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Video Measurement: results unveiled

Video Measurement: results unveiled. Presentation Speakers. Adam Gerber VP, Sales Development and Marketing, ABC Television Network. Cheryl Idell EVP, Client Solutions, Nielsen. Kris Magel Chief Investment Officer, Initiative. Eric Solomon SVP, Global Product Leadership, Nielsen.

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Video Measurement: results unveiled

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  1. Video Measurement: results unveiled

  2. Presentation Speakers Adam GerberVP, Sales Development and Marketing, ABC Television Network Cheryl IdellEVP, Client Solutions, Nielsen Kris MagelChief Investment Officer, Initiative Eric SolomonSVP, Global Product Leadership, Nielsen

  3. Agenda

  4. C360 2013 Introduction • Third wave of TV innovation—place shifting—is upon us • Consumers are primed and ready > > > > > > • The Big Bang • Distributors and programmers are going big in 2013 and 2014 • Measurement is a critical enabler and must be in place > > > > > >

  5. Consumers are driving rapid change Accelerating change in our future 2006–Present 1990s–2005 1970s & 1980s Smartphones HDTV Tablets Digital & Internet Revolution DVD DVR VOD Over-the-top Distribution Smart TV with Social Capabilities App-Driven Digital World Rise of Cable TV More Advertiser-Supported Networks VCR Video Games 1950s & 1960s Black & White TV First Satellite Broadcast

  6. Media companies are rapidly making content available on mobile devices Most programmers have announced a substantial expansion of ad-supported simulcasts and VOD with a DAI adload until c3is measureable—and then both models will be in the market. 118 February 2014 104 April 2013 • OPERATING SYSTEMS • CONTENT TYPE 62% |35% 57% |76% 23% |28% 43% |24% 15% |36% Short Form iOS and Android Full Episode Vod iOS only Live Streaming • AD MODELS 7% |11% 3% |10% 45% |50% 44% |29% Linear DAI Digital+Pre-Roll No Advertising/Banner Only

  7. Nielsen is conducting research to fuel mobile measurement Electronic Mobile Measurement Panel = 16,000 National Probability Survey = 4,000

  8. Tablet Sharing Almost half of respondents share their tablet with a household member. Household members aged 2–12 are most likely to use the respondent’s tablet. Yes 48% 52% No Weighted data; among tablet users (N=2,024) and among persons living with tablet users (N=3,892).

  9. Co-viewing by genre User-generated content is the genre most likely to be co-viewed, and it is co-viewed almost as much on tablets as it is on smartphones. Weighted data; among all viewers (1,590 tablet; 2,370 smartphone).

  10. THE INDUSTRY NEEDS RESOLUTION AROUND SEVERAL BUSINESS ISSUES Privacy Metrics Digital Rights Business Models

  11. Advertising perspective

  12. How new channels, data and technology can make TV advertising even more powerful

  13. Changing landscape have you worried? TV Fragmenting, usage levels falling, prices climbing DVRs enabling commercial avoidance in half of US homes Consumption across screens exploding Younger audiences favor portable screens, gaming, online and mobile video, hate traditional ads Multi-screen usage is distracting viewers, making TV advertising less effective

  14. Yes, it’s true… Traditional TV usage has begun to fall among younger viewers Source: Nielsen Media View, TV Usage 4Q10–4Q13

  15. Consumption by platform is diversifying % Viewing by Platform, Hulu Source: Hulu internal data

  16. Fueled by growth in technology Source: MAGNAGlobalProjections

  17. On-DEMAND VIEWING IS ON THE RISE Source: Nielsen Cross Platform Report; On-demand viewing includes DVR playback, PC streaming, and video on mobile phones.

  18. Largely offsetting decreases in Live TV viewing 36.50 36.56 35.81 +63 min -59 min Source: Nielsen Cross Platform Report; On-demand viewing includes DVR playback, PC streaming, and video on mobile phones.

