Mobile Media Ministry Training 11- Mobile Video Recording & Interview/Talking Head Video Production
MOBILE VIDEO GAGA - IAB · 2017-01-25 · HEAD OF MARKET STRATEGY TREMOR VIDEO MOBILE VIDEO GAGA...
Transcript of MOBILE VIDEO GAGA - IAB · 2017-01-25 · HEAD OF MARKET STRATEGY TREMOR VIDEO MOBILE VIDEO GAGA...
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#mobilegaga
DORON WESLY HEAD OF MARKET STRATEGY TREMOR VIDEO
MOBILE VIDEO GAGA RIGHT TIME. ANY PLACE.
#mobilegaga
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2012 MOBILE WASN’T JUST MOBILE ANYMORE
#mobilegaga
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52% viewing mobile video at home
40% watch mobile video in primetime
Source: “Mobile Isn’t Just Mobile Anymore,” Tremor Video and Frank N. Magid Associates, 2012
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People watch 13 hours of video per week on tablets and smartphones
From early adopters to mainstream
Source: “Mobile Isn’t Just Mobile Anymore,” Tremor Video and Frank N. Magid Associates, 2012
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42% watch 5+ hrs. of TV per day, mobile video watchers watch more TV
Cable cutting a real threat 8% of mobile/CTV viewers will cancel
Source: “Mobile Isn’t Just Mobile Anymore,” Tremor Video and Frank N. Magid Associates, 2012
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Most watch 5 hrs. of video p/w on smartphone: 2.8 hrs. short-form
Most watch 8 hrs. of video on their tablets: 2X more long-form than on smart phones
Source: “Mobile Isn’t Just Mobile Anymore,” Tremor Video and Frank N. Magid Associates, 2012
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74% want mobile video free (thus ad-supported, Radio Gaga/Queen)
Video quality/experience same across TV/PC/Tablet/CTV, smartphone trailing (bandwith)
Source: “Mobile Isn’t Just Mobile Anymore,” Tremor Video and Frank N. Magid Associates, 2012
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Quality of ads: Tablet leads, phone less than ideal, TV/PC/CTV medium
WE WENT GLOBAL VIDEO LIVES: GLOBAL ETHNOGRAPHY IMPORTANCE USAGE ETIQUETTE #BIGSISTER
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IMPORTANCE USAGE
SOCIAL ETIQUETTE
#BIGSISTER
#mobilegaga
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IMPORTANCE USAGE
SOCIAL ETIQUETTE
#BIGSISTER
#mobilegaga
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IMPORTANCE USAGE
SOCIAL ETIQUETTE #BIGSISTER
#mobilegaga
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IMPORTANCE USAGE
SOCIAL ETIQUETTE #BIGSISTER
#mobilegaga
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#mobilegaga
AMSTERDAM
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#mobilegaga
AMSTERDAM
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#mobilegaga
AMSTERDAM
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#mobilegaga
AMSTERDAM
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#mobilegaga
SEOUL
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#mobilegaga
SEOUL
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#mobilegaga
SEOUL
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#mobilegaga
CHICAGO
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#mobilegaga
LOS ANGELES
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#mobilegaga
LOS ANGELES
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#mobilegaga
London
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0 2 4 6 8 10 12 2 4 6 8 10 12 PM
150%
100%
50%
-50%
-100%
AM
PRIMETIME USAGE + TV BREAKS
#mobilegaga
Source: Tremor Video internal data, March-April 2013; Kantar Media Stradegy, March-April 2013
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0 2 4 6 8 10 12 2 4 6 8 10 12 PM
150%
100%
50%
-50%
-100%
AM
20%
40%
60%
80%
100%
120%
140%
180%
8 9 10 0 12 24 36 48 0 12 24 36 48 0 12 24 36 48
PM
160%
TV ADS ON AIR MOBILE AD CALLS (% GREATER THAN AVG)
MONDAY, 3.4.13 #mobilegaga
Source: Tremor Video internal data, March-April 2013; Kantar Media Stradegy, March-April 2013
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20%
40%
60%
80%
100%
120%
140%
160%
8 9 10
0 12 24 36 48 0 12 24 36 48 0 12 24 36 48
PM
MONDAY, 4.15.13 #mobilegaga
Source: Tremor Video internal data, March-April 2013; Kantar Media Stradegy, March-April 2013
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20%
40%
60%
800%
100%
120%
140%
8 9 10
0 10 20 30 40 50 0 10 20 30 40 50 0 10 20 30 40 50
PM
FRIDAY, 4.19.13 #mobilegaga
Source: Tremor Video internal data, March-April 2013; Kantar Media Stradegy, March-April 2013
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POPULATION WITH 4+ SCREENS
Source: Magid Video Entertainment Study, 2013
#mobilegaga
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WHEN IT COMES TO…
SHOPPING BRAND CONNECTION ENTERTAINMENT
20%
40%
#mobilegaga
Source: Frank N. Magid Associates, n=1,363, June 2014 What is your primary medium for entertainment/shopping and researching products? Which medium is the best way for you to discover products and brands?
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SURVIVAL + ESCAPE
#mobilegaga
Source: Magid Mobile Study, n=1,837 (phone), 1,301 (tablet), 2013 About how often do you use your smartphone/tablet? In a typical week, what percentage of time do you spend using your smartphone/tablet in the following locations?
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SURVIVAL + ESCAPE
#mobilegaga
Source: Magid Mobile Study, n=1,837 (phone), 1,301 (tablet), 2013 About how often do you use your smartphone/tablet? In a typical week, what percentage of time do you spend using your smartphone/tablet in the following locations?
