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

Source: Yahoo! Shortcast research

sizing up the opportunity

Yo

utu

be

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Pla

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ew

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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

Source: Yahoo! Shortcast research

a distorted market

free?

quality quantity

Source: Yahoo! Shortcast research

2015: the consumer reality

video users 3 times more likely to agree that

we will have to pay for more online video content

Source: Yahoo! Shortcast research

what we did

opinionleaders

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

Source: Yahoo! Shortcast research

observational (7)

consumerdrivers

whowhat

wherewhen

shortcastadvertising

device

age

publishers

genre

how produced

findability

location

clip length

beyond demographics

whowhatwherewhen

Source: Yahoo! Shortcast research

from traditional, to digital, to shortcast

video publishers

less

so

cial

mo

re s

oci

al

Source: Yahoo! Shortcast research

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

Source: Yahoo! Shortcast research

multimedia publishers

brand safe environments

video publishers

less

so

cial

mo

re s

oci

al

Source: Yahoo! Shortcast research

multimedia publishers

the genre divide

video publishers

less

so

cial

mo

re s

oci

al

sport news cookery lifestyle travel

ugc adult music virals comedy

multimedia publishers

Source: Yahoo! Shortcast research

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’

Source: Yahoo! Shortcast research

monday 10am – checkingsport

trailers

current affairs

Source: Yahoo! Shortcast research

wednesday 9pm – tiredmusic

cookery

entertainment

Source: Yahoo! Shortcast research

friday midday - happycomedy

virals

news

Source: Yahoo! Shortcast research

saturday 7pm - relaxedmusic

trailers

tv clips

Source: Yahoo! Shortcast research

shortcastadvertising

whowhat

wherewhen

consumerdrivers

Source: Yahoo! Shortcast research

stumble uponinfo seek ‘how to’

bored – seek distraction

indulging in interests

keeping ‘looped in’

sent something

music listening

360O triggers

Source: Yahoo! Shortcast research

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)

Source: Yahoo! Shortcast research

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

Source: Yahoo! Shortcast research

42% 30% 28%

official website

when given the choice...

uploaded clip news story

ITV

Source: Yahoo! Shortcast research

shortcast opportunities

web security remains a real concern

Source: Yahoo! Shortcast research

shortcastadvertising

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

Source: Yahoo! Shortcast research

> 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

Source: Yahoo! Shortcast research

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

Source: Yahoo! Shortcast research

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

Source: Yahoo! Shortcast research

gender vs. genre B

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Male Female

news

TV sport

music video comedy

film stuff

Source: Yahoo! Shortcast research

video choice overload – clip image and title decide

Source: Yahoo! Shortcast research

‘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

Source: Yahoo! Shortcast research

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

Source: Yahoo! Shortcast research

what is shortcast?

a genre drivenopportunity

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

high quality, brand-safe experience

Source: Yahoo! Shortcast research