Q4 2012 Rhythm Insights

Data points are based on ads served across Android, Tablets, iPhone, iPod Touch, and other devices in the US market. The data points cover brand ad campaigns from Q4 2012. Отчёт посвящённый использованию мобильных версий социальных медиа американскими потребителям 2012
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Исследования/Аналитика > Бизнес/Финансы
Дата публикации: 2013-06-21
Страниц: 24
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Q4 2012 premium mobile video Rhythm Insights Previous quarterly reports available at www.rhythmnewmedia.com All rights reserved. Attribution required for publication of any data provided in this report. © Rhythm NewMedia Inc. Proprietary and confidential information. © Rhythm NewMedia Inc. Proprietary and confidential information.

About This Report Data points are based on ads served across Android, Tablets, iPhone, iPod Touch, and other devices in the US market. The data points cover brand ad campaigns from Q4 2012. About Rhythm Rhythm provides a publisher technology platform and a direct advertising sales team to monetize leading media on mobile and tablets. Rhythm connects brand advertisers with highly engaged mobile audiences by selling and serving video, rich media and premium display advertising. Rhythm has partnered with more than 50 premium media companies including NBC Universal, CBS, ABC, Fox, Warner Bros., IAC and Demand Media, typically on an exclusive basis, across an unparalleled portfolio of 200+ properties. In 2012 alone, more than 200 top brand advertisers including P&G, Disney, Samsung, McDonald’s, General Motors, Ford, AT&T, Verizon, Macy's, Marriott and Wrigley ran campaigns with Rhythm and achieved unprecedented engagement results. The metrics provided herein are solely representative of Rhythm’s collection of premium properties and may not reflect the overall ecosystem for similar ads. premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 2

Definitions •  In-Stream Mobile Video Ads: Ads appearing in the context of a video, as a commercial break in full episodes or before videos clips. •  Premium Media Properties: Apps and mobile websites from well known companies such as NBC Universal, CBS, ABC, VEVO, Fox, Warner Bros., IAC, Demand Media, etc. When video content is premium, users accept the value exchange of watching an ad in exchange for watching great content. High ad completion rates typically follow. •  Brand Advertising: Advertising that aims to drive brand identity, awareness, preference and demand. •  Social Mobile Campaigns: Mobile advertising campaigns that tie into social media platforms by tapping to Facebook, Twitter, etc. premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 3

Summary: Social Media & Mobile Audience Insights Slide # 8  Mobile social media users are extremely active: 74% access Facebook and 63% access Twitter several times per day via smartphone or tablet. 9  Mobile is the primary social media device: Users cite their smartphone as the device on which they most often use Facebook (74%) and Twitter (62%) 10  Rhythm’s audience is highly social: 50% more likely to access social media via smartphone than the industry average 11  Majority follow or “like” brands on social media sites: 68% currently "like" a favorite brand/show/product/store on Facebook, 56% currently follow favorite brand/show/product/store on Twitter 12  Brand loyalty and sales deals are key reasons to “like” or follow: Facebook and Twitter users say they “like” or follow brands to show their interest/loyalty (58% and 61% respectively) and to get info about sales and deals (56% and 52% respectively) premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 4

Summary: Q4 2012 Campaign Insights Slide # 14  Mobile and social go hand in hand: 24% of marketers are now activating social media through mobile campaigns 15  Growing advertiser interest in social mobile campaigns: Huge 430% Y/Y growth in social media use in mobile campaigns 1616  17 Social media ties nicely into mobile video: 30% of Interactive In-Stream & campaigns included social media buttons, seeing a 36% lift in engagement 18 20  Mobile sees higher completion rates than online: In-Stream mobile video ads continue to outperform online with an 89% completion rate 19  Mobile sees higher engagement rates than online: In-Stream mobile video ads are 115% more engaging than online premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 5

Summary: Key Mobile Video Viewing Trends Slide # 21  Mobile and tablet video viewing is a daily habit: Overall Rhythm platform video viewing spread throughout the week, with tablet viewing peaking slightly on weekends 22  Consistent viewing for mobile video means no primetime spike: Smartphone premium video viewing stable throughout the day, with slight peak on weekend mornings 23  Tablet video viewing peaks in primetime: Tablet premium video viewing peaks during primetime on weekdays, but is spread evenly throughout weekends premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 6

Social Media & Mobile Audience Insights © Rhythm NewMedia Inc. Proprietary and confidential information.

