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J A N U A R Y 2 4, 2 0 1 3




                             Trends in Video
                             Advertising and
                             Measurement



                                               Sponsored by:


David Hallerman
Principal Analyst
                                               ©2013 eMarketer Inc.
What we’ll look at today…



    Video ad spending: market size and
     growth trends
    Video ad measurement: metrics that
     matter most
    Three-screen measurement: online,
     television and mobile
    The digital video audience: fragmented,
     but how that might create more opportunities

Twitter – #eMwebinar
                                               ©2013 eMarketer Inc.
Digital Video Ad
Spending
(Strong growth, but limits, too)




                            ©2013 eMarketer Inc.
How big will
digital video
advertising
spending
become?
(How do you
define big?)




                ©2013 eMarketer Inc.
While video
ad spending
growth is
impressive,
its place
among all
the digital ad
formats
is more
modest




                 ©2013 eMarketer Inc.
Only one in
10 digital ad
dollars in
2013 will go
to video


                  15% video
                share by 2016




                         ©2013 eMarketer Inc.
Additional
perspective:
23% of
display ad
dollars will
go to video
this year,
rising to just
over 30% in
2015



                 ©2013 eMarketer Inc.
The digital video category consists of
   three basic types of ads

       In-stream video ads: pre-roll, mid-roll or post-roll.
        These run in the same player as the video content.

       In-banner video ads: not connected with video
        content and therefore could appear on any webpage.
        They typically need to be started by the user.

       Branded video content: refers to longer-form ads
        sponsored by the marketer. Sometimes the audience
        does not even view this branded content as an ad,
        since most of the video contains potentially valuable
        information or entertainment.

Twitter – #eMwebinar
                                                           ©2013 eMarketer Inc.
The financial health of the digital video
ad market is relative




                                        ©2013 eMarketer Inc.
TV vs.
digital video:
Single-digit
growth
vs.
double-digit
growth




                 ©2013 eMarketer Inc.
In 2013, for
every $1
going to
digital video
ads, $16
will go to TV
commercials




                ©2013 eMarketer Inc.
Mobile Video Ad
Spending
(Its share is small, but will
that change soon?)




                                ©2013 eMarketer Inc.
Spending for mobile video ads is rising
faster than for any other mobile format




                                      ©2013 eMarketer Inc.
But consider one big concern about
mobile video advertising spending…




                                     ©2013 eMarketer Inc.
Note how video ad spending makes up
only a small part of the mobile market
                                    10%
                                   share
                                     in
                                   2016




                                         ©2013 eMarketer Inc.
Video Measurement
and Metrics
(The categories, the process)




                          ©2013 eMarketer Inc.
Marketers use several core metrics
   to measure digital video advertising

      Clickthrough rate
      Completion rate
      Engagement, including views, interactivity
       and simply attention paid to the advertising
      Brand health, such as awareness or
       favorability
      Reach and frequency, gross rating points
       (GRPs) and targeted rating points (TRPs)

Twitter – #eMwebinar
                                                ©2013 eMarketer Inc.
Higher video ad completion rates do not
correlate with higher click rates




                                     ©2013 eMarketer Inc.
Several elements color the results of
   nearly all online video ad metrics

    The length and nature of the content the ad
     runs against, or the ad’s length itself
    The type of site where the ad is viewed
    The device used to view the video
    The time of day or day of the week
    The degree to which the audience is
     habituated to digital video advertising
    The advertising creative itself
Twitter – #eMwebinar
                                               ©2013 eMarketer Inc.
Digital video ad completion rates will
likely be influenced by content length




                                         ©2013 eMarketer Inc.
The metrics
that
marketers
use to
measure
digital video
advertising
are evolving,
but slowly




                ©2013 eMarketer Inc.
Digital’s “accountability”
Popular         too often still means clicks
attribution
methods
tend to be
less
effective for
video
advertising




                                               ©2013 eMarketer Inc.
Completion rate is a much-used way
   to measure video advertising

