The majority of all respondents were split into thirds across categories from 1 minute to more than 30 minutes. The minority, 10%, stop viewing in less than one minute. Women are more likely than men to consume one piece of video content for more than 30 minutes with 38% compared to 25%. 18–24-year-olds indicated the greatest likelihood to tune out in under sixty seconds at 16%. This number drops to 5% in those 35 years of age and older. Those respondents 35–44 seem to have the greatest interest in staying tuned in. 35% of this group indicated on average they will watch a single piece of video content for more than 30 minutes. source adroitdigital.com NOLIEN VIDEO 8 18–24 25–34 35–44 45+ 40% 0–5 5–15 15–30 30+ 35% Netflix Roku, game console) Other online streaming YouTube Live television 49% 68% 25% 22% 51% Watch in entirety Skip through ads 49% 51% Most of the time I skip it Most of the time I don’t skip it 45+ 53% 18–24/45+ 24% 35–44 33% 37% Less than 1 minute 1 to 10 minutes 10 to 30 minutes More than 30 Less than 1 minute 10 to 30 minutes 1 to 10 minutes More than 30 minutes 56% 24% Women 56% DVR Women 35% IT’S ALL ABOUT TIMING
  9. 9. Women Women Web enabled device (Apple TV, Chromecast, 10% source 17% 28% Men DVR 18–24 16% Men 38% 24/45+ 24% 35–44 33% 37% 11% Most of the time I skip it Most of the time I don’t skip it Depends on the ad 40% 30% Less than 1 minute 1 to 10 minutes ONLINE 9 YouTube Chromecast, TV, Apple enabled (online streaming 70% THE AUDIENCE IS SPLIT Men 43% 30% Are you more likely to watch a 30-minute recorded/on-demand show in its entirety including ads, or are you more likely to skip through ads and watch the recording in segments? 40% Men 38% Men 28% Women 32% For all the conjecture that no one watches commercials anymore, our respondents seem to indicate otherwise. 11% 17% Web enabled device (Apple TV, Chromecast, source When asked if our respondents watch commercials or skip them while viewing a recorded/on-demand show, the majority, 51%, said they watch the show in its entirety, including commercials. The only group that indicated they skip ads the majority of the time are those aged 45 and over, at 53%. JUST SKIP IT If given the option to skip an Internet video ad, how often do you skip it? 17% Men 38% When it comes to online video ads, our respondents appear to be more willing to bypass an ad than they are with recorded/11% on-demand content. 56% of all respondents indicated they skip online video ads most of the time. However, 20% don’t skip online video ads most of the time. 18–24-year-olds are most likely to skip online video ads most of the time, 64%, and those age 35-44 are least 8am–likely to 12pm skip online video ads most of the time at 50%. 12pm–4pm 13% 20% Adults 25–34 are the age group least likely to skip online 4pm–video 8pm ads most of the time at 24%. 8pm–12am Base: n=2,000 Sums may not equal 100 due to rounding 40% 30% 37% adroitdigital.com NOLIEN VIDEO 0–5 5–15 15–30 30+ 35% Web Roku, game Other Live television Watch in entirety Skip through ads 49% 51% By myself With friends or family 30% 70% 45+ 53% 18–24/45+ 24% 35–44 33% 37% Less than 1 minute 1 to 10 minutes 10 to 30 minutes More than 30 minutes 18–24 64% 35–44 50% 25–34 24% 56% 20% 24% Women 35% 30% 40% 8am–12pm 12pm–4pm 4pm–8pm 8pm–12am 13% 20% 37% 0–5 5–15 15–30 30+ 35% Netflix Roku, game console) Other online streaming YouTube Live television 49% Most of the Most of the Depends on 18–35–44 25–34 24% 56% 20% 24% 35% 30% 30% 30% 35+ 5% MEN 25% WOMEN 38% 35–44 35% 40% 0–5 5–15 15–30 30+ 35% Netflix Roku, game console) Other online streaming YouTube Live television 49% 68% 25% 22% 51% Watch in entirety Skip through ads 49% 51% Most of the time I skip it Most of the time I don’t skip it Depends on the ad 45+ 53% 18–24/45+ 24% 35–44 33% 37% Less 1 to 10 to More Less than 1 minute 1 to 10 minutes 10 to 30 minutes More than 30 minutes 18–24 64% 35–44 50% 25–34 24% 56% 20% 24% Women 56% DVR Women 35%
