Post on 02-Jun-2018
8/10/2019 TV Advertising Viewing
1/121
1
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Copyright 2012 The Nielsen Company. Confidential and proprietary.
A Comprehensive Picture of
Digital Video and TV Advertising:Viewing, Budget Share Shift
and Effectiveness
8/10/2019 TV Advertising Viewing
2/121
8/10/2019 TV Advertising Viewing
3/121
3
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Executive Summary
Younger TV viewers, the coveted 18-34 demo, continue to grow their time spent withonline video.
Viewing Patterns and Implications (continued)
Implications for the future of digital video and TV, both imminent and longer term, include
better opportunities to:
Deploy digital media to buy video ad schedules targeting the hardest to reachaudiences(light TV, male and younger viewers)
Optimize video viewing through new content genres and formats that can travel across
screens Change how narratives are built and sequenced, altering content windows, distribution
and consumption
8/10/2019 TV Advertising Viewing
4/121
4
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Executive Summary
Share Shift: TV Ad Schedules and What Happens When Dollars AreReallocated to Digital
To benchmark how moving dollars from TV ad budgets to digital media*
affects reach and costs, the study examined 18 real TV schedules across keyadvertiser verticals. Categories include CPG (specifically HBA, Food, andBeverage), Technology, Automotive, Retail, Finance and Telecom. Analyseswere done on aggregated schedules for CPG and also for the non CPGverticals.
The schedule reallocations provide reach for the TV only schedules, as well asmovement of 5%, 10% and 15% of budget, respectively to digital media.
Non CPG TV only schedules reach was 48.5% P18+ and CPG TV onlyschedules reach was 61.2% P18+, directionally in keeping with how adschedules in those verticals usually compare for TV
* Digital media includes video, rich media and other display formats.
8/10/2019 TV Advertising Viewing
5/121
5
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Executive Summary
Share Shift: TV Ad Schedules and What Happens When Dollars AreReallocated to Digital
Across the 18 schedules in the study, budget shifts resulted in incremental
reach for the same spend. The average increase in P18+ reach at areallocation of 15% of budget was 4.2% or 4.2 reach points.
Non CPG schedules averaged incremental P18+ reach of 6.2% (or 6.2 reachpoints) at a reallocation of 15% of budget.
And on average, CPG P18+ reach grew 3.4% (3.4 reach points) when 15% ofdollars moved into digital.
Across verticals, the 15% share shift results in more reach at lower costs perpoint, dropping from an average of $67.6K to $63.0K. Corresponding CPMsgo from $13.82 to $12.31
8/10/2019 TV Advertising Viewing
6/121
6
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Executive Summary
Share Shift: TV Ad Schedules and What Happens When Dollars AreReallocated to Digital
For the reallocated schedules, the portion of reach points that is duplicated acrossboth web and TV or the cross platform piece is greater than the new online only
reach points. For example, the TV only CPG schedules started at 61.2% P18+ reach and
with 15% of budget shifted grew to 64.6% P18+ reach distributed as follows:6.6% online only, 17% online + TV and 41% TV only.
Similarly, for non CPG schedules at 15% reallocation of budgets, the TV only
schedule grows from 48.5% to 54.7% P18+ reach with 31.4 reach points inTV, 13.3 reach points online + TV and 10 reach points in online only
The duplicated or online + TV reach is shown to be more effective on keybrand effect metrics than either platform alone.
The sequence of exposure matters: prior exposure to an ad online enhancesthe impact of the TV exposure.
8/10/2019 TV Advertising Viewing
7/121
7
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Executive Summary
Implications of Reallocated Schedules and Cross PlatformDuplication and Ad Effectivity
In an increasingly digital world, the value of duplicated, as a function ofdiverse ad experiences, is likely to increase
Frequency across TV and digital by target audience and within ad verticalneed to be examined to optimize TV and digital platform schedules.
Planning and running online video first can boost how well both the online
video and TV portions of a campaign work.
8/10/2019 TV Advertising Viewing
8/121
8
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Executive SummaryVideo Brand Ad Effectiveness
Online video ads score higher impact than TV ads on Nielsen measured metrics. Metrics aregeneral recall, brand recall, message recall and ad likeability.
Greatest differentials on all metrics occur for video ads in full episode players compared to TV,both broadcast and cable. For example, message recall at 40% is double that of TV at 20%.General recall is 64% (vs. 46% on TV), Brand recall is 50% (vs. 27% on TV) and Ad Likeabilityis 28% (vs. 17% on TV).
Sequencing Matters. Prior exposure to online ads improves ad impact of TV ads by doubledigits. This is true across ad formats: Short Form, Full Episode or Display (Non-Video) Ads.Over half recall the ad, roughly one-third recall the brand or message and 20% like the adsonline vs. TV.
Ads are more effective online whether they are later duplicated on TV or as standalone onlineads. Full Episodes are the most effective, outperforming TV across metrics, demos, contentgenres and Ad Verticals. Short form videos are often, but not always, more effective than TVads.
Superior performance on ad effectiveness for ads in short form online video is evident but themargins relative to TV narrow.
Highest impact content for ads in full episode players are Documentary/tribute, SciFi, Talk,Drama/Adventure, Animation, all at 64% or more general ad recall.
Highest impact for ads in full episodes online are in the following Ad Verticals: Finance, Retail,Restaurants, Hospitality and Pharma.
8/10/2019 TV Advertising Viewing
9/121
9
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Executive Summary
Ad Receptivity
On average, people streaming video watch ads for 20 seconds andaverage a completion rate of 87%
Regardless of content, short or long form, mid roll ads enjoy thehighest completion rates, 99% in short form and 89% in long form.
Pre roll placements in short form ads average 79% completion ratesand in long form 81%.
Post roll placements in short form content average 71% completionrates and 79% in long form.
8/10/2019 TV Advertising Viewing
10/121
10
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Data Sources
Custom analysis of a wide range of Nielsen mediaresearch products:
Nielsen Cross Platform Homes Single Source Panel Nielsen VideoCensus Streaming Audience Measurement from Nielsen
NetView Panel
TV/Internet Fusion Data
Video Brand Effect Survey Data
Video Analytics Census Data
See appendix for overviews of each dataset methodology
8/10/2019 TV Advertising Viewing
11/121
11
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Background:Online Video Definitions Long form online video Any online video that, in its total, is longerthan 24 minutes in length, or
a site where the majority of the content is longerthan 24 minutes in length. (Includes all TV networksites and full episodes).
Short form onl ine video Any online video that, in its total, is shorterthan 24 minutes in length, ora site where the majority of the content is shorterthan 24 minutes in length.
Professionally produced content Any online video content that was produced in a professionalor studio environment.
User generated content (UGC) Any online video content that was produced by an individual user
in a non-professional context.