     But savvy marketers look to determine
     engagement in other ways:
     Time spent viewing the ad, even if not to completion
     Interactivity, such as starting the ad or mousing over it
     Dwell rate, or the proportion of impressions that were
     intentionally engaged with by touch, interaction or click
     Sharing or commenting on ads—the social,
     word-of-mouth or viral aspects of engagement
     Visiting a brand’s website as a result, even if not directly, of
     viewing the video ad
     Simply paying attention to ads and being aware of the brand—
     which are, in many ways, the core engagement metrics
Twitter – #eMwebinar
                                                                         ©2013 eMarketer Inc.
“The Goldilocks Principle,” along with
audience control, builds engagement




                                         ©2013 eMarketer Inc.
Video ad targeting—mainly by age and
 gender—spreads across a range of ages




48% of
video ads
are
targeted
at those
ages 45
and older


                                    ©2013 eMarketer Inc.
The vast
majority of
smartphone
video
viewers
do not want
to be
targeted by
location,
demo data,
browsing
history, etc.


                ©2013 eMarketer Inc.
Digital video is increasingly needed to
help brands stand out in a crowded field




                                      ©2013 eMarketer Inc.
Brand lift
delivered the
highest
success in
2012,
more than
server-based
metrics that
count clicks
and
completions


                ©2013 eMarketer Inc.
Mobile
appears to
work very
well for the
brand-health
metrics, but
that might
be
because …




               ©2013 eMarketer Inc.
Measurement
Across Screens
(Digital cannot stand alone)




                           ©2013 eMarketer Inc.
Adver tiser s may not always know
w ho’s watching, but digital r eveals
mor e than TV




                                        ©2013 eMarketer Inc.
Tracking engagement across screens
requires integrated channels and data




                                        ©2013 eMarketer Inc.
Many think that translating GRPs and
TRPs from TV to digital is essential

But many cited digital’s unique vistors




                                          ©2013 eMarketer Inc.
Digital video   More research? How do
exists in the   video ads compare with TV
light—and
sometimes
in the
shadow—of
TV




                                     ©2013 eMarketer Inc.
The ability to   But 53% said they don’t
combine all      have the budget for DMP
first-party
data assets
across
channels,
such as TV
and digital,
would boost
digital video




                                      ©2013 eMarketer Inc.
The Digital Video
Audience
(Thy name is fragmentation)




                         ©2013 eMarketer Inc.
The massive
audience for
digital video
content has
not yet seen
matching
levels of
digital video
advertising




                ©2013 eMarketer Inc.
Video viewer growth is highest among
the youngest and oldest segments




                                       ©2013 eMarketer Inc.
But the
viewer share
peaks at
25-to-34,
and further,
many are
older than
that
segment




               ©2013 eMarketer Inc.
Half of internet users watch videos a
few times per week or more often




                                        ©2013 eMarketer Inc.
It’s a three-screen video world:
   television, computers and mobile

     Or better viewed as six screens:
     Traditional TV (broadcast, cable, DVRs)
     Connected TV (internet-sourced)
     Desktop computer
     Notebook computer
     Smartphone
     Tablet

Twitter – #eMwebinar
                                                ©2013 eMarketer Inc.
Multiple screens make it hard for
advertisers to know their audience




                                     ©2013 eMarketer Inc.
The more screens people use to watch
video, the more marketers find both…

…difficulties and also opportunities




                                       ©2013 eMarketer Inc.
The three-screen sweet spot: People
ages 35 to 49 use all screens quite a bit

But the younger audience is moving
away from TV—and even online




                                       ©2013 eMarketer Inc.
Longer
videos
viewed on
connected
TVs, and
shorter
videos on
computers
and mobile




             ©2013 eMarketer Inc.
Counting the
time people
spend
watching
video counts
for more
than mere
audience
size or
how many
streams
they view


               ©2013 eMarketer Inc.
Relative to
TV, people
spend far
less time
watching
digital video.
However…




                 ©2013 eMarketer Inc.
Connecting the
Digital and TV
Audiences
(Video’s future?)




