yume + lg at dbs: debunking the myths of video advertising and connected tv
DESCRIPTION
Join YuMe, LG, Razorfish, and Accedo for a look at common CTV myths around scale, demographics, content, creative, and measurement. From high level insight and the latest CTV research, learn why CTV is working now, why it’s worth investing in, and the value of reaching consumers on the biggest screen in a low clutter environment. Speakers: Christie Hartbarger, vp, strategic alliances and field marketing, Yume Megan Tweed, vp media, Razorfish Wendell Wenjen, director, advertising and interactive TV platforms, LG David Adams, vp corporate development, AccedoTRANSCRIPT
De-Bunking the Myths Around Connected TV
2 ©2012 YuMe. All rights reserved. CONFIDENTIAL
Speakers
LG
Wendell Wenjen, Director, Advertising &
Interactive TV Platforms
Razorfish
Megan Tweed, VP Media
Accedo
David Adams, VP Corporate Development
YuMe - moderator
Christie Hartbarger VP Strategic Alliances &
Field Marketing
©2012 YuMe. All rights reserved. CONFIDENTIAL
What is a connected TV?
A “connected TV” is a TV connected to the Internet
3
Smart TV Blu-ray Player
Game Console
Set-Top Box
4
Myth #1 Connected TV has no scale
©2012 YuMe. All rights reserved. CONFIDENTIAL
Source: eMarketer Jan 2013, includes households with at least one connected TV set, where at least one person of any age uses the internet through a connected TV at least once per month.
Almost 1/3rd of US HHs Are Actively Using Connected TV
5
29% connected TV US household penetration in 2013
6 ©2012 YuMe. All rights reserved. CONFIDENTIAL
Growth & Activation of Connected Devices
Source: Monetizing Apps on Connected Devices , 2012 Parks Associates
7Source: Interpret & Discovery Communications “The Evolution of TV Everywhere” Oct 2012
Myth #2 Only young
men are using CTV
8 ©2012 YuMe. All rights reserved. CONFIDENTIAL
Source: YuMe, “The Who, What, Where, When , Why and How of Connected TV & Advertising,” in conjunction with Frank N, Magid Associates Aug 2012
Usage is Slightly Male Skewed but Within Multi-member HHs
93%90% of other members are using the devices
58% male
42% female
of connected TV users live in multi-member Households
34 mean age
9 ©2012 YuMe. All rights reserved. CONFIDENTIAL
Families Also Love CTV!
10Source: Interpret & Discovery Communications “The Evolution of TV Everywhere” Oct 2012
Myth #3 On CTV: everyone is just watching
Netflix
11
48% of CTV Users Are Frequently Using Non-Netflix Apps
12 ©2012 YuMe. All rights reserved. CONFIDENTIAL
Connected TV. Moving Beyond Broadcast.
Source: YuMe, “The Who, What, Where, When , Why and How of Connected TV & Advertising,” in conjunction with Frank N, Magid Associates Aug 2012
stream movies from the Internet several times a week or more often
watch movies that cannot be found on TV or cable
watch high quality, professionally produced full length video programs or short videos you cannot find on TV or cable
54%
46%
67%
13
Myth #4 CTV ads are
mostly pre-roll
Source: Interpret & Discovery Communications “The Evolution of TV Everywhere” Oct 2012
©2012 YuMe. All rights reserved. CONFIDENTIAL
14
Smart TVs Provide First Impression Placements Throughout Their Content Discovery Pages
15 ©2012 YuMe. All rights reserved. CONFIDENTIAL
Source: Oooyala Global Video Index Report Q3 2012; YuMe & IPG Media Lab, “Are All Screens Created Equal?” Sept 2012; Altman Vilandrie & Co., “2012 Consumer Video Research” in partnership with Research Now, Sept 2012
Connected TV Represents a Low Clutter, Branding Environment
»highest video completion rate of all devices
»38% unaided ad recall compared with 27% (lowest) on Linear TV
16
Myth #5 Campaign
learning's are too limited
Source: Interpret & Discovery Communications “The Evolution of TV Everywhere” Oct 2012
17 ©2012 YuMe. All rights reserved. CONFIDENTIAL
Learning’s Are Improving Quickly
Impressions (with 3rd party tracking)
Video completion rates
Interaction rates
Brand lift
Delivery by day or day-part
Delivery by hour (for larger campaigns)
Performance by creative (to better understand
creative best practices, by product, call to action, etc)
©2013 YuMe. All rights reserved. CONFIDENTIAL
18
Slowly but Surely, Brands Are Embracing CTV
Source: Forrester/ANA 2012 US TV And Everything Video Online Survey; DIGIDAY, “Video State of the Industry Report Q1 2012”
US marketers not currently experimenting with Internet-connected TV online video streaming ads, planning to in 2013 (higher than PC, tablet, and smartphone)
28%
Advertisers/agencies spent on connected TV ads in 2012 vs. 26% of publishers who support connected TV
39%Advertising demand on connected TV is outpacing publisher support!
Thank you!