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A Comprehensive Picture of
Digital Video and TV Advertising:
Viewing, Budget Share Shift
and Effectiveness

1

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Executive Summary
Overview
Online video is changing how video content is viewed and how the
advertising experience works. Through the financial and intellectual
generosity of the sponsors of the research, Microsoft Advertising and
Yahoo, we now have benchmark data on the entire video landscape.
Viewing Patterns and Implications
• While TV maintains its audience with only slight erosion, digital video
usage continues to grow in time spent and videos streamed.

• The lightest TV viewers stream more than twice as much as the
heaviest TV viewers do (more than 7 hours per month spent on
streaming video vs 3 hours).
• More women stream online video than men, but men spend more time
viewing and watch more streams. The exception is long form videos, of
which women stream more than men.
•

2

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Executive Summary
• Younger TV viewers, the coveted 18-34 demo, continue to grow their time spent with
online video.
Viewing Patterns and Implications (continued)

Implications for the future of digital video and TV, both imminent and longer term, include
better opportunities to:
• Deploy digital media to buy video ad schedules targeting the hardest to reach
audiences(light TV, male and younger viewers)
• Optimize video viewing through new content genres and formats that can travel across
screens
• Change how narratives are built and sequenced, altering content windows, distribution
and consumption

3

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Executive Summary
Share Shift: TV Ad Schedules and What Happens When Dollars Are
Reallocated to Digital
To benchmark how moving dollars from TV ad budgets to digital media* affects
reach and costs, the study examined 18 real TV schedules across key
advertiser verticals. Categories include CPG (specifically HBA, Food, and
Beverage), Technology, Automotive, Retail, Finance and Telecom. Analyses
were done on aggregated schedules for CPG and also for the non CPG
verticals.
The schedule reallocations provide reach for the TV only schedules, as well as
movement of 5%, 10% and 15% of budget, respectively to digital media.
• Non CPG TV only schedules reach was 48.5% P18+ and CPG TV only
schedules reach was 61.2% P18+, directionally in keeping with how ad
schedules in those verticals usually compare for TV
• * Digital media includes video, rich media and other display formats.

4

•
IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Executive Summary
Share Shift: TV Ad Schedules and What Happens When Dollars Are
Reallocated to Digital
• Across the 18 schedules in the study, budget shifts resulted in incremental
reach for the same spend. The average increase in P18+ reach at a
reallocation of 15% of budget was 4.2% or 4.2 reach points.
• Non CPG schedules averaged incremental P18+ reach of 6.2% (or 6.2 reach
points) at a reallocation of 15% of budget.
• And on average, CPG P18+ reach grew 3.4% (3.4 reach points) when 15% of
dollars moved into digital.
• Across verticals, the 15% share shift results in more reach at lower costs per
point, dropping from an average of $67.6K to $63.0K. Corresponding CPM’s
go from $13.82 to $12.31
5

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Executive Summary
Share Shift: TV Ad Schedules and What Happens When Dollars Are
Reallocated to Digital
• For the reallocated schedules, the portion of reach points that is duplicated
across both web and TV or the cross platform piece is greater than the new
online only reach points.
– For example, the TV only CPG schedules started at 61.2% P18+ reach and
with 15% of budget shifted grew to 64.6% P18+ reach distributed as follows:
6.6% online only, 17% online + TV and 41% TV only.
– Similarly, for non CPG schedules at 15% reallocation of budgets, the TV only
schedule grows from 48.5% to 54.7% P18+ reach with 31.4 reach points in
TV, 13.3 reach points online + TV and 10 reach points in online only
• The duplicated or online + TV reach is shown to be more effective on key
brand effect metrics than either platform alone.
• The sequence of exposure matters: prior exposure to an ad online enhances
the impact of the TV exposure.
6

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Executive Summary
Implications of Reallocated Schedules and Cross
Platform Duplication and Ad Effectiveness

• In an increasingly digital world, the value of duplicated, as
a function of diverse ad experiences, is likely to increase.
• Frequency across TV and digital by target audience and
within ad vertical need to be examined to optimize TV and
digital platform schedules.
• Planning and running online video first can boost how
well both the online video and TV portions of a campaign
work.
7

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Executive Summary
Video Brand Ad Effectiveness
• Online video ads score higher impact than TV ads on Nielsen measured metrics.
Metrics are general recall, brand recall, message recall and ad likeability.
• Greatest differentials on all metrics occur for video ads in full episode players
compared to TV, both broadcast and cable. For example, message recall at 40%
is double that of TV at 20%. General recall is 64% (vs. 46% on TV), Brand recall
is 50% (vs. 27% on TV) and Ad Likeability is 28% (vs. 17% on TV).
• Sequencing Matters. Prior exposure to online ads improves ad impact of TV ads
by double digits. This is true across ad formats: Short Form, Full Episode or
Display (Non-Video) Ads. Over half recall the ad, roughly one-third recall the
brand or message and 20% like the ads online vs. TV.
• Ads are more effective online whether they are later duplicated on TV or as
standalone online ads. Full Episodes are the most effective, outperforming TV
across metrics, demos, content genres and Ad Verticals. Short form videos are
often, but not always, more effective than TV ads.
• Superior performance on ad effectiveness for ads in short form online video is
evident but the margins relative to TV narrow.
8

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Executive Summary
Ad Receptivity
• On average, people streaming video watch ads for 20 seconds and
average a completion rate of 87%
• Regardless of content, short or long form, mid roll ads enjoy the
highest completion rates, 99% in short form and 89% in long form.
• Pre roll placements in short form ads average 79% completion rates
and in long form 81%.

• Post roll placements in short form content average 71% completion
rates and 79% in long form.

9

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Table of Contents
• Landscape: TV and Online Video Usage
• TV to Digital Share-Shift: Incremental Reach with Digital
• Ad Effectiveness:
– Digital + TV
– Digital Compared to TV
– CPG and Non-CPG

• Digital Video Ad Complete Rates
• Viewing Trends by Category

10

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Data Sources
• Custom analysis of a wide range of Nielsen media
research products:
– Nielsen Cross Platform Homes Single Source Panel
– Nielsen VideoCensus Streaming Audience Measurement from Nielsen
NetView Panel
– TV/Internet Fusion Data
– Video Brand Effect Survey Data
– Video Analytics Census Data
• See appendix for overviews of each dataset methodology

11

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Background:
Online Video Definitions
• Long form online video – Any online video that, in it’s total, is longer than 24 minutes in length, or
a site where the majority of the content is longer than 24 minutes in length. (Includes all TV network
sites and full episodes).
• Short form online video – Any online video that, in it’s total, is shorter than 24 minutes in length, or
a site where the majority of the content is shorter than 24 minutes in length.
• Professionally produced content – Any online video content that was produced in a professional
or studio environment.
• User generated content (UGC) – Any online video content that was produced by an individual user
in a non-professional context.
• FEPs – Full episode player (FEP) features an episode of a show that previously aired on television
(example: Hulu)
• Short Form Brand Effect Video – All other online video formats except for the full episode player
(example: Movie trailer)
• Survey Period – Jan 2011 – March 2012. Q1 2012 used for year over year comparisons
Note: Detailed Methodology slides are located in Appendix

12

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Online Video Usage Landscape:
Digital Video is Growing

13

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Current State of TV:
Viewing is Flat
40

% Change
12/11- 12/12

TV Viewers, Adults 18+
(Live+SD US PUT%, Total Day)
30

22.72

+2%
23.18

20

10

0

Nielsen Media Research (Syndicated Measurement)
Dec. ‘11 – Dec. ’12, Live+SD US PUT%

Measurement Period: Dec. 2011- Dec. 2012
Nielsen, PUT, Total Day

14

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Current State of Digital Video:
Streamers Watch More Online Video for Longer
Monthly Total Time Spent Streaming per Streamer
452
(7:30 hrs)

% Change
12/11- 12/12

+49%
304
(5:04 hrs)

Monthly Total Streams per Streamer (000)
154

+12%

138

Monthly Total Unique Streamers (000)
159,926

-3%

164,298

Nielsen VideoCensus Dec. ‘11 – Dec. ‘12

Measurement Period: Nov. 2011- Nov. 2012
VideoCensus, Total Audience

15

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Avg. Usage Day Minutes Streamed Per Month

Digital Video Viewing is Growing
Among TV Viewers
30
Avg. Minutes Streamed per Usage Day per Month per TV Viewer

% Change
Jan 2011Mar 2012
25.4

25

+10%

23.0

YoY Change:

+13% +8% +8%

20

15

10

Online Video Streaming by TV Viewers
Among Cross-Platform Homes Panel, A18+
Custom Analysis

16

Measurement Period: January 2011-March 2012
Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person
IAB Online Video Study
Nielsen Cross Platform Homes Panel
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Note: Home Only Usage
Lightest TV Viewers are Watching
Even More Online Video
•

Lightest TV Viewers Stream TWICE as Much as Heavy TV Viewers

8 hrs
480

Avg. Monthly Time Spent Streaming Video per TV Viewer
425

Minutes Streamed Per Month

420
7 hrs

Min.

360
6 hrs
300
5 hrs

+42%
Growth
3/11
-3/12

299
Min.

4 hrs
240

186
180
3 hrs
2 hrs
120

Min.

143

+30%

Min.

Growth
3/11
-3/12

1 hr60

0

Heaviest TV Viewers

Lightest TV Viewers

(Top 20% of Viewers)

(Bottom 20% of Viewers)

Measurement Period: March 2011-March 2012
Segment Average Minutes Per Tuning/Streaming Day Per Person
Nielsen Cross Platform Homes Panel
Note: Home Only Usage

17

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Digital Share-Shift:
Incremental Reach with Digital

18

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Share Shift: Reallocation of Budgets
from TV-Only Schedules to Digital Media
100%
TV

Reach?

95%
5%
TV

Online

90%
10%
TV Online

85%
TV

15%
Online

• Examined 18 different studies of real schedules* that ran on TV across
categories
• Compared Reach when 5%, 10% or 15% of budget is shifted to Digital**
• Further comparison of CPG break out to Non-CPG categories
Total of 18 studies across the following categories: Food, Health & Beauty, Beverage, Technology, Auto,
Retail, Finance, Telecom. CPG break out includes aggregate of Food, Health & Beauty, and Beverages.
*Digital media includes digital video and display. **TV ad schedules came from a variety of verticals
All advertiser studies
Measurement Period: January 2011-March 2012
Total of 18 studies were aggregated to create norms across all categories
Note: Simulations done in IMS Campaign RF
Data Source: TV/Internet Fusion

19

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Shifting 15% of Media Spend to Digital Results in a
4% Increase in Advertiser Reach Across Verticals
100
% TV

Reach

95%
TV

5%

85%
TV

90%
TV 10%

Online

Online

Online

15%

Reach %

% of TV Budget Shifted to Digital*, Across Verticals

+2.5% Reach

70

60

57.6

50

+3.6% Reach

60.1
3.7
8.9

61.2
5.8

61.8
7.5

13.2

16

+4.2% Reach

Incremental
Reach for
Same Spend

Online Only Reach

40
30

57.6
47.6

20

42.2

38.3

10%

15%

TV + Online
Duplicated Reach
TV Only Reach

10
0

0%

5%

20

*Digital media includes digital video and display.
All advertiser studies
Measurement Period: January 2011-March 2012
Total of 18 studies were aggregated to create norms across all categories
Note: Simulations done in IMS Campaign RF
Data Source: TV/Internet Fusion

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
CPG Advertisers Were Able to Reach 17% of Their
Audience on Both Platforms by Shifting 15% of Spend
to Digital
CPG Advertisers Only
70

+2% Reach

61.2

Reach %

60

63.2
3.1
9.2

50

+2.9% Reach

+3.4% Reach

64.1

64.6

5

6.6

13.9

17
Online Only
Reach

40
30

Incremental
Reach for
Same Spend

61.2

51
20

TV + Online
Duplicated Reach

45.2

41
TV Only Reach

10
0
0%

5%

10%

15%

% of TV Budget Shifted to Online, CPG Advertisers

21

*Online includes digital video and display ads.

CPG Advertiser studies only
Measurement Period: January 2011-March 2012
Total of 18 studies were aggregated to create norms across all categories
Note: Simulations done in IMS Campaign RF
Data Source: TV/Internet Fusion

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Non-CPG Advertisers Can Increase Their Reach 6%
By Shifting 15% Of Media Spend to Digital Properties
Non- CPG Advertisers Only
+4% Reach

60
48.5

Reach %

50

52.5
5.2
8.2

40

+5.4% Reach

+6.2% Reach

53.9

54.7

7.9

10

11.4

13.3

30

Online Only
Reach
TV + Online
Duplicated Reach

48.5
20

Incremental
Reach for
Same Spend

39.1

34.6

31.4

TV Only Reach

10%

15%

22

10
0
0%

5%

% of TV Budget Shifted to Online, Non-CPG Ads
*Online includes digital video and display ads.
Non-CPG Advertiser studies only
Measurement Period: January 2011-March 2012
Total of 18 studies were aggregated to create norms across all categories
Note: Simulations done in IMS Campaign RF
Data Source: TV/Internet Fusion

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Summary: Shifting Up to 15% of Ad Spend to
Online Provides Incremental and Effective Reach
TV ONLY
70.0
61.2

60.0

63.2
3.1

64.1

6.6
52.5

9.2
13.9

Reach %

50.0

17.0

48.5

53.9

54.7

5.2

7.9

57.6

10.0

8.2
40.0
30.0

ONLINE ONLY

64.6

5.0

TV + PLATFORM
CROSSOnline

11.4

60.1

61.2

61.8

3.7

5.8

7.5

8.9
13.2

16.0

13.3

61.2

57.6
51.0

20.0

45.2

48.5

41.0

47.6
39.1

34.6

15%

38.3

31.4

10%

42.2

10.0
0.0
0%

5%

10%

CPG-Only

15%

0%

5%

0%

Non-CPG

10%

All Categories

% of TV Budget Shifted to Online
*Online includes digital video and display ads.
Measurement Period: January 2011-March 2012
Total of 18 studies were aggregated to create norms across all categories
Note: Simulations done in IMS Campaign RF
Data Source: TV/Internet Fusion

5%

15%

23

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Reallocating Dollars To Online Builds
Higher Quality, More Effective Reach at a Lower Cost
Cost Per Reach Point

CPG-Only

$63,015

$63,624

$67,640

Non-CPG

$64,739

15% % Shifted from TV to Digital

$135,686

10%

$137,544

$141,427

5%

$153,034

$45,895

$46,277

$48,476

$46,924

0%

All
Across Categories

Cost Per Thousand (CPM)

Across Categories
All

Non-CPG

$12.31

$12.78

$13.26

$13.82

15% % Shifted from TV to Digital

$21.93

$35.71

$10.19

$10.50

$11.17

$10.82

CPG-Only

10%
$38.03

5%

$41.10

0%

24

Note: Share shift slides Include video + display
Measurement Period: January 2011-March 2012
Total of 18 studies were aggregated to create these norms
Note: Simulations done in IMS Campaign RF
Data Source: TV/Internet Fusion

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Video Brand Effect and the Digital Multiplier:
Driving Effectiveness With Duplication

25

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Shifting Media Spend to Digital Results in Duplicated
Reach…
100%
TV

Reach?

95%
5%
TV
Online

90%
TV

85%
TV

10%
Online

15%
Online

…But is Duplicated Reach Effective?
% of TV Budget Shifted to Online, Across Verticals

Reach %

70
60

57.6

50

+2.5% Reach

60.1
3.7
8.9

+3.6% Reach

+4.2% Reach

61.2
5.8

61.8
7.5

13.2

16

Incremental
Reach for
Same Spend
Duplicated
Reach

40
30

Online Only
Reach

57.6
47.6

20

42.2

38.3

10

TV + Online
Duplicated Reach
TV Only Reach

0
0%

5%

10%

15%

26

*In Share Shift slides, online includes digital video and display ads.
In Brand Effect, digital video and display ads are shown separately.
All advertiser studies. Measurement Period: January 2011-March 2012
Total of 18 studies were aggregated to create norms across all categories
Note: Simulations done in IMS Campaign RF
Data Source: TV/Internet Fusion

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
General Recall of Ads on TV is Improved Through
Duplication Online
•

Prior Exposure to Ad in Online Formats Improves General Ad Recall on TV
General Recall, Across Verticals

TV + Online General Recall

53%

15%

54%
17%

46%

TV +

TV

TV + Video Ad in Full
Full Episode Only
Episode Online

20%

46%

% difference
from TV only

Effectiveness
of Duplicated
Reach

TV Only General Recall
55%

46%

TV +
TV + Video AdTV Short
in
Short Form Only
Form Video Online
Video

TV +
TV
TV + Non-Video Ad Online
Banner Ad Ad)
27
(Banner Only

Standard TV includes TV ads on both cable and broadcast networks.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days.
IAB Online Video Study
Based on Online Ad exposure before TV ad exposure.
Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary.
Copyright © vary
700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
Brand Recall of Ads on TV is Improved Through
Duplication Online
•

Prior Exposure to Ad in Online Formats Improves Brand Recall on TV
Brand Recall, Across Verticals

TV + Online Brand Recall
36%
Effectiveness
of Duplicated
Reach

37%
33%
27%

TV +
Full Episode

TV Only Brand Recall

TV
Only

32%

35%

28%

28%

TV +
TV
Short Form Only
Video

25%

TV +
Banner Ad

TV
Only

28

Standard TV includes TV ads on both cable and broadcast networks.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days.
IAB Online Video Study
Based on Online Ad exposure before TV ad exposure.
Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
Digital Multiplier Effect: Previous Ad Exposure in
Full Episode Player Improves Effectiveness of TV Ads
• Duplicated Reach Lifts Impact of TV Ads by Double Digits
All Brands
TV + Prior Online Exposure

TV Only

To Ad in Full Episode Player

53%

15%
46%
36%

33%

27%

29%

45%

20%

21%

40%

15%

General Recall

Brand Recall

Message Recall

*Online refers to digital video only

Likeability

29

Standard TV includes TV ads on both cable and broadcast networks.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days.
IAB Online Video Study
Based on Video Ad exposure before TV ad exposure.
Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary.
Copyright © vary
700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
Prior Exposure to Full Episode Online Video
Ads Makes TV More Effective Across Demos
TV + Prior Online Video Ad Exposure
in Full Episode

49%
A18-49
Avg TV+
Full Ep
Video

50%
43%

Men 18-49

49%

TV Commercials Only (Total)

41%

32%
25%

32%

42%

23%

Avg. TV
A18-49

26%
17%

General Recall

Brand Recall

Women 18-49

Message Recall

19%

25%
18%

12%

Likeability

General Recall Brand Recall

Message
Recall

16%
13%

Likeability

45%
A18-34
Avg TV+
Full Ep
Video

43%
36%

39%

Men 18-34
24%
18%

Avg. TV
A18-34

General Recall

Brand Recall

47%
42%

18%
12%
Message Recall

Women 18-34
26%
23%

13%10%

19%
16%

14%
12%

Lik eability

General Recall

Brand Recall

Message Recall

Lik eability

30

Standard TV includes TV ads on both cable and broadcast networks.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days.
IAB Online Video Study
Based on Video Ad exposure before TV ad exposure.
Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary.
Copyright © vary
700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
Across Ad Verticals, Prior Exposure to Full Episode Video
Ads Improves General Recall of TV Commercials
• Finance, Tech, Telecom, Retail and Household Products Benefit Most From
Duplication in Full Episodes Online
General Recall Across Ad Verticals, Adults 18+

53%

Video Ad in Full Episode + TV Commercial
TV Commercial Only (Broadcast + Cable)
Avg. 57%
56%
55%
55%
55%
54%
54%
Gen. Recall
53%
51%
51%
50%
of Online
50%
47%
47%
47%
Video
46%
46%
45%
44%
45%
Ads in
41%
Full Ep
39%

46%

Avg.
Gen. Recall
of TV Ads

Finance

Tech

Telecom

Retail

Household Hospitality Restaurants
Products

Pharma

Food &
Beverage

Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Online Formats and TV
across Ad Verticals are available in slides in the appendix.