FEPs Full episode player (FEP) features an episode of a show that previously aired on television(example: Hulu)
Short Form Brand Effect VideoAll other online video formats except for the full episode player
(example: Movie trailer)
Survey Period Jan 2011 March 2012. Q1 2012 used for year over year comparisons
Note: Detailed Methodology slides are located in Appendix
8/10/2019 TV Advertising Viewing
12/121
12
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Copyright 2012 The Nielsen Company. Confidential and proprietary.
Online Video Usage Landscape:
Digital Video is Growing
C t St t f TV
8/10/2019 TV Advertising Viewing
13/121
13
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Current State of TV:Viewing is Flat
% Change12/11- 12/12
+2%
Nielsen Media Research (Syndicated Measurement)
Measurement Period: Dec. 2011- Dec. 2012Nielsen, PUT, Total Day
Dec. 11 Dec. 12, Live+SD US PUT%
C t St t f Di it l Vid
8/10/2019 TV Advertising Viewing
14/121
14
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Current State of Digital Video:Streamers Watch More Online Video for Longer
% Change12/11- 12/12
+49%
Measurement Period: Nov. 2011- Nov. 2012VideoCensus, Total Audience
Nielsen VideoCensus Dec. 11 Dec. 12
+12%
-3%
(7:30 hrs)
(5:04 hrs)
8/10/2019 TV Advertising Viewing
15/121
15
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
For Online Video Streamers,TV Viewing is Seasonal, but Steady
% ChangeJan 2011-
Mar 2012
A
vg.DailyTune-In
MinutesTVViewedPerMonth
Measurement Period: January 2011-March 2012Sum of Segment Average Minutes Per Tuning/Streaming Day Per PersonNielsen Cross Platform Homes PanelNote: Home Only Usage
Among Cross-Platform Homes Panel, A18+
Custom Analysis
(8 hrs)
(7 hrs)
(6 hrs)
(5 hrs)
(4 hrs)
TV Viewing by Online Video Streamers
YoY Change: +3% -2% -1%
-5%
8/10/2019 TV Advertising Viewing
16/121
Lightest TV Viewers are Watching
8/10/2019 TV Advertising Viewing
17/121
17
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Lightest TV Viewers are WatchingEven More Online Video
MinutesS
treamedPerM
onth
Measurement Period: March 2011-March 2012Segment Average Minutes Per Tuning/Streaming Day Per PersonNielsen Cross Platform Homes PanelNote: Home Only Usage
+42%Growth
3/11
-3/12
+30%Growth
3/11
-3/12
Min.
Min.
Min.
Min.
Lightest TV Viewers Stream TWICE as Much as Heavy TV Viewers
(Top 20% of Viewers) (Bottom 20% of Viewers)
Avg. Monthly Time Spent Streaming Video per TV Viewer
8 hrs
7 hrs
6 hrs
5 hrs
4 hrs
3 hrs
2 hrs
1 hr
Di it l Vid Vi i i Al G i
8/10/2019 TV Advertising Viewing
18/121
18
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Digital Video Viewing is Also GrowingAmong TV Viewers 18-34
% ChangeJan 2011-
Mar 2012
Avg.
MinutesStreamedperUsageDayp
erMonthperTVViewer
Measurement Period: January 2011-March 2012Sum of Segment Average Minutes Per Tuning/Streaming Day Per PersonNielsen Cross Platform Homes PanelNote: Home Only Usage
Among Cross-Platform Homes Panel, A18-34
TV Viewing by Online Video Streamers
YoY Change: +11% -3% +5%
+4%
8/10/2019 TV Advertising Viewing
19/121
8/10/2019 TV Advertising Viewing
20/121
20
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Copyright 2012 The Nielsen Company. Confidential and proprietary.
Digital Share-Shift:
Incremental Reach with Digital
Sh Shift R ll ti f B d t
8/10/2019 TV Advertising Viewing
21/121
21
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Share Shift: Reallocation of Budgetsfrom TV-Only Schedules to Digital Media
Examined 18 different studies of real schedules* that ran on TV acrosscategories
Compared Reach when 5%, 10% or 15% of budget is shifted to Digital**
Further comparison of CPG break out to Non-CPG categories
100%
TV
Reach?
95%
TV
90%
TV
85%
TV5%Online
10%Online
15%Online
Total of 18 studies across the following categories: Food, Health & Beauty, Beverage, Technology, Auto,Retail, Finance, Telecom. CPG break out includes aggregate of Food, Health & Beauty, and Beverages.
*Digital media includes digital video and display. **TV ad schedules came from a variety of verticals
All advertiser studiesMeasurement Period: January 2011-March 2012Total of 18 studies were aggregated to create norms across all categoriesNote: Simulations done in IMS Campaign RFData Source: TV/Internet Fusion
Shifting 15% of Media Spend to Digital Results in a
8/10/2019 TV Advertising Viewing
22/121
22
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Reach%
All advertiser studiesMeasurement Period: January 2011-March 2012Total of 18 studies were aggregated to create norms across all categoriesNote: Simulations done in IMS Campaign RFData Source: TV/Internet Fusion
Shifting 15% of Media Spend to Digital Results in a4% Increase in Advertiser Reach Across Verticals
IncrementalReach for
Same Spend
100
%TVReach
95%
TV
90%
TV5%Online
10%Online
15%Online
57.6 60.1 61.2 61.8+2.5% Reach +3.6% Reach +4.2% Reach
85%
TV
% of TV Budget Shifted to Digital*, Across Verticals
*Digital media includes digital video and display.
CPG Advertisers Were Able to Reach 17% of Their
8/10/2019 TV Advertising Viewing
23/121
23
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Audience on Both Platforms by Shifting 15% of Spendto Digital
Reach%
61.2 63.264.1 64.6
CPG Advertiser studies onlyMeasurement Period: January 2011-March 2012Total of 18 studies were aggregated to create norms across all categoriesNote: Simulations done in IMS Campaign RFData Source: TV/Internet Fusion
CPGAdvertisers
Only
Incremental
Reach for
Same Spend
+2% Reach +2.9% Reach +3.4% Reach
% of TV Budget Shifted to Online, CPG Advertisers
*Online includes digital video and display ads.
Non CPG Advertisers Can Increase Their Reach 6%
8/10/2019 TV Advertising Viewing
24/121
24
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Non-CPG Advertisers Can Increase Their Reach 6%By Shifting 15% Of Media Spend to Digital Properties
Reach%
48.5 52.553.9 54.7
NonCPG
Advertisers
Only
Non-CPG Advertiser studies onlyMeasurement Period: January 2011-March 2012Total of 18 studies were aggregated to create norms across all categoriesNote: Simulations done in IMS Campaign RFData Source: TV/Internet Fusion
Incremental
Reach for
Same Spend
+4% Reach +5.4% Reach +6.2% Reach
% of TV Budget Shifted to Online, Non-CPG Ads
*Online includes digital video and display ads.