Social Media Activity Across Mobile Continues to Grow Source: Rhythm conducted the on-device survey among 598 mobile users in Q1 2013. The surveys were distributed exclusively across Rhythm’s collection of premium media properties. premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 8

Smartphones are the Primary Device for Accessing Social Media We asked Rhythm’s Audience: •  Which device do you use most frequently to access Twitter? 62% •  Which device to you use most frequently to access Facebook? primarily access 74% Twitter via smartphone primarily access Facebook via smartphone Source: Rhythm conducted the on-device survey among 598 mobile users in Q1 2013. The surveys were distributed exclusively across Rhythm’s collection of premium media properties. premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 9

Rhythm’s Audience is 50% More Likely to Access Social Media via Smartphone than the Industry Average % of Social Media Users Who Use a Smartphone to Access Social Media: Industry Benchmark: 46% audience: 69% Source: Rhythm conducted the on-device survey among 598 mobile users in Q1 2013. The surveys were distributed exclusively across Rhythm’s collection of premium media properties. Rhythm percentage: Average taken from total number respondents who cited using smartphone to access Facebook and/or Twitter several times per day. Industry Benchmark: Nielsen and NM Incite: “State of the Media: The Social Media Report 2012,” Dec 3, 2012. premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 10

More than Half of Rhythm’s Audience Currently Follow a Favorite Brand on Twitter or Facebook Source: Rhythm conducted the on-device survey among 598 mobile users in Q1 2013. The surveys were distributed exclusively across Rhythm’s collection of premium media properties. premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 11

Users Follow Brands on Twitter for Exclusive Content and Follow on Facebook for Advocacy & Information Why do you decide to “like” or follow a brand? Twitter: Facebook: To show support or loyalty 60.7% 38.8% 43.7% 57.6% get information on sales/deals 51.9% 37% 42% 55.9% exclusive content and updates 32.6% 51.1% 39.8% 29.3% Source: Rhythm conducted the on-device survey among 598 mobile users in Q1 2013. The surveys were distributed exclusively across Rhythm’s collection of premium media properties. premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 12

Rhythm Q4 2012 Campaign Insights © Rhythm NewMedia Inc. Proprietary and confidential information.

24% of Marketers Combine Social Media Initiatives with Mobile Campaigns Source: Rhythm Insights, Q4 2012. Screenshots are for illustrative purposes only, campaign metrics in this report are inclusive of all Rhythm campaigns in aggregate. premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 14

Social Media Activation is on the Rise in Mobile Campaign Creative 430% Y/Y Growth in social mobile campaigns Source: Rhythm Insights, Q4 2012 premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 15

The Presence of Social Media Buttons on Interactive In-Stream Creative is on the Rise 30% of Interactive In-Stream campaigns included social media buttons in the ad creative Source: Rhythm Insights, Q4 2012. Screenshots are for illustrative purposes only, campaign metrics in this report are inclusive of all Rhythm campaigns in aggregate. premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 16

Social Media Buttons Boost Engagement by 36% Average Engagement Rates 2.1% 1.6% Interactive In-Stream Interactive In-Stream with Social Media Source: Rhythm Insights, Q4 2012. Screenshots are for illustrative purposes only, campaign metrics in this report are inclusive of Rhythm campaigns in aggregate. premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 17

Rhythm’s In-Stream Mobile Video Ads Outperform Online Average In-Stream Completion Rates 89.0% 69.0% ONLINE online Source: Rhythm Insights, Q4 2012. Online data: YuMe, “Q2 Video Advertising Metrics Report,” 2012. premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 18

Rhythm’s In-Stream Mobile Video Ads Are 115% More Engaging Than Online Average Interactive In-Stream Engagement Rates 1.6% ONLINE 0.7% online Source: Rhythm Insights, Q4 2012. Online data: VINDICO, Online Ad Network Insights Oct 2012. Note: Engagement is defined as any interaction with the ad premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 19

Mobile Video Viewing Trends © Rhythm NewMedia Inc. Proprietary and confidential information.

Rhythm Platform Video Viewing Remains Consistent Throughout the Week Tablet viewing peaks slightly on weekends 18% Smartphones Tablets 16% % of Overall Weekly Video Views 14% 12% 10% 8% 6% 4% 2% 0% Monday Tuesday Wednesday Thursday Friday Saturday Sunday Source: Rhythm Insights, Q4 2012 premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 21

Smartphone Premium Video Viewing Stable Throughout the Day, With Slight Peak on Weekend Mornings 7.0% Weekdays Weekend 6.0% 5.0% % of Overall Daily Video Views 4.0% 3.0% 2.0% 1.0% 0.0% Source: Rhythm Insights, Q4 2012 premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 22

Tablet Premium Video Viewing Peaks Weekdays During Primetime, But Spreads Throughout Weekends 7.0% Weekdays Weekend 6.0% 5.0% % of Overall Daily Video Views 4.0% 3.0% 2.0% 1.0% 0.0% Source: Rhythm Insights, Q4 2012 premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information. 23

THANK YOU premium mobile video © Rhythm NewMedia Inc. Proprietary and confidential information.

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