Auto

Health &
Beauty

31

Standard TV includes TV ads on both cable and broadcast networks.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days.
IAB Online Video Study
Based on Video Ad exposure before TV ad exposure.
Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary.
Copyright © vary
700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
Digital Multiplier Effect: Previous Ad Exposure in
Short Form Online Video Improves Effectiveness of TV Ads
All Brands
TV + Prior Online Exposure

TV Only

To Ad in Short-Form Online Video

54%

17%
46%
37%

32%
28%

30%
50%
20%

21%

40%
15%

General Recall

Brand Recall

Message Recall

Likeability

32
Standard TV includes TV ads on both cable and broadcast networks.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days.
IAB Online Video Study
Based on Video Ad exposure before TV ad exposure.
Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary.
Copyright © vary
700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
Across Ad Verticals, Prior Exposure to Short Form Online
Video Ads Improves General Recall of TV Commercials
• Finance, Tech, Telecom, Hospitality and Restaurants Benefit Most From
Duplication in Short Form Video Online
Short Form Online Video Ad + TV Commercial

TV Commercial Only (Broadcast + Cable)

General Recall Across Ad Verticals, Adults 18+

54%

59%

Avg.
Gen. Recall
of Online
SF Video
Ads

58%

57%

55%

50%

50%
46%

45%

55%
47%

55%
47%

54%
47%

52%
46%

52%
45%

50%
44%

43%
39%

46%
Avg.
Gen. Recall
of TV Ads

Finance

Tech

Telecom

Hospitality Restaurants Household
Products

Retail

Food &
Beverage

Pharma

Auto

Health &
Beauty

33
Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Online Formats and TV
across Ad Verticals are available in slides in the appendix.

Standard TV includes TV ads on both cable and broadcast networks.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days.
IAB Online Video Study
Based on Video Ad exposure before TV ad exposure.
Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary.
Copyright © vary
700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
Digital Multiplier Effect: Viewers Who Saw a Banner Ad
Online Before the TV Ad Showed a Lift Over TV Only
Across Verticals and Brands
TV + Prior Online Exposure
To Display Ad
55%

TV Only

20%

46%
35%

25%

28%

28%

40%
20%

27%

19%
15%

General Recall

Brand Recall

Message Recall

Likeability

34
Standard TV includes TV ads on both cable and broadcast networks.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days.
IAB Online Video Study
Based on Online Ad exposure before TV ad exposure.
Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary.
Copyright © vary
700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
Across Most Ad Verticals, Prior Exposure to Online
(Non-Video) Ads Improves General Recall of TV Commercials
• Hospitality, Tech, Telecom, Retail and Restaurants Benefit Most From
Duplication Online
Non-Video Online Ad + TV Ad

55%
Avg.
60%
59%
58%
Gen.Recall
of Online
50%
Non-Video
46%
Ads
46%

General Recall Across Ad Verticals, Adults 18+

56%
47%

46%

Avg.
Gen. Recall
of TV Ads

Hospitality

Tech

Telecom

TV Commercial Only (Broadcast + Cable)

Retail

56%

54%
52% 50%
49%
49%
49%
48%
48%
46%
46%
43%
42%
40%

Restaurants

Finance

Food &
Beverage

Auto

Pharma

Household
Products

Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Online Formats and TV
across Ad Verticals are available in slides in the appendix.

Health &
Beauty

35

Standard TV includes TV ads on both cable and broadcast networks.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days.
IAB Online Video Study
Based on Online Ad exposure before TV ad exposure.
Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary.
Copyright © vary
700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
Video Brand Effect
Digital is More Effective

36

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Online Video Ads Outperform TV Ads on
All Measured Effectiveness Metrics
Video Ads in TV Shows Online (Full Episode Player)
Video Ads in Short Form Video Online
TV Commercials (Broadcast + Cable)

64%

49%

50%
46%
40%
32%
28%

27%

24%
20%

General Recall

Brand Recall

Message Recall

Standard TV Ads include TV ads on both broadcast and cable. Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same
period; specific creative executions may vary

17%

15%

Likeability

37

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Like Ads in Short Form (up to 24 Min.)
Online Video Outperform Their TV Counterparts
Short Form Video

Standard TV (Total)

4%
49%

47%
14%
32%

14%

28%
24%

13%

21%
17%

General Recall

Brand Recall

Message Recall

15%

Likeability

38
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period;
specific creative executions may vary

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Online Video Ads During Short Form
Videos are Most Effective…
….in These Ad Verticals:
64%

…and in This Demo:

Video Ads in Online Short Form Video

TV Commercials (Broadcast + Cable)

Women 18-34
52%

55%
51%

53% 53% 51%
47%

50%
47%

45% 42%
27%
23%

Tech

Household
Products

Telecom

Food &
Beverage

Pharma

Top Ad Verticals for Ad Effectiveness
(General Recall), Adults 18+

General
Recall

Brand Recall

20%
16%

Message
Recall

14%
12%

Likeability

Top Demo for Ad Effectiveness Metrics
(by largest difference between short form video and TV)

39

Note: More ad effectiveness metrics across demos, genres, verticals and online formats are available in the appendix.

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad exposure
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Video Ads in Full Episode Players Are More Effective
Than TV Commercials
Video Ads in TV Shows Online (Full Episode Player)
Commercials in Standard TV (Total)
64%
39%
50%
46%
85%
27%

40%
100%
20%

28%
87%
15%

General Recall

Brand Recall

Message Recall

Likeability

40
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
IAB Online Video Study
Limited to the same brands that streamed online and aired on TV during the same period; specific
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
creative executions may vary
Online Video Ads During Full Episodes
are Most Effective…
….in These Genres:

…and in These Ad Verticals:

Online Video Ads in Full Episode Players

64% 71%
Avg.
A18+ Gen.
Recall of
Full Ep
Video Ads

46%

69%

68%

71%
65%

64%

52%

51%
42%

TV Commercials (Broadcast + Cable)

44%

50%
44%

67%

47%

65%

47%

65%

45%

63%

45%

Avg.
A18+ Gen.
Recall of
TV Ads

Top Content Genres for Ad Effectiveness
(General Recall), Adults 18+

Top Ad Verticals for Ad Effectiveness
(General Recall), Adults 18+

41

Note: More Brand Effect metrics (Brand Recall, Message Recall, Likeability) for Ads in Full Episodes Online vs. TV across Genres and Ad Verticals are available in the appendix.

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad exposure
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Video Brand Effect by Vertical
CPG and Non-CPG

42

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Both CPG and Non-CPG Video Ads are More Effective
in Full Episodes Online Than on TV
•

About Two-Thirds of Full Episode Streamers Recall the Ad
Non-CPG Adults 18+

CPG Adults 18+
Video Ad in Full Episode Online

Standard TV Commercial (Total)
65%

64%
Avg. Gen.
Recall
A18+
Full Ep Ads

46%

61%

44%

47%

48%

50%
41%

38%

Avg. Gen.
Recall
A18+
TV Ads

28%
26%

26%
19%

General
Recall

Brand
Recall

Message
Recall

28%
21%
15%

15%

Likeability

General
Recall

Brand
Recall

Message
Recall

Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.

Likeability

43

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence
IAB Online Video Study
Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Online Video Ads During Full Episodes
are Most Effective in These Genres…
….For CPG:

…For Non-CPG:

Online Video Ads in Full Episode Players

73%

64% 72%

68%

Avg.
Gen.
Recall of
Video Ads

46%

TV Commercials (Broadcast + Cable)

65%

63%

70%

70%

61%
53%

44%

48%

Animation

48%
39%

Avg.
Gen.
Recall of
TV Ads

SciFi

Documentary
Reality
Drama/Adv.
/Tribute (Non-Competiton)

Documentary
/Tribute

SciFi

64%

52%
45%

44%

43%

Top Content Genres for CPG Ad Effectiveness
(General Recall), Adults 18+

66%

Talk

44%

Drama/Adv

Top Content Genres for Non-CPG Ad Effectiveness
(General Recall), Adults 18+

Animation

44

Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad exposure
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
CPG Video Ads are More Effective in Short Form
Video Online Than on TV
•
•

About Half of Short Form Streamers Recall the Ad
Effectiveness of Non-CPG Video Ads in Short Form is on Par with TV
CPG Adults 18+
Video Ad in Short Form Video Online

49%
Avg. Gen.
Recall
A18+
Ads in
Short Form

Non-CPG Adults 18+
Standard TV Commercial (Total)

48%49%

50%
42%
35%

47%

24%

Avg. Gen.
Recall
A18+
TV Ads

17%

General
Recall

Brand
Recall

31%30%

27%

Message
Recall

23%22%

20%
13%

Likeability

15%16%

General
Recall

Brand
Recall

Message
Recall

Likeability

Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.

45

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence
IAB Online Video Study
Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Digital Video Ad Complete Rates

46

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
On Average, People Streaming Video Watch
The Majority Of The Ads Featured

20
seconds

87%

the average length of viewing per
online video ad

the average completion percent of
those viewing ads in online video
47

Nielsen Video Analytics Data
Measurement Period: January 2011-March 2012

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Those Viewing Long Form Content Watch Ads
Longer Than Those Viewing Short Form Content
% Increase of Long Form
over Short Form

21.4

Average Ad Time
Viewed (seconds)

57%

13.6
Video Ads in Long
Form Video
Video Ads in Short
Form Video

0

10

20

30

88%

Average %
Completion of Ad
Viewed

11%

79%

70%

75%

80%

Nielsen Video Analytics Data
Measurement Period: January 2011-March 2012
Includes a mix of ad lengths
Includes skippable ads (time viewed before skipping is included)

85%

90%

48

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Mid-Roll Ads* Have Higher Viewing Completion
Rates Than Either Pre-roll Or Post-roll Ads
Midroll

Midroll

Preroll

Preroll

99%

Attentiveness
Score: 73

Attentiveness
Score: 88

79%

Attentiveness
Score: 76

Postroll

Postroll

71%

89%

81%
Attentiveness
Score: 78

Attentiveness
Score: 64

Video Analytics Attentiveness Score is a single number measuring the overall quality of
viewers’ experiences with a particular video, ad or ad/content interaction. Variables used to
calculate the score include: time spent viewed/length of clip, usage of pause, skip, or rewind
features, in or out of focus, increase/decreases in volume, going full screen, repeat viewing.
* Mid roll in short form can refer to ads in between short form video during playlists.

79%
Attentiveness
Score: 80

49

Nielsen Video Analytics Data
Measurement Period: January 2011-March 2012

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Viewing Trends and Categories:
- Short Form Video vs. Long Form
- Professional Video vs. UGC

50

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Most Online Video Viewed is Short Form
•

Roughly Four out of Five Minutes Spent Watching
Digital Video is of Short Form Content

Total Number of Online Videos Streamed (%)

Total Time Spent Streaming Online Video (%)

5%
Short Form
Video

95%

Long Form
Video

17%

83%

*Long Form Video refers to any video over 24 minutes long and includes full episodes, short form refers to under 24 minutes.
See Sl. 11 for full definitions.
Note: Each chart features mutually exclusive categories; on the full slide,
there are three non-exclusive categories: Short Form Content, Long Form
Content, and Professionally Produced Content, and may feature overlap
from other categories. All other categories are mutually exclusive. Full

51

Nielsen NetView, Avg. Mos. (1/11-3/12)
Home & Work Usage
IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Long and Short Form Streamers Are Similar…
More Streamers are Women
P18-24

16%

13%

P25-34

25%

P35-54

P55+

33%

31%

34%

Total Unique Streamers

25%

22%

Male

Female

Long Form Streamers
(uniques 18+)

45%

55%

Short Form
Streamers (uniques
18+)

46%

54%

Women Stream More Long Form Videos; Men Prefer Short Form
Total Short Form Videos Streamed

Total Long Form Videos Streamed

42%
58%

Male
Female

Time Spent Streaming: F 54% : M 46%
Short Form is defined as online video content less than 24 minutes in
length. Long Form is defined as online video content longer than 24 minutes
in length. Short form and Long form are mutually exclusive categories. Full
Episodes are considered Long Form Content.

45%
55%

Time Spent Streaming: F 47% : M 53%

52

Nielsen NetView, March 2012
IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Two-Thirds of Time Spent Streaming is of
Professionally Produced Video
•
•

UGC Accounts for 42% of Videos Streamed
Roughly 1 Out of Every 3 Minutes Viewing Online Video is UGC
Total Online Videos Streamed (%)

Total Time Spent Streaming Online Video (%)

Professionally
Produced Video

42%

58%

User Generated
Content

62%

38%

*See Sl. 11 for full definitions.
Brand channels were pulled out of YouTube traffic and attributed to professionally produced content.
Measurement Period: January 2011 – March 2012. Total Minutes Spent
Viewing (Sum Total). Short Form is defined as online video content less than
24 minutes in length. Long Form is defined as online video content longer than
24 minutes in length. Short form and Long form are mutually exclusive
categories. Full Episodes are considered Long Form Content.

53

Nielsen NetView, Avg. Mos. (1/11-3/12)
Home & Work Usage
IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Streamers of UGC and Professional Content
Are Similar…
More Streamers are Women
Total Unique Streamers
P18-24

P25-34

P35-54

Male

P55+

Female

14%

31%

34%

22%

Professional Content

46%

54%

13%

30%

34%

22%

UGC

46%

54%

But Men Stream More Professional Videos and UGC, Especially UGC
Total UGC Videos Streamed

Total Professionally Produced Videos Streamed

47%
53%

Male
Female

Time Spent Streaming: F 47% : M 53%
Short Form is defined as online video content less than 24 minutes in
length. Long Form is defined as online video content longer than 24 minutes
in length. Short form and Long form are mutually exclusive categories. Full
Episodes are considered Long Form Content.

42%
58%

Time Spent Streaming: F 43% : M 57%

54

Nielsen NetView, March 2012
IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
News & Info Has More Than Twice the Reach
of Any Other Genre of Online Video
Active Online Streaming Reach
(%)
Portals, News &
Info

87%

TV Shows & Clips

41%
Nearly

Music

Sports/Sport Clips

Movie Trailer
Gaming/Game
Trailers

37%

24%

HALF of all
streamers
view TV
shows and
clips online.

18%

13%

Movies 7%

55
Nielsen NetView, March 2012

Total Minutes Spent Viewing (Sum Total). Short Form is defined as online video
Home & Work Usage
content less than 24 minutes in length. Long Form is defined as online video content
IAB Online Video Study
longer than 24 minutes in length. Short form and Long form are mutually exclusive
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
categories. Full Episodes are considered Long Form Content.
More Time is Spent Streaming Portals,
News & Info Video Than Any Other Genre
Avg. Monthly Total Time Spent Streaming Online Video
(in MM hours)
Portals, News & Info

299

TV Shows & Clips

96

Movies

64

Music

50% more time is
spent streaming TV
online than Movies

45

Sports/Sport Clips

14

Gaming/Game Trailers

Users View
Three Times
as Many
Minutes of
News & Info
Than TV
Shows

10

Movie Trailer

6

Short Form is defined as online video content less than 24 minutes in
length. Long Form is defined as online video content longer than 24 minutes
in length. Short form and Long form are mutually exclusive categories. Full
Episodes are considered Long Form Content.

56
Nielsen NetView, 12 mos. avg. 1/11-12/12
Home & Work Usage
IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Demos of Video Genres by Videos Streamed
Profile by Total Number of Online Videos Streamed (%)
P18-24

P25-34

21%

18%

26%

28%

17%
11%
13%
24%
22%

P35-54

38%

16%

News, Info & Portals

38%

16%

TV Shows & Clips

12%

Music

25%
25%

31%
41%

27%

23%

40%
27%

26%

Male

P55+

20%
41%

40%

Sports/Highlights

Movie Trailers

9% Games/Gaming Trailers
12%

Short Form is defined as online video content less than 24 minutes in
length. Long Form is defined as online video content longer than 24 minutes
in length. Short form and Long form are mutually exclusive categories.
Full Episodes are considered Long Form Content.