  10. 10. 30% 41% Base: n=2,000 Sums may not equal 100 due to rounding What time of day are you most likely to consume video content? When asked what time of day our respondents are most likely to consume video content, over two-thirds, 67%, said they are most likely to consume video content from 4pm to 12am. 40% 30% Are you more likely to be consuming video content by yourself or with others such as friends or family? Viewing video content seems to be a one-man or one-woman show. 70% of our respondents usually consume video content by themselves. 30% like to share their video moments with friends or family. Most of the time I skip it Most of the time I don’t skip it Depends on the ad 18–24 64% 35–44 50% 30% 37% 63% adroitdigital.com NOLIEN VIDEO 10 8am–12pm 12pm–4pm 4pm–8pm 8pm–12am 13% 20% 37% By myself With friends or family 30% 70% 25–34 24% 56% 20% 50% 45% Rarely Never 30% Oftentimes Sometimes 9% 16% Men 32% Women 27% No Yes MEN 67% WOMEN 57% 18–24 66% 45+ 51% 41% 59% 40% 8am–12pm 12pm–4pm 4pm–8pm 8pm–12am 13% 20% 37% 30% 50% 32% 35% 33% 21% 31% 31% 33% 35–44 50% 25–34 24% 20% 50% 45% Rarely Never Oftentimes Sometimes 9% 16% Men 32% Women 27% 37% MEN WOMEN 45% 18–24 36% 35–44 41% 45+ 42% 25–34 39% LET THE VIEWING BEGIN ONE IS THE LONELIEST NUMBER
  11. 11. HOME ALONE? Are there other people in your home accessing video content at the same time you are from different devices? When it comes to a multi-screen, multi-room viewing household, are there several video screens running at any given time? 75% of our respondents indicated that there is someone else in their home accessing video content at the same time they are via different devices sometimes or oftentimes. 30% indicated there are often others viewing at the same time. It appears men are more likely to have viewing companions in the house compared to women, 32% and 27% respectively. 30% 41% adroitdigital.com NOLIEN VIDEO 11 40% 8am–12pm 12pm–4pm 4pm–8pm 8pm–12am 13% 20% 30% 37% 50% 20% 50% 45% Rarely Never Oftentimes Sometimes 9% 16% Men 32% Women 27% MEN WOMEN 45% 18–24 36% 35–44 41% 25–34 39% Online media consumption is driving advertisers toward video ads Base: n=2,000 Sums may not equal 100 due to rounding
  12. 12. 4pm–8pm 8pm–12am CABLE CAN GO 30% If you could have all your broadcast TV needs satisfied with an online provider like Aereo/ SkitterTV/NimbleTV, would you cancel your cable subscription? The worlds of video and broadcast TV are rapidly evolving. With more viewing options being introduced to consumers every day, the need for a cable subscription for viewing may become much less of a priority. 30% 63% of our respondents said if their broadcast TV needs could be satisfied by an online provider, they would cancel their cable subscription. Men appear to be more likely to cut the cord than women, 67% compared to 57% respectively. It’s possible our youngest respondents, 18–24, are more likely than our oldest respondents, 45 and over, to view cable as less of a priority. 66% of 18–24-year-olds would cancel their cable. This number decreases with those 45 and over at 51%. 37% 63% Base: n=2,000 Sums may not equal 100 due to rounding NOLIEN VIDEO 12 Sports and outdoors and beauty Health and fitness adroitdigital.com 37% MEN 69% WOMEN 51% 18–24 63% 45+ 47% By myself With friends or family Fashion Automotive Food and wine Lifestyle News and current events 50% 32% 35% 33% 21% 31% 31% 33% 50% 45% Rarely Never Oftentimes Sometimes 9% 16% Men 32% Women 27% No Yes MEN 67% WOMEN 57% 18–24 66% 45+ 51% MEN 41% WOMEN 45% 18–24 36% 35–44 41% 45+ 42% 25–34 39% Yes No 41% 59%
