Is Measurement Holding Back Videos Growth? Uncovering metrics that - - PowerPoint PPT Presentation

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Is Measurement Holding Back Videos Growth? Uncovering metrics that - - PowerPoint PPT Presentation

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Is Measurement Holding Back Videos 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

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Is Measurement Holding Back Video’s Growth?

Uncovering metrics that matter most to advertisers in a converging world of screens

October 19, 2015

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1952 BBM introduces TV measurement service coinciding with first Canadian stations

1999 After launch of the WWW in 1991, Media Metrix first to offer digital measurement in Canada

BEHIND EV ERY G REA T M ED IUM IS G REA T M EA SUREM ENT

1915 Launch of ABC ushers in Golden Age of Newspapers 1944 BBM Canada Launches during Radio’s Heyday

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CANADIAN GROWTH HAS BEEN UNPRECEDENTED

  • f Millennials

watch online video*

93%

75%

  • f Canadians

watch online video*

typically watch video Content online only – up 44% YOY**

25%

more time with video than American counterparts – Most Netflix subscribers

  • utside of US

26%

use internet-connected device while watching TV, i.e. Second Screening*

53%

Source: *Videology/Marketing Magazine survey, Jan 2015; ** comScore/Google, Feb-Mar 2015; ^comScore, March 2015; ^^SNL Kagan, 2015

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BEHIND EV ERY G REA T M ED IUM IS G REA T M EA SUREM ENT

1952 BBM introduces TV measurement service coinciding with first Canadian stations 1999 After launch of the WWW in 1991, Media Metrix first to offer digital measurement in Canada 1915 Launch of ABC ushers in Golden Age of Newspapers 1944 BBM Canada Launches during Radio’s Heyday

?

CONVERGENCE

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5 SOURCE: Videology/Marketing Magazine survey, 100 marketers, Jan 2015

What are the biggest Challenges surrounding video advertising?

48% 37%

48% Measuring Campaign Performance 37% Measuring Audiences Across Screens

VIDEO MEASUREMENT HASN’T KEPT UP

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  • Lord Kelvin

1824-1907

“What gets measured, gets done.”

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Brand Metrics

  • Brand Awareness
  • Intent to Purchase
  • Favorability

Sales ROI

  • Online or Offline

sales tied to ad exposure

A M ULTI- TIERED A PPRO A C H TO M EA SUREM ENT

Campaign Metrics

  • Performance Metrics:

CRT, Completion

  • Reach:

GRPs, TRPs, Viewability, Frequency

  • In-Target Delivery:

Audience Verification

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45%

CROSSSCREEN

PC Only 50% OTT only 3% PC, Mobile, OTT 12% PC & Mobile 33% Mobile Only 2%

Video Campaigns by Device Campaign Objectives

SOURCE: Videology Platform, Canadian Impressions, Q2 2015

64% 55% 38% 12% 7% 5%

Audience Verification VTR CTR Reach GRPs Viewable Rate

WHERE ARE WE NOW?

<1% Brand Impact/ Sales Conversion

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Where are we headed?

U.S. Cross-screen Measurement Across TV and Digital Video

DIGITAL AD RATINGS TV RATINGS

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Where are we headed?

Canadian Cross-screen Measurement Across TV and Digital Video

TV RATINGS DIGITAL AD RATINGS

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WHY DOES IT MATTER?

32.3% 21.8% 22.5%

Online + TV Targeting Online Purchase Targeting Online Demo Targeting

SALES LIFT OF MULTI-DEVICE VS. DIGITAL TARGETING

UNITS VELOCITY (units per 100HHs)

13.2% 70.8% Brand Lift

Over

6x

Higher Nielsen Norms Videology Norms

Brand Lift Offline Sales

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Thank You!

Scott Ferber, Chairman & CEO Videology Questions? Email me at: Scott@videologygroup.com @scottferber