Digital Media Presentation_SKY Alphabet_2015
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+1 (604) 710-1105 [email protected] USING DIGITAL TO CONNECT WITH HARD TO REACH SEGMENTS AUTHOR: STEVE YANOR MIGRATING FROM TELEVISION TO ONLINE © 2015 STEVE YANOR. ALL RIGHTS RESERVED. DATA SOURCES: VARIOUS
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Transcript of Digital Media Presentation_SKY Alphabet_2015
+1 (604) 710-1105
USING DIGITAL TO CONNECT WITH HARD TO REACH SEGMENTS
AUTHOR: STEVE YANOR
MIGRATING FROM TELEVISION TO ONLINE
© 2015 STEVE YANOR. ALL RIGHTS RESERVED.
DATA SOURCES: VARIOUS
#1 Leisure Activity is Watching TV (Traditional or Online)
( D I G I TA L A S A % O F T O TA L M E D I A M I N U T E S )
Now, More Time Spent with Digital Media Than TV
Digital = Internet, Mobile, Tablet
Media MinutesDigital 316
T.V. 271Radio 86Print 32
Newspaper 18Total 723
( O N LY 4 5 + L I K E LY T O W AT C H B R O A D C A S T T V W E E K LY )
The Move to Watching TV Online Continues…
( 1 8 - 4 4 L I K E LY T O W AT C H T V O N L I N E M O N T H LY )
Key Demographics (18-44) Increasingly Likely to Watch Video Online
( C O S T P E R 3 0 S E C O N D S P O T O N U S N E T W O R K S )
As Television Continues to be Prohibitively Expensive for Advertisers…
$37,000 – $316,000 per :30 spot
…Growth in Online Advertising Speeds Up…
Online Continues to Kill Other Media Buys
Why spend money where there’s no people?
( I N T H E P U R C H A S E D E C I S I O N )
The First Time People Buy a Product:
The Brand Plays a Major Role
The Price Plays a Major Role
The Convenience Plays a Major Role
People Prefer to Buy Brands They Like
They Like Brands They Invite into their Lives
Volvo Semi Truck: 75 million views = 31% Sales Increase
G O A H E A D . G U E S S .
What’s the Most Watched Video on the Internet, Ever?
Psy. (Korean Pop Artist) 2.2 Billion YouTube Views
T O TA L V I E W E R S H I P : 1 8 M I L L I O N
H B O ’ S M O S T W A T C H E D S H O W
Y O U ’ R E W AT C H I N G Y O U T U B EE V E N I F Y O U L I V E I N A C A V E
( S O U R C E : C O M S C O R E , N O V. 2 0 1 4 )
YouTube is Now More Popular Than Netflix
1 6 2 M I L L I O N U N I Q U E V I S I T O R S 1 M O N T H ( O C T 2 0 1 4 )
( A W A R E N E S S A F T E R E X P O S U R E B Y A D T Y P E )
Video Builds Awareness The Fastest. By Far.
10%
6%8%
( C O S T P E R T H O U S A N D I M P R E S S I O N S - I N D U S T R Y AV G . )
YouTube Video is the Cheapest Way to Reach an Audience.
0
10
20
30
40
NEWSPAPER TV RADIO YOUTUBE
$16.00$18.60
$24.76
$36.60
Case Study: Selling a $2 Million Franchise in Six Days
I N T H E F I R S T W E E K M Y P H O N E WA S R I N G I N G O F F T H E H O O K . 8 , 5 0 0 I M P R E S S I O N S A N D 1 0 8 6 V I E W S . F O R $ 5 9 .
W E S O L D A N E W F R A N C H I S E F O R 5 C E N T S P E R V I E W ”
M I K E M U T S A E R T S – V P, F R A N C H I S E , C A P - I T
1,086 views 36 Leads 2 Offers 1 Deal Closed
T H E F I R S T 5 S E C O N D S B E F O R E T H AT C U T E C AT V I D E O P L AY S
We’re All About the Pre-Roll
S AY A N D S H O W W H AT Y O U W A N T AT N O C H A R G E !
It’s Free: a Captive Audience for 5 Seconds
Largest Gains in Awareness Happen Early
Double Awareness By Combining YouTube with TV