  19. TV still represents the vast majority of video usage, even among younger audiences 4.5% % Online/Mobile Video 7.3% 7.5% 10.5% 15.1% 3.5% 11.4% Source: Nielsen Cross Platform Report, 1Q13

  20. Today’s video ecosystem offers opportunity to complement Television in ways never before possible

  21. Video in 2014 requires a holistic approach • Demand for traditional TV is sufficient to continue to result in CPM inflation • Traditional TV is not reaching some of your best customers • Alternative sources of video reach lighter TV viewers • Data can help us discover untapped ways of reaching customers through traditional TV

  22. TV has never been perfect on its own HeaviestViewers Average Viewers Lightest Viewers % U.S. 40% 20% 40% 74% 15% 11% % TV Viewing Source: Nielsen, 12/13 TV Season Average

  23. On-Demand helps us balance out Light TV viewers % Share of Media Usage Source: Nielsen 12/13 TV Season Average; Hulu.com internal data; Note: 3% of Hulu.com visitors did not watch TV for 6+ minutes in Dec. 2012.

  24. The best place to find light TV viewers is outside the home Source: 2013 Spring GfKMRI. A18–49 Q IV & QV TV viewing quintiles and DPbMedia.

  25. Emergence of Audience-buying in TV and Video Complementary reach, frequency and purity against key target segments Environment-focused approach: Content-driven, multi-screen, sponsorship Audience-focused approach: Data and technology to target customers, not age/sex demos

  26. A Holistic Video approach will complement TV, not replace it AUDIENCE AMPLIFICATION ENVIRONMENT • On-Demand • Across all screensTV, VOD, online, mobile, tablets • Web-endemic original programming • Cinema, place-based • Multi-culturalTotal market approach • Leverage data and technology • Extend reach and core target composition • Target customers, not age/sex demographics • Social TV amplification • Target exposed/unexposed TV viewers • Custom content • Multi-screen experiences • Gamification

  27. In the long run, a holistic approach expands the market and is good for marketers One video budget across all screens Traditional TV, on-demand across all screens, cinema and place-based More competitivelandscape Adding high quality impressions at efficient prices to the TV marketplace Greater use of data and technology To deliver efficient, incremental reach of customers and more attention to every ad Long-term view Influx of high quality original programming, distributed across more players and platforms, will ultimately result in more choice and greater efficiency for advertisers

  28. Media perspective

  29. The Challenge Video is everywhere Technology and data have complicated how and what we transact Scaled marketplaces require efficiency, transparency, and units of trade (i.e. liquidity) We need a go forward “measurement model”

  30. Some Truths (maybe)… We “measure” for various reasons (pre, during, post) How we “transact” and how we “value” can differ It’s not about Digital and TV…its about supply and demand We have multiple video marketplaces

  31. Today’s “Audience” Landscape 1 3 7 35 Day C3 Ratings Limited measurement/no monetization Live TV/DVR No demos for ads/limited monetization VOD 2+, OCR/VCE & proprietary measurement, DAI Online (web browser) 2+ & proprietary measurement, DAI Mobile (app) 2+ & proprietary measurement, DAI Connected TV (app) Unit ad model No ad model Mixed ad model Impression ad model

  32. audiences Unit Anchored to Show C3 Ratings “Ad Pods” Impression Anchored to User Census “Campaigns” Constrained Infinite

  33. Two Audience Marketplaces Evolve ? ? 1 3 7 35 Day C3 Ratings C? Live TV/DVR ? DAI Model VOD Unit Model DAI with Varying Measurement Online (web browser) ? Mobile (app) DAI Model Connected TV (app) Unit ad model No ad model Impression ad model

  34. Ultimately, It’s About Impressions Unit of trade Ability to price Seller Buyer Impressions Value Demographics Reach/Immediacy User Characteristics Engagement Conversion/CPA Value Lifetime Value Supply/Demand Content Cost Environment Etc.

  35. Mobile measurement update

  36. The 2014 Plan Digital Linear Credit mobile viewing to linear TV ratings Add mobile impressions to OCR/DPR Launch Digital Program Ratings (DPR) Delivered in 2014

  37. We are almost there MOBILE OCR MOBILE CREDIT TO TV RATINGS DIGITAL PROGRAM RATINGS • Design • Develop • Test • Launch R1 • Launch R2On schedule—August • Design • Develop • Test • Internal Preview • Industry Preview • LaunchPreview/Launch announcement coming in July! • Design • Develop • Test • LaunchOn schedule—July

  38. What’s next? Roadmap items for 2015 • PC/Mac crediting via census/SDK • OTT and game console crediting to Linear and Digital TV ratings • Cross-platform Program Ratings (XPR)

  39. Table Talk time Your opportunity to share and connect! • The Questions How would you invest the next $100 at Nielsen? What will the video business model be in the next 5 years?

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