VIDEO: THE DIGITAL PRIME TIMEFEBRUARY 2013

The time period when television or radio audience is the LARGEST.

The prime time for radio takes place early in the morning and in the evening for television.

PRIME TIME:

REACH x QUALITY OF EXPOSURE =

HIGH DEMAND x LIMITED SPOTS =

IMPACT

HIGH PRICE FOR SPOT

Prime Time is a magic formula

FOR ADVERTISERS

FOR BROADCASTERS

WHAT MAKES PRIME TIME?

REACH

QUALITY OF CONTACT

PEOPLE TALKING ABOUT IT

THE CRITERIA

WATCHING ONLINE VIDEO IS A VERY POPULAR ACTIVITY

Source: ComScore, March 2012 Internet World Stats, March 2012

1,2 billion internet users watched 174 videos online in June 2012.

ONLINE VIDEO REACHED

37.5 MILLION UK INTERNET USERS, REPRESENTING

72%

1.2 BILLION INTERNET USERS WATCHED

174 VIDEOS ONLINE IN JUNE 2012.

OF THE TOTAL UK INTERNET AUDIENCE.

0

5000

10000

15000

20000

25000

30000

Vimeo

Microsoft Sites

Yahoo! Sites

Perform Sports

Amazon Sites

Viacom Digital

BBC Sites

Facebook.comVEVO

Google Sites

29,890

11,667

8,330 7,480 7,156 5,986 5,497 4,676 4,083 3,898

TOP 10 ONLINE CONTENT VIDEO SITES BY TOTAL UNIQUE VISITORS (000)

Source: ComScore Video Metrix, UK Age 6+, January 2012

0

5000

10000

15000

20000

25000

30000

Vimeo

Microsoft Sites

Yahoo! Sites

Perform Sports

Amazon Sites

Viacom Digital

BBC Sites

Facebook.comVEVO

Google Sites

29,890

11,667

8,330 7,480 7,156 5,986 5,497 4,676 4,083 3,898

TOP 10 ONLINE CONTENT VIDEO SITES BY TOTAL UNIQUE VISITORS (000)

Source: ComScore Video Metrix, UK Age 6+, January 2012

SOCIAL MEDIA: BEST PLACE TO WATCH VIDEO

*The Communications Market Report, 2012 Ofcom **ComScore, January 2012

38%OF UK ONLINE POPULATION*

Advertisers that spend all their budget on catch-up sites and instream narrow their potential reach.

CATCH-UP VIDEO INSTREAM

52%OF UK ONLINE 2POPULATION**

ALL STREAMS

100%OF UK ONLINE POPULATION

VIDEO IS ONE OF THE CONTENT STREAMS

SOCIAL MEDIA IS ONE OF THE DIGITAL STREAMS

We no longer fear missing out on a program, but we do fear missing updates from our network.

VIDEO IS THE MOST EFFECTIVE ONLINE FORMAT

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

SIMPLE FLASH RICH MEDIA ONLINE VIDEO

Purchase IntentBrand FavorabilityOnline ad awareness

5,497

2.4

1.8

3.2

0.7

0.2

1.5

0.70.4

1.1

LIFT IN % EXPOSED VS NON EXPOSED

Source: Dynamic Logic, 2012

SIZE ACTION BY USER DISTRIBUTIONTYPE OF STREAM PLAY MODE

BANNER SIZE

PLAYER SIZE

FULL SCREEN

CHOICE OF AD BY USER

EXPAND

SKIP

SHARE

TARGETING

CAPPING

DEGREE OF EXCLUSIVITY

VIDEO STREAM

CONTENT STREAM

SOCIAL STREAM

AUTOPLAY

CLICK TO PLAY

ROLL OVER

WITH A LARGE RANGE OF DIFFERENT FORMATS

INSTREAM IS NOT PERFORMING WELL ON INTENT

0

20

40

60

80

100

120

IN STREAM IN BANNER NON STANDARD

Visit the websiteGet more infoTalk about around youRecommendBuy

92100 99 96 96

84

112

9588

100105

95101

106103

IMPACT ON INTENT (100 = average for all formats and combination)

Source: IAB, June 2012

TV’S DRAWBACKS WITHOUT THE BENEFITS OF DIGITAL

Online video advertising has to unlock the full potential of digital, rather than mimicking the TV advertising model.