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SURVIVAL + ESCAPE
42% on the go 76% at home
#mobilegaga
Source: Frank N. Magid Associates, n=1,154 (phone), 833 (tablet), June 2014 What percentage of videos you watch on a smartphone are watched in home versus out-of-home? What percentage of videos you watch on a tablet are watched in home versus out-of-home?
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Source: Frank N. Magid Associates, n=1,455, June 2014
#mobilegaga
MULTI-TASKING?
40% of TV viewing is background noise
55% of the time, people are using other devices while watching TV
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Source: Frank N. Magid Associates, n=1,455, June 2014
#mobilegaga
MULTI-TASKING?
40% of TV viewing is background noise
55% of the time, people are using other devices while watching TV
MULTI-SWITCHING
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Source: Frank N. Magid Associates, n=1,363, June 2014
#mobilegaga
MULTI-SWITCHING MULTI-TASKING?
57% of people constantly switch between devices at any given time
59% constantly switch between multiple tabs and apps
62% constantly switch between multiple tabs and apps
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50%
MORE OR LESS RESEARCH?
42%
38%
36%
Source: Frank N. Magid Associates, n=1,363, June 2014 Thinking about the amount of video available on mobile (smartphone/tablet) devices, are you _____, compared to 5 years ago?
#mobilegaga
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#mobilegaga
Source: Frank N. Magid Associates, n=1,363, June 2014 Thinking about the amount of video available on mobile (smartphone/tablet) devices, are you _____, compared to 5 years ago?
MORE OR LESS RESEARCH? 50%
42%
38%
36%
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41%
BRAND CONSUMPTION
41%
41%
Source: Frank N. Magid Associates, n=1,363, June 2014 How much do you personally agree or disagree with each of the following statements about your usage on mobile (smartphone/tablet)?
#mobilegaga
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Source: Frank N. Magid Associates, n=664, June 2014 Which of the following video ad types on your mobile device (smartphone/tablet) is most effective at getting your attention?
#mobilegaga
WHAT CONSUMERS WANT
An ad less than 10 seconds with op@on to con@nue watching
Ads with social media sharing capability
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GETTING SATISFACTION
68 59 53
57 60 55 57 54 51 46 45 49
HALF ARE SATISFIED WITH VIDEO AD QUALITY
8.9% difference
Source: Frank N. Magid Associates, n=1,154 (phone), 833 (tablet), June 2014 How satisfied are you with the quality of ads when watching online video on a smartphone/tablet?
#mobilegaga
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Source: Frank N. Magid Associates, n=1,154 (phone), 833 (tablet), June 2014 How satisfied are you with the quality of ads when watching online video on a smartphone/tablet?
#mobilegaga
GETTING SATISFACTION
68 59 53
57 60 55 57 54 51 46 45 49
8.9% difference
HALF ARE SATISFIED WITH VIDEO AD QUALITY WHAT ABOUT THE OTHER HALF?
20%
60%
40%
Source: Frank N. Magid Associates, n=1,154 (phone), 833 (tablet), June 2014 Why are you not satisfied with the quality of ads when watching videos on smartphone/tablet?
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6.6 3.3 LONG | 3.3 SHORT
6.3 11.1 6.6 LONG | 4.5 SHORT
10.2 5 LONG | 5.2 SHORT
2.6 LONG
TIME SPENT
3.7 SHORT 28.7
#mobilegaga
Source: Frank N. Magid Associates A18-54 U.S. n= 1,500, June 2014
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FREQUENCY MATTERS BENCHMARKS
SIGNAL SEGMENTS SIGNAL SEGMENTS SIGNAL SEGMENTS Publisher NA Publisher NA Publisher NA
Frequency 3 Frequency 11 Time of Day 2 a.m. 6 p.m.
OS Type iOS Android
OS Type iOS Android
Geo Hawaii Texas California
Time of Day 2 p.m. Midnight
Time of Day 2 a.m. OS Type Mac OS (iPad) iOS
Day of Week Monday Day of Week Sunday Frequency 11
Geo Oregon Tennessee California
Geo Connecticut Nevada Hawaii
Day of Week Wednesday
MOBILE + TABLET
CTR ENGAGEMENT COMPLETION
Source: VideoHub platform data, Tremor Video mobile campaigns, Q1 2012-Q1 2013
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SIGNAL SEGMENTS SIGNAL SEGMENTS SIGNAL SEGMENTS Frequency 3 Publisher NA
Publisher NA
Publisher NA
Frequency 1 Time of Day 7 p.m.
OS Type Android iOS
OS Type iOS Android
OS Type iOS Android
Day of Week Sunday
Geo California New York
Geo California New York
Time of Day Midnight 6 a.m.
Day of Week Wednesday
Day of Week Thursday
Geo Ohio Florida
Time of Day 1 a.m.
Frequency 11
TABLET ONLY
CTR ENGAGEMENT COMPLETION
FREQUENCY MATTERS BENCHMARKS
Source: VideoHub platform data, Tremor Video mobile campaigns, Q1 2012-Q1 2013
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IMPORTANT: Can't live without it USAGE: Extension of our brain; our TV, our book, our
stereo, our computer, our newspaper ETIQUETTE: New social rules are being formed BIG SISTER: Advise and guide WHERE: At home over half of the time WHEN: 40% consumed during primetime, especially during
TV breaks, peak @ 9:33 p.m. WHAT DRIVES PERFORMANCE: COMPLETION: Publisher and Time of Day CTR & ENGAGEMENT: Publisher and Frequency
#mobilegaga
KEEP IN MIND: