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Mixx IAB 2009 - Video
1. The Future of Television and Online Video Sept 21, 2009
2. 62% of marketers believe the effectiveness of TV advertising has decreased since 2006. Source: ANA and Forrester Research, 2008
3. 62% of marketers believe the effectiveness of TV advertising has decreased since 2006. Source: ANA and Forrester Research, 2008 McKinsey: By 2010, traditional TV advertising will be 1/3 as effective as it was in 1990!
8. Reality Check! Audience size Watching weekly 290 Million* 144 million*** 249 million** 53 million*** Source: *Nielsen Media Research, 2009; **BIGresearch, 2008 (86% of TV watchers); ***eMarketer, 2009 (based on aggregated data, about 37% of online video watchers watch weekly)
9. Reality Check! Audience size Watching weekly 290 Million* 144 million*** 249 million** 53 million*** Source: *Nielsen Media Research, 2009; **BIGresearch, 2008 (86% of TV watchers); ***eMarketer, 2009 (based on aggregated data, about 37% of online video watchers watch weekly) Watch an average of 4.7 hours per day --Nielsen, 2009 View online video < 4 hours per month 3.8 hours …… comScore 3.6 hours …… CTAM 3.5 hours …… Nielsen
10. Reality Check! Audience size Watching weekly 290 Million* 144 million*** 249 million** 53 million*** Source: *Nielsen Media Research, 2009; **BIGresearch, 2008 (86% of TV watchers); ***eMarketer, 2009 (based on aggregated data, about 37% of online video watchers watch weekly) Watch an average of 4.7 hours per day --Nielsen, 2009 View online video < 4 hours per month 3.8 hours …… comScore 3.6 hours …… CTAM 3.5 hours …… Nielsen According to Ball State University , based on actual observance of consumer behavior, online video accounts for only 1% of total video viewing time
11. What Are Online Video Viewers Watching? Short form = 83% of online video viewing (Nielsen, 2009) 8 of the top 10 most-popular video genres are short form --Frank Magid Assoc, 2009
12. What Are Online Video Viewers Watching? Short form = 83% of online video viewing (Nielsen, 2009) 8 of the top 10 most-popular video genres are short form --Frank Magid Assoc, 2009 % Watching Full- Length TV Shows: 28% --eMarketer, 2009 % of Internet Users Watching Full Length TV Shows Online: Blinkx/Harris Interactive…….. 44% Deloitte*……………………… 37% Conference Board…………... 36% Pew…………………………… 35% TNS (AOL/Google)**………… 29% eMarketer…………………….. 28% AvenueA/Razorfish***……….. 27% Nielsen Online*…………….. .. 25% Forrester* …………………….. 25% Ofcom………………………….. 23% Knowledge Networks………… 21% *Weekly usage; **past month usage; ***frequent or regular usage; ***adults viewing in past 3 months
13. What Are Online Video Viewers Watching? Short form = 83% of online video viewing (Nielsen, 2009) 8 of the top 10 most-popular video genres are short form --Frank Magid Assoc, 2009 % Watching Full- Length TV Shows: 28% --eMarketer, 2009 % of Internet Users Watching Full Length TV Shows Online: Blinkx/Harris Interactive…….. 44% Deloitte*……………………… 37% Conference Board…………... 36% Pew…………………………… 35% TNS (AOL/Google)**………… 29% eMarketer…………………….. 28% AvenueA/Razorfish***……….. 27% Nielsen Online*…………….. .. 25% Forrester* …………………….. 25% Ofcom………………………….. 23% Knowledge Networks………… 21% *Weekly usage; **past month usage; ***frequent or regular usage; ***adults viewing in past 3 months Are marketers tuning in?
14. % of US companies deploying some form of online video *Among senior-level marketing executives with over $1.0 million ad budgets Convergence!
15. % of US companies deploying some form of online video *Among senior-level marketing executives with over $1.0 million ad budgets Convergence!
17. US online video ad spending, in millions US online video ad spending, in millions Source: eMarketer, March, 2009 4.3%
18. US online video ad spending, in millions US online video ad spending, in millions Source: eMarketer, March, 2009 MAGNA Global…… $699 LiveRail…………… $876 Oppenheimer…….. $900 Barclays………….. $917 SNL Kagan………. $980 Piper Jaffray……... $1,006 eMarketer………… $1,054 BMO Capital……... $1,200 Citi……..…………. $1,447 4.3%
19. US online video ad spending, in millions US online video ad spending, in millions Source: eMarketer, March, 2009 MAGNA Global…… $699 LiveRail…………… $876 Oppenheimer…….. $900 Barclays………….. $917 SNL Kagan………. $980 Piper Jaffray……... $1,006 eMarketer………… $1,054 BMO Capital……... $1,200 Citi……..…………. $1,447 Growth Rate for 2009: Oppenheimer……… 10% Barclays…………… 25% MAGNA Global…… 32% Piper Jaffray………. 37% SNL Kagan……….. 41% eMarketer………… 44% Barclays………….. 45% Citi…………………. 50% BMO Capital………. 56% 4.3%
26. Let’s talk… Tim Hanlon Vivaki Tara Maitra Geoff Ramsey CEO eMarketer Avner Ronen Boxee Peter Naylor NBC Get the full deal: [email_address] TWITTER: @GeoffRamsey
27. Let’s talk… Tim Hanlon Vivaki Tara Maitra Geoff Ramsey CEO eMarketer Avner Ronen Boxee Peter Naylor NBC