                    ©2013 eMarketer Inc.
What do
modern
families
want?
TV still
rules,
no matter
what screen
people are
using




              ©2013 eMarketer Inc.
Digital TV usage is growing faster than
digital video viewership in general




                                      ©2013 eMarketer Inc.
TV and the internet together promise a
prime-time blend of branding and digital

Various ways to connect, from set-top
boxes to game consoles to smart TVs




                                        ©2013 eMarketer Inc.
TV watching relies more and more on
TVs with internet connections




                                      ©2013 eMarketer Inc.
Almost 50%
of internet
users like TV
commercials
but few say
they like
online video
ads




                ©2013 eMarketer Inc.
Video is       Digital offers a “space”
crucial for    for content marketing
telling
stories, and
TV ads are
more
effective
than online
advertising




                                      ©2013 eMarketer Inc.
The Mobile Video
Audience
(Many people, little time)




                             ©2013 eMarketer Inc.
By next year,
more than
one-third of
mobile
phone users
will watch
video
content at
least once
per month



                ©2013 eMarketer Inc.
How the audience often views mobile
video content and ads may surprise you




                                    ©2013 eMarketer Inc.
Smartphone      And 54% use other media
video, like     simultaneously
tablet video,
is often an
at-home
thing




                                    ©2013 eMarketer Inc.
Odds are
good that a
large share
of the
audience
will be
annoyed by
mobile video
ads




               ©2013 eMarketer Inc.
46% said        One implication: Don’t
they disliked   spend their bandwidth
video ads on
mobile
phones,
while only
23% said
they liked
them




                                         ©2013 eMarketer Inc.
Few people      The reasons for this may
regularly pay   not be obvious
attention to
mobile video
ads,
although
clips work
better than
full TV
episodes




                                       ©2013 eMarketer Inc.
Main Takeaways




                 ©2013 eMarketer Inc.
The sweet spot for digital video blends
engagement with accountability




                                      ©2013 eMarketer Inc.
Conclusions: Start with an overview
of spending, metrics and audience

Caveat: Results aggregated from a range of
other companies’ campaigns are imperfect
yardsticks, guidelines but not absolute rules.
Spending trends. Higher than for any other digital ad
format, but represents a relatively small portion of overall
interactive spending.
Measurement and metrics. Moving toward more
sophisticated tools will help the growth of digital video.
Audience. While increasing steadily—both in number of
viewers and in the amount of time they spend watching
digital video—they still love their TV and TV-style content.

                                                             ©2013 eMarketer Inc.
Adobe’s Project Primetime
      Noah Levine, Senior Product Evangelist




© 2013 Adobe Systems Incorporated. All Rights Reserved.
Broadcast TV is an Industry In Transformation
                                    Adobe Project Primetime: Enabling Broadcast-to-IP




© 2013 Adobe Systems Incorporated. All Rights Reserved.
‘TV-Everywhere’                                              Ad Insertion Services
                Authentication
                                                                                    (MediaWeaver)
                (Pass)




                                                          Robust Playback




Single Workflow
Publishing
                                                           Primetime Media                      Ad Decisioning
(Access & StreamKit)
                                                                Player                               (Auditude)




                                                                                 Unified Analytics
                                 Audience Segmentation                               (SiteCatalyst)
                                 (AudienceManager)

© 2013 Adobe Systems Incorporated. All Rights Reserved.
Questions?

      Noah Levine
      noahl@adobe.com




© 2013 Adobe Systems Incorporated. All Rights Reserved.
Q&A Session                 Learn more about mobile marketing with
                               an eMarketer corporate subscription
    Trends in Video
    Advertising and          More than 200 eMarketer reports are
     Measurement             published each year. The following are a
                             few recent ones you may be interested in:

                               Connected TV Advertising: Playing the Long
                                Game
                               Video Advertising Benchmarks: Key Data,
                                Trends and Metrics
                               Social Video: The Next Wave in Digital
  David Hallerman               Advertising
                               Key Digital Trends for 2013
 You will receive an email
  tomorrow with a link to      Digital Video and TV Advertising: 16 Forces
    view the deck and           that will Help or Hinder Integration
    webinar recording.

