Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
LUMApartners
The State of
DIGITAL VIDEO
Terence Kawaja
The Rise of
Digital Video
Hours
29%
Source: eMarketer, comScore
U.S.  Digital  Video  Proper6es  
Ranked  by  Unique  Video  Viewers
Average  Time  ...
But Now It’s Not the Only Game in Town
Facebook Auto-Play Videos are Ubiquitous
75%From Mobile
4 Billion Daily Views
Mobile Apps Bring Live Content to Your Fingertips
Snapchat Has Built Mobile-First Advertising
Publishers Are Making Video Too
There Just Isn’t Enough Supply!
Display  Ad  CPM
$1.90
Video  Ad  CPM
$24.60
Source: ZenithOptimedia, Note: Average CPM
$2.9%
$4.2%
$6.0%
$7.8%
$9.5%
$0.0%
$1.0%
$2.0%
$3.0%
$4.0%
$5.0%
$6.0%
$7.0%
$8.0%
$9.0%
$10.0%
2012% 2013% 2014% 2015% 2...
Source: eMarketer
$  billions
ProgrammaAc  Video
Digital  Video
 TV
$0.0$
$10.0$
$20.0$
$30.0$
$40.0$
$50.0$
$60.0$
$70.0$...
Traditional Digitalvs.
Traditional Digitalvs.
100 : 1
19
 Buckets
 36
~  100
 Companies
 ~  400
$150  billion
 Total  Spend
 $6  billion
$1.5  Billion
 $  /  Company
 $...
100 : 1
Market Cap: $2 Trillion
Cash: $530 Billion
5x
Cash
New Entrants Have Plenty of Money to Build or Buy
Screens
Delivery
Content
2008 Was So Simple: Traditional & Digital Silos
Delivery
Screens
Content
Second Screen
Chromecast /Airplay
Partnerships
“Netflix + Disney”
Convergence Begins with Device ...
OTT/CTV
Delivery
Screens
Content Partnerships
“Netflix + Disney”
TV
Economics
Content Channels Media MVPDs Device / UI
9,000+
Channels
C
O
N
S
U
M
E
R
CTV
Devices
OTT
UI
Traditional TV Content Model
Content Channels Media MVPDs Device / UI
C
O
N
S
U
M
E
R
Programs NetworksChannel
Bundles
“Must Carry” &
Broadcast Content...
Content Channels Media MVPDs Device / UI
Tier 1
Cable and
Broadcast
Content
M
A
R
K
E
T
E
R
CPG Upfronts$30BB
$40BB Spot a...
Bundling Enables Pre-Funding of Content
10%Support100%
Bundling Enables Pre-Funding of Content
Final Late
Night Episode
Evolution of
Top Rated Show
Most Viewed
Episode
1993
1990
1992
80MM
52MM
38MM
TraditionalTV
Conte...
Final Late
Night Episode
Evolution of
Top Rated Show
Most Viewed
Episode
1993
2007
1990
2013
1992
2009
80MM
30MM
52MM
8MM
...
MediaChannels MVPDsContent Device / UI
C
O
N
S
U
M
E
R
“Just broadband
only, thanks!”
Subscription content on license
Disc...
Big $$$
A18-49
Reach
Incremental Budget
A25-54
Reach
Paying 30-50%
more for .5-1%
more reach?!
TRP
Source: Needham & Co. ,...
eMarketer Digital Video Spend Projection
$0 $0
Source: eMarketer
eMarketer TV Spend Projection
Yet TV Dollars aren’t Slowi...
TV is Definitely Not Hurting Yet
Leslie Moonves, CEO
3 Year Compensation:
$186 Million
2014 Revenue
>
Cracks
In The Wall
Slack in Demand for Upfront Buys
OTT Options are Growing
$50-­‐$70
$8
$9
$20
$99/year
$15
$6
Average  Basic  Cable  Packages
~$120
Source: NPD Group
$15
St...
Programmatic Platforms
Targeting Technology
Attribution / Analytics
Low-Cost Production
Integrated
Workflow
Premium Conten...
Selling Points Reverse in 2015
Upfronts
 NewFronts
Selling  Premium  Content
 Selling  Data-­‐Driven  Approach
Selling Points Reverse in 2015
Selling  Data-­‐Driven  Approach
 Selling  Premium  Content
Upfronts
 NewFronts
Now TV is Being Aggressive with Data
Credit  Card  Data
Subscriber  Data
 Target  Audience
Yogurt  Buyers
Frozen  Snack  B...
Digital is Increasing Investment in Original Content
Everyone  is  geVng  in  on  the  game
?
New Tier 1 Shows Backed with Tier 1 Talent
$0 $0
(1) Assumes 7.5% of TV Spend Shifts to Digital
Source: eMarketer
eMarketer Digital Video Spend ProjectioneMarketer T...
Perception vs. Reality in Addressable TV
Linear  TV
 Programma6c  TV
Percep6on
Reality
Linear  TV
 Addressable    
Linear ...
WARNING: LUMA Decks Usually Call for More M&A
Convergent TV via M&A
CONTENT
DISTRIBUTION
MONETIZATION
Media
31 Video Deals in the Last 2 Years
Digital Video Has a Very Bright Future
1.  Preferred Consumer Media
2.  Continued Device
3.  New Content Formats
4.  Ad In...
New York | San Francisco | Palo Alto
Access. Insights. Execution.
LUMApartners
Thank you! @tkawaja
LUMA's The State of Digital Video
LUMA's The State of Digital Video
Próximo SlideShare
Cargando en…5
×

