Shortcast Yahoo! final roadshow
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Transcript of Shortcast Yahoo! final roadshow
QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015
consumer qualitybest in class
innovative
well made
distinctive/unique
commercial quality
high technical standard
editorial control
what is shortcast?
Source: Yahoo! Shortcast research
audiovisual growth
video online
24.7m short form viewers (<5 mins)
£54m (+91%)video advertising growth
TV
+ 2hrslinear TV viewing
+16%ITV ad revenue
Source: Yahoo! Shortcast research/IAB/Comscore/Screendigest/BARB/ITV
2015: on the road to digital and TV parity
readersweb growth, broadband
flash
mobility & wifi
live streaming
text & video interaction
3d
hd
viewers
Source: Yahoo! Shortcast research
sizing up the opportunity
Yo
utu
be
Fa
ce
bo
ok
ITV
Ch
an
ne
l 4
Sk
y N
ew
s
Ya
ho
o!
MS
N
Sk
y S
po
rts
Th
e S
un
Th
e G
ua
rdia
n
LO
VE
FIL
M
AO
L
Th
e T
ime
s
BB
C i
Pla
ye
r
BB
C N
ew
s
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%80%
46%
18% 17% 14% 13% 13% 11% 8% 6% 5% 4% 3%
44% 41%
77%
% video users consuming short video monthly
Source: Yahoo! Shortcast research
a distorted market
free?
quality quantity
Source: Yahoo! Shortcast research
2015: the consumer reality
video users 3 times more likely to agree that
we will have to pay for more online video content
Source: Yahoo! Shortcast research
what we did
opinionleaders
video diary (75 )video audit quant (2000) opinion leaders
Source: Yahoo! Shortcast research
observational (7)
consumerdrivers
whowhat
wherewhen
shortcastadvertising
device
age
publishers
genre
how produced
findability
location
clip length
beyond demographics
whowhatwherewhen
Source: Yahoo! Shortcast research
from traditional, to digital, to shortcast
video publishers
less
so
cial
mo
re s
oci
al
Source: Yahoo! Shortcast research
multimedia publishers
two distinct audiences, one shortcast opportunity
video publishers
less
so
cial
mo
re s
oci
al
higher quality,
broadcast
ad supported clips = better
quality
short form as good as
longer formaged 25+
lower quality, ugc
illegal sites = good as
official sites
video online = money saver
under 25skew
Source: Yahoo! Shortcast research
multimedia publishers
brand safe environments
video publishers
less
so
cial
mo
re s
oci
al
Source: Yahoo! Shortcast research
multimedia publishers
the genre divide
video publishers
less
so
cial
mo
re s
oci
al
sport news cookery lifestyle travel
ugc adult music virals comedy
multimedia publishers
Source: Yahoo! Shortcast research
Laptop Desktop Computer
iPod Touch / Archos
Tablet PC Mobile Phone Games Console0
10
20
30
40
50
60
7064 63
39 38
1713
3 tiers of short form usage
status quo
the future
Source: Yahoo! Shortcast research, % of video viewers who view short form weekly
%
the device effect
16-2423% daily
C2DE skew
18% use daily
no skew31% daily
35-44 ABC1
27% daily
slight 1
6-24
27% daily
no skew
24% daily
new
s sport
film tv
Source: Yahoo! Shortcast research % base amongst weekly
most regularly later in the day, ‘stumble
upon’
mainly iPlayer,viewing with others
start/endof day shorter clips
beginning and during working day,
‘seek out’
usage mirrors personal laptop
similar to mobile – shorter clips
iPad… high engagement, with issues
‘easier to navigate, watching videos is
great… annoying that not all will work’
highly intuitive, enjoyable, with a high quality – ‘beautiful pieces of kit’
Source: Yahoo! Shortcast research
monday 10am – checkingsport
trailers
current affairs
Source: Yahoo! Shortcast research
wednesday 9pm – tiredmusic
cookery
entertainment
Source: Yahoo! Shortcast research
friday midday - happycomedy
virals
news
Source: Yahoo! Shortcast research
saturday 7pm - relaxedmusic
trailers
tv clips
Source: Yahoo! Shortcast research
shortcastadvertising
whowhat
wherewhen
consumerdrivers
Source: Yahoo! Shortcast research
stumble uponinfo seek ‘how to’
bored – seek distraction
indulging in interests
keeping ‘looped in’
sent something
music listening
360O triggers
Source: Yahoo! Shortcast research
sport clip viewing
• time specific
• place specific
live is the aspiration
‘wanted to see the goals… it’s much easier and quicker than MOTD’
(male, aged 45-54)
Source: Yahoo! Shortcast research
homemade can be quality
as if you were there
Adam (aged 16-24, Bristol)
• in a band
• frequent gig/festival goer
nostalgia and novelty
• very old clips, poor quality
• part of their charm
Source: Yahoo! Shortcast research
42% 30% 28%
official website
when given the choice...
