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Streaming Content Kate Kozlowski Seda Gokoglu Vanessa Interrante Ying_Chen_Chen

Streaming Content

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Researched and Presented Spring 2011

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Page 1: Streaming Content

Streaming Content

Kate KozlowskiSeda Gokoglu

Vanessa InterranteYing_Chen_Chen

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178 MILLION U.S. Internet users

watched 33.2 BILLION online videos

The growth of online video

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5.9 Billion video ad impressions per month

36% Growth video ad impressions per month

2.4 Billion video ad minutes per month

30% Growth video ad minutes per month

148 Million Viewers exposed to video ads

8% Growth Viewers exposed to video ads

(Source: comScore Video Metrix) 3

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Video advertising reach

(Source: comScore Video Metrix)

83%video ad impressions per month

70%total web

49%total population

Linear video ads are served across the web in a month reach the average video viewer 40 times

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Ad percentage

16.4% of videos viewed are ads16%

84%

AdsContent

(Source: comScore Video Metrix) 5

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Exceeds 2 BILLION VIEWS a dayNearly double the prime-time Audience of all 3 major U.S. broadcast networks combined

40% of online videos

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(Source: YouTube 2009)

Target

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Incidence of ever watching a video on YouTube

Profile of YouTube usage at least once per week

(Source: Entertainment Media Research 2010) 10

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Top Online Video Brands by Unique Viewers (February 2011, U.S.)Top Online Video Brands by Unique Viewers (February 2011, U.S.)

Video Brand Unique Viewers (000)

YouTube 107,953

VEVO 32,287

Facebook 31,698

Yahoo! 23,418

MSN/Windows Live/Bing 14,916

Hulu 12,793

AOL Media Network 9,863

The CollegeHumor Network 9,342

Fox Interactive Media 8,061

Netflix 6,518

(Source: The Nielsen Company) 12

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Why advertise on YouTube?

• Audience size

• Time spent

• Purchase intent

• Low pricing for value

• Ease of use

• Google Adwords integration

• Diverse campaign formats scaled to budget

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Different Budget Levels

Advertising opportunitiesEvery budget: Promoted videos

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Small and mid-range budgetCompanion ads with InVideo overlay

Advertising opportunities

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Small and mid-range budgetInStream Ads (Pre-roll)

Advertising opportunities

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Small and mid-range budgetBanner ads (click-to-play)

Advertising opportunities

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Large budget ($200,000+)Masthead unit (24 hours on YouTube Homepage)

Advertising opportunities

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Large budget ($200,000+)Custom brand channels

Advertising opportunities

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Cost

• Requires a $50,000 spend within 90 days

• On brand channels, advertisers must spend $250,000 across Google and YouTube, including $100,000 or more on YouTube only

• A YouTube home page roadblock is a $100,000 per day flat fee plus a $100,000 incremental spend on Google and YouTube within 90 days

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Cost

• PPC (Pay-per-Click)

• CPC (Cost-per-Click)

• CPM (Cost-per-Thousand)

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(Source: Entertainment Media Research 2010)

% Interested

in seeing product

demo/review for

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Background

• Launched on March 2007

• Owned by NBC & disney

• Revenue generated through advertising (41%)

• Offers premium content to consumers

• When, where & how they want it

• Limited commercial interruption

24http://www.hulu.com/about

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Men & Women 18-49

Target

25http://www.hulu.com/about/media_faq#background

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Competitors

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#9 in Unique Video Viewers

27http://wwwery.com/12820-online-video-february-stats.html

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#1 by video ads viewed

28http://wwwery.com/12820-online-video-february-stats.html

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• Standard video ad package

• Branded Slate / Premium Branded Slate

• Branded Player Skin / Premium Player Skin

• Branded Entertainment Selector

• Ad selector

• Product Interstitial

Advertising opportunities

29http://assets.huluim.com/downloads/hulu_ad_specs.pdf

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Standard video ad package

Advertising opportunities

30http://assets.huluim.com/downloads/hulu_ad_specs.pdf

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Branded / Premium SlateCustomer title card – 7-10 second

Advertising opportunities

31http://assets.huluim.com/downloads/hulu_ad_specs.pdf

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Branded / Player skin

Advertising opportunities

32http://assets.huluim.com/downloads/hulu_ad_specs.pdf

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Branded entertainment selector

