Google's vision for_video-online_tuesday
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Transcript of Google's vision for_video-online_tuesday
the video opportunity
Google Confidential and Proprietary
do any of these describe you?
“I have video content but no audience”
“I have video content and viewers, but no way to monetise it”
“I make money from video but want to optimize my advertising”
“I want to offer video across mobile devices”
“I love video”
Google Confidential and Proprietary
how we watch is changing
• limited programming • mass appeal content • passive audience • one way experience
1950 – 1980 TV
BROADCASTING
• 500 channels • targeted content • selective audience • two-way experience
1980 – 2002 Cable TV
• unlimited channels • unlimited, niche content • engaged audience • multi-way experience
00 and beyond Digital video
MICROCASTING
people are changing
Google Confidential and Proprietary
"It's interesting to think of what the definition of a TV is,” said Comcast's Strauss
“I have a video sales team… but want to optimize my advertising”
“People don’t think of TV anymore, they just think of video.”
"My kids think an iPad is a TV!”
content is changing
Google Confidential and Proprietary
the line between advertising and content is blurring
ads need to entertain, and enhance content
video is primetime
+30% increase in online video viewership from 6-9pm
online video watching shifting to primetime
Google Confidential and Proprietary
Source: Yahoo! Online Video Watching Study, June 2011. Yahoo! Insights, Phase 2 of Video
Primetime content is moving online
Are you ready? Video is exploding
video: opportunity & challenge
32% of time spent online, 500%+ growth online video spend
online video comprises nearly
eMarketer Nov 2011, 2011-2015 growth
the opportunity is BIG
challenge: fragmentation
Today users have access to content on their schedule and can access in many ways and places.
Consumer behaviour has changed and fragmented Google Confidential and Proprietary
challenge: the pace of evolution
Google Confidential and Proprietary
Advertising has evolved dramatically since the first text and display banners
• Advertising models (cpm, cpv, cpa) and formats (pre- & post-roll, overlay) have evolved
• Buyers are experimenting with immersive rich media and video takeovers
Formats and Platforms
Pre-roll completion rates
82% completion rate
15 seconds 71%
completion rate
30 seconds
Experiments with new formats
Skippable User Choice Interactive / Social
there’s a perfect (video) ad for everyone
Google Confidential and Proprietary
Source: Google internal data, April 2011 Google video network partners and owned and operated properties
TrueView: Give Viewers Choice
TrueView – Asos
TrueView - Durex Vinyl
I saw this as an add on a video then came here to watch this video again :s widesentertainment The first time EVER I have elected not to‘SKIP THIS AD’ on YouTube. Gratz Durex, lets get it on joysticky83 First time I’ve even not skipped the add. First time I’ve ever deliberately tried to find an add. Well played Durex JakeMDavey haha first time i actually chose not to‘skip this ad’ and then came back to listen again :$ :) AlitaPalliee96
Google Confidential and Proprietary
Mobile Browser
Desktop Browser
Mobile Applications
Invest in a Mobile Video Experience
thank you