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ANTS.vn - Nielsen 2014 - YOUR MUST-KNOW LIST ABOUT THE FUTURE OF VIDEO ADVERTISING

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ANTS.vn - Nielsen 2014 - YOUR MUST-KNOW LIST ABOUT THE FUTURE OF VIDEO ADVERTISING

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ANTS.vn - Nielsen 2014 - YOUR MUST-KNOW LIST ABOUT THE FUTURE OF VIDEO ADVERTISING

  1. 1. AMIT SETH EVP, GLOBAL MEDIA PRODUCTS NIELSEN OCTOBER 2013 YOUR MUST-KNOW LIST ABOUT THE FUTURE OF VIDEO ADVERTISING #videoads DAVE MORGAN CEO AND FOUNDER SIMULMEDIA
  2. 2. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 2 THE COMING CHALLENGES AND OPPORTUNITIES WHAT WILL THE POTENTIAL REVOLUTION AND EVOLUTION OF THE CROSS-SCREEN VIDEO MARKETPLACE LOOK LIKE IN THE COMING YEARS? TV THOUGHT LEADERS DIGITAL THOUGH LEADERS CANDID CONVERSATIONS AROUND THE FUTURE OF VIDEO ADVERTISING
  3. 3. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 3 WHAT WE HEARD TV isn’t going away any time soon, but we also need to engage digital audiences Each platform is still too silo’ed TV THOUGHT LEADERS DIGITAL THOUGH LEADERS
  4. 4. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 4 VIDEO IS BECOMING EVEN MORE ACCESSIBLE Nielsen Cross-Platform Report, Q1 2013. TV’s have been in US homes since the 1950s and today, 283 million Americans spend more than 34 hours per person watching TV each week. 3/4ths of American households have affordable, high-speed Internet access Since 2010, the number of users streaming video through mobile phones has more than doubled, from 20 million each month in Q1 2010 to 45 million in Q1 2013.
  5. 5. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 5 WHERE DO YOU FIT? Poll Question What part of the industry do you work in? A) Advertiser/brand B) Agency C) TV Network D) Online Publisher/Ad Network
  6. 6. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 6 VIDEO AD MARKET EXPANDING, BUT SEPARATE Global video ad spend in 2012 was $350 billion, a 4.3% increase over the previous year. Nielsen Global AdView Pulse BUYING AND SELLING PROCESS Trust Traditional Programmatic DIGITALTV
  7. 7. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 7 MORE DATA, MORE AUDIENCE GRANULARITY DATA-DRIVEN AUDIENCE-BASED
  8. 8. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 8 INDUSTRY WANTS END-TO-END MEASUREMENT REACTION How did it change behavior? RESONANCE How did it change attitudes? REACH Who did my program or ad reach?
  9. 9. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 9 COMMON MEDIA METRICS USED TODAY ONLINE TV SALES Impressions Visitors Unique Visitors (Unduplicated Reach) Cost-per-click Cost-per-acquisition Impressions (GRPs) Brand Lift
  10. 10. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 10 ADDITION OF GRANULAR AND CROSS- PLATFORM METRICS TIED TO SALES REACH RESONANCE REACTION ONLINE TV Impressions Visitors Unique Visitors (Unduplicated Reach) Cost-per-click Cost-per-acquisition SALES Viewers Reached Unique Viewers Reached Purchase Data and Behavioral Targeting Customer Data Impressions (GRPs) Cross-Platform Metrics End-to-EndMeasurement Brand LiftBrand Lift
  11. 11. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 11 WHAT ARE THE RESULTS OF MY CAMPAIGN? INDUSTRY ASK: Placements more accurately identified, valued, and leveraged—and done so in real-time More robust feedback loop IMPLICATION:
  12. 12. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 12 WHAT DO YOU NEED? Poll Question What metrics are MOST important to you to get in real-time today? A) Reach and Frequency B) Resonance Metrics C) Reaction Metrics
  13. 13. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 13 CONVERGENCE ACROSS SCREENS Source: MyersBizNet Media and Marketing Investment Data and Forecasts, 1/30/2013. $6B $69B $75B $16B 2016 $83B $33B TV Digital Video Digital Video TV TV Digital Video LITTLE CROSS-CHANNEL BUYING COORDINATION. NO INTEGRATION 2013 FULL CROSS-CHANNEL COORDINATION & INTEGRATION 2020 SOME CROSS-CHANNEL COORDINATION & INTEGRATION Audience-Based Programmatic
  14. 14. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 14 HOW LONG WILL IT TAKE? Poll Question How many years do you think it will take to get to full convergence? A) 5 Years B) 7 Years C) 10 Years D) 15 Years E) 20 or More Years
  15. 15. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 15 CONVERGENCE WILL TAKE PLACE…EVENTUALLY Obstacles exist today that are slowing this process of convergence We must embrace video as a cross-platform medium INFRASTRUCTURE TECHNOLOGY CAPABILITIES DATA LIMITATIONS Separate buying/selling structures Separate Up Fronts/New Fronts Broadband volume Measurement technologies Consistent metrics Granularity across platforms
  16. 16. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 16 WHERE WE’RE HEADED METRICS ECONOMY CONSIDERATIONS FOR TV AND DIGITAL STATE OF CONVERGENCE
  17. 17. MODERATOR Amit Seth EVP, Global Media Products Nielsen PANEL Dave Morgan CEO and Founder Simulmedia Lauren Wiener President, Global Sales and Marketing Tremor Video Brian Wieser Senior Analyst Pivotal Research Group Paul Marcum Director, Global Digital Marketing & Programming GE
  18. 18. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 18 ADDITIONAL INFORMATION • LEARN MORE as Nielsen and the ANA discuss the results of our recent industry survey on multi-screen advertising effectiveness: • Webcast: Optimizing integrated multi-screen campaigns • Date: Thursday, November 21 • Time: 10:00 am - 11:00 pm Pacific / 1:00 pm - 2:00 pm Eastern • Register: http://tinyurl.com/Nielsenmulti-screen #videoads

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