the new must have content
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The New Must-Have Content: Online Video
Michael HongDirector of MarcommLG Electronics USA.
Internet Retailer 2007
About LG
Lion & Sneakers
Charles Darwin
“It is not the strongest or the healthiest will survive but it will be the one that can adapt to change”
Speed
Division/Integration
Democratization
Prosumers
The digital era – New Culture
Self actualization
Love, Belonging & Self Esteem
Safety, Security, Survival
Social ConsciousnessValue pursuit; betterment of the
larger collective; community action
Emotional ConnectednessSense of community; empowerment(Share Photo/video, self publishing)
UtilityTask focus, Information access 24/7
(Search, shopping, banking)
Maslow’s Hierarchy of Needs
Maslow’s hierarchy of needs applied to Digital Evolution
Video… the beginning
1890
1931
1969
Evolution of Media Technology
Internet as Multi Media Platform
UCC
Broadband is driving change
Home Technology AdoptionAll US households
Internet
Broadband
0
20
40
60
80
100
120
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Mill
ion
s o
f H
ou
se
ho
lds
16% of Internet HH
86% of Internet HH
67% of Internet HH
Internet Speed
Sen
sory
Im
pac
t
VideoLow-Res
High
Low High
Audio
TextImage
HD 3D
Convergence of Media (Multi Media) High level sensory responsive marketing
Brandband opened new opportunities
Broadband Dial-up
2357Pages
1032Pages
Broadband Dial-up
24.8Hours
Broadband Dial-up
18.2Days
15.5Hours
14.3Days
PAGES PER PERSON TIME PER PERSON USAGE DAYS PER PERSON
HOME USAGE PER MONTHBroadband Vs. Dial-up
Broadband users are active
US Adults 18-54 w/ Home Broadband Connection
% of weekly media time
Source: 2006 Forrester NACTAS Benchmark Mail Survey-April 2006 Representation of All US Households: N=60,223
TV27%
Internet30%
Radio18%
Movies or DVD10%
Newspapers6%
Magazines5%
Video Games
4%
They spend more time on internet
Same65%
More15%
Less19%
None1%
More people will watch video on internet
Internet Video viewing in two years
Source: IDC Internet Video Usage 2006
Same32%
None12%
Less3%
More53%
TV viewing in two years
LIFE MANAGEMENT
FULL STORY
PERSONAL ENTERTAINMENT
SOCIALIZE
POST BROADBAND
COMMUNICATE
TASKS
SOUND BITES
JUST FOR FUN
PRE BROADBAND BEHAVIORS
SPEED
+
“ALWAYS ON”
Web 1.0
Internet is transforming
Web 2.0
People are transforming
7 Million Residents
Birth of New Culture & Generation
Yes33%
No67%
33% Internet users watch online video
Internet Video Viewers
Q: Have you watched internet video in the past 3 month?
N=1,000
Source: IDC Internet Video Usage 2006
Daily18%
1-3 amonth20%
Rarely20%
Once aweek42%
Frequency of Viewing
Q: How often do you watch internet videoN=230
Who watches online video?
•Teens are 10% of the internet population yet they are 16% of the streaming population (149 index – base 12+ pop.)
•Composition of internet and streamers is the same for 18-34 and 35-54 groups
•41% of streams come from adults 35-54
•Adults 55+ do stream, but less heavily than other age groups
0
0
0
0
0%
10%
20%
30%
40%
50%
12-17 18-34 35-54 55+
Internet Population
Streaming Population
Streams
comScore Video Metrix, August 2006 – initial measurement methodology
Subtle gender differences
Unique Streamers - Monthly
10,186,82915,771,323
21,012,659
7,670,581
7,003,610
14,781,084
23,665,981
10,173,823
12-17 18-34 35-54 55+
Males
Females
•48% of Online teens are female, yet 59% of teen streamers are female (123 index)
•46% of Online persons 35-54 are male, yet males make up 53% of streams within this group (114 index)
•Overall even split among males and females, similar to the internet population
comScore Video Metrix, August 2006 – initial measurement methodology
% of RespondentsMovies
TV Show
News
MovieTrailers
UCC
Music Videos
0 10 20 30 40 50
What they are watching?
Source: IDC Internet Video Usage 2006
User created content is competing with professionally produced content.