de

LUMA's The State of Digital Video Slide 1 LUMA's The State of Digital Video Slide 2 LUMA's The State of Digital Video Slide 3 LUMA's The State of Digital Video Slide 4 LUMA's The State of Digital Video Slide 5 LUMA's The State of Digital Video Slide 6 LUMA's The State of Digital Video Slide 7 LUMA's The State of Digital Video Slide 8 LUMA's The State of Digital Video Slide 9 LUMA's The State of Digital Video Slide 10 LUMA's The State of Digital Video Slide 11 LUMA's The State of Digital Video Slide 12 LUMA's The State of Digital Video Slide 13 LUMA's The State of Digital Video Slide 14 LUMA's The State of Digital Video Slide 15 LUMA's The State of Digital Video Slide 16 LUMA's The State of Digital Video Slide 17 LUMA's The State of Digital Video Slide 18 LUMA's The State of Digital Video Slide 19 LUMA's The State of Digital Video Slide 20 LUMA's The State of Digital Video Slide 21 LUMA's The State of Digital Video Slide 22 LUMA's The State of Digital Video Slide 23 LUMA's The State of Digital Video Slide 24 LUMA's The State of Digital Video Slide 25 LUMA's The State of Digital Video Slide 26 LUMA's The State of Digital Video Slide 27 LUMA's The State of Digital Video Slide 28 LUMA's The State of Digital Video Slide 29 LUMA's The State of Digital Video Slide 30 LUMA's The State of Digital Video Slide 31 LUMA's The State of Digital Video Slide 32 LUMA's The State of Digital Video Slide 33 LUMA's The State of Digital Video Slide 34 LUMA's The State of Digital Video Slide 35 LUMA's The State of Digital Video Slide 36 LUMA's The State of Digital Video Slide 37 LUMA's The State of Digital Video Slide 38 LUMA's The State of Digital Video Slide 39 LUMA's The State of Digital Video Slide 40 LUMA's The State of Digital Video Slide 41 LUMA's The State of Digital Video Slide 42 LUMA's The State of Digital Video Slide 43 LUMA's The State of Digital Video Slide 44 LUMA's The State of Digital Video Slide 45 LUMA's The State of Digital Video Slide 46 LUMA's The State of Digital Video Slide 47 LUMA's The State of Digital Video Slide 48
Próximo SlideShare
LUMA's State of Digital Marketing at DMS West 16
Siguiente
Descargar para leer sin conexión y ver en pantalla completa.

245 recomendaciones

Compartir

Descargar para leer sin conexión

LUMA's The State of Digital Video

Descargar para leer sin conexión

LUMA Partners presents “The State of Digital Video,” as presented at the VidCon conference on January 23, 2015. This presentation reviews some of the key topics discussed at the conference: the rise of digital video, the traditional TV model, and convergent video.

