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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.


Ebuzzing Social's Primetime