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Dave Morgan CEO/Founder Simulmedia THE DATA-DRIVEN FUTURE OF VIDEO ADVERTISING Dave Hohman EVP, Agency Solutions Nielsen.

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Presentation on theme: "Dave Morgan CEO/Founder Simulmedia THE DATA-DRIVEN FUTURE OF VIDEO ADVERTISING Dave Hohman EVP, Agency Solutions Nielsen."— Presentation transcript:

1 Dave Morgan CEO/Founder Simulmedia THE DATA-DRIVEN FUTURE OF VIDEO ADVERTISING Dave Hohman EVP, Agency Solutions Nielsen

2 2 LACK OF TV MEASUREMENT ONLINE HAS FULL FUNNEL METRICS IMPRESSIONS VISITORS UNIQUE VISITORS (UNDUPLICATED REACH) COST-PER-CLICK COST-PER-ACQUISITION IMPRESSIONS (GRPS) SALES

3 3 $6B $69B $75B $16B CONVERGENCE TV / ONLINE-VIDEO | AUDIENCE / PROGRAMMATIC Source: MyersBizNet Media and Marketing Investment Data and Forecasts, 1/30/ FULL CROSS-CHANNEL COORDINATION & INTEGRATION 2020 SOME CROSS-CHANNEL COORDINATION & INTEGRATION $83B $33B TV Digital Video TV Digital Video LITTLE CROSS-CHANNEL BUYING COORDINATION. NO INTEGRATION Audience-Based Programmatic 2016

4 4 STORY OF TV FRAGMENTATION Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commerical measures. 35% OF VIEWERSHIP ON TV PROGRAMS HAS A RATING OF % OF VIEWERSHIP ON TV PROGRAMS HAS A RATING OF <0.5

5 5 AUDIENCE CONCENTRATIONS IN NICHES Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commerical measures. OF VIEWERSHIP ON TV PROGRAMS HAS A RATING OF 0.5+ OF VIEWERSHIP ON TV PROGRAMS HAS A RATING OF <0.5 BIG BOX RETAIL SHOPPERS: 10 % OF PROGRRAMS INDEX ABOVE 150 BIG BOX RETAIL SHOPPERS: 0% OF PROGRRAMS INDEX ABOVE 150

6 Copyright ©2012 The Nielsen Company. Confidential and proprietary ’s & 1960’s 1970’s & 1980’s 1990’s BLACK & WHITE TV FIRST SATELLITE BROADCAST RISE OF CABLE TV MORE ADVERTISER- SUPPORTED NETWORKS VIDEO GAMES Present DIGITAL AND INTERNET REVOLUTION DVDDVRVOD SMART- PHONES HDTV TABLETS OVER-THE-TOP DISTRIBUTION SMART TV WITH SOCIAL CAPABILITIES APP DRIVEN DIGITAL WORLD Accelerating change in our future CHANGES IN THE MEDIA LANDSCAPE VCR

7 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 7 Source: The Nielsen Cross-Platform Report Quarter , NPOWER HHLD, Mobile Insights P13+, Custom Data Smart TV and Multimedia Device, May 2014 and May 2013 YOY MORE CHOICES BEING DRIVEN BY TECHNOLOGY % diff YOY +6% -2% +1% +2% +14% +54% +90% NA

8 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 8 AN EXPANDED VIEW OF MEDIA CONSUMPTION Source: The Nielsen Cross-Platform Report Quarter ; Exhibit 1 Average time spent per Adult 18+ per day Media choice drives consumer choice

9 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 9 ENABLED SMART TV ALMOST DOUBLED FROM PRIOR YEAR Source: Nielsen Custom Data HHLD August % Smart TV Penetration 21% August 2014

10 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 10 LESS LIVE TV AMONG ENABLED SMART TV USERS, MORE AOT AND DEVICE CONTRIBUTION Source: Nielsen Custom Study, HHLD, Prime, Percentage share of included sources, Live TV is based on all station minutes contributing to PUT, August 2014 Enabled Smart TV Not Enabled Smart TVNo Smart TV Live TV including AOT 74% 76%82% Unidentified tuning or AOT may signify that an enabled Smart TV is being used to stream content

11 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 11 BY DEVICE TYPE BY ADVERTISING MODEL BY CONTENT TYPE BY DELIVERY TYPE BY USAGE CROSS PLATFORM – DEFINING OUR UNIQUE POSITION

12 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 12 COMPARABLE RATING LIGHTING UP DIGITAL – AND COMPARING DIRECTLY TO TRADITIONAL CURRENCY Digital Audio Ratings DIGITAL AUDIO Digital Video Ratings Digital Display Ratings DIGITAL DISPLAY Digital TV/C3 Ratings GOLD STANDARD PROCESS SINGLE SOURCE PANEL ONE ENCODING PROCESS BIG DATA ENABLED MEASUREMENT ONE CLIENT-SIDE IMPLEMENTATION Cross Platform TV ORIGINATED NATIVE DIGITAL ORIGINATED SOFTWARE METER MRC ACCREDITED UNIVERSAL

13 Thank you


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