Tim Avila, VP of Product Marketing, presented "The Major Players of Digital Video: The Four Screens" on March 27th at the 2012 iMedia Video Summit. The presentation highlights the players of digital video with a fun play on the NCAA tournament to break things down for attendees.
18. online video the
of video advertisers
plan to use pre-roll in
2012
19. Ad Request Volume
Ad Requests Volume
12:00
1:30
3:00
Late Night
4:30
6:00
7:30
Early Morning
9:00
10:30
12:00
Daytime
1:30
3:00
4:30
6:00
Early Fringe
Online
7:30
9:00
Primetime
10:30
Dayparting
Late Fringe
20. Key Plays
Online
• Daytime = Prime Time
• Targetable
• Site visits and 1st party data
• Audience look-alike modeling
• Use 3rd party providers
• Interactive Ad Formats
• Dynamic Messaging
21. mobile
the UNDERDOG
107 million
SMARTPHONE users
44% of all US mobile
phone users in 2012
22. mobile
the UNDERDOG
of
23%
time spent consuming
media is on mobile
devices
…but only 1% of ad spend
23. mobile
the UNDERDOG
119
average daily
consuming
minutes
media on
mobile devices
24. tablet
the Up and Coming Guard
Tablet users
in 2012
25. tablet
the Up and Coming Guard
62%
increase in
USERS in 2012
26. tablet
the Up and Coming Guard
36%
of internet users
will own a tablet in 2014
27. Mobile and tablet
Dayparting
Ad Requests Volume
Ad Request Volume
12:00 1:30 3:00 4:30 6:00 7:30 9:00 10:30 12:00 1:30 3:00 4:30 6:00 7:30 9:00 10:30
Late Night Early Morning Daytime Early Fringe Primetime Late Fringe
28. Key Plays
Mobile+Tablet
• Fastest growing segment of video
• Viewership spikes during commute times
• Targeting
• by Geo
• by App
• by Device
• Interactive Ad Formats
29. CONNECTED TV the REDSHIRT
10% ALL TV sets
of
are Internet
connected
30. CONNECTED TV the REDSHIRT
30
million
US households
view connected TV and that
number is rising
31. CONNECTED TV the REDSHIRT
of
76%
TVs are expected to be
Internet connected
by 2015
32. Ad Request Volume
Ad Requests Volume
12:00
1:30
Late Night
3:00
4:30
6:00
7:30
Early Morning
9:00
10:30
12:00
Daytime
1:30
3:00
4:30
Early Fringe
6:00
7:30
9:00
Primetime
10:30
Connected TV
Dayparting
Late Fringe
33. Key Plays
Connected TV
• Viewership closely mirrors TV patterns
• On Demand
• Limited inventory and targeting today
• Expect big growth here
34. • Targeting allows for • Focus on the appropriate
reaching new, specific screens for each daypart
audiences
• Take your message deeper • Counter fragmentation by
with interactive formats and integrating four screens into
dynamic creative plan
35. thank you
Tim Avila
Vice President, Product Marketing
BrightRoll
Twitter: @timfrombr
T: 415-677-9222x250
C: 415-867-6109
Notes de l'éditeur
Script notes:With video there is an emotional connection and a human componentBy combining scale with creative and bringing it to a TARGETED audience it creates powerful and influential content for the user
What’s new in video
Script notes: Colleges are in the NCAA Division 1 Men’s Basketball Conference----- Meeting Notes (3/22/12 14:15) -----Here are some numbers you need to know
64 men’s basketball teams are part of March Madness
There are 6 million male college students (both undergrad and graduate) ages 18-24 in the USSource: 2010 US Census
Script notes: Of that demographic, over 90% or almost 5.5M watch video onlineSource: comScore
…but there doesn’t need to be fragmentationThere is no “I” in teamThe four screens can work together as a team and be more successful than one “player” on their ownNext slide will introduce the “team” and its players
In the 1980s there were approx. 40 TV channels and the arrival of VCR & cable
In the 1980s there were approx. 40 TV channels and the arrival of VCR & cable
In the 1990s there was approx. 60 TV channels and satellite was introduced while cable continued to expand
In the early 2000s there was approx. 300 TV channels and much greater adoption of the internet
Today there are1,000s of TV channels & videos can be viewed across 4 screens: PCs, mobile phones, tablets and connected TVs
Script Notes: The video audience has become fragmented
…but there doesn’t need to be fragmentationThere is no “I” in teamThe four screens can work together as a team and be more successful than one “player” on their ownNext slide will introduce the “team” and its players
Script notes: Online video is the fan favorite with 185.7M total people viewing online video in the USSource: comScore Video Metrix Key Measures, February 2012
Still the biggest and the strongest: 55% projected growth in ad spending for 2012Source: eMarketer: http://www.emarketer.com/Article.aspx?R=1008815&ecid=a6506033675d47f881651943c21c5ed4
63% of Online Video Advertisers Plan to Use Pre-Roll in 2012http://www.emarketer.com/Article.aspx?R=1008757&ecid=a6506033675d47f881651943c21c5ed4
Script notes: Mobile video is still viewed as the underdog to online videoBut it has a lot of promise with almost 107M smartphone users in 2012, which is 44% of all mobile phone users. By 2014 its expected there will be 133M smartphone users, representing 53% of all mobile usershttp://www.emarketer.com/Article.aspx?id=1008849&R=1008849
But people are starting to pay more attention to mobile…Consumers spend 23% of their time on mobile devicesHowever only 1% of ad budget spend is devoted to mobile, compared to 42% for TV.Source: MediaPost http://www.mediapost.com/publications/article/168145/time-spent-in-mobile-far-outpaces-ad-spending.html
In all users who are spending a total of 7.2 hours a day consuming media, 119 minutes is with the phone.Agencies need to recognize the opportunities that mobile presents and restrategize to take advantage of this marketSource: http://www.mediapost.com/publications/article/169042/inmobi-mobile-users-spending-more-time-with-devic.html
The tablet is starting to gain more fans:55MM tablet users in 2012 (23% of internet users)90MM tablet users projected in 2014 (36% of internet users)Source: http://www.emarketer.com/Article.aspx?id=1008849&R=1008849
The Tablet is getting bigger and stronger each year as a playerhttp://www.emarketer.com/blog/index.php/emarketer-webinar-key-digital-trends-2012/62% increase from 2011 to 2012
Tablet users will make up 36% of internet users, up from 15% in 2011 -OR- More than 1 in 3 internet users will own a tablet in 2014Source: http://www.emarketer.com/Article.aspx?id=1008849&R=1008849
Script notes: Needs to be adopted and used – this will take longer b/c people don’t buy new TVs as often as other devices (i.e. computers, phones, tablets)Internet-connected TV sets are slowly growing -- now representing just 10% of all TV sets in U.S. TV homes -- with video game consoles the biggest Web-connected TV devices.Read more: http://www.mediapost.com/publications/article/155502/#ixzz1ptTeAhsh
Connected TV will be a star in the futureMore than 30 million U.S. households view connected TV, and that number is risingSource:http://mashable.com/2011/05/11/future-connected-tv/ - Parks Associate Study
Connected TV will be a star in the futureBy 2015, 76% of TVs are expected to be Internet connectedSource: http://mashable.com/2011/05/11/future-connected-tv/ - Parks Associate Study
