Shortcast Yahoo! final roadshow

QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

consumer qualitybest in class

innovative

well made

distinctive/unique

commercial quality

high technical standard

editorial control

what is shortcast?

Source: Yahoo! Shortcast research

audiovisual growth

video online

24.7m short form viewers (<5 mins)

£54m (+91%)video advertising growth

TV

+ 2hrslinear TV viewing

+16%ITV ad revenue

Source: Yahoo! Shortcast research/IAB/Comscore/Screendigest/BARB/ITV

2015: on the road to digital and TV parity

readersweb growth, broadband

flash

mobility & wifi

live streaming

text & video interaction

3d

hd

viewers


sizing up the opportunity

Yo

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%80%

46%

18% 17% 14% 13% 13% 11% 8% 6% 5% 4% 3%

44% 41%

77%

% video users consuming short video monthly


a distorted market

free?

quality quantity


2015: the consumer reality

video users 3 times more likely to agree that

we will have to pay for more online video content


what we did

opinionleaders

video diary (75 )video audit quant (2000) opinion leaders


observational (7)

consumerdrivers

whowhat

wherewhen

shortcastadvertising

device

age

publishers

genre

how produced

findability

location

clip length

beyond demographics

whowhatwherewhen


from traditional, to digital, to shortcast

video publishers

less

so

cial

mo

re s

oci

al


multimedia publishers

two distinct audiences, one shortcast opportunity

video publishers

less

so

cial

mo

re s

oci

al

higher quality,

broadcast

ad supported clips = better

quality

short form as good as

longer formaged 25+

lower quality, ugc

illegal sites = good as

official sites

video online = money saver

under 25skew



brand safe environments

video publishers

less

so

cial

mo

re s

oci

al



the genre divide

video publishers

less

so

cial

mo

re s

oci

al

sport news cookery lifestyle travel

ugc adult music virals comedy



Laptop Desktop Computer

iPod Touch / Archos

Tablet PC Mobile Phone Games Console0

10

20

30

40

50

60

7064 63

39 38

1713

3 tiers of short form usage

status quo

the future

Source: Yahoo! Shortcast research, % of video viewers who view short form weekly

%

the device effect

16-2423% daily

C2DE skew

18% use daily

no skew31% daily

35-44 ABC1

27% daily

slight 1

6-24

27% daily

no skew

24% daily

new

s sport

film tv

Source: Yahoo! Shortcast research % base amongst weekly

most regularly later in the day, ‘stumble

upon’

mainly iPlayer,viewing with others

start/endof day shorter clips

beginning and during working day,

‘seek out’

usage mirrors personal laptop

similar to mobile – shorter clips

iPad… high engagement, with issues

‘easier to navigate, watching videos is

great… annoying that not all will work’

highly intuitive, enjoyable, with a high quality – ‘beautiful pieces of kit’


monday 10am – checkingsport

trailers

current affairs


wednesday 9pm – tiredmusic

cookery

entertainment


friday midday - happycomedy

virals

news


saturday 7pm - relaxedmusic

trailers

tv clips



whowhat

wherewhen

consumerdrivers


stumble uponinfo seek ‘how to’

bored – seek distraction

indulging in interests

keeping ‘looped in’

sent something

music listening

360O triggers


sport clip viewing

• time specific

• place specific

live is the aspiration

‘wanted to see the goals… it’s much easier and quicker than MOTD’

(male, aged 45-54)


homemade can be quality

as if you were there

Adam (aged 16-24, Bristol)

• in a band

• frequent gig/festival goer

nostalgia and novelty

• very old clips, poor quality

• part of their charm


42% 30% 28%

official website

when given the choice...

uploaded clip news story

ITV


shortcast opportunities

web security remains a real concern



whowhat

wherewhen

consumerdrivers

audio = higher impact

video users 50% more likely to agree

I will stop what I’m doing and

turn on the sound on a video clip 49%

disagree25% unsure

26% agree


> 2 mins

paid for advertising earned advertising

how long: ideal ad lengths

<10 seconds 10-30 seconds spot ads

TV

ad

so

nlin

e a

ds

tv sponsorship & idents

onlinebumpers

7 secondsmin. skippable

1 -2 mins

1 - 2 mins max paid TV ad

30 secondTV spot ads

earned media

sought after high

quality advertising

content

all TV ads


advertising 22 seconds

Click here for more

interactivity needs clear benefits

I would like to be able to interact more with the online videos I watch

41% disagree41% unsure18% agree


Joe’s passion… football

• while watching, he gets drawn in

to supporting content

• creates fixed times to watch

football clips

I sometimes watch ‘related clips’

suggested to me by the site I am visiting

dedicated genre environments create engagement

59% 65%

all video tablet video


gender vs. genre B

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45%

50%

Male Female

news

TV sport

music video comedy

film stuff


video choice overload – clip image and title decide


‘If a clip had more views, I’d watch it –people must have watched it for a

reason...’ (female, aged 16-24)

deciding factors:

1. image

2. title

3. number of views

% of people who’ve not seen ads supporting genre clips

under 10%

10-15%

16-20%

21 - 30%

film TV soaps/drama travel

autos celeb/ents home/garden health autos fashion/beauty music documentary

sport kids TV comedy adult

science/tech news viral ugcSource: Yahoo! Shortcast research

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

over 50% agree video ad volumes are acceptable

too many ads

ok amount of ads

little amount of ads


self15%

social25%

email37%

word of mouth59%

I tell people about clipsI have seen in person

I forward links to video clips to friends, family members or

colleagues via email

I post video clips on social networking sites

I email links to short clips to myself to

watch later

social: several touch points to media distribution


what is shortcast?

a genre drivenopportunity

22 secs... paid 2 mins... earned

high quality, brand-safe experience


Technology

Shortcast Yahoo! final roadshow