【雅虎】2016网络直播视频营销机遇报告.pdf

COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 TUNE IN TO THE LIVE VIDEO OPPORTUNITY 1 COPYRIGHT YAHOO 2016 TIME-SHIFTED VIEWING IS BECOMING MORE PREVALENT ON TV Monthly time spent watching Time-shifted TV 2*source:Nielsen Total Audience Report,Q3 2015,P2+Nielsen Cross-Platform Report,Q3 2012,P2+Q3:2012 Q3:2015 11 hours 30 mins 24 hours 23 mins COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 3 LIVE EVENTS$8,470$14,300$6,270$15,000 Sports Gen Ent Total Ad Revenue for Big 4 Networks (in millions)2010-11 2014-15 Live Sports represented 37%of the Big 4 networks total revenue in 2014-15 Source:Kantar COPYRIGHT YAHOO 2016 AS VIEWERSHIP ON DIGITAL DEVICES IS INCREASING,IS THE THIRST FOR LIVE CONTENT COMING WITH IT?4 Source:Yahoo Migration to Mobile Video,October 2015+55%Smartphone+48%Tablet+34%PC/Laptop Increase in video watching in past year by device (Top 2 Box:A lot/little more than a year ago)COPYRIGHT YAHOO 2016 YES,LIVE IS OUTPACING THE GROWTH OF OTHER TYPES OF ONLINE VIDEO 5 Source:FreeWheel Video Monetization Report,Q3 2015 YoY ad view growth Live Long-form Short-form 113%30%9%COPYRIGHT YAHOO 2016 OBJECTIVE&METHODOLOGY 6 KEY QUESTION:Does Live represent the same opportunity online as it does on TV?QUANTITATIVE(IPSOS):Online Survey,Total N=2,002 50/50 Live Online Video Viewers/Prospects P13-64 Field Dates:12/4/15 12/17/15 QUALITATIVE(DEEP FOCUS):Facial Coding&Pre/Post Online Test 50/50 A18-34 and A35-49 Sports Entertainment News COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 7 AGENDA Live Drivers Ad Effectiveness in Live The Evolution of Live 1 2 3 COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 8 LIVE DRIVERS COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 9 WHY LIVE STREAMING?Online live viewers are more likely to feel excitement,immediacy,and connection Source:Yahoo Live Opportunity 60%52%54%52%50%55%49%49%48%45%Up-to-date Informed Involved Connected with the world Excited Live TV Viewers Live Online Viewers COPYRIGHT YAHOO 2016 LIVE ONLINE PROVIDES VIEWING OPPORTUNITIES THAT TV CANNOT OFFER 10 Source:Yahoo Live Opportunity 51%Mobility 59%Excitement 48%Multi-tasking Ability Why Live Online is preferred to TV:Live Online vs.Live TV COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 11 MOBILITY COPYRIGHT YAHOO 2016 LIVE ONLINE VIEWING IS MORE LIKELY TO HAPPEN OUT OF HOME WHEN COMPARED TO TV AND ON-DEMAND VIEWING 12 Source:Yahoo Live Opportunity Live Online/TV/On-Demand Away from Home Live online viewing,68%TV,61%On-Demand viewing,60%COPYRIGHT YAHOO 2016 MILLENNIALS ARE LIKELIER TO CONSUME LIVE CONTENT ON MOBILE 13 Source:Yahoo Live Opportunity Devices Used to Watch Live Online Content 13 86%56%44%42%PC/Laptop Smartphone Tablet Connected TV 77%Millennials 89%70%49%46%COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 14 EXCITEMENT COPYRIGHT YAHOO 2016 LIVE CONTENT ELICITS GREATER EMOTIONAL REACTION THAN ON-DEMAND CONTENT 15 Source:Yahoo Live Opportunity Emotional engagement rate,Average time spent expressing any emotion 25%17%LIVE On Demand COPYRIGHT YAHOO 2016 AND SPECIFICALLY,POSITIVE EMOTION WAS ALSO HIGHER ON LIVE CONTENT 16 Source:Yahoo Live Opportunity Emotional engagement rate,Average time spent expressing positive emotion 18%12%LIVE On Demand COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 17 SHARING/MULTITASKING COPYRIGHT YAHOO 2016 LIVE ONLINE INSPIRES MORE SIMULTANEOUS ACTIVITY 18 Source:Yahoo Migration to Mobile Video,October 2015 Activities during video consumption(about the content)Live Online Viewing On-Demand Online Viewing TV Viewing Email/Text Social media Search 51%43%41%57%49%43%60%53%48%51%43%41%57%49%43%60%53%48%COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 19 AD EFFECTIVENESS IN LIVE COPYRIGHT YAHOO 2016 ON DIGITAL:ADS FIT BETTER IN LIVE-STREAMED CONTENT THAN ON-DEMAND CONTENT 20 Source:Yahoo Live Opportunity Advertising fit with the