Más contenido relacionado La actualidad más candente (20) Similar a eMarketer Webinar: Trends in Video Advertising and Measurement (20) eMarketer Webinar: Trends in Video Advertising and Measurement1. 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
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©2013 eMarketer Inc.
4. How big will
digital video
advertising
spending
become?
(How do you
define big?)
©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.
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.
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©2013 eMarketer Inc.
11. In 2013, for
every $1
going to
digital video
ads, $16
will go to TV
commercials
©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…
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15. Note how video ad spending makes up
only a small part of the mobile market
10%
share
in
2016
©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)
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©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
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©2013 eMarketer Inc.
20. Digital video ad completion rates will
likely be influenced by content length
©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
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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.
27. Digital video is increasingly needed to
help brands stand out in a crowded field
©2013 eMarketer Inc.
31. Adver tiser s may not always know
w ho’s watching, but digital r eveals
mor e than TV
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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.
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
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43. The more screens people use to watch
video, the more marketers find both…
…difficulties and also opportunities
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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
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50. Digital TV usage is growing faster than
digital video viewership in general
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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
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52. TV watching relies more and more on
TVs with internet connections
©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.
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.
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.
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.
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