Video: The Digital PRIME Time FEBRUARY 2013
Prime Time: The time period when television or radio audience is the LARGEST. The prime time for radio takes place early in the morning and in the evening for television.
sers
i vert r ad
Fo
REACH x QUALITY OF EXPOSURE =
IMPACT Prime Time is a magic formula For
Bro adcas Ters
HIGH DEMAND x LIMITED SPOTS =
HIGH PRICE FOR SPOT
What makes Prime Time? THE CRITERIA REACH QUALITY OF CONTACT PEOPLE TALKING ABOUT IT
Watching ONLINE video is a very popular activity
Online video reached
37.5 million UK internet users, representing
95%
of the total UK internet audience.
1,2 billion internet users watched 174 videos online in June 2012.
Source: ComScore, March 2012
1.2 billion internet users watched
174 videos
online in June 2012.
Social media: best place to watch video TOP 10 ONLINE CONTENT VIDEO SITES BY TOTAL UNIQUE VISITORS (000)
O SITES BY TOTAL UNIQUE VISITORS (000) 30000
29,890
25000
20000
15000
10000
11,667 8,330
7,480
5000
7,156
5,986
7,156
5,986
5,497
4,676
4,083
3,898
5,497 s s s O 4,676 om 4,083 ites 3,898 ital es eo rts t i ite ite ite o c g EV . i im S S S S S p V k V ! t D e S n f C l o o o m o m zo og bo BB co ah ros for ce ma Go a Y r c i i a A e l V eo s F tes M P es rts ita ite im Si Sit S po V ! t Dig S n o of m oo az os orm ah Source: ComScore Video Metrix, UK Age 6+, January 2012 r f m Y r c A Mi Pe 0
Source: ComScore Video Metrix, UK Age 6+, January 2012
Video is one of the content streamS Advertisers that spend all their budget on catch-up sites and instream narrow their potential reach.
CATCH-UP
Video INStream
38%
52%
OF UK ONLINE POPULATION*
OF UK ONLINE 2POPULATION**
*The Communications Market Report, 2012 Ofcom **ComScore, January 2012
All Streams
100%
OF UK ONLINE POPULATION
Social media is one of the digital streams We no longer fear missing out on a program, but we do fear missing updates from our network.
Video is the most effective online format LIFT IN % EXPOSED VS NON EXPOSED 3.5
3.2
3.0
2.5
2.0
2.4 1.8 1.5
1.5
1.1 0.7
1.0
0.2
0.5
5,497
0.7 0.4
0.0
Online ad awareness
Brand Favorability SIMPLE FLASH
Source: Dynamic Logic, 2012
Purchase Intent RICH MEDIA
ONLINE VIDEO
With A large range of DIFFERENT formats
TYPE OF STREAM
PLAY MODE
SIZE
ACTION BY USER
DISTRIBUTION
VIDEO STREAM
AUTOPLAY
BANNER SIZE
CHOICE OF AD BY USER
TARGETING
CONTENT STREAM
CLICK TO PLAY
PLAYER SIZE
EXPAND
CAPPING
SKIP SOCIAL STREAM
ROLL OVER
FULL SCREEN SHARE
DEGREE OF EXCLUSIVITY
INSTREAM IS NOT PERFORMING WELL ON INTENT IMPACT ON INTENT (100 = average for all formats and combination) 112
120
100
92
100
99
96
103
96
95 84
100
105
88
95
101
106
80
60
40
20
0
Buy
Recommend
Talk about around you IN STREAM
Source: IAB, June 2012
Get more info IN BANNER
Visit the website NON STANDARD
TV’s drawbacks without the benefits of digital Online video advertising has to unlock the full potential of digital, rather than mimicking the TV advertising model.
vs TV ▪▪ REACH ▪▪ QUALITY OF CONTENT ▪▪ THE REMOTE CONTROL!
TV LIKE = Pre-roll in video stream
vs DIGITAL ▪▪ AUDIENCE ▪▪ SIZE OF INVENTORY ▪▪ TARGETING ▪▪ COST ▪▪ ENGAGEMENT
Video advertising beyond Pre-roll
Standing out
CONTENT STREAMS § § § §
Eye catching formats Immersive experience Empowering user Premium publishers
SOCIAL STREAMS § Ad as content § Distribution by personal networks
Melting In
INTENTION
The magic formula for engagement T GEMEN A G
EN
IN-CONTENT CLICK-TO-PLAY IN-BANNER CLICK-TO-PLAY
IN-GAME ROLL OVER
VIDEO INTERSTITIEL PRE-ROLL IN-BANNER AUTOPLAY
ATTENTION
Visibility & Impact ent ont In C Click
to
y pla
een scr l l Fu d a s e hoos c r e s U ed t e rg a t f Sel
nd a r B l Ful
on i ers Imm
Chosen Formats increase ad awareness
Source: The Pool 2012, ViVAKI
Engagement & Endorsement eam al str i Soc y pla to ck i Cl lity i b a p a gc n i r a h ity s l i b isi v er y a pl
Video is a social currency AVERAGE EARNED MEDIA 30
27.1%
24.8%
25
23.5%
21.3%
20.7%
20
12.6%
15
10
5
0
IT
DE
Source: Ebuzzing Social, March 2013
ES
AVERAGE
FR
UK
Social brings a
key ingredient The efficency of prime time is due to the fact that all the members of the family gather around the TV set to talk about a program and ads. Now we are chatterboxing‌
Source: TV Licensing UK, 2012
Social Media as a buzz channel
Summary
Digital is very young compared to TV So, there is a big temptation to walk In it’s path.
Video has a different pattern to TV DIG
ITA
Single screen
Multiscreen
Long form of content
Small form of content
Linear viewing
On demand viewing
Short ad in video stream
Ad in content and social streams
Forced exposure Targeting based on program
TV
Same ad for all
Opportunity to see
Chosen exposure Targeting capabilities Personnalisation Oportunity to see and share
L
Video has created a new model... Video advertising starts where TV ends. Brands have an opportunity to move beyond exposure and deliver a bespoke experience to consumers.
Still providing metrics for cross platform planning Combining cross-platform TV with online video adds an additional 4% of unduplicated reach for even the heaviest of TV campaigns.
CROSS-PLATFORM TV/VIDEO CAMPAIGN 4% incremental research increase TV ONLY TV + ONLINE VIDEO TV + ONLINE VIDEO - unduplicated reach Source: Videology, May 2012
74% 81% 78%
PLAY TV VIDEO AD FORMAT ON DEMAND MULTI SCREEN CHOSEN EXPOSURE ENGAGEMENT VIDEO PLANNING E GRP
Ready for play time? Online VIDEO
TV
o e vid a new m.
has or ld o e h platf ith t ew! w t en u h O t ith w in
The global EXPERT IN social video advertising
Thank you for your time.