yume + lg at dbs: debunking the myths of video advertising and connected tv
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DESCRIPTIONJoin YuMe, LG, Razorfish, and Accedo for a look at common CTV myths around scale, demographics, content, creative, and measurement. From high level insight and the latest CTV research, learn why CTV is working now, why its worth investing in, and the value of reaching consumers on the biggest screen in a low clutter environment. Speakers: Christie Hartbarger, vp, strategic alliances and field marketing, Yume Megan Tweed, vp media, Razorfish Wendell Wenjen, director, advertising and interactive TV platforms, LG David Adams, vp corporate development, Accedo
- 1. 2012 YuMe. All rights reserved. CONFIDENTIAL2 LGWendell Wenjen, Director, Advertising &Interactive TV Platforms RazorfishMegan Tweed, VP Media AccedoDavid Adams, VP Corporate Development YuMe - moderatorChristie Hartbarger VP Strategic Alliances &Field Marketing
2. 2012 YuMe. All rights reserved. CONFIDENTIALA connected TV is a TV connected to the Internet3Smart TVBlu-ray PlayerGame ConsoleSet-Top Box 3. 4Myth #1Connected TVhas no scale 4. 2012 YuMe. All rights reserved. CONFIDENTIALSource: eMarketer Jan 2013, includes households with at least one connected TV set, where at least one person of any age uses the internet through aconnected TV at least once per month.529% connected TVUS household penetration in 2013 5. 2012 YuMe. All rights reserved. CONFIDENTIAL6Source: Monetizing Apps on Connected Devices , 2012 Parks Associates 6. 7Source: Interpret & Discovery Communications The Evolution of TV Everywhere Oct 2012Myth #2Only youngmen areusing CTV 7. 2012 YuMe. All rights reserved. CONFIDENTIAL8Source: YuMe, The Who, What, Where, When , Why and How of Connected TV & Advertising, in conjunction with Frank N, Magid Associates Aug 201293%90% of other members are using the devices58%male42%femaleof connected TV users live in multi-member Households34 mean age 8. 2012 YuMe. All rights reserved. CONFIDENTIAL9 9. 10Source: Interpret & Discovery Communications The Evolution of TV Everywhere Oct 2012Myth #3On CTV: everyoneis just watchingNetflix 10. 11 11. 2012 YuMe. All rights reserved. CONFIDENTIAL12Source: YuMe, The Who, What, Where, When , Why and How of Connected TV & Advertising, in conjunction with Frank N, Magid Associates Aug 2012stream movies from the Internetseveral times a week or more oftenwatch movies that cannotbe found on TV or cablewatch high quality, professionallyproduced full length video programsor short videos you cannot find onTV or cable54%46%67% 12. Myth #4CTV ads aremostly pre-roll13Source: Interpret & Discovery Communications The Evolution of TV Everywhere Oct 2012 13. 2012 YuMe. All rights reserved.CONFIDENTIAL14 14. 2012 YuMe. All rights reserved. CONFIDENTIAL15Source: Oooyala Global Video Index Report Q3 2012; YuMe & IPG Media Lab, Are All Screens Created Equal? Sept 2012; Altman Vilandrie & Co., 2012 Consumer VideoResearch in partnership with Research Now, Sept 2012highest videocompletion rateof all devices38% unaided adrecall comparedwith 27% (lowest)on Linear TV 15. Myth #5Campaignlearnings aretoo limited16Source: Interpret & Discovery Communications The Evolution of TV Everywhere Oct 2012 16. 2012 YuMe. All rights reserved. CONFIDENTIAL17 Impressions (with 3rd party tracking) Video completion rates Interaction rates Brand lift Delivery by day or day-part Delivery by hour (for larger campaigns) Performance by creative (to better understandcreative best practices, by product, call to action, etc) 17. 2013 YuMe. All rights reserved.CONFIDENTIAL18Source: Forrester/ANA 2012 US TV And Everything Video Online Survey; DIGIDAY, Video State of the Industry Report Q1 2012US marketers not currentlyexperimenting with Internet-connected TV online videostreaming ads, planning toin 2013 (higher thanPC, tablet, and smartphone)28%Advertisers/agenciesspent on connected TVads in 2012 vs. 26%of publishers whosupport connected TV39%Advertising demand on connected TV is outpacing publisher support!