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.
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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
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
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
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.
OF UK ONLINE POPULATION*
OF UK ONLINE 2POPULATION**
*The Communications Market Report, 2012 Ofcom **ComScore, January 2012
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
2.4 1.8 1.5
Online ad awareness
Brand Favorability SIMPLE FLASH
Source: Dynamic Logic, 2012
Purchase Intent RICH MEDIA
With A large range of DIFFERENT formats
TYPE OF STREAM
ACTION BY USER
CHOICE OF AD BY USER
CLICK TO PLAY
SKIP SOCIAL STREAM
FULL SCREEN SHARE
DEGREE OF EXCLUSIVITY
INSTREAM IS NOT PERFORMING WELL ON INTENT IMPACT ON INTENT (100 = average for all formats and combination) 112
Talk about around you IN STREAM
Source: IAB, June 2012
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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
CONTENT STREAMS § § § §
Eye catching formats Immersive experience Empowering user Premium publishers
SOCIAL STREAMS § Ad as content § Distribution by personal networks
The magic formula for engagement T GEMEN A G
IN-CONTENT CLICK-TO-PLAY IN-BANNER CLICK-TO-PLAY
IN-GAME ROLL OVER
VIDEO INTERSTITIEL PRE-ROLL IN-BANNER AUTOPLAY
Visibility & Impact ent ont In C Click
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
Source: Ebuzzing Social, March 2013
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 chatterboxingâ€Ś
Source: TV Licensing UK, 2012
Social Media as a buzz channel
Digital is very young compared to TV So, there is a big temptation to walk In itâ€™s path.
Video has a different pattern to TV DIG
Long form of content
Small form of content
On demand viewing
Short ad in video stream
Ad in content and social streams
Forced exposure Targeting based on program
Same ad for all
Opportunity to see
Chosen exposure Targeting capabilities Personnalisation Oportunity to see and share
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
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The global EXPERT IN social video advertising
Thank you for your time.
Published on Mar 5, 2013