Summary: Shifting Up to 15% of Ad Spend to
8/10/2019 TV Advertising Viewing
25/121
25
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Summary: Shifting Up to 15% of Ad Spend toOnline Provides Incremental and Effective Reach
Measurement Period: January 2011-March 2012Total of 18 studies were aggregated to create norms across all categoriesNote: Simulations done in IMS Campaign RFData Source: TV/Internet Fusion
% of TV Budget Shifted to Online
TV + Online
*Online includes digital video and display ads.
Reallocating Dollars To Online Builds
8/10/2019 TV Advertising Viewing
26/121
26
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Reallocating Dollars To Online BuildsHigher Quality, More Effective Reach at a Lower Cost
Measurement Period: January 2011-March 2012Total of 18 studies were aggregated to create these normsNote: Simulations done in IMS Campaign RFData Source: TV/Internet Fusion
% Shifted from TV to Digital
% Shifted from TV to Digital
Note: Share shift slides Include video + display
Across
Across
8/10/2019 TV Advertising Viewing
27/121
27
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Copyright 2012 The Nielsen Company. Confidential and proprietary.
Video Brand Effect and the Digital
Multiplier:Driving Effectiveness With Duplication
Shifting Media Spend to Digital Results in Duplicated
8/10/2019 TV Advertising Viewing
28/121
28
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Reach%
All advertiser studies. Measurement Period: January 2011-March 2012Total of 18 studies were aggregated to create norms across all categoriesNote: Simulations done in IMS Campaign RFData Source: TV/Internet Fusion
g p g pReach
Incremental
Reach for
Same Spend
100%
TVReach? 95%
TV
90%
TV5%
Online
10%Online
15%
Online
57.6 60.1 61.2 61.8+2.5% Reach +3.6% Reach +4.2% Reach
85%
TV
% of TV Budget Shifted to Online, Across Verticals
DuplicatedReach
But is Duplicated Reach Effective?
*In Share Shift slides, online includes digital video and display ads.In Brand Effect, digital video and display ads are shown separately.
General Recall of Ads on TV is Improved Through
8/10/2019 TV Advertising Viewing
29/121
29
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
All advertiser studiesMeasurement Period: January 2011-March 2012Total of 18 studies were aggregated to create norms across all categoriesNote: Simulations done in IMS Campaign RFData Source: TV/Internet Fusion
General Recall, Across Verticals
Duplication Online
Prior Exposure to Ad in Online Formats Improves General Ad Recall on TV
(Banner Ad)
Effectiveness
of Duplicated
Reach
8/10/2019 TV Advertising Viewing
30/121
8/10/2019 TV Advertising Viewing
31/121
8/10/2019 TV Advertising Viewing
32/121
Digital Multiplier Effect: Previous Ad Exposure in
8/10/2019 TV Advertising Viewing
33/121
33
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Digital Multiplier Effect: Previous Ad Exposure inShort Form Online Video Improves Effectiveness of TV Ads
Standard TV includes TV ads on both cable and broadcast networksNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceTV data based on responses up to 1 day post-ad stream; Based on exposures to Short Form Online Video in theprevious 7 daysLimited to the same brands that streamed online and aired on TV during the same period; specific creative
To Ad in Short-Form Online Video
Prior Exposure to Short Form Online VideoAd M k TV M Eff ti A D
8/10/2019 TV Advertising Viewing
34/121
34
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Ads Makes TV More Effective Across Demos
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Men 18-49Women 18-49
Men 18-34 Women 18-34
49%A18-49Avg TV+
ShortFormVideo
42%Avg. TVA18-49
43%A18-34Avg TV+
ShortFormVideo
39%Avg. TVA18-34
Digital Multiplier Effect: Viewers Who Saw a Banner Ad
8/10/2019 TV Advertising Viewing
35/121
35
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
g pOnline Before the TV Ad Showed a Lift Over TV Only
Standard TV includes TV ads on both cable and broadcast networksNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceTV data based on responses up to 1 day post-ad stream; Based on exposures to non video in theprevious 7 daysLimited to the same brands that streamed online and aired on TV during the same period; specific
To Display Ad
Duplication: Prior Exposure to Display Ads(N Vid O li ) M k TV M Eff ti
8/10/2019 TV Advertising Viewing
36/121
36
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
(Non-Video Online) Makes TV More Effective
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Men 18-49Women 18-49
Men 18-34 Women 18-34
50%AvgTV+
DisplayA18-49
43%Avg. TVA18-49
45%AvgTV+
DisplayA18-34
39%Avg. TVA18-34
8/10/2019 TV Advertising Viewing
37/121
37
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Copyright 2012 The Nielsen Company. Confidential and proprietary.
Video Brand Effect
Digital is More Effective
Online Video Ads Outperform TV Ads on
8/10/2019 TV Advertising Viewing
38/121
38
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
pAll Measured Effectiveness Metrics
Standard TV Ads include TV ads on both broadcast and cable. Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the sameperiod; specific creative executions may vary
Like Ads in Short Form (up to 24 Min.)
8/10/2019 TV Advertising Viewing
39/121
39
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
( p )Online Video Outperform Their TV Counterparts
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period;
8/10/2019 TV Advertising Viewing
40/121
Online Video Ads During Full EpisodesM t Eff ti
8/10/2019 TV Advertising Viewing
41/121
41
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
are Most Effective
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad exposureLimited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
Top Ad Verticals for Ad Effectiveness(General Recall), Adults 18+
64%Avg.
A18+ Gen.
Recall ofFull Ep
Video Ads
46%Avg.
18+ Gen.
Recall ofTV Ads
Top Content Genres for Ad Effectiveness(General Recall), Adults 18+
.in These Genres: and in TheseAd Verticals:
Note: More Brand Effect metrics (Brand Recall, Message Recall, Likeability) for Ads in Full Episodes Online vs. TV across Genres and Ad Verticals are available in the appendix.
Online Video Ads During Short FormVideos are Most Effective
8/10/2019 TV Advertising Viewing
42/121
42
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Videos are Most Effective
Top Demo for Ad Effectiveness Metrics
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad exposureLimited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
(by largest difference between short form video and TV)
Top Ad Verticals for Ad Effectiveness(General Recall), Adults 18+
.in TheseAd Verticals: and in This Demo:
Note: More ad effectiveness metrics across demos, genres, verticals and online formats are available in the appendix.
