traditional tv

How TV and Online Video Consumption Stack Up

source: http://www.marketingcharts.com/wp/television/how-tv-and-online-video-consumption-stack-up-36594/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Nielsen-TV-v-Online-Video-18-24-YO-Sept2013Online video has become an increasingly popular advertising channel, with many marketers shifting budgets from TV to fund those efforts (see here, here, and here). Such a response might imply that traditional TV consumption is falling off a cliff, succumbing to the soaring rise of online video. While TV and online video consumption are no doubt linked, looking only at their isolated trends can prove misleading, masking what continues to be a vast gap in consumption.

[Disclaimer: this is an agnostic look at consumption figures. It does not take into account attention paid to the medium, advertising effectiveness, or other such variables, for which one medium may be preferred to the other. It is simply an attempt to put in context the amount of time being spent with these various media.]

It’s true that TV’s audience has seemingly plateaued: according to Nielsen’s cross-platform reports (the latest of which can be downloaded here), the number of Americans aged 2 and up who watch traditional TV dipped by 0.2% year-over-year in Q2 2013, after declines of 0.1% in Q1, 0.2% in Q4 2012, 1.1% in Q3, and 1.7% in Q2. By contrast, the number of mobile subscribers watching video on a mobile device continues to grow by leaps and bounds, with the latest year-over-year increase at 36.5%. (Curiously, Nielsen’s figures show online video’s reach as being down by more than 7% year-over-year. Recent data from comScore indicates that reach has increased throughout this year.)

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Thursday, September 12th, 2013 news No Comments

Why Click On A Smart TV Ad?

source: http://www.marketingcharts.com/wp/television/why-click-on-a-smart-tv-ad-36566/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

YuMeLGNielsen-Reasons-Clicking-Smart-TV-Ad-Sept2013Smart TV ads are quite effective, with full package ad buys potentially outperforming traditional TV on several advertising and brand metrics. So say YuMe and LG in a new study [download page] conducted by Nielsen among a small pilot group of US participants. In a larger follow-up survey of smart TV users in the US, the researchers examine the reasons given for clicking on a smart TV ad. Not surprisingly, most said it was because they were interested in the advertised product or brand.

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Wednesday, September 11th, 2013 news No Comments

Are Young People Watching Less TV? (Updated – Q2 2013 Data)

source: http://www.marketingcharts.com/wp/television/are-young-people-watching-less-tv-24817/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Nielsen’s most recent study indicates that the 18-24 group, for example, watched a weekly average of roughly 21-and-a-half hours of traditional TV during Q2 2013, exactly one hour less than they did in Q2 2012. That equates to a little less than 9 minutes per day.

Of course, compared to two years ago (Q2 2011), the drop-off is more stark, reaching nearly 24 minutes per day, almost the length of a sitcom episode.

Traditional TV viewing by 18-24-year-olds has now dropped on a year-over-year basis for at least 6 consecutive quarters. Here’s what that decline looks like:

  • Q2 2013 vs. Q2 2012: 9 minutes per day
  • Q1 2013 vs. Q1 2012: 11 minutes per day
  • Q4 2012 vs. Q4 2011: 20 minutes per day
  • Q3 2012 vs. Q3 2011: 17 minutes per day
  • Q2 2012 vs. Q2 2011: 15 minutes per day
  • Q1 2012 vs. Q1 2011: 13 minutes per day

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Wednesday, September 11th, 2013 news No Comments

drag2share: These 5 Mobile Video Data Points Will Blow Your Mind

source: http://feedproxy.google.com/~r/businessinsider/~3/DYf8l-ZfTtQ/5-mobile-video-data-points-2013-7

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Mobile video has begun to accumulate scale, and has also turned out to be one of the few types of mobile content — along with games — that monetizes reliably and drives premium ad rates.

In a recent reportBI Intelligence breaks down the mobile video ecosystem, analyzing the behavior and devices behind the growth in consumption, and examining the demographics and behavior of mobile video consumers. We specifically detail how mobile video monetization is booming, and look at the new video ecosystem that is taking shape, with mobile devices — rather than television — at the center. The report is full of charts and data that can be downloaded and easil! y be put to use.

Access The Full Report And Data By Signing Up For A Free Trial Today >

Here are five data points from the report that underscore the explosion:

1. 41%: In April 2012, only 20% of U.S. smartphone owners said they watched a video on their phone at least once a month. Only nine months later, in January 2013, that number had shot up to 41%.