▪ REACH ▪ QUALITY OF CONTENT ▪ THE REMOTE CONTROL!

▪ AUDIENCE ▪ SIZE OF INVENTORY ▪ TARGETING ▪ COST ▪ ENGAGEMENT

vs DIGITALvs TV

TV LIKE = PRE-ROLL IN VIDEO STREAM

VIDEO ADVERTISING BEYOND PRE-ROLL

STANDING OUT

§ Eye catching formats§ Immersive experience§ Empowering user§ Premium publishers

SOCIAL STREAMS§ Ad as content§ Distribution by personal networks

MELTING IN

CONTENT STREAMS

INT

EN

TIO

N

ATTENTION

ENGAGEMENT

IN-BANNER AUTOPLAY

PRE-ROLL

VIDEO INTERSTITIEL

IN-GAME

ROLL OVER

IN-CONTENTCLICK-TO-PLAY

IN-BANNERCLICK-TO-PLAY

THE MAGIC FORMULA FOR ENGAGEMENT

VISIBILITY & IMPACT

IN CONTENT

CLICK TO PLAY

FULL SCREEN

USER CHOOSES AD

SELF TARGETED

FULL BRAND IMMERSION

CHOSEN FORMATS INCREASE AD AWARENESS

Source: The Pool 2012, ViVAKI

ENGAGEMENT & ENDORSEMENT

SOCIAL STREAM

CLICK TO PLAY

SHARING CAPABILITY

PLAYER VISIBILITY

VIDEO IS A SOCIAL CURRENCY

0

5

10

15

20

25

30

UKFRAVERAGEESDEIT

27.1%24.8% 23.5% 21.3%

12.6%

20.7%

AVERAGE EARNED

MEDIA

Source: Ebuzzing Social, March 2013

The efficency of prime time is due to the fact that all the members of the family gather around the TV set to talk about a program and ads. Now we are chatterboxing…

SOCIAL BRINGS A

KEY INGREDIENT

Source: TV Licensing UK, 2012

SOCIAL MEDIA AS A BUZZ CHANNEL

SUMMARY

DIGITAL IS VERY YOUNG COMPARED TO TV

SO, THERE IS A BIG TEMPTATION TO WALK IN IT’S PATH.

PEOPLE TALKING ABOUT IT

SINGLE SCREEN

LONG FORM OF CONTENT

LINEAR VIEWING

SHORT AD IN VIDEO STREAM

FORCED EXPOSURE

TARGETING BASED ON PROGRAM

SAME AD FOR ALL

OPPORTUNITY TO SEE

MULTISCREEN

SMALL FORM OF CONTENT

ON DEMAND VIEWING

AD IN CONTENT AND SOCIAL STREAMS

CHOSEN EXPOSURE

TARGETING CAPABILITIES

PERSONNALISATION

OPORTUNITY TO SEE AND SHARE

TV

DIGITAL

VIDEO HAS A DIFFERENT PATTERN TO TV

VIDEO HAS CREATED A NEW MODEL...

Brands have an opportunity to move beyond exposure and deliver a bespoke experience to consumers.

VIDEO ADVERTISING STARTS WHERE TV ENDS.

STILL PROVIDING METRICS FOR CROSS PLATFORM PLANNING

Combining cross-platform TV with online video adds an additional 4% of unduplicated reach for even the heaviest of TV campaigns.

Source: Videology, May 2012

CROSS-PLATFORM TV/VIDEO CAMPAIGN4% incremental research increase

74%

81%

78%

TV ONLY

TV + ONLINE VIDEO

TV + ONLINE VIDEO- unduplicated reach

READY FOR PLAY TIME?

PLAY TVVIDEO AD FORMAT ON DEMAND

MULTI SCREENCHOSEN EXPOSURE

ENGAGEMENTVIDEO PLANNING

E GRP

ONLINE VIDEO TV

VIDEO

HAS A NEW

PLATFORM.

OUT WITH THE OLD

IN WITH THE NEW!

THANK YOU FOR YOUR TIME. THE GLOBAL EXPERT IN

SOCIAL VIDEO ADVERTISING