Movies

58%
45%

42%
55%

50%

50%

73%
47%

27%
53%

64%
47%

Female

36%
53%

57

Nielsen NetView, March 2012
IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Thank You!
Questions?
Kristina Sruoginis
Research Director, IAB
Kristina@IAB.net

58

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Slides Not Shown Due to
Time Constraints

59

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
480

For Online Video Streamers,
TV Viewing is Seasonal, but Steady

Avg. Daily Tune-In Minutes TV Viewed Per Month

(8 hrs)

% Change
Jan 2011Mar 2012

Avg. Minutes of TV Viewed Per Tune-In Day per Month

-5%

420

(7 hrs)
378
358

360
(6 hrs)

YoY Change:

+3% -2% -1%

300
(5 hrs)

240
(4 hrs)

TV Viewing by Online Video Streamers
Among Cross-Platform Homes Panel, A18+
Custom Analysis

60

Measurement Period: January 2011-March 2012
Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person
IAB Online Video Study
Nielsen Cross Platform Homes Panel
Note: Home Only Usage
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Avg. Minutes Streamed per Usage Day per Month per TV Viewer

50

Digital Video Viewing is Also Growing
Among TV Viewers 18-34
% Change
Jan 2011Mar 2012

Avg. Minutes Streamed per Usage Day per Month per TV Viewer

40
35.6

+4%

34.3

30
YoY Change:

+11% -3% +5%

20

10

TV Viewing by Online Video Streamers
Among Cross-Platform Homes Panel, A18-34

61

Measurement Period: January 2011-March 2012
Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person
IAB Online Video Study
Nielsen Cross Platform Homes Panel
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Note: Home Only Usage
Hours and Minutes Streamed Per Month HH:MM

Men Stream More Minutes per Month
But Women are Catching Up…

% Change
Jan 2011Mar 2012

300
05:00
04:10
250

260

248

+22%

03:20
200
02:30
150
01:40

+5%

225
Avg. Monthly Minutes
Streamed per Person

187

00:50
100
50

M18+ Avg. Monthly Min. Streamed per Person: 243
F18+ Avg. Monthly Min. Streamed per Person: 202

45%

M18+

0

Men 18+
Women 18+

55%

F18+

62

Measurement Period: January 2011-March 2012
Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person
IAB Online Video Study
Nielsen Cross Platform Homes Panel
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Note: Home Only Usage
Prior Exposure to Short Form Online Video
Ads Makes TV More Effective Across Demos
TV + Prior Online Video Ad Exposure
in Short Form Video

49%
A18-49
Avg TV+
Short
Form
Video

51%
43%

Men 18-49

48%

TV Commercials Only (Total)

41%

42%

32%
25%

32%

Avg. TV
A18-49

23%

25%
17%

General Recall

Brand Recall

Women 18-49

Message Recall

18%

25%
18%

12%

Likeability

General Recall Brand Recall

Message
Recall

16%
13%

Likeability

43%
A18-34
Avg TV+
Short
Form
Video

Men 18-34

47%

41%
36%
24%
18%

39%
Avg. TV
A18-34
General Recall

Brand Recall

18%
12%
Message Recall

Women 18-34

41%
28%
23%

13%10%

21%
16%

14%
12%

Lik eability
General Recall

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

Brand Recall

Message Recall

Lik eability

63

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Duplication: Prior Exposure to Display Ads
(Non-Video Online) Makes TV More Effective
TV + Prior Display (Non-Video) Online Ad
Exposure

TV Commercials Only (Total)

50%
Avg
TV+
Display
A18-49

Men 18-49

50%
41%
32%

43%

23%

Avg. TV
A18-49

General
Recall

Brand Recall

25%
17%

Message
Recall

30%
25%
16%
12%

Likeability

Men 18-34

45%
Avg
TV+
Display
A18-34

50%
44%

39%
Avg. TV
A18-34
General Recall

Brand Recall

General
Recall

47%
42%

43%
36%
24%
18%

18%
12%
Message Recall

Women 18-49

Brand
Recall

13%10%

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

Message
Recall

15%
13%

Likeability

Women 18-34
26%
23%

Lik eability

22%
18%

Brand Recall

19%
16%
Message Recall

14%
12%
Lik eability

64

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Short Form Online Video is More Effective
Than TV Across Demos
Online Video Ad in Short Form Video

Standard TV Commercial (Total)

45%
Avg.
Recall
A18-49
SF Ads

Men 18-49
43%42%

44%

27%24%

Avg.
Recall
A18-49
TV Ads

General
Recall
42%
Avg.
Recall
A18-34
SF Ads

46% 45%

Brand Recall

21%18%

Message
Recall

28%25%
15%13%

Likeability

Men 18-34

40%

22%19%

General Recall

Brand Recall

General
Recall

45% 42%

38%37%

Avg.
Recall
A18-34
TV Ads

Women 18-49

Brand Recall

Message Recall

12%10%
Lik eability

General Recall

Message
Recall

14%13%

Likeability

Women 18-34
27%
23%

16%
12%

21%
18%

Brand Recall

20%
16%
Message Recall

Note: More slides are available in the appendix that show Short Form vs. TV Brand Effect across the
following demos: A18+, M18+, W18+, A18-49, A18-34, A35-64, M35-64, W35-64

14%
12%
Lik eability

65

Standard TV includes TV ads on both cable and broadcast networks Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired
IAB Online Video Study
on TV during the same period; specific creative executions may vary
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Several Ad Verticals, Short Form Online
Video Ads Are More Memorable Than TV Ads
•
•

Tech, Household Products, Telecom, Food & Beverage, Pharma Verticals Are Most Effective
Tech and Health & Beauty Video Ads Online Significantly Outperform TV
Video Ads in Online Short Form Video
64%

General Recall Across Ad Verticals, Adults 18+

49%
Avg.
Gen.Recall
of SF
Video Ads

TV Commercials (Broadcast + Cable)

52%

55%
54%
53% 51%
51% 53%
50%
50%
48%
47%
47%

47%47%

37%

51%
46%
43%

39%

46%
38%

47%
Avg.
Gen. Recall
of TV Ads

Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Short Form
Video vs. TV across Ad Verticals are available in slides in the appendix.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad exposure
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

66

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Demos, Video Ads are More Effective
in Full Episodes Online Than on TV
62%
Avg.
Recall
A18-49
Full Ep Ads

Video Ad in Full Episode Online
62%
Men 18-49
48%
41%

43%

57%
Avg.
Recall
A18-49
Full Ep Ads

26%

23%

General
Recall

36%

39%

Brand
Recall

General Recall

38%

Message
Recall

25%
18%

12%

Likeability

General
Recall
58%

41%

41%

Brand
Recall

Brand Recall

12%
Message Recall

Message
Recall

23%
13%

Likeability

Women 18-34
41%

32%
18%

Avg.
Recall
A18-34
TV Ads

17%

Men 18-34

57%

47%

38%

42%
Avg.
Recall
A18-49
TV Ads

Standard TV Commercial (Total)
62%
Women 18-49

32%
23%

19%
10%
Lik eability

16%

General Recall

Brand Recall

Message Recall

Note: More slides are available in the appendix that show Full Episodes Online vs. TV Brand Effect
across the demos: A18+, M18+, W18+, A18-49, A18-34, A35-64, M35-64, W35-64

22%
12%
Lik eability

67

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence
IAB Online Video Study
Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Genres, Online Video Ads During
Full Episodes Are More Memorable Than TV Ads
• About 2 in 3 Online Video Viewers Recall the Ads; Less Than Half of
TV Viewers Recall Ads
Online Video Ads in Full Episode Players

64%

71%

Avg.
Gen. Recall
of Full Ep
Video Ads

68%

General Recall Across Genres, Adults 18+

65%

64%

63%

62%

62%

60%
54%

52%

51%
42%

46%

69%

Total TV Ads (Broadcast + Cable)

44%

44%

43%

44%

46%

51%
49%

43%

38%

Avg.
Gen. Recall
of TV Ads

68
Note: More Brand Effect metrics (Brand Recall, Message Recall, Likeability) for Ads in Full Episodes Online
vs. TV across Genres are available in slides in the appendix.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Ad Verticals, Video Ads in Full Episodes
Online Are More Memorable Than TV Commercials
•
•

Finance, Retail, Restaurants, Hospitality and Pharma are Most Effective Online
Finance, Retail, Hospitality and Health & Beauty Video Ads Outperform TV by 20
Percentage Points or More
Video Ads in Full Episodes Online
71%

General Recall Across Ad Verticals, Adults 18+

67%

65%

64%

Avg.
Gen. Recall
of Video Ads

50%

TV Commercials (Broadcast + Cable)

47%

47%

65%

45%

63%

45%

62%

62%

51%

61%

47%

61%

46%

46%

60%
46%

60%

44%

37%

Avg.
Gen. Recall
of TV Ads

Finance

Retail

Restaurants Hospitality

Pharma

Telecom

Household
Products

Food &
Beverage

Health &
Beauty

Tech

Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Full Episodes
Online vs. TV across Ad Verticals are available in slides in the appendix.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad exposure
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

Auto

69

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Ad Verticals, Brands Are More Memorable
in Full Episodes Online Than on TV Commercials
•
•

Over Half Recall the Brand Advertised in Online Video for Hospitality, Finance, Retail,
Restaurants and Food & Beverage
Brand Recall Online is Twice That of TV for Hospitality and Health & Beauty Video Ads
Video Ads in Full Episodes Online

55%

53%

53%

53%

50%

TV Commercials (Broadcast + Cable)

Brand Recall Across Ad Verticals, Adults 18+

50%

49%

Avg.
Brand Recall
of Video Ads

27%

30%

Avg.
Brand Recall
of TV Ads

30%

32%

45%

44%

44%

26%

26%

24%

19%

Finance

Retail

Restaurants

Food &
Beverage

42%

32%

30%

26%

Hospitality

47%

Pharma

Household
Products

Health &
Beauty

Telecom

Tech

23%

Auto

70
Note: More ad effectiveness metrics across demos, genres, verticals and online formats are available in the appendix.

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad exposure
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Ad Verticals, Ad Messages Are More
Memorable in Full Episode Online Than on TV
• More Than Twice as Many Recall Messages Online Than on TV for Hospitality,
Finance, Health & Beauty
Video Ads in Full Episodes Online

40%

45%

44%

44%

Message Recall Across Ad Verticals, Adults 18+

43%
40%

Avg.
Message
Recall of
Video Ads

20%
Avg.
Message
Recall
of TV Ads

TV Commercials (Broadcast + Cable)

37%

24%

23%
19%

21%

23%

36%

36%

35%

34%

32%

21%

22%

18%

17%

18%

13%

Restaurants Hospitality

Retail

Finance

Food &
Beverage

Household
Products

Pharma

Telecom

Health &
Beauty

Auto

Note: More ad effectiveness metrics across demos, genres, verticals and online formats are available in the appendix.

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad exposure
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

Tech

71

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Ad Verticals, Video Ads Are More
Likeable in Full Episodes Online Than on TV
• Online Video Ads are More Than Twice as Likeable Than on TV for Hospitality,
Pharma and Auto
Video Ads in Full Episodes Online
35%

34%
32%

Likeability of Ads Across Categories, Adults 18+

30%

28%

Avg.
Likeability
of Full Ep
Video Ads

TV Commercials (Broadcast + Cable)

28%

27%

27%

27%
25%

19%
16%

15%

18%

14%

14%
12%

Hospitality

Retail

Restaurants

Finance

Food &
Beverage

23%

18%

18%

Avg.
Likeability
of TV Ads

Health &
Beauty

24%

Household
Products

Pharma

12%

Auto

12%

Tech

13%

Telecom

72

Note: More ad effectiveness metrics across demos, genres, verticals and online formats are available in the appendix.

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad exposure
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Demos, Non-CPG Video Ads are
On Par with TV in Short Form Videos
44%
Avg.
Recall
A18-49
Short Form
Ads

46%46%

42%44%

45%

26%26%

Avg.
Recall
A18-49
TV Ads

General
Recall

Brand
Recall

20%19%

Message
Recall

27%26%

14%14%

Likeability

Non-CPG Men 18-34

42%
Avg.
Recall
A18-49
Full Ep Ads

Standard TV Commercial (Total)
Non-CPG Women 18-49

Video Ad in Short Form Video Online
Non-CPG Men 18-49

General
Recall
44%43%

38%38%

Avg.
Recall
A18-34
TV Ads
General Recall

Message
Recall

13%13%

Likeability

Non-CPG Women 18-34
26%24%

21%20%

41%

Brand
Recall

20%19%

Brand Recall

18%17%
16%13%
Message Recall

12%11%
Lik eability

General Recall

Brand Recall

Message Recall

Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.

13%12%

Lik eability

73

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence
IAB Online Video Study
Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Demos, Non-CPG Video Ads are More
Effective in Full Episodes Online Than TV
63%
Avg.
Gen.
Recall
A18-49
Full Ep Ads

Video Ad in Short Form Video Online
63%
Non-CPG Men 18-49
42%

48%

44%

58%
Avg. Gen.
Recall
A18-34
Full Ep Ads

27%

24%
17%

General
Recall
58%

39%

Brand
Recall

General Recall

Message
Recall

Likeability

25%
18%

General
Recall
58%

42%

41%

Brand
Recall

Brand Recall

Message Recall

13%

Likeability

41%
31%
22%

20%
12%

Message
Recall

23%

Non-CPG Women 18-34

32%
18%

Avg. Gen.
Recall
A18-34
TV Ads

38%

13%

Non-CPG Men 18-34

37%

47%

38%

43%
Avg. Gen
Recall
A18-49
TV Ads

Standard TV Commercial (Total)
Non-CPG Women 18-49

63%

10%
Lik eability

General Recall

Brand Recall

16%

22%

Message Recall

Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.

12%
Lik eability

74

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence
IAB Online Video Study
Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Genres, Online CPG Video Ads During
Full Episodes Are More Memorable Than TV Ads
• CPG Video Ads in Animation, Science Fiction, Documentaries, Reality and
Drama Have Best General Recall in Full Episodes Online
Online Video Ads in Full Episode Players
72%

68%

64%

Total TV Ads (Broadcast + Cable)

General Recall Across Genres, Adults 18+

65%

Avg.

63%

61%

61%

Gen. Recall
of Full Episode

48%

Video Ads

58%

48%

44%

46%

60%

39%

43%

43%
41%

44%

58%
46%

58%
48%
42%
38%

Avg.
Gen. Recall
of TV Ads

75
Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Genres, Non-CPG Online Video Ads During
Full Episodes Are More Memorable Than TV Ads
• Video Ads in Documentaries, SciFi, Talk, Drama and Animation in Full Episodes
Online Have Best General Recall
Online Video Ads in Full Episode Players
73%

70%

70%

64%
Avg.
Gen. Recall
Video Ads in
Full Episodes 44%

46%
Avg.
Gen. Recall
of TV Ads

53%

Total TV Ads (Broadcast + Cable)

General Recall Across Genres, Adults 18+

66%

64%

64%

64%

63%

62%

59%
54%

52%
45%

63%
49%

44%

44%

45%

45%

50%
44%

38%

76
Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Demos, CPG Video Ads are More
Effective in Full Episodes Online Than on TV
60%
Avg. Gen.
Recall
A18-49
Full Ep.
Ads

Video Ad in Full Episode Video Online
CPG Men 18-49
59%
45%
38%
21%

General
Recall
56%
Avg. Gen.
Recall
A18-34
Full Ep Ads

43%

35%

Brand
Recall

15%

12%

Message
Recall

Likeability

18%

General
Recall
58%
41%

36%
28%

39%

17%

Avg. Gen.
Recall
A18-34
TV Ads
General Recall

37%
26%

24%

CPG Men 18-34

52%

46%

36%

41%
Avg. Gen.
Recall
A18-49
TV Ads

Standard TV Commercial (Total)
61%
CPG Women 18-49

Brand Recall

11%
Message Recall

Brand
Recall

Message
Recall

44%
35%
24%
17%

General Recall

Likeability

CPG Women 18-34

17%
10%
Lik eability

22%
14%

Brand Recall

22%
14%

Message Recall

Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.

Lik eability

77

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence
IAB Online Video Study
Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Demos, CPG Video Ads are More
Effective in Short Form Videos Online Than on TV
45%

Standard TV Commercial (Total)
CPG Women 18-49

Video Ad in Short Form Video Online
CPG Men 18-49

Avg.
Recall
A18-49
Short Form 44%
Ads
37%

39%

47%
41%
31%
24%

30%

Avg.
Recall
A18-49
TV Ads

19%

General
Recall

Brand
Recall

23%
13%

Message
Recall

17%
10%

Likeability

CPG Men 18-34

42%
Avg.
Recall
A18-34 37%
34%
Short Form
Ads

37%
Avg.
Recall
A18-34
TV Ads
General Recall

General
Recall
46%
40%

Brand
Recall

Brand Recall

17%
10%
Message Recall

Message
Recall

22%
15%

12% 9%
Lik eability

General Recall

16%13%

Likeability

CPG Women 18-34
29%
22%

23%
16%

24%
16%

Brand Recall

15%
12%

Message Recall

Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.

Lik eability

78

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence
IAB Online Video Study
Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Short Form Content Reaches Nine in Ten
Online Video Viewers
Active Online Reach
(%)

92%

Short Form Content

Nearly

ALL
Streamers Watch
Short Form Video

Long Form Content

20%

*Long Form Video refers to any video over 24 minutes long and includes full episodes. Short form refers to under 24 minutes. See Sl. 11 for full definitions.

Note: Each chart features mutually exclusive categories; on the full slide,
there are three non-exclusive categories: Short Form Content, Long Form
Content, and Professionally Produced Content, and may feature overlap
from other categories. All other categories are mutually exclusive.

79

Nielsen NetView, March 2012
Home & Work Usage
IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Time Spent Streaming Video (Billions of Minutes)

Short Form and Long Form Digital Video
Show Seasonal Jan. Spike
35

Total Time Spent Streaming Online Video
30

Short Form
Content

25

YoY Change: +9% +2% -1%

20

15

Avg. Monthly Short Form Time Spent Streaming: 26 Billion Minutes
Avg. Monthly Long Form Time Spent Streaming: 5.3 Billion Minutes

10

Long Form
Content

5

YoY Change: -1% +18% -3%

-

*Netflix changed its methodology in April and May, impacting Time Spent Streaming
Movies (Long Form) and Movie Trailer (Short Form)
Measurement Period: January 2011 – March 2012. Total Minutes Spent
Viewing (Sum Total). Short Form is defined as online video content less
than 24 minutes in length. Long Form is defined as online video content
longer than 24 minutes in length. Short form and Long form are mutually
exclusive categories. Full Episodes are considered Long Form Content.

80

Source: NetView Online Panel
IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Professionally Produced Content Reaches
9 in 10 Online Video Viewers; UGC Reaches 8 in 10
Active Online Reach
(%)
Professionally
Produced Content

91%

Nearly

ALL
streamers watch
professionally
produced
video

User Generated
Content (UGC)

80%

*See Sl. 11 for full definitions.
Brand channels were pulled out of YouTube traffic and attributed to professionally produced content.
Measurement Period: January 2011 – March 2012. Total Minutes Spent
Viewing (Sum Total). Short Form is defined as online video content less
than 24 minutes in length. Long Form is defined as online video content
longer than 24 minutes in length. Short form and Long form are mutually
exclusive categories. Full Episodes are considered Long Form Content.

81

Nielsen NetView, March 2012
(Typical month)
IAB Online Work Usage
Home & Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Time Spent Streaming Video (Billions of Minutes)

UGC and Professional Digital Video Grow;
Both Seasonally Spike in Jan.
35

Total Time Spent Streaming
30

Professionally
Produced
Content

25

20

YoY Change: +10% +8% -1%

15

10

Avg. Monthly Min. Streaming UGC: 27.7 Billion Minutes
Avg. Monthly Min. Streaming Pro Content: 17.1 Billion Minutes

5

0

User
Generated
Content

YoY Change: +21% +12% +8%

82
Source: NetView Online Panel. Measurement Period: January 2011 – March 2012.
Total Minutes Spent Viewing (Sum Total). Short Form is defined as online video
content less than 24 minutes in length. Long Form is defined as online video content
IAB Online Video Study
longer than 24 minutes in length. Short form and Long form are mutually exclusive
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
categories. Full Episodes are considered Long Form Content.
Time Spent Streaming Professionally Produced
Video Grows 8% Year Over Year
•

Largely driven by Full Length Movies, News & Info, and Games
YoY
%Chg
2/11-2/12

Total Time Spent Streaming (Min.)
28,985,399,599
27,758,596,703
25,000,000,000

Professionally
Produced
Content

8%
14%

Portals, News
& Info
20,000,000,000

TV Shows &
Clips

-29%
25%

Movies

15,000,000,000

Music
Sports/Sports
Highlights

-33%

Gaming/Game
Trailers

5,000,000,000

-42%

Movie Trailer

10,000,000,000

-28%

36%

-

83
*Netflix changed its methodology in April and May, resulting in Movie Trailer drop in Time Spent
Streaming .Feb. chosen for YoY comparison to avoid Jan. seasonality
Short Form is defined as online video content less than 24 minutes in length. Long Form is
defined as online video content longer than 24 minutes in length. Full Episodes are
considered Long Form Content.

