Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
Hinweis: Zahlreiche alternative, themenspezifischere Deckblattmotive findet Ihr rechts über die blaue Sidebar in Empower unter Vorlagen > Folien > Deckblätter.
TV FOREVER YOUNG Comfort AGM
24.09.15, Vienna / Walter Zinggl
2
Me:
MD of IP Austria
Saleshouse for RTL, RTL II, Vox, RTL NITRO, SuperRTL and Sky Sport Austria
Our business is video: linear and non-linear
In the industry since 1981
24 years in agencies (local advertising agency, Bozell, O&M, Publicis, Maxus)
7,5 years as MD of ORF-Enterprise (public sales-house)
The admission:
I‘ve stolen everything I show you
ME AND AN ADMISSION
3
Boring
Let‘s talk about online, social media, big data…
It‘s a dinosaur: yet big, but dying
Young people don’t watch TV anymore
We know everything about TV
Etc. etc.
So let’s have a look - e.g.:
MY TOPIC: TV
New technologies – disruptive?
Source: BARB Jan-Dec 2003-2013, individuals
Downloadable 47%
UK homes with Internet access
Commercial partnership
2003
80% UK homes with Internet access
TV viewing - on TV sets - is resilient in UK
3,73 3,68 3,67 3,65 3,77 3,75 4,03 4,05 4,02 3,97
3,72
0
1
2
3
4
H1 2004 H1 2005 H1 2006 H1 2007 H1 2008 H1 2009 H1 2010 H1 2011 H1 2012 H1 2013 H1 2014
No.
of h
ours
of T
V vi
ewed
per
day
Source: BARB Jan-Dec 2004-2014, individuals
Downloadable 47%
UK homes with Internet access
Commercial partnership
80% UK homes with Internet access
0
10
20
30
40
50
60
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110
Putting it in to context Individuals reached
Average hours per month
TOTA
L TV
CO
MM
ERC
IAL
TV
THE
INTE
RN
ET (I
nc. V
OD
)
FAC
EBO
OK
YO
UTU
BE
GO
OG
LE
TWIT
TER
Mill
ions
Source: BARB, May 2014, 6+; comScore MMX Multi-Platform, May 2014, UK, 6+. UKOM Approved. Please see accompanying notes on data sources below for inclusions & exclusions
Total video viewing. Some challenges for advertisers
75,3
5,5
1,1 3,4
0,4
6,7
6,9 0,7 Linear TV
Extra TV content on the TV set
TV on other devices (OOH or in home)
Extra TV set activity
Cinema
Adult Video content Online (Fixed and Mobile) (non TV broadcast)
All other video content online (Fixed and Mobile) (non TV broadcast)
OOH Screens (estimated time)
Source: BARB, ComScore, Route, IMDB, Rentrak, FAME, DCM, Broadcaster data, Thinkbox estimates, version as of 2014, subject to change, average includes non users
2013 share of all video consumption – averages 5 hours a day per person
New devices enhance viewing and interaction
Source: Ipsos Tech Tracker Q2 2014. Adults 15+ penetration figures (Laptop, Any Tablet, Any Smartphone)
41% 64% 66%
Device penetration
TV is moving into new places
Bathroom 9% Bedroom 46%
Kitchen 19% Living room 56% Study 24%
Garden 12%
Where people watch television via tablets, laptops and/or smartphones
Source: Craft, Screen Life 3, UK Nationally Representative Study, September 2014
TV viewed on other devices is a small part of total viewing
Source: BARB Jan-Jun 2014 and UK broadcaster data, individuals
0,00
0,50
1,00
1,50
2,00
2,50
3,00
3,50
4,00
4,50
H1 2014
No.
of h
ours
of T
V vi
ewed
per
day
Non-Commercial Linear TV
Commercial Linear TV
TV (streamed & on-demand) viewed on other devices
3 hours 47mins
1 hour 18 mins
2 hours 25 mins
1 hour 18 mins
4 mins
But what is about Google?
Or more specific YouTube?
And what happens on the continent?
OK, let’s talk about e.g.:
15
YES, THE BRITS…
16
1. Illusionary giant I: Believe it or not, over an average month, YouTube does not
reach half of all Germans once.
2. Illusionary giant II: Unfortunately there is still no common, directly comparable
audience measurement for TV and YouTube & Co. Nevertheless, they can be compared
in terms of figures using fair estimates. According to our calculations, YouTube would today, if it was a television
broadcaster, have a market share of approx. 1% of the total audience and perhaps 2 to 3% of young viewers.
3. No paradigm shift: 76% of YouTube
users do not agree with the statement „YouTube is more
important than television for my
generation“.
SO HERE ARE 8 FACTS
YOU SHOULD KNOW ABOUT THE REAL SIZE
OF YOUTUBE IN GERMANY
4. Super-heavy users: 79% of total YouTube
usage is accounted for by only 15% of all
users. „Normal“ users, on the other hand, watch
occasionally and for short period of time.
5. Advertising unwanted: Video
contact is not equal to ad
contact, as 78 to 96% of all
TrueView ads on YouTube are skipped by
users.
6. Apparent target groups: YouTube users are generally also TV watchers and vice versa. They
therefore do not form an independent target group, and
certainly not one that can no longer be reached via television in general
8. Apparent measurements: In GfK
and Google‘s Media Efficiency Panel (MEP),
TV use was only depicted in a
rudimentary way. If we transfer the MEP
framework parameters we are aware of [basis: only online, depiction of
only 11 channels, analysis only of 6am to 1am, no delayed use etc.] to the AGF/GfK
market comparison, our calculations show that
up to 40% of TV service is missing as documented by the
AGF/GfK panel. All TV figures from the MEP
must therefore be viewed with a critical
eye.
7. Barely incremental net coverage figure:
The exclusive net coverage figure
YouTube can reach over linear commercial
television averages only approx. 1 to 3% per month depending
on target group.
17
1.) GfK / Google MEP, Q1 2014; 2.) Model calculation based on AGF/GfK, Comscore and YouTube; 3.) YouTube „Global YouTube Audience Study“ 2013, results for Germany; ´4.) SevenOneMedia / Horizont of 22/04/2014; 5.) YouTube, Quisma; 6.) IP Deutschland, AGF / GfK, VuMA, IP Fourscreen Touchpoints; 7.) GfK / Google MEP / 2014, IP Deutschland analysis, Fourscreen Touchpoints
SOURCES FOR ALL THAT
18
TV – or should we say professionally produced video content? – is not only more popular than ever,
But it is also the only traditional medium, that successfully transformed it‘s strengths into the digital world.
TV delivers not only mass contacts in the most effective and efficient way,
But also is on the forefront of future developments:
Addressable TV
Non-linear content production
Mobile Marketing
Interaction with the viewer
HOWEVER