Uploaded byAmit Seth
Nielsen-Simulmedia Webinar - Future of Video Advertising
The document discusses the future of video advertising across platforms. It notes that while TV still dominates viewing time, digital video and mobile streaming are growing rapidly. Industry leaders acknowledge that platforms remain siloed and want more cross-platform measurement, audience targeting, and insights tying spending to sales. Moving forward, the convergence of TV and digital video advertising is expected to continue, though challenges around infrastructure, technology, and buying/selling structures remain. Full convergence may take 7-10 years to achieve.
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Nielsen-Simulmedia Webinar - Future of Video Advertising
- 1. YOUR MUST-‐KNOW LIST ABOUT THE FUTURE OF VIDEO ADVERTISING AMIT SETH EVP, GLOBAL MEDIA PRODUCTS NIELSEN OCTOBER 2013 DAVE MORGAN CEO AND FOUNDER SIMULMEDIA #videoads
- 2. THE COMING CHALLENGES AND OPPORTUNITIES TV THOUGHT LEADERS DIGITAL THOUGH LEADERS Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. CANDID CONVERSATIONS AROUND THE FUTURE OF VIDEO ADVERTISING WHAT WILL THE POTENTIAL REVOLUTION AND EVOLUTION OF THE CROSS-‐SCREEN VIDEO MARKETPLACE LOOK LIKE IN THE COMING YEARS? 2
- 3. WHAT WE HEARD Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. TV THOUGHT LEADERS DIGITAL THOUGH LEADERS TV isn’t going away any <me soon, but we also need to engage digital audiences Each plaGorm is s<ll too silo’ed 3
- 4. Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. VIDEO IS BECOMING EVEN MORE ACCESSIBLE TV’s have been in US homes since the 1950s and today, 283 million Americans spend more than 34 hours per person watching TV each week. 3/4ths of American households have affordable, high-‐speed Internet access Since 2010, the number of users streaming video through mobile phones has more than doubled, from 20 million each month in Q1 2010 to 45 million in Q1 2013. Nielsen Cross-‐PlaUorm Report, Q1 2013. 4
- 5. WHERE DO YOU FIT? Poll QuesRon What part of the industry do you work in? Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. A) AdverRser/brand B) Agency C) TV Network D) Online Publisher/Ad Network 5
- 6. Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. VIDEO AD MARKET EXPANDING, BUT SEPARATE Global video ad spend in 2012 was a 4.3% increase over the previous year. $350 billion , BUYING AND SELLING PROCESS TV Trust TradiRonal Nielsen Global AdView Pulse DIGITAL ProgrammaRc 6
- 7. Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. MORE DATA, MORE AUDIENCE GRANULARITY DATA-‐ DRIVEN AUDIENCE-‐BASED 7
- 8. Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. INDUSTRY WANTS END-‐TO-‐END MEASUREMENT REACH Who did my program or ad reach? RESONANCE How did it change aitudes? REACTION How did it change behavior? 8
- 9. Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. COMMON MEDIA METRICS USED TODAY ONLINE Impressions Visitors Unique Visitors (Unduplicated Reach) Brand LiP TV Impressions (GRPs) Cost-‐per-‐click Cost-‐per-‐acquisi<on SALES 9
- 10. ONLINE TV Impressions (GRPs) REACH Impressions End-‐to-‐End Measurement Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. ADDITION OF GRANULAR AND CROSS-‐ PLATFORM METRICS TIED TO SALES Visitors Viewers Reached Unique Visitors (Unduplicated Reach) Brand LiP RESONANCE Unique Viewers Reached Brand LiP REACTION Cost-‐per-‐click Purchase Data and Behavioral Targe<ng Cost-‐per-‐acquisi<on Customer Data SALES Cross-‐PlaGorm Metrics 10
- 11. WHAT ARE THE RESULTS OF MY CAMPAIGN? Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. INDUSTRY ASK: IMPLICATION: More robust feedback loop Placements more accurately idenRfied, valued, and leveraged —and done so in real-‐Rme 11
- 12. WHAT DO YOU NEED? Poll QuesRon What metrics are MOST important to you to get in real-‐Rme today? Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. A) Reach and Frequency B) Resonance Metrics C) ReacRon Metrics 12
- 13. CONVERGENCE ACROSS SCREENS 2013 TV 2016 Digital Video TV 2020 Digital Video TV Digital Video $6B Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. $69B LITTLE CROSS-‐CHANNEL BUYING COORDINATION. NO INTEGRATION $75B $16B SOME CROSS-‐CHANNEL COORDINATION & INTEGRATION $33B $83B FULL CROSS-‐CHANNEL COORDINATION & INTEGRATION Audience-‐Based ProgrammaRc Source: MyersBizNet Media and MarkeRng Investment Data and Forecasts, 1/30/2013. 13
- 14. HOW LONG WILL IT TAKE? Poll QuesRon How many years do you think it will take to get to full convergence? Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. A) 5 Years B) 7 Years C) 10 Years D) 15 Years E) 20 or More Years 14
- 15. CONVERGENCE WILL TAKE PLACE…EVENTUALLY Obstacles exist today that are slowing this process of convergence Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. INFRASTRUCTURE TECHNOLOGY CAPABILITIES Separate buying/selling structures Separate Up Fronts/New Fronts Broadband volume Measurement technologies DATA LIMITATIONS Consistent metrics Granularity across plaUorms We must embrace video as a cross-‐plaGorm medium 15
- 16. Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. WHERE WE’RE HEADED STATE OF CONVERGENCE METRICS ECONOMY CONSIDERATIONS FOR TV AND DIGITAL 16
- 17. MODERATOR PANEL Amit Seth Dave Morgan EVP, Global Media Products Nielsen CEO and Founder Simulmedia Lauren Wiener President, Global Sales and MarkeRng Tremor Video Brian Wieser Senior Analyst Pivotal Research Group Paul Marcum Director, Global Digital MarkeRng & Programming GE
- 18. Copyright ©2013 The Nielsen Company. ConfidenRal and proprietary. ADDITIONAL INFORMATION • LEARN MORE as Nielsen and the ANA discuss the results of our recent industry survey on mul<-‐screen adver<sing effec<veness: • Webcast: Op<mizing integrated mul<-‐screen campaigns • Date: Thursday, November 21 • Time: 10:00 am -‐ 11:00 pm Pacific / 1:00 pm -‐ 2:00 pm Eastern • Register: hdp://<nyurl.com/Nielsenmul<-‐screen #videoads 18