  13. 13. Sports and outdoors and beauty Health and fitness Base: n=1,044 Sums may not equal 100 due to rounding adrroiittdiigiittall..ccom ONONLLIINENE VIIDEEOO 113 13 WHAT’S WITH THE BIG MONITOR ON THE WALL? Do you believe your main TV is transforming into a monitor for the content you self-select to view from an online or web enabled device? With the advent of on-demand programming and over-the-top (OTT) options like video-from-web ready TVs, web TV boxes, and game consoles, the viewer is almost completely in control. The only content holdout has been the major networks, and Aereo is currently challenging them. Of all of our respondents, 59% believe their TV set is becoming more like a monitor for the content they choose to watch, as opposed to linear TV. Men and young adults have a stronger belief in this transformation than do women or older adults. 69% of men view their TV as a monitor compared to 51% of women. 63% of those 18–24 believe the same. It is only in the 45+ age group that the minority holds this belief at 47%. MEN 69% WOMEN 51% 18–24 63% 45+ 47% Fashion Automotive Food and wine Lifestyle News and current events 50% 32% 35% 33% 21% 31% 31% 33% 13% 46% 35% 6% 1 to 15 seconds 16 to 30 seconds 31 seconds to 1 minute More than 1 minute Rarely Never Oftentimes Sometimes 9% 16% Women MEN 67% WOMEN 57% 18–24 66% 45+ 51% MEN 41% WOMEN 45% 18–24 36% 35–44 41% 45+ 42% 25–34 39% Yes No 41% 59%
  14. 14. Online video is increasing overall media consumption MEN 69% WOMEN 51% 18–24 63% ONLINE 14 WHERE TO TUNE IN In what content categories are you most likely to respond to online video ads? The odds appear to be in favor of advertisers taking advantage of video ad units. When asked in which content category our respondents were most likely to respond to an online video ad, there doesn’t appear to be a clear-cut content champion. 30% The top categories, overall by a narrow margin, are health and fitness, 35%; tied for the second spot are sports and outdoors along with news and current events, 33%; and third, fashion and beauty, 32%. Tops across the sexes and ages are for men, sports and outdoors, 41%; women, fashion and beauty, 45%; 18–24, sports and outdoors, 36%; 25–34, health and fitness, 39%; and with those 35–44 and 45 and older, it is news and current events, at 41% and 42% respectively. 50% 32% 35% 33% Sports and outdoors and beauty Health and fitness Fashion Base: n=2,000 45+ 47% 21% 31% 31% Automotive Food and wine 33% Lifestyle News and current events 37% 63% adroitdigital.com NOLIEN VIDEO 6% 50% 45% Rarely Never Oftentimes Sometimes 9% 16% Men 32% Women 27% No Yes MEN 67% WOMEN 57% 18–24 66% 45+ 51% MEN 41% WOMEN 45% 18–24 36% 35–44 41% 45+ 42% 25–34 39% Yes No 41% 59%
  15. 15. and outdoors Automotive Food and Sports Lifestyle News and current Video content marketing has become an increasingly high priority for businesses** ONLINE 15 Sports and outdoors and beauty Health and fitness 60 SECONDS IS A LONG TIME To be effective, what is the optimal length of a video ad? If advertisers want their video ads to leave viewers with a positive brand experience, less may be more. When asked what the optimal length is for a video ad, 46% of respondents indicated 15 seconds or under is the answer. 35% indicated the optimal length to be 16 to 30 seconds. The minority, 19%, felt 31 seconds or over was the optimal length. and beauty Health and fitness Fashion 18–24 35% adroitdigital.com NOLIEN VIDEO events 13% 46% 35% 6% 1 to 15 seconds 16 to 30 seconds 31 seconds to More than 1 36% 64% Video content Text content MEN 69% WOMEN 59% 18–24 68% 45+ 58% 32% 50% 36% 13% 23% 28% 45+ 32% 69% WOMEN 51% 18–24 63% 45+ 47% Fashion Automotive Food and wine Lifestyle News and current events 13% 46% 35% 6% 1 to 15 seconds 16 to 30 seconds 31 seconds to 1 minute More than 1 minute 36% 64% Video content Text content MEN 69% WOMEN 59% 18–24 68% 45+ 58% 32% 68% Short video Text content 50% 35% Base: n=2,000 Sums may not equal 100 due to rounding
