Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (13)
Ähnlich wie Teads
Ähnlich wie Teads (20)
Mehr von MediaPost
Mehr von MediaPost (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Teads
- 2. A world of new digital disruption
- 3. La fragilisation du business model de la presse • Généralisation de l’accès gratuit à l’information • Une concurrence des pureplayers qui bénéficient de structure de coût plus légère et qui sont plus ouverts à la collaboration avec les marques ( cf Brand publishing de Webedia ou Aufeminin) • Des investissements lourds dans la transformation des entreprises de presse qui grèvent leurs résultats. Premium publications are now primed for ‘uberization’ As readership increases on digital screens, revenues from newsstands diminishes Unlimited access to information online, as well as audience fragmentation Competition from online pureplayers, who benefit from lower cost structures and innovative business models Traditional media advertising is at half mast
- 4. Sources: eMarketer, Millward Brown, NPD Group 0:33 05:46 hours / day that US adults spend with digital media 04:28 hours per day with TV minutes / day spent watching video on mobile in 2014, versus 0:08 in 2012 +312.5% increase in just two years access a second screen device while watching live primetime TV 78% 5.7 screens per US household More than 500 devices in US homes connected to the internet A world of many media screens
- 5. TV is also threatened with ‘uberization’
- 6. Video advertising, a rapidly growing marketplace 2013 2014 +25% +53% Total US Advertising Budget in Billions - USD 3.3% Marginal Increase in TV 3.8 5.8 17.7 22.2 Digital Display Digital Video Sources: eMarketer
- 7. A huge challenge in 2020 Sources: Simulmedia, MyersBizNet Media and Marketing Investment Data and Forcasts
- 8. The key to uberizing TV is OUTSTREAM VIDEO ADVERTISING
- 9. creating additional, incremental premium inventory across all screens Outstream formats are revolutionizing online video advertising
- 10. A video format for any type of content inRead® inBoar d inFlow Monetize any page, on any devise – even if there’s no video
- 13. Performance Overview | Teads Energizer Q3 2014 Desktop Benchmarks Campaign Results inRead, more viewable than the standard 49.3% 1 sec Video in-View % 88.9% 1 sec Video in-View % 47.2% 2 sec Video in-View % 76% 2 sec Video in-View % 17.1s In-View time (sec) 18.5s In-View time (sec)
- 14. Format Native advertising development Multiscreen, outstream video advertising Data Targeting and contextual relevance mastered to the benefit of advertisers and publishers Valuation of inventory Metrics Shifts in supply and demand, RTB Performance metrics (CPV, CPCV, GRP…) Innovation of the press
- 15. Do you speak GRP?
- 16. Increase your inventory. Maximize your revenue.
- 17. Invent yourself and then reinvent yourself Charles Bukowski, No Leaders Please.
Hinweis der Redaktion
- Throughout the last few years, we have witnessed young, well-funded companies completely revolutionize their industries by taking advantage of our increasing reliance on digital technology. From grocery shopping and home cleaning to globe trotting and apartment swapping, the explosion of the “Uberized” marketplace has whittled our engagement with everyday activities into a series of simple clicks and smatphone taps. As I am certain you are all aware, companies like Netflix, AirBnB, grubHub and, of course UBER are owning this massive phenomenon. The possibilities are endless when you take any set of laborious or awkward daily tasks, and restructure its process with digital thinking. That explains why Maurice Levy, CEO of Publicis, recently commented that everyone can be uberized.
- Premium publications are not immune to this phenomenon. Last year, The New York Times announced that its overall operating profit was $92 million, down from $156 million in 2013. This news comes alongside an additional slashing over over 100 newsroom jobs through a series of buyoffs and layoffs, and an acknoweldged steady decline in print advertising. Yet, with NYT’s losses, opportunities for growth ensue. Revenue from an increased focus on digital advertising, particularly within the realms of mobile and video, rose to $182 million for all of 2014 – an almost 12% increase compared to the previous year. This news is inspiring, as the number of NYT’s paid digital subscribers rose by a solid 20% from the previous year. .
- Video consumption is rising across all screens. In 2013, US adults spent more time each day with digital media than with television. Where we choose to focus and engage our attention is growing increasingly fragmented. Consuming digital content in a nonlinear manner, using whatever screen is most convenient at any given time, is now commonplace. This trend is driven entirely by our increased reliance on mobile. In fact, within a matter of 2 years, 312.5% more videos were viewed on mobile devises, like tablets and smartphones, per day. Compare that metric to TV’s lack of growth, where the average time spent has declined by 2.2% within that same timeframe. The latest forecast from Forrester, the display on tablets will increase by + 40.5% per year by 2019 to represent 33% of total display in Western Europe, versus 52% for the computer and 14% for the phone. In 2014, the share of the tablet in the display is estimated at 10% against 81% for the computer and 9% for the phone. Revenues from the tablet on display are provided nearly 4 billion in 2019 versus less than € 730 million in 2014. This growth of mobile devices is reflected in the number of screens per household and the growth of multiscreen homes equiped with TV, PC, mobile and tablet: they represent 30% of households equipped TV. In these households, 59% of people say they use often another screen TV simultaneously. In ¾ time, this use is unrelated to TV content and therefore has weakened the attention given to programs.
- This week, New York City’s Taxi & Limosine Commission released surprising figures: there are 14,088 registered Uber cars on the road, compared to the 13,587 traditional yellow cabs. For the first time ever, Uber’s black car brigade now outnumbers New York City iconic yellow cabs. Just as traditional taxis companies are feeling the crunch of the smart ride sharing apps, TV networks are feeling threatened by the rapid emergence of digital video advertising. This is an interesting parallel. Let’s take a closer look.
- Digital video advertising is a hot, hot market, evidenced by industry’s tremendous increase in digital investment year over year. According to eMarketer, digital display as a whole– including video, banner ads, and other display formats- increased by 25% from 2013 to 2014. Amid that growth, spend on online video advertising increased by whopping 53%! Compare digital video’s growth to that of TV ad spend’s, where within that same timeframe advertisers increased their spend on traditional TV network ads by just 3.3%. What we are seeing is a persistent and strong emphasis on the value of video advertising, but a redirection of format focus. The convergence of TV and digital video advertising budgets is upon us, calling for a reorganization of media planning as we know it.
- This past October, media agency holding company Omnicom publicly advised marketers to shift between 10 and 25 percent of television ad dollars to online video. In Teads’ own private conversations, we’ve seen growing interest across the board in tools that help determine the optimal reallocation of TV dollars to cross-screen campaigns. The next reveal: As much as 50 percent of online video budgets comes from reallocated “TV” advertising budgets, and this percentage is expected to grow. But in five to 10 years, it’s likely that we won’t be talking about reallocation of video budgets. What’s presently known as the $70 billion TV market and the $7 billion digital market will be viewed as the converged, nearly $80 billion video market.
- We are in an industry that is rapidly booming and bursting wtih opportunitiy for monetization and creative innocation. It’s a thrill and honor to be apart of, and we whole heartedly invite you to join us.