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@Tej Rekhi<br />

Innovation Strategist, International<br />

The new<br />

Linear Lean-Back<br />

Why online needs to be prime time<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


old<br />

new<br />

media<br />

traditional<br />

Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


TV | PC<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


lean back | forwards<br />

off on<br />

TV | PC<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


lean back | forwards<br />

off on<br />

TV | PC<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


There are now more<br />

networked devices then<br />

humans on the planet<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


10 years<br />

5 years<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


Connected TV<br />

“!we see an increasing blur between<br />

! the TV set and the PC,<br />

! with on-demand content flowing<br />

! seamlessly between the two”<br />

Charlie Ponsonby, Simplify Digital on why higher speeds<br />

would drive changes in the way people use the web.<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Connected TV<br />

91%<br />

Internet Traffic will be video by 2014<br />

(Today it makes up about 40%!!)<br />

Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


63%<br />

iPad TV consumed in home<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


mass<br />

media<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


GLOBAL MOBILE DATA<br />

6Eb<br />

Internet = 6 Petabytes<br />

6 Exabytes = 6M Terabytes<br />

1,000 x WHOLE INTERNET<br />

© 2010 <strong>MediaMind</strong> © 2011 Technologies <strong>MediaMind</strong>. Inc | A All division rights reserved of DG<br />

Friday, September 7, 12


convergence<br />

whatever<br />

whenever<br />

wherever<br />

Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


creative impact<br />

4x© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


dwell time<br />

is the average number of<br />

seconds<br />

a user engaged with an ad<br />

© 2008 Eyeblaster. All rights reserved<br />

© 2010 <strong>MediaMind</strong> Technologies Inc. | All rights reserved<br />

Friday, September 7, 12


Dwell Rate versus CTR<br />

25x<br />

Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


Effect on search<br />

40<br />

30<br />

20<br />

10<br />

0<br />

3x<br />

39<br />

12<br />

low dwell<br />

high dwell<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Effect on visits<br />

17<br />

17<br />

69%<br />

13<br />

9<br />

10<br />

4<br />

0<br />

low dwell<br />

high dwell<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Focus on<br />

inStream<br />

“Video advertising continues to<br />

attract new ad spending from<br />

brands because it generates<br />

greater audience attention than<br />

other digital ad formats,”<br />

David Hallerman,<br />

eMarketer principal analyst<br />

© 2012 Digital Generation Inc. All rights reserved.<br />

Friday, September 7, 12


2012 Online Ad Revenue<br />

Display Ads<br />

19%<br />

Mobile<br />

6%<br />

Other<br />

2%<br />

Search<br />

1%<br />

Publisher’s Anticipate<br />

VIDEO<br />

to be highest revenue generator<br />

InBanner Video<br />

9%<br />

InStream Video<br />

63%<br />

Brightroll Q4 2011<br />

© 2012 Digital Generation Inc. All rights reserved.<br />

Friday, September 7, 12


US Online Ad Growth (Billions)<br />

12<br />

10<br />

Rich Media Online Video Standard Ads<br />

8<br />

6<br />

4<br />

2$7.7bn<br />

0<br />

2010<br />

2011<br />

2012<br />

2013<br />

2014<br />

2015<br />

• Rich Media growth is stagnating<br />

• Online video is set to explode!!<br />

eMarketer Q3 2011<br />

© 2012 Digital Generation Inc. All rights reserved.<br />

Friday, September 7, 12


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


InStream Video<br />

200%<br />

200x<br />

1.74%<br />

150%<br />

100%<br />

50%<br />

0%<br />

0.009%<br />

Standard<br />

In-Stream<br />

Q4 2011 <strong>MediaMind</strong><br />

Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


InStream Video<br />

200%<br />

73%<br />

1.74%<br />

150%<br />

100%<br />

50%<br />

0%<br />

0.009%<br />

Standard<br />

• Longer InStream Ads are MORE effective<br />

In-Stream<br />

Q4 2011 <strong>MediaMind</strong><br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Quality<br />

&<br />

Engagement<br />

Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


ack?<br />

lean<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


lean<br />

forwards?<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


social<br />

interaction<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


SD (NTSC)<br />

720 H v 480 V<br />

345,600 pixels<br />

Full HD<br />

1920 H v 1080 V<br />

2.1 million pixels<br />

HD 4K<br />

4x<br />

4K<br />

4096 H v 2160 V<br />

8.8 million pixels<br />

Ultra Definition TV<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Apps.<br />

On your television.<br />

smart TV<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


assumed<br />

audience<br />

measurement<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


accurate<br />

audience<br />

measurement<br />

)))<br />

$<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


BlueTooth<br />

2-way<br />

Comms<br />

Audio<br />

Visual<br />

WiFi<br />

NFC<br />

?<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Modern Family Viewing<br />

42%<br />

use SmartPhone or Tablet whilst watching TV<br />

DAILY<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Dual Screen Activities<br />

What are Tablet and SmartPhone Users doing whilst watching TV?<br />

0% 15% 30% 45% 60%<br />

Checking Email<br />

60%<br />

Surfing for unrelated info<br />

46%<br />

Visiting Social Networking site<br />

Checking sports scores<br />

Looking up info related to content<br />

30%<br />

42%<br />

Looking up content related to Ad<br />

19%<br />

29%<br />

Looking for coupon/deal related to Ad<br />

13%<br />

Nielsen Q2 2011<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Dual Screen Activities<br />

Yahoo / Razonrfish Q4 201125%<br />

Consumers go online after seeing TV ad<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


automaticACR<br />

content recognition<br />

Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


acoustic<br />

fingerprinting<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


audio<br />

watermarking<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


115,282<br />

17.4% WATCHED FULL 4 MIN VIDEO<br />

2.34% CTR<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


Friday, September 7, 12<br />

© 2011 <strong>MediaMind</strong>. A division of DG


[ ]<br />

ENGAGEMENT<br />

EVERYWHERE<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12


thank you!<br />

tej.rekhi@mediamind.com<br />

07972 135470<br />

@tejrekhi<br />

@mediamind<br />

@dgitnetwork<br />

© 2011 <strong>MediaMind</strong>. A division of DG<br />

Friday, September 7, 12

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