The “New” Media Landscape Chris Dobson VP UK Online Services, Microsoft.

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Chris Dobson VP UK Online Services The New Media Landscape.

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Presentation transcript:

The “New” Media Landscape Chris Dobson VP UK Online Services, Microsoft

New Global Landscape: Online Ad Market

Video content (we used to call it TV!)

Use of DVRs and Video increasing US data DVR and VOD-Enabled Household Penetration in the US, (% of TV Households) Source: eMarketer, US TV Trends July 2007

DVR Users: Increasingly Watch Recorded Programs - US study Source: Yankee Group 2006 US Digital Home Entertainment Survey Since Getting a Digital Video Recorder, Do You Watch… ? Recorded Programs More Than Live TV Recorded Programs & Live TV Equally Recorded Programs Less Than Live TV Don't Know Percent of Respondents

Source: Roper Reports, 2006; Advertising Age, August 2006 DVR Users: Skip commercials - US data

Advertisers: Attitudes to TV are Changing - US data Note: n=133; Data is from a study of 133 national advertisers representing more than $20 billion in ad dollars Source: Association of National Advertisers, Forrester Research, March 2006 New Audience Metrics The TV industry will need new metrics to Report Commercial Ratings Will Spend More Online Traditional TV Advertising Has Become Less Effective in the Past Two Years DVRs & VOD Will Reduce Effectiveness of 30-Second Ad Will Spend Less on Conventional TV Ads When DVRs Spread to 30M Homes 24% Will Cut Their TV Budgets by at Least 25% (% respondents)

Source: Optigence® Research Report Bi-Annual Online Video Study: First-Half 2007 vs. Second-Half 2006 How are people using Video? US data

Source: Piper Jaffray & Co Online Media Survey US data: Where Do You Go to Watch Video Content Online? (% of Total) You don’t have to be new to be a “New” Media Owner YouTube lead in videos consumed but minutes trail TV networks: YouTube: 24 videos & 57 minutes per month ABC Primetime: 14 videos & 73 minutes per month

Reach your audience in multiple media environments

Full Service Awareness Lead generation Qualification and conversion Display: ‘push’ Search: ‘pull’ eCPM Rich media display Display Contextual display/link Direct response Textlinks/ Keywords Site placement Demo/behaviour Targeting Bidded Display Search

(c) Microsoft. All Rights Reserved.| 12 Media effectiveness: Understanding the media value chain Frequency Conversion Attribution Recency Ad Size Rich Media C Daypart Order Targeted Interactions =

Atlas Direct Response Drivepm Network reseller Massive In-Game Mediaroom IPTV AdCenter Search Screentonic Mobile AdExpert Brand display

Media is changing