Jan. 2011 – Mar. 2012
Source; NetView Online Panel
Total Minutes Spent Viewing (Sum Total)

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Appendix

84

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Identifying Future Opportunities With Learnings
CPG Studies (13)
From Past Studies
• Aggregated 18 different studies from
different advertisers across categories
including:
–
–
–
–
–
–
–
–

9%

Food
Health & Beauty
Beverage
Technology
Auto
Retail
Finance
Telecom

91%
Online Display

Online Video

All Studies (18)

11%

• CPG break out includes aggregate of Food,
Health & Beauty, and Beverages
89%
85

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Mobile Video Viewing Is Growing Along With
Online Video
Mobile Video Viewers (000s)

33,526

35,957

28,538

Q1 2011

Q4 2011

Q1 2012
86

From Nielsen Cross Platform Report, Q1 2012
Mobile video user projection, time spent and composition data are based on survey analysis
of past 30 day use during the period. The mobile video audience figures in this report
IAB Online Video Study
include mobile phone users (aged 13+) who access mobile video through any means
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
(including mobile Web, subscription-based, downloads and applications).
Digital Video Viewing is Growing
Among TV Viewers
Avg. Minutes Streamed Per Month

250

Avg. Monthly Minutes Streamed per TV Viewer

% Change
Jan 2011Mar 2012
241

240

(4 hrs)

+12%

230
220
216

+14%

210

(3.5hrs)

1/11 +12%
+10%
-1/12 2/11
3/11
-2/12
-3/12

200
190
180

(3 hrs)

170
160
150

(2.5hrs)

Avg. Monthly Minutes Streamed per TV Viewer
Among Cross-Platform Homes Panel, A18+

87

Online Video Streaming Usage by TV Viewers
Measurement Period: January 2011-March 2012
Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person
Nielsen Cross Platform Homes Panel
Note: Home Only Usage

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Avg. TV Minutes Viewed Per Month

TV Viewing is Flat
Among Video Streamers
10000

Avg. Monthly TV Minutes Viewed per Video Streamer

% Change Jan
2011-Mar 2012

9500
9000

-8%

9177

8500

8431

8000

+2%

7500

1/11
-1/12

7000

+1% -4%
2/11
-2/12

3/11
-3/12

6500
6000
5500
5000

Avg. Monthly TV Minutes Viewed per Streamer
Among Cross-Platform Homes Panel, A18+

88

TV Viewing by Online Video Streamers
Measurement Period: January 2011-March 2012
Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person
IAB Online Video Study
Nielsen Cross Platform Homes Panel
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Note: Home Only Usage
Online Video Ads During Full Episodes
Are More Effective Than Broadcast or Cable TV Ads
• Viewers are Twice as Likely to Enjoy an Online Ad and to Remember
it’s Brand and Message Than They Are a Cable TV Ad
Online Video Ads in Full Episode Players

64%

Broadcast TV Ads

Cable TV Ads

Ad Effectiveness Metrics , Adults 18+

52%

50%
Online is Twice as Effective as Cable

44%

40%
33%
26%

28%

25%

19%

General Recall

Brand Recall

Message Recall

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

17%

14%

Likeability

89

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Prior Exposure to Short Form Online Video
Ads Makes TV More Effective Across Demos
TV + Prior Online Video Ad Exposure
in Short Form Video

49%
A18-49
Avg TV+
Short
Form
Video

51%
43%

Men 18-49

48%

TV Commercials Only (Total)

41%

42%

32%
25%

32%

Avg. TV
A18-49

23%

25%
18%

17%

General Recall

Brand Recall

32%
28%

General Recall

Message Recall

Brand Recall

24%21%

Message Recall

25%
18%

12%

Likeability

Adults 18-34

49%47%

Women 18-49

General Recall Brand Recall

49% 47%

17%15%

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

Likeability

Adults 35-64
32%
28%

Lik eability

Message
Recall

16%
13%

Brand Recall

24%
21%

Message Recall

17%
15%
Lik eability

90

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Prior Exposure to Full Episode Online Video
Ads Makes TV More Effective Across Demos
TV + Prior Online Video Ad Exposure
in Full Episode

49%

A18-49
Avg TV+
49%
Full Ep
Video
41%

TV Commercials Only (Total)

50%
43%

Men 18-49

32%
25%

32%

42%

23%

Avg. TV
A18-49

26%
19%

17%

General Recall

Brand Recall

Message Recall

Likeability

General Recall

Brand Recall

Message Recall

General Recall Brand Recall

58%
48%

43%
39%
19%
14%

25%
18%

12%

Adults 18-34

25%
21%

Women 18-49

Message
Recall

Adults 35-64
42%
35%
30%
22%

13%11%
Lik eability

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

Brand Recall

Message Recall

16%
13%

Likeability

26%
16%
Lik eability

91

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Duplication: Prior Exposure to Non-Video
Online Ads Makes TV More Effective
TV + Prior Non-Video Online Ad
Exposure
50%

Men 18-49

Avg 50%
TV+
41%
Online
A18-49

32%

43%

23%

Avg. TV
A18-49

General Recall

45%
39%

Brand Recall

25%
17%

Message Recall

30%
25%
16%
12%

Likeability

Brand Recall

General Recall Brand Recall

58%
49%

Adults 18-34

25%
21%

General Recall

50%
44%

TV Commercials Only (Total)
Women 18-49

Message Recall

Message
Recall

31%
23%

13%11%
Lik eability

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

15%
13%

Likeability

Adults 35-64
39%
30%

19%
14%

22%
18%

Brand Recall

Message Recall

21%
16%
Lik eability

92

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Duplication: Prior Exposure to Short Form
Online Video Ads Makes TV More Effective
TV Commercials Only (Total)

TV + Prior Online Video Ad Exposure in
Short Form Video
55%
46%

General
Recall

49%
42%

Adults 18+
35%
28%

Brand
Recall

28%
20%

Message
Recall

Likeability

Brand Recall

General
Recall

59%
48%

44%
39%

General Recall

32%
24%

19%
15%

Adults 18-34
26%
21%

Adults 18-49

Brand
Recall

Message Recall

Message
Recall

17%
13%

Likeability

Adults 35-64
42%
30%

19%
14%

25%
17%

35%
22%

14%11%

26%
16%

Lik eability

General Recall

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

Brand Recall

Message Recall

Lik eability

93

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Duplication: Prior Exposure to Short Form
Online Video Ads Makes TV More Effective
TV + Prior Online Video Ad Exposure in
Short Form Video
54%
Men 18+
46%
38%
31%
28%
23%
21%
15%

General
Recall

Brand
Recall

Likeability

32%
23%

Brand Recall

25%
17%

Message Recall

55%
46%

Women 18+
36%
27%

General
Recall

51%
43%

Men 18-49

48%
41%

General Recall

Message
Recall

TV Commercials Only (Total)

Brand
Recall

18%
12%

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

Message
Recall

19%
15%

Likeability

Women 18-49
32%
25%

Lik eability

28%
20%

Brand Recall

25%
18%

Message Recall

16%
13%
Lik eability

94

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Duplication: Prior Exposure to Short Form
Online Video Ads Makes TV More Effective
TV + Prior Online Video Ad Exposure in
Short Form Video
Men 18-34

24%
18%

49%

Women 18-34
47%
41%

41%
36%

General
Recall
60%

TV Commercials Only (Total)

Brand
Recall

45%

18%
12%

Message
Recall

28%
23%
13%10%

Likeability

General
Recall

58%
48%

Men 35-64
38%

31%
24%

29%
17%

General Recall

Brand Recall

Message Recall

Lik eability

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

Brand
Recall

21%
16%

Message
Recall

Women 35-64
40%
29% 32%
21%

Brand Recall

Message Recall

14%12%

Likeability

23%
15%
Lik eability

95

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Short Form Online Video is More Effective
Than TV Across Demos
Video Ads in Short Form Video Online
Adults 18+

49%47%

Adults 18-49
45%44%

32%
28%

General
Recall

Standard TV Commercials (Total)

Brand
Recall

24%21%

Message
Recall

28%25%

17%15%

Likeability

General
Recall

51% 50%

Adults 18-34
42%40%
25%
21%

General Recall

Brand Recall

Brand
Recall

Message Recall

Message
Recall

27%
23%

13%12%
Lik eability

General Recall

14%13%

Likeability

Adults 35-64
35%
31%

18%15%

21%18%

Brand Recall

Message Recall

19%
17%

Lik eability

96

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
IAB Online Video Study
Limited to the same brands that streamed online and aired on TV during the same period; specific
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
creative executions may vary
Short Form Online Video is More Effective
Than TV Across Demos
Video Ads in Short Form Video Online
Men 18+

48%47%

33%
29%

General
Recall

Brand
Recall

50%48%

25%22%

Message
Recall

18%16%

Likeability

General Recall

Brand Recall

Message Recall

General
Recall

46%
45%

43%42%
21%18%

Women 18+
32%
28%

Men 18-49
27%24%

Standard TV Commercials (Total)

Brand
Recall

15%13%

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

Message
Recall

16%15%

Likeability

Women 18-49
28%
25%

Lik eability

23%20%

Brand Recall

21%
18%

Message Recall

14%
13%
Lik eability

97

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Short Form Online Video is More Effective
Than TV Across Demos
Video Ads in Short Form Video Online

Standard TV Commercials (Total)

Men 18-34

Women 18-34
45%42%

38%37%
22%19%

General
Recall

Brand
Recall

Message
Recall

12%10%

Likeability

36%
32%

Brand Recall

28%25%

Message Recall

General
Recall

51%
49%

Men 35-64

51%50%

General Recall

16%
12%

27%
23%

Brand
Recall

21%18%

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

Message
Recall

14%12%

Likeability

Women 35-64
33%
30%

Lik eability

20%
16%

Brand Recall

25%
22%

Message Recall

17%
16%
Lik eability

98

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Short Form Online Video is More Effective
Than TV Across Demos
Online Video Ad in Short Form Video

Standard TV Commercial (Total)

45%
Avg.
Recall
A18-49
SF Ads

Men 18-49

46% 45%

43%42%

44%

27%24%

Avg.
Recall
A18-49
TV Ads

General
Recall

Brand Recall

21%18%

Message
Recall

28%25%
15%13%

Likeability

General
Recall

51% 50%

Adults 18-34
42%40%
25%
21%

General Recall

Brand Recall

Women 18-49

Brand Recall

Message Recall

Message
Recall

27%
23%

13%12%
Lik eability

General Recall

14%13%

Likeability

Adults 35-64
35%
31%

18%15%

21%
18%

Brand Recall

Message Recall

19%
17%

Lik eability

99

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
IAB Online Video Study
Limited to the same brands that streamed online and aired on TV during the same period; specific
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
creative executions may vary
Across Demos, Video Ads are More Effective
in Full Episodes Online Than on TV
62%
Avg.
Recall 62%
A18-49
Full Ep Ads

42%

Video Ad in Full Episode Online
Men 18-49
48%

41%

Avg.
Recall
A18-49
TV Ads

57%
39%

43%

38%
23%

General
Recall

Standard TV Commercial (Total)
62%
Women 18-49

Brand
Recall

26%
17%

Message
Recall

25%
18%

Likeability

General
Recall

69%

41%

48%

32%

General Recall

Brand Recall

Message Recall

Brand
Recall

Message
Recall

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

Likeability

55%
46%
34%
22%

11%
Lik eability

23%
13%

Adults 35-64

30%

21%
14%

38%

12%

Adults 18-34

21%

47%

Brand Recall

Message Recall

16%
Lik eability

100

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Demos, Video Ads are More Effective
in Full Episodes Online Than on TV
Standard TV Commercial (Total)

Video Ad in Full Episode Online
64%
46%

62%
50% Adults 18+
40%
20%

Brand
Recall

57%
39%

42%

Message
Recall

Likeability

Adults 18-34

21%

General
Recall

69%
48%

Message Recall

Brand
Recall

Message
Recall

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

Likeability

55%
46%
34%
22%

11%
Lik eability

13%

Adults 35-64

30%

21%
14%

24%
17%

41%

Brand Recall

38%
24%

15%

32%

General Recall

47%

28%

27%

General
Recall

Adults 18-49

Brand Recall

Message Recall

16%
Lik eability

101

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Demos, Video Ads are More Effective
in Full Episodes Online Than on TV
65%

Video Ad in Full Episode Online

45%

63%
52% Men 18+
42%
21%

Brand
Recall

46%

Message
Recall

27%
20%

15%

Likeability

General
Recall

Men 18-49

41%

43%

38%
23%

Brand Recall

48%
39%

62%
48%

General Recall

Women 18+
33%

28%

General
Recall
62%

Standard TV Commercial (Total)

26%
17%

Message Recall

Brand
Recall

25%

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

14%

Likeability

Women 18-49
47%
38%

12%
Lik eability

Message
Recall

24%

Brand Recall

18%

Message Recall

23%
13%
Lik eability

102

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Demos, Video Ads are More Effective
in Full Episodes Online Than on TV
Video Ad in Full Episode Online
57%
36%

General
Recall
71%

58%

Men 18-34
41%

Brand
Recall

12%

Message
Recall

Women 18-34

41%

32%
18%

Standard TV Commercial (Total)

32%
23%

19%
10%

Likeability

16%

General
Recall

Brand
Recall

67%

Men 35-64
48%

41%

48%

31%
24%

General Recall

Brand Recall

Message Recall

Message
Recall

22%
12%

Women 35-64
53%
44%

58%
49%

41%

29%
21%

17%

Lik eability

Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Green arrows indicate a positive difference at >90% confidence
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV during the same period; specific
creative executions may vary

General Recall

Brand Recall

Message Recall

Likeability

28%
15%
Lik eability

103

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Genres, Nearly Twice as Many Recall
the Brand Advertised in Online Video Than on TV
• Roughly Half Recall the Brand Online vs. 1 in 4 on TV
• Online Documentaries, Science Fiction and Talk Especially Outperform TV
Online Video Ads in Full Episode Players
58%

Brand Recall Across Genres, Adults 18+

57%

57%

50%

50%

49%

Avg.
Brand Recall
for Video Ads

Avg.
Brand Recall
for TV Ads

48%

48%

48%

46%
41%

33%

27%

Total TV Ads (Broadcast + Cable)

24%

33%
26%

33%
30%

28%

27%

24%

25%

25%

19%

104
Brand recall only asked of those who correctly recall general recall.
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Message recall, only shown to those who correctly recall brand.
Online & TV data based on responses up to 1 day post-ad stream
IAB Online Video Study
Limited to the same brands that streamed online and aired on TV during the same period;
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
specific creative executions may vary. TV ads include primetime, non-sports
Top Genres for Online Video Ad Effectiveness
Video Ad on an Online Full Episode Player vs. TV Commercial
General Recall FEP

General Recall TV

Brand Recall FEP

Message Recall FEP

Message Recall TV
69%

Likeability FEP

71%
58%

57%
51%

52%

42%

35%
24%

17%

14%

Documentary/Salute/Tribute

Likeability TV
68%
57%
49%
44%

46%

33%

Brand Recall TV

34%
25%
17%

26%

Science Fiction

65%

40%

19%

12%

Talk Format

64%
52%
50%
41%
33%
25%28%
17%

49%
44%

39%

27%

26%
19%
13%

105
Drama/Adventure
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

Animation
IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Genres, the Ad’s Message is More
Memorable in Online Video Ads Than TV Ads
• Ads in Documentaries and Instructional Videos are Three Times More Effective
Online
Online Video Ads in Full Episode Players
52%

49%

Message Recall Across Genres, Adults 18+

46%

42%

41%

40%
Avg.
Message
Recall
of Video Ads

20%
Avg.
Message
Recall
of TV Ads

Total TV Ads (Broadcast + Cable)

39%

38%

38%

38%
30%

25%
17%

25%

19%

19%

17%

18%

20%

23%
22%
17%

13%

106
TV ads include primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

Brand recall only asked of those who correctly recall general recall.
Message recall, only shown to those who correctly recall brand.

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Genres, Online Video Ads Are
More Likeable Than TV Ads
• Online Ads in Talk Shows are Three Times More Likeable Than on TV
• Ads in Most Genres are Twice as Likeable Online
40%

Online Video Ads in Full Episode Players
35%

Adults 18+ Who Liked the Ad, Across Genres

34%
31%

29%

28%
Avg.
Likeability
of Video Ads

15%

Total TV Ads (Broadcast + Cable)

28%

28%

26%

26%
23%

17%
12%

14%

15%

15%

16% 16%

17%
13%

13%

13%
11%

Avg.
Likeability
of TV Ads

107
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad stream
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Some Ad Verticals, Short Form Online
Video Brands Are More Memorable Than TV Ads
• Tech, Food & Beverage, Health & Beauty, Telecom and Pharma Video Ads
Online Significantly Outperform TV Commercials
Video Ads in Online Short Form Video

32%

Brand Recall Across Ad Verticals, Adults 18+

38%

Avg.
Brand Recall
of Video Ads

28%

35%
28%

TV Commercials (Broadcast + Cable)

35%

34%

29%

Avg.
Brand Recall
of TV Ads

34%

38%

37%
34%

29%

33%
29%

32%
28%28%

23%

21%

19%

Tech

Food &
Beverage

Health &
Beauty

Pharma

27%

25%

Telecom

Household
Products

Finance

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad exposure
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

Retail

Restaurants Hospitality

19%

Auto

108
Brand recall only asked of those who correctly recall general recall.
Message recall, only shown to those who correctly recall brand.

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Some Ad Verticals, Short Form Online
Video Messages Are More Memorable Than TV Ads
•
•

Health & Beauty, Pharma, Telecom, Household Products, Food & Beverage and Tech Categories Significantly
Outperform TV
Online Video Ads for Health & Beauty and Pharma Have About Twice the Message Recall of TV Commercials
Message Recall Across Ad Verticals, Adults 18+

Video Ads in Short Form Online Videos

24% 29%

29%

29%

TV Commercials (Broadcast + Cable)

29%

29%
27%

Avg.
Message
Recall SF
Video Ads

23%

25%

24%
22%

24%
23%
21%

21%

21%

20%

22%

21%
Avg.
Message
Recall of
TV Ads

15%

15%

15%

13%

Health &
Beauty

12%

Pharma

Telecom

Household
Food &
Products Beverage

Tech

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad exposure
Limited to the same brands that streamed online and aired on TV

Finance

Restaurants

Retail

Auto

109
Hospitality

Brand recall only asked of those who correctly recall general recall.
Message recall, only shown to those who correctly recall brand.

