Webinar co-hosted by me and Dave Morgan of Simulmedia.

1. YOUR
MUST-­‐KNOW
LIST
ABOUT
THE
FUTURE
OF
VIDEO
ADVERTISING
AMIT
SETH
EVP,
GLOBAL
MEDIA
PRODUCTS
NIELSEN
OCTOBER
2013
DAVE
MORGAN
CEO
AND
FOUNDER
SIMULMEDIA
#videoads

2. THE
COMING
CHALLENGES
AND
OPPORTUNITIES
TV
THOUGHT
LEADERS
DIGITAL
THOUGH
LEADERS
Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
CANDID
CONVERSATIONS
AROUND
THE
FUTURE
OF
VIDEO
ADVERTISING
WHAT
WILL
THE
POTENTIAL
REVOLUTION
AND
EVOLUTION
OF
THE
CROSS-­‐SCREEN
VIDEO
MARKETPLACE
LOOK
LIKE
IN
THE
COMING
YEARS?
2

3. WHAT
WE
HEARD
Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
TV
THOUGHT
LEADERS
DIGITAL
THOUGH
LEADERS
TV
isn’t
going
away
any
<me
soon,
but
we
also
need
to
engage
digital
audiences
Each
plaGorm
is
s<ll
too
silo’ed
3

4. Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
VIDEO
IS
BECOMING
EVEN
MORE
ACCESSIBLE
TV’s
have
been
in
US
homes
since
the
1950s
and
today,
283
million
Americans
spend
more
than
34
hours
per
person
watching
TV
each
week.
3/4ths
of
American
households
have
affordable,
high-­‐speed
Internet
access
Since
2010,
the
number
of
users
streaming
video
through
mobile
phones
has
more
than
doubled,
from
20
million
each
month
in
Q1
2010
to
45
million
in
Q1
2013.
Nielsen
Cross-­‐PlaUorm
Report,
Q1
2013.
4

5. WHERE
DO
YOU
FIT?
Poll
QuesRon
What
part
of
the
industry
do
you
work
in?
Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
A) AdverRser/brand
B) Agency
C) TV
Network
D) Online
Publisher/Ad
Network
5

6. Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
VIDEO
AD
MARKET
EXPANDING,
BUT
SEPARATE
Global
video
ad
spend
in
2012
was
a
4.3%
increase
over
the
previous
year.
$350
billion
,
BUYING
AND
SELLING
PROCESS
TV
Trust
TradiRonal
Nielsen
Global
AdView
Pulse
DIGITAL
ProgrammaRc
6

7. Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
MORE
DATA,
MORE
AUDIENCE
GRANULARITY
DATA-­‐
DRIVEN
AUDIENCE-­‐BASED
7

8. Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
INDUSTRY
WANTS
END-­‐TO-­‐END
MEASUREMENT
REACH
Who
did
my
program
or
ad
reach?
RESONANCE
How
did
it
change
aitudes?
REACTION
How
did
it
change
behavior?
8

9. Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
COMMON
MEDIA
METRICS
USED
TODAY
ONLINE
Impressions
Visitors
Unique
Visitors
(Unduplicated
Reach)
Brand
LiP
TV
Impressions
(GRPs)
Cost-­‐per-­‐click
Cost-­‐per-­‐acquisi<on
SALES
9

10. ONLINE
TV
Impressions
(GRPs)
REACH
Impressions
End-­‐to-­‐End
Measurement
Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
ADDITION
OF
GRANULAR
AND
CROSS-­‐
PLATFORM
METRICS
TIED
TO
SALES
Visitors
Viewers
Reached
Unique
Visitors
(Unduplicated
Reach)
Brand
LiP
RESONANCE
Unique
Viewers
Reached
Brand
LiP
REACTION
Cost-­‐per-­‐click
Purchase
Data
and
Behavioral
Targe<ng
Cost-­‐per-­‐acquisi<on
Customer
Data
SALES
Cross-­‐PlaGorm
Metrics
10

11. WHAT
ARE
THE
RESULTS
OF
MY
CAMPAIGN?
Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
INDUSTRY
ASK:
IMPLICATION:
More
robust
feedback
loop
Placements
more
accurately
idenRfied,
valued,
and
leveraged
—and
done
so
in
real-­‐Rme
11

12. WHAT
DO
YOU
NEED?
Poll
QuesRon
What
metrics
are
MOST
important
to
you
to
get
in
real-­‐Rme
today?
Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
A) Reach
and
Frequency
B) Resonance
Metrics
C) ReacRon
Metrics
12

13. CONVERGENCE
ACROSS
SCREENS
2013
TV
2016
Digital
Video
TV
2020
Digital
Video
TV
Digital
Video
$6B
Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
$69B
LITTLE
CROSS-­‐CHANNEL
BUYING
COORDINATION.
NO
INTEGRATION
$75B
$16B
SOME
CROSS-­‐CHANNEL
COORDINATION
&
INTEGRATION
$33B
$83B
FULL
CROSS-­‐CHANNEL
COORDINATION
&
INTEGRATION
Audience-­‐Based
ProgrammaRc
Source:
MyersBizNet
Media
and
MarkeRng
Investment
Data
and
Forecasts,
1/30/2013.
13

14. HOW
LONG
WILL
IT
TAKE?
Poll
QuesRon
How
many
years
do
you
think
it
will
take
to
get
to
full
convergence?
Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
A) 5
Years
B) 7
Years
C) 10
Years
D) 15
Years
E) 20
or
More
Years
14

15. CONVERGENCE
WILL
TAKE
PLACE…EVENTUALLY
Obstacles
exist
today
that
are
slowing
this
process
of
convergence
Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
INFRASTRUCTURE
TECHNOLOGY
CAPABILITIES
Separate
buying/selling
structures
Separate
Up
Fronts/New
Fronts
Broadband
volume
Measurement
technologies
DATA
LIMITATIONS
Consistent
metrics
Granularity
across
plaUorms
We
must
embrace
video
as
a
cross-­‐plaGorm
medium
15

16. Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
WHERE
WE’RE
HEADED
STATE
OF
CONVERGENCE
METRICS
ECONOMY
CONSIDERATIONS
FOR
TV
AND
DIGITAL
16

17. MODERATOR
PANEL
Amit
Seth
Dave
Morgan
EVP,
Global
Media
Products
Nielsen
CEO
and
Founder
Simulmedia
Lauren
Wiener
President,
Global
Sales
and
MarkeRng
Tremor
Video
Brian
Wieser
Senior
Analyst
Pivotal
Research
Group
Paul
Marcum
Director,
Global
Digital
MarkeRng
&
Programming
GE

18. Copyright
©2013
The
Nielsen
Company.
ConfidenRal
and
proprietary.
ADDITIONAL
INFORMATION
•
LEARN
MORE
as
Nielsen
and
the
ANA
discuss
the
results
of
our
recent
industry
survey
on
mul<-­‐screen
adver<sing
effec<veness:
•
Webcast:
Op<mizing
integrated
mul<-­‐screen
campaigns
•
Date:
Thursday,
November
21
•
Time:
10:00
am
-­‐
11:00
pm
Pacific
/
1:00
pm
-­‐
2:00
pm
Eastern
•
Register:
hdp://<nyurl.com/Nielsenmul<-­‐screen
#videoads
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