content:Top 2 Box 40%48%INCREASE 27%On-demand Live COPYRIGHT YAHOO 2016 ADS SEEN DURING LIVE CONTENT DRIVE GREATER EMOTIONAL ENGAGEMENT 21%of time showing emotional engagement with advertising 16%On-Demand 28%Live 75%INCREASE Source:Yahoo Live Opportunity COPYRIGHT YAHOO 2016 AND THOSE EMOTIONS TEND TO BE POSITIVE 22%of time spent expressing positive emotions 2%On-Demand 16%Live 700%INCREASE Source:Yahoo Live Opportunity COPYRIGHT YAHOO 2016 THOSE POSITIVE EMOTIONS DELIVER A POSITIVE HALO EFFECT FOR ADVERTISERS ON LIVE CONTENT 23 Source:Yahoo Live Opportunity Live vs.On-Demand:%Increase Brand Favorability Purchase Likelihood Aided Awareness 481%77%10%COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 24 THE EVOLUTION OF LIVE COPYRIGHT YAHOO 2016 AS VIEWERSHIP ON DIGITAL DEVICES IS INCREASING,IS THE THIRST FOR LIVE CONTENT COMING WITH IT?25 Source:Yahoo Live Opportunity Prospects:Barriers to Live Online video consumption 27%25%19%18%17%27%25%19%18%17%Would rather watch at my own convenience Out of habit,I only use television for Live viewing Dont like to be restricted to watching at a certain time Like to fast forward through parts Im not as interested in Do not like to watch Live video on a PC/Smartphone/Tablet COPYRIGHT YAHOO 2016 STREAMING QUALITY IS THE BIGGEST BARRIER FOR LIVE 26 Source:Yahoo Live Opportunity 1.The stream keeps buffering/too slow:47%2.The screen is too small:34%3.Too much advertising:31%4.Service keeps crashing:26%5.Poor visual quality:26%Frustrations with Live-Streaming While streaming offers access to Live content wherever viewers want to watch,issues with QUALITY are the must frustrating.COPYRIGHT YAHOO 2016 BESIDES ADVERTISING,COMPELLING CONTENT IS THE PRIMARY MOTIVATOR FOR LIVE ONLINE VIEWING 27 Source:Yahoo Live Opportunity Prospects:Motivators for Live Online video consumption 43%28%25%17%16%9%9%There was content I was interested in watching There was less advertising on the content A friend or family member invited me to it with him/her Receiving notices about the Live event via e-mail Seeing ads for the Live event Receiving notices about the Live event via social media Receiving notices about the Live event on my phone COPYRIGHT YAHOO 2016 THERE IS A SIZABLE MARKET THAT WATCHES LIVE ONLINE VIDEO 28 Source:Yahoo Live Opportunity 64%Have watched Live Online video in the past year COPYRIGHT YAHOO 2016 YAHOO PROVIDES THE LIVE VIDEO CONTENT THAT VIEWERS WATCH 29 Source:Yahoo Live Opportunity Emilio,27 Los Angeles “I have used Yahoo in the past few years primarily to stay updated some with Yahoo Sports.But I was pleasantly surprised when watching the NFL game.The coverage and quality were solid.”53%45%39%30%News Sports Lifestyle Finance COPYRIGHT YAHOO 2016 COPYRIGHT YAHOO 2016 30 LIVE ONLINE VIEWERS ARE RECEPTIVE TO WATCHING ON YAHOO Likelihood of watching future Live-Streaming events on Yahoo 69%Unique viewers of Live NFL game stream on Yahoo 15MM Source:Yahoo Live Opportunity COPYRIGHT YAHOO 2016 KEY INSIGHTS&IMPLICATIONS 31 Take advantage of the advertising opportunities provided by Live Online Video:Mobility Excitement Multi-tasking Ability 77%of Millennials who watch live online content do so on a smartphone or tablet.Streaming and connection speed will improve with enhanced LTE and 5G services,so be prepared to meet your consumers where and when they want to engage with live content:across multiple devices.Sponsoring live-streaming events delivers a more exciting and connective experience than watching live events on TV.Advertise on the digital Live events consumers are looking to watch(News,Sports,Lifestyle,Finance)to enjoy the halo effect of the positive emotions they provide to consumers.The community aspect of multi-tasking during live online events fosters sharing and more brand engagement opportunities.Leverage re-targeting as a strategy on Live online content,as viewers are likely to search during live event viewing.