Women 18-34
Short Form Online Video is More EffectiveThan TV Across Demos
8/10/2019 TV Advertising Viewing
43/121
43
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Than TV Across Demos
Standard TV includes TV ads on both cable and broadcast networks Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+ Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and airedon TV during the same period; specific creative executions may vary
Men 18-34 Women 18-34
Men 18-49 Women 18-4945%
Avg.RecallA18-49SF Ads
44%
Avg.RecallA18-49TV Ads
Note: More slides are available in the appendix that show Short Form vs. TV Brand Effect across the
following demos: A18+, M18+, W18+, A18-49, A18-34, A35-64, M35-64, W35-64
42%Avg.Recall
A18-34SF Ads
40%Avg.
RecallA18-34TV Ads
Across Demos, Video Ads are More Effectivein Full Episodes Online Than on TV
8/10/2019 TV Advertising Viewing
44/121
44
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
p
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
Men 18-34 Women 18-34
Men 18-49 Women 18-4962%Avg.Recall
A18-49ull Ep Ads
42%Avg.Recall
A18-49TV Ads
57%Avg.Recall
A18-49Full Ep Ads
39%Avg.Recall
A18-34TV Ads
Note: More slides are available in the appendix that show Full Episodes Online vs. TV Brand Effect
across the demos: A18+, M18+, W18+, A18-49, A18-34, A35-64, M35-64, W35-64
Across Several Ad Verticals, Short Form OnlineVideo Ads Are More Memorable Than TV Ads
8/10/2019 TV Advertising Viewing
45/121
45
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Video Ads Are More Memorable Than TV Ads
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad exposureLimited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
General Recall Across Ad Verticals, Adults 18+
49%Avg.en. Recall ofF Video Ads
47%Avg.
Gen. Recallof TV Ads
Tech, Telecom and Food & Beverage, Pharma Categories Are Most Effective Tech and Health & Beauty Video Ads Online Significantly Outperform TV
Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Short Form
Video vs. TV across Ad Verticals are available in slides in the appendix.
Across Ad Verticals, Video Ads in Full EpisodesOnline Are More Memorable Than TV Commercials
8/10/2019 TV Advertising Viewing
46/121
46
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Online Are More Memorable Than TV Commercials
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad exposureLimited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
General Recall Across Ad Verticals, Adults 18+
64%Avg.en. Recallof Full EpVideo Ads
46%
Avg.Gen. Recallof TV Ads
Finance, Retail, Restaurants, Hospitality and Pharma are Most Effective Online
Finance, Retail, Hospitality and Health & Beauty Video Ads Outperform TV by 20Percentage Points or More
Note: More Brand Effectiveness metrics (Brand Recall, Message Recall, Likeability) for Ads in Full Episodes
Online vs. TV across Ad Verticals are available in slides in the appendix.
8/10/2019 TV Advertising Viewing
47/121
Across Ad Verticals, Ad Messages Are MoreMemorable in Full Episode Online Than on TV
8/10/2019 TV Advertising Viewing
48/121
48
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Memorable in Full Episode Online Than on TV
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad exposureLimited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
Message Recall Across Ad Verticals, Adults 18+
40%Avg.MessageRecall ofull EpisodeVideo Ads
20%Avg.Message
Recallof TV Ads
More Than Twice as Many Recall Messages Online Than on TV for Hospitality,Finance, Health & Beauty
Note: More ad effectiveness metrics across demos, genres, verticals and online formats are available in the appendix.
Across Ad Verticals, Video Ads Are MoreLikeable in Full Episodes Online Than on TV
8/10/2019 TV Advertising Viewing
49/121
49
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Likeable in Full Episodes Online Than on TV
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad exposureLimited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
Likeability of Ads Across Categories, Adults 18+
28%Avg.
Likeabilityof Full EpVideo Ads
15%Avg.
Likeabilityof TV Ads
Online Video Ads are More Than Twice as Likeable Than on TV for Hospitality,Pharma and Auto
Note: More ad effectiveness metrics across demos, genres, verticals and online formats are available in the appendix.
8/10/2019 TV Advertising Viewing
50/121
8/10/2019 TV Advertising Viewing
51/121
51
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Copyright 2012 The Nielsen Company. Confidential and proprietary.
Video Brand Effect by Vertical
CPG and Non-CPG
Both CPG and Non-CPG Video Ads are More Effectivein Full Episodes Online Than on TV
8/10/2019 TV Advertising Viewing
52/121
52
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
CPG Adults 18+ Non-CPG Adults 18+
64%Avg. Gen.
RecallA18+
Full Ep Ads
46%Avg. Gen.
RecallA18+TV Ads
About Two-Thirds of Full Episode Streamers Recall the Ad
Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.
CPG Video Ads are More Effective in Short FormVideo Online Than on TV
8/10/2019 TV Advertising Viewing
53/121
53
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
CPG Adults 18+ Non-CPG Adults 18+
49%Avg. Gen.
RecallA18+
Ads inShort Form
47%Avg. Gen.
RecallA18+TV Ads
About Half of Short Form Streamers Recall the Ad
Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.
Online Video Ads During Full Episodesare Most Effective in These Genres
8/10/2019 TV Advertising Viewing
54/121
54
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
are Most Effective in These Genres
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad exposureLimited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
Top Content Genres for Non-CPG Ad Effectiveness(General Recall), Adults 18+
64%Avg.
Gen.Recall ofideo Ads
46%Avg.
Gen.Recall ofTV Ads
Top Content Genres for CPG Ad Effectiveness(General Recall), Adults 18+
.For CPG: For Non-CPG:
Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.
/Tribute/Tribute (Non-Competiton)
,Effective in Short Form Videos Online Than onTV
8/10/2019 TV Advertising Viewing
55/121
55
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
TV
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
CPG Men 18-34 CPG Women 18-34
CPG Men 18-49 CPG Women 18-4945%
Avg.Recall
A18-49Short Form
Ads
39%Avg.Recall
A18-49TV Ads
42%Avg.Recall
A18-34Short Form
Ads
37%Avg.Recall
A18-34TV Ads
Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.
Across Demos, Non-CPG Video Ads areOn Par with TV in Short Form Videos
8/10/2019 TV Advertising Viewing
56/121
56
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
Non-CPG Men 18-34 Non-CPG Women 18-34
Non-CPG Men 18-49 Non-CPG Women 18-4944%
Avg.Recall
A18-49Short Form
Ads
45%Avg.Recall
A18-49TV Ads
42%Avg.Recall
A18-49Full Ep Ads
41%Avg.Recall
A18-34TV Ads
Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.
Across Demos, CPG Video Ads are MoreEffective in Full Episodes Online Than on TV
8/10/2019 TV Advertising Viewing
57/121
57
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
CPG Men 18-34 CPG Women 18-34
CPG Men 18-49 CPG Women 18-4960%
Avg. Gen.Recall
A18-49Full Ep.
