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1615 outfront ken pearl

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  1. 1. VIDEO ADVERTISING CONVERGENCE What  Adver+sers  Think™     Speaker:  Ken  Pearl,  CEO     Outfront Conference April 2012 AdvertiserPerceptions.com
  2. 2. Adver&ser  Percep&ons  is  the  leader  in  providing  the  media   industry  with  research-­‐based,  adver&ser  insight  and  guidance   necessary  for  strengthening  media  brands  and  increasing   adver&ser  sa&sfac&on.       We  specialize  in  determining,  analyzing  and  communica&ng   what  adver&sers  think  —  their  plans,  opinions  and   mo&va&ons.   Outfront Conference April 2012 AdvertiserPerceptions.com 2 P
  3. 3. TODAY’S DISCUSSION Advertiser Perceptions of Digital Video Advertising •  Advertiser Optimism •  TV to Digital Migration •  Decision Drivers •  Preferences: Format, Pricing and Length Outfront Conference April 2012 AdvertiserPerceptions.com 3 P
  4. 4. STUDIES USED ADVERTISER INTELLIGENCE REPORTS •  Wave  16   •  Fall  2011 VIDEO ADVERTISING CONVERGENCE STUDY •  Preliminary/Early  Findings     •  Release:  Late  May  2012 DEMAND-SIDE OF DIGITAL VIDEO ADVERTISING STUDY •  Conducted by Advertiser Perceptions for IAB •  Fall 2011 Outfront Conference April 2012 AdvertiserPerceptions.com 4 P
  5. 5. METHODOLOGY AND PROFILE OF LEADING U.S. ADVERTISERS METHOD Qualification: 100% Involved in Television and/or • INTERVIEWS Digital Video Media Brand Selection Decisions CONDUCTED ONLINE AND DIGITAL   TV   BY PHONE • INCENTIVES INCLUDE CASH AND Profiles of Leading US Advertisers Overall INFORMATION Marketer 40% Agency 60% VP and Above 33% Director/Supervisor 33% Manager/Planner/Buyer 33% Outfront Conference April 2012 AdvertiserPerceptions.com 5 P
  6. 6. ADVERTISER OPTIMISM INDEX When  More  Plan  to  Increase  than  Decrease  Ad  Spending   in  the  Next  12  Months     Outfront Conference April 2012 AdvertiserPerceptions.com 6 P
  7. 7. ADVERTISER OPTIMISM Optimism for Digital, Cable and Broadcast Trends in Ad Spending, Next 12 Months Differences Between the Percent Increasing and Decreasing by Media 70 Fall  2011   60 Spring  2009   50 40 Digital  (+12)   30 20 10 Cable  (+20)   Optimism 0 Pessimism -10 Broadcast  (+22)   -20 -30 AIR Wave 11 AIR Wave 12 AIR Wave 13 AIR Wave 14 AIR Wave 15 AIR Wave 16 Spring 2009 Fall 2009 Spring 2010 Fall 2010 Spring 2011 Fall 2011 Broadcast TV -17 -8 0 -1 5 5 Cable TV 1 11 13 15 19 21 Digital (net) 40 55 60 59 48 52 Base: All respondents Benchmarks represent differences between respondents increasing and decreasing ad spending in the next 12 months Outfront Conference April 2012 AdvertiserPerceptions.com 7 P
  8. 8. ADVERTISER OPTIMISM DIGITAL VIDEO More Optimism About Increasing Video Ad Spending Digital Ad Spending, Next 12 Months 55 Differences Between the Percent Increasing and Decreasing by Media 54 Video   53 Search   Video   52 51 50 Display   49 48 Fall 2011 Digital Display 50 Digital Search 53 Digital Video 54 Base: All respondents by applicable media Benchmarks represent differences between respondents increasing and decreasing ad spending in the next 12 months Outfront Conference April 2012 AdvertiserPerceptions.com 8 P
  9. 9. ADVERTISER DIGITAL VIDEO OPTIMISM BY AD CATEGORY All Categories are Optimistic about Video Ad Spending, Next 12 Months Differences Between the Percent Increasing and Decreasing by Media 100 90 Most  Op+mis+c   80 77 Auto   Consumer  Electronics   70 66 65 63 61 61 58 57 60 54 54 50 50 49 44 44 43 Financial     40 37 35   30 Least  Op+mis+c   20 Beauty     10 Telecom   0 Energy     Q: Imagine the amount of your company's/your client's total (SEGMENT) advertising budget as a whole is a pie, and each of these media types is a share of the pie. In the next twelve months, would you expect the share spent on each to increase, decrease or stay the same? Base: All respondents by applicable media Outfront Conference April 2012 AdvertiserPerceptions.com 9 P
  10. 10. TV TO DIGITAL MIGRATION Shifting Ad Dollars, Reasons Why and Issues Outfront Conference April 2012 AdvertiserPerceptions.com 10 P