uploaded clip news story
ITV
Source: Yahoo! Shortcast research
shortcast opportunities
web security remains a real concern
Source: Yahoo! Shortcast research
shortcastadvertising
whowhat
wherewhen
consumerdrivers
audio = higher impact
video users 50% more likely to agree
I will stop what I’m doing and
turn on the sound on a video clip 49%
disagree25% unsure
26% agree
Source: Yahoo! Shortcast research
> 2 mins
paid for advertising earned advertising
how long: ideal ad lengths
<10 seconds 10-30 seconds spot ads
TV
ad
so
nlin
e a
ds
tv sponsorship & idents
onlinebumpers
7 secondsmin. skippable
1 -2 mins
1 - 2 mins max paid TV ad
30 secondTV spot ads
earned media
sought after high
quality advertising
content
all TV ads
Source: Yahoo! Shortcast research
advertising 22 seconds
Click here for more
interactivity needs clear benefits
I would like to be able to interact more with the online videos I watch
41% disagree41% unsure18% agree
Source: Yahoo! Shortcast research
Joe’s passion… football
• while watching, he gets drawn in
to supporting content
• creates fixed times to watch
football clips
I sometimes watch ‘related clips’
suggested to me by the site I am visiting
dedicated genre environments create engagement
59% 65%
all video tablet video
Source: Yahoo! Shortcast research
gender vs. genre B
ea
uty
& f
as
hio
n
Ho
me
& g
ard
en
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alt
h
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/ s
oa
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ort
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sic
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s
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me
dy
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en
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irs
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ile
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5%
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25%
30%
35%
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Au
tos
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Male Female
news
TV sport
music video comedy
film stuff
Source: Yahoo! Shortcast research
video choice overload – clip image and title decide
Source: Yahoo! Shortcast research
‘If a clip had more views, I’d watch it –people must have watched it for a
reason...’ (female, aged 16-24)
deciding factors:
1. image
2. title
3. number of views
% of people who’ve not seen ads supporting genre clips
under 10%
10-15%
16-20%
21 - 30%
film TV soaps/drama travel
autos celeb/ents home/garden health autos fashion/beauty music documentary
sport kids TV comedy adult
science/tech news viral ugcSource: Yahoo! Shortcast research
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
over 50% agree video ad volumes are acceptable
too many ads
ok amount of ads
little amount of ads
Source: Yahoo! Shortcast research
self15%
social25%
email37%
word of mouth59%
I tell people about clipsI have seen in person
I forward links to video clips to friends, family members or
colleagues via email
I post video clips on social networking sites
I email links to short clips to myself to
watch later
social: several touch points to media distribution
Source: Yahoo! Shortcast research
what is shortcast?
a genre drivenopportunity
22 secs... paid 2 mins... earned
high quality, brand-safe experience
Source: Yahoo! Shortcast research