       Sponsored by:           To learn more: www.emarketer.com/products
Adobe’s Project Primetime        800-405-0844 or webinars@emarketer.com

                                                                         ©2012 eMarketer Inc.

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eMarketer Webinar: Trends in Video Advertising and Measurement

  • 1. J A N U A R Y 2 4, 2 0 1 3 Trends in Video Advertising and Measurement Sponsored by: David Hallerman Principal Analyst ©2013 eMarketer Inc.
  • 2. What we’ll look at today…  Video ad spending: market size and growth trends  Video ad measurement: metrics that matter most  Three-screen measurement: online, television and mobile  The digital video audience: fragmented, but how that might create more opportunities Twitter – #eMwebinar ©2013 eMarketer Inc.
  • 3. Digital Video Ad Spending (Strong growth, but limits, too) ©2013 eMarketer Inc.
  • 4. How big will digital video advertising spending become? (How do you define big?) ©2013 eMarketer Inc.
  • 5. While video ad spending growth is impressive, its place among all the digital ad formats is more modest ©2013 eMarketer Inc.
  • 6. Only one in 10 digital ad dollars in 2013 will go to video 15% video share by 2016 ©2013 eMarketer Inc.
  • 7. Additional perspective: 23% of display ad dollars will go to video this year, rising to just over 30% in 2015 ©2013 eMarketer Inc.
  • 8. The digital video category consists of three basic types of ads  In-stream video ads: pre-roll, mid-roll or post-roll. These run in the same player as the video content.  In-banner video ads: not connected with video content and therefore could appear on any webpage. They typically need to be started by the user.  Branded video content: refers to longer-form ads sponsored by the marketer. Sometimes the audience does not even view this branded content as an ad, since most of the video contains potentially valuable information or entertainment. Twitter – #eMwebinar ©2013 eMarketer Inc.
  • 9. The financial health of the digital video ad market is relative ©2013 eMarketer Inc.
  • 11. In 2013, for every $1 going to digital video ads, $16 will go to TV commercials ©2013 eMarketer Inc.
  • 12. Mobile Video Ad Spending (Its share is small, but will that change soon?) ©2013 eMarketer Inc.
  • 13. Spending for mobile video ads is rising faster than for any other mobile format ©2013 eMarketer Inc.
  • 14. But consider one big concern about mobile video advertising spending… ©2013 eMarketer Inc.
  • 15. Note how video ad spending makes up only a small part of the mobile market 10% share in 2016 ©2013 eMarketer Inc.
  • 16. Video Measurement and Metrics (The categories, the process) ©2013 eMarketer Inc.
  • 17. Marketers use several core metrics to measure digital video advertising  Clickthrough rate  Completion rate  Engagement, including views, interactivity and simply attention paid to the advertising  Brand health, such as awareness or favorability  Reach and frequency, gross rating points (GRPs) and targeted rating points (TRPs) Twitter – #eMwebinar ©2013 eMarketer Inc.
  • 18. Higher video ad completion rates do not correlate with higher click rates ©2013 eMarketer Inc.
  • 19. Several elements color the results of nearly all online video ad metrics  The length and nature of the content the ad runs against, or the ad’s length itself  The type of site where the ad is viewed  The device used to view the video  The time of day or day of the week  The degree to which the audience is habituated to digital video advertising  The advertising creative itself Twitter – #eMwebinar ©2013 eMarketer Inc.
  • 20. Digital video ad completion rates will likely be influenced by content length ©2013 eMarketer Inc.
  • 21. The metrics that marketers use to measure digital video advertising are evolving, but slowly ©2013 eMarketer Inc.
  • 22. Digital’s “accountability” Popular too often still means clicks attribution methods tend to be less effective for video advertising ©2013 eMarketer Inc.
