The State of Online Video and its impact on The State of Online Video and its impact on Your Consumers in 2010 and beyondYour Consumers in 2010 and beyond
Glen CarusoDirector of Advertising SalesTremor Media404 788 [email protected]
April 18, 2023
A Presentation for the Triangle Interactive Marketing Association
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Who is Glen Caruso?Who is Glen Caruso?
- J. Walter Thompson/NY-Turner Broadcasting – TBS, TNT, SportSouth
- The Weather Channel and The Travel Channel- Weather.com
- Yahoo!- Disney Internet Group
- AOL / Time Warner- MSN/Microsoft
- TACODA behavioral Network- Tremor Media online video and rich media network
- Exasperating husband- Father of 4 girls
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Who is Tremor Media?Who is Tremor Media?
Tremor Media Achieves Top Spot in Premium Video
Views according to comScore
New York, NY -- May 13, 2009 – Tremor Media, the leading online video
advertising network and provider of the Acudeo video monetization platform,
today announced it has reached the highest ranking in terms of premium
video views, as well as the number two spot in total video viewers according
to comScore’s March Video Metrix Ad Focus report. With 137M unique
Internet users and 57MM unique video viewers in its network, Tremor Media
is second only to YouTube in reaching video audiences online and is ranked
first in delivering scale against premium, non-UGC content.
“Video is one the few digital segments that continues to accelerate in growth, and Tremor Media is one of the leaders in the space in terms of offering enough scale within the premium content
that brand advertisers prefer. As video advertising catches up to online video viewers, Tremor is primed for success due to their continuous increase in reach among premium content
providers.”
-- Deidra Bodkin, VP, Group Media Director and US Ideas Director at ZenithOptimedia.
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The Shift from TV to Online Video Spending Has BegunThe Shift from TV to Online Video Spending Has Begun
CMOs Continue to Consider Reining in TV Spending – 1/26/09
“Realtor Century 21… planning to funnel all the cash that it used to spend on TV advertising onto the web…Red Robin Gourmet Burgers is also completely cutting out TV in its 2009 media mix.”
TV Marketers Pull Back Upfront Buys: What Happens Next – 2/8/09
“At Walt Disney’s ABC, upfront orders are “coming in slightly lower than what you otherwise might have expected… seeing a little more holdback in consumer goods and, to a lesser extent, pharmaceuticals, with some strength in some other categories…Some major marketers, led by P&G, have cut their upfront buys by the contractual maximum of 50%, network executives said.”
OTC Drugs Head Online – 3/6/09
“… as TV becomes less and less effective in terms of getting people to go to the store and buy a product, targeted direct marketing is going to be increasing its share within our clients’ budgets.” Examples highlighted: Tylenol, Claritin and Alli
Reckitt-Benckiser to Shift $20 Million to Web From TV – 3/30/09“…company plans to shift an estimated $20 million in TV ad dollars to the web for more than 15 of its brands, including Lysol, Air Wick, Mucinex, Finish and Clearasil.”
DVR Use Makes Broadband Ads Better for Broadcasters – 4/13/09“…nearly 60% of the targeted viewers are watching via DVR, and that of this group maybe only 10% watch any ads at all. … only half or so of the intended audience actually see the ads … an advertiser is effectively paying 2x the CPM it thought it was. Broadband video ads, which can’t be skipped, have better targeting and more interactivity, start looking better and better.”