Few major players in streaming market
61%
Percent of Total Monthly Streams Online
1) Fox Interactive Media-MySpace (99%)
2) Yahoo! Sites3) YouTube.com
comScore Video Metrix, August 2006 – initial measurement methodology
Few major players in streaming market
81%
Percent of Total Monthly Streams Online
1) Fox Interactive Media-MySpace (99%)
2) Yahoo! Sites3) YouTube.com4) Viacom Digital
-MTV (53%)-Nick (35%)
5) Microsoft Sites6) Google7) Ebaumsworld.com8) Comcast Corp.9) Real.com10)Break.com
comScore Video Metrix, August 2006 – initial measurement methodology
Adults 18-34Adults 18-34 - Monthly
comScore Video Metrix, August 2006 – initial measurement methodology
Adults 35-54Adults 35-54 - Monthly
comScore Video Metrix, August 2006 – initial measurement methodology
Adults 54+Adults 55+ - Monthly
comScore Video Metrix, August 2006 – initial measurement methodology
Slight composition differences between sites
Unique Streamers by Age
16%
19%
16%
18%
28%
17%
32%
33%
29%
26%
29%
28%
30%
13%
10%
14%
15%
18%
9%
13%
39%
38%
41%
41%
47%
35%
40%
5%
Yahoo! Sites
MYSPACE.COM
YOUTUBE.COM
AOL
MSN-Windows Live
Viacom Digital
Google Sites
12-17
18-34
55+
35-54
comScore Video Metrix, August 2006 – initial measurement methodology
YouTube – disproportionate streams by teens
Streams by Age
18%
17%
24%
17%
27%
13%
34%
34%
30%
26%
30%
30%
32%
11%
9%
9%
14%
19%
9%
13%
37%
39%
36%
43%
48%
35%
42%
3%
Yahoo! Sites
MYSPACE.COM
YOUTUBE.COM
AOL
MSN-Windows Live
Viacom Digital
Google Sites
12-17
18-34
55+
35-54
24% were made by 16% of streamers on
the sitecomScore Video Metrix, August 2006 – initial measurement methodology
0
5
10
15
20
25
30
35
JanuaryFebruary March April May June July August
34 Million UU (YouTube)
22% Reach
Explosive growth of Gen. C
14th Largest Web Destination
…and Video content sites
Four keys of online video sites
1. Community as founding principal
2. Easy to share content
3. Statistic to encourage engagement
4. Free to express creativity
Rediscovery of Video
Online Video ad Impact
3.3
7.54.7
1.9 1.6
9.6
20
12.9
4.8 4
Aided BrandAwanss
Ad Awrnss Msg Asso BrandFavorbility
PurchaseIntent
GIF/JPG Video/Audio*Source: Unicast data, 2006
Avg
. C
hang
e %
Online Video ads are 2 to 3 times more effective over traditional banner ads.
Ubiquity of Video Usage
Internet TV/VOD Virtual 3D Community Online game Advertorial, Infomercial, Edutainment Education/Training PR (Company news) Online Video ad (Preroll & Rich media) Viral intended video content (You Tube) UCC
Kleenex
Video content to attract visitors attention and participation
Editorial video content to support and influence purchasing decisions.
Good Housekeeping
Buynow.com
Editorial contents are provided by both marketers and consumers
Roo.com
Supply video contents to keep your site engaging
Mc Donald – UCC
Brands are being redefined by consumers
LG USA.com
Entertainment contents are integrated to product info site
Surge of Online Video Ad Spending
Marketer’s concerns
Video contents are not Search friendly Down loadable video content can open high
risk of negative content meshing activities Getting viewer attention is getting harder Quality and Quantity of video
Marketer’s options
Marketer must continue to create content professionally to deliver your brand story Unlike info heavy text media, video media
could touch hearts and souls of audiences creating inspiration for brand
Marketer must utilize voice of consumer UCC is double edged sword, It can be a hit or
worst nightmare for brand. Creating participation of loyal customers will mitigate negative impact
so what’s next?
*Source: 2007 IDC
Convergence of Phone, TV, Internet and wireless service will eventually offer new form of communication and entertainment platform to marketers.
Michael Hong Marketing Consulting
Michael is a Senior Marketing Management professional with exceptional skills and experience in e-Commerce Marketing. Michael has 20 years of marketing and marketing communications experience at corporations such as AT&T and LG Electronics. He is a creative marketer and a thought leader in digital marketing and multicultural marketing industry. He spoke at numerous conferences such as Internet Retailer and the eM9-Marketing Conference.
Specialties: Advertising Strategy, Planning and Execution, Digital Marketing (SEO, SEM, Social media, Word-of-Mouth), Direct Marketing, Multicultural Marketing, B-B Marketing Education: Cornell University, Ithaca, New York
B.A. 1985 School of Art, Architecture and City Planning
2 Brookstone Dr. Boonton Twps., NJ 07005 (C) 201 841 9659 njmikehong@yahoo.com
Thank You
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