Libros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Audiolibros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

LUMA's The State of Digital Video

  1. LUMApartners The State of DIGITAL VIDEO Terence Kawaja
  2. The Rise of Digital Video
  3. Hours 29% Source: eMarketer, comScore U.S.  Digital  Video  Proper6es   Ranked  by  Unique  Video  Viewers Average  Time  Spent  per  Day   with  Digital  Video  by  Device  in  U.S. YouTube Has Dominated the Rise of Digital Video 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 2011 2012 2013 2014 2015 Tablet Smartphone Desktop Other
  4. But Now It’s Not the Only Game in Town
  5. Facebook Auto-Play Videos are Ubiquitous 75%From Mobile 4 Billion Daily Views
  6. Mobile Apps Bring Live Content to Your Fingertips
  7. Snapchat Has Built Mobile-First Advertising
  8. Publishers Are Making Video Too
  9. There Just Isn’t Enough Supply! Display  Ad  CPM $1.90 Video  Ad  CPM $24.60 Source: ZenithOptimedia, Note: Average CPM
  10. $2.9% $4.2% $6.0% $7.8% $9.5% $0.0% $1.0% $2.0% $3.0% $4.0% $5.0% $6.0% $7.0% $8.0% $9.0% $10.0% 2012% 2013% 2014% 2015% 2016% CAGR:&34%& CAGR:&172%& Source: eMarketer $  billions ProgrammaAc  Video Digital  Video Digital Video Spend Continues to Rise
  11. Source: eMarketer $  billions ProgrammaAc  Video Digital  Video TV $0.0$ $10.0$ $20.0$ $30.0$ $40.0$ $50.0$ $60.0$ $70.0$ $80.0$ 2012$ 2013$ 2014$ 2015$ 2016$ $64.5 $66.4 $68.5 $70.6 $73.8 But is Still Only a Fraction of the TV Market
  12. Traditional Digitalvs.
  13. Traditional Digitalvs.
  14. 100 : 1 19 Buckets 36 ~  100 Companies ~  400 $150  billion Total  Spend $6  billion $1.5  Billion $  /  Company $15  Million Traditional TV vs. Digital Video Players
  15. 100 : 1 Market Cap: $2 Trillion Cash: $530 Billion 5x Cash New Entrants Have Plenty of Money to Build or Buy
  16. Screens Delivery Content 2008 Was So Simple: Traditional & Digital Silos
  17. Delivery Screens Content Second Screen Chromecast /Airplay Partnerships “Netflix + Disney” Convergence Begins with Device Proliferation
  18. OTT/CTV Delivery Screens Content Partnerships “Netflix + Disney”
  19. TV Economics
  20. Content Channels Media MVPDs Device / UI 9,000+ Channels C O N S U M E R CTV Devices OTT UI Traditional TV Content Model
  21. Content Channels Media MVPDs Device / UI C O N S U M E R Programs NetworksChannel Bundles “Must Carry” & Broadcast Content Traditional TV Content Model
  22. Content Channels Media MVPDs Device / UI Tier 1 Cable and Broadcast Content M A R K E T E R CPG Upfronts$30BB $40BB Spot and Scatter TV ads $6.3BBComcast bundles in sports content C O N S U M E RAffiliate Fees $40BB Retrans Fees $80BB Subscriptions Traditional TV Content Model
  23. Bundling Enables Pre-Funding of Content 10%Support100%
  24. Bundling Enables Pre-Funding of Content
  25. Final Late Night Episode Evolution of Top Rated Show Most Viewed Episode 1993 1990 1992 80MM 52MM 38MM TraditionalTV ContentModel
  26. Final Late Night Episode Evolution of Top Rated Show Most Viewed Episode 1993 2007 1990 2013 1992 2009 80MM 30MM 52MM 8MM 4MM 38MM Crosschanneldevices killedthetelevisionstar!
  27. MediaChannels MVPDsContent Device / UI C O N S U M E R “Just broadband only, thanks!” Subscription content on license Discrete content “Made for web” content “I forget what channel it’s on I just stream it” “Artist to Consumer” Digital Opens Different Distribution & Content Strategies
  28. Big $$$ A18-49 Reach Incremental Budget A25-54 Reach Paying 30-50% more for .5-1% more reach?! TRP Source: Needham & Co. , Nielsen Incremental Cost Per Reach Point Incremental is Increasingly Expensive on TV!
  29. eMarketer Digital Video Spend Projection $0 $0 Source: eMarketer eMarketer TV Spend Projection Yet TV Dollars aren’t Slowing…
  30. TV is Definitely Not Hurting Yet Leslie Moonves, CEO 3 Year Compensation: $186 Million 2014 Revenue >
  31. Cracks In The Wall
  32. Slack in Demand for Upfront Buys
  33. OTT Options are Growing $50-­‐$70 $8 $9 $20 $99/year $15 $6 Average  Basic  Cable  Packages ~$120 Source: NPD Group $15 Stream
  34. Programmatic Platforms Targeting Technology Attribution / Analytics Low-Cost Production Integrated Workflow Premium Content Brand Relationships Convergence of Two Worlds
  35. Selling Points Reverse in 2015 Upfronts NewFronts Selling  Premium  Content Selling  Data-­‐Driven  Approach
  36. Selling Points Reverse in 2015 Selling  Data-­‐Driven  Approach Selling  Premium  Content Upfronts NewFronts
  37. Now TV is Being Aggressive with Data Credit  Card  Data Subscriber  Data Target  Audience Yogurt  Buyers Frozen  Snack  Buyers Wireless  Data  Users Inspired by WSJ
  38. Digital is Increasing Investment in Original Content Everyone  is  geVng  in  on  the  game ?
  39. New Tier 1 Shows Backed with Tier 1 Talent
  40. $0 $0 (1) Assumes 7.5% of TV Spend Shifts to Digital Source: eMarketer eMarketer Digital Video Spend ProjectioneMarketer TV Spend Projection Digital Dollars Could Double
  41. Perception vs. Reality in Addressable TV Linear  TV Programma6c  TV Percep6on Reality Linear  TV Addressable     Linear  TV Video  On     Demand (VOD) Over  The  Top (OTT) Digital     Video Programma6c  TV
  42. WARNING: LUMA Decks Usually Call for More M&A
  43. Convergent TV via M&A CONTENT DISTRIBUTION MONETIZATION Media
  44. 31 Video Deals in the Last 2 Years
  45. Digital Video Has a Very Bright Future 1.  Preferred Consumer Media 2.  Continued Device 3.  New Content Formats 4.  Ad Inventory Shortage 5.  TV Demand Shift 6.  Strategic Exit Opportunities
  46. New York | San Francisco | Palo Alto Access. Insights. Execution. LUMApartners Thank you! @tkawaja
  • soccernation