Ads
41%Avg. Gen.
Recall
A18-49TV Ads
56%Avg. Gen.
RecallA18-34
Full Ep Ads
39%Avg. Gen.
RecallA18-34TV Ads
Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.
Across Demos, Non-CPG Video Ads are MoreEffective in Full Episodes Online Than TV
8/10/2019 TV Advertising Viewing
58/121
58
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+. Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad stream. Limited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
Non-CPG Men 18-34 Non-CPG Women 18-34
Non-CPG Men 18-49 Non-CPG Women 18-4963%
Avg.Gen.
RecallA18-49
Full Ep Ads
43%Avg. Gen
Recall
A18-49TV Ads
58%Avg. Gen.
RecallA18-34
Full Ep Ads
39%Avg. Gen.
RecallA18-34TV Ads
Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.
8/10/2019 TV Advertising Viewing
59/121
Across Genres, Non-CPG Online Video Ads DuringFull Episodes Are More Memorable Than TV Ads
Video Ads in Documentaries SciFi Talk Drama and Animation in Full
8/10/2019 TV Advertising Viewing
60/121
60
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
General Recall Across Genres, Adults 18+
64%
Avg.Gen. Recall
Video Ads inFull Episodes
46%Avg.
Gen. Recallof TV Ads
Video Ads in Documentaries, SciFi, Talk, Drama and Animation in Full
Episodes Online Have Best General Recall
Trib
ute
(Com
petitio
n)
(Non
-Com
petitio
n)
Note: Ads in CPG and non-CPG brand effect differ from ads in share-shift section, but CPG and non-CPG Ad Verticals are similar.
8/10/2019 TV Advertising Viewing
61/121
61
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Copyright 2012 The Nielsen Company. Confidential and proprietary.
Digital Video Ad Behaviors
On average, people streaming video watchthe majority of the ads featured
8/10/2019 TV Advertising Viewing
62/121
62
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
20secondsthe average length of viewing per
online video ad
87%the average completion percent of
those viewing ads in online video
Nielsen Video Analytics DataMeasurement Period: January 2011-March 2012
Those viewing Long Form content watch adslonger than those viewing Short Form content
8/10/2019 TV Advertising Viewing
63/121
63
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
% Increase of Long Form
over Short Form
Nielsen Video Analytics DataMeasurement Period: January 2011-March 2012Includes a mix of ad lengths
Mid-Roll Ads* Have Higher Viewing CompletionRates Than Either Pre-roll Or Post-roll Ads
8/10/2019 TV Advertising Viewing
64/121
64
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
At tenti veness
Score:
At tenti veness
Score:
At tentiveness
Score:
Nielsen Video Analytics DataMeasurement Period: January 2011-March 2012
Adsin
ShortF
orm
Conte
nt
Adsin
LongFo
rm
Content
76
88
64
At tenti veness
Score:
At tentiveness
Score:
At tent iveness
Score:
78
80
73
Video Analytics Attentiveness Score is a single number measuring the overall quality ofviewers experiences with a particular video, ad or ad/content interaction. Variables used tocalculate the score include: time spent viewed/length of clip, usage of pause, skip, or rewindfeatures, in or out of focus, increase/decreases in volume, going full screen, repeat viewing.* Mid roll in short form can refer to ads in between short form video during playlists.
8/10/2019 TV Advertising Viewing
65/121
65
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Copyright 2012 The Nielsen Company. Confidential and proprietary.
Different Types of Video Viewing:- Short Form Video vs. Long Form- Professional Video vs. UGC- Viewing Trends Across Categories
Short Form Content Reaches Nine in TenOnline Video Viewers
8/10/2019 TV Advertising Viewing
66/121
66
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Active Online Reach
(%)
Note: Each chart features mutually exclusive categories; on the full slide,there are three non-exclusive categories: Short Form Content, Long FormContent, and Professionally Produced Content, and may feature overlapfrom other categories. All other categories are mutually exclusive.
Nielsen NetView, March 2012Home & Work Usage
Nearly
ALLStreamers Watch
Short Form Video
*Long Form Video refers to any video over 24 minutes long and includes full episodes. Short form refers to under 24 minutes. See Sl. 11 for full definitions.
Most Online Video Viewed is Short Form
8/10/2019 TV Advertising Viewing
67/121
67
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Total Number of Online Videos Streamed (%)
Note: Each chart features mutually exclusive categories; on the full slide,there are three non-exclusive categories: Short Form Content, Long FormContent, and Professionally Produced Content, and may feature overlapfrom other categories. All other categories are mutually exclusive. Full
Nielsen NetView, Avg. Mos. (1/11-3/12)Home & Work Usage
Roughly Four out of Five Minutes Spent WatchingDigital Video is of Short Form Content
Total Time Spent Streaming Online Video (%)
*Long Form Video refers to any video over 24 minutes long and includes full episodes, short form refers to under 24 minutes.See Sl. 11 for full definitions.
Short Form and Long Form Digital VideoShow Seasonal Jan. Spike
8/10/2019 TV Advertising Viewing
68/121
68
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
*Netflix changed its methodology in April and May, impacting Time Spent StreamingMovies (Long Form) and Movie Trailer (Short Form)
Avg. Monthly Short Form Time Spent Streaming: 26 Billion Minutes
Avg. Monthly Long Form Time Spent Streaming: 5.3 Billion Minutes
Total Time Spent Streaming Online Video
YoY Change: +9% +2% -1%
YoY Change: -1% +18% -3%
Source: NetView Online PanelMeasurement Period: January 2011 March 2012. Total Minutes SpentViewing (Sum Total). Short Form is defined as online video content lessthan 24 minutes in length. Long Form is defined as online video contentlonger than 24 minutes in length. Short form and Long form are mutuallyexclusive categories. Full Episodes are considered Long Form Content.
8/10/2019 TV Advertising Viewing
69/121
Professionally Produced Content Reaches9 in 10 Online Video Viewers; UGC Reaches 8 in 10
8/10/2019 TV Advertising Viewing
70/121
70
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Active Online Reach
(%)
Nielsen NetView, March 2012(Typical month)Home & Work Usage
Nearly
ALLstreamers watch
professionally
produced
video
*See Sl. 11 for full definitions.
Brand channels were pulled out of YouTube traffic and attributed to professionally produced content.
Measurement Period: January 2011 March 2012. Total Minutes SpentViewing (Sum Total). Short Form is defined as online video content lessthan 24 minutes in length. Long Form is defined as online video contentlonger than 24 minutes in length. Short form and Long form are mutuallyexclusive categories. Full Episodes are considered Long Form Content.
