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Google analyzed a TV and online video campaign to reach light TV viewers. The campaign used YouTube and the Google Display Network to supplement TV exposure. The results showed that online video delivered efficient and effective reach to light TV viewers, reaching 13.8% of adults 18-49 overall. Specifically, online video reached 32% of viewers not reached by TV and delivered over half its impressions to light and light-medium TV viewers in a more balanced way than TV alone.
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- 1. Reach the LightTV Viewer on Google + YouTube TV + Google YouTube Complementary in a Cross Media Campaign Strategy Google Confidential and Proprietary
- 2. Executive Summary 1 Light TV viewers are not reached effectively on TV but they are watching online 2 Light TV viewers are valuable and a significant part of your audience…and they are the future 3 YouTube/GDN delivers efficient effective reach to light TV viewers 4 Shift TV dollars to YouTube/GDN to cost effectively supplement exposure to the Light TV viewers 2 Google Confidential and Proprietary
- 3. Agenda 1 The Marketplace 2 The Methodology 3 The Results 4 The Opportunity 3 Google Confidential and Proprietary
- 4. Market: Audience Fragmentation of TV viewership is on networks that each have <1% share Source: http://industry.bnet.com/ 4 Google Confidential and Proprietary
- 5. Online Video IsExploding Into Primetime +30% increase in online video viewership during 6-9pm 2009! 2011! 5 Google Confidential and Proprietary
- 6. CONSUMER Attention Fragmentation By 2014,>60% of 127% increase all TVs shipped WW in iPad sales Consumers still watch are projected to be forecast for 2011 5 hours of TV/Day on Data usage has internet connected average passed voice usage on phones 6 Google Confidential and Proprietary
- 7. But not everyoneis watching 5 hours per day Nielsen TV Viewership Quintiles P2+ ~ 20% buckets (hrs per day) ~59mm US TV owning persons 2+ (61mm incl zero viewer) Light Light-Med Med Heavy-Med Heavy 0–1.6 1.6 – 3.0 3.0 – 4.6 4.6 – 7.3 7.3+ ~3% share of TV viewing ~48% share of TV viewing 7 Google Confidential and Proprietary
- 8. 630 623 620 612 610 600 591 590 583 583 580 570 2007 2008 2009 2010 2011 Source: P2+, Nielsen National People Meter Sample, Q1 2010 and Q1 2011 The Heaviest TV Viewers Watch Significantly More TV Now Than 5 Years Ago Average minutes per day watching TV-Heaviest Quintile 8 Google Confidential and Proprietary
- 9. 100 90 80 70 60 50 38 38 39 39 39 40 30 20 10 0 2007 2008 2009 2010 2011 Source: P2+, Nielsen National People Meter Sample, Q1 2010 and Q1 2011 …While the Lightest Viewers Have Not Changed Their TV Habits in 5 Years. Average minutes per day watching TV-Lightest Quintile 9 Google Confidential and Proprietary
- 10. 31% of thevaluable A18-49 audience watches less than 2 hours of TV daily 1.5X more Light TV Viewers than Heavy TV Viewers in A18-49 31% 12% Lightest Light Medium Medium Medium Heavy Heavy Adults 18-49 Source: Nielsen Q1 2011 10 Google Confidential and Proprietary
- 11. Young Older & diverse College High school education education Income Lower over $100K Income Broadcast Couch Only TV Potatoes Lightest and Heaviest TV Viewers Indexes show stark contrast in audience composition 11 Google Confidential and Proprietary
- 12. Rise of “cable-less”TV viewers with broadband +22.8% in broadcast only and broadband Q3 2011 25 20 15 +22.8% 10 5 Cable and No Broadband 0 -5 Broadcast only and Broadband -17.1% -10 -15 -20 12 Google Confidential and Proprietary
- 13. “U.S. consumers inhomes with broadband Internet and free, broadcast TV stream video twice as much as the general cross-platform population. They also watch half as much TV.” Nielsen Cross Platform Report Q3 2011 13 Google Confidential and Proprietary
