dave morgan ceo/founder simulmedia
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THE DATA-DRIVEN FUTURE OF VIDEO ADVERTISING. Dave Morgan CEO/Founder Simulmedia. Dave Hohman EVP, Agency Solutions Nielsen. LACK OF TV MEASUREMENT. ONLINE HAS FULL FUNNEL METRICS. IMPRESSIONS VISITORS UNIQUE VISITORS (UNDUPLICATED REACH) COST-PER-CLICK COST-PER-ACQUISITION. - PowerPoint PPT PresentationTRANSCRIPT
Dave Morgan
CEO/FounderSimulmedia
THE DATA-DRIVENFUTURE OFVIDEOADVERTISING
Dave Hohman
EVP, Agency SolutionsNielsen
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LACK OF TV MEASUREMENTONLINE HAS FULL FUNNEL METRICS
IMPRESSIONS
VISITORS
UNIQUE VISITORS(UNDUPLICATED REACH)
COST-PER-CLICK
COST-PER-ACQUISITION
IMPRESSIONS(GRPS)
SALES
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$6B
$69B $75B$16B
CONVERGENCETV / ONLINE-VIDEO | AUDIENCE / PROGRAMMATIC
Source: MyersBizNet Media and Marketing Investment Data and Forecasts, 1/30/2013.
2013
FULL CROSS-CHANNEL COORDINATION & INTEGRATION
2020
SOME CROSS-CHANNEL COORDINATION & INTEGRATION
$83B
$33B
TVDigital Video
Digital Video
TV TVDigital Video
LITTLE CROSS-CHANNEL BUYING COORDINATION. NO INTEGRATION
Audience-Based
Programmatic
2016
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STORY OF TV FRAGMENTATION
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commerical measures.
35%OF VIEWERSHIP ON TV PROGRAMS HASA RATING OF
0.5+
65%OF VIEWERSHIP ON TV PROGRAMS HASA RATING OF
<0.5
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AUDIENCE CONCENTRATIONS IN NICHES
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commerical measures.
OF VIEWERSHIP ON TV PROGRAMS HASA RATING OF
0.5+
OF VIEWERSHIP ON TV PROGRAMS HASA RATING OF
<0.5BIG BOXRETAIL SHOPPERS:
10 % OF PROGRRAMSINDEX ABOVE 150
BIG BOXRETAIL SHOPPERS:
0% OF PROGRRAMSINDEX ABOVE 150
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1950’s& 1960’s
1970’s& 1980’s
1990’s - 2005
BLACK & WHITE TVFIRST SATELLITE
BROADCAST
RISE OF CABLE
TV
MORE ADVERTISER-SUPPORTED NETWORKS
VIDEO GAMES
2006 - Present
DIGITAL AND INTERNET
REVOLUTION
DVD DVR VOD
SMART-PHONES
HDTV TABLETS OVER-THE-TOP DISTRIBUTION
SMART TV WITH SOCIAL
CAPABILITIES
APP DRIVEN DIGITAL WORLD
Accelerating change in our futureCHANGES IN THE MEDIA LANDSCAPE
VCR
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Source: The Nielsen Cross-Platform Report Quarter 2 2014, NPOWER HHLD, Mobile Insights P13+, Custom Data Smart TV and Multimedia Device, May 2014 and May 2013 YOY
MORE CHOICES BEING DRIVEN BY TECHNOLOGY% diff YOY
+6%
-2%
+1% +1%
+2%
+14% +54%
+90%
NA
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AN EXPANDED VIEW OF MEDIA CONSUMPTION
Source: The Nielsen Cross-Platform Report Quarter 2 2014; Exhibit 1
Q2 2012
Q2 2013
Q2 2014
4:45
4:48
4:36
0:25
0:27
0:31
0:09
0:09
0:09
0:09
0:09
0:11
1:03
1:01
1:07
0:48
1:04
1:25
2:52
2:48
2:45 0.00208333333333333
Live TV Watching Time-shifted TV Using DVD/Blu-Ray Device
Using a Game Console Using Internet on a Computer Using a Smartphone
Listening to AM/FM Radio Using a Multimedia Device
Average time spent per Adult 18+ per day
Media choice drives consumer choice
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ENABLED SMART TV ALMOST DOUBLED FROM PRIOR YEAR
Source: Nielsen Custom Data HHLD
August 2013
No Smart TV; 85%
Smart TV and
en-abled;
7%
Smart TV and not enabled; 9%
15%
Smart TV Penetration
No Smart TV; 79%
Smart TV and
en-abled; 13%
Smart TV and not enabled; 9%
21%
August 2014
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72%
4%
13%
3%5%2%
Live TV (excluding AOT) AOT Timeshifting DVD Game Console Multimedia Device
LESS LIVE TV AMONG ENABLED SMART TV USERS, MORE AOT AND DEVICE CONTRIBUTION
Source: Nielsen Custom Study, HHLD, Prime, Percentage share of included sources, Live TV is based on all station minutes contributing to PUT, August 2014
Enabled Smart TV Not Enabled Smart TV No Smart TV
66%7%
13%
3%6% 4%
77%
4%
10%3%
5%1%
Live TV including
AOT
74% 76% 82%
Unidentified tuning or AOT may signify that an enabled Smart TV is being used to stream content
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BY DEVICE TYPE
BY ADVERTISING MODEL
BY CONTENT TYPE
BY DELIVERY TYPE
BY USAGE
CROSS PLATFORM – DEFINING OUR UNIQUE POSITION
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COMPARABLE RATING
LIGHTING UP DIGITAL – AND COMPARING DIRECTLY TO TRADITIONAL CURRENCY
Digital AudioRatings
DIGITAL AUDIO
Digital VideoRatings
Digital DisplayRatingsDIGITAL
DISPLAY
Digital TV/C3Ratings
GOLD STANDARD
PROCESSSINGLE SOURCE
PANEL
ONE ENCODING PROCESS
BIG DATA ENABLED
MEASUREMENT
ONE CLIENT-SIDE IMPLEMENTATION
Cross Platform
TV ORIGINATED
NATIVE DIGITAL ORIGINATED
SOFTWARE METER
MRC ACCREDITEDUNIVERSAL
Thank you
@Nielsen @Simulmedia