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Across Some Ad Verticals, Short Form
Online Video Ads Are More Likeable Than TV Ads
•
•

Health & Beauty, Food & Beverage, Household Products, Tech and Telecom Ads Online Are
Most Likeable
Health & Beauty and Tech Video Ads Online Significantly Outperform TV
Video Ads in Short Form Online Video

TV Commercials (Broadcast + Cable)

Likeability Across Ad Verticals, Adults 18+

17%

20%

Avg.
Likeability
Video Ads

15%
Avg.
Likeability
of TV Ads

20%

22%
21%

22%

19%

17%

18%

17%
17%
17% 16%
15%
15%
13%
12%

10%

10%

Health &
Beauty

Food &
Beverage

Household
Products

Tech

Telecom

Finance

Restaurants

Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+
Online & TV data based on responses up to 1 day post-ad exposure
Limited to the same brands that streamed online and aired on TV
during the same period; specific creative executions may vary

Pharma

15%

14%

Auto

10%

Hospitality

9%

Retail

110

IAB Online Video Study
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness
Digital video and tv advertising viewing budget share shift and effectiveness

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Digital video and tv advertising viewing budget share shift and effectiveness

  • 1. A Comprehensive Picture of Digital Video and TV Advertising: Viewing, Budget Share Shift and Effectiveness 1 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 2. Executive Summary Overview Online video is changing how video content is viewed and how the advertising experience works. Through the financial and intellectual generosity of the sponsors of the research, Microsoft Advertising and Yahoo, we now have benchmark data on the entire video landscape. Viewing Patterns and Implications • While TV maintains its audience with only slight erosion, digital video usage continues to grow in time spent and videos streamed. • The lightest TV viewers stream more than twice as much as the heaviest TV viewers do (more than 7 hours per month spent on streaming video vs 3 hours). • More women stream online video than men, but men spend more time viewing and watch more streams. The exception is long form videos, of which women stream more than men. • 2 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 3. Executive Summary • Younger TV viewers, the coveted 18-34 demo, continue to grow their time spent with online video. Viewing Patterns and Implications (continued) Implications for the future of digital video and TV, both imminent and longer term, include better opportunities to: • Deploy digital media to buy video ad schedules targeting the hardest to reach audiences(light TV, male and younger viewers) • Optimize video viewing through new content genres and formats that can travel across screens • Change how narratives are built and sequenced, altering content windows, distribution and consumption 3 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 4. Executive Summary Share Shift: TV Ad Schedules and What Happens When Dollars Are Reallocated to Digital To benchmark how moving dollars from TV ad budgets to digital media* affects reach and costs, the study examined 18 real TV schedules across key advertiser verticals. Categories include CPG (specifically HBA, Food, and Beverage), Technology, Automotive, Retail, Finance and Telecom. Analyses were done on aggregated schedules for CPG and also for the non CPG verticals. The schedule reallocations provide reach for the TV only schedules, as well as movement of 5%, 10% and 15% of budget, respectively to digital media. • Non CPG TV only schedules reach was 48.5% P18+ and CPG TV only schedules reach was 61.2% P18+, directionally in keeping with how ad schedules in those verticals usually compare for TV • * Digital media includes video, rich media and other display formats. 4 • IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 5. Executive Summary Share Shift: TV Ad Schedules and What Happens When Dollars Are Reallocated to Digital • Across the 18 schedules in the study, budget shifts resulted in incremental reach for the same spend. The average increase in P18+ reach at a reallocation of 15% of budget was 4.2% or 4.2 reach points. • Non CPG schedules averaged incremental P18+ reach of 6.2% (or 6.2 reach points) at a reallocation of 15% of budget. • And on average, CPG P18+ reach grew 3.4% (3.4 reach points) when 15% of dollars moved into digital. • Across verticals, the 15% share shift results in more reach at lower costs per point, dropping from an average of $67.6K to $63.0K. Corresponding CPM’s go from $13.82 to $12.31 5 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 6. Executive Summary Share Shift: TV Ad Schedules and What Happens When Dollars Are Reallocated to Digital • For the reallocated schedules, the portion of reach points that is duplicated across both web and TV or the cross platform piece is greater than the new online only reach points. – For example, the TV only CPG schedules started at 61.2% P18+ reach and with 15% of budget shifted grew to 64.6% P18+ reach distributed as follows: 6.6% online only, 17% online + TV and 41% TV only. – Similarly, for non CPG schedules at 15% reallocation of budgets, the TV only schedule grows from 48.5% to 54.7% P18+ reach with 31.4 reach points in TV, 13.3 reach points online + TV and 10 reach points in online only • The duplicated or online + TV reach is shown to be more effective on key brand effect metrics than either platform alone. • The sequence of exposure matters: prior exposure to an ad online enhances the impact of the TV exposure. 6 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 7. Executive Summary Implications of Reallocated Schedules and Cross Platform Duplication and Ad Effectiveness • In an increasingly digital world, the value of duplicated, as a function of diverse ad experiences, is likely to increase. • Frequency across TV and digital by target audience and within ad vertical need to be examined to optimize TV and digital platform schedules. • Planning and running online video first can boost how well both the online video and TV portions of a campaign work. 7 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 8. Executive Summary Video Brand Ad Effectiveness • Online video ads score higher impact than TV ads on Nielsen measured metrics. Metrics are general recall, brand recall, message recall and ad likeability. • Greatest differentials on all metrics occur for video ads in full episode players compared to TV, both broadcast and cable. For example, message recall at 40% is double that of TV at 20%. General recall is 64% (vs. 46% on TV), Brand recall is 50% (vs. 27% on TV) and Ad Likeability is 28% (vs. 17% on TV). • Sequencing Matters. Prior exposure to online ads improves ad impact of TV ads by double digits. This is true across ad formats: Short Form, Full Episode or Display (Non-Video) Ads. Over half recall the ad, roughly one-third recall the brand or message and 20% like the ads online vs. TV. • Ads are more effective online whether they are later duplicated on TV or as standalone online ads. Full Episodes are the most effective, outperforming TV across metrics, demos, content genres and Ad Verticals. Short form videos are often, but not always, more effective than TV ads. • Superior performance on ad effectiveness for ads in short form online video is evident but the margins relative to TV narrow. 8 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 9. Executive Summary Ad Receptivity • On average, people streaming video watch ads for 20 seconds and average a completion rate of 87% • Regardless of content, short or long form, mid roll ads enjoy the highest completion rates, 99% in short form and 89% in long form. • Pre roll placements in short form ads average 79% completion rates and in long form 81%. • Post roll placements in short form content average 71% completion rates and 79% in long form. 9 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 10. Table of Contents • Landscape: TV and Online Video Usage • TV to Digital Share-Shift: Incremental Reach with Digital • Ad Effectiveness: – Digital + TV – Digital Compared to TV – CPG and Non-CPG • Digital Video Ad Complete Rates • Viewing Trends by Category 10 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 11. Data Sources • Custom analysis of a wide range of Nielsen media research products: – Nielsen Cross Platform Homes Single Source Panel – Nielsen VideoCensus Streaming Audience Measurement from Nielsen NetView Panel – TV/Internet Fusion Data – Video Brand Effect Survey Data – Video Analytics Census Data • See appendix for overviews of each dataset methodology 11 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 12. Background: Online Video Definitions • Long form online video – Any online video that, in it’s total, is longer than 24 minutes in length, or a site where the majority of the content is longer than 24 minutes in length. (Includes all TV network sites and full episodes). • Short form online video – Any online video that, in it’s total, is shorter than 24 minutes in length, or a site where the majority of the content is shorter than 24 minutes in length. • Professionally produced content – Any online video content that was produced in a professional or studio environment. • User generated content (UGC) – Any online video content that was produced by an individual user in a non-professional context. • FEPs – Full episode player (FEP) features an episode of a show that previously aired on television (example: Hulu) • Short Form Brand Effect Video – All other online video formats except for the full episode player (example: Movie trailer) • Survey Period – Jan 2011 – March 2012. Q1 2012 used for year over year comparisons Note: Detailed Methodology slides are located in Appendix 12 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 13. Online Video Usage Landscape: Digital Video is Growing 13 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 14. Current State of TV: Viewing is Flat 40 % Change 12/11- 12/12 TV Viewers, Adults 18+ (Live+SD US PUT%, Total Day) 30 22.72 +2% 23.18 20 10 0 Nielsen Media Research (Syndicated Measurement) Dec. ‘11 – Dec. ’12, Live+SD US PUT% Measurement Period: Dec. 2011- Dec. 2012 Nielsen, PUT, Total Day 14 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 15. Current State of Digital Video: Streamers Watch More Online Video for Longer Monthly Total Time Spent Streaming per Streamer 452 (7:30 hrs) % Change 12/11- 12/12 +49% 304 (5:04 hrs) Monthly Total Streams per Streamer (000) 154 +12% 138 Monthly Total Unique Streamers (000) 159,926 -3% 164,298 Nielsen VideoCensus Dec. ‘11 – Dec. ‘12 Measurement Period: Nov. 2011- Nov. 2012 VideoCensus, Total Audience 15 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 16. Avg. Usage Day Minutes Streamed Per Month Digital Video Viewing is Growing Among TV Viewers 30 Avg. Minutes Streamed per Usage Day per Month per TV Viewer % Change Jan 2011Mar 2012 25.4 25 +10% 23.0 YoY Change: +13% +8% +8% 20 15 10 Online Video Streaming by TV Viewers Among Cross-Platform Homes Panel, A18+ Custom Analysis 16 Measurement Period: January 2011-March 2012 Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person IAB Online Video Study Nielsen Cross Platform Homes Panel Copyright © 2012 The Nielsen Company. Confidential and proprietary. Note: Home Only Usage
  • 17. Lightest TV Viewers are Watching Even More Online Video • Lightest TV Viewers Stream TWICE as Much as Heavy TV Viewers 8 hrs 480 Avg. Monthly Time Spent Streaming Video per TV Viewer 425 Minutes Streamed Per Month 420 7 hrs Min. 360 6 hrs 300 5 hrs +42% Growth 3/11 -3/12 299 Min. 4 hrs 240 186 180 3 hrs 2 hrs 120 Min. 143 +30% Min. Growth 3/11 -3/12 1 hr60 0 Heaviest TV Viewers Lightest TV Viewers (Top 20% of Viewers) (Bottom 20% of Viewers) Measurement Period: March 2011-March 2012 Segment Average Minutes Per Tuning/Streaming Day Per Person Nielsen Cross Platform Homes Panel Note: Home Only Usage 17 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 18. Digital Share-Shift: Incremental Reach with Digital 18 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 19. Share Shift: Reallocation of Budgets from TV-Only Schedules to Digital Media 100% TV Reach? 95% 5% TV Online 90% 10% TV Online 85% TV 15% Online • Examined 18 different studies of real schedules* that ran on TV across categories • Compared Reach when 5%, 10% or 15% of budget is shifted to Digital** • Further comparison of CPG break out to Non-CPG categories Total of 18 studies across the following categories: Food, Health & Beauty, Beverage, Technology, Auto, Retail, Finance, Telecom. CPG break out includes aggregate of Food, Health & Beauty, and Beverages. *Digital media includes digital video and display. **TV ad schedules came from a variety of verticals All advertiser studies Measurement Period: January 2011-March 2012 Total of 18 studies were aggregated to create norms across all categories Note: Simulations done in IMS Campaign RF Data Source: TV/Internet Fusion 19 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 20. Shifting 15% of Media Spend to Digital Results in a 4% Increase in Advertiser Reach Across Verticals 100 % TV Reach 95% TV 5% 85% TV 90% TV 10% Online Online Online 15% Reach % % of TV Budget Shifted to Digital*, Across Verticals +2.5% Reach 70 60 57.6 50 +3.6% Reach 60.1 3.7 8.9 61.2 5.8 61.8 7.5 13.2 16 +4.2% Reach Incremental Reach for Same Spend Online Only Reach 40 30 57.6 47.6 20 42.2 38.3 10% 15% TV + Online Duplicated Reach TV Only Reach 10 0 0% 5% 20 *Digital media includes digital video and display. All advertiser studies Measurement Period: January 2011-March 2012 Total of 18 studies were aggregated to create norms across all categories Note: Simulations done in IMS Campaign RF Data Source: TV/Internet Fusion IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 21. CPG Advertisers Were Able to Reach 17% of Their Audience on Both Platforms by Shifting 15% of Spend to Digital CPG Advertisers Only 70 +2% Reach 61.2 Reach % 60 63.2 3.1 9.2 50 +2.9% Reach +3.4% Reach 64.1 64.6 5 6.6 13.9 17 Online Only Reach 40 30 Incremental Reach for Same Spend 61.2 51 20 TV + Online Duplicated Reach 45.2 41 TV Only Reach 10 0 0% 5% 10% 15% % of TV Budget Shifted to Online, CPG Advertisers 21 *Online includes digital video and display ads. CPG Advertiser studies only Measurement Period: January 2011-March 2012 Total of 18 studies were aggregated to create norms across all categories Note: Simulations done in IMS Campaign RF Data Source: TV/Internet Fusion IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 22. Non-CPG Advertisers Can Increase Their Reach 6% By Shifting 15% Of Media Spend to Digital Properties Non- CPG Advertisers Only +4% Reach 60 48.5 Reach % 50 52.5 5.2 8.2 40 +5.4% Reach +6.2% Reach 53.9 54.7 7.9 10 11.4 13.3 30 Online Only Reach TV + Online Duplicated Reach 48.5 20 Incremental Reach for Same Spend 39.1 34.6 31.4 TV Only Reach 10% 15% 22 10 0 0% 5% % of TV Budget Shifted to Online, Non-CPG Ads *Online includes digital video and display ads. Non-CPG Advertiser studies only Measurement Period: January 2011-March 2012 Total of 18 studies were aggregated to create norms across all categories Note: Simulations done in IMS Campaign RF Data Source: TV/Internet Fusion IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 23. Summary: Shifting Up to 15% of Ad Spend to Online Provides Incremental and Effective Reach TV ONLY 70.0 61.2 60.0 63.2 3.1 64.1 6.6 52.5 9.2 13.9 Reach % 50.0 17.0 48.5 53.9 54.7 5.2 7.9 57.6 10.0 8.2 40.0 30.0 ONLINE ONLY 64.6 5.0 TV + PLATFORM CROSSOnline 11.4 60.1 61.2 61.8 3.7 5.8 7.5 8.9 13.2 16.0 13.3 61.2 57.6 51.0 20.0 45.2 48.5 41.0 47.6 39.1 34.6 15% 38.3 31.4 10% 42.2 10.0 0.0 0% 5% 10% CPG-Only 15% 0% 5% 0% Non-CPG 10% All Categories % of TV Budget Shifted to Online *Online includes digital video and display ads. Measurement Period: January 2011-March 2012 Total of 18 studies were aggregated to create norms across all categories Note: Simulations done in IMS Campaign RF Data Source: TV/Internet Fusion 5% 15% 23 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 24. Reallocating Dollars To Online Builds Higher Quality, More Effective Reach at a Lower Cost Cost Per Reach Point CPG-Only $63,015 $63,624 $67,640 Non-CPG $64,739 15% % Shifted from TV to Digital $135,686 10% $137,544 $141,427 5% $153,034 $45,895 $46,277 $48,476 $46,924 0% All Across Categories Cost Per Thousand (CPM) Across Categories All Non-CPG $12.31 $12.78 $13.26 $13.82 15% % Shifted from TV to Digital $21.93 $35.71 $10.19 $10.50 $11.17 $10.82 CPG-Only 10% $38.03 5% $41.10 0% 24 Note: Share shift slides Include video + display Measurement Period: January 2011-March 2012 Total of 18 studies were aggregated to create these norms Note: Simulations done in IMS Campaign RF Data Source: TV/Internet Fusion IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 25. Video Brand Effect and the Digital Multiplier: Driving Effectiveness With Duplication 25 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 26. Shifting Media Spend to Digital Results in Duplicated Reach… 100% TV Reach? 95% 5% TV Online 90% TV 85% TV 10% Online 15% Online …But is Duplicated Reach Effective? % of TV Budget Shifted to Online, Across Verticals Reach % 70 60 57.6 50 +2.5% Reach 60.1 3.7 8.9 +3.6% Reach +4.2% Reach 61.2 5.8 61.8 7.5 13.2 16 Incremental Reach for Same Spend Duplicated Reach 40 30 Online Only Reach 57.6 47.6 20 42.2 38.3 10 TV + Online Duplicated Reach TV Only Reach 0 0% 5% 10% 15% 26 *In Share Shift slides, online includes digital video and display ads. In Brand Effect, digital video and display ads are shown separately. All advertiser studies. Measurement Period: January 2011-March 2012 Total of 18 studies were aggregated to create norms across all categories Note: Simulations done in IMS Campaign RF Data Source: TV/Internet Fusion IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 27. General Recall of Ads on TV is Improved Through Duplication Online • Prior Exposure to Ad in Online Formats Improves General Ad Recall on TV General Recall, Across Verticals TV + Online General Recall 53% 15% 54% 17% 46% TV + TV TV + Video Ad in Full Full Episode Only Episode Online 20% 46% % difference from TV only Effectiveness of Duplicated Reach TV Only General Recall 55% 46% TV + TV + Video AdTV Short in Short Form Only Form Video Online Video TV + TV TV + Non-Video Ad Online Banner Ad Ad) 27 (Banner Only Standard TV includes TV ads on both cable and broadcast networks. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days. IAB Online Video Study Based on Online Ad exposure before TV ad exposure. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary. Copyright © vary 700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
  • 28. Brand Recall of Ads on TV is Improved Through Duplication Online • Prior Exposure to Ad in Online Formats Improves Brand Recall on TV Brand Recall, Across Verticals TV + Online Brand Recall 36% Effectiveness of Duplicated Reach 37% 33% 27% TV + Full Episode TV Only Brand Recall TV Only 32% 35% 28% 28% TV + TV Short Form Only Video 25% TV + Banner Ad TV Only 28 Standard TV includes TV ads on both cable and broadcast networks. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days. IAB Online Video Study Based on Online Ad exposure before TV ad exposure. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Copyright © 2012 The Nielsen Company. Confidential and proprietary. 700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
