Presented at the MIMA Summit 2015

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IT’S SOCIALTV
MIMA Summit

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@cparizman
AIM / Gmail / Instagram
Twitter / LinkedIn

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• Who pays for cable or satellite?
• And has logged in throughTV Everywhere?
• Who pays for at least one streaming service?
• More than one?
• Borrows a password to one?
• Who’s ever live tweeted aTV show?
• Instagram? Snapchat? Meerkat? Periscope?

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TV EXPERIENCETRENDS

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• 78% of US adults who watchTV use another device while watchingTV
• 2/3 smartphone owners multiscreen while watchingTV; 50% all
computer or tablet owners multiscreen
• 84% of smartphone multiscreeners do so daily, 79% of computer
multiscreeners and 65% on tablets.
• Smartphone and tablet multiscreeners are more likely to pay
attention to theTV
• 25% of their device activities are related to what they’re watching.
iABVision Critical Study April 2015

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• Smartphone, tablet and connected TV/device usage has increased
considerably over the past year
• 42% smartphone, 35% tablet, 35% ConnectedTV, 24% DVR
• 11% watch moreTV while 19% watch less
• More usage while watching Television
• 40% smartphone, 39% tablet, 28% computer
• 45% say they are less likely to multiscreen while streaming a video
on connectedTV than while watching regularTV
iABVision Critical Study April 2015

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• Activities Engaged on Smartphone while WatchingTV
• 58% Read/post on social networks, unrelated to the show
• 54% Email/IM/text with friends about the show/movie
• 49% Search for information about show/movie/actor
• 42% Read/post on social media pages of the show/movie/actor
• 37% Search for reviews of a product/service shown in a commercial
• 34% Post on social media about a commercial
• 32% Watching video clips related to the show/movie (i.e. behind the scenes clips)
• 31% Go to the site of a product/service shown in a commercial
• 29% Use a hashtag for a show while posting on social media
• 27% Vote/participate in show-related activity
iABVision Critical Study April 2015

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SMARTPHONE
ADDICTS
• 90.5 million US smartphone users for
73.4% of internet users and 59.3% of
the population.
• By 2019 - 236.8 million users for
85.5% of internet users and 71.4% of
total consumers in the US

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JUMP ACROSS
DEVICES
• Connected TV peaks during primetime
hours, 8p-10p combine for 23%
• Desktop peaks during work, 2p - 4p
represents 20%
• Smartphones steady through the day,
9p - 2a equal 25%

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• ConnectedTV services used at least once a month
• 79% Netflix
• 76%YouTube
• 55% TV Network App
• 52% Amazon
• 45% Portal -Yahoo,AOL, etc
• 41% Hulu
• 38% Webisode site - Crackle,Vice, etc
• 37% iTunes
iABVision Critical Study April 2015

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TV EVERYWHERE GROWTH

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TV EVERYWHERE GROWTH
• 42.3% of payTV customers aware that their cable or satellite provider offered aTV Everywhere app
• up 13.7% over 2014 and 60.8% over 2013
• 45.4% of installers used theirTV Everywhere apps weekly
• up 13.5% from 40% in 2014
• 16.3% even watched more than five days a week vs. 12.5% in 2014.
• In Q1 2015,Adobe found that authenticated video starts jumped 282% year over year in
• Comcast this week announced its Xfinity TV app have nearly reached 18 million,
up 60% from 11 million in February 2015

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UPFRONT DOLLARS HAVE PLATEAUED
• Third consecutive upfront in which volume committed for primetime has fallen
• 2010: $8.1B to $8.7B
• 2011: $8.8B to $9.3B
• 2012: $8.8B to $9.3B
• 2013: $8.6B to $9.2B
• 2014: $8.17B to $8.94B
• 2015: $8.02B to $8.69B
• Ad commitments could dip below $8 billion next year for the first time since 2009

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THE STATE OFTHE
DIGITALVIDEO WORLD 2015
• What do you think will be the biggest video opportunities for media companies or advertisers in
your country over the rest of 2015?
• Programmatic video will be big.
• Mobile video and especially “native” (specific to mobile) video ad formats are going to be important.
• Creating ads specifically for digital and not just repurposingTV ads.
• What do you think will be the biggest video challenges for media companies or advertisers in your
country over the rest of 2015?
• Fragmentation of the video advertising technology landscape.
• Transition to viewable video impressions and shifts in pricing as a result of that.
• Rise of live streaming and shorter “snackier” video ad formats

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THE STATE OFTHE
DIGITALVIDEO WORLD 2015
• How important is each of the following Digital Video monetization strategies for your
members’ businesses?
• Direct Ad Buying 5
• Video Ad Network 4
• Programmatic/RTB 3
• In-streamVideo Advertising 4
• In banner/Interstitial advertising 4
• Subscriptions/Paywalls 2
• Pay per video 2

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2015 MTVVMAS
• 5 million viewers watched on the main network
• 9.8 million viewers across 10 Viacom
networks - down from last year's 10.3 million
on four networks: MTV, MTV2,VH1 and Logo
• Live streaming was up with19.1 million
streams, 155% over last year
• #1 awards show on cable this year in people
ages 12 to 34.
• Most tweeted non-sports program since at
least October 2011
• In the US 2.2 million people sent 21.4 million
tweets, up 69 percent from last year.
• Kanye West announced he's running for
president, prompting 247,525 tweets.

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TWITTER USERS ARE ENGAGED USERS

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TWITTER USERS ARE ENGAGED USERS

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TWITTER USERS LOVETV

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• 1 billion tweets sent aboutTV in 2014 in the US generated 87 billion impressions
• A10% increase in impressions ofTV related tweets corresponds to a 1.8% increase in the +7
A18-34 ratings
• 85% of people active onTwitter during primetime hours reported tweeting aboutTV
• 50% of users say their friends ask their opinion aboutTV shows, 44% users self-identity as more
knowledgeable aboutTV, and 51% of users have a higher likelihood to create social media
content related to what they watch
• 64% lift in conversation when a cast live-tweets and a 20% increase in tweets per minute
following on-air appearance of a hashtag
• 50% ofTV users say the look up hashtags fromTV shows to see what people are saying
TWITTER USERS LOVETV

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SOCIALTV OPPORTUNITIES

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SPONSORED POSTS

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CUSTOM CONTENT

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HASHTAG EVENTS

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• Engage: Invite fans to contribute content to
participate in programming.And stay in touch
with your audience regularly with publishing
to show and talent Facebook Pages.
• Decide: Polling and voting solutions to
understand audience sentiment at any given
moment or determine the outcome of
contests.
• Display: More easily curate photos, videos
and posts new resources for displaying
content in broadcast graphics.

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FACEBOOKVIDEO FEED
• BetaTesting
• Launched to ~80% of the iOS
US mobile market

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FACEBOOK
INSTANT
ARTICLES

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TWITTER AMPLIFY UPDATES

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PEEL PREDICTS
2015 SEASON
• 2014 - 92% accuracy which fallTV
shows would be canceled and which
would survive based on the success of
the show’s premiere episode
• The premiere needed to hold the
attention of more than 70% of viewers
for at least 15 minutes.

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IT’S SOCIALTV
MIMA Summit

52. Thank You, Summit Sponsors