  11. 11. DIGITAL VIDEO AD SPENDING | NEXT 12 MONTHS Majority Plan to Increase Digital Video Advertising 55% Marketers • Agencies are more Bullish than Marketers • TV and Digital Media Decision Makers are Aligned 69% Agencies Q: Imagine the amount of your total online display (not including search) advertising budget as a whole is a pie, and each of these media types is a share of the pie. In the next 12 months, would you expect the share spent on each to increase, stay the same or decrease? Base: ALL RESPONDENTS Source: IAB Demand Side of Digital Video Advertising Study, 2011 –Conducted by Advertiser Perceptions Outfront Conference April 2012 AdvertiserPerceptions.com 11 P
  12. 12. DIGITAL VIDEO AD SPENDING | NEXT 12 MONTHS Average Digital Video Advertising Share of Budget Increase… 55% Marketers 69% Agencies 22%   Q: What overall increase in digital video advertising do you expect in the next 12 months compared to the past 12 months? Base: ALL RESPONDENTS Source: IAB Demand Side of Digital Video Advertising Study, 2011 –Conducted by Advertiser Perceptions Outfront Conference April 2012 AdvertiserPerceptions.com 12 P
  13. 13. TELEVISION TO DIGITAL MIGRATION BEGINS TV Ad Budgets are Starting to be Used for Digital Spending Percent of Respondents Stating Budget Source for Digital Video Advertising 33% 53% TV  Ad  Budgets  Paying   14% for  Digital  Video   Adver&sing   Digital TV Both Q: For each website/network/DSP that you will primarily place digital video on, please tell us if the money for digital video primarily come s from …? (Select one.) Base: All Digital Respondents Outfront Conference April 2012 AdvertiserPerceptions.com 13 P
  14. 14. DIGITAL VIDEO ADVERTISING | REASONS WHY In  their  own  words  (unaided)   Digital   TV     “More  Bang  for  the Buck”       Total Ad Budget “Overall  More   Efficient”     s   “Produc&on  is  Les Expensive”     “More  Targetable” Q: Why are you (extremely/somewhat likely)to shift ad dollars from television advertising to digital video advertising in the next 12 months? Base: Those extremely/somewhat likely to shift ad dollars from television advertising to digital video advertising in the next 12 months. Source: IAB Demand Side of Digital Video Advertising Study, 2011 –Conducted by Advertiser Perceptions Outfront Conference April 2012 AdvertiserPerceptions.com 14 P
  15. 15. TOP TWO AIDED REASONS FOR MIGRATION Better ROI…followed by It’s Where the Audience is Moving REASONS Better ROI REASONS Audience is Moving Agencies 53% Agencies 47% Marketers 62% Marketers 41% Digital Digital Media Decision 55% Media Decision 44% Makers Makers TV TV Media Decision 57% Media Decision 50% Makers Makers Source: IAB Demand Side of Digital Video Advertising Study, 2011 –Conducted by Advertiser Perceptions Outfront Conference April 2012 AdvertiserPerceptions.com 15 P
  16. 16. DIGITAL VIDEO ADVERTISING | WHY NOT In their own words (unaided) Digital   TV   “Mass  Reach”   Less  about,  Why  Not  Digital     More  about,  Why  Television     “Proven   Effec&veness”   “Client   Experience”     Source: IAB Demand Side of Digital Video Advertising Study, 2011 –Conducted by Advertiser Perceptions Outfront Conference April 2012 AdvertiserPerceptions.com 16 P
  17. 17. TOP TWO AIDED REASONS WHY NOT Less Effective ROI…followed by Lack of Standard Metrics REASONS ROI REASONS Standard Metrics Agencies 36% Agencies 44% Marketers 56% Marketers 38% Digital Digital Media Decision 44% Media Decision 41% Makers Makers TV TV Media Decision 43% Media Decision 43% Makers Makers Source: IAB Demand Side of Digital Video Advertising Study, 2011 –Conducted by Advertiser Perceptions Outfront Conference April 2012 AdvertiserPerceptions.com 17 P
  18. 18. MEDIA DECISION MAKING Criteria Used, What’s Important to Most and Who Decides Outfront Conference April 2012 AdvertiserPerceptions.com 18 P
  19. 19. IMPORTANT MEDIA SELECTION CRITERIA | DIGITAL VIDEO Ad Results are #1 Index of Percent Rating Media Selection Criteria Very Important (5 on a 5-Point Scale) 160 148 134 Important  to  Most     Ad  Results     140 121 121 119 112 114 120 100 102 Audience  Composi+on   80 83 75 Targe+ng   60 56 49 Op+miza+on     40 Audience  Reach   20  Important  to  Fewest     0  Cross-­‐Media  Integra+on   Marke+ng  Services     Image/Environment       Q: Please think about MEDIA TYPE advertising spending on (SEGMENT) generally. Please tell us how important each of these criteria are in determining where to spend your company's advertising dollars. Base: Total digital video respondents. Index 100 = total average of all related media brands Outfront Conference April 2012 AdvertiserPerceptions.com 19 P