  • 29. Digital Multiplier Effect: Previous Ad Exposure in Full Episode Player Improves Effectiveness of TV Ads • Duplicated Reach Lifts Impact of TV Ads by Double Digits All Brands TV + Prior Online Exposure TV Only To Ad in Full Episode Player 53% 15% 46% 36% 33% 27% 29% 45% 20% 21% 40% 15% General Recall Brand Recall Message Recall *Online refers to digital video only Likeability 29 Standard TV includes TV ads on both cable and broadcast networks. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days. IAB Online Video Study Based on Video Ad exposure before TV ad exposure. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary. Copyright © vary 700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
  • 30. Prior Exposure to Full Episode Online Video Ads Makes TV More Effective Across Demos TV + Prior Online Video Ad Exposure in Full Episode 49% A18-49 Avg TV+ Full Ep Video 50% 43% Men 18-49 49% TV Commercials Only (Total) 41% 32% 25% 32% 42% 23% Avg. TV A18-49 26% 17% General Recall Brand Recall Women 18-49 Message Recall 19% 25% 18% 12% Likeability General Recall Brand Recall Message Recall 16% 13% Likeability 45% A18-34 Avg TV+ Full Ep Video 43% 36% 39% Men 18-34 24% 18% Avg. TV A18-34 General Recall Brand Recall 47% 42% 18% 12% Message Recall Women 18-34 26% 23% 13%10% 19% 16% 14% 12% Lik eability General Recall Brand Recall Message Recall Lik eability 30 Standard TV includes TV ads on both cable and broadcast networks. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days. IAB Online Video Study Based on Video Ad exposure before TV ad exposure. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary. Copyright © vary 700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
  • 31. Across Ad Verticals, Prior Exposure to Full Episode Video Ads Improves General Recall of TV Commercials • Finance, Tech, Telecom, Retail and Household Products Benefit Most From Duplication in Full Episodes Online General Recall Across Ad Verticals, Adults 18+ 53% Video Ad in Full Episode + TV Commercial TV Commercial Only (Broadcast + Cable) Avg. 57% 56% 55% 55% 55% 54% 54% Gen. Recall 53% 51% 51% 50% of Online 50% 47% 47% 47% Video 46% 46% 45% 44% 45% Ads in 41% Full Ep 39% 46% Avg. Gen. Recall of TV Ads Finance Tech Telecom Retail Household Hospitality Restaurants Products Pharma Food & Beverage Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Online Formats and TV across Ad Verticals are available in slides in the appendix. Auto Health & Beauty 31 Standard TV includes TV ads on both cable and broadcast networks. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days. IAB Online Video Study Based on Video Ad exposure before TV ad exposure. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary. Copyright © vary 700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
  • 32. Digital Multiplier Effect: Previous Ad Exposure in Short Form Online Video Improves Effectiveness of TV Ads All Brands TV + Prior Online Exposure TV Only To Ad in Short-Form Online Video 54% 17% 46% 37% 32% 28% 30% 50% 20% 21% 40% 15% General Recall Brand Recall Message Recall Likeability 32 Standard TV includes TV ads on both cable and broadcast networks. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days. IAB Online Video Study Based on Video Ad exposure before TV ad exposure. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary. Copyright © vary 700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
  • 33. Across Ad Verticals, Prior Exposure to Short Form Online Video Ads Improves General Recall of TV Commercials • Finance, Tech, Telecom, Hospitality and Restaurants Benefit Most From Duplication in Short Form Video Online Short Form Online Video Ad + TV Commercial TV Commercial Only (Broadcast + Cable) General Recall Across Ad Verticals, Adults 18+ 54% 59% Avg. Gen. Recall of Online SF Video Ads 58% 57% 55% 50% 50% 46% 45% 55% 47% 55% 47% 54% 47% 52% 46% 52% 45% 50% 44% 43% 39% 46% Avg. Gen. Recall of TV Ads Finance Tech Telecom Hospitality Restaurants Household Products Retail Food & Beverage Pharma Auto Health & Beauty 33 Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Online Formats and TV across Ad Verticals are available in slides in the appendix. Standard TV includes TV ads on both cable and broadcast networks. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days. IAB Online Video Study Based on Video Ad exposure before TV ad exposure. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary. Copyright © vary 700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
  • 34. Digital Multiplier Effect: Viewers Who Saw a Banner Ad Online Before the TV Ad Showed a Lift Over TV Only Across Verticals and Brands TV + Prior Online Exposure To Display Ad 55% TV Only 20% 46% 35% 25% 28% 28% 40% 20% 27% 19% 15% General Recall Brand Recall Message Recall Likeability 34 Standard TV includes TV ads on both cable and broadcast networks. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days. IAB Online Video Study Based on Online Ad exposure before TV ad exposure. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary. Copyright © vary 700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
  • 35. Across Most Ad Verticals, Prior Exposure to Online (Non-Video) Ads Improves General Recall of TV Commercials • Hospitality, Tech, Telecom, Retail and Restaurants Benefit Most From Duplication Online Non-Video Online Ad + TV Ad 55% Avg. 60% 59% 58% Gen.Recall of Online 50% Non-Video 46% Ads 46% General Recall Across Ad Verticals, Adults 18+ 56% 47% 46% Avg. Gen. Recall of TV Ads Hospitality Tech Telecom TV Commercial Only (Broadcast + Cable) Retail 56% 54% 52% 50% 49% 49% 49% 48% 48% 46% 46% 43% 42% 40% Restaurants Finance Food & Beverage Auto Pharma Household Products Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Online Formats and TV across Ad Verticals are available in slides in the appendix. Health & Beauty 35 Standard TV includes TV ads on both cable and broadcast networks. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence TV data based on responses up to 1 day post-ad stream; Based on exposures to Video Ads in FEPs in the previous 7 days. IAB Online Video Study Based on Online Ad exposure before TV ad exposure. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may2012 The Nielsen Company. Confidential and proprietary. Copyright © vary 700 Brands were included in FEP v TV data and 15 brands for SF vs. TV data.
  • 36. Video Brand Effect Digital is More Effective 36 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 37. Online Video Ads Outperform TV Ads on All Measured Effectiveness Metrics Video Ads in TV Shows Online (Full Episode Player) Video Ads in Short Form Video Online TV Commercials (Broadcast + Cable) 64% 49% 50% 46% 40% 32% 28% 27% 24% 20% General Recall Brand Recall Message Recall Standard TV Ads include TV ads on both broadcast and cable. Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary 17% 15% Likeability 37 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 38. Like Ads in Short Form (up to 24 Min.) Online Video Outperform Their TV Counterparts Short Form Video Standard TV (Total) 4% 49% 47% 14% 32% 14% 28% 24% 13% 21% 17% General Recall Brand Recall Message Recall 15% Likeability 38 Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 39. Online Video Ads During Short Form Videos are Most Effective… ….in These Ad Verticals: 64% …and in This Demo: Video Ads in Online Short Form Video TV Commercials (Broadcast + Cable) Women 18-34 52% 55% 51% 53% 53% 51% 47% 50% 47% 45% 42% 27% 23% Tech Household Products Telecom Food & Beverage Pharma Top Ad Verticals for Ad Effectiveness (General Recall), Adults 18+ General Recall Brand Recall 20% 16% Message Recall 14% 12% Likeability Top Demo for Ad Effectiveness Metrics (by largest difference between short form video and TV) 39 Note: More ad effectiveness metrics across demos, genres, verticals and online formats are available in the appendix. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad exposure Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 40. Video Ads in Full Episode Players Are More Effective Than TV Commercials Video Ads in TV Shows Online (Full Episode Player) Commercials in Standard TV (Total) 64% 39% 50% 46% 85% 27% 40% 100% 20% 28% 87% 15% General Recall Brand Recall Message Recall Likeability 40 Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream IAB Online Video Study Limited to the same brands that streamed online and aired on TV during the same period; specific Copyright © 2012 The Nielsen Company. Confidential and proprietary. creative executions may vary
  • 41. Online Video Ads During Full Episodes are Most Effective… ….in These Genres: …and in These Ad Verticals: Online Video Ads in Full Episode Players 64% 71% Avg. A18+ Gen. Recall of Full Ep Video Ads 46% 69% 68% 71% 65% 64% 52% 51% 42% TV Commercials (Broadcast + Cable) 44% 50% 44% 67% 47% 65% 47% 65% 45% 63% 45% Avg. A18+ Gen. Recall of TV Ads Top Content Genres for Ad Effectiveness (General Recall), Adults 18+ Top Ad Verticals for Ad Effectiveness (General Recall), Adults 18+ 41 Note: More Brand Effect metrics (Brand Recall, Message Recall, Likeability) for Ads in Full Episodes Online vs. TV across Genres and Ad Verticals are available in the appendix. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad exposure Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 42. Video Brand Effect by Vertical CPG and Non-CPG 42 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 43. Both CPG and Non-CPG Video Ads are More Effective in Full Episodes Online Than on TV • About Two-Thirds of Full Episode Streamers Recall the Ad Non-CPG Adults 18+ CPG Adults 18+ Video Ad in Full Episode Online Standard TV Commercial (Total) 65% 64% Avg. Gen. Recall A18+ Full Ep Ads 46% 61% 44% 47% 48% 50% 41% 38% Avg. Gen. Recall A18+ TV Ads 28% 26% 26% 19% General Recall Brand Recall Message Recall 28% 21% 15% 15% Likeability General Recall Brand Recall Message Recall Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar. Likeability 43 Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence IAB Online Video Study Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 44. Online Video Ads During Full Episodes are Most Effective in These Genres… ….For CPG: …For Non-CPG: Online Video Ads in Full Episode Players 73% 64% 72% 68% Avg. Gen. Recall of Video Ads 46% TV Commercials (Broadcast + Cable) 65% 63% 70% 70% 61% 53% 44% 48% Animation 48% 39% Avg. Gen. Recall of TV Ads SciFi Documentary Reality Drama/Adv. /Tribute (Non-Competiton) Documentary /Tribute SciFi 64% 52% 45% 44% 43% Top Content Genres for CPG Ad Effectiveness (General Recall), Adults 18+ 66% Talk 44% Drama/Adv Top Content Genres for Non-CPG Ad Effectiveness (General Recall), Adults 18+ Animation 44 Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad exposure Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 45. CPG Video Ads are More Effective in Short Form Video Online Than on TV • • About Half of Short Form Streamers Recall the Ad Effectiveness of Non-CPG Video Ads in Short Form is on Par with TV CPG Adults 18+ Video Ad in Short Form Video Online 49% Avg. Gen. Recall A18+ Ads in Short Form Non-CPG Adults 18+ Standard TV Commercial (Total) 48%49% 50% 42% 35% 47% 24% Avg. Gen. Recall A18+ TV Ads 17% General Recall Brand Recall 31%30% 27% Message Recall 23%22% 20% 13% Likeability 15%16% General Recall Brand Recall Message Recall Likeability Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar. 45 Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence IAB Online Video Study Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 46. Digital Video Ad Complete Rates 46 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 47. On Average, People Streaming Video Watch The Majority Of The Ads Featured 20 seconds 87% the average length of viewing per online video ad the average completion percent of those viewing ads in online video 47 Nielsen Video Analytics Data Measurement Period: January 2011-March 2012 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 48. Those Viewing Long Form Content Watch Ads Longer Than Those Viewing Short Form Content % Increase of Long Form over Short Form 21.4 Average Ad Time Viewed (seconds) 57% 13.6 Video Ads in Long Form Video Video Ads in Short Form Video 0 10 20 30 88% Average % Completion of Ad Viewed 11% 79% 70% 75% 80% Nielsen Video Analytics Data Measurement Period: January 2011-March 2012 Includes a mix of ad lengths Includes skippable ads (time viewed before skipping is included) 85% 90% 48 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 49. Mid-Roll Ads* Have Higher Viewing Completion Rates Than Either Pre-roll Or Post-roll Ads Midroll Midroll Preroll Preroll 99% Attentiveness Score: 73 Attentiveness Score: 88 79% Attentiveness Score: 76 Postroll Postroll 71% 89% 81% Attentiveness Score: 78 Attentiveness Score: 64 Video Analytics Attentiveness Score is a single number measuring the overall quality of viewers’ experiences with a particular video, ad or ad/content interaction. Variables used to calculate the score include: time spent viewed/length of clip, usage of pause, skip, or rewind features, in or out of focus, increase/decreases in volume, going full screen, repeat viewing. * Mid roll in short form can refer to ads in between short form video during playlists. 79% Attentiveness Score: 80 49 Nielsen Video Analytics Data Measurement Period: January 2011-March 2012 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 50. Viewing Trends and Categories: - Short Form Video vs. Long Form - Professional Video vs. UGC 50 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 51. Most Online Video Viewed is Short Form • Roughly Four out of Five Minutes Spent Watching Digital Video is of Short Form Content Total Number of Online Videos Streamed (%) Total Time Spent Streaming Online Video (%) 5% Short Form Video 95% Long Form Video 17% 83% *Long Form Video refers to any video over 24 minutes long and includes full episodes, short form refers to under 24 minutes. See Sl. 11 for full definitions. Note: Each chart features mutually exclusive categories; on the full slide, there are three non-exclusive categories: Short Form Content, Long Form Content, and Professionally Produced Content, and may feature overlap from other categories. All other categories are mutually exclusive. Full 51 Nielsen NetView, Avg. Mos. (1/11-3/12) Home & Work Usage IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 52. Long and Short Form Streamers Are Similar… More Streamers are Women P18-24 16% 13% P25-34 25% P35-54 P55+ 33% 31% 34% Total Unique Streamers 25% 22% Male Female Long Form Streamers (uniques 18+) 45% 55% Short Form Streamers (uniques 18+) 46% 54% Women Stream More Long Form Videos; Men Prefer Short Form Total Short Form Videos Streamed Total Long Form Videos Streamed 42% 58% Male Female Time Spent Streaming: F 54% : M 46% Short Form is defined as online video content less than 24 minutes in length. Long Form is defined as online video content longer than 24 minutes in length. Short form and Long form are mutually exclusive categories. Full Episodes are considered Long Form Content. 45% 55% Time Spent Streaming: F 47% : M 53% 52 Nielsen NetView, March 2012 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 53. Two-Thirds of Time Spent Streaming is of Professionally Produced Video • • UGC Accounts for 42% of Videos Streamed Roughly 1 Out of Every 3 Minutes Viewing Online Video is UGC Total Online Videos Streamed (%) Total Time Spent Streaming Online Video (%) Professionally Produced Video 42% 58% User Generated Content 62% 38% *See Sl. 11 for full definitions. Brand channels were pulled out of YouTube traffic and attributed to professionally produced content. Measurement Period: January 2011 – March 2012. Total Minutes Spent Viewing (Sum Total). Short Form is defined as online video content less than 24 minutes in length. Long Form is defined as online video content longer than 24 minutes in length. Short form and Long form are mutually exclusive categories. Full Episodes are considered Long Form Content. 53 Nielsen NetView, Avg. Mos. (1/11-3/12) Home & Work Usage IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 54. Streamers of UGC and Professional Content Are Similar… More Streamers are Women Total Unique Streamers P18-24 P25-34 P35-54 Male P55+ Female 14% 31% 34% 22% Professional Content 46% 54% 13% 30% 34% 22% UGC 46% 54% But Men Stream More Professional Videos and UGC, Especially UGC Total UGC Videos Streamed Total Professionally Produced Videos Streamed 47% 53% Male Female Time Spent Streaming: F 47% : M 53% Short Form is defined as online video content less than 24 minutes in length. Long Form is defined as online video content longer than 24 minutes in length. Short form and Long form are mutually exclusive categories. Full Episodes are considered Long Form Content. 42% 58% Time Spent Streaming: F 43% : M 57% 54 Nielsen NetView, March 2012 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 55. News & Info Has More Than Twice the Reach of Any Other Genre of Online Video Active Online Streaming Reach (%) Portals, News & Info 87% TV Shows & Clips 41% Nearly Music Sports/Sport Clips Movie Trailer Gaming/Game Trailers 37% 24% HALF of all streamers view TV shows and clips online. 18% 13% Movies 7% 55 Nielsen NetView, March 2012 Total Minutes Spent Viewing (Sum Total). Short Form is defined as online video Home & Work Usage content less than 24 minutes in length. Long Form is defined as online video content IAB Online Video Study longer than 24 minutes in length. Short form and Long form are mutually exclusive Copyright © 2012 The Nielsen Company. Confidential and proprietary. categories. Full Episodes are considered Long Form Content.