  16. 16. 36% 64% 18–24 35% Base: n=2,000 Sums may not equal 100 due to rounding Base: n=1,000 Sums may not equal 100 due to rounding ONLINE 16 Sports and outdoors and beauty Health and fitness HOW DO YOU DO THAT? When you’re searching for “how-to” information, are you more likely to search for video content or text content? Sports and outdoors and beauty Health and fitness When it comes to teaching an old dog new tricks, how-to information seems to be breaking the rules. The old how-to guide has been replaced by the how-to video. Traditionally, when searching for information on how to accomplish a task or find instructions, it has been a text-based search dating back to the library and, until recently, the text-based web. Online video seems to have changed something very old into something new. 64% of all respondents go to a video source to find how-to information as opposed to a text-based approach. Men seem to be more visual than women, with 69% compared to 59% being more likely to use a video source for how-to. Those 18–24 compared to those 45 and older are also more likely to choose a video at 68% compared to 58%. VIDEO IS THE WAY When seeking out new product information, would you be more influenced by a short video (15 seconds) or a text-based piece of content? When seeking new product information, the majority of our respondents, 68%, would be more influenced by a short video than by something text-based. 70% of men compared to 64% of women, and 72% of those 18–24 compared to 62% of those 45 and over, would be more influenced by a short video compared to a static or text-based piece of content. 35% 18–24 35% 18–24 35% adroitdigital.com NOLIEN VIDEO Video content Text content MEN WOMEN 18–24 45+ 58% 50% 36% 51–75% 76–100% 0–25% 26–50% 13% 23% 28% 45+ 32% 13% 35% 1 to 15 seconds 16 to 30 seconds 31 seconds to 1 minute More than 1 minute 36% 64% Video content Text content MEN 69% WOMEN 59% 18–24 68% 45+ 58% 32% 50% 36% 51–75% 76–100% 0–25% 26–50% 13% 23% 28% 45+ 32% MEN 69% WOMEN 51% 18–24 63% 45+ 47% Fashion Automotive Food and wine Lifestyle News and current events 32% 21% 31% 31% 13% 46% 35% 6% 1 to 15 seconds 16 to 30 seconds 31 seconds to 1 minute More than 1 minute 36% 64% Video content Text content MEN 69% WOMEN 59% 18–24 68% 45+ 58% 32% 68% Short video Text content MEN 70% WOMEN 64% 18–24 72% 45+ 62% Fashion Automotive Food and wine Lifestyle News and current events 13% 46% 35% 6% 1 to 15 seconds 16 to 30 seconds 31 seconds to 1 minute More than 1 minute 36% 64% Video content Text content MEN 69% WOMEN 59% 18–24 68% 45+ 58% 32% 68% Short video Text content MEN WOMEN 45+ 50% 36% 23% 28% 45+ 32%
  17. 17. 18–24 35% Americans own more devices than ever before, and they are spending increasing amounts of time with them collectively.* ONLINE 17 IS IT LIVE OR IS IT MEMOREX? Of all your video consumption, what percentage is on-demand as opposed to live broadcast television? 36% of all respondents indicated that more than half of their video consumption is on-demand as opposed to live broadcast television. 13% of all respondents watch more than 75% of their video content on-demand. In looking across the results by sex and age groups, there seems to be little difference in the division of broadcast versus on-demand. One may expect to see a larger delta between those 18–24 and those 45 and over. 35% of 18–24-year-olds compared to 32% of those 45 and over are consuming more than 50% of their video consumption from an on-demand source. adroitdigital.com NOLIEN VIDEO MEN WOMEN 18–45+ 58% 50% 36% 51–75% 76–100% 0–25% 26–50% 13% 23% 28% 45+ 32% Base: n=1,000 Sums may not equal 100 due to rounding 2,000 Sums may not equal 100 due to rounding