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Marketers want video for greater branding power
Consumers find video more compelling than display ads
Publishers want videos for greater revenue potential
Online Video Advertising Spending is Projected to Online Video Advertising Spending is Projected to Reach $5.8 Billion by 2013Reach $5.8 Billion by 2013
Premium ContentPremium Content Increased AudienceIncreased Audience
Greater Ad Potential
Greater Ad Potential
Innovative Ad Formats
Innovative Ad Formats
Increased RevenuesIncreased Revenues Premium ContentPremium Content
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Online Video Reaching a Critical MassOnline Video Reaching a Critical Mass
Source: Frank M. Magid Study: Magid Media Futures™ 2009: Opportunities In Online Video
77% of the internet audience is watching online video and 43% of Internet Users watch online video weekly
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Projected Growth of Online Video ViewershipProjected Growth of Online Video Viewership
Source: eMarketer, November 2008
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Online Video provides Scale against key demographicsOnline Video provides Scale against key demographics
Men 18-49Men 18-49
Sources: comScore Video Metrix June 09.**Graphs not to scale**
Men 18-34Men 18-34
CBS Sports
MSNBC Yahoo! Sports
ESPN BBE Tremor Media
218
2,4702,614
2,698
13,079
14,244
Moms 18-49Moms 18-49Women 18-34Women 18-34
Unique Visitors (000) Unique Visitors (i000)
Unique Visitors (000) Unique Visitors (i000)
CBS Sports
ESPN Yahoo! Sports
MSNBC BBE Tremor Media
540
4,2694,614
5,590
22,235
23,993
WebMD iVillage AOL Yahoo! BBE Tremor Media
347625
4,259
8,424
10,379
12,076
WebMD iVillage AOL Yahoo! BBE Tremor Media
289575
3,389
7,316
9,475
10,897
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Video Platform Agnostic – What is TV Planning Anymore?Video Platform Agnostic – What is TV Planning Anymore?
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TV and Online Video ConvergingTV and Online Video Converging
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Television and Online Video RelationshipTelevision and Online Video Relationship
• Online video is a complement to a television buy offering additional reach
• An inverse relationship exists between TV viewing and online video viewing as the population groups get older
• Users aged 18-34 watch twice as much online video and about 71% as much television per month as users aged 35+
Source: Nielsen A2/M2 Three Screen Report Q4 2008
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The Power of Combining TV with Online Video The Power of Combining TV with Online Video
Sight, sound and motion
Reach and scale
Targeting: Contextual, day-part, geo
Purchase metric: CPM & GRPs
Measurement: Nielsen (comScore)
Verification: Logs/server data
Similarities to TV
Incremental reach
More highly targeted
Direct response enabled: click-through on video
Real time optimization of ad placement and creative
Measurement
Interactivity and Engagement
Enhancements vs. TV
Clearer connection to ROI
+
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Online Video is Expanding to Traditional TV SetsOnline Video is Expanding to Traditional TV Sets
Recent Headlines from CES and Hollywood:
• Netflix strikes a deal to stream movies on new Vizio and LGs by embedding its service directly into the hardware.
– This is in addition to web to TV streaming of movie and TV content from Netflix and Amazon already available thru Roku.
• MySpace expands to TV sets
– Launching a widget that will allow MySpacers to use the ordinary remote control to interact with friends while watching TV. Embedded into Toshiba and other TVs.
• Yahoo Back in the Video Game
– Yahoo also recently announced they’re getting back into the video game, launching new online video content in conjunction with TV widgets.
• Broadband to TV trend is between web-to- TV service Boxee and Hulu
• “In The Motherhood” online webisodes move to ABC TV primetime! Page 14
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Online Video Yields Higher Lifts in Brand MetricsOnline Video Yields Higher Lifts in Brand Metrics
Source: Dynamic Logic MarketNorms: data through Q408
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The Digital Video LandscapeThe Digital Video Landscape
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The Digital Video Landscape The Digital Video Landscape
Multi-ChannelsMulti-Channels
PortalsPortals
Video Ad Video Ad NetworksNetworks
Emerging Emerging DestinationsDestinations
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Premium Content Examples – Broadcast & Web-OnlyPremium Content Examples – Broadcast & Web-Only
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Premium Publishers with Online Video Content…Premium Publishers with Online Video Content…
Sites monitored bySites monitored by
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Innovative Online Video Ad Formats Happening NOW!Innovative Online Video Ad Formats Happening NOW!