  • 56. More Time is Spent Streaming Portals, News & Info Video Than Any Other Genre Avg. Monthly Total Time Spent Streaming Online Video (in MM hours) Portals, News & Info 299 TV Shows & Clips 96 Movies 64 Music 50% more time is spent streaming TV online than Movies 45 Sports/Sport Clips 14 Gaming/Game Trailers Users View Three Times as Many Minutes of News & Info Than TV Shows 10 Movie Trailer 6 Short Form is defined as online video content less than 24 minutes in length. Long Form is defined as online video content longer than 24 minutes in length. Short form and Long form are mutually exclusive categories. Full Episodes are considered Long Form Content. 56 Nielsen NetView, 12 mos. avg. 1/11-12/12 Home & Work Usage IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 57. Demos of Video Genres by Videos Streamed Profile by Total Number of Online Videos Streamed (%) P18-24 P25-34 21% 18% 26% 28% 17% 11% 13% 24% 22% P35-54 38% 16% News, Info & Portals 38% 16% TV Shows & Clips 12% Music 25% 25% 31% 41% 27% 23% 40% 27% 26% Male P55+ 20% 41% 40% Sports/Highlights Movie Trailers 9% Games/Gaming Trailers 12% Short Form is defined as online video content less than 24 minutes in length. Long Form is defined as online video content longer than 24 minutes in length. Short form and Long form are mutually exclusive categories. Full Episodes are considered Long Form Content. Movies 58% 45% 42% 55% 50% 50% 73% 47% 27% 53% 64% 47% Female 36% 53% 57 Nielsen NetView, March 2012 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 58. Thank You! Questions? Kristina Sruoginis Research Director, IAB Kristina@IAB.net 58 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 59. Slides Not Shown Due to Time Constraints 59 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 60. 480 For Online Video Streamers, TV Viewing is Seasonal, but Steady Avg. Daily Tune-In Minutes TV Viewed Per Month (8 hrs) % Change Jan 2011Mar 2012 Avg. Minutes of TV Viewed Per Tune-In Day per Month -5% 420 (7 hrs) 378 358 360 (6 hrs) YoY Change: +3% -2% -1% 300 (5 hrs) 240 (4 hrs) TV Viewing by Online Video Streamers Among Cross-Platform Homes Panel, A18+ Custom Analysis 60 Measurement Period: January 2011-March 2012 Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person IAB Online Video Study Nielsen Cross Platform Homes Panel Note: Home Only Usage Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 61. Avg. Minutes Streamed per Usage Day per Month per TV Viewer 50 Digital Video Viewing is Also Growing Among TV Viewers 18-34 % Change Jan 2011Mar 2012 Avg. Minutes Streamed per Usage Day per Month per TV Viewer 40 35.6 +4% 34.3 30 YoY Change: +11% -3% +5% 20 10 TV Viewing by Online Video Streamers Among Cross-Platform Homes Panel, A18-34 61 Measurement Period: January 2011-March 2012 Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person IAB Online Video Study Nielsen Cross Platform Homes Panel Copyright © 2012 The Nielsen Company. Confidential and proprietary. Note: Home Only Usage
  • 62. Hours and Minutes Streamed Per Month HH:MM Men Stream More Minutes per Month But Women are Catching Up… % Change Jan 2011Mar 2012 300 05:00 04:10 250 260 248 +22% 03:20 200 02:30 150 01:40 +5% 225 Avg. Monthly Minutes Streamed per Person 187 00:50 100 50 M18+ Avg. Monthly Min. Streamed per Person: 243 F18+ Avg. Monthly Min. Streamed per Person: 202 45% M18+ 0 Men 18+ Women 18+ 55% F18+ 62 Measurement Period: January 2011-March 2012 Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person IAB Online Video Study Nielsen Cross Platform Homes Panel Copyright © 2012 The Nielsen Company. Confidential and proprietary. Note: Home Only Usage
  • 63. Prior Exposure to Short Form Online Video Ads Makes TV More Effective Across Demos TV + Prior Online Video Ad Exposure in Short Form Video 49% A18-49 Avg TV+ Short Form Video 51% 43% Men 18-49 48% TV Commercials Only (Total) 41% 42% 32% 25% 32% Avg. TV A18-49 23% 25% 17% General Recall Brand Recall Women 18-49 Message Recall 18% 25% 18% 12% Likeability General Recall Brand Recall Message Recall 16% 13% Likeability 43% A18-34 Avg TV+ Short Form Video Men 18-34 47% 41% 36% 24% 18% 39% Avg. TV A18-34 General Recall Brand Recall 18% 12% Message Recall Women 18-34 41% 28% 23% 13%10% 21% 16% 14% 12% Lik eability General Recall Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Brand Recall Message Recall Lik eability 63 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 64. Duplication: Prior Exposure to Display Ads (Non-Video Online) Makes TV More Effective TV + Prior Display (Non-Video) Online Ad Exposure TV Commercials Only (Total) 50% Avg TV+ Display A18-49 Men 18-49 50% 41% 32% 43% 23% Avg. TV A18-49 General Recall Brand Recall 25% 17% Message Recall 30% 25% 16% 12% Likeability Men 18-34 45% Avg TV+ Display A18-34 50% 44% 39% Avg. TV A18-34 General Recall Brand Recall General Recall 47% 42% 43% 36% 24% 18% 18% 12% Message Recall Women 18-49 Brand Recall 13%10% Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall Message Recall 15% 13% Likeability Women 18-34 26% 23% Lik eability 22% 18% Brand Recall 19% 16% Message Recall 14% 12% Lik eability 64 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 65. Short Form Online Video is More Effective Than TV Across Demos Online Video Ad in Short Form Video Standard TV Commercial (Total) 45% Avg. Recall A18-49 SF Ads Men 18-49 43%42% 44% 27%24% Avg. Recall A18-49 TV Ads General Recall 42% Avg. Recall A18-34 SF Ads 46% 45% Brand Recall 21%18% Message Recall 28%25% 15%13% Likeability Men 18-34 40% 22%19% General Recall Brand Recall General Recall 45% 42% 38%37% Avg. Recall A18-34 TV Ads Women 18-49 Brand Recall Message Recall 12%10% Lik eability General Recall Message Recall 14%13% Likeability Women 18-34 27% 23% 16% 12% 21% 18% Brand Recall 20% 16% Message Recall Note: More slides are available in the appendix that show Short Form vs. TV Brand Effect across the following demos: A18+, M18+, W18+, A18-49, A18-34, A35-64, M35-64, W35-64 14% 12% Lik eability 65 Standard TV includes TV ads on both cable and broadcast networks Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired IAB Online Video Study on TV during the same period; specific creative executions may vary Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 66. Across Several Ad Verticals, Short Form Online Video Ads Are More Memorable Than TV Ads • • Tech, Household Products, Telecom, Food & Beverage, Pharma Verticals Are Most Effective Tech and Health & Beauty Video Ads Online Significantly Outperform TV Video Ads in Online Short Form Video 64% General Recall Across Ad Verticals, Adults 18+ 49% Avg. Gen.Recall of SF Video Ads TV Commercials (Broadcast + Cable) 52% 55% 54% 53% 51% 51% 53% 50% 50% 48% 47% 47% 47%47% 37% 51% 46% 43% 39% 46% 38% 47% Avg. Gen. Recall of TV Ads Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Short Form Video vs. TV across Ad Verticals are available in slides in the appendix. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad exposure Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary 66 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 67. Across Demos, Video Ads are More Effective in Full Episodes Online Than on TV 62% Avg. Recall A18-49 Full Ep Ads Video Ad in Full Episode Online 62% Men 18-49 48% 41% 43% 57% Avg. Recall A18-49 Full Ep Ads 26% 23% General Recall 36% 39% Brand Recall General Recall 38% Message Recall 25% 18% 12% Likeability General Recall 58% 41% 41% Brand Recall Brand Recall 12% Message Recall Message Recall 23% 13% Likeability Women 18-34 41% 32% 18% Avg. Recall A18-34 TV Ads 17% Men 18-34 57% 47% 38% 42% Avg. Recall A18-49 TV Ads Standard TV Commercial (Total) 62% Women 18-49 32% 23% 19% 10% Lik eability 16% General Recall Brand Recall Message Recall Note: More slides are available in the appendix that show Full Episodes Online vs. TV Brand Effect across the demos: A18+, M18+, W18+, A18-49, A18-34, A35-64, M35-64, W35-64 22% 12% Lik eability 67 Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence IAB Online Video Study Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 68. Across Genres, Online Video Ads During Full Episodes Are More Memorable Than TV Ads • About 2 in 3 Online Video Viewers Recall the Ads; Less Than Half of TV Viewers Recall Ads Online Video Ads in Full Episode Players 64% 71% Avg. Gen. Recall of Full Ep Video Ads 68% General Recall Across Genres, Adults 18+ 65% 64% 63% 62% 62% 60% 54% 52% 51% 42% 46% 69% Total TV Ads (Broadcast + Cable) 44% 44% 43% 44% 46% 51% 49% 43% 38% Avg. Gen. Recall of TV Ads 68 Note: More Brand Effect metrics (Brand Recall, Message Recall, Likeability) for Ads in Full Episodes Online vs. TV across Genres are available in slides in the appendix. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 69. Across Ad Verticals, Video Ads in Full Episodes Online Are More Memorable Than TV Commercials • • Finance, Retail, Restaurants, Hospitality and Pharma are Most Effective Online Finance, Retail, Hospitality and Health & Beauty Video Ads Outperform TV by 20 Percentage Points or More Video Ads in Full Episodes Online 71% General Recall Across Ad Verticals, Adults 18+ 67% 65% 64% Avg. Gen. Recall of Video Ads 50% TV Commercials (Broadcast + Cable) 47% 47% 65% 45% 63% 45% 62% 62% 51% 61% 47% 61% 46% 46% 60% 46% 60% 44% 37% Avg. Gen. Recall of TV Ads Finance Retail Restaurants Hospitality Pharma Telecom Household Products Food & Beverage Health & Beauty Tech Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Full Episodes Online vs. TV across Ad Verticals are available in slides in the appendix. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad exposure Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Auto 69 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 70. Across Ad Verticals, Brands Are More Memorable in Full Episodes Online Than on TV Commercials • • Over Half Recall the Brand Advertised in Online Video for Hospitality, Finance, Retail, Restaurants and Food & Beverage Brand Recall Online is Twice That of TV for Hospitality and Health & Beauty Video Ads Video Ads in Full Episodes Online 55% 53% 53% 53% 50% TV Commercials (Broadcast + Cable) Brand Recall Across Ad Verticals, Adults 18+ 50% 49% Avg. Brand Recall of Video Ads 27% 30% Avg. Brand Recall of TV Ads 30% 32% 45% 44% 44% 26% 26% 24% 19% Finance Retail Restaurants Food & Beverage 42% 32% 30% 26% Hospitality 47% Pharma Household Products Health & Beauty Telecom Tech 23% Auto 70 Note: More ad effectiveness metrics across demos, genres, verticals and online formats are available in the appendix. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad exposure Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 71. Across Ad Verticals, Ad Messages Are More Memorable in Full Episode Online Than on TV • More Than Twice as Many Recall Messages Online Than on TV for Hospitality, Finance, Health & Beauty Video Ads in Full Episodes Online 40% 45% 44% 44% Message Recall Across Ad Verticals, Adults 18+ 43% 40% Avg. Message Recall of Video Ads 20% Avg. Message Recall of TV Ads TV Commercials (Broadcast + Cable) 37% 24% 23% 19% 21% 23% 36% 36% 35% 34% 32% 21% 22% 18% 17% 18% 13% Restaurants Hospitality Retail Finance Food & Beverage Household Products Pharma Telecom Health & Beauty Auto Note: More ad effectiveness metrics across demos, genres, verticals and online formats are available in the appendix. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad exposure Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Tech 71 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 72. Across Ad Verticals, Video Ads Are More Likeable in Full Episodes Online Than on TV • Online Video Ads are More Than Twice as Likeable Than on TV for Hospitality, Pharma and Auto Video Ads in Full Episodes Online 35% 34% 32% Likeability of Ads Across Categories, Adults 18+ 30% 28% Avg. Likeability of Full Ep Video Ads TV Commercials (Broadcast + Cable) 28% 27% 27% 27% 25% 19% 16% 15% 18% 14% 14% 12% Hospitality Retail Restaurants Finance Food & Beverage 23% 18% 18% Avg. Likeability of TV Ads Health & Beauty 24% Household Products Pharma 12% Auto 12% Tech 13% Telecom 72 Note: More ad effectiveness metrics across demos, genres, verticals and online formats are available in the appendix. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad exposure Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 73. Across Demos, Non-CPG Video Ads are On Par with TV in Short Form Videos 44% Avg. Recall A18-49 Short Form Ads 46%46% 42%44% 45% 26%26% Avg. Recall A18-49 TV Ads General Recall Brand Recall 20%19% Message Recall 27%26% 14%14% Likeability Non-CPG Men 18-34 42% Avg. Recall A18-49 Full Ep Ads Standard TV Commercial (Total) Non-CPG Women 18-49 Video Ad in Short Form Video Online Non-CPG Men 18-49 General Recall 44%43% 38%38% Avg. Recall A18-34 TV Ads General Recall Message Recall 13%13% Likeability Non-CPG Women 18-34 26%24% 21%20% 41% Brand Recall 20%19% Brand Recall 18%17% 16%13% Message Recall 12%11% Lik eability General Recall Brand Recall Message Recall Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar. 13%12% Lik eability 73 Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence IAB Online Video Study Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 74. Across Demos, Non-CPG Video Ads are More Effective in Full Episodes Online Than TV 63% Avg. Gen. Recall A18-49 Full Ep Ads Video Ad in Short Form Video Online 63% Non-CPG Men 18-49 42% 48% 44% 58% Avg. Gen. Recall A18-34 Full Ep Ads 27% 24% 17% General Recall 58% 39% Brand Recall General Recall Message Recall Likeability 25% 18% General Recall 58% 42% 41% Brand Recall Brand Recall Message Recall 13% Likeability 41% 31% 22% 20% 12% Message Recall 23% Non-CPG Women 18-34 32% 18% Avg. Gen. Recall A18-34 TV Ads 38% 13% Non-CPG Men 18-34 37% 47% 38% 43% Avg. Gen Recall A18-49 TV Ads Standard TV Commercial (Total) Non-CPG Women 18-49 63% 10% Lik eability General Recall Brand Recall 16% 22% Message Recall Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar. 12% Lik eability 74 Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence IAB Online Video Study Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 75. Across Genres, Online CPG Video Ads During Full Episodes Are More Memorable Than TV Ads • CPG Video Ads in Animation, Science Fiction, Documentaries, Reality and Drama Have Best General Recall in Full Episodes Online Online Video Ads in Full Episode Players 72% 68% 64% Total TV Ads (Broadcast + Cable) General Recall Across Genres, Adults 18+ 65% Avg. 63% 61% 61% Gen. Recall of Full Episode 48% Video Ads 58% 48% 44% 46% 60% 39% 43% 43% 41% 44% 58% 46% 58% 48% 42% 38% Avg. Gen. Recall of TV Ads 75 Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 76. Across Genres, Non-CPG Online Video Ads During Full Episodes Are More Memorable Than TV Ads • Video Ads in Documentaries, SciFi, Talk, Drama and Animation in Full Episodes Online Have Best General Recall Online Video Ads in Full Episode Players 73% 70% 70% 64% Avg. Gen. Recall Video Ads in Full Episodes 44% 46% Avg. Gen. Recall of TV Ads 53% Total TV Ads (Broadcast + Cable) General Recall Across Genres, Adults 18+ 66% 64% 64% 64% 63% 62% 59% 54% 52% 45% 63% 49% 44% 44% 45% 45% 50% 44% 38% 76 Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 77. Across Demos, CPG Video Ads are More Effective in Full Episodes Online Than on TV 60% Avg. Gen. Recall A18-49 Full Ep. Ads Video Ad in Full Episode Video Online CPG Men 18-49 59% 45% 38% 21% General Recall 56% Avg. Gen. Recall A18-34 Full Ep Ads 43% 35% Brand Recall 15% 12% Message Recall Likeability 18% General Recall 58% 41% 36% 28% 39% 17% Avg. Gen. Recall A18-34 TV Ads General Recall 37% 26% 24% CPG Men 18-34 52% 46% 36% 41% Avg. Gen. Recall A18-49 TV Ads Standard TV Commercial (Total) 61% CPG Women 18-49 Brand Recall 11% Message Recall Brand Recall Message Recall 44% 35% 24% 17% General Recall Likeability CPG Women 18-34 17% 10% Lik eability 22% 14% Brand Recall 22% 14% Message Recall Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar. Lik eability 77 Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence IAB Online Video Study Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 78. Across Demos, CPG Video Ads are More Effective in Short Form Videos Online Than on TV 45% Standard TV Commercial (Total) CPG Women 18-49 Video Ad in Short Form Video Online CPG Men 18-49 Avg. Recall A18-49 Short Form 44% Ads 37% 39% 47% 41% 31% 24% 30% Avg. Recall A18-49 TV Ads 19% General Recall Brand Recall 23% 13% Message Recall 17% 10% Likeability CPG Men 18-34 42% Avg. Recall A18-34 37% 34% Short Form Ads 37% Avg. Recall A18-34 TV Ads General Recall General Recall 46% 40% Brand Recall Brand Recall 17% 10% Message Recall Message Recall 22% 15% 12% 9% Lik eability General Recall 16%13% Likeability CPG Women 18-34 29% 22% 23% 16% 24% 16% Brand Recall 15% 12% Message Recall Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar. Lik eability 78 Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidence IAB Online Video Study Online & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 79. Short Form Content Reaches Nine in Ten Online Video Viewers Active Online Reach (%) 92% Short Form Content Nearly ALL Streamers Watch Short Form Video Long Form Content 20% *Long Form Video refers to any video over 24 minutes long and includes full episodes. Short form refers to under 24 minutes. See Sl. 11 for full definitions. Note: Each chart features mutually exclusive categories; on the full slide, there are three non-exclusive categories: Short Form Content, Long Form Content, and Professionally Produced Content, and may feature overlap from other categories. All other categories are mutually exclusive. 79 Nielsen NetView, March 2012 Home & Work Usage IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 80. Time Spent Streaming Video (Billions of Minutes) Short Form and Long Form Digital Video Show Seasonal Jan. Spike 35 Total Time Spent Streaming Online Video 30 Short Form Content 25 YoY Change: +9% +2% -1% 20 15 Avg. Monthly Short Form Time Spent Streaming: 26 Billion Minutes Avg. Monthly Long Form Time Spent Streaming: 5.3 Billion Minutes 10 Long Form Content 5 YoY Change: -1% +18% -3% - *Netflix changed its methodology in April and May, impacting Time Spent Streaming Movies (Long Form) and Movie Trailer (Short Form) Measurement Period: January 2011 – March 2012. Total Minutes Spent Viewing (Sum Total). Short Form is defined as online video content less than 24 minutes in length. Long Form is defined as online video content longer than 24 minutes in length. Short form and Long form are mutually exclusive categories. Full Episodes are considered Long Form Content. 80 Source: NetView Online Panel IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 81. Professionally Produced Content Reaches 9 in 10 Online Video Viewers; UGC Reaches 8 in 10 Active Online Reach (%) Professionally Produced Content 91% Nearly ALL streamers watch professionally produced video User Generated Content (UGC) 80% *See Sl. 11 for full definitions. Brand channels were pulled out of YouTube traffic and attributed to professionally produced content. Measurement Period: January 2011 – March 2012. Total Minutes Spent Viewing (Sum Total). Short Form is defined as online video content less than 24 minutes in length. Long Form is defined as online video content longer than 24 minutes in length. Short form and Long form are mutually exclusive categories. Full Episodes are considered Long Form Content. 81 Nielsen NetView, March 2012 (Typical month) IAB Online Work Usage Home & Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 82. Time Spent Streaming Video (Billions of Minutes) UGC and Professional Digital Video Grow; Both Seasonally Spike in Jan. 35 Total Time Spent Streaming 30 Professionally Produced Content 25 20 YoY Change: +10% +8% -1% 15 10 Avg. Monthly Min. Streaming UGC: 27.7 Billion Minutes Avg. Monthly Min. Streaming Pro Content: 17.1 Billion Minutes 5 0 User Generated Content YoY Change: +21% +12% +8% 82 Source: NetView Online Panel. Measurement Period: January 2011 – March 2012. Total Minutes Spent Viewing (Sum Total). Short Form is defined as online video content less than 24 minutes in length. Long Form is defined as online video content IAB Online Video Study longer than 24 minutes in length. Short form and Long form are mutually exclusive Copyright © 2012 The Nielsen Company. Confidential and proprietary. categories. Full Episodes are considered Long Form Content.
