navits main deck 21.07.15
TRANSCRIPT
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The VoD landscape has exploded – and the quality of offerings has diversified
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Firstly we asked you... What is the role for Premium VoD?
A mixture of disciplines
to give a rounded view:
Comms/Strategy
Digital
Audio/Visual
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The headlines
Advertising on Broadcaster VoD has 3.5x greater attention levels than advertising on YouTube.
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The headlines
Advertising on Broadcaster VoD has 3.5x greater attention levels than advertising on YouTube.
People are more receptive to advertising on Broadcaster VoD because they view it in the same relaxed state that they view the content
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The headlines
Advertising on Broadcaster VoD has 3.5x greater attention levels than advertising on YouTube.
People are more receptive to advertising on Broadcaster VoD because they view it in the same relaxed state that they view the content Viewers themselves perceive 4oD as a quality VoD platform, and accept the ads as part of the experience.
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A new and innovative measurement approach was needed
I like it.
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Real viewers in their own homes on their own devices
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New measurement technique
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Academic rigour
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Multi-Layered Methodology
36 respondents in 6 locations.
40 hours of footage.
Birmingham
Manchester
Southampton
Surrey
Herts
Essex
Online Survey of 1000 VoD users
Video / SCR data analysis
Follow-up in-home interviews
Eye Track and SCR test among viewers
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Advertising on Broadcaster VoD has
3.5 x greater attention levels than
advertising on YouTube
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4oD: Ads on tablet YouTube: Skipping. Not full screen YouTube: Skipping then full screen
4oD: Volume up for ads 4oD: Mid-roll attention 4oD: ads on Phone
4oD: Ads on laptop High 4oD Tablet: Attention on tablet Mid-Roll attention
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Calculating Attention to viewing
Broadcaster VoD
YouTube
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Not All Content is Viewed the Same
Broadcaster VoD
YouTube
78%
47%
Content
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78%
47%
Broadcaster VoD
YouTube Content
73%
20%
Advertising
3.5 X GREATER
ATTENTION to Broadcaster VoD ads vs YouTube ads
Broadcaster VoD maintains its attention levels for the advertising
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Broadcaster VoD
YouTube Content
Advertising
Difference in % attention drop between content and advertising
-6%
-57%
A validated view is not necessarily a guarantee of attention
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People are often surprised by their viewing behaviour
I like it.
“we all say
we don’t
watch the
ads….I am
amazed how
much focus
there is!”
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Broadcaster VoD and non-broadcaster platforms are not the same
Respondents dissect their viewing behaviour for us
BRIAN:
High attention
to Broadcaster
VoD Ad
DAVE:
Ignores Video
Ads in Text rich
environments
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Other common behaviours: Full screening (or not)
Most said they did not always full screen on YouTube
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Everyone claimed to skip the ads – and their behaviour bore this out
All of our respondents said
they skip the ads on
YouTube
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Broadcaster VoD viewing mimicking TV
Broadcaster VoD can hold
attention like a TV
programme
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People are more receptive to advertising
on Broadcaster VoD because they view
it in the same relaxed state that they
view the content.
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Viewers process the content and ads differently on different platforms
140%
100%
60%
Overall Mean
120%
80%
Brain Activity
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Viewers process the content and ads differently on different platforms
140%
100%
60%
Overall Mean Brain Activity 4OD Adverts
4OD Content ITV Content
ITV Adverts
120%
80%
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Viewers process the content and ads differently on different platforms
140%
100%
60%
Overall Mean Brain Activity 4OD Adverts
4OD Content ITV Content
ITV Adverts
120%
80%
You Tube Content
You Tube Advert
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Viewers process the content and ads differently on different platforms
140%
100%
60%
4OD Adverts
4OD Content ITV Content
ITV Adverts
120%
80%
Relaxed fluid state
You Tube Content
You Tube Advert
Overall Mean Brain Activity
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Viewers process the content and ads differently on different platforms
140%
100%
60%
You Tube Content
You Tube Advert
4OD Adverts
Distracted/Planning state
4OD Content ITV Content
ITV Adverts
120%
80%
Relaxed fluid state
Overall Mean Brain Activity
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Our respondents highlight the differences between Broadcaster VoD and YouTube
“You Tube ads
not quite so
acceptable”
“Distraction
on You Tube”
“Trade off
between ad
and content
length”
“[Broadcaster]
Ads are part of
the experience”
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Viewers themselves perceive
4oD as a quality VoD platform,
and accept the ads as part
of the experience
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Quality Content
Fun
Intelligent
Boring
Annoying
Looking forward to
The 4oD brand
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5%
Speed vs Agreement
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
-25% -20% -15% -10% -5% 0% 10% 15% 20% 25%
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
% A
gre
e
High
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5%
Speed vs Agreement
-25% -20% -15% -10% -5% 0% 10% 15% 20% 25%
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
% A
gre
e
AGREE / SLOW AGREE / FAST
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
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5%
Speed vs Agreement
-25% -20% -15% -10% -5% 0% 10% 15% 20% 25%
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
% A
gre
e
AGREE / SLOW AGREE / FAST
DON’T AGREE / FAST DON’T AGREE / SLOW
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
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AGREE / SLOW
5% -20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FAST DON’T AGREE / SLOW
-25%
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
% A
gre
e
•Unmissable
4oD is clearly a quality offering
•Quality Content
AGREE / FAST Look forward to • •Always Enjoyable
•Edgy
•Fun
•
Intelligent
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
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.. and not annoying or boring !
AGREE / SLOW
5% -20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FAST DON’T AGREE / SLOW
-25%
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
% A
gre
e
•Unmissable
•Quality Content
AGREE / FAST Look forward to • •Always Enjoyable
•Edgy
•Fun
•
Intelligent
Annoying • •Boring •Don’t trust
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
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And stands out above the other platforms on the quality metric
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
% A
gre
e
Quality Content
AGREE / SLOW
5% -20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FAST DON’T AGREE / SLOW
-25%
AGREE / FAST
•
•
•
• •
•
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
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Viewers expectations of 4oD are high
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
Always Enjoyable
AGREE / SLOW
5% -20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FAST DON’T AGREE / SLOW
-25%
AGREE / FAST
•
•
•
•
•
•
% A
gre
e
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
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Both 4oD and You Tube score highly on the fun factor
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
Fun
AGREE / SLOW
5% -20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FAST DON’T AGREE / SLOW
-25%
AGREE / FAST %
Ag
ree
•
•
• •
•
•
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
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But 4oD is the intelligent choice
Intelligent
AGREE / SLOW
5% -20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FAST DON’T AGREE / SLOW
-25%
AGREE / FAST %
Ag
ree
•
•
•
• •
•
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
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To Recap: Not All VoD Is The Same
Advertising on Broadcaster VoD has 3.5x greater attention levels than advertising on YouTube.
People are more receptive to advertising on Broadcaster VoD because they view it in the same relaxed state that they view the content Viewers themselves perceive 4oD as a quality VoD platform, and accept the ads as part of the experience.
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Implications
A view is not a guarantee of attention Premium content reflects well on the brand Distraction leads to lower ad processing
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What next for In VoD We Trust?
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THE END