quality short form video and advertising through to 2015

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QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015 #yshortcast

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QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015. #yshortcast. what is shortcast?. is about quality is the commercial advertising opportunity in a world of short form video proliferation and consumption - PowerPoint PPT Presentation

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Page 1: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

#yshortcast

Page 2: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

what is shortcast?

• is about quality

• is the commercial advertising

opportunity in a world of short form video

proliferation and consumption

• opportunities occur when short form

video content (<5mins long) meets a minimum

level of quality to warrant being ad supported

• by ad supported we mean an ad that a consumer

must view before they can view their content

• is the futureSource: Yahoo! Shortcast research, March 2011

Page 3: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

audiovisual growth

video online

24.7m short form viewers (<5 mins)

£54m (+91%)video advertising growth

TV

+ 2hrslinear TV viewing

+16%ITV ad revenue

Source: Yahoo! Shortcast research, March 2011/IAB/ComScore/Screendigest/BARB/ITV

Page 4: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

sizing up the opportunity

77%

% video users consuming short video monthly

Source: Yahoo! Shortcast research, March 2011

Page 5: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

% of video viewers who view short form weekly

status quo

the future

Source: Yahoo! Shortcast research, March 2011

%

Page 6: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

monday 10am – checkingsport

trailers

current affairs

Source: Yahoo! Shortcast research, march 2011

Page 7: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

stumble uponinfo seek ‘how to’

bored – seek distraction

indulging in interests

keeping ‘looped in’

sent something

music listening

360O triggers

Source: Yahoo! Shortcast research, march 2011

Page 8: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

sport clip viewing

• time specific

• place specific

live is the aspiration

‘wanted to see the goals… it’s much easier and quicker than MOTD’

(male, aged 45-54)

Source: Yahoo! Shortcast research, March 2011

Page 9: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

Click here for more

interactivity needs clear benefits

I would like to be able to interact more with the online videos I watch

41% disagree41% unsure18% agree

Source: Yahoo! Shortcast research, March 2011

Page 10: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

% of people who’ve not seen ads supporting genre clips

under 10%

10-15%

16-20%

21 - 30%

Source: Yahoo! Shortcast research, March 2011

film TV soaps/drama travel

autos celeb/ents home/garden health autos fashion/beauty music documentary

sport kids TV comedy adult

science/tech news viral ugc

Page 11: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

self15%

social25%

email37%

word of mouth59%

I tell people about clipsI have seen in person

I forward links to video clips to friends, family members or

colleagues via email

I post video clips on social networking sites

I email links to short clips to myself to

watch later

social: many touch points to spread media

Source: Yahoo! Shortcast research, March 2011

Page 12: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

the blurb

full insights deck available after we come present to you at your work and get your valuable feedback

all slides and videos are nickable if you credit them as being from Yahoo!

source: Shortcast, Yahoo! March 2011

Contact Patrick Hourihan ([email protected]) or your local sales rep for more details

#yshortcast

Page 13: QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015