  • 83. Time Spent Streaming Professionally Produced Video Grows 8% Year Over Year • Largely driven by Full Length Movies, News & Info, and Games YoY %Chg 2/11-2/12 Total Time Spent Streaming (Min.) 28,985,399,599 27,758,596,703 25,000,000,000 Professionally Produced Content 8% 14% Portals, News & Info 20,000,000,000 TV Shows & Clips -29% 25% Movies 15,000,000,000 Music Sports/Sports Highlights -33% Gaming/Game Trailers 5,000,000,000 -42% Movie Trailer 10,000,000,000 -28% 36% - 83 *Netflix changed its methodology in April and May, resulting in Movie Trailer drop in Time Spent Streaming .Feb. chosen for YoY comparison to avoid Jan. seasonality Short Form is defined as online video content less than 24 minutes in length. Long Form is defined as online video content longer than 24 minutes in length. Full Episodes are considered Long Form Content. Jan. 2011 – Mar. 2012 Source; NetView Online Panel Total Minutes Spent Viewing (Sum Total) IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 84. Appendix 84 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 85. Identifying Future Opportunities With Learnings CPG Studies (13) From Past Studies • Aggregated 18 different studies from different advertisers across categories including: – – – – – – – – 9% Food Health & Beauty Beverage Technology Auto Retail Finance Telecom 91% Online Display Online Video All Studies (18) 11% • CPG break out includes aggregate of Food, Health & Beauty, and Beverages 89% 85 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 86. Mobile Video Viewing Is Growing Along With Online Video Mobile Video Viewers (000s) 33,526 35,957 28,538 Q1 2011 Q4 2011 Q1 2012 86 From Nielsen Cross Platform Report, Q1 2012 Mobile video user projection, time spent and composition data are based on survey analysis of past 30 day use during the period. The mobile video audience figures in this report IAB Online Video Study include mobile phone users (aged 13+) who access mobile video through any means Copyright © 2012 The Nielsen Company. Confidential and proprietary. (including mobile Web, subscription-based, downloads and applications).
  • 87. Digital Video Viewing is Growing Among TV Viewers Avg. Minutes Streamed Per Month 250 Avg. Monthly Minutes Streamed per TV Viewer % Change Jan 2011Mar 2012 241 240 (4 hrs) +12% 230 220 216 +14% 210 (3.5hrs) 1/11 +12% +10% -1/12 2/11 3/11 -2/12 -3/12 200 190 180 (3 hrs) 170 160 150 (2.5hrs) Avg. Monthly Minutes Streamed per TV Viewer Among Cross-Platform Homes Panel, A18+ 87 Online Video Streaming Usage by TV Viewers Measurement Period: January 2011-March 2012 Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person Nielsen Cross Platform Homes Panel Note: Home Only Usage IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 88. Avg. TV Minutes Viewed Per Month TV Viewing is Flat Among Video Streamers 10000 Avg. Monthly TV Minutes Viewed per Video Streamer % Change Jan 2011-Mar 2012 9500 9000 -8% 9177 8500 8431 8000 +2% 7500 1/11 -1/12 7000 +1% -4% 2/11 -2/12 3/11 -3/12 6500 6000 5500 5000 Avg. Monthly TV Minutes Viewed per Streamer Among Cross-Platform Homes Panel, A18+ 88 TV Viewing by Online Video Streamers Measurement Period: January 2011-March 2012 Sum of Segment Average Minutes Per Tuning/Streaming Day Per Person IAB Online Video Study Nielsen Cross Platform Homes Panel Copyright © 2012 The Nielsen Company. Confidential and proprietary. Note: Home Only Usage
  • 89. Online Video Ads During Full Episodes Are More Effective Than Broadcast or Cable TV Ads • Viewers are Twice as Likely to Enjoy an Online Ad and to Remember it’s Brand and Message Than They Are a Cable TV Ad Online Video Ads in Full Episode Players 64% Broadcast TV Ads Cable TV Ads Ad Effectiveness Metrics , Adults 18+ 52% 50% Online is Twice as Effective as Cable 44% 40% 33% 26% 28% 25% 19% General Recall Brand Recall Message Recall Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary 17% 14% Likeability 89 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 90. Prior Exposure to Short Form Online Video Ads Makes TV More Effective Across Demos TV + Prior Online Video Ad Exposure in Short Form Video 49% A18-49 Avg TV+ Short Form Video 51% 43% Men 18-49 48% TV Commercials Only (Total) 41% 42% 32% 25% 32% Avg. TV A18-49 23% 25% 18% 17% General Recall Brand Recall 32% 28% General Recall Message Recall Brand Recall 24%21% Message Recall 25% 18% 12% Likeability Adults 18-34 49%47% Women 18-49 General Recall Brand Recall 49% 47% 17%15% Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall Likeability Adults 35-64 32% 28% Lik eability Message Recall 16% 13% Brand Recall 24% 21% Message Recall 17% 15% Lik eability 90 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 91. Prior Exposure to Full Episode Online Video Ads Makes TV More Effective Across Demos TV + Prior Online Video Ad Exposure in Full Episode 49% A18-49 Avg TV+ 49% Full Ep Video 41% TV Commercials Only (Total) 50% 43% Men 18-49 32% 25% 32% 42% 23% Avg. TV A18-49 26% 19% 17% General Recall Brand Recall Message Recall Likeability General Recall Brand Recall Message Recall General Recall Brand Recall 58% 48% 43% 39% 19% 14% 25% 18% 12% Adults 18-34 25% 21% Women 18-49 Message Recall Adults 35-64 42% 35% 30% 22% 13%11% Lik eability Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall Brand Recall Message Recall 16% 13% Likeability 26% 16% Lik eability 91 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 92. Duplication: Prior Exposure to Non-Video Online Ads Makes TV More Effective TV + Prior Non-Video Online Ad Exposure 50% Men 18-49 Avg 50% TV+ 41% Online A18-49 32% 43% 23% Avg. TV A18-49 General Recall 45% 39% Brand Recall 25% 17% Message Recall 30% 25% 16% 12% Likeability Brand Recall General Recall Brand Recall 58% 49% Adults 18-34 25% 21% General Recall 50% 44% TV Commercials Only (Total) Women 18-49 Message Recall Message Recall 31% 23% 13%11% Lik eability Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall 15% 13% Likeability Adults 35-64 39% 30% 19% 14% 22% 18% Brand Recall Message Recall 21% 16% Lik eability 92 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 93. Duplication: Prior Exposure to Short Form Online Video Ads Makes TV More Effective TV Commercials Only (Total) TV + Prior Online Video Ad Exposure in Short Form Video 55% 46% General Recall 49% 42% Adults 18+ 35% 28% Brand Recall 28% 20% Message Recall Likeability Brand Recall General Recall 59% 48% 44% 39% General Recall 32% 24% 19% 15% Adults 18-34 26% 21% Adults 18-49 Brand Recall Message Recall Message Recall 17% 13% Likeability Adults 35-64 42% 30% 19% 14% 25% 17% 35% 22% 14%11% 26% 16% Lik eability General Recall Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Brand Recall Message Recall Lik eability 93 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 94. Duplication: Prior Exposure to Short Form Online Video Ads Makes TV More Effective TV + Prior Online Video Ad Exposure in Short Form Video 54% Men 18+ 46% 38% 31% 28% 23% 21% 15% General Recall Brand Recall Likeability 32% 23% Brand Recall 25% 17% Message Recall 55% 46% Women 18+ 36% 27% General Recall 51% 43% Men 18-49 48% 41% General Recall Message Recall TV Commercials Only (Total) Brand Recall 18% 12% Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall Message Recall 19% 15% Likeability Women 18-49 32% 25% Lik eability 28% 20% Brand Recall 25% 18% Message Recall 16% 13% Lik eability 94 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 95. Duplication: Prior Exposure to Short Form Online Video Ads Makes TV More Effective TV + Prior Online Video Ad Exposure in Short Form Video Men 18-34 24% 18% 49% Women 18-34 47% 41% 41% 36% General Recall 60% TV Commercials Only (Total) Brand Recall 45% 18% 12% Message Recall 28% 23% 13%10% Likeability General Recall 58% 48% Men 35-64 38% 31% 24% 29% 17% General Recall Brand Recall Message Recall Lik eability Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall Brand Recall 21% 16% Message Recall Women 35-64 40% 29% 32% 21% Brand Recall Message Recall 14%12% Likeability 23% 15% Lik eability 95 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 96. Short Form Online Video is More Effective Than TV Across Demos Video Ads in Short Form Video Online Adults 18+ 49%47% Adults 18-49 45%44% 32% 28% General Recall Standard TV Commercials (Total) Brand Recall 24%21% Message Recall 28%25% 17%15% Likeability General Recall 51% 50% Adults 18-34 42%40% 25% 21% General Recall Brand Recall Brand Recall Message Recall Message Recall 27% 23% 13%12% Lik eability General Recall 14%13% Likeability Adults 35-64 35% 31% 18%15% 21%18% Brand Recall Message Recall 19% 17% Lik eability 96 Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream IAB Online Video Study Limited to the same brands that streamed online and aired on TV during the same period; specific Copyright © 2012 The Nielsen Company. Confidential and proprietary. creative executions may vary
  • 97. Short Form Online Video is More Effective Than TV Across Demos Video Ads in Short Form Video Online Men 18+ 48%47% 33% 29% General Recall Brand Recall 50%48% 25%22% Message Recall 18%16% Likeability General Recall Brand Recall Message Recall General Recall 46% 45% 43%42% 21%18% Women 18+ 32% 28% Men 18-49 27%24% Standard TV Commercials (Total) Brand Recall 15%13% Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall Message Recall 16%15% Likeability Women 18-49 28% 25% Lik eability 23%20% Brand Recall 21% 18% Message Recall 14% 13% Lik eability 97 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 98. Short Form Online Video is More Effective Than TV Across Demos Video Ads in Short Form Video Online Standard TV Commercials (Total) Men 18-34 Women 18-34 45%42% 38%37% 22%19% General Recall Brand Recall Message Recall 12%10% Likeability 36% 32% Brand Recall 28%25% Message Recall General Recall 51% 49% Men 35-64 51%50% General Recall 16% 12% 27% 23% Brand Recall 21%18% Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall Message Recall 14%12% Likeability Women 35-64 33% 30% Lik eability 20% 16% Brand Recall 25% 22% Message Recall 17% 16% Lik eability 98 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 99. Short Form Online Video is More Effective Than TV Across Demos Online Video Ad in Short Form Video Standard TV Commercial (Total) 45% Avg. Recall A18-49 SF Ads Men 18-49 46% 45% 43%42% 44% 27%24% Avg. Recall A18-49 TV Ads General Recall Brand Recall 21%18% Message Recall 28%25% 15%13% Likeability General Recall 51% 50% Adults 18-34 42%40% 25% 21% General Recall Brand Recall Women 18-49 Brand Recall Message Recall Message Recall 27% 23% 13%12% Lik eability General Recall 14%13% Likeability Adults 35-64 35% 31% 18%15% 21% 18% Brand Recall Message Recall 19% 17% Lik eability 99 Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream IAB Online Video Study Limited to the same brands that streamed online and aired on TV during the same period; specific Copyright © 2012 The Nielsen Company. Confidential and proprietary. creative executions may vary
  • 100. Across Demos, Video Ads are More Effective in Full Episodes Online Than on TV 62% Avg. Recall 62% A18-49 Full Ep Ads 42% Video Ad in Full Episode Online Men 18-49 48% 41% Avg. Recall A18-49 TV Ads 57% 39% 43% 38% 23% General Recall Standard TV Commercial (Total) 62% Women 18-49 Brand Recall 26% 17% Message Recall 25% 18% Likeability General Recall 69% 41% 48% 32% General Recall Brand Recall Message Recall Brand Recall Message Recall Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall Likeability 55% 46% 34% 22% 11% Lik eability 23% 13% Adults 35-64 30% 21% 14% 38% 12% Adults 18-34 21% 47% Brand Recall Message Recall 16% Lik eability 100 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 101. Across Demos, Video Ads are More Effective in Full Episodes Online Than on TV Standard TV Commercial (Total) Video Ad in Full Episode Online 64% 46% 62% 50% Adults 18+ 40% 20% Brand Recall 57% 39% 42% Message Recall Likeability Adults 18-34 21% General Recall 69% 48% Message Recall Brand Recall Message Recall Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall Likeability 55% 46% 34% 22% 11% Lik eability 13% Adults 35-64 30% 21% 14% 24% 17% 41% Brand Recall 38% 24% 15% 32% General Recall 47% 28% 27% General Recall Adults 18-49 Brand Recall Message Recall 16% Lik eability 101 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 102. Across Demos, Video Ads are More Effective in Full Episodes Online Than on TV 65% Video Ad in Full Episode Online 45% 63% 52% Men 18+ 42% 21% Brand Recall 46% Message Recall 27% 20% 15% Likeability General Recall Men 18-49 41% 43% 38% 23% Brand Recall 48% 39% 62% 48% General Recall Women 18+ 33% 28% General Recall 62% Standard TV Commercial (Total) 26% 17% Message Recall Brand Recall 25% Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall 14% Likeability Women 18-49 47% 38% 12% Lik eability Message Recall 24% Brand Recall 18% Message Recall 23% 13% Lik eability 102 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 103. Across Demos, Video Ads are More Effective in Full Episodes Online Than on TV Video Ad in Full Episode Online 57% 36% General Recall 71% 58% Men 18-34 41% Brand Recall 12% Message Recall Women 18-34 41% 32% 18% Standard TV Commercial (Total) 32% 23% 19% 10% Likeability 16% General Recall Brand Recall 67% Men 35-64 48% 41% 48% 31% 24% General Recall Brand Recall Message Recall Message Recall 22% 12% Women 35-64 53% 44% 58% 49% 41% 29% 21% 17% Lik eability Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidence Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary General Recall Brand Recall Message Recall Likeability 28% 15% Lik eability 103 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 104. Across Genres, Nearly Twice as Many Recall the Brand Advertised in Online Video Than on TV • Roughly Half Recall the Brand Online vs. 1 in 4 on TV • Online Documentaries, Science Fiction and Talk Especially Outperform TV Online Video Ads in Full Episode Players 58% Brand Recall Across Genres, Adults 18+ 57% 57% 50% 50% 49% Avg. Brand Recall for Video Ads Avg. Brand Recall for TV Ads 48% 48% 48% 46% 41% 33% 27% Total TV Ads (Broadcast + Cable) 24% 33% 26% 33% 30% 28% 27% 24% 25% 25% 19% 104 Brand recall only asked of those who correctly recall general recall. Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Message recall, only shown to those who correctly recall brand. Online & TV data based on responses up to 1 day post-ad stream IAB Online Video Study Limited to the same brands that streamed online and aired on TV during the same period; Copyright © 2012 The Nielsen Company. Confidential and proprietary. specific creative executions may vary. TV ads include primetime, non-sports
  • 105. Top Genres for Online Video Ad Effectiveness Video Ad on an Online Full Episode Player vs. TV Commercial General Recall FEP General Recall TV Brand Recall FEP Message Recall FEP Message Recall TV 69% Likeability FEP 71% 58% 57% 51% 52% 42% 35% 24% 17% 14% Documentary/Salute/Tribute Likeability TV 68% 57% 49% 44% 46% 33% Brand Recall TV 34% 25% 17% 26% Science Fiction 65% 40% 19% 12% Talk Format 64% 52% 50% 41% 33% 25%28% 17% 49% 44% 39% 27% 26% 19% 13% 105 Drama/Adventure Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Animation IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 106. Across Genres, the Ad’s Message is More Memorable in Online Video Ads Than TV Ads • Ads in Documentaries and Instructional Videos are Three Times More Effective Online Online Video Ads in Full Episode Players 52% 49% Message Recall Across Genres, Adults 18+ 46% 42% 41% 40% Avg. Message Recall of Video Ads 20% Avg. Message Recall of TV Ads Total TV Ads (Broadcast + Cable) 39% 38% 38% 38% 30% 25% 17% 25% 19% 19% 17% 18% 20% 23% 22% 17% 13% 106 TV ads include primetime, non-sports Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Brand recall only asked of those who correctly recall general recall. Message recall, only shown to those who correctly recall brand. IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 107. Across Genres, Online Video Ads Are More Likeable Than TV Ads • Online Ads in Talk Shows are Three Times More Likeable Than on TV • Ads in Most Genres are Twice as Likeable Online 40% Online Video Ads in Full Episode Players 35% Adults 18+ Who Liked the Ad, Across Genres 34% 31% 29% 28% Avg. Likeability of Video Ads 15% Total TV Ads (Broadcast + Cable) 28% 28% 26% 26% 23% 17% 12% 14% 15% 15% 16% 16% 17% 13% 13% 13% 11% Avg. Likeability of TV Ads 107 Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad stream Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 108. Across Some Ad Verticals, Short Form Online Video Brands Are More Memorable Than TV Ads • Tech, Food & Beverage, Health & Beauty, Telecom and Pharma Video Ads Online Significantly Outperform TV Commercials Video Ads in Online Short Form Video 32% Brand Recall Across Ad Verticals, Adults 18+ 38% Avg. Brand Recall of Video Ads 28% 35% 28% TV Commercials (Broadcast + Cable) 35% 34% 29% Avg. Brand Recall of TV Ads 34% 38% 37% 34% 29% 33% 29% 32% 28%28% 23% 21% 19% Tech Food & Beverage Health & Beauty Pharma 27% 25% Telecom Household Products Finance Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad exposure Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Retail Restaurants Hospitality 19% Auto 108 Brand recall only asked of those who correctly recall general recall. Message recall, only shown to those who correctly recall brand. IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 109. Across Some Ad Verticals, Short Form Online Video Messages Are More Memorable Than TV Ads • • Health & Beauty, Pharma, Telecom, Household Products, Food & Beverage and Tech Categories Significantly Outperform TV Online Video Ads for Health & Beauty and Pharma Have About Twice the Message Recall of TV Commercials Message Recall Across Ad Verticals, Adults 18+ Video Ads in Short Form Online Videos 24% 29% 29% 29% TV Commercials (Broadcast + Cable) 29% 29% 27% Avg. Message Recall SF Video Ads 23% 25% 24% 22% 24% 23% 21% 21% 21% 20% 22% 21% Avg. Message Recall of TV Ads 15% 15% 15% 13% Health & Beauty 12% Pharma Telecom Household Food & Products Beverage Tech Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad exposure Limited to the same brands that streamed online and aired on TV Finance Restaurants Retail Auto 109 Hospitality Brand recall only asked of those who correctly recall general recall. Message recall, only shown to those who correctly recall brand. IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 110. Across Some Ad Verticals, Short Form Online Video Ads Are More Likeable Than TV Ads • • Health & Beauty, Food & Beverage, Household Products, Tech and Telecom Ads Online Are Most Likeable Health & Beauty and Tech Video Ads Online Significantly Outperform TV Video Ads in Short Form Online Video TV Commercials (Broadcast + Cable) Likeability Across Ad Verticals, Adults 18+ 17% 20% Avg. Likeability Video Ads 15% Avg. Likeability of TV Ads 20% 22% 21% 22% 19% 17% 18% 17% 17% 17% 16% 15% 15% 13% 12% 10% 10% Health & Beauty Food & Beverage Household Products Tech Telecom Finance Restaurants Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Online & TV data based on responses up to 1 day post-ad exposure Limited to the same brands that streamed online and aired on TV during the same period; specific creative executions may vary Pharma 15% 14% Auto 10% Hospitality 9% Retail 110 IAB Online Video Study Copyright © 2012 The Nielsen Company. Confidential and proprietary.