- 14. Light TV viewersare valuable Likelihood of each of the following characteristics (MRI Indices) 114 118 112 109 100 99 Index 80 80 54 A 18-49 w/ HH A 18-49 cell A 18-49 who A 18-49 “super income > $100k phone only HH has connected influential” tech to the internet consumer w/ their mobile device Heavy TV Viewers Light TV Viewers Source: MRI Index A18-49 Google Confidential and Proprietary 14 Google Confidential and Proprietary
- 15. The Research Methodology Whatare we trying to accomplish? 15 Google Confidential and Proprietary
- 16. Goal: Can we provethat YouTube + the Google Display Network… are complementary to TV in cross media video strategy efficiently reach people you didn’t reach on TV deliver effective frequency to desirable audiences that are hard to reach on TV 16 Google Confidential and Proprietary
- 17. Methodology: Nielsen Data Fusion Nielsen TV Panel Nielsen Online Panel Group exposed to TV ad Group exposed to YouTube/GDN ad Data Fusion Google Confidential and Proprietary 17 Google Confidential and Proprietary Total Campaign Reach
- 18. Methodology: Incremental Reach Forecast Online incremental reach Reach TV progressive Fit a nonlinear function to the incremental reach curve TV TRPs progressive reach vs TRP curve TRPs Extrapolate TV to TV + online reach -> Incremental TV TRPs Incremental TRPs x Average CPP -> TV Incremental Cost 18 Google Confidential and Proprietary
- 19. Campaign: Data Sources 1 2 TV Campaign Google (YT/GDN) Campaign YouTube & Google Display Network National TV + • Homepage Masthead • Partner Watch • Cable • Run-of-Site • Syndication • YouTube First Watch • Spanish Language Cable • YouTube Homepage Remarketing - GDN • Spanish Language Network 3 month campaign on TV and 2 month campaign on online Adult 18-49 target Budget – 88% TV + 12% Online 19 Google Confidential and Proprietary
- 20. YouTube/GDN Creative Google Confidentialand Proprietary 20 Google Confidential and Proprietary
- 21. The Results 21 Google Confidential and Proprietary
- 22. YouTube + GDNAdd Complementary… Reach Frequency Efficiency 22 Google Confidential and Proprietary
- 23. T-Mobile’s YouTube/GDN Campaign Reached13.8% of Adults 18-49 32% of viewers on YouTube/GDN had not seen the TV campaign More than half of online TRPs were delivered to light & light medium TV viewers With 12% of the budget, online delivered 24% of the TV reach TV reached only one fifth of the lightest TV viewers – online added 5 points incremental reach to this group 13.8% Adults 18-49 18.2 Million 23 Google Confidential and Proprietary
- 24. 70 60 50 61.7% TV + YouTube/GDN Reach 40 Reach 30 20 10 0 57.3% TV Reach 0 50 100 150 200 250 300 TRPs YouTube/GDN added 4.4% points incremental reach to TV 24 Google Confidential and Proprietary
- 25. That’s about 5.8mmAdults 18-49 not reached on TV Reach amongst lightest TV viewing adults 18-49 increased by ~1.4mm 25 Google Confidential and Proprietary
- 26. TV impression distributionweighted to heavy viewers YouTube Reaches a More Balanced Audience 43% TV TRPs YT TRPs YouTube adds TRPs to the 26% 25% 24% lighter TV viewers 20% 21% 18% 11% 11% 3% Lightest Light Medium Medium Medium Heavy Heavy 26 Google Confidential and Proprietary
- 27. YouTube added 5+%pts incremental YouTube reach to the valuable lighter TV increased reach amongst lighter audience TV viewers by 2% 4.3M people +1.3MM 3% 14% 5% +1.6MM 13% 6% 11% 7% +1.3MM 68% 5% 61% 53% 43% 2% 17% Lightest Light Medium Medium Medium Heavy Heavy YT incremental reach Overlap TV reach 27 Google Confidential and Proprietary Note: Total and individual reach #’s do not match due to rounding
