Notes: Global internet consumption grew by almost 84% between 2010 and 2014, driving overall media consumption growth of 5.1%, to 485 minutes per day, according to estimates released by ZenithOptimedia. Exposure to outdoor advertising was the only traditional medium to show an increase during that 5-year period, of 1.2%, with time spent with TV (-6%), print newspapers (-25.6%) and print magazines (-19%) all declining. Nevertheless, TV still dominated global media consumption last year at an average of 183.9 minutes per day, 68% higher than internet consumption (109.5 minutes/day).
TV is expected to still account for more than one-third (34.7%) of global media consumption by 2017, though time spent watching broadcast programs on TV sets is expected to decline by 1.7% per year. By contrast, time spent accessing the internet is predicted to grow by 9.4% per year between 2014 and 2017.
Source: FreeWheel [download page]
Notes: Premium digital video ad views continue to migrate to devices outside of desktops and laptops, per FreeWheel’s latest quarterly report, with strong growth in particular coming from smartphones, which accounted for 17% of overall views, more than double a year earlier. OTT Devices also demonstrated rapid growth year-over-year, though their 8% share was consistent with the previous quarter.
In other study results:
- Authenticated viewing accounted for 57% of long-form and live monetization for programmers (MVPDs) in Q1, more than double the 25% share from a year earlier;
- OTT devices continue to represent the second-largest share of authenticated ad views, at 19% in Q1;
- Overall video views grew by 40% year-over-year and video ad views by 43%, driven by live and long-form viewing;
- Tablets and OTT devices continue to be used primarily for long-form (20+ minutes) and live viewing, with the opposite true for desktops/laptops and smartphones; and
- Ad completion rates were almost as high for post-roll (72%) as for pre-roll (73%) videos.
Source: Leichtman Research Group (LRG)
Notes: Although the pay-TV subscriber market continues to be larger than the broadband subscriber market, that gap continues to narrow, per the latest data from LRG. The results indicate that the top broadband providers – representing roughly 94% of the market – added about 1.2 million subscribers in Q1 2015, bringing their total to 88.5 million. Cable companies had a particularly strong quarter, with a net gain of slightly more than 1 million subscribers, their largest net add since Q1 2008.
By comparison, they didn’t fare so well with pay-TV subscribers. Indeed, the top 9 cable companies shed roughly 60,000 video subscribers in Q1, though that wasn’t much worse than in Q1 2014, when they lost around 50,000. Overall, though, the top pay-TV providers (representing about 95% of the market) had a weak first quarter, adding only around 7,000 subscribers overall. That’s despite this being traditionally a strong quarter: last year, these providers added more than 250,000 video subscribers in Q1.
Indeed, the top telephone providers (+140,000) had the fewest net adds since Q4 2006, while the top DBS companies (+52,000) had the fewest of any first quarter since LRG began tracking the pay-TV market.
New premium channel standalone streaming services aren’t killing pay TV, and neither are veteran over-the-top (OTT) subscription video-on-demand (SVOD) services such as Netflix and Hulu. In fact, a December 2014 study by Horowitz Research found that having a multichannel cable subscription had plenty of benefits over relying solely on an OTT service.
The study looked at multiplatform viewers—those who watch at least 1 hour of TV and video content a day and spend at least 20% of their viewing time streaming TV and video content to their TV, computer or mobile device. Despite being the “core market” for OTT SVOD services, responses indicated ! that the group was still largely open to multichannel services as well, with half subscribing to both. In all, more than six in 10 were multichannel subscribers.
Multiplatform TV viewers with multichannel services cited several advantages to not relying solely on OTT video, with access to a wide variety of content and cable networks the top reasons. Being able to watch programs easily on TV and avoid internet connection issues were also key advantages, as were access to broadcast networks, the ability to sit back and surf TV channels and the option to watch TV drama live.
2014 wasn’t a great year for Internet security. Between the giant Sony hack that’s being called one of the biggest corporate breaches in history to the iCloud hacks that exposed celebrities’ private photos, there have been plenty of reminders of the dangers of cyber space.
In its second annual View From Around The Globe poll, Microsoft surveyed internet users worldwide to see how differently people view consumer technology. This year, users in almost every country polled said that technology has a negative impact on privacy, with India being the only exception.
That’s a five-point increase compared to last year’s study.
“Privacy has been a concern but there’s no question that it’s reaching much higher levels than we’ve seen before,” Mark Penn, Microsoft’s chief strategy officer, said to Business Insider.
Most internet users also said they do not feel that they are completely aware of the information that’s being collected about them.
There was a strong consensus in how legal matters relating to the internet should be handled, too. Most of those surveyed felt internet users should be governed by the local laws of the country in which they live— not the local laws of wherever the internet service provider is based.
“They want to know what’s being collected,” Penn said. “And they’re looking for local laws to govern! .”
