Transcript
OFF THE GRIDMarketing to the Next Generation Media Consumer
CONSUMER BEHAVIOR IS CHANGING
Consumer Empowerment
CONSUMER BEHAVIOR IS CHANGING
Consumer Empowerment
Consumer Empowerment
CONSUMER BEHAVIOR IS CHANGING
Consumer Empowerment
Consumer Empowerment
CONSUMER BEHAVIOR IS CHANGING
Consumer Empowerment
Consumer Empowerment
CONSUMER BEHAVIOR IS CHANGING
2010 Upfront:
$18 Billion+20% YoY
ADVERTISER BEHAVIOR ISN’T
RESEARCH OBJECTIVESHow do these consumers think about media?
Why are they making the decisions they are making?
What challenges do these consumers pose for interruptive advertising?
How can we reach them more effectively?
OPT OUTS (N=232)Don’t own a TV OR hadn’t watched live TV in the past week AND streamed more than 4 hours in an average week across online, mobile or through their TV.
ON DEMANDERS (N=305)Streamed more than 4 hours in an average week AND spend more time streaming video than watching live TV. Watch less live TV than a year ago.
REST OF INTERNET (N=622)Included in the study for comparison purposes.
QUANTITATIVEcomScore panelists invited to participate in a 20 minute online survey. comScore passively studied the behavior of respondents through their panel.
MORE OF THEM THAN YOU THINK
Off the grid
Audience Size (based on 170MM online adults 18+)
114 MM
34 MM
22 MM
IN-HOME INTERVIEWS
LET’S MEET THEM
WHO IS OFF THE GRID?Opt Outs
Opt-Outs do not watch television live. They watch video, and 90% have a TV, but they access video through the DVR, streaming, or DVD.
On Demanders
On Demanders still watch live TV but watch a lot more of it time shifted through DVR, streaming or DVD. All of them are watching less live TV than a year ago.
14
VITALSMarried, two kidsWorks in IT for non-profitLoves: reading, biking, spending time with family
MEDIA SET-UPNo TVs in the house; has a 22” monitor hooked up to his laptop in the bedroom to stream Netflix video content.
Accesses everything (besides extensive music collection) via the internet.
Only need for viewing live content is sporting events. For a big game, Wes meets friends at a sports bar.
WES / 40OPT-OUT
CURTIS / 30ON DEMANDER
VITALSEngaged, no kidsAttorney Early Adopter
MEDIA SET-UPHas traditional televisions with satellite; streams through Netflix on the Wii; also uses AppleTV, Slingbox. a DVD player, iphone.Bought a Slingbox for his dad so they could watch each others’ content.
OFF THE GRIDDERS: ON MEDIA
QuickTime™ and a decompressor
are needed to see this picture.
ADVERTISERS WANT THEM
ON DEMANDER
SOPT OUTS
REST OF INTERNET
Young Age (mean) 38 36 42
% 18-24 23% 30% 15%
Wealthy Median Income $65,000 $42,000 $54,000
Educated Some College + 86% 73% 70%
Influential Size of online network
245 193 201
Video #1 type of entertainment content
Choice is a right, not a privilege.
Expect to watch what, how, when, and where they want
VIDEO IS KING OF ENTERTAINMENT
“Netflix arrivals are from a big queue of things I’ve been wanting to see; Roku is for impulse desires and search-and-discovery hits; I use bit torrent for off-the-grid films.” – Scott, SF
OPTIMIZE EFFICIENCY THROUGH CHOICE
ON DEMANDERS
OPT OUTSREST OF
INTERNET
# of media devices 5.4 3.9 4.6
% Netflix subscribers 47% 25% 24%
% Mobile Video Devices 40% 25% 31%
ON DEMANDERS WATCH MOREAverage Weekly Video Consumption (Hours)
27%STREAMED
ONLINE
52%STREAMED
ONLINE
16%STREAMED
ONLINE
PRIME TIME IS WHEN THEY WATCH% watching video content from 8pm-11pm
On Demanders Opt-Outs Rest of Internet
97%73%
92%
On Demanders
55%
WHAT’S ON WHAT’S AVAILABLE% watching video content from 8pm-11pm
FINDING A BETTER WAY
STREAMING ONLINE
I prefer to watch on my own schedule
I can skip commercials
I prefer to watch a few episodes all at once
WATCHING ON MOBILE DEVICE
I can do it from any location
I prefer to watch on my own schedule
I travel a lot
Streaming to tv I prefer to watch on my own schedule
I can skip commercials
I prefer to watch a few episodes all at once
FINDING A BETTER WAY
STREAMING ONLINE
I prefer to watch on my own schedule
I can skip commercials
I prefer to watch a few episodes all at once
WATCHING ON MOBILE DEVICE
I can do it from any location
I prefer to watch on my own schedule
I travel a lot
Streaming to tv I prefer to watch on my own schedule
I can skip commercials
I prefer to watch a few episodes all at once
FINDING A BETTER WAY
STREAMING ONLINE
I prefer to watch on my own schedule
I can skip commercials
I prefer to watch a few episodes all at once
WATCHING ON MOBILE DEVICE
I can do it from any location
I prefer to watch on my own schedule
I travel a lot
Streaming to tv I prefer to watch on my own schedule
I can skip commercials
I prefer to watch a few episodes all at once
ADVERTISING
OFF THE GRIDDERS: ON ADVERTISING
QuickTime™ and a decompressor
are needed to see this picture.
Statement LIVE TV Online Mobile
Ads are annoying
The ads interfere with my show
Ads are too long
There are too many ads
I wish I could fast forward through the ads
There are too many ads for each video content segment
Sig Higher at 95%
Sig Higher at 90%
ADS AREN’T LOVED (DUH)On Demanders perceptions of ads within video content vs. rest of internet
MY LIFE
YOUR MESSAGE>
THE NEW MEDIA MENTAL MATH
DESIRE TO AVOID
AVOID AD
>WORK TO AVOID
=
THE NEW MEDIA MENTAL MATH
TOLERANCE IS A POOR BASIS FOR A RELATIONSHIP
Statement Online Mobile
Ads are interesting
Ads are memorable
Ads make me think favorably about the brand being advertised
I enjoy watching the ads Sig Higher at 95%
Sig Higher at 90%
OPTING OUT CHILLS YOU OUTOpt outs’ perceptions of ads vs. on demanders
SEEK ATTENTION, NOT FREQUENCYOPTIMAL FREQUENCY ?123456789?1?=
Top-of-Mind Ad RecallWhat ads do you recall seeing on the site? (first mention)
CHOOSING TO ENGAGE WORKS
Index to standardIAB banner ad.
Off the grid
114 MM
34 MM
22 MM
HOW MANY CAN WE AFFORD TO LOSE?
THANK YOU