Two-Thirds of Time Spent Streaming is ofProfessionally Produced Video
8/10/2019 TV Advertising Viewing
71/121
71
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Total Time Spent Streaming Online Video (%)
Nielsen NetView, Avg. Mos. (1/11-3/12)Home & Work Usage
UGC Accounts for 42% of Videos of Videos Streamed Roughly 1 Out of Every 3 Minutes Viewing Online Video is UGC
Total Online Videos Streamed (%)
Measurement Period: January 2011 March 2012. Total Minutes SpentViewing (Sum Total). Short Form is defined as online video content less than24 minutes in length. Long Form is defined as online video content longer than24 minutes in length. Short form and Long form are mutually exclusivecategories. Full Episodes are considered Long Form Content.
*See Sl. 11 for full definitions.
Brand channels were pulled out of YouTube traffic and attributed to professionally produced content.
UGC and Professional Digital Video Grow;Both Seasonally Spike in Jan.
8/10/2019 TV Advertising Viewing
72/121
72
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Avg. Monthly Min. Streaming UGC: 27.7 Billion Minutes
Avg. Monthly Min. Streaming Pro Content: 17.1 Billion Minutes
Total Time Spent Streaming
YoY Change: +10% +8% -1%
YoY Change: +21% +12% +8%
Source: NetView Online Panel. Measurement Period: January 2011 March 2012.Total Minutes Spent Viewing (Sum Total). Short Form is defined as online videocontent less than 24 minutes in length. Long Form is defined as online video contentlonger than 24 minutes in length. Short form and Long form are mutually exclusivecategories. Full Episodes are considered Long Form Content.
Streamers of UGC and Professional ContentAre Similar
More Streamers are Women
8/10/2019 TV Advertising Viewing
73/121
73
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Nielsen NetView, March 2012
Total Professionally Produced Videos Streamed
But Men Stream More Professional Videos and UGC, especially UGC
Total Unique Streamers
Time Spent Streaming: F 47% : M 53% Time Spent Streaming: F 43% : M 57%
Short Form is defined as online video content less than 24 minutes inlength. Long Form is defined as online video content longer than 24 minutesin length. Short form and Long form are mutually exclusive categories. FullEpisodes are considered Long Form Content.
News & Info Has More Than Twice the Reachof Any Other Genre of Online Video
8/10/2019 TV Advertising Viewing
74/121
74
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Active Online Streaming Reach(%)
Nielsen NetView, March 2012Home & Work Usage
Nearly
HALF of allstreamers
view TV
shows andclips online.
Total Minutes Spent Viewing (Sum Total). Short Form is defined as online videocontent less than 24 minutes in length. Long Form is defined as online video contentlonger than 24 minutes in length. Short form and Long form are mutually exclusivecategories. Full Episodes are considered Long Form Content.
More Time is Spent Streaming Portals,News & Info Video Than Any Other Genre
8/10/2019 TV Advertising Viewing
75/121
75
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Avg. Monthly Total Time Spent Streaming Online Video(in MM hours)
Nielsen NetView, 12 mos. avg. 1/11-12/12Home & Work Usage
Users View
Three Times
as Many
Minutes of
News & InfoThan TV
Shows
50% more time isspent streaming TVonline than Movies
Short Form is defined as online video content less than 24 minutes inlength. Long Form is defined as online video content longer than 24 minutesin length. Short form and Long form are mutually exclusive categories. FullEpisodes are considered Long Form Content.
Time Spent Streaming Professionally ProducedVideo Grows 8% Year Over Year Largely driven by Full Length Movies, News & Info, and Games
YoY
8/10/2019 TV Advertising Viewing
76/121
76
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video StudyShort Form is defined as online video content less than 24 minutes in length. Long Form isdefined as online video content longer than 24 minutes in length. Full Episodes areconsidered Long Form Content.
*Netflix changed its methodology in April and May, resulting in Movie Trailer drop in Time SpentStreaming .Feb. chosen for YoY comparison to avoid Jan. seasonality
YoY
%Chg2/11-2/12
8%
14%
-29%
25%
-28%
-42%
-33%
36%
ProfessionallyProducedContent
Total Time Spent Streaming (Min.)
Jan. 2011 Mar. 2012
Source; NetView Online PanelTotal Minutes Spent Viewing (Sum Total)
Demos of Video Genres by Videos Streamed
Profi le by Total Number of Online Videos Streamed (%)
8/10/2019 TV Advertising Viewing
77/121
77
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Nielsen NetView, March 2012
y ( )
Short Form is defined as online video content less than 24 minutes inlength. Long Form is defined as online video content longer than 24 minutesin length. Short form and Long form are mutually exclusive categories.Full Episodes are considered Long Form Content.
8/10/2019 TV Advertising Viewing
78/121
78
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Copyright 2012 The Nielsen Company. Confidential and proprietary.
Appendix
Identifying Future Opportunities With LearningsFrom Past Studies
8/10/2019 TV Advertising Viewing
79/121
79
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Aggregated 18 different studies fromdifferent advertisers across categoriesincluding: Food
Health & Beauty Beverage Technology Auto Retail Finance Telecom
CPG break out includes aggregate of Food,
Health & Beauty, and Beverages
Mobile Video Viewing Is Growing Along WithOnline Video
8/10/2019 TV Advertising Viewing
80/121
80
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
From Nielsen Cross Platform Report, Q1 2012Mobile video user projection, time spent and composition data are based on survey analysisof past 30 day use during the period. The mobile video audience figures in this reportinclude mobile phone users (aged 13+) who access mobile video through any means(including mobile Web, subscription-based, downloads and applications).
Digital Video Viewing is GrowingAmong TV Viewers % ChangeJan 2011-
Mar 2012
8/10/2019 TV Advertising Viewing
81/121
81
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
+12%
Avg.
