John Carey Presentation
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Transcript of John Carey Presentation
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Challenges and Opportunities for Online/mobile
Audience Measurement
John Carey
Center for Communications Fordham Business Schools
Issues
Engagement Diversity of contexts for consuming media Cross media behaviors Interactivity Social media
The good old days
1950s
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The socialization of the Web
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Cat
Mobile Video and Web Use
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Growth in Viewing of YouTube
0 5
10 15 20 25 30 35 40 45 50
Last month Last Week
2007 2008 2009 2010 2011 2012
Percent of All Online Consumers Who Watched YouTube...
Source: Arbitron Edison Research
On what devices are people watching online video?
0 10 20 30 40 50 60 70
Laptop/netbook
Desktop PC
Network-enabled Device with TV
Network Enabled HD-TV
iPhone
iPad
Smart Phone
Tablet
Responses of those who watch online video
Multiple devices could be checked off
Source: IDG 2011
Diversity of locations
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Amtrak train DC to New York
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Location-based services
Diversity of screen sizes and viewing distances
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Small format portable video players Over-the-Top Streaming video from the Web to the TV
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What devices are people using to connect online video to TV sets?
0 2 4 6 8 10 12 14 16 18 20
Video Game Consoles
PCs connected to TV
Connected Blu-Ray Players
Connected Smart TVs
OTT Set-Top Boxes
(Millions of households)
Multiple devices could be checked off
Source: Forrester Research 2011
Diversity of image quality
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Older mobile phones have poorer quality images Video does not display
well on a Blackberry
‘Holding’ small devices
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Group viewing
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Mobile Phones and Children
Smartphone Ownership By Age
54
66 64 54
41
27
0
20
40
60
80
100
12-17 18-24 25-34 35-44 45-54 55-64
Source: Arbitron Edison Research 2012
Age
Percent in Age Group Who Own a Smartphone
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Two-screen TV
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Syrian militia at a house in Aleppa, Syria New York Times
Sync to Broadcast
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Three, four, five-screen TV
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Interactivity: Interactive Commercials
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Social media: degrees and types of engagement
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Viewers can comment about a game they are watching
Sports Channel Coca Cola
Viewers click through and learn the ‘secret’ of Coke in a fun game
Skittles
Viewers create ad campaign for Skittles
Southwest Air
Viewers create videos about the product and can win prizes
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Interactions between social media and traditional media
Oprah builds shows around viewer tweets
Own TV Network
Some shows display selected tweets on the screen for all to see
Almost Every Day 44% Regularly, but not Daily 16 Sometimes 13 Rarely or Never 17 What’s Twitter? 11
Indirect Exposure To Tweets How often do you hear about tweets through media such as TV, radio, newspapers or websites other than Twitter?
Source: Arbitron Edison Research 2012
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Viral videos that are played on news programs
Measurement alternatives
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Source: Consumer Reports
Discussion