- 28. As TV reachcurve flattens, YouTube adds more reach points than TV 70% 60% YT/GDN Incremental 50% Reach 40% In the last 4 weeks of Overlap the campaign, 30% YouTube and GDN adds more reach TV Only 20% overall than TV does 10% TV adding frequency 0% 2/21 2/28 3/7 3/14 3/21 3/28 4/4 4/11 4/18 4/25 28 Google Confidential and Proprietary
- 29. YouTube + GDNAdds Complementary… Reach Frequency Efficiency 29 Google Confidential and Proprietary
- 30. Online delivered moreimpressions to Light TV Viewers than TV Average Frequency (Group exposed to both TV and YT) TV not enough TV YT 3.6 3.5 3.4 3 3+ Effective Frequency 2.7 6.1 3.2 4.0 2.2 2.6 Lightest Light Medium Medium Medium Heavy Heavy 30 Google Confidential and Proprietary
- 31. YouTube + GDNAdds Complementary… Reach Frequency Efficiency 31 Google Confidential and Proprietary
- 32. YouTube + GDNdelivered 4.4% pts incremental reach at 73% less than the cost of TV TV 100 27 Cost Per Incremental Reach 32 Google Confidential and Proprietary
- 33. YouTube + GDNDelivered TRPs to at 63% less than the Cost per Point of TV TV 100 37 Cost Per Point 33 Google Confidential and Proprietary
- 34. YouTube + GDNDelivered TRPs to the lightest TV viewing Adult 18-49 at 89% less than the Cost per Point of TV TV 100 11 Cost Per Point 34 Google Confidential and Proprietary
- 35. …to valuable audiences Cost per point to desirable audiences is cheaper on YouTube … 100 79 72 68 54 49 47 45 TV P18-49 P18-49: Video P18-49: Vid or P18-49 Video P18-49 Ipod P18-49 P18-49 or I Enabled T- Int Enabled Capable User HHIncome Portable Video Mobile Cell Cell Phone Laptop 100K+ Game User Phone Source: Nielsen Monitor Plus 35 Google Confidential and Proprietary
- 36. Improve Efficiency Lessreach spillover on YouTube + GDN TV Online Reach to P18+ Older than 49 Reach to P18+ 82% to Adults 18-49 58% = to Adults 18-49 = 18% spillover 42% spillover 36 Google Confidential and Proprietary
- 37. Improve Efficiency Lessimpression spillover on YouTube + GDN TV Online Impressions to P18+ Older than 49 Impressions to P18+ 84% to Adults 18-49 53% = to Adults 18-49 = 16% spillover 47% spillover 37 Google Confidential and Proprietary
- 38. The Opportunity 38 Google Confidential and Proprietary
- 39. Disparity between distributionof TV TRPs and adult 18-49 audience 31% of target is very hard to reach on TV 43% TV TRPs 31% Adults 18-49 population 26% 20% 20% 18% 17% 12% 11% 3% Lightest Light Medium Medium Medium Heavy Heavy 39 Google Confidential and Proprietary
- 40. Reach A ComplementaryAudience Cost to reach to lightest TV viewers 18-49 is more efficient on YouTube/ GDN 100 Opportunity to reach light TV viewers more efficiently on YouTube + GDN… So how do you reach them? 11 TV Lightest TV Viewer 40 Google Confidential and Proprietary
- 41. Better distribute TRPsacross the quintiles TV + YT Cross Media Video Planning Light Light-Med Med Heavy-Med Heavy Shift budget out of heavy Less waste Similar or Increased skewing TV More balanced reach to a valuable networks media delivery light TV viewing audience 41 Google Confidential and Proprietary
- 42. Viewership Across TVNetworks Is Diverse Some networks over-index for heaviest TV viewers and under-index to light TV viewers 325 HEAVY SKEW Index to heavy TV viewers NETWORKS 275 High disparity of reach between LESS HEAVY SKEW Heavy and Light NETWORKS 225 Viewers More even reach to 175 Heavy and Light Viewers 125 5 10 15 20 25 30 Index to light TV viewers 42 Google Confidential and Proprietary
