20
the video opportunity

Google's vision for_video-online_tuesday

Embed Size (px)

DESCRIPTION

This presentation was given by Benjamin Faes, Managing Director Media & Platform at Google, at Online Tuesday on February 14, 2012.

Citation preview

Page 1: Google's vision for_video-online_tuesday

the video opportunity

Page 2: Google's vision for_video-online_tuesday
Page 3: Google's vision for_video-online_tuesday

Google Confidential and Proprietary

do any of these describe you?

“I have video content but no audience”

“I have video content and viewers, but no way to monetise it”

“I make money from video but want to optimize my advertising”

“I want to offer video across mobile devices”

“I love video”

Page 4: Google's vision for_video-online_tuesday

Google Confidential and Proprietary

how we watch is changing

• limited programming • mass appeal content • passive audience • one way experience

1950 – 1980 TV

BROADCASTING

• 500 channels • targeted content • selective audience • two-way experience

1980 – 2002 Cable TV

• unlimited channels • unlimited, niche content • engaged audience • multi-way experience

00 and beyond Digital video

MICROCASTING

Page 5: Google's vision for_video-online_tuesday

people are changing

Google Confidential and Proprietary

"It's interesting to think of what the definition of a TV is,” said Comcast's Strauss

“I have a video sales team… but want to optimize my advertising”

“People don’t think of TV anymore, they just think of video.”

"My kids think an iPad is a TV!”

Page 6: Google's vision for_video-online_tuesday

content is changing

Google Confidential and Proprietary

the line between advertising and content is blurring

ads need to entertain, and enhance content

Page 7: Google's vision for_video-online_tuesday

video is primetime

+30% increase in online video viewership from 6-9pm

online video watching shifting to primetime

Google Confidential and Proprietary

Source: Yahoo! Online Video Watching Study, June 2011. Yahoo! Insights, Phase 2 of Video

Page 8: Google's vision for_video-online_tuesday

Primetime content is moving online

Page 9: Google's vision for_video-online_tuesday

Are you ready? Video is exploding

Page 10: Google's vision for_video-online_tuesday

video: opportunity & challenge

Page 11: Google's vision for_video-online_tuesday

32% of time spent online, 500%+ growth online video spend

online video comprises nearly

eMarketer Nov 2011, 2011-2015 growth

the opportunity is BIG

Page 12: Google's vision for_video-online_tuesday

challenge: fragmentation

Today users have access to content on their schedule and can access in many ways and places.

Consumer behaviour has changed and fragmented Google Confidential and Proprietary

Page 13: Google's vision for_video-online_tuesday

challenge: the pace of evolution

Google Confidential and Proprietary

Advertising has evolved dramatically since the first text and display banners

•  Advertising models (cpm, cpv, cpa) and formats (pre- & post-roll, overlay) have evolved

•  Buyers are experimenting with immersive rich media and video takeovers

Page 14: Google's vision for_video-online_tuesday

Formats and Platforms

Page 15: Google's vision for_video-online_tuesday

Pre-roll completion rates

82% completion rate

15 seconds 71%

completion rate

30 seconds

Experiments with new formats

Skippable User Choice Interactive / Social

there’s a perfect (video) ad for everyone

Google Confidential and Proprietary

Source: Google internal data, April 2011 Google video network partners and owned and operated properties

Page 16: Google's vision for_video-online_tuesday

TrueView: Give Viewers Choice

Page 17: Google's vision for_video-online_tuesday

TrueView – Asos

Page 18: Google's vision for_video-online_tuesday

TrueView - Durex Vinyl

I saw this as an add on a video then came here to watch this video again :s widesentertainment The first time EVER I have elected not to‘SKIP THIS AD’ on YouTube. Gratz Durex, lets get it on joysticky83 First time I’ve even not skipped the add. First time I’ve ever deliberately tried to find an add. Well played Durex JakeMDavey haha first time i actually chose not to‘skip this ad’ and then came back to listen again :$ :) AlitaPalliee96

Page 19: Google's vision for_video-online_tuesday

Google Confidential and Proprietary

Mobile Browser

Desktop Browser

Mobile Applications

Invest in a Mobile Video Experience

Page 20: Google's vision for_video-online_tuesday

thank you