Is Measurement Holding Back Video’s Growth? Uncovering metrics that matter most to advertisers in a converging world of screens October 19, 2015 1
BEHIND EV ERY G REA T M ED IUM IS G REA T M EA SUREM ENT 1944 1999 After launch of the BBM Canada Launches WWW in 1991, Media during Radio’s Heyday Metrix first to offer digital measurement in 1915 1952 Canada Launch of ABC BBM introduces TV ushers in Golden measurement service Age of Newspapers coinciding with first Canadian stations 2
CANADIAN GROWTH HAS BEEN UNPRECEDENTED 93% 25% of Millennials more time with video than 75% watch online video* American counterparts – Most Netflix subscribers outside of US of Canadians watch online 26% 53% video* use internet-connected typically watch video Content online only device while watching TV, i.e. Second Screening* – up 44% YOY** Source: *Videology/Marketing Magazine survey, Jan 2015; ** comScore/Google, 3 Feb-Mar 2015; ^comScore, March 2015; ^^SNL Kagan, 2015
BEHIND EV ERY G REA T M ED IUM IS G REA T M EA SUREM ENT CONVERGENCE ? 1944 1999 BBM Canada After launch of the Launches during WWW in 1991, Media Radio’s Heyday Metrix first to offer 1915 1952 digital measurement Launch of ABC BBM introduces TV in Canada ushers in Golden measurement service Age of coinciding with first Newspapers Canadian stations 4
VIDEO MEASUREMENT HASN’T KEPT UP 48% What are the biggest 37% Challenges surrounding video advertising? 48% Measuring Campaign 37% Measuring Audiences Performance Across Screens 5 SOURCE : Videology/Marketing Magazine survey, 100 marketers, Jan 2015
“What gets measured, gets done.” - Lord Kelvin 1824-1907 6
A M ULTI- TIERED A PPRO A C H TO M EA SUREM ENT Campaign Metrics Brand Metrics Sales ROI • Performance Metrics: CRT, Completion • Brand Awareness • Online or Offline • Reach: • Intent to Purchase sales tied to ad GRPs, TRPs, Viewability, • Favorability exposure Frequency • In-Target Delivery: Audience Verification 7
WHERE ARE WE NOW? Video Campaigns by Device Campaign Objectives 64% Mobile 55% Only 2% PC & 38% Mobile 45% 33% PC Only 50% <1% CROSSSCREEN 12% PC, Brand Impact/ 7% 5% Mobile, Sales Conversion OTT OTT only 12% 3% Audience Verification VTR CTR Reach GRPs Viewable Rate 8 SOURCE : Videology Platform, Canadian Impressions, Q2 2015
Where are we headed? U.S. Cross-screen Measurement Across TV and Digital Video DIGITAL AD RATINGS TV RATINGS 9
Where are we headed? Canadian Cross-screen Measurement Across TV and Digital Video DIGITAL AD RATINGS TV RATINGS 10
WHY DOES IT MATTER? Brand Lift Offline Sales SALES LIFT OF MULTI-DEVICE VS. DIGITAL TARGETING 32.3% Brand Lift 22.5% 21.8% Over 70.8% 6x Higher 13.2% Nielsen Norms Videology Norms Online + TV Online Purchase Online Demo Targeting Targeting Targeting UNITS VELOCITY (units per 100HHs) 11
Thank You! Scott Ferber, Chairman & CEO Videology Questions? Email me at: Scott@videologygroup.com @scottferber 12
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