- 43. Improve Efficiency TNT (heavy skew) vs Discovery en Espanol (less heavy skew) 495 You could shift out of cable into broadcast, TV One but that is expensive - 395 broadcast CPM is ~3x Index to heavy TV viewers Ex – TNT the cable CPM indexes heavy/ light viewers TNT 295 TBS by ~31x A&E USA Oxygen Media TLC Bravo FX MTV MUN2 Cable 195 Galavision ABC Family Comedy Central Tres AZA Estrella TF E! TEL Entertainment Discovery en Ex – UNI Espanol Fox Deportes Discovery en ESPN Deportes Espanol 95 indexes heavy/light by ~8x Warner Brothers -5 0 5 10 15 20 25 30 Index to light TV viewers Note: Bubble size represents % of total impressions Source: Nielsen Monitor Plus and Nielsen National People Meter 43 Google Confidential and Proprietary CPM for cable was $13 and CPM for broadcast was $36.70 (based on Nielsen’s national prime-time P 18-49 estimates)
- 44. Improve Efficiency Someshows that over-index for heaviest TV viewers and under index to light TV viewers 900 800 700 Law Order Index to heavy TV viewers HEAVY SKEW High Disparity 600 between Tyler Perry Heavy and Light Family Preys 500 Are We There Viewers Yet 400 Intervention 300 Hawthorne Fx Movie Late Friends LESS HEAVY SKEW 200 Fx Morning Lower Disparity between Movie Saturday 100 Movie Heavy and Light Malcolm in Viewers the Middle 0 0 20 40 60 80 100 120 Index to light TV viewers Note: Bubble size represents # of ads 44 Source: Nielsen Monitor Plus and Nielsen National People Meter Google Confidential and Proprietary
- 45. All placements inthe online campaign - YouTube homepage, First Watch, GDN and Partner Watch added incremental reach and frequency of exposure to light TV viewers Partner Watch In-stream and GDN Distribution of YT/GDN 1.9% incremental reach 100% 30% 1st week - YT HP + 90% First 36% 25% 80% Watch Partner Reach to Lightest Quintile 3.3% 70% Watch/GDN/ 20% 60% ROS 15% YT/GDN Incremental 50% YouTube Reach Homepage 40% Overlap +FW 10% 30% 64% 5% TV Only 20% 10% 0% 0% 45 Google Confidential and Proprietary
- 46. Projection: TRP distributionshift Remember that TV impression distribution weighted to heavy viewers… while YouTube reaches a more balanced audience? Current Plan Projection 88% TV / 12% YouTube + GDN 68% TV / 32% YouTube + GDN 40% 34% ê3.4% CPP 26% 26% 19% 18% Shift budget 15% from heavy 12% skewing TV networks to 6% 4% online Lightest Light Medium Medium Heavy Lightest Light Medium Medium Heavy Medium Heavy Medium Heavy Cross Media Campaign TRPs Cross Media Campaign TRPs ê12% in TRPs to heaviest TV viewers é51% in TRPs to the lightest TV viewer 46 Google Confidential and Proprietary
- 47. Thank you 47 Google Confidential and Proprietary
- 48. Appendix 48 Google Confidential and Proprietary
- 49. METHODOLOGY: Nielsen Data Fusion in a nutshell Step 1 – Nielsen Online Nielsen Online Home + Work online Home Panel Work Panel fusion Step 2 – Fusion Using Nielsen Common Person Online + TV fusion characteristics TV panel Variables and Media Usage Fused Database using Common Demo Variables and Media Usage Google Confidential and Proprietary 49 Google Confidential and Proprietary
- 50. METHODOLOGY: Nielsen Monitor Plus Nielsen’s Monitor Plus’s system has electronic devices, which identify new copies (via an audio and digital signature). These advertisements are crossed against a database of known advertisements in the marketplace and matched up to the particular brand/campaign. For this analysis, Nielsen compares this known/tracked ad schedule against agency data to confirm that all advertisement buys are accounted for. Costs: Every network provides broad daypart valuation for their content. By isolating each individual campaign, Nielsen is able to cross this activity against the network costs to provide a topline average of costs. Usually, considering bulk purchasing and make-goods, these costs are over-estimating the costs of TV, but typically, these over-estimations are equal across all brands. Google Confidential and Proprietary 50 Google Confidential and Proprietary