Branded Entertainment
* Currently in development
vChoice Campaign Showcase
Brand Awareness
Video In Banner
Traffic Driving
vChoiceLongform Showcase
Brand Engagement
vChoice Storytelling
Rich Media Banner
Video In BannerPre-Roll Click-Through Driving Pre-Roll
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Branded Entertainment – Sample ProgramsBranded Entertainment – Sample Programs
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Socially Awkward Guy
Keep It Simple
* Tremor Media Exclusive
*
*
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Greater engagement Greater engagement / time spent/ time spent
Greater engagement Greater engagement / time spent/ time spent
Greater creative Greater creative flexibility & non-flexibility & non-
linear storytellinglinear storytelling
Greater creative Greater creative flexibility & non-flexibility & non-
linear storytellinglinear storytelling
Multiple, non-linear Multiple, non-linear videos in well-lit videos in well-lit
player environmentplayer environment
Multiple, non-linear Multiple, non-linear videos in well-lit videos in well-lit
player environmentplayer environment
…and offers advertisers a range of unique capabilities and benefits
BRAND NEW: BRAND NEW: vChoice -- vChoice -- The User-Driven In-Stream AdThe User-Driven In-Stream Ad
Supports longer Supports longer form video where form video where
previously not previously not possiblepossible
Supports longer Supports longer form video where form video where
previously not previously not possiblepossible
Enhanced tracking Enhanced tracking and reportingand reporting
Enhanced tracking Enhanced tracking and reportingand reporting
Choice and control Choice and control for a better, more for a better, more invitational user invitational user
experienceexperience
Choice and control Choice and control for a better, more for a better, more invitational user invitational user
experienceexperience
Teaser Video Menu Button
Skip Button
Video Selects Skip Button
“We were blown away by the lift in engagement metrics and click through these new formats delivered.”
-Dave Martin,VP of Digital Media, Ignited
vChoice puts the viewer in control…
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The vChoice Family The vChoice Family Solutions-Focused Ad FormatsSolutions-Focused Ad Formats
Campaign ShowcaseIdeal for showcasing
multiple ads for the same campaign
Longform ShowcaseIdeal for branded
entertainment or long form videos that live on the advertiser’s web site.
Product ShowcaseIdeal for showcasing
product demos, tutorials, or multiple products ads in a
single unit
vChoice Showcase UnitsvChoice Showcase Units
Linear, episodic and serialized
User decides how many episodes they view
Non-linear, with alternate story paths
User decides how the story unfolds
vChoice Storytelling UnitsvChoice Storytelling Units
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Performance: Industry-Leading Metrics & ResultsPerformance: Industry-Leading Metrics & Results
5.31%5.31% 87%87%
3.85%3.85% 84%84%
1.96%1.96% 88%88%
1.08%1.08% 72%72%
vChoice results include significant upside in engagement / time spent. vChoice results include significant upside in engagement / time spent.
Industry Click-Through Rate Completion Rate
Entertainment
CPG
Gaming
Telecommunications
Video Select Rate
2.07%2.07%
1.48%1.48%
0.88%0.88%
0.20%0.20%
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Research, Insights, and Report Types available with Research, Insights, and Report Types available with Online Video partnershipsOnline Video partnerships
Advanced Campaign Performance Metrics
Post Buy Demographics
Branding Impact
Behavioral Impact
Delivery Metrics & Basic Performance
Metrics
• Client log-in provided for real-time video campaign data• Multiple research and reporting options based on campaign parameters
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New Research Studies being Developed for Online VideoNew Research Studies being Developed for Online Video
GRPs & ROI for Online Video vs. TV
Online Video Branding Effectiveness
Online Video in the Marketing Mix
• Real Time Demographic Targeting/TV & Online CPM Comparison
• Nielsen NetEffects- measures impact of an online campaign with Tremor Media on offline sales for CPG clients – clearer connection to ROI
• Traditional Brand Awareness (DL)
• Deeper Dive (Comscore)
• Proprietary (HomeScan)
• Effort Driven by the IAB
• Supported by Members & Marketers
• Similar to original MIXX studies for online advertising
Thank You
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Current Trends in Online VideoCurrent Trends in Online Video
Streaming video growth over the past yearStreaming video growth over the past year
Monthly unique video viewers are up 11.5% from February 2008
Number of videos viewed are up 63%
Users watch 110 online videos per month at almost 7 hours
Online Video ViewershipOnline Video Viewership
Males 18-34 watch 125 videos for a total of almost 8 hours each month
Females 35-54 have the highest growth rate over last year watching 48% more videos for more than double the amount of time
Content being watchedContent being watched
News (53% of adult users)
Full length television shows, movies, sporting events (44%)
Comedy videos (43%)
Online video ads impact brandingOnline video ads impact branding
55% lift in online awareness compared to standard units29% lift in message association compared to standard unitsModest lifts in brand awareness, brand favorability, and purchase intent
Sources: comScore Video Metrix May 09; MarketNorms Data through Q308; eMarketer study: Video Content: Harnessing a Mass Audience, Nov 08
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