Advertising opportunities

33http://assets.huluim.com/downloads/hulu_ad_specs.pdf

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Ad selector – You Choose

Advertising opportunities

34http://assets.huluim.com/downloads/hulu_ad_specs.pdf

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Product Interstitals

Advertising opportunities

35http://assets.huluim.com/downloads/hulu_ad_specs.pdf

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Cost• Based on CPM

• For 30 second spot

• Reflective of supply and demand

• (fewer commercials = less supply = higher rates)

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Estimated CPM RatesEstimated CPM RatesMedium CPMWSJ.com $75Hulu $40Yahoo!/MSN $20Prime-time Network TV $18Cable TV $12YouTube/ad networks $10Banner ads <$5

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What it means for media planners?

• High frequency

• High ad impressions

• Increased brand recognition / brand recall

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Who would benefit?

• Companies trying to increase brand recognition/recall

• Long form content

• Interactive products / ads

• Acts as a reminder

38http://thedigitalists.com/2009/11/13/nytimes-blesses-high-online-video-cpms-whatever-they-are/

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Background

• Founded 2000

• Mobile app launched June 2007 – 65 million users daily

• Streaming music service – associated with various costs

• Music royalties paid on every song

• Advertising helps cover cost

• Pandora 1 – no advertisements, $36/year

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Target

• Smartphone users

• More affluent than US population as whole (index of 160 for HHI $100K plus)

• More educated (index of 127)

• More likely to be employed (index of 126)

• Listen to content at work

• Mobile phone usage for music is more popular with people in their 20s and is skewed slightly male

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Competitors

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Advertising opportunities

• Typical stations play 9 minutes of ads per hour (can be as high as 20) – low clutter means high recall

• Pandora has 3 audio ads or less per hour

• Banner ads only appear when a phone is not locked

• Run banner, audio, and video

• Information not made available to the public, but Pandora works with companies with budgets from $5K

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Who would benefit most?

• Local impact: like newspaper ands terrestrial radio, ads can be targeted by regions either through mobile carrier data or user-supplied data like zip codes

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Strategic thinking

47 source: Pandora White Paper

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Strategic thinking

48 source: Pandora White Paper

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• Demographic info is required to be supplied to Pandora when creating an account (age, sex, etc.)

• Device used to access Pandora app • iPhones (age 25-34)• iTouch (kids&teens through college students – especially heavy gamers)• Blackberry (age 35-54 – more business oriented)• Android (scewing more male and younger than iPhones)

• Genre – type of music listened to can give psychographic, mood, lifestyle or interest information

• Geographic – Ads can be targeted by location, though at the moment, that targeting is based on the zipcode users provide to the service as opposed to the physical location or IP address

Strategic thinking

• Local impact: like newspaper ands terrestrial radio, ads can be targeted by regions either through mobile carrier data or user-supplied data like zip codes

49comScore monthly OEM Reports

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Background

• Sirius - 1990

• XM - 1992

• July 28, 2008, the stations merged, bringing together 18.5 million subscribers

51www.siriusxm.com

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Background

• Packages cost 12.95-16.99/month

www.siriusxm.com

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What is it?

• 71 commercial free

• 40 spots

• 20 talk/entertainment

• 6 comedy

• 20 news and issues

• 12 traffic, weather

• 12 other

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180 channels

www.siriusxm.com

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Advertising opportunities• 100% coverage coast-to-coast

• Exclusive content

• Creative ideas

• Niche targeted

• 25.5 million listeners

• Live-reads by A-list

55www.siriusxm.com

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Target

56http://radio.about.com/od/satelliteradio/a/aa051505a.htm

• Major cities

• Affluent and well educated

• Skewed male

• 76.1% 35+, 48.5% 45+

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Competitors

57www.siriusxm.com

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Current advertisers

58www.siriusxm.com

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Cost

2010 net advertising revenue: $64,517,000

59http://investor.sirius.com/releasedetail.cfm?ReleaseID=550111

SiriusXM build custom advertising platforms and does not publicly share advertising prices

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What it means for media planners?

• National, not local buys

• Niche targeted

• Custom creative platforms

• High recall, less clutter

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Who would benefit?

• National, niche brands

• Brands with similar values as SiriusXM celebrity DJs

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