    Jun. 11, 2019
  • elkinodawkins

    Nov. 28, 2017
  • MaxValentine

    Nov. 5, 2017
  • GwendolynErvinPMPCSP

    Sep. 4, 2017
  • SeunghyukChoi

    Aug. 21, 2017
  • insightr

    Jul. 14, 2017
  • OlivierWellmann

    Jun. 25, 2017
  • LindsayKarp

    Jun. 21, 2017
  • LindsayKarp1

    Jun. 21, 2017
  • StevenChang21

    Feb. 27, 2017
  • JatinSharma106

    Feb. 22, 2017
  • DanielKoch12

    Feb. 16, 2017
  • IanHarman2

    Oct. 2, 2016
  • Cyborgnostic

    Jul. 13, 2016
  • InformationData

    Jun. 20, 2016
  • KurniaKurnia7

    May. 26, 2016
  • afnanbawyan

    Apr. 11, 2016
  • annadavidkova9

    Mar. 30, 2016
  • kdk815

    Mar. 6, 2016
  • jungeunkim5477

    Jan. 28, 2016

LUMA Partners presents “The State of Digital Video,” as presented at the VidCon conference on January 23, 2015. This presentation reviews some of the key topics discussed at the conference: the rise of digital video, the traditional TV model, and convergent video.

Vistas

Total de vistas

65.431

En Slideshare

0

De embebidos

0

Número de embebidos

3.580

Acciones

Descargas

1.161

Compartidos

0

Comentarios

0

Me gusta

245

×