2. 3.7%: Tablets are doing the heavy lifting. Two video-related activities — playing videos and sharing them — are among the top ten favorite things to do for tablet users. Although there are far fewer tablets in circulation than smartphones, tablets account for 3.7% of all online video hours watched globally, compared to 4.5% for smartphones. Further growth in tablet sales will therefore likely result in outsize mobile video growth.

3. 63%: Tablet users watch video according to patterns similar to those of traditional TV audiences. For example, tablet video viewers tend to spend most of their time on longer videos. Tablet owners s! pent 63% of their time on video sessions over 10 minutes in length.

4. 10x: Mobile ad platform Nexage reported in December that video-enabled mobile ads drew a premium as high as 10 times the CPM — or cost per thousand impressions — of a standard mobile ad. Flurry has boasted of eCPMs of $10 or more for its mobile video ad units.

5. $520 million: The mobile video ad market is growing rapidly. Mobile video will account for $520 million in ad spending in the U.S. this year, or 13% of the digital video ad market. 


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Tuesday, July 9th, 2013 news No Comments

UK Youth Think Digital First for Advertising

Source: http://www.emarketer.com/Article/UK-Youth-Think-Digital-First-Advertising/1009880

Research shows a skew towards digital advertising among younger consumers in the UK. Over 40% of 14- to 17-year-olds believe that digital ads have greater influence than traditional TV or print ads.

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Friday, May 10th, 2013 digital No Comments

AOL’s Plan To Steal TV Ad Dollars Is Totally Working

Source: http://www.businessinsider.com/aols-plan-to-steal-tv-ad-dollars-is-totally-working-2013-4

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AOL just got its online video programming included in Mediaocean, the software platform that media buyers use to plan TV budgets, Ad Age reports.

We suggested last year that AOL’s long-term vision for its ad sales operations was to syphon off some of the $50 billion currently going into traditional TV budgets.

This looks like part of that plan. Ad Age says:

It’s super-technical and back-office, but when media planners allocate money, they use [Mediaocean] software, and [AOL video chief Ran] Harnevo believes the move will allow advertisers to move TV dollars to video elsewhere seamlessly, if they choose to do so. That, combined with Nielsen online campaign ratings, will mean TV can be compared to digital video on the apples-to-apples basis of reach and frequency, rather than web metrics like views or time spent.

The plan is paying off financially for AOL. Total revenues were $1.4 billion last year, up 8%. Ad revenues are now 65% of all AOL’s revenues, up from 53% in 2010.

There’s only been one hitch along the way: The departure of former ad chief Ned Brody for Yahoo!. CEO Tim Armstrong is temporarily filling those duties.

Here’s the breakdown (below). Note that the real growth is in AOL’s third-party network ad business. Here’s an example of one of its recent video syndication deals.

AOL

 

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Tuesday, April 30th, 2013 news No Comments

CBS tries multi-stage syndication for The Good Wife on Amazon Prime, Hulu Plus and TV

Source: http://www.engadget.com/2013/03/14/cbs-tries-multi-stage-syndication-for-the-good-wife/

CBS tries multiplatform syndication for The Good Wife on Amazon, Hulu Plus and TV

Almost by definition, TV syndication in the modern era leads us to wonder just where and when we’ll get to see a show online. For CBS’ The Good Wife, streaming on third-party services will be a cornerstone of an uncommon, multi-step syndication strategy that puts the internet first. The drama will be available for Amazon Prime Instant Video subscribers starting March 14th, expanding beyond its existing availability for purchase. Hulu Plus members, meanwhile, will get their own turn at streaming in September. Traditional TV will still be around, but it’s notably pushed to the back of the queue — Hallmark won’t have airing rights until January 2014, and most other broadcasters will be denied until a year after Hulu. The new approach another sign that CBS’ one-time cold shoulder to some forms of digital distribution is growing warmer and warmer.

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Thursday, March 14th, 2013 news No Comments

1 Million Fewer American Households Watched TV Last Year

Source: http://www.businessinsider.com/1-million-fewer-american-households-watched-tv-last-year-2013-2

Nielsen last week took a symbolic step toward helping the biz monetize TV viewing done via the Internet. But reaction to the ratings service’s decision to add Internet-connected TV sets to its formal definition of a “TV household” was muted among execs because it addresses only part of the vexing measurement challenges facing traditional TV nets.