The study took place between Dec. 17, 2014 and Jan. 1, 2015, with “developed” countries being defined as the United States, France, Germany, Japan, and South Korea. “Developing” countries referred to in the study include Brazil, India, Russia, China, Turkey, South Africa, and Indonesia. Global research-based consultancy Penn Schoen Berland did the polling.
Word-of-mouth (W-O-M) remains the the most effective marketing channel for generating new leads and customers, according to SMBs responding to a recent BrightLocal survey. Asked to choose from 12 online and offline channels, 28% indicated W-O-M to be their most effective, up from 26% the previous year. Online marketing channels – which appear to be gaining in appe! al among respondents – comprised the next 3 most-effective.
Specifically, 1 in 5 respondents reported that SEO is their most effective marketing channel, with 15% citing online local directories and 10% email marketing.
(For the purposes of the study, W-O-M was considered an offline medium. Social media was not among the marketing channel options listed.)
The importance of SEO is reflected in respondents’ perspectives concerning success metrics: search engine rankings emerged as a more prioritized metric than the number of customers walking through the door, although phone calls to the business are respondents’ most important metric.
There’s no shortage of survey research around cord-cutters—consumers who are getting rid of their pay TV subscriptions—but there’s more hysteria than fact, according to a new eMarketer report, “Key Digital Trends for 2015: What’s in Store—and Not in Store—for the Coming Year.”
Yes, some consumers are cutting the cord, but they’re in the low single digits percentagewise. A more real behavior is cord-shaving, where consumers reduce what they spend, rather than eliminating it altogether.
Individuals in all age groups are still watching a ton of TV the traditional way, even millennials.
Of course, now that HBO has anno! unced pl ans to offer HBO GO as a standalone service, all of that could change, especially as other networks rush to follow suit. So, as they say, don’t touch that dial: Unbundling could accelerate consumers’ latent thirst for cord-cutting.
What that means is you need to pay close attention to consumers’ shifting video consumption habits. TV is holding steady. It’s still the media big dog … for now. But mobile is the channel that’s growing. With all the time, money and attention flowing to digital video, marketers that lack deals with content owners and dynamic advertising are going to miss the boat.
Word-of-mouth tops online reviews and traditional advertising as the top influencer of purchase decisions, finds a Razorfish survey [download page] of online consumers across 4 key markets. The study is the latest to demonstrate the importance of word-of-mouth, which has been found to be a key influence among various groups ranging from college students to female empty nesters.
In the Razorfish study, the ranking of 5 measured purchase influencers (ranked by percentage of respondents rating them as influential) broke out as follows for US and UK consumers:
- Online reviews from other consumers;
- Online reviews from industry experts;
- Traditional advertising (TV, radio, print); and
- Social media posts from friends/family.
It’s interesting to note that these respondents rated online reviews from other consumers as being more influential then expert reviews, following a theme seen in other research.
We’re coming up on the all-important holiday season, in which retailers will be giving away coupons and special promotional offers in hopes of boosting awareness and selling out their wares. But for those retailers, what’s the best way to actually reach consumers?
Based on Accenture data charted for us by BI Intelligence, email is still the most effective method for consumers receiving and using coupons — by a wide margin. Around 44% of US shoppers said they prefer all their offers to come through email, and surprisingly, physical printed “snail” mail is the second-most preferred method. In-store offers can be somewhat effective, but if you want customers to take advantage of a special deal, relying on texts and social media might not be the way to go.
There’s been so many billion-dollar startups these days that it’s almost starting to feel routine in tech.
Slack, an enterprise work collaboration app, is the latest one to join the club. It announced on Friday that it’s raising $120 million at a $1.1 billion valuation.
It’s hard to imagine a company as young as Slack — it launched publicly in February — to be worth more than a billion dollars. But when you’re growing as fast as it is, especially in the enterprise space, anything is possible.
When we asked Slack CEO Stewart Butterfield about it, he agreed his company’s numbers are still small in absolute terms. But the $1.1 billion valuation has more to do with the rapid growth it’s been seeing, and the fact that it hasn’t spent a dime in sales and marketing, he said.
“We still have a long way to grow to justify the valuation,” Butterfield told Business Insider. “But it’s largely on the basis of the trajectory that we’re on, and most of all, because that’s just been happening organically.”
According to Slack, more than 30,000 active teams send over 200 million messages each month. It has more than 73,000 paying customers, and it’s adding $1 million in annual recurring revenue (ARR) every month. At that pace, Slack would surpass $10 million in ARR this year, and become the fastest-ever software-as-a-service (SaaS) company to do so.
For comparison, Butterfield m! entioned Workday, a publicly traded enterprise SaaS company that’s now worth $17.8 billion. Butterfield said it’s not an entirely fair comparison, since Slack and Workday are in different businesses, but it took Workday about three years and roughly $30 million in sales and marketing — while losing about $75 million in total — to get to $10 million in ARR.
“We’ve established that people would pay for us. Slack is being valued based on its ability to make money rather than something more speculative,” Butterfield said.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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