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

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

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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

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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

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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.

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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

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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

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MORE DATA, MORE AUDIENCE GRANULARITY
DATA-DRIVEN AUDIENCE-BASED

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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?

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COMMON MEDIA METRICS USED TODAY
ONLINE TV
SALES
Impressions
Visitors
Unique Visitors
(Unduplicated Reach)
Cost-per-click
Cost-per-acquisition
Impressions
(GRPs)
Brand Lift

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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

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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:

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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

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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

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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

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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

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WHERE WE’RE HEADED
METRICS ECONOMY
CONSIDERATIONS FOR TV AND DIGITAL
STATE OF CONVERGENCE

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

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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