  • 23. Completion rate is a much-used way to measure video advertising But savvy marketers look to determine engagement in other ways: Time spent viewing the ad, even if not to completion Interactivity, such as starting the ad or mousing over it Dwell rate, or the proportion of impressions that were intentionally engaged with by touch, interaction or click Sharing or commenting on ads—the social, word-of-mouth or viral aspects of engagement Visiting a brand’s website as a result, even if not directly, of viewing the video ad Simply paying attention to ads and being aware of the brand— which are, in many ways, the core engagement metrics Twitter – #eMwebinar ©2013 eMarketer Inc.
  • 24. “The Goldilocks Principle,” along with audience control, builds engagement ©2013 eMarketer Inc.
  • 25. Video ad targeting—mainly by age and gender—spreads across a range of ages 48% of video ads are targeted at those ages 45 and older ©2013 eMarketer Inc.
  • 26. The vast majority of smartphone video viewers do not want to be targeted by location, demo data, browsing history, etc. ©2013 eMarketer Inc.
  • 27. Digital video is increasingly needed to help brands stand out in a crowded field ©2013 eMarketer Inc.
  • 28. Brand lift delivered the highest success in 2012, more than server-based metrics that count clicks and completions ©2013 eMarketer Inc.
  • 29. Mobile appears to work very well for the brand-health metrics, but that might be because … ©2013 eMarketer Inc.
  • 30. Measurement Across Screens (Digital cannot stand alone) ©2013 eMarketer Inc.
  • 31. Adver tiser s may not always know w ho’s watching, but digital r eveals mor e than TV ©2013 eMarketer Inc.
  • 32. Tracking engagement across screens requires integrated channels and data ©2013 eMarketer Inc.
  • 33. Many think that translating GRPs and TRPs from TV to digital is essential But many cited digital’s unique vistors ©2013 eMarketer Inc.
  • 34. Digital video More research? How do exists in the video ads compare with TV light—and sometimes in the shadow—of TV ©2013 eMarketer Inc.
  • 35. The ability to But 53% said they don’t combine all have the budget for DMP first-party data assets across channels, such as TV and digital, would boost digital video ©2013 eMarketer Inc.
  • 36. The Digital Video Audience (Thy name is fragmentation) ©2013 eMarketer Inc.
  • 37. The massive audience for digital video content has not yet seen matching levels of digital video advertising ©2013 eMarketer Inc.
  • 38. Video viewer growth is highest among the youngest and oldest segments ©2013 eMarketer Inc.
  • 39. But the viewer share peaks at 25-to-34, and further, many are older than that segment ©2013 eMarketer Inc.
  • 40. Half of internet users watch videos a few times per week or more often ©2013 eMarketer Inc.
  • 41. It’s a three-screen video world: television, computers and mobile Or better viewed as six screens: Traditional TV (broadcast, cable, DVRs) Connected TV (internet-sourced) Desktop computer Notebook computer Smartphone Tablet Twitter – #eMwebinar ©2013 eMarketer Inc.
  • 42. Multiple screens make it hard for advertisers to know their audience ©2013 eMarketer Inc.
  • 43. The more screens people use to watch video, the more marketers find both… …difficulties and also opportunities ©2013 eMarketer Inc.
  • 44. The three-screen sweet spot: People ages 35 to 49 use all screens quite a bit But the younger audience is moving away from TV—and even online ©2013 eMarketer Inc.
  • 45. Longer videos viewed on connected TVs, and shorter videos on computers and mobile ©2013 eMarketer Inc.
  • 46. Counting the time people spend watching video counts for more than mere audience size or how many streams they view ©2013 eMarketer Inc.
  • 47. Relative to TV, people spend far less time watching digital video. However… ©2013 eMarketer Inc.
  • 48. Connecting the Digital and TV Audiences (Video’s future?) ©2013 eMarketer Inc.
