#3 M&E Research : Original Professional Online Video offers great potential to complete for Ad Spends
A week ago Mr. Schmidt declared Television has already lost to Online Video, meanwhile “Arrested Development” is expected to outrun both “Hemlock Grove” and “House of Cards” from Netflix’s original content series. We are amidst very interesting times for video ecosystem as a whole with new generation virtual MSOs surging ahead and Online video consumption increasingly gearing to take greater pie in the overall content viewing minutes. While consumers are overjoyed with the convenience of anytime, anywhere, anydevice content consumption it is the marketers ad spending which will really determine the success of Online video ecosystem.
Recent research from IAB (using GfK Knowledge Panel online survey) brings in-depth study focused on the growing reach and impact of digital video and insights into the promising role of Original Professional Online Video, OPOV (defined as Original programming content produced only for online viewing with professional production quality) and Online Television content by analysing “Ad Receptively” and “Wantedness” scores in comparison to traditional Television.
The research reveals size of OPOV market, consumer behavior and motivations as well as a deep analysis for buying community about what consumers do, watch, think and feel about Online content. The exercise included understanding viewer behaviour towards Online Video consumption by having content viewing categorized into TV Online (Online Programming content from networks – HBO.com, ABC.com etc.), User generated content and OPOV content (e.g. Wall Street Journal, Netflix original series – House of Cards, YouTube -The Onion etc.) and its comparison against traditional TV programming.
Some of the key findings of the report include
- An estimated 45 Million American Adults consume OPOV content once a month
- OPOV viewership levels are comparable to Online TV viewership
- Time Spend on overall media consumption has increased with minutes of online viewing having doubled in last 3 years
- Word of month still plays a dominant role in Content discovery followed by social media and traditional content searching
- Wantedness score ( Score defined based on Value, Effort, Necessity and Persistence for content evaluation) was highest for TV Online content followed by OPOV and user generated content
- OPOV content had similar Wantedness to DayTime TV and regular TV News while TV Online scores resonates with Sports and Primetime TV
- Ad Receptively (mean behavioral score for Ads seen on Traditional Television and Online Video) scores were highest for Daytime and Sports content on Regular TV followed by PrimeTime and News content
- Ad Receptively score for OPOV matched PrimeTime TV and faired better than News on Regular TV
- Key Reasons for watching Online TV included catch up TV, time management and cost advantage
The results help to demonstrate that original professional online video programming as well as TV Online has great potential in hitting benchmarks when compared to traditional television and is expected to attract greater advertising spends in days to come..