  20. 20. IMPORTANT SELECTION CRITERIA FOR DIGITAL VIDEO AGENCIES AND MARKETERS AGREE ON MOST Index of Percent Rating Media Selection Criteria Very Important (5 on a 5-Point Scale) 160 140 Slightly More Agencies 120 Care About… 100 •  Targeting 80 •  Optimization 60 •  Engagement 40 •  Content 20 •  Image 0 Agency Marketer Q: Please think about MEDIA TYPE advertising spending on (SEGMENT) generally. Please tell us how important each of these criteria are in determining where to spend your company's advertising dollars. Base: Total digital video respondents Index 100 = total average of all related media brands Outfront Conference April 2012 AdvertiserPerceptions.com 20 P
  21. 21. AD RESULTS MATTERS MOST | DIGITAL VIDEO AGENCIES / MARKETERS Percent Rating Criteria Very Important (5 on a 5-Point Scale) Agency Rank Marketer Rank Conversion Rates 61% Impact on Sales 63% Return on Advertising 56% Conversion Rates 63% Investment (ROI, ROA, Sales Return on Advertising Impact on Sales 55% 56% Investment (ROI, ROA, Sales Impact on Brand Awareness 48% Click-thru Rates 45% Impact on Product Awareness 44% Impact on Brand Awareness 44% Click-thru Rates 43% Impact on Product Awareness 43% Impact on Offline Response Impact on Offline Response 37% 37% and/or Retail Traffic and/or Retail Traffic Number of Visitors 32% Number of Visitors 29% Number of Impressions 32% Number of Page Views 26% Number of Page Views 26% Number of Impressions 26% Time Spent on Website 19% Time Spent on Website 17% 0% 10% 20% 30% 40% 50% 60% 70% 0% 10% 20% 30% 40% 50% 60% 70% Fall 2011 Fall 2011 Q: How important are these aspects of ad results? Base: Respondents rating ad results 3-5 on a 5 point scale. Outfront Conference April 2012 AdvertiserPerceptions.com 21 P
  22. 22. WHO IS RESPONSIBLE FOR DIGITAL VIDEO AD DECISIONS? Roles are Unclear…Except for Creative, Tactics and Placement Decisions  Respondentsà   Total   Agency   Marketer   Whether  to  Use  Digital  Video  Adver+sing:   Agency  (Net)   47%   55%   28%   Marketer  (Net)   41%   33%   60%   How  Much  Budget  to  Allocate  for  Digital  Video  Adver+sing:   Agency  (Net)   55%   65%   31%   Marketer  (Net)   37%   28%   59%   Crea+ve,  Tac+cs,  and  Placement  Digital  Video  Adver+sing:     22   Agency  (Net)   62%   71%   41%   Marketer  (Net)   26%   17%   47%   Q: To the best of your knowledge, please tell us which role/function is most responsible in the following aspects of decision-making for digital video advertising. Base: ALL RESPONDENTS Outfront Conference April 2012 AdvertiserPerceptions.com
  23. 23. DIGITAL VIDEO ADVERTISING Preferences: Format, Pricing and Length Outfront Conference April 2012 AdvertiserPerceptions.com 23 P
  24. 24. DIGITAL VIDEO ADVERTISING PREFERENCES Format, Pricing and Length Format   Length   RICH  MEDIA   60   OVERLAY     SECONDS   IN-­‐  BANNER     Pricing   30   SECONDS     10   EXPANDABLE    CPM   SECONDS     BANNER      CPC    CPV   ?   ?   ?   Source: IAB Demand Side of Digital Video Advertising Study, 2011 –Conducted by Advertiser Perceptions Outfront Conference April 2012 AdvertiserPerceptions.com 24 P
  25. 25. DIGITAL VIDEO ADVERTISING PREFERENCES Pre-Roll, 15 Seconds, CPM Pricing FORMAT                 Pre-­‐Roll   PRICING               LENGTH                           CPM   15  Seconds   DIGITAL   VIDEO   ADVERTISING   Source: IAB Demand Side of Digital Video Advertising Study, 2011 –Conducted by Advertiser Perceptions Outfront Conference April 2012 AdvertiserPerceptions.com 25 P
  26. 26. VIDEO ADVERTISING CONVERGENCE SUMMARY ANSWERS • Advertisers are optimistic about Digital Video Advertising • The Migration of ad dollars from Television to Digital has begun • Primary Reasons Why? – ROI – Audience Shift • Why Not? – ROI Concerns – Lack of Standard Metrics • Ad Results, Audience, Targeting and Optimization are key decision drivers • Preferences – Format: Pre-Roll – Length: 15 Seconds – Pricing: CPM Outfront Conference April 2012 P 26 AdvertiserPerceptions.com
  27. 27. VIDEO ADVERTISING CONVERGENCE THERE’S A LOT WE STILL NEED TO KNOW Learn  More  About  the  Video  Adver2sing  Convergence  Study  at…       adver+serpercep+ons.com/solu+ons/digital-­‐video-­‐convergence/   Outfront Conference April 2012 P 27 AdvertiserPerceptions.com
  28. 28. Adver&serPercep&ons.com   Outfront Conference April 2012 AdvertiserPerceptions.com 28 P

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