Yahoo! Shortcast research - March 2011
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QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015
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SHORTCAST: Quality short form video and advertising through to 2015Video advertising revenues have grown by more than 80% in the past two years, and are set to rocket further.Yahoo!’s latest thought leading research, SHORTCAST, explores the growing opportunities for quality short form video and the audience engagement opportunities for advertisers.• 1 in 5 watch more broadcast quality video highlights than the full programme• 70% watch short form videos weekly• 52% think we will eventually have to pay for more quality video onlineEmail me for more details...Patrick
Transcript of Yahoo! Shortcast research - March 2011
QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015
what is shortcast?
• is about quality
• is the commercial advertising
opportunity in a world of short form video
proliferation and consumption
• opportunities occur when short form
video content (<5mins long) meets a minimum
level of quality to warrant being ad supported
• by ad supported we mean an ad that a consumer
must view before they can view their content
• is the futureSource: Yahoo! Shortcast research, March 2011
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, March 2011/IAB/ComScore/Screendigest/BARB/ITV
sizing up the opportunity
You
tub
e
Face
book
ITV
Ch
an
nel 4
Sky N
ew
s
Yah
oo!
MS
N
Sky S
port
s
Th
e S
un
Th
e G
uard
ian
LO
VEFIL
M
AO
L
Th
e T
imes
BB
C iP
layer
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, March 2011
Laptop Desktop Computer
iPod Touch / Archos
Tablet PC Mobile Phone Games Console0
10
20
30
40
50
60
7064 63
39 38
1713
% of video viewers who view short form weekly
status quo
the future
Source: Yahoo! Shortcast research, March 2011
%
monday 10am – checkingsport
trailers
current affairs
Source: Yahoo! Shortcast research, march 2011
stumble uponinfo seek ‘how to’
bored – seek distraction
indulging in interests
keeping ‘looped in’
sent something
music listening
360O triggers
Source: Yahoo! Shortcast research, march 2011
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, March 2011
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, March 2011
% of people who’ve not seen ads supporting genre clips
under 10%
10-15%
16-20%
21 - 30%
Source: Yahoo! Shortcast research, March 2011
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 ugc
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: many touch points to spread media
Source: Yahoo! Shortcast research, March 2011
the blurb
full insights deck available after we come present to you at your work and get your valuable feedback
all slides and videos are nickable if you credit them as being from Yahoo!
source: Shortcast, Yahoo! March 2011
Contact Patrick Hourihan ([email protected]) or your local sales rep for more details
QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015