  • 49. What do modern families want? TV still rules, no matter what screen people are using ©2013 eMarketer Inc.
  • 50. Digital TV usage is growing faster than digital video viewership in general ©2013 eMarketer Inc.
  • 51. TV and the internet together promise a prime-time blend of branding and digital Various ways to connect, from set-top boxes to game consoles to smart TVs ©2013 eMarketer Inc.
  • 52. TV watching relies more and more on TVs with internet connections ©2013 eMarketer Inc.
  • 53. Almost 50% of internet users like TV commercials but few say they like online video ads ©2013 eMarketer Inc.
  • 54. Video is Digital offers a “space” crucial for for content marketing telling stories, and TV ads are more effective than online advertising ©2013 eMarketer Inc.
  • 55. The Mobile Video Audience (Many people, little time) ©2013 eMarketer Inc.
  • 56. By next year, more than one-third of mobile phone users will watch video content at least once per month ©2013 eMarketer Inc.
  • 57. How the audience often views mobile video content and ads may surprise you ©2013 eMarketer Inc.
  • 58. Smartphone And 54% use other media video, like simultaneously tablet video, is often an at-home thing ©2013 eMarketer Inc.
  • 59. Odds are good that a large share of the audience will be annoyed by mobile video ads ©2013 eMarketer Inc.
  • 60. 46% said One implication: Don’t they disliked spend their bandwidth video ads on mobile phones, while only 23% said they liked them ©2013 eMarketer Inc.
  • 61. Few people The reasons for this may regularly pay not be obvious attention to mobile video ads, although clips work better than full TV episodes ©2013 eMarketer Inc.
  • 62. Main Takeaways ©2013 eMarketer Inc.
  • 63. The sweet spot for digital video blends engagement with accountability ©2013 eMarketer Inc.
  • 64. Conclusions: Start with an overview of spending, metrics and audience Caveat: Results aggregated from a range of other companies’ campaigns are imperfect yardsticks, guidelines but not absolute rules. Spending trends. Higher than for any other digital ad format, but represents a relatively small portion of overall interactive spending. Measurement and metrics. Moving toward more sophisticated tools will help the growth of digital video. Audience. While increasing steadily—both in number of viewers and in the amount of time they spend watching digital video—they still love their TV and TV-style content. ©2013 eMarketer Inc.
  • 65. Adobe’s Project Primetime Noah Levine, Senior Product Evangelist © 2013 Adobe Systems Incorporated. All Rights Reserved.
  • 66. Broadcast TV is an Industry In Transformation Adobe Project Primetime: Enabling Broadcast-to-IP © 2013 Adobe Systems Incorporated. All Rights Reserved.
  • 67. ‘TV-Everywhere’ Ad Insertion Services Authentication (MediaWeaver) (Pass) Robust Playback Single Workflow Publishing Primetime Media Ad Decisioning (Access & StreamKit) Player (Auditude) Unified Analytics Audience Segmentation (SiteCatalyst) (AudienceManager) © 2013 Adobe Systems Incorporated. All Rights Reserved.
  • 68. Questions? Noah Levine noahl@adobe.com © 2013 Adobe Systems Incorporated. All Rights Reserved.
  • 69. Q&A Session Learn more about mobile marketing with an eMarketer corporate subscription Trends in Video Advertising and More than 200 eMarketer reports are Measurement published each year. The following are a few recent ones you may be interested in:  Connected TV Advertising: Playing the Long Game  Video Advertising Benchmarks: Key Data, Trends and Metrics  Social Video: The Next Wave in Digital David Hallerman Advertising  Key Digital Trends for 2013 You will receive an email tomorrow with a link to  Digital Video and TV Advertising: 16 Forces view the deck and that will Help or Hinder Integration webinar recording. Sponsored by: To learn more: www.emarketer.com/products Adobe’s Project Primetime 800-405-0844 or webinars@emarketer.com ©2012 eMarketer Inc.

Editor's Notes

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