Nielsen had been grappling with adjusting the definition in order to count homes that only receive programming via broadband connections as part of the universe of TV homes. The decision unveiled to TV and advertising execs on Thursday had been expected (Daily Variety, Jan. 10).

New definition doesn’t encompass homes where viewers only receive TV via tablets and smartphones.

Underscoring the shift in behavior, Nielsen’s estimate of the number of U.S. TV households has dropped in recent years, sliding from 115.9 million in 2011 to 114.6 million in 2012.

And some can be attributed to cord-cutting and “cord nevers,” or the rise in the number of younger viewers who rely on Internet-delivered sources and have never subscribed to cable, satellite or telco service.

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Tuesday, February 26th, 2013 news No Comments

1 Million Fewer American Households Watched TV Last Year

Source: http://www.businessinsider.com/1-million-fewer-american-households-watched-tv-last-year-2013-2

tv girl shoes

Nielsen last week took a symbolic step toward helping the biz monetize TV viewing done via the Internet. But reaction to the ratings service’s decision to add Internet-connected TV sets to its formal definition of a “TV household” was muted among execs because it addresses only part of the vexing measurement challenges facing traditional TV nets.

Nielsen had been grappling with adjusting the definition in order to count homes that only receive programming via broadband connections as part of the universe of TV homes. The decision unveiled to TV and advertising execs on Thursday had been expected (Daily Variety, Jan. 10).

New definition doesn’t encompass homes where viewers only receive TV via tablets and smartphones. The growth of viewing on tablets is seen as a big driver of second-screen multi-tasking activities surrounding TV shows, particularly among younger viewers. Not being able to capture the viewing among auds who are highly engaged with programming is frustrating to bizzers.

There’s also the issue of how to count viewing done via VOD and Web streaming platforms where the program’s commercial load does not match up with the spots aired during the linear telecast. As such, the industry’s goal of achieving an omnibus number that captures how many people watch a particular program over a given time frame (and there’s even a healthy debate about the best time parameters) remains far out of reach, for now.

Underscoring the shift in behavior, Nielsen’s estimate of the number of U.S. TV households has dropped in recent years, sliding from 115.9 million in 2011 to 114.6 million in 2012. Some of the drop can be attributed to the disruption of the broadcast biz’s transition to all-digital signals in 2009, which left behind a small percentage o! f Americ ans with older TV sets.

And some can be attributed to cord-cutting and “cord nevers,” or the rise in the number of younger viewers who rely on Internet-delivered sources and have never subscribed to cable, satellite or telco service.

Regardless of the reason, the decline in the TV household universe estimate is alarming for industryites, especially amid other reports that many Americans are watching more TV than ever before precisely because there are so many options for viewing.

The number of homes that will be added to the total TV universe under the new definition, to take effect in the 2013-14 season, is less than 1%. In discussions with network execs and Madison Avenue, Nielsen characterized the definition shift for fall 2013 as a first step. The company that provides the ratings that are the currency of ad-supported TV is clearly continuing to feel the pressure to crack the multiplatform-measurement conundrum.

“On the path to capturing all viewing in all homes, this foundational change addresses the lion’s share of viewing, in effect including any home with a TV that can receive video via an external source,” said Pat McDonough, Nielsen’s senior veep of insights and analysis.

(Andrew Wallenstein contributed to this report.)

Click here for more television news on Variety.com.

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Tuesday, February 26th, 2013 news No Comments

How Mobile Is Waging Battle For The Multi-Screen Living Room

Source: http://www.businessinsider.com/bii-report-how-mobile-is-waging-battle-for-multi-screen-living-room-2012-12

fFor over a decade, big tech companies, including IBM, Apple, and Microsoft, have been promising to take over the living room.

But home entertainment has proved a hard business to crack, and consumers remain tied to their TVs and panoply of set-top devices.

In a new report from BI Intelligence, we examine the distinct scenarios via which mobile devices will wage their battle for the living room, analyze what happens when screens collide and how the new multi-screen living room will actually function, and detail the opportunities being presented to mobile developers, advertisers, and device manufacturers. 

Access the Full Report By Signing Up For A Free Trial Today >>>

Here’s an outline of how mobile devices are waging the battle for the living room:

In full, the special report:

For full access to the report on How Mobile Is Waging A Battle On The Living Room sign up for a free trial subscription today.



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Tuesday, December 4th, 2012 news No Comments

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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