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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