MinutesStream
edPerMonth
Measurement Period: January 2011-March 2012Sum of Segment Average Minutes Per Tuning/Streaming Day Per PersonNielsen Cross Platform Homes PanelNote: Home Only Usage
+14%1/11
-1/12
+12%2/11
-2/12
+10%3/11
-3/12
Among Cross-Platform Homes Panel, A18+
Online Video Streaming Usage by TV Viewers
(4 hrs)
(3.5hrs)
(3 hrs)
(2.5hrs)
8/10/2019 TV Advertising Viewing
82/121
8/10/2019 TV Advertising Viewing
83/121
Prior Exposure to Short Form Online VideoAds Makes TV More Effective Across Demos
49%
8/10/2019 TV Advertising Viewing
84/121
84
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Men 18-49Women 18-49
Adults 18-34 Adults 35-64
A18-49Avg TV+
ShortFormVideo
42%Avg. TV
A18-49
Prior Exposure to Full Episode Online VideoAds Makes TV More Effective Across Demos
8/10/2019 TV Advertising Viewing
85/121
85
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Men 18-49Women 18-49
Adults 18-34 Adults 35-64
49%A18-49vg TV+
Full EpVideo
42%
Avg. TVA18-49
Duplication: Prior Exposure to Non-VideoOnline Ads Makes TV More Effective
8/10/2019 TV Advertising Viewing
86/121
86
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Men 18-49Women 18-49
Adults 18-34 Adults 35-64
50%AvgTV+
OnlineA18-49
43%Avg. TVA18-49
Duplication: Prior Exposure to Short FormOnline Video Ads Makes TV More Effective
8/10/2019 TV Advertising Viewing
87/121
87
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Adults 18+
Adults 18-49
Adults 18-34 Adults 35-64
Duplication: Prior Exposure to Short FormOnline Video Ads Makes TV More Effective
8/10/2019 TV Advertising Viewing
88/121
88
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Men 18+ Women 18+
Men 18-49 Women 18-49
Duplication: Prior Exposure to Short FormOnline Video Ads Makes TV More Effective
8/10/2019 TV Advertising Viewing
89/121
89
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Men 18-34 Women 18-34
Men 35-64 Women 35-64
Short Form Online Video is More EffectiveThan TV Across Demos
8/10/2019 TV Advertising Viewing
90/121
90
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Adults 18+ Adults 18-49
Adults 18-34 Adults 35-64
Short Form Online Video is More EffectiveThan TV Across Demos
8/10/2019 TV Advertising Viewing
91/121
91
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Men 18+ Women 18+
Men 18-49 Women 18-49
Short Form Online Video is More EffectiveThan TV Across Demos
8/10/2019 TV Advertising Viewing
92/121
92
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Men 18-34 Women 18-34
Men 35-64 Women 35-64
Short Form Online Video is More EffectiveThan TV Across Demos
8/10/2019 TV Advertising Viewing
93/121
93
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Adults 18-34 Adults 35-64
Men 18-49 Women 18-4945%
Avg.RecallA18-49SF Ads
44%Avg.RecallA18-49TV Ads
Across Demos, Video Ads are More Effectivein Full Episodes Online Than on TV
Men 18-49 Women 18-49
62%Avg.
RecallA18-49
8/10/2019 TV Advertising Viewing
94/121
94
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sportsNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Adults 18-34 Adults 35-64
Men 18 49 Women 18 49A18 49ull Ep Ads
42%Avg.Recall
A18-49TV Ads
8/10/2019 TV Advertising Viewing
95/121
Across Demos, Video Ads are More Effectivein Full Episodes Online Than on TV
8/10/2019 TV Advertising Viewing
96/121
96
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard TV includes TV ads on both cable and broadcast networks . Primetime, non-sports
Nielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Green arrows indicate a positive difference at >90% confidenceOnline & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period; specificcreative executions may vary
Men 18+ Women 18+
Men 18-49 Women 18-49
8/10/2019 TV Advertising Viewing
97/121
Across Genres, Nearly Twice as Many Recallthe Brand Advertised in Online Video Than on TV Roughly Half Recall the Brand Online vs. 1 in 4 on TV
Online Documentaries, Science Fiction and Talk Especially Outperform TV
8/10/2019 TV Advertising Viewing
98/121
98
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video StudyNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TV during the same period;specific creative executions may vary. TV ads include primetime, non-sports
Brand Recall Across Genres, Adults 18+
50%Avg.
Brand Recallfor Video Ads
27%Avg.
Brand Recallfor TV Ads
O e ocu e ta es, Sc e ce ct o a d a spec a y Outpe o
Trib
ute
Advic
e
Adve
nture
Brand recall only asked of those who correctly recall general recall.Message recall, only shown to those who correctly recall brand.
8/10/2019 TV Advertising Viewing
99/121
8/10/2019 TV Advertising Viewing
100/121
Top Genres for Online Video Ad EffectivenessVideo Ad on an Online Full Episode Player vs. TV Commercial
8/10/2019 TV Advertising Viewing
101/121
101
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video StudyNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad streamLimited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
Across Some Ad Verticals, Short Form OnlineVideo Brands Are More Memorable Than TV Ads
Tech, Food & Beverage, Health & Beauty, Telecom and Pharma Video Ads
Online Significantly Outperform TV Commercials
8/10/2019 TV Advertising Viewing
102/121
102
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video StudyNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad exposureLimited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
Brand Recall Across Ad Verticals, Adults 18+32%
Avg.
Brand Recallof Video Ads
28%Avg.
Brand Recallof TV Ads
g y
Brand recall only asked of those who correctly recall general recall.Message recall, only shown to those who correctly recall brand.
,Video Messages Are More Memorable Than TV
Ads Health & Beauty, Telecom, Pharma, Food & Beverage and Tech Categories Significantly Outperform TV
Online Video Ads for Health & Beauty and Pharma Have Twice the Message Recall of TV Commercials
8/10/2019 TV Advertising Viewing
103/121
103
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video StudyNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad exposureLimited to the same brands that streamed online and aired on TV
Message Recall Across Ad Verticals, Adults 18+
24%Avg.MessageRecall of
Video Ads
21%Avg.
MessageRecall ofTV Ads
y g
Brand recall only asked of those who correctly recall general recall.
Message recall, only shown to those who correctly recall brand.
Across Some Ad Verticals, Short FormOnline Video Ads Are More Likeable Than TV Ads
Health & Beauty, Food & Beverage, Tech and Telecom Ads Online Are Most Likeabl
Health & Beauty and Tech Video Ads Online Significantly Outperform TV
8/10/2019 TV Advertising Viewing
104/121
104
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video StudyNielsen Video Brand Effect (IAG), 01.01.11 - 03.31.12, A18+Online & TV data based on responses up to 1 day post-ad exposureLimited to the same brands that streamed online and aired on TVduring the same period; specific creative executions may vary
Likeability Across Ad Verticals, Adults 18+
17%Avg.Likeabilityf Video Ads
15%
Avg.Likeabilityof TV Ads
8/10/2019 TV Advertising Viewing
105/121
8/10/2019 TV Advertising Viewing
106/121
106
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Nielsen Panel Methodologies
200,000+ monthly panelists with a passive meter capturing
all internet connected activity. Measurement captures both
Home and Work usage.