  18. 18. Conclusion It’s clear the way viewers are consuming video content is shifting quickly. The phrase “video content” in and of itself is a strong indication the worlds of online, broadcast, and cable TV are on a collision course. What traditionally has been thought of as programming is now just another form of digital content. The big collision won’t be about the content. It will be about what supports the content— advertising. Currently, US advertisers are spending in excess of $65 billion annually on television advertising.^ For brands, television advertising is a tried and true formula for reaching consumers with a known and trusted measurement system established over decades. In the digital world, it has taken online advertisers slightly over a decade to effectively market, sell, and measure digital ads to secure digital dollars with a system that brands understand and accept. It’s inevitable there will be dollars traditionally spent on broadcast and cable that will transition to digital dollars for video content. This brings to the forefront another term—“digital dollars,” or advertising dollars. The shifting eyes and viewing preferences of consumers are going to force television advertisers to quickly define a unified digital strategy to keep up with viewers. To accommodate this transition, the division of church and state—traditional and digital advertising strategies—is going to have to change faster than advertisers will be comfortable doing. To be successful in this brave new world of digital video content, advertisers and publishers/ broadcasters will have to wade into a quagmire of technology solutions with which they are more than likely unfamiliar and unequipped to conquer on their own. Simply getting the inventory supply up and running to be sold efficiently and effectively at a price floor that will satisfy publishers/broadcasters will be a big feat. Establishing a trusted measurement system to satisfy advertisers who control the dollars is another looming challenge. With a world of uncertainty ahead and the rate of change affecting the world of video and video advertising, one thing is certain—there won’t be a dull moment. Agencies, brand advertisers, broadcasters/publishers, cable systems, and ad tech suppliers all need to fasten their seatbelts, hold on to one another, and be prepared for the ride of a lifetime. Let the ride begin. adroitdigital.com NOLIEN VIDEO 18
  19. 19. About Adroit Digital At Adroit Digital, we believe people move technology, not the other way around. Our team of programmatic experts uses human insights, our exclusive data set, and unmatched media access to intelligently drive marketing performance. We work hard to delight our customers every day. We have offices in New York, Boston, Los Angeles, Chicago, and San Francisco. Contact Us For press inquiries, please contact Marci Stone, marci@matternow.com Matter Communications For sales inquiries, please contact hello@adroitdigital.com (855) 6-ADROIT Sources: * eMarketer, US Time Spent with Media: The complete eMarketer forecast for 2014 http://www.emarketer.com/Article/Mobile-Continues-Steal- Share-of-US-Adults-Daily-Time-Spent-with-Media/1010782 ** Karcaewski, T., Content Standard, Online Media Drives Advertisers Toward Video Ads, May 2014 http://www.skyword.com/contentstandard/ news/online-media-consumption-drives-advertisers-toward-video-ads/ ^ Perlberg, Steven. Wall Street Journal, Digital Ad Revenue Skyrockets, But Still Lags TV. April 10, 2014. http://blogs.wsj.com/cmo/2014/04/10/ internet-ad-revenues-iab/ All registered trademarks and logos contained herein are the sole property of their respective owners. adroitdigital.com 19

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