Nielsen
Online
NetView Panel
8/10/2019 TV Advertising Viewing
107/121
107
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Metercapabilitiesinclude:
WebmeasurementApplicationsTrackingDevice
Measurement
StreamingMediaAudioMeasurementSiteCensus DataPageContentFull
URL
detail
Searchterms
Nielsen Cross Platform Homes Panel SingleSource
Panel of 10,000 Households (25,000 panelists) ages 2+
8/10/2019 TV Advertising Viewing
108/121
108
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
with both National TV People Meters and NetView PCmeters installed in their homes
Panelists are in the panel for a maximum of 2 years
Allows broad analytics on TV and Internet usage surfing
and streaming Internet usage restricted to in home internet use
Nielsens
TV/Internet
Data
Fusion
Methodology
Fusion links one TV panelist with oneOnline panelist Age and gender as critical cells
TV/Internet fusion links Nielsens 200,000 person NetView Online panel, with the
50,000 person National People Meter Television Panel
8/10/2019 TV Advertising Viewing
109/121
109
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Online panelist
Clara35 years old
NYC
Presence ofchildren 2-11
10 hrs online/wk
Sara35 years old
NYC
Presence ofchildren 2-11 10 hrs online/wk
TV Panelist Online Panelist
Age and gender as critical cells(must-match criteria)
A carefully selected list of other
demographic variables including:Presence of children 2-11Presence of children 12-17EducationHousehold SizeHousehold IncomeZip Code
Race
Home and work Internet usage datacollected via surveys will also beused as hooks during the fusion
8/10/2019 TV Advertising Viewing
110/121
110
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Video Brand Effect Methodology
8/10/2019 TV Advertising Viewing
111/121
Video Brand Effect addresses a variety ofstrategic questions
How does the advertisers pre-roll or in-stream ads performagainst Online Video and TV ad effectiveness norms?
8/10/2019 TV Advertising Viewing
112/121
112
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
against Online Video and TV ad effectiveness norms?
What is the "amplifying effect of the advertisers online videoad campaign on their concurrent TV campaign?
How does frequency of exposure impact Online Videocampaign effectiveness?
What role does frequency of exposure play across platforms?
For example, is there greater impact when an advertisers targetconsumer is exposed to your campaign twice on TV and twice inonline video versus being exposed all four times on TV?
How are your microsites performing relative to your primaryWeb properties?
Real-world media consumption, real-timemeasurement
RewardTV is thedata engine for
8/10/2019 TV Advertising Viewing
113/121
113
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
gNielsen Video andTV Brand Effect.
Its an on-line
research panelpositioned to
consumers as aTV/Video trivia
website.
*Brand impact is measured up to 24 hours after exposure for comparison to TVand up to a maximum 7 days after exposure for online comparisons
Brand Effect (IAG) data collection
1. Panelists log in toRewardTV.com
2. Select the shows theywatched on TV (P1D)
1. Panelists log in toRewardTV.com
2. Select the shows theywatched on TV (P1D)/O li (P7D)
8/10/2019 TV Advertising Viewing
114/121
114
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
/Online (P7D)3. Answer questions
about the TV andOnline shows theywatched & the videoads and placementswithin
4. Answer questionsabout the taggedInternet ads exposed(P7D) mostly short-form video and display
5. Earn reward points forquestions they answercorrectly
/Online (P7D)3. Answer questions
about the TV and
Online shows theywatched & the videoads and placementswithin
4. Answer questionsabout the taggedInternet ads exposed(P7D) mostly short-form video and display
5. Earn reward points forquestions they answercorrectly
Soft incentives do not alter viewing
behavior. People participate because its a
fun extension of their TV-viewing
experience!
Survey
Process:
Like
TV,
panelists
select
an
online
show
onwhichtotakeasurvey
8/10/2019 TV Advertising Viewing
115/121
115
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Standard Ad Questions
8/10/2019 TV Advertising Viewing
116/121
116
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
TV Brand Effect ad performance metrics definedRECALL Metrics
quantify the net impact of advertising
1. Is the adbreaking
through?
LINKAGE Metrics
isolate and diagnose the
creative elements
8/10/2019 TV Advertising Viewing
117/121
117
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Among those who
recall the ad, the %
who recalled the
brand
Brand Linkage
g
2. Is the brand
communicated?
3. Is the message
communicated?
4. Is the ad well
liked?
Message Linkage
Among those who
recall the brand, the %
who recalled themessage
Likeability Linkage
Among those who
recall the brand,
the % who likedthe ad
5. Did the ad impact
product intent? Optional Purchase/Usage Intent
Brand Effect
Comparison TV Brand Effect (IAG) Video Brand Effect (IAG) Online Brand Effect Mobile Brand Effect
MethodologyOpportunity-To-See
(RewardTV)Opportunity-To-See
(RewardTV)Test-Control (Facebook)
Opportunity-To-See+ Test-Control (On-
Device)
Focus Break-through Break-through Attitudinal ImpactBreak-through +
Attitudinal Impact
Program
EngagementYes Yes (Long-form only) No No
8/10/2019 TV Advertising Viewing
118/121
118
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
g g
Standard Ads Yes Yes Yes Yes
Branded
EntertainmentYes Yes (Long-form only) No No
Formats Measured TVFull-Episode Video (Long-form content) + Short-form
video
Online video, Display, RichMedia
Online video, Display,Rich Media
BenchmarksIn-stream Online Video,
TV, Cross-Media Lift
Long-form Video: Video, TVShort-form video: Video,
Display and TVOnline Video, Display Ads
TV, Online Video, DisplayAds
Tagging N/A: Self-reported
Long-form Video: VideoPlayer Beacon
Short-form video: CreativePixel Tag
Creative Pixel Tag Re-Targeting/UDID
Exposure
Response LagUp to 1 Day
Up to 1 Day(Max. Up to 7 days)
Up to 1 Day Up to 1 Day
Required
Impressions
Can measure anythingabove 20 GRPs
15MM impressions ~ 100survey sample (no cap)
1.5MM unique impressions~ 600-800 survey sample
per cell (up to total of 3,600to 4,800 across cells)
Depends on format
8/10/2019 TV Advertising Viewing
119/121
(B) TV Commercial Survey
Among TV Exposed
(A) Online Video Survey
Among Online Exposed
Nielsen TV & Online Video panelists come from thesame source
8/10/2019 TV Advertising Viewing
120/121
120
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Comparable data collection methodology
and comparable ad effectiveness metrics
across both platforms!
Among TV ExposedAmong Online Exposed
(1)Online Only
Exposed(Single Platform)
(3) TV Only
Exposed(Single Platform)
(2) TV + Online
Exposed(Dual Platform)
Questions?
8/10/2019 TV Advertising Viewing
121/121
121
Copyright 2012 The Nielsen Company. Confidential and proprietary.
IAB Online Video Study
Copyright 2012 The Nielsen Company. Confidential and proprietary.
Questions?
Sherrill Mane
SVP Research, Analytics & Measurement, IABsherrill@iab.net
Kristina Sruoginis
Research Director, IABkristina@iab.net
mailto:sherrill@iab.netmailto:kristina@iab.